The product page is one of the most important pages for any online store, as this is the page where users make the purchase decision. Thus, you should analyze your product page and optimize it as much as possible to increase sale volume and satisfy users, as a well-conceived and well-designed product page will make your customers’ lives easier, making it more likely that they will buy in your store again.
Thinking about eCommerce: the Perfect Product Page
The following stages in user behavior in an eCommerce store product page: Attention, Capture, and Decision.
- Attention: the user has just landed on your page, either from an external website, like Google, or from inside your website, like from your home page, a category page, or another product page. The goal of the Attention stage is for the customer not to leave the product page immediately. Potential causes for abandonment are: that the product displayed is not of interest to the user, and that the price does not fall within the customer’s range.
- Capture: we start from a situation where the customer has a certain interest in the product. At this point, the goal is to turn this interest in the product into a sale. To this end, we will provide the customer with all possible information about the product.
- Decision: the customer will often want to compare an item with other products before making the purchase decision. To close the sale, you must make the customer confident about the product and the decision to buy it.
It should be pointed out that user behavior doesn’t always follow these three stages. It’s possible for the purchase to be directly made in the attention stage, for example, when the customer already knows the product, or in the capture stage, when the user realizes that the product perfectly meets their needs. Whatever the reason may be for the customer to complete the purchase without going through these stages, you must make things easy for them at all times.
It can always be the case that the customer decides not to buy the item at any stage. In this case, the strategy will consist in keeping the customer in your website, helping them to find a product that arouses their interest and inspires confidence, starting the process again and thus increasing the likelihood of completing the sale.
Increase and loss of interest in the product page stages
You should quickly capture the interest of users who have just landed in the page and prevent abandonment at all costs. To do so, you must provide the following elements as clearly and concisely as possible:
- “Add to the Shopping Cart” button
- “Buy” button
Product Page Example
These elements should stand out over the rest of elements in the page. It’s very likely that the customer has reached the page from Google, where you will compete against your competitors’ product pages. To capture customers’ attention, you must present these elements in such a way that they can be quickly identified by users, so that if they don’t find them in a few seconds, the likelihood of their leaving the page will significantly increase.
To make these elements stand out, you must combine two strategies: increasing their size and separating them from the rest of the page by means of margins.
e-tip: try to show your design to people for 5 seconds without previously telling them which information they should retain. Then ask them what about the product name, the image, and the price. If many people give the right answers, you will have achieved your goal!
Even though likelihood is still low at this stage, you shouldn’t lose sight of your goal: completing the sale. So you should also locate the “add to the shopping cart” and/or the “buy” buttons visibly.
What if the product doesn’t capture customers’ attention?
It may not be the product they are looking for, or its price may not fall within their desired range. You should keep customers in your website by offering alternative items. These items should be visible with no need to scroll down the page, or they will be useless in this situation. In addition, categorization elements such as the position in the category tree and the product tags should also be visible, so that users have easy access to lists of similar products.
Having arrived at this point, the customer is interest in your product! Or so we hope. But it can also be the case that the user wants to explore some of the product features in more depth, or obtain more information about the item, before making the purchase decision. To achieve this, you should use the following elements:
The Features about the product. The additional value in your product or service, this is the huge key.
Given that you have already captured user attention, not all the effort will fall to you, as the customer will search for this information in the page by scrolling down. So you need to make this information available in the first screen view.
The customer’s relationship with you product is no longer a matter of mere interest: the customer has decided the item meets their needs!
However, the customer may still have questions regarding the product, hesitate between several items, or, in the worst-case scenario, be also considering your competitors’ products.
In these cases, you will need the following elements to close the sale:
- Social network information
Since that the goal at this stage is to close the sale, you must generate confidence in the product. The best way to achieve this goal is by means of contents generated by other users, as ratings and comments.
Videos also generate confidence, as they provide a more realistic view of the product. Videos created by other customers who have purchased the item are very useful. However, they can sometimes be low-quality videos, so providing your own videos is also a good idea.
If you have comments on the product which have been published on social networks and we have been mentioned, this is the place to display them.
Other elements to take into account in the product page:
Cross-selling: the product chosen often has complements or accessories which the customer may want to buy as well as the product viewed. You must make it easy for customers by showing these items to them. Otherwise, they may not make the purchase.
Dissemination: Your customers may also be your best salespeople if you provide them with the suitable tools! These tools are the Facebook, Twitter, Google+ “social buttons”, etc.
Original contents: In addition to the product description, if you add original contents about the item, you will help to generate user confidence by proving that you are experts in the matter, as well as by significantly improving the page SEO. These contents are not always easy to provide, and they depend to a large extent on the type of product. For example, you can provide information about the product history or the manufacturing process.