Once an online retailer with an eCommerce presence on the Internet attracts a prospective buyer to their product page with cash in hand, and they’re ready to make a purchase, there’s a few distinct visual elements along with certain page functions that needs to be available for today’s savvy shopper to actually follow through and make the purchase.
These product pages can become extremely complex and technical, requiring aesthetically pleasing design and continuous testing to succeed. Beginning with some of the basics is always a good start, as that will ensure the conversion rates which are earned or purchased, won’t go to waste.
Essential Product Page Designs
So what was investigated was the most effective, elemental and efficient product page designs, identifying some of the most common patterns while exploring what currently stands out and converts the best.
Product Page Titles And Descriptions
It’s extremely unlikely that you’ll have a web page that’s featuring a product on your site that’s missing a product title or a detailed description of the item. These are two of the most vital elements for being found, so it can’t be emphasized enough.
What may be more important is that the product title and the description uses optimized, well researched unique keywords to exactly identify the differences between other similar products, making it stand out.
Product titles along with the description also need to be worded properly as they play an important and fundamental role when it comes to search engine optimization (SEO.) When you base your product title strictly on keyword volume as well as buyer intent levels, that may be the best method to use when it comes to elemental product page design.
Buy Buttons And Price Tag Placement
There’s one area which requires precise focus and testing when it comes to the design of an e-commerce product page. Extreme detail should be placed when it comes to the intricacies of the layout process for product price indicators, such as strategically placing the “buy-now” buttons.
There has been a lot written on the exact placement of these properties. Details such as text, color, size, font and positioning. It’s now become a science where these elements should be ideally placed along side one another to properly support eye appeal.
Quality Of The Product Images
The Web is primarily a visual medium, so as a result, the merchants who decide to test and then optimize the size, quality and what the actual image itself is, will experience better conversion rates.
What this does is it ultimately leads towards the site visitors overall experience, which will generally lead towards having better success when it comes to ringing the “virtual” cash register.
Today, what the users expect are excellent precise detailed product images, this based on two principles. The first is to confirm that what they’re looking for is what initially attracted them to the product page in the first place, and second, to evaluate the quality and look of the product itself.
To satisfy these users, merchants need to ensure that all of the images which are used are always consistent across their entire site. This also includes all of their marketing as well as advertising as well. They also need to be at a size where the users are able to closely examine the product in full detail.
Functions And Options
While images are able to engage the buyer, it’s the functions along with the options that are featured within the product pages which initiates a commitment from the customer to continue towards buying the product.
The end goal when using these general design elements is attempting to give the customer some control over the product specifications, such as color, styles, sizes and dimensions, etc.
The integration however of programming these elements can be a bit challenging technically as well as presenting issues in the layout of the overall design. But the presence of these elements are of increasing importance.
Well designed and functional product pages are able to do several things well, such as:
• They’re able to provide a concise descriptive title which matches the search query of the user
• They’re able to provide the exact information which the shoppers are looking for
• They indicate if the product is available for purchase
• They provide information regarding warranties, guarantees and company policy, and
• They feature a smooth transition from product or item description to the the buy button and checkout
These are the basic elemental requirements which are required for a successful product page to convert the best. Keep in mind that continuously testing all of these elements such as placement and style are important, as that’s the only way that you’ll know for sure what works or not.
Also, keep in mind that all of the basic design components of a well built e-commerce product page is just the beginning. There are quite a few additional elements which you can implement on your pages, such as using video, adding customer reviews and ratings, delivery and shipping details, social networking and media integration etc.