5 Important Features Of Ecommerce Product Pages

important ecommerce product pages

It may sound far-fetched, but it’s true: the quality of your product pages can make or break your ecommerce site. You can have the best SEO in the world, the most persuasive marketing, and the very best products on sale - but if your individual product pages are lacking, then you simply won’t see the conversions you need to make your ecommerce site a success. 

Given the importance of product pages, a little help in this area is something that most ecommerce sites can benefit from. Below, we’ve put together a simple, easily-achievable list of essential product page components. If you ensure these are included for every single product that your site sells, then you should be able to achieve the ecommerce success you have been hoping for. 

#1 - High-Quality Images 

Whatever you are selling, it is vital that you provide high-resolution, high-quality clear images on your product pages. Essentially, your product pages need to be of sufficient quality to compare to a person being able to examine the item in a physical store. This means to provide a realistic experience to the customers, you need 3D Product Configurator to create images from as many angles as possible, with a particular focus on fine details.

The simplest way to achieve outstanding quality in your product photos is to invest in your camera equipment so as to guarantee the best base photograph. With the base established, you can then opt for professional image retouching and similar editing techniques to produce a result so detailed that your customers will always be able to view the items in all its glory. 

#2 - Color Descriptions And Disclaimers

The way that colors are depicted on a digital device depends almost entirely on the user settings. This means that there is a conceivable chance that one user would view an item and perceive its color to be dark green, whereas another user would view the same item and believe it to be dark blue - and the item is actually dark purple. If this all-too-realistic scenario were to happen, you would likely have to issue two refunds to two disgruntled customers. 

There are two particular elements you can include on your product page to protect against this issue: 

Include a list of the main colors of the item someone on the page; preferably in a standalone section that cannot be missed. 

Secondly, include a disclaimer regarding how colors can look different when displayed on different screens, asking customers to take note of this when making their purchase. 

The above should help to prevent against most problems regarding color perception, but there is always the risk a customer will fail to read the full description properly and still demand a refund. However, if you have the disclaimers in place, whether or not you issue this is at your discretion. 

#3 - Size Details 

This Buzzfeed article makes the case for always including sizes on your product pages. Even for the most basic items that one could presume everyone knows the size to, it’s worth including the height and width of the item to prevent customers making a purchase they come to regret. 

Furthermore, if you are selling clothing, it is also worth including the height of the model or mannequin in the product description. The height of the model influences the length of garments such as dresses; for example, if your model is 5’10”, then customers below this height need to know this, so they can anticipate the hemline will fall lower on their figure than as shown in the image. By including the height of the model, you should reduce the number of refund requests that you receive. 

#4 - A Well-Written Description 

There are plenty of guides online that can teach you how to write a product description but, while these can be worth reading, the key to a good product description is a simple question: “what would I want to know if I were buying this product?” 

If you think like the customer, you should be able to craft a product description that is genuinely useful. There is no particular need to “sell” a product; instead, focus on information, potential uses, compatibility, and other need-to-know essentials. Very few customers will be willing to contact your store for more information on a product; they will expect the key information to already be available, so ensure that your product description focuses on satisfying this requirement as its main priority. 

#5 - Reviews 

Online reviews are a tricky subject to broach for modern ecommerce sites. It’s a simple fact that customers like to be able to read a review of a product before buying it, but more and more consumers are aware of the fact that reviews may be fake. As a result, many ecommerce sites have chosen to abandon the practice altogether, assuming that customers will seek reviews elsewhere if they wish to. 

However, online reviews are important for a number of reasons, and they have a vital role to play in an ecommerce product page. While technically it is true that customers could visit a third-party site to obtain reviews, it is inadvisable to encourage customers to leave your site when you are trying to make a sale. By providing reviews directly on the product page, you keep customer attention where you need it to be directed. 

Of course, the reviews on your site should be legitimate, be they positive or negative. Some ecommerce business owners are tempted to remove negative reviews, but this is inadvisable: a review section of nothing but positive feedback is a red flag for savvy consumers who know to be skeptical of online reviews. So leave negative reviews in place and, if necessary, examine the product in question to see if it can be improved to resolve the e-commerce issues that have been identified. 

Essential Ecommerce Product Page Conclusion

E-commerce product pages are the final point at which you can encourage a user to buy, so they have to be as good as they possibly can be. By ensuring you include all of the above on each page, your product pages should be able to deliver the results that will drive your ecommerce site to the next level.

I hope you enjoyed this article about important considerations for your e-commerce product pages to increase conversions and boost sales.

Interested in more articles about ecommerce sales?

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