How to optimize eCommerce product pages to boost conversions

An eCommerce product page should always be laid out to make it as easy as possible for visitors to digest information. They should be visually pleasing, and clean, yet informative with relevant content.

The product page is probably one of the most important places on your site as customers arriving on this page are likely in a purchase-decision mode.

For this reason, merchants should seriously consider UX best practices when creating the product page design for their eCommerce site.

A poorly designed eCommerce product page could mean the following:

• Customers can’t find the relevant information about their products that gives them reassurance and satisfaction that it’s the correct item. This could lead to cart abandonment.
• Customers purchase the product, but are dissatisfied with the item(s) that arrive as the description that was supplied on the PDP was inaccurate.

Both of these scenarios result in negative brand connotations for consumers, so should be avoided at all costs!

Weak product pages can have detrimental effects on conversion rates, so getting them right is crucial to success.

When looking at the anatomy of an eCommerce product page, there are a few essentials or ‘must-haves’. We have explored these below:

1. Include key product attributes — name, description, and price

These 3 attributes are by far the most important. The product name should be clear and easy to locate — it’s often in a bolder font than the rest of the copy. In terms of the description, this should be kept to less than 300 words and highlight both the product’s key features and its purpose.

2. Call To Action (CTA)

Clear CTAs guide customers through the buying process, making the experience as smooth as possible. A CTA that stands out visually will help customers to quickly know where they need to click to take the next action. Strong and well-crafted CTAs can dramatically increase conversion rates.

3. High-quality images

Images are a key part of an eCommerce product page. Imagery helps customers to know what a product looks like and which is best suited for them.

They can therefore be a strong contributor to conversion rates and making sure images are high quality is essential. Blurry and low-quality images may leave customers unsure and not convinced about a product due to not being able to see full details.

4. Important/relevant information

It’s extremely important that consumers get all the relevant information about the product and the customer journey before they purchase from your brand.

Returns information, shipping details, sustainable efforts, additional charges are all essentials that the PDP should contain.

5874 Commerce recently explored the returns process of 100 UK-based retailers. Some key findings highlighted that 46% of the 100 retailers we analyzed didn’t show any mention of returns information on the product display pages.

Any additional charges that may be incurred during any part of the customer journey should also be conveyed to the customer clearly and concisely on the PDP.

An additional consideration, and something that we’ve all seen discussed more frequently in recent times, is sustainability. In a recent study 5874 Commerce undertook, we found that 81% of merchants failed to mention their contribution to sustainable practices on the eCommerce product display page.

As this is such a prevalent issue, and one becoming increasingly important in buyer decisions, merchants may want to consider including this as part of their PDP design.

As obvious as it seems, mobile optimization can often be an afterthought for eCommerce product pages. By the end of 2021, mobile purchases are predicted to make up 75% of all eCommerce sales of shoppers browsing and purchasing from their mobile devices. It’s essential that the product pages are optimized for mobile.

This may require some shifting of the content to highlight the image, key points, and a clear CTA. A product display page on mobile shouldn’t be overcrowded.

At 5874, an experienced eCommerce team can help taking website to the next level.

Get in touch today by emailing success@5874commerce.com to start the conversation!