'Net Features : product pages

Ecommerce Design: Dickies Goes to Work on Online Store

Amberly Dressler — Mon, 06 May 2013 14:45:00 GMT

Simple navigation, clear communication, comprehensive product information and easier checkout are among the new and improved features and functionality of DickiesStore.co.uk, which go lives May 7.

As the exclusive provider of Dickies Branded Clothing, DickiesStore.co.uk upgrades are a solid benchmark for other online merchants to be measured by:

Simple Navigation

With a strong focus on intuitive navigation, DickiesStore.co.uk has ensured that the path toward finding that perfect product is clearly marked. In addition, a substantially improved search feature allows an even more precise shopping experience for visitors.

Clear Communication

DickiesStore.co.uk has placed a lot of emphasis on keeping visitors informed and for this reason notifications about changes in stock will be much more prevalent. Another new feature on the re-launched site is a live chat function where visitors’ queries can be more directly addressed.

Comprehensive Product Information

In addition to improved functionality, the look and feel of the site has been given increased attention and has undergone a more modern makeover. Informational product videos have also been included to facilitate a much more comprehensive understanding of each product.

Easier Checkout

Completing the payment process has been considerably simplified on the new website. Making a purchase is more fluid with PayPal and Google Checkout enabled and now the DickiesStore.co.uk shopping experience can be completed anywhere, as the site has been fully optimized for mobile use.

Recently DickiesStore.co.uk uncovered an archive of Dickies advertising material dated as far back as the 1930s, demonstrating the history of its marketing communications. At the same time DickiesStore.co.uk is very much looking to the future after consulting customer response in order to constantly improve the functioning of its online store.

Optimized Product Pages to Check Out

Allison Howen — Mon, 04 Mar 2013 18:55:00 GMT

Product pages are like treasure chests for serious online shoppers.

These data-rich Web pages contain valuable information consumers need to make purchasing decisions, such as images, pricing, descriptions and reviews. Even so, not all product pages are built with the consumer in mind. In fact, often times the most important product information is either missing or too difficult to find, which results in high abandonment rates and user frustration.

Companies with optimized product pages, however, experience favorable conversion metrics and better engagement from their site visitors. This includes increased time-on-site and interaction with product reviews. Learn from the best by checking out product page examples from some of the Net's top retailers, as featured in Website Magazine’s Web 100.

Nordstrom

Product Page Takeaway: Innovative Images

An online shopper’s first impression of an item is the product images. These are what entice the consumer to learn more about a product, so they can make an informed purchasing decision. In order to leave a good first impression, merchants should include alternate views of their products as well as zooming functionality, just as Nordstrom’s does on its product pages. These features allow consumers to view the details of an item without having to go to a brick-and-mortar location.

Wal-Mart

Product Page Takeaway: Robust Reviews

Product reviews are one of the most influential aspects of an e-commerce website, because these unfiltered opinions provide online shoppers with social evidence as to how a product works. Although Wal-Mart’s product pages follow many best practices (having multiple product views, detailed descriptions and site-to-store pickup options), the company really excels with its product review offerings, which includes key statistics and a filtering option.

Victoria’s Secret

Product Page Takeaways: Suggested Products, Sizing Tool

Suggested products are beneficial for both consumers and merchants. This handy element of a product page helps consumers find items that they weren’t originally searching for, as well as helps merchants increase their average order value. While Victoria’s Secret does a good job at suggesting items to its visitors who are browsing product pages, the retailer also deters returns with its “Size and Fit” link, which appears next to every relevant product. By clicking on this link, visitors can use the chart to determine the correct clothing sizes for their body.

Toys "R" Us

Product Page Takeaway: Up-Front Shipping Information

Shipping rates and times can greatly influence purchasing decisions, so why not be up front with this information? Often times, consumers have to wait until the checkout page to find out how much shipping will be or how long it will take. However, Toys "R" Us offers this information directly on its product pages. In fact, on this retailer’s product pages, consumers can see how much money needs to be spent in order to receive free shipping, if the product is available to be shipped internationally, how long it will take for the product to leave the warehouse and if store shipping options are available.

Ulta

Product Page Takeaway: Detailed Descriptions

A picture might be worth a thousand words, but is it worth its retail price? For online shoppers, the answer to this question is sometimes unknown because a product image doesn’t always provide the details one needs in order to make a purchasing decision. This makes description information useful. Ulta, for example, provides detailed explanations for all of its products, which also includes specifications and access to an ingredient list.

Elemental Product Page Design

Administrator — Mon, 13 Feb 2012 20:00:00 GMT

Once an Internet retailer gets a prospective buyer on their product page, there are quite a few design elements and functions that must be present for today's savvy shopper. Product pages can be complex and require ongoing testing, but starting out with some basics will ensure that the conversion opportunities earned (or bought) won’t be wasted.

In today’s E-commerce Express newsletter, we looked at some essential and elemental product-page designs, identifying some patterns and exploring the norm as it stands today.

Product Titles and Descriptions: It is unlikely that you will have a product page that is devoid of any product title or description, but their presence cannot be emphasized enough. What is most important about product titles and descriptions is how unique they are in identifying the differences between other products. Product titles and descriptions must also be unique as they play a fundamental role in search engine optimization. Basing product title-naming based on keyword volume and buying-intent levels is Step One in elemental product page design.

Price and the Buy Button: If there is one area of focus for e-commerce product page designers, it is the intricacies of layout of price indicators and buy-now buttons. Website Magazine has written extensively on the topic of buy-now buttons, but remember that size, color, text and position of these two elements (which ideally should be located near one another to support eye-gaze flow) is of paramount importance.

High-quality Images: The Web is a visual medium and those merchants who optimize the image experience for users will be those ringing the cash register at the end of the day. Today, users expect product images for two reasons – to confirm that what they are looking for is in fact what attracted them to the page in the first place, and of course to evaluate quality of those products. To satisfy users, merchants must ensure that image use is consistent across their sites (and marketing/advertising), and that they are sized in a way so that users can examine the product in more detail.

Options and Functions: While images engage, it is the options and functions within product pages that initiate a commitment from users to continue through the sales funnel. The aim with these general design elements is to give the user some control over the specifications – from colors, sizes/dimensions, styles, etc. The integration of these elements can be technically challenging and present some design layout issues, but their presence is of increasing importance.

Well-built product pages do several things well. They provide a descriptive title that matches the query of the user; they provide information that shoppers need; they indicate product availability; they provide information on warranties and policy, and yes, they must feature a means to actually proceed through the sales funnel (the buy button). These are basic or elemental requirements of product-page design, but remember that testing these elements (placement, style, etc.) is the only way to know for sure what is appealing to users.

Keep in mind that the elemental design components of a well-built e-commerce product page address herein is only a start. There are quite a few others and Website Magazine will explore additional elements such as the inclusion of video, customer reviews, bulk ordering, available stock, wish lists, delivery details, trust signals and social media integrations in the next edition of the E-commerce Express newsletter. Make sure to sign up so you don’t miss out!