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 Ecommerce 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 ecommerce 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 ecommerce 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 Ecommerce Express newsletter. Make sure to sign up so you don't miss out!
