How to Optimize your eCommerce Store Product Pages?


IIH Global

Product page optimization tips

With e-commerce on the rise, it is imperative that businesses provide a convenient, lag-free, and personalized experience on their websites. You would be surprised to know that customers wouldn’t wait to bounce off your website if they face any kind of hurdle while shopping on your e-commerce website. This can be due to many reasons - webpage loading delays, non-interactive website design, no customer help, no/fewer images, bad font size and color choice, no AI recommendations, non-availability on user preferred communication channels, etc. This article discusses why you should optimize your ecommerce store product page and how you should do it.

Keep it Simple

It’s important to keep your website design as simple as possible. A complex design is not only hard to understand but also takes more time to load. Do you know that 75% of users judge the credibility of a website just by its aesthetics? “Keep it simple” is the mantra. Use eye-catchy headlines, trendy pictures, product descriptions, and how-to guides to make it easy for the customer to understand how to use the product. Use beautiful copies to help the customer know what difference the product will bring in their life. Simple and useful website design is the need of the hour.

Create a highly optimized mobile application

Statistics tell that mobile traffic has increased by 222% over the last 7 years. Do you have a mobile site to capture such a large audience? It’s imperative for businesses to create a highly optimized mobile application that provides the same user experience, accessibility, and comfort as the website. Features like One-touch payments are necessary and go a long way in reducing bounce rates. To increase the utility of your mobile application, you should check what your competitors are doing from time-to-time and try implementing the best features in yours.  

Integrate with Social Media platforms

We live in an age where everyone - from a toddler to a boomer - actively engages in social media. According to statistics, people spend an average of 3 hours every day on social media. This shows that brands are constantly interacting with customers and trying to form a space for themselves. Social media provides this innate ability to form close relationships by providing solutions, taking feedback, and providing a personalized experience to customers. It enables you to conduct polls that provide a fair idea to the likes, dislikes, wants, and needs of your customers. You should put social media buttons on all your e-Commerce product pages so that they are easily shareable and trackable for collecting important data.

Inform your customers

Always remember that it’s highly likely that your customers might not possess as much knowledge about your products and services as you do. And if they don’t find the information that they have been looking for in the first few seconds, they won't hesitate to search for it on your competitor's website. Thus, you should adequately inform customers about your products - their advantages, benefits, and how they are better than those provided by others in the market. Integrate chatbots and Q&A pages with your e-Commerce product pages. This will help customers look for answers to frequently asked questions and raise doubts with the click of a button. Also, integrate user comments and suggestions that will let them know what others think about the products and receive a personal suggestion.

Use the inverted pyramid model

The inverted pyramid model suggests putting the most important information at the top of the website and the supporting material at the bottom. It has been observed that customers browse through big headlines, pictures, embedded videos, and product descriptions. It would be a wise decision to put everything in a similar order so that customer attention is retained. This requires creating excellent copies and placing trending material to make your product pages eye-catching. Superb content along with outstanding placement can increase the selling potential of your product pages exponentially.

Focus on clicks

Your e-Commerce product pages should consist of significant links. Make all the important links visually appealing and place the call-to-action button at the top so that it’s clearly visible to the customer. But don’t flood the product pages with links. If the customer’s screen is cluttered with irrelevant links, it will affect the overall appearance of the product page and confuse them. The more customers have to click, the higher the probability that they will bounce away from your website. Thus, don’t use excessive links and think of attractive designs and layouts for links to minimize customer clicks.

Personalize your product pages

Personalizing product pages are immensely important. It has been observed that 80% of shoppers are more likely to buy from a company that provides personalized shopping experiences. This can be done by tailoring website designs and product recommendations according to the individual’s buying behavior. AI and machine learning algorithms play a vital role in this case. It provides individual attention and increases customer stickiness. 

Make the checkout process super easy

According to statistics, 27% of customers abandon shopping carts because either the checkout process was too slow or it demanded unnecessary information. When the customer has reached the final phase of their buying journey, it means they are ready to make the purchase. But the odds can turn against you if you fail to provide a fine user experience. With just a click of a button, they can quit the browser or cancel their purchase. There are many solutions through which you can make the checkout process fast and simple. First, signing up and creating an account shouldn’t be mandatory for purchasing a product. Second, allow customers to create a wishlist of desirable products that they can regularly check for discounts. Third, integrate multiple payment gateways so that customers can pay through different debit/credit cards.

Current conditions clearly indicate the rise of e-Commerce portals. It’s high time that you should make heavy investments on enterprise technology - ERP software and CRM software - and pour the required resources to make eye-catchy eCommerce store product pages. This will help you to stand apart from the crowd, increase customer stickiness, and maximize conversions.

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