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If you have an online store, you should never underestimate the power of the eCommerce product page. It is the most critical touchpoint where visitors or prospects can turn into buyers. Your eCommerce product display page has to have all the necessary information and a great visual appeal that draws attention. If the visual merchandising is not attractive, it can lose potential sales. So, improving the design of your product page is vital to your eCommerce growth strategy.
But not all online sellers are informed enough to create their product display page the way it has to be. If you are the one seeking help, here are three handy tips to give a try.
Describe the product thoroughly
The product description is the key to making sales happen. Customers do not shy away from moving to other pages and sites if the page you show fails to describe the product thoroughly. That means incomplete product descriptions may lead to the loss of sales opportunities. The page should contain every piece of information apart from just product features and technical specifications. It should be complete, relevant, unique, and inspirational.
Before writing product descriptions, answer all possible questions customers might have in mind when shopping.
- What is the product made of?
- How is the product made?
- What benefits does it provide, what does it mean to consumers, or why should they buy it?
- How should they use it?
- When will the product be dispatched?
- What offers and discounts does the product have, if any?
- What is the price of the product?
- Is there any warranty with it?
- What is your return policy?
It may, however, seem to be daunting to include all this information on the product page. Not to worry, eCommerce product management software is a way to do this. You may deploy it to create engaging and persuasive content and description for your product display pages with ease and efficiency.
Use clear images, photographs, videos, and other media assets
Pictures speak a thousand words and have the power to evoke emotions. The use of images is pivotal to making product pages look visually appealing. You can enhance the visual appeal of your eCommerce product display page (PDP_ and influence buyers to buy your products with photographs, creative images, 3D images and other digital assets (DAs). These will give shoppers a 360-degree view of the product and help them visualize what it would be like to buy it.
A lot of editing work would be needed to make a photograph or image ready to display the product on the page. And what can help you here is the DAM (Digital Asset Management) capability of a PIM software for eCommerce. Such a system facilitates building a master repository for all your media assets, which you can use to enhance the appearance of your product display page. If you include DAM in your eCommerce growth strategy, you will be able to create, edit, and enrich all your DAs, such as images, PDFs, GIFs, audio and video files, and more, in a single place.
Add call to action
Call-to-action (CTA) is one of the most prominent elements you should have in your eCommerce product pages. It could be an “Add to cart” or a “Buy now” button or anything that influences visitors to act instantly.
Playing here with the right colour could make the trick work better. While choosing the colour for the button, make sure it triggers the emotions of your target audience and contrasts the colour scheme of the rest of the page. Ideally, the CTA should stand out to grab customer attention.
Another thing to keep in mind is to choose the right text as different words have different meanings in different countries. For instance, see how renowned brands and eCommerce giants change the CTA text on their websites and have country specific pages like US, UK , Canada or India to adhere to the local, cultural nuances, trends and preference.
Although there are many other ways to improve the product display page on your eCommerce site, following the three mentioned above will add value to your product page and improve customer engagement. Its recommended to have a PIM system (product information management) or eCommerce product management software at work to let your product page speak to the visitors.