Ecommerce product pages are designed to sell. They are transactional in nature, geared toward the customer ready and willing to make a purchase. To get these desired results, your ecomm website pages need to be equipped with all the right features to make the process seamless and simple.
In this article, we will explore the various must-have features for your ecomm product pages and look at how they assist customers in making decisions and purchases. You will then have the tools you need to try them on your own website and see what works.
Ecomm Product Pages: Top Features for Websites
This page from the Net Zero Co. website is an excellent example of the must-have features for ecommerce product pages. They leverage a few beneficial strategies up front to inform and convince the customer to buy the product.
Let’s dig a little deeper into each one.
The headline is one of the first pieces of information your customer sees, so make it clear what your product is from the start. In the case of Net Zero Co., they bolstered the product name (The Munchie Box) with more descriptive text (Medium Stainless Steel Bento Box) to help buyers understand the product and assist with search engine optimization.
Images (and videos, too!)
While it probably goes without saying that images are a key feature of ecommerce pages, what really makes the difference for customers is a collection of images to browse. This helps potential buyers learn more about the product and visualize some of its best assets. Some of the photos you might include are:
- Photos of the product from different angles — If your product is a pair of shoes, then you want to show it from every viewpoint from top to bottom, side to side. If you are selling a tote bag, your customer wants to see what it looks like inside and out. Customers looking for a bento box like Net Zero Co.’s will want to view the interior as much as the exterior.
- Photos of the product in use — Just like seeing a home that’s furnished is a better experience for a home buyer, your customers want to be able to see your product in the wild. The very first photo on the page above shows how lunch could be packed inside.
- Photos of the product in different environments — Customers want to envision how they might use the product in their own lives, so take the opportunity to give them some ideas using photos of real environments and circumstances. Can you take the product on a road trip, a picnic, a plane? Showing these types of images on your ecomm pages can give your customers inspiration and ideas they may not have thought of yet — and that can win them over.
Videos of the product in action, like demo or explainer videos, are also valuable features for ecommerce product pages. You can include them as part of your image carousel where your website visitors are likely to view them.
When customers review your product, you can – and should – include them on your product pages. Not only do reviews help potential buyers feel more confident in the product, but they also influence purchase behaviors — a product with five reviews is 270 percent more likely to be purchased than a product with no reviews.
To help reviews stand out, you can utilize a star system (1-5 stars, with 5 being the highest rating) like the one Net Zero Co. uses above. Including the number of reviews is also helpful, as is a link to reviews where visitors can read more — usually located at the bottom of the same page.
CTA (Call to Action) Button
To help your visitors become customers, an obvious call-to-action button is imperative. That means it needs to be noticeable, and you can do that by playing with size, language, and even the color of your CTA button.
A list of your product benefits can go a long way in convincing someone they need your product. Another way to do this is to use graphic icons, similar to the example above. Images combined with text is a brilliant way to appeal to readers who learn information differently.
When creating a summary of your benefits, consider what types of problems or pain points your target customer experiences or what their values might be. If you have established a brand purpose, this is a great area to leverage that messaging.
The final must-have feature for ecommerce product pages is your description, which tells the buyer more details about the product. You can certainly get creative with your language here, but there are a few specifics you’ll want to consider:
- What the product is for
- Why someone would want to buy it
- What problems does it solve
- What opportunities does it create
- What is included (and what’s not)
- What it is compatible with
- What are the dimensions
- What type of guarantee or warranty is included
This list is not an exhaustive one, and you may want to include details specific to your industry or company that might be helpful to buyers.
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While some of these features may or may not apply to all ecommerce product pages, it’s a good idea to try some of them to see if they have an impact. You can always perform an A/B test to measure one against the other and continuously refine how your ecomm pages look and feel to your buyers.
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