E-Commerce Design: The Product Page
The purpose of the product page is to display information about a product or to display a products availability for purchase in a standard brick and mortar store. Other commons purposes could be to highlight a stores inventory or catalog. Converting interested visitors into paying customers is your biggest aim. Design your product pages with the purpose of persuading users to make the decision to buy one or more of the products you are selling.
The Product Page
On a product page there are four common design elements:
- Product title
- Main picture of product
- Price
- “Add to cart”, “Place order” or “Buy” button
Furthermore, their are secondary elements used when applicable:
- Sales price (often in red and with original price crossed out)
- “Add to wishlist” button
- SKU (Stock Keeping Unit) or other form of product id.
- Special offers (Buy this product + another for $xxx,buy 2 for less, etc.)
- Share on social media buttons (Facebook, Digg, StumbleUpon, etc.)
- Quantity input form
- Availability (amount in stock)
Other elements found on e-commerce sites included:
- Detail images
- Product variants (size, color, etc.)
- Product variant pictures (especially regarding color or different patterns)
- Delivery time
- Zoom function
- Short description
- Longer description
- Product specifications/details
- Label (“Bestseller”, “Only few left”, “Recycled materials”, etc.)
How to increase conversion
There are several factors you can use to increase conversion.
Quality photos
Use quality product photos. Photos serve two functions: First, they set the tone of the overall site; this provides the consumer with confidence that the web shop knows what it’s doing and is a quality place to shop. Second, customers should be able to see products from every angle to get a feel for the product.
User reviews
User reviews. Often popular amongst retail companies. Allow users to post reviews of products in order to assist customers in their decision process. User contributed product reviews can provide valuable information on which users can base their purchase decisions on. User reviews help provide social proof of the product.
Consumer Trust
Reinforce customer trust. Use trust indicators like badges of secure payment gateways such as verisign or other popular Secure Socket Layer (SSL) certificate. Credit card icons also provide a great a sense of comfort.
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