Create Better Ecommerce Product Pages
Mobile Friendly Product Pages in Ecommerce Website Design is a “Must-Have” for Success
Ecommerce Websites have to have mobile product pages, its that simple. More and more customers are buying products from their mobile devices and if your Ecommerce website doesn’t have mobile optimized product pages, your website will fail. Mobile shoppers are a market that no one can afford to ignore.
But building AMAZING mobile product pages is not that simple. You have a very small amount of real estate above the fold (what users see before they start scrolling) and a lot of important information to convey. You need to make sure your customers know what they are looking at, why they want it, and how much it costs. You need to make it incredibly simple for people to buy your products, while also giving them the ability to learn as much as possible about your products.
Different website designs work well for different companies and products. There are guidelines you can follow, but in the end you will have to find the unique design that works best for your product. One must have for any Ecommerce website is either a responsive website design, mobile website design or an IOS/ Android App. To build a great mobile product page for your Ecommerce site, start by asking yourself some very simple questions.
#1. What am I selling?
This is an almost painfully obvious question, but it is the foundation on which everything else is built. What is it that you are selling? The answer to this question is going to go on the top. This is the basic, pithy information that your customer is looking for. Leave out the adjectives and the descriptions. The customer will decide if the shoes are beautiful, the chocolate is delicious, or the vacation is luxurious. Your job is to tell the customer that the shoes are women’s ankle boots, the chocolate is 70% cocoa, and the vacation is five nights in Aruba.
#2. What is the customer’s experience of what I am selling?
This may or may not be a different answer than the first question. For some products, it is actually difficult to tell what you are getting just from the title. Women’s ankle boots are self-explanatory, if there is a picture. But tea is not. Wines, teas, and other food and beverage products often need an additional explanation so that your customer understands what experience they will have. Understanding your customers User Experience is crucial to the conversion rates and sales on your product pages. Understanding your customers will result in more sales so creating those product pages for a specific user is the goal.
#3. What options are there?
This is the beginning of the call to action. Getting your customer to choose options is the first step in getting them invested in buying. In many cases, the options that the customer selects may change the price of the product. Give them the ability to tap and change their options, make sure the picture changes to reflect their new choices, and you have already done half the work of getting them to buy. If your product doesn’t have options, skip this step.
#4. How do they pay?
You need to have a big, obvious button on your product page for your customers to checkout. Some people will make a decision immediately and will want to be able to buy right then. Others will want to poke around your product page a bit and find out more and here is where conversion rate optimization (CRO) comes in. Put the call to action right there on the front, so that they don’t even have to scroll down to find it, and you will increase your conversion.
These are the questions that you absolutely must answer on your first page of your mobile product page. There are other questions that may be pertinent. With the limited space you have on a mobile page, you need to make sure you have a very good reason for including an element. You do not want your page to look cluttered, and you certainly do not want to push down your call to action so that your customers have to hunt to find it.
#5. What do other customers say?
This is a question that may be relevant for the first page, or it may not. Experience-based purchases often benefit from having a testimonial present on the mobile product page. A buyer who is on the fence about whether a particular candy, tea, or wine will be a hit may be convinced by someone else relating their positive experience with it. But remember that your real estate is extremely limited here. You only want to have what is absolutely necessary on the front page. If you can put reviews after the fold, you should.
#6. What else did other customers buy?
Upselling and companion selling is a great tool for increasing your sales. Showing related products is also a good way to get a sale – even if you don’t make the sale on that particular item, you are more likely to make the sale on something once the customer has become invested enough to compare products on your site.
Companion products and related products should always come after the call to action. This is all incidental information that is good for people who are on the fence or who like to read a lot of information before they make a decision. It will not help people decide who are already quick deciders, and if you put it too high on the page it will give the impression that you don’t want your customer to buy the product they are currently looking at, because you have another better product somewhere else.
The main rule for mobile product pages is to give customers the information they need to make a decision, and only that information. The necessary information may change from product category to product category, from business to business, or even from item to item. One thing stays the same, though: you have a very small amount of space in which to communicate exactly what your customer needs to hear to make a decision. Every bit of that space counts.
At Front Street Media of El Dorado Hills, we specialize in designing mobile product pages that work. Let us take care of your mobile site design and you will see how a well-designed product page can make all the difference in generating sales.
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