In the world of ecommerce, your product pages are your virtual storefronts. They are the places where potential customers make crucial decisions about whether to buy from you or not. A poorly designed product page can be a silent killer for your sales, driving potential customers away. In this blog post, we will explore the seven deadly sins of ecommerce product page design that you must avoid to thrive in the competitive online marketplace.
Sin: Overloading your product page with too much information, images, or elements.
Virtue: Maintain a clean and organised layout with essential information.
Your product page should provide information efficiently without overwhelming visitors. Use clear headings, bullet points, and concise descriptions to guide customers.
Pro Tip: Choose a website theme that follows best practices for product page design.
Check out Shopline’s Theme Store to select the template that’s right for your business. Select a theme that best reflects the vision for your brand, and customise it to bring your brand to life.
Sin: Using low-resolution or insufficient product images.
Virtue: Display high-quality, zoomable images from multiple angles.
High-resolution images help customers examine products in detail. Include zoom-in functionality and lifestyle images to provide a comprehensive view. Giving customers the best possible experience with your products virtually will help increase conversions and decrease returns.
Pro Tip: Consider a 3D & AR Product Viewer to elevate your customer’s shopping experience and boost conversions.
Sin: Concealing crucial details such as pricing, shipping costs, or product specifications.
Virtue: Be transparent about all costs and product details.
Transparency builds trust. Display prices prominently, mention shipping costs upfront, and provide comprehensive product descriptions to answer potential questions. Always - always - have your returns policy readily available.
Pro Tip: Robust, descriptive product information is also vital for SEO success!
Ensuring your structured data is top notch helps search engines better understand the content on your website, thus improving rankings and helping to get your products found! Shopline’s EasyRank for SEO tool helps you effortlessly streamline your SEO diagnosis and optimisation, leaving you with more time to focus on growing your business.
Sin: Forcing customers through a convoluted, multi-step checkout process.
Virtue: Simplify the checkout process to reduce friction.
Keep the checkout process as simple and streamlined as possible. Offer guest checkout options and use progress indicators to guide customers through each step.
Pro Tip: Selling instore as well as online? Ensure your customer data is integrated!
Allow customers to checkout online AND instore with ease with an integrated point-of-sale solution.
Sin: Failing to optimise your product pages for mobile devices.
Virtue: Ensure responsive design for a seamless mobile shopping experience.
Around 62% of Australians use their mobile phone to shop online. Ensure your product pages are fully responsive and user-friendly on smartphones and tablets.
Pro Tip: We all know about mobile-first site design, but what about mobile-first indexing?
Google predominantly uses the mobile version of a site's content, crawled with the smartphone agent, for indexing and ranking. This is called mobile-first indexing.
While it's not required to have a mobile version of your pages to have your content included in Google's Search results, it is very strongly recommended. Check out Google’s best practices to mobile sites in general, and by definition to mobile-first indexing.
Sin: Not showcasing customer reviews and ratings.
Virtue: Feature authentic user-generated content to build trust.
Customer reviews and ratings provide social proof. Display them prominently to help shoppers make informed decisions.
Pro Tip: Asking for customer reviews may seem daunting at first, but here are our top 3 tips for extracting that killer review:
Consider incorporating your loyalty or membership system into your reviews program and reward your top reviewers!
Sin: Weak or unclear CTAs that don't encourage action.
Virtue: Use compelling CTAs that guide visitors to take the desired action.
Craft persuasive CTAs like "Add to Cart," "Buy Now," or "Learn More" that stand out and encourage conversions.
Pro Tip: Test, test and then test again. Different CTAs evoke different responses from different people - see what works for your audience! Here are some examples:
Avoiding the seven deadly sins of ecommerce product page design is essential for success in the highly competitive online marketplace. By adopting the corresponding virtues and focusing on user experience, transparency, and clarity, you can create product pages that entice and convert visitors, leading to increased sales and customer satisfaction. Remember, a well-designed product page is your digital storefront's window display – make it enticing!
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