elements of a product page
DESCRIPTION
Online stores are fast replacing their brick-and-mortar counterparts, having enjoyed a 13% increase in sales from last year, while retail stores grew only 3%. The business of ecommerce can be difficult to navigate, for both well-established businesses and the rookies. Our presentation presents a few tips on what elements should go into a good product page. These elements have been proven to be successful for Nordstrom and many other businesses. But it takes the willingness to put in the time and effort if you want to see results.TRANSCRIPT
ELEMENTS OF A PRODUCT PAGEBy IBCNet
THE PRODUCT PAGE
Is the landing page for specific items Should be well-designed to create trust
and legitimacy Should be the same across the site for
consistency. Is the strongest point of an ecommerce
site Can increase conversion rates
We’ll be looking at a product page on Nordstrom.com
Nordstrom’s online store is a great model of a well-designed page that holds up the reputation of its store.
We will list some of the features that make this page ecommerce-ready.
THE PRODUCT NAME
Should be concise while still conveying the necessary information
Should be descriptive enough to be unique
PRICE
List your price clearly and unambiguously.
If you have a sale, display how much of a discount it is.
List the price just under the name and in smaller font.
Don’t make the price unreadable. It gives you a bad reputation.
Don’t list the price way down at the bottom of the page. The more work the customer has to do, the likelier he or she will look elsewhere.
BUY BUTTON
You can’t open a lock without a key and you can’t purchase something online without a buy button.
Buy buttons should have a color that matches or compliments the color scheme of your site.
Buy buttons should not be overly large and annoy your potential customer.
In addition, if an item is out of stock, display that prominently underneath the buy button or just gray the button out.
“Add to Wishlish” buttons are ok if a customer is unsure or the item is out of stock.
IMAGES
Essential to a product page. Most customers will not make a
commitment without an image. You wouldn’t walk into a clothing store that had all its merchandise hidden behind white boxes, would you?
The image should be of the actual product and not a close imitation.
The images should be a good size with zooming
Zoom allows the customer to inspect the item for material type, quality, stitching, etc.
PRODUCT OPTIONS
Include size and color Removed the need for multiple versions
of the same basic product Provide multiple images, for example,
for items with multiple colors
SHIPPING & DELIVERY
Honesty is always the best policy Look into shipping calculators. The
customer will appreciate it. If you provide free shipping and/or free
delivery, say so!
SOCIAL MEDIA BUTTONS
Facebook and Twitter are the best source of free advertisements
Social media buttons allow customers to talk about you to all their friends and family
Get your customers talking about your products.
Large amount of traffic has been generated through this word-of-mouth advertising
If your site looks good, people will want to talk about it.
CONSUMER CONFIDENCE
Online stores lack human interaction and implicit trust
Online stores need to do more to look trustworthy
Any outdated details, like Flash or a hit counter, can jeopardize your reputation and your sales.
Good customer service is the key to building consumer confidence
A Live Chat option is an excellent resource to offer your customers.
IN SHORT
Good product pages inform and engage the customer without overwhelming them
Online stores need marks of legitimacy, including updated copyright and security certification
Customer service and an attractive design are the most important aspects
ABOUT US
IBCNet is a Los Angeles-based web design company in business since 1994.
For more information, contact us at 310-857-7873 [email protected] www.ibcnet.com