• For Buyers
    • Retail News
    • Products & Suppliers
    • Ecommerce
    • Marketing & Management
    • Trade Show News
  • For Suppliers
    • Supplier News
    • Marketing & Management
    • Importing
    • Manufacturers
    • Warehousing
    • Finance
    • Show Exhibiting
  • Wholesale 101
  • Trade Show Calendar
  • Wholesale Products
  • New Suppliers
Facebook Twitter Instagram
Thursday, March 23
  • Subscribe
  • Submit Content
  • About Us
    • Contact Us
  • Advertise
    • Display Advertising
    • Email Marketing Campaigns
    • Newsletter Advertising
    • Sponsored Content
    • Lead Generation Services
  • Top Product Sources
Facebook Twitter Instagram
WholesaleCentral.com Blog
  • For Buyers
    • Retail News
    • Products & Suppliers
    • Ecommerce
    • Marketing & Management
    • Trade Show News
  • For Suppliers
    • Supplier News
    • Marketing & Management
    • Importing
    • Manufacturers
    • Warehousing
    • Finance
    • Show Exhibiting
  • Wholesale 101
  • Trade Show Calendar
  • Wholesale Products
  • New Suppliers
WholesaleCentral.com Blog
Home»For Buyers»Ecommerce»Characteristics of Good Product Pages
Ecommerce

Characteristics of Good Product Pages

Eric LeuenbergerBy Eric LeuenbergerApril 9, 20144 Mins Read
Facebook Twitter Email
Share
Facebook Twitter Email

By Eric Leuenberger

Characteristics of Good Product PagesThe product page is one of the most important pages on an ecommerce site, and a place to display new items. Unlike brick and mortar stores which naturally possess a hold on the customer, due in part to the time it would take to leave and seek a similar or same product at another store, buyers online can move from store to store in just a few seconds. What might take one offline shopper several hours, hundreds of miles and gas expense, only takes seconds for the online shopper. This means that in order to sell online, one must be fully aware of customer needs, and not waste any time providing the answers they seek. All good product pages have a number of elements which help deliver the best experience possible to the audience.

Shipping information

All Internet consumers want to know “how much does shipping cost” and “how soon can I get it”?  Naturally, many begin to first ask this question at the product page. Providing the answer to that question at the precise point during their buying cycle is critical to moving them closer to conversion. Giving easy access to the shipping rates and shipping options will improve the customer experience, and set a store up for success.

Product availability

Even if a product is in stock, do not assume the customer knows that. A customer who sees a product listed as “in stock ready to ship” is more likely to put that item in their cart and proceed forward.

Add to cart button

No matter how good a product page may seem, it is certainly no good if the customer cannot figure out how to add the item to their cart. Developing an “add to cart” button that is larger and more visible is an essential element toward increasing conversion.

Presence of payment methods accepted

Indicating the types of payments accepted can be achieved in a variety of unobtrusive ways. A good test is to try adding small icons of the payment methods accepted, just under the “add to cart” button.

Product photo

On the Internet, the product picture is just about the only element that can show clearly what an item really looks like. Make sure photos are clear, crisp, show detail and are large enough to provide plenty of visual appeal, yet are optimized for fast download times. Using tools such as Lightbox effects for showing larger photos, and even zoom type effects, often with jQuery or Ajax, can provide a very nice professional touch.

Customer assurances

Building trust and confidence with customers is at the forefront of any strong ecommerce site. Although customer assurance elements should be present site wide, they need to be obvious on the product page. If offering warranties or guarantees, make sure these are in plain site on the product page. For example, letting the customer know that a product comes with a 90-day guarantee will help move them toward placing the item in their cart.

Product price

Customers want to know the price of a product before they commit to moving forward, yet there are sites that still state, “add the item to your cart to see the price.”  In the majority of cases there is no reason for this, and here are two reasons this tactic could hurt conversion. First, doing so adds another step to the customer’s buying process, and the more steps they have to go through, the greater the chances of losing them. Second, customers like choice. Forcing them to add an item to the cart in order to get information, which should be in plain view from the start, discourages any action at all.

Customer reviews

With the enormous growth of social media, it should be no surprise customers are indicating in surveys that the presence of peer reviews is playing a bigger role in their decision to buy products. Store issued product reviews can appear biased at times. However, consumers feel that peer ratings provide a true picture of the worthiness of a given product. These should be included on every product page, and the ability for a customer to write a review should be in plain site.

Product pages are where most information is gathered and questions are answered, ultimately leading buyers to add items to their carts. Proper placement of elements such as shipping, photos and customer assurances will result in visitor action.

Eric Leuenberger is an ecommerce expert, founder of Ecommerce Amplifier, and owner of Voom Ventures, LLC, whose products and services help store owners and operators increase traffic, maximize ROI, decrease expenses, and increase revenue. He can be contacted online at TheEcommerceExpert.com, or call 1-866-602-2673.
May 2014 issue retail sales
Share. Facebook Twitter Email
Previous ArticleHashtags Explained
Next Article Wancube 3D Figurines

Related Posts

Best Video Marketing Tips for Retailers

January 19, 2023

5 Ecommerce Tips to Enhance Customer Support

January 17, 2023

2023 Retail Success Guide

January 5, 2023
Sign Up for Buyer Updates
WholesaleCentral.com

Join the Buyer's Network

Get news & updates only for retailers.

Latest Posts

Amazon Return Pallets For Sale: How to Profit

March 20, 2023

2023 Wholesale Apparel Trends

March 14, 2023

Top Wholesale Easter Products

February 27, 2023

The Future of Sustainable Manufacturing is a Hybrid Approach

February 23, 2023

Make Money with Foreign-Trade Zones

February 22, 2023

Overstock Liquidations

January 25, 2023
how-to
Wholesale 101 for Buyers

Amazon Return Pallets For Sale: How to Profit

March 20, 202311 Mins Read

A big trend among some online sellers is buying Amazon return pallets and overstock and…

Product News

Overstock Liquidations

January 25, 20236 Mins Read

Overstock inventory refers to the excess goods or merchandise that a retailer has on hand…

Retail News

5 Essential Tax Season Preparation Tips

January 24, 202310 Mins Read

Are you ready for tax season? April 18 is approaching quickly, and many day-to-day decisions…

Wholesale 101 for Buyers

How to Create a Google Business Profile

January 18, 20236 Mins Read

Looking for new ways to get your brand noticed? Creating a Google Business Profile can…

  • About Us
  • Subscribe
  • Contact Us
  • Advertise
  • Find Wholesale Sources
WholesaleCentral.com

Join the Buyer's Network

Get news & updates only for retailers.

Follow Us:

Copyright © 2023. Sumner Communications, Inc..

Type above and press Enter to search. Press Esc to cancel.