Wednesday, 18 March 2015

The Top Ten Rules of Product Page Usability
Getting a visitor or returning customer to click on that 'Buy Now’ button can be very difficult, with a lot of pitfalls along the way.  Conversion is without a doubt the most important factor of e-commerce and getting your product page web usability right is half of the battle.

A visitor will arrive at your website because they’re looking for something but just how simple do you make it for them to find it, and then once they reach the exact page which holds all the information for the product they’re seeking how easy and inviting do you make it for them to buy?

There are so many e-commerce sites out there competing for your slice of the market, give yourself the best chance of success by following these rules.
1.  Image
I’ve written about this here also as its the image that draws the customer in, and is the most important element of your product page, but in essence your images need to be very clear, have a large sized zoom facility so that detailed close-ups are available, and thumbnails for alternative views. 

If you're offering a product that would benefit from a model shot, or a video then include those as well if at all possible, plus various detailed stills shots. 

2.  Product Name

Should be at the top with clear wording, making it easy for people to search for specific products and arrive at the right place quickly

3.   Price
Immediately below the product name or over to the right – must be instantly visible.

4.   Make your descriptions clear and succinct.
Imagine that it’s you who are buying something, what would you want to know?  If you need to include a lot of information consider bullet points or tabs and don’t make visitors scroll a long distance down the page, losing sight of the image.  As much information as is necessary should be immediately available without any scrolling and pictures sell more effectively than words.

5.   Delivery
Information should be obviously accessible on each product page

6.   Size Availability

Be totally transparent about what’s available and when.  Don’t offer all sizes if some are out of stock. Some websites tell you how many they have left of each item.  When the numbers go down they create a 'need' to buy now.

7.  Ratings and Reviews
If you offer customer ratings and reviews put these in a prominent place – many retailers are afraid of showing these without realising the overall benefits of customer ratings in improving both trust and conversion rates.

8.  Social Sharing Buttons

Put these where they are obvious – you want your visitors to share the products they like with their friends.  It won’t happen if they’re hard to find.

9.  Cross-Sells
Include on every page.  Yes it’s extra work for you, but cross-selling will generate further sales.

10.  Add to Bag Button
Your Add to Bag button should stand out, either by choice of colour or by making it slightly oversized.

Don't allow your web designer to get clever, or think 'I want to do something really really different on my website'.  The basics of product page conversion are to make it as simple for the user as possible, they want to browse, arrive at the page offering what they're looking for, look, read, click buy, input details, and leave.  Fast.

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