Constantly I’m stunned at how many well-known e-commerce sites have very deficient product
pages. Many large companies, especially click and mortar retailers, seem
to forget that products cannot be touched, tasted, or tested over the internet.
While the internet will never perfectly simulate the in store experience, there
are dozens of tactics that can be implemented on the product page to increase
customer engagement and convert visitors into buyers. Below I’ll describe 25
tactics I’ve either used or seen used by other internet retailers.
Better Product Pictures:
It’s important to remember that unlike you, your customers may have never seen nor handled your products before. Therefore, take pictures of every possible angle a customer
would want to see. Also, make sure the quality is acceptable. If you’re still
using a 1 megapixel camera you got for Christmas 10 years ago, it’s about time
to upgrade.
Flash Zoom w/ Different Angles:
Many advanced e-commerce customers have implemented flash technology to allow zooming and changing angles. If you have the expertise and the resources, this is a killer
add on feature for any product page.
Info about Where the Product was Manufactured:
People care immensely about this. Whether they are concerned about ethical working
conditions, or just for quality reasons, be sure to tell them where your
products are made. If they are made somewhere besides the US, be sure to put a
link to your fair labor policy, so your customers don’t think you’re using
sweatshops.
List benefits not features:
Don’t rattle of an endless bullet list of technical specifications. Tell customers specifically
how this product will improve their life.
Show product measurements and weight:
Remember, they can’t actually touch and hold your product over the internet. Give them the
next best thing with the measurements and weight.
Make “Buy Now” Impossible to miss:
The “Add to Cart” or “Buy Now” button should reach out and grab your attention. Avoid the tiny, vague “Add to Bag” buttons that are used by many online stores.
Customer generated product reviews:
This will both increase the amount of trust your website receives and add valuable content
for the search engines. Worried about negative product reviews? Don’t, the
experts say it can be one of the greatest tools to show your customers you are
transparent and trustworthy.
Ask a Question Button:
Don’t leave your customers hanging with nagging questions about a products. Add a link that emails your customer service department so customers can ask a specific
question about the product. This also serves as a great feedback tool so you
know what information needs to be put on the product page to prevent
questions. For an example of this, checkout the product pages of C28′s
Witness wear.
Show Related Cross sell items:
Having a “customer who bought this also liked…” section is a great way to cross sell. Remember, a product page can be a dead end if the customer is not interested in what
they are viewing. Always give them somewhere else to go.
Show Related Up sell Products:
Add to your average order by suggesting an upgrade to what they are currently viewing.
Show add on items:
Selling shoes? Don’t let your customers checkout without socks! Customers will
appreciate the suggestion, and you will increase your average order.
Include possible search query terms in the title tags:
If you sell moisturizer cream, don’t just put the product name in the title tag. Create an
extra field in your product database that people will likely search for such
as “Cure for Dry skin.”
Currency converter:
Have you ever been to a site that showed currency in something other than US dollars? I have, and I usually leave because I am too lazy to convert it. Including a currency
converter link near the price will help encourage your international business. If you don’t want to clutter up your product page, you can even program the link to only show if the user has a non-US IP address.
Add a Wish list:
Wish list’s are a great way to create stickiness and possibly even reduce shopping
cart abandonment. People tend to use shopping carts as wish lists, so giving
them to real thing will allow you to more accurately track your true shopping
cart abandonment.
Email Me When It’s Re-stocked Button:
Many sites, especially apparel retailers, may sell out of a certain size or variety of a
product. Rather than throwing up a “Out of Stock” notice on the product page,
why not allow people to be emailed when the item is re-stocked? In my
experience, this is one of those features that really surprises and delights
customers who are otherwise already frustrated. Checkout an example of this on
the product pages of C28′s
Faith wear and t-shirts.
Email Me Before It Sells Out Button:
People tend to wait to the last minute. But what if you warned them before the item sells
out? There’s no greater way to create a sense of urgency then by sending an
email saying “Hurry, it’s about to sell out!”
Email Me When Products Like this are Added:
Customers are tired of generic, one size fits all email newsletters. Give them something
they really care about by creating a system where they can request to be
notified when product within certain categories are added to the site.
Social Book marking Links:
Although its not typical to see a Digg or Delicious button on an e-commerce site, it may work well for certain buzz worthy products.
Bread crumb navigation:
It’s easy to get lost in a myriad of product categories, so always keep visitors informed about where they are with Bread (aka Cookie) crumb navigation. Bread crumb navs
typically are located in the upper left hand of the page and look something
like this: Home > Top Category > Lower Category > Product Name
Customer Submitted Photos:
Allow your customers to upload pictures of them using your products. This works great for
apparel retailers, or anything where people take pride in using a product.
Customer Audio Testimonials:
This is becoming common as sales pages for eBooks or other informational products. A
testimonial that can be listened to will probably hold more weight than simple
text on a page.
Customer Video Testimonials:
Even better than just audio, allow for full video testimonials. If you have the videos hosted
by YouTube, you can also spur a viral marketing campaign.
Back Button to Product Category:
This allows customers to navigate more efficiently and return to where they just were.
Browser Bookmark Button:
Don’t let them forget your site. With a simple JavaScript command, you can trigger their
browser to bookmark your product.
RSS Product Feed:
With the integration of a feed reader into Microsoft’s IE 7, Rss feeds will likely
move out of the early adopter stage and become more mainstream. With the
abundance of SPAM in the inbox, receiving product updates through an RSS feed
is a great alternative for keeping your customers informed.
I trust that some of the ideas above have given you inspiration for your website. Remember that with everything you do on your site, keep your customers top of mind. With that
strategy, you’ll never fail.