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Product pages maintain considerable strategic importance for
ecommerce websites. Your visitors enter your product pages not only with an
intention to buy something (the most desired end action) but to also learn,
research and compare what you have against a competitor. In addition to this,
product pages also serve to help buyers find relevant pricing information,
delivery costs, warranty and/or return policies and a whole lot more.

To be effective, your website must implement product pages
that are able to satisfy each of your visitor’s needs. But information isn’t
enough either. While providing necessary information, these pages must be
convincing enough to entice your visitors to move through the purchase process
– on your site rather than on a competitor’s website.

This is a tall order for pages that typically have very
little content. But it’s not impossible. Here are 12 things that will help your
product pages convert visitors more effectively.

Calls
to action

Every product page absolutely must have at least one, if not
more, calls to action. The most important action a user can take is to “buy
now” but other actions such as “purchase,” “add to cart,” “save
for later,” “add to wish list,” etc, can be equally effective at
capturing a sale.

Contact
information

Not all shoppers are comfortable using web forms or wish to
purchase online. Others have questions they need answered before completing
their purchase. For these shoppers you should have a visible phone number or
email address as well as additional contact information and purchase options
available.

Consistent
layout

Product pages must be consistent from page to page (product
to product). Don’t confuse visitors by changing the location of information
from one product to the next. Keep information consistently located on all
product pages.

Overview
information

Each product should contain a product summary, overview or
short description. This information is best provided as high up on the page
(“above the fold”) as possible. Additional information such as
features, specifications, etc. should be secondary.

Detail information

Leave room on the page for necessary information and
details. You can also provide links to additional pages of content if
necessary, but the less you force visitors to click away from the main page,
the better.

Product
comparisons

Allowing side-by-side product comparisons can enhance the
shoppers experience. Comparisons help shoppers find the product(s) that best fits
their needs and help them make the best purchase decision.

Printer-friendly
option

Not every shopper will be ready to buy now and may need time
to mull over their purchase. Product and comparison pages should contain
printer-friendly links that allow shoppers to print the information for later
reference. Once printed, this also provides them a reminder of where to come
back to in order to make the purchase.

Pricing

Unless products are custom priced, pricing information must
clearly be presented on the product page. If specific pricing information
cannot be added to the page you should include price ranges or “starting
at” pricing.

International
options

If you sell products to international destinations include
pricing information in different currencies. If you support a wide range of
international destinations, provide a link to a currency conversion site
allowing your shoppers to make the conversions easily on their own.

International
options

Image quality plays a significant role in the mental process
of making the decision to purchase. All images should be of the highest quality
possible. Poor images convey poor products.

Quality
images

Add additional alternate images whenever possible. Enhanced
image views such as larger pictures, zoomed in and multi-angle views and even
video can provide additional benefit to shoppers. This benefit enhances trust
in the products shown.

The role of your product page is to inform and sell. It
needs to do both. The better informed shoppers are, the more likely they will
be not only to purchase from you, but to make the right purchase. A sale that
later turns into a headache due to lack of information is a profit loss. On the
other hand, giving visitors the information they need will steer them to the
right product and help them make a informed purchase that creates profit not
just from one sale, but repeat purchases for years to come.

There is a lot more that can be added to this, however much
of that will be addressed when I talk specifically about shopping carts in the
next installment.