If you feel you need to improve the product detail pages on your ecommerce site, you’re not alone. 61% of ecommerce retailers cite the need to improve the information included on each product detail page of their site in a recent article on InternetRetailer.com. As one of the key ways customers get the information they need to make a purchase, the product detail page can play a key role in whether or not a cusotmer buys from you.
Exceptional product detail pages include:
- Product contents. If you are selling a kit or set of items, be sure to list out specific details of what is included. Piece count (e.g. number of widgets), product volume (e.g. ounces of cleaning solution), what each item is made of, etc.
- Product dimensions. Be sure to include the height, width and depth of each item.
- Product weight. Important for all product pages, product weight is especially important if the product is heavy or oversized and will affect shipping costs during the checkout process.
- Option to estimate shipping costs. Giving your customer the option to estimate shipping costs as early as possible in the buying process will help reduce cart abandonment, especially on heavier, oversized or special shipment type products.
- Shipping limitations. In addition to product weight and size constraints, some products are subject to shipping limitations such as requiring specialized shipment for hazardous materials or refrigerated shipping for products that must be kept cold. Disclosing this information on the product detail page keeps customers informed before they get to choosing a shipment method during checkout.
- Product images. There are no showrooms in ecommerce, so customers are being asked to make a purchase without seeing or touching the product before hand. Product images and video can be especially helpful in bridging this gap. Include as many high quality images as you feel is necessary to explain features and functionality that might not be readily visible or understood by the customer.
- Stock status. Is the product currently in stock? If not, make sure to provide an estimate of when it will be available or allow the customer to request an email notification when the product is back in stock.
- Product price. It’s elementary, but include the price of the product on the product detail page. Try to avoid making the customer put an item in the cart to view a price or, worse, call you to ask for a price.
- Customer reviews. It’s a fact. Customers trust other customers. They don’t necessarily trust you. Include customer product ratings and reviews whenever possible to give the product 3rd party credibility. And don’t just show the “perfect” scores, even though it’s tempting.
- Cross-selling and upselling suggestions. The product detail page is an ideal place to present both cross-sell and upsell product suggestions to your customer. The tactic, “Customers who purchased this product also purchased that product” can be especially effective here.
- Bundling options. Can the product in question be bundled with other products? If it makes sense, be sure to show how bundling products together can provide both convenience and cost savings (whether through a reduced combined price, reduced shipping, or both) for the customer.
Considering the list above, how do your product detail pages stack up? If your product detail pages are a little light on content, adding relevant content will beef up the value of your site to the consumer and increase your site’s overall conversion rate.