According to Adobe’s Consumer Content Survey, almost half of consumers visit a brand’s website to research a product before making a purchase. As a brand, it’s your job to provide website visitors with user-friendly product pages that contain the information they are looking for, keep them engaged, and, ultimately, help them fulfil their purchase.
In this article, we’re going to take a look at some of the elements website users expect to see on product pages and how you can convert website traffic into product sales.
The Importance of Product Pages
The nature of online shopping means consumers don’t have the luxury of seeing the product in real life before making a purchase. The perfect product page provides consumers with all the information they need about a specific product and allows them to make an informed purchase – minimising the need for returns.
Not only do product pages provide detailed and relevant product information, if designed correctly, they also aid customers in their buying journey, encourage them to make a purchase and help create brand loyalty.
Episerver’s 2017 ‘Re-imagining Commerce’ report found that 92% of consumers visit a brand website for the first time for reasons other than making a purchase. Of these consumers, the report revealed that 45% are searching for a product or service, 25% are comparing prices or other variables, and more than one in 10 are looking for store details.
Ensuring this information is displayed clearly on your product pages is a great way to gain trust from consumers and prevent them purchasing from competitor brands.
Content is key! Providing an array of product information and different types of content is a great way to encourage users to stay on your website and make a purchase. Forrester Research’s report titled ‘Six Things Brands Must Do Online To Improve Sales’ emphasises the importance of including detailed product information throughout the customer journey, highlighting quality imagery and comprehensive product details as some of the key factors.
According to data from inRiver, 94% of online shoppers say product information is important to their purchasing decision, but what kind of information are they looking for?
Some of the content consumers expect to see on product pages includes:
- High-quality images
- Video content
- Pricing information
- General product information (product specifications, sizing, fabric etc.)
- Price comparisons
- Stock availability
- Delivery details
- Consumer reviews
We’ll take a look at some of these in more detail below.
When it comes to purchasing products online, users want to know they are purchasing a legitimate product that is going to fulfil their needs – which is why reviews are a must on product pages. In fact, data from Pew Research reveals that 82% of consumers read customer ratings or reviews before making a purchase – that’s a lot of customers! While, yes, website visitors can take your brand’s word for it by reading the product specifications, they are more likely to purchase if they can see other consumers have had a good experience with the product. Reviews are a great way of painting a real-life picture of a product.
A good product page will provide an array of product information to answer the user’s questions, but a great product page will also provide customer support for any questions left unanswered. According to ‘The Customer Experience Tipping Point‘ report by Ipsos and Medallia, 49% of digital shoppers expect to have the option to chat with a live representative while browsing a brand’s website. When shopping in-store, customers can ask a member of staff for extra help at any time throughout their purchase journey, so it makes sense for brands to offer this service online, too.
Simple customer journey
Ultimately, product pages that are designed with the user in mind are the ones that convert the most sales. If a user lands on a webpage that is not easy to navigate and has no clear path to purchase, they will likely exit the page to find what they are looking for elsewhere. Research shows that a third of consumers will move to another website within 10 seconds if general product information is lacking. Essentially, it’s about giving the website visitor what they are looking for and providing a first-class user experience. With 88% of online consumers admitting they’re less likely to return to a site after a bad experience, it’s crucial to make sure they have a good one on your website.
Buy Now Options
It’s all very well providing detailed product information, but if your website has no e-commerce offering and no option for users to purchase elsewhere, they will exit your site and purchase from a competitor that does. Displaying a ‘buy now’ button and/or a selection of trusted retail partners will help users along their buying journey and encourage them to purchase your brand’s product.
Hatch’s Where to Buy Online and Local solutions enable brands to convert browsers into buyers on their website, whether or not they have e-commerce capabilities. The Hatch widget displays retail purchase options (online and offline), price information and stock availability to help consumers fulfil their purchase. With 74% of consumers visiting product pages for price comparison information, the Hatch widget is a welcome addition to any brand product page.
From price comparison to product specifications and customer reviews, product pages play a huge role in the consumer buying journey and overall user experience. As we’ve discovered throughout this article, there are certain features website users expect from product pages, and not including these elements within your product page design could mean losing business to a competitor. Ultimately, as a brand, you need to equip consumers with the information they require about your product, so they feel confident enough to make a purchase.