Understanding E-commerce: Definition and Types
Let’s start with the basics, shall we? The definition of e-commerce is absolutely essential for any business owner to know by heart. So, let’s have a look at the Product Pages again.
E-commerce, often known as electronic commerce, is the exchange of goods and services as well as the sending of money and data through an electronic network, most commonly the internet. These business dealings can be either B2B (business-to-business), B2C (business-to-consumer), C2C (consumer-to-consumer), or C2B.
There exist several definitions and explanations for e-commerce, but the above-mentioned one just happens to be our favorite.
Your online store’s product pages can make or break your revenue. The product page is the true turning point for your company, even though all of the pages on your website contribute to the buying process. After all, you’ve put a lot of effort and money into getting to this point in the process and attracting users to your website. Don’t let your product pages let you down; they’re what seals the deal.
Mobile commerce is expanding (and not just browsing, but actual conversions) Google is taking its mobile algorithm more seriously and separating it from its desktop version in order to take into account the tastes and habits of mobile users.
Web stores are officially Amazon’s storytelling partners since they are more affordable and convenient.
These three parameters all indicate the following:
- The most crucial page on your website is the product-dedicated page.
- Your traffic and conversions will soar if you build your product page well.
- If you don’t, practically all of your marketing and advertising initiatives will be unsuccessful.
- This is a tricky business, and landing page builders for digital marketing have been struggling with it for a while.
The Significance of E-commerce Product Pages as Landing Pages
Because it’s the first thing that customers see when they visit a website, it’s simple to think that homepages are the most crucial landing pages. Product pages, however, are actually the most crucial landing pages for e-commerce companies to get correctly. This is due to the fact that product pages are what drive direct sales.
Online sales of goods and services have risen substantially over the years. Some of the primary motives for choosing to purchase goods online as opposed to in physical stores are ease and convenience, cost savings, and free shipping.
Predictions estimated that more than 2.14 billion people worldwide would make online purchases in 2021.
Your product page is now, at least functionally, a landing page.
Use psychological triggers to persuade browsers to add items to their shopping cart, which means that (in order of importance):
- Draw customers’ attention to the add to cart button right away.
- Clearly describe the firm and the goods (after all, consumers are bypassing your homepage)
- Create a sense of trust in the brand and business, frequently by using social evidence
- To raise AOV, upsell, or resell. AOV= Average Order Value
- We can accomplish each of these in various ways, so we’ll focus on each item below and provide examples of how people use their e-commerce product pages as landing pages.
Why is your e-commerce product pages’ design so important?
When designing your product pages, you should consider three primary factors:
- Even if it’s only one page, your product page is undoubtedly the most crucial location to present the product-specific material that influences visitors’ purchasing decisions. Consumers consider product content to be extremely or very significant when making purchases in 87% of cases.
- You can turn a prospective customer into a devoted patron on your product page. Visitors who land on product pages are frequently nearing the end of their shopping process and prepared to make a purchase. This is the point where you either win them over or lose them—oftentimes permanently.
- Businesses can spend money in an effort to increase traffic. Instead, companies may optimize their product pages to increase conversions from the current visitors, saving money on marketing. Focusing on creating an optimized product page for conversion and including trust features to reassure your clients that their personal information and money are safe with you will undoubtedly raise your sales with existing traffic.
What makes product pages so crucial?
Product pages, as the name implies, aim to simplify the online purchase process for customers by offering an easy way to instantly buy a specific product, complete with relevant photographs, videos, and descriptive text. Customers can access product pages on many websites to read reviews, view related goods, and add items to a wishlist.
To deliver the optimal user experience, e-commerce product pages should balance content and functionality.
Depending on how effectively you implement them, your e-commerce product pages could either make or break sales for your online store. The UI (user interface), UX (user experience), and IxD (interaction design) of your website all have a significant impact on interaction cost, which is defined as “the sum of mental and physical efforts that users must exert to reach their goals.” This means that it is not just about the layout, content, or functionality of your website.
The amount of time and effort your customers must expend to traverse your website has a direct impact on conversion rates, sales performance, and, ultimately, the financial health of your company.
Although getting a tonne of visitors to your homepage can seem like a surefire way to succeed, this is only one step in a complex customer journey. Increase your conversion rate by directing your audiences to land on specific product pages rather than increasing traffic to your website’s homepage.
Ecommerce Best Practices for Product Pages
To begin with, you should check to see if you have all the product page components:
- Feature image
- Gallery or product photos
- Product overview, including title, price, features, CTA and customization options
- Product description
- Social proof, including review and ratings
- Similar product suggestions (upsell and cross sell)
- Human interaction for any help or guidance needed
- Featured picture
- Overview of the product, including the name, cost, specifications, CTA, and customizations
- Product or photo gallery
- Product details
- Relative product recommendations (upsell and cross-sell)
- Human involvement for any assistance or direction required
- Social proof, such as testimonials and rankings
- Your feature image is the single most crucial component of the design of an e-commerce product page.
- This eye-level, medium-to-long view highlights your merchandise.
- Your feature image influences visitors’ first impressions and decisions to investigate further, as it can either excite them or turn them away.
- Your ideal option is a well-polished product photograph that perfectly centers, features a white or light background, and includes subtle or no shadows.
- In the event that you choose to sell your goods on Amazon, you may also use this image there. So, it’s a win-win situation.
- The product page must persuade the viewer of the item’s value in addition to the feature image.
Overview of the product, including the name, cost, specifications, CTA, and customizations
Your product page must include high-level details about the product right away in addition to the photographs.
These particulars are:
- Product name
- Components and features
- Opportunities for customization
All of this data should ideally be located above the fold. Not always is that feasible (in fact, it is rarely possible).
Many brands compensate for this with appealing design.
It is not the description; instead, they use colors, fonts, and icons to provide an overview rather than using a lot of text (there are many factors that go into e-commerce product page optimizations, such as product focus, excellent images, copy quality, product reviews, button placement, access to crucial information, etc.).
Product or photo gallery
The next thing your visitors are likely to do after viewing your feature image is peruse your image gallery.
Another crucial component of the design of an e-commerce product page is galleries. A gallery like this should comprise roughly a dozen pictures, most of them well-lit like your feature image and presenting your goods from all necessary perspectives.
To elicit an emotional response from your customers, it’s also a good idea to incorporate at least one or two in-context or lifestyle photographs.
You can even include a 360-degree view to pique buyers’ interest even further or a movie that provides additional information or responds to inquiries.
Not just because they enlighten customers about your products and persuade them to buy from you, product pages are the most crucial aspect of your store.
They are crucial since effective product pages boost your search engine rankings and initially attract more customers.
One of the simplest things you can do to increase sales is to simply enhance your product pages; all it takes is a little amount of time.
To generate highly rated product pages, you will need the following:
Product descriptions that are unique Videos of the product Social proof (which is covered in the next part).
Relative product recommendations (up-sell and cross-sell)
The goal of upselling and cross-selling B2B sales methods is to attract current or potential customers to your goods or service in order to increase sales. Additionally, it has a big impact!
It is not surprising to learn that cross-selling typically boosts revenues by over 30%, while upselling can increase sales by 10% to 30% on e-commerce sites. Furthermore, according to statistics, B2B enterprises only generate 77% of their revenue through upsells, renewals, and cross-sells.
Cross-selling encourages customers to acquire related products and services, while upselling prompts prospects to purchase a more expensive version of a product or service they are interested in. Despite their divergent approaches, each of these strategies are important for increasing sales.
Human involvement for any assistance or direction required
Last but not least, make sure to include links to any further information that visitors to your website might be seeking for.
Include a prominent link, for instance, to your returns and exchanges policy page and to a constantly updated FAQs page that might address any unanswered queries.
Installing a chatbot that responds to frequent queries is another option.
You don’t want website visitors to leave your page to look up more information on Google. If it occurs, you have failed to perform your duty.
Social proof, such as testimonials and rankings
Product reviews enhance conversion because they foster confidence.
When making a purchase, more than 80% of customers read reviews, and including them on your website can increase sales by up to 18%.
Reviews actually do more than just aid with conversion rate optimization.
They are an innovative and important part of our online purchasing experiences.
According to research, social media has changed our perception of a stranger’s advice, which has affected our historical ideas and presumptions.
Social media encourages trust, which has a substantial impact on purchasing intention. Trust thus plays a crucial influence in e-commerce by both directly and indirectly influencing perceived utility and intention to buy.
What characteristics distinguish a great product page?
The rate of conversion on an excellent e-commerce product page rises while the rate of cart abandonment falls dramatically. Customers should be able to browse your products, see relevant suggestions, add items to their shopping carts, and then complete their purchases.
A strong product page also reduces your website’s bounce rate, which is the rate at which people enter your site and then leave without visiting a second page. Great product pages allow users to browse the website for longer periods of time, explore other sites, and eventually make speedier, less hesitating purchases.