using a credit card and laptop to purch online - ecommerce customer experience

eCommerce continues to experience explosive growth year after year.  And as more and more consumers turn to online shopping, their expectations for great eCommerce Customer Experience also continue to rise. 

This means there is still a massive opportunity to build and grow an online business. But, make no mistake: The digital space is incredibly competitive. 

It is not all about product and price anymore, to stand out, you need to have a great digital customer experience. That means going above and beyond to exceed your customers’ expectations. Here’s why eCommerce customer experience matters:

Improving Your eCommerce Customer Experience WILL Increase Sales 

For most eCommerce businesses those experiences start with your product pages.  After all, when you give customers detailed product information, you give them the confidence they need to make informed buying decisions, and improve their buying experience.

If they don’t like what they see when they land on your product page or can’t find what they’re looking for, they’ll move on in just a few seconds. And just like that, you’ve delivered a poor customer experience, ending the relationship just as soon as it started.

Providing an excellent eCommerce customer experience is not only helpful for business, it’s a necessity.  And by improving the shopping experience on your product pages you’ll increase conversions. Keep reading to discover my top tips to improve product pages.

How to Design Product Pages that Improve the Experience and Increase Online Sales

Every product page has just one job – it needs to convince the visitor that the product is worth buying.  You need to make sure your pages have the following:

1. Good Site Speed and Navigation

Consumers are getting more impatient than ever. They’ll leave your site if it’s either too slow to load, or it’s taking them too long to find what they’re looking for.

2. Easy to find contact Information

Clearly showing contact information, perhaps a phone number and/or live chat options, typically increases conversions by giving visitors confidence that your company is “real” and is there to answer any questions they have.

3. Customer Reviews

Nearly 95% of customers turn to reviews when shopping online and say that reviews are the most important factor influencing their purchasing decision.

Amazon seems to be my go to store these days and before I even read the product description I look at how many review stars it has.  Amazon make it really easy to see and read the reviews to help make an informed buying decision.

4. Price with a CTA

As brilliant as your product page is, it is very unlikely to achieve any conversions if there isn’t a clear call to action. 

5. Button Colour 

The colour of your CTA button should contrast against the rest of the page. So whether you choose to use complementary colours or colours similar to the colour scheme of your page, you’ll have little trouble if there’s a high contrast.

Just changing up the colour of your CTA button could have a huge impact on your conversion rate.

Montezuma do a great job of contrasting the green ‘add to basket button’ with a bright orange background, making it really jump off the page.  What I also really like is the fact it is a sticky button.  As you scroll down it stays with you.

Montezuma eCommerce Customer Experience screen shot

6. High Quality Product Shots & Videos

In order to increase conversions, you should use images and videos that allow shoppers to see every single detail of your product. They should be able to view the product from different angles so that they can make sure it’s really what they want. 

7. Cleary Display Your Brand & Service Guarantee

The brand guarantee is really important and will boost conversion rates.  Things like ‘Free delivery’, ‘10 year warranty’, ‘Contactless Service’.

The Humax product pages are a good example.  Not only to they let you know about warranty and delivery, they also let you know what tools are required.

8. Write Compelling Product Descriptions

Writing compelling product descriptions, along with other on-page copy, like call-to-action buttons, can help drive more conversions.

The key to writing a compelling product description is to focus less on being descriptive, robotic, and keyword-happy, and more on writing original content that helps prospective customers imagine themselves using your products.

Ikea uses nice typography and is short and sweet with the item information and descriptions. It offers more information about the product and technical information below for users who want to dive deeper into the product.

Ikea eCommerce Customer Experience website screen shot

9. Use Persuasive Words

By using the right words – yes, just words – you can increase your conversion rates.  Persuasive words capture your attention, imply a direct advantage and trigger a sense of gratification.

Tweak your copy on your CTA’s, copy and headlines, and try to incorporate these words in your body copy.

  • You
  • Free
  • Because
  • Instantly
  • New

10. Use FAQs to Educate and Overcome Objections

Answering the questions you already know visitors are asking right on your product page is a great way to increase conversion rates. 

11. SEO data

By optimising your meta descriptions you will boost conversion rates. Make sure your title tags and meta descriptions are appealing to increase traffic to your website.

For more information read my article about how to use SEO to improve customer experience.

12. Seamless Checkout page

Creating an easy checkout process could reduce the number of abandoned baskets you see. The checkout process should be simple, the shopping basket should be visible from every page, and payments must be secure. 

Offering many types of checkout options, including Paypal will ensure your customer doesn’t get to checkout, only to find you don’t take his preferred payment method

13. Exit Intent Pop Ups

Exit intent popups increase conversion rates by 5% to 10 %. If someone is leaving your website without buying something you can offer an incentive to buy.  Things like free shipping, discount code, free gift, digital downloads.

14. Basket Abandonment Campaigns

Recapture the attention and transactions of your basket abandoners with effective email marketing sequences.

15. Use Scarcity and Urgency

Use scarcity and urgency to create the sense that products might not be available for visitors to buy at a later time, that special deals might not be available at a later time, or that the price might change at a later time. 

The goal is to put a bit of pressure on visitors and urge them to make a purchasing decision faster, and before leaving your website, helping to reduce the number of users abandoning their baskets.

Try words like:

  • Limited offer
  • Only xx left
  • Within the next xx hours
  • Today only
  • Sale ends xx

In Conclusion

A great product page doesn’t necessarily need all of these features, and it may well depend on the item itself. But keep in mind, spending time thinking about how to make the potential customer’s life easier, often results in a happier shopping experience. 

Keeping content consistent, writing in easy-to-read language, and providing social proof through user reviews can all help you increase trust in your brand and provide the experiences your customers expect. And that means higher sales, more loyalty and more value.

It’s really important to measure and track the success of your product pages.  By carefully analysing this data you can highlight areas of success and any pain points  If you consistently measure and improve the customer experience you’ll push customers further down the sales funnel and see an increase in conversions. Have a look at my article about using Google Analytics to improve customer experience for more information.

And finally, if you’re looking for more in-depth analysis of your customer journey’s or help to improve your eCommerce Customer Experience then get in touch and I’ll be happy to help.

I offer various packages depending on your needs, so it doesn’t matter if you’re just starting out or you’ve been reselling online for years and need a fresh pair of eyes.

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