7 characteristics of a perfect e-commerce product page

September 17, 2018

Ever noticed that it is just easier to buy from some e-commerce websites than others?

Take ASOS for example. With their free delivery, smooth returns and product videos showing the exact way the fabric falls… before you know it you are typing in your credit card number and pressing “Buy Now”.

This comes down to building trust. In the case of e-commerce, trust is built through adequately informing the customer so that they trust the item will look the way you say it will and arrive when you say it will arrive.

In this blog post we are going to focus on product pages, and what information you need to include to turn your browsers into buyers.

1. Your complete delivery menu

Delivery is one of the major uncertainties in e-commerce. So make it simple. Don’t force your customers to go looking around to find out when their items will arrive. Tell them right then and there.

This example is from British fashion brand Reiss. We like how they give delivery as much importance as product information.

2. Delivery dates not shipping times

Answer the ‘when will my item arrive?’ question directly by stating the actual date the item is due to arrive. Delivery times can be vague and easy to miscalculate – what technically is a business day anyway? Stating the actual delivery date keeps things clear for your customers.

Sounds pretty simple right? Surprisingly the majority of the websites that we studied for this post don’t do this. E-commerce giants ASOS came to the rescue with their pop up of delivery times that even go as far as stating the time window for some of their delivery options. A great example!

3. Your delivery price list

A simple element which many e-commerce websites neglect to include is how much delivery costs.

We like the way British-shoe brand Clarks include the price for each of their delivery options on each product page. Clarks offer a free delivery option for orders over a certain value and their delivery price adjusts to reflect this depending on the value of the product.

4. Create urgency with a countdown timer

Do your customers only have 30 minutes left to qualify for next-day delivery? Let them know.

Physically seeing the clock ticking down creates a sense of urgency, which definitely plays a role in the purchasing decision.

We found loads of examples of brands who are making use of countdown timers. This example from All Saints is particularly effective because they countdown to the order qualifying for next-day delivery and seeing as they provide free next-day delivery for orders over a certain amount, it provides an extra incentive to buy now.

5. Returns policy

67% of online shoppers check out the returns policy of a brand before making a purchase (Invesp). Returns are a fact of life, and in e-commerce where customers cannot touch and feel the products they are inevitable.

92% of customers will purchase with a brand again if the returns process is easy (Invesp) so this is an area that brands can play the long game. Bring your returns policy to the product page and show your customers how smooth returns with you can be.

A great example of this is from French-fashion brand The Kooples. They state their returns policy and the fact that they will include a prepaid returns label in each package on their product page.

6. Product information

The more information you provide the less likely your customer is to return the item. It is now common practice for fashion brands – just like this example from Sezane – to include details on the size and height of the model to give customers a better idea of how the product will fit.

 

7. Ratings and reviews

One way your customers will feel more confident to buy from you is if they hear about the product from their peers.

Customers themselves have cottoned on to this. A recent study found that eight out of ten millennials never make a purchase online without first reading a review (Independent).

By including reviews on the product page you are basically doing the research for your customers. Again this makes it easier for your customers to buy from you.

This example of best practice comes from Amazon who have turned each product page into a resource for customers.

Conclusion

So what do these characteristics and examples of best practice have in common? They provide lots of relevant information to make the buying decision easier. From product reviews to delivery dates and costs, put simply, the perfect product page contains everything a website visitor needs to become a customer.

More inspiration.

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