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Nothing is more frustrating for e-commerce sites than seeing hundreds of customers abandon their basket for no apparent reason.

All the hard work has gone into improving search rankings, driving engagement through social and working out the best PPC strategy, only for potential customers to lose interest once they arrive on-site.

To combat abandonment, one of the key areas that retailers need to focus on is the product page. These need to include a huge amount of product information without appearing too cluttered.

Lingerie retailer Bravissimo was one such company. Using QuBit analytics, it found that 29% of people were exiting the site on product pages, and as many as 30% of users were not navigating below the fold. This meant customers were not seeing the cross-sell or matching items. 

With this in mind, here are some best practice tips for product pages...

Improve product presentation

Feedback showed that Bravissimo users wanted to see more specific product information regarding size and stock availability and more detailed images on the product page. 

First time customers in particular expected the delivery and returns policies to be readily available before making a purchase.

Bravissimo managed to improve conversion rates by relocating product images above the fold and reformatting product and purchase information into tabs. Users were able to answer any product related questions from within the product page as a result of these changes.

Maximise cross-sell opportunities

Bravissimo’s analysis of customer feedback found that a number of users were not seeing matching items alongside products searched. These items were ‘hidden’ below the fold and many people were not scrolling down far enough to see them.

To remedy this, it created an additional call-to-action below existing product details and above the fold, allowing visitors to browse and purchase with greater ease. 

This improvement to the product pages alone resulted in a 13% uplift in conversions across all product traffic which is worth an estimated £2.3m in revenue.

360 views

While most e-commerce sites offer customers a number of images for each product, 360 views are less common. 

Simply Group’s research found that there is always an angle customers want to see products from that hasn't been displayed.

Adding 360 views led to a 20% rise in conversion rates for these product pages, and also led to a drop in returns rates.

However, it can be difficult to produce 360 images to the necessary quality, and it is also a costly and time-consuming procedure.

Alternative product images

The Simply Group, which operates several online stores, analysed the effectiveness of images and videos on its sites and found a direct correlation between showing the product in that colour on the page, and the sales of that colour.

By simply adding that colour option to the choice of images on the product page increased sales threefold, so it's well worth the effort of taking another product photo and showing a picture of products in every available colour.

Use of video

Though product videos are becoming more common, a majority of retailers shy away from using them as a way of showcasing their products.

As we highlighted in our blog about product video best practice tips, the impact on conversions is too good to ignore:

  • Using video demos of items on product pages increased sales for Zappos by between 6% and 30%. 
  • Shoppers who viewed video on Stacks and Stacks product pages were 144% more likely to add to cart than other shoppers.
  • On Ice.com, the conversion rate for shoppers viewing video on product pages increased by 400%, while return rates dropped from 12% to 9%. 
  • Shoeline.com improved the conversion rate by 44% for product pages containing videos.
  • Videos on the simplypiste.com product pages increased conversion rates by 25%, as well as leading to a reduction in the number of returns.

Adding videos can also improve SEO, and answer consumer questions about the product.

This video on the simplypiste website showed shoppers how much the backpack can carry, the number of pockets, zips etc. The addition of videos like this led to a 25% uplift in conversion rates.

David Moth

Published 12 July, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1679 more posts from this author

Comments (6)

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Nick Stamoulis

Adding videos for your highest profits items seems like a great idea. Give people a much more tangible shopping experience, especially if it's something they are going to interact with like the backpack. A short video can do a lot more than a whole page of text.

about 4 years ago

John Courtney

John Courtney, CEO and Executive Chairman at Pay on Results SEO, Content Marketing, Social Media, Digital PR, PPC & CRO from Strategy Digital

Videos have a double benefit, great for the user experience and really good for SEO too. We do these for many of our e-commerce clients already as part of our SEO service.

about 4 years ago

Albie Attias

Albie Attias, Ecommerce Director at King of Servers Ltd

Its worth keeping in mind that not every visitor to a product page arrives there via an onsite search or drilling down via the menus. Many will arrive via a link from a search engine result or third party website. As such, regardless of what you do to optimise the content on the page, the reality is that the product isnt necessarily what the visitor is looking for. A couple of ways to cater for this include providing signposted exits back to a category level page or including similar, alternative products on the page to complement the cross & upsells

about 4 years ago

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natalieg

If a picture is worth a thousands words than a video is worth millions! A sure way to improve conversion rates.

about 4 years ago

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adibranch

agree with albie..
but, the big thing here is that 29% of people were exiting the site at product pages, correct? But, is that really bad? Everyone has to exit the site somewhere , don't they? otherwise w'd all be bouncing round in websites forever and not getting any sleep. To me the product page is the most common sense place you would lose the highest percentage of visitors, no matter what you do.

So, is it any wonder that they are exiting at their (as consumers) final point of call? in the real world is 29% that bad? really? And this also begs the question, where are the other 70% exiting? Before they hit the product? after they have bored themselves silly with clicks into cross sells (which are also of course, product pages).

about 4 years ago

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makeonlineshop

Cross selling is the best way to loose customers !

When they have an item in their cart they must pay it instead of looking for anything else !

about 4 years ago

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