9 Best Practices to Optimize your eCommerce Product Page

By Rachel Jacobs

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For eCommerce store owners, your product page deserves a lot of your attention. There are so many elements to consider, but also lots of opportunities to create a great shopping experience for your customers.

In this article, we are going to look at some of the areas you can focus on to really optimize your eCommerce product pages for higher conversions, a better shopping experience and turn your browsers into buyers.

1. Map out the Elements of your Product Page

The first step in designing an eCommerce page optimized for conversions is to incorporate the elements that are commonly used in successful eCommerce pages.

Looking at a popular store like Asos as an example, we can identify some of the important factors that they have found worked well on their product page.

With product pages having such a significant impact on conversions, you can be sure Asos will be dedicating resources to test and optimize each and every component.

This attention to detail is evident if we look at how a typical product page loads in slow-motion – capped at 250kb/s (or a regular 3g connection). The order of how each component loads gives us some indication of how important each component is.

Source: Asos

The loading order of the elements goes:

  • Navigation and logo. The user should always know where they are and have a way to navigate to other pages quickly.
  • Product thumbnails. Images convey that the user is on the right page and gives them a preview of the page before it has fully loaded.
  • Product title and breadcrumbs. Further confirm the user’s choice and give them a quick option to navigate back to a similar category
  • Main product image. The product photo is what the customer is looking for. Notice that these load even before the call to action, despite images typically being a larger file size.
  • Call to action. The add to cart button
  • Extra information. Further product information that lies below the fold is loaded last.

Let’s break down some of the components of the Asos product page further.

2. Highlight your Product Photos Front and Center

Asos is a content-heavy site that uses photography in a variety of ways. When you’re on the homepage, you won’t see photos linking to any specific products, but rather to collections.

product_photos_asos.jpg

Source: Asos

But when a customer clicks through to a product, it’s a different story. The first thing they see is a product image front-and-center. What little content remains above the fold is all aligned around this main photo gallery.

asos_product_Page_1.png

Source: Asos

We’ll talk more about the importance of the variety of different photos that Asos uses, but the positioning and prominence are what’s important now. Product photos help customers immediately discern details about a product faster than any description and help them find the product they are looking for quicker. They need to be placed prominently and loaded quickly.

3. Display Shipping Information Clearly.

Not only do Asos have a free delivery and returns banner, they also link to their free worldwide shipping details next to Go to the full article.

Source:: Business 2 Community

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