The objective of a product detail page is to encourage your customers to checkout.
The following are the best practices for the design of product detail pages:
#1 Make sure your product name makes sense to your prospects
When deciding on the name of a product, use the same language your customers use. Use your customers’ exact words. Not the words you think they use. Literally the exact words they use to describe your product.
You can get these words by scanning product reviews, email replies, survey responses, blog comments and by interviewing your customer support staff. Avoid using industry jargon in products’ names. Make the product name descriptive and easy to understand.
#2 Do not use the exact same product name as supplied by your manufacturer
Product detail page design best practices 1
I have bad news for you. You could be losing tons of money in comparison shopping carried out by your prospects.
Many retailers (who are not manufacturers) use the exact same product name as supplied by their manufacturer. So if the product name supplied by a manufacturer is ‘BURBERRY BE4291‘, retailers use the exact same product name on their landing pages.
When you use the exact same product name as supplied by your manufacturer, it becomes very easy for your customers to do comparison shopping. All they have to do is copy the product name and search it on Google to find a better price/deal:
Change the names of your products a bit. Give it your own unique voice.
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#3 Show product ratings and reviews on the product detail pages
Countless case studies have shown that user ratings and reviews boost website sales. When you show product ratings and reviews on the product detail page, you give your prospects reassurance that they are making the right decision by buying your product.
If you don’t include ratings and reviews, your customers may do their own research to check what other people think about your product. And when they exit the website to do their research then there is no guarantee that they will return back to the website and complete the purchase.
#4 Do not show only positive ratings and reviews on the product detail pages
Negative reviews actually boost the credibility of your positive reviews.
When your customers see nothing but tons of positive, 5-star reviews they tend to get suspicious. A mixture of positive and negative reviews increases the credibility of your overall website reviews. So do not hide negative reviews.
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#5 Use a product recommendation engine on the product detail pages
According to Forrester Research, product recommendations are responsible for an average of 10-30% of e-commerce website revenues.
A product recommendation engine is a software that tracks users’ behavior on your website and based on that, it suggests products that users might be interested in. So it basically tries to personalize product recommendations for each unique website visitor.
It can also create cross-selling recommendations based on what has been added in the shopping cart.
For returning customers, the engine can recommend products based on past purchases. You can also use a recommendation engine to personalize product category pages for each unique website visitor.
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