As an eCommerce business, it goes without saying that your website is your bread and butter. Our society is busier than ever, and more and more customers are finding meaningful value in shopping online.
The good news for you is that your website is all you need for a successful business. The potentially overwhelming news is that it’s absolutely imperative that your website contains intelligent design, focused on the Customer Journey and Customer Experience.
While you might have an aesthetically pleasing homepage and about section where you describe your business and your passion surrounding your products, your product pages themselves are where your resources and design savvy need to be laser-focused.
Why Product Pages Matter to Customer Experience
To facilitate a great Customer Experience, you’ll want to optimize your product pages to appeal to your intended demographic and fulfill their specific retail needs. The Customer Experience itself begins the moment your audience comes in contact with your content. If you have distinct, well-designed product pages, your product images themselves can serve as major touchpoints for customers when shared or advertised to social media.
Your product pages can fulfill various steps of the Customer Experience and Customer Journey. Superior product pages draw customers in, explain your product, show customers why this product is better than others, and reassure customers that buying is safe and easy.
Product pages can also provide a review section that boasts customer satisfaction and encourages brand loyalty. When designing your Customer Experience Management Strategy, don’t forget to make customer-centric decisions. Your ultimate goal is to get your products into the hands of your customers, so keep customer expectations in mind.
Relevant Product Images
Even the product pages with the best reviews and description sections aren’t going to perform well if you don’t include high-quality, appealing product images. Everyone can think of a time they kept flirting with making a purchase only to look elsewhere because the product image didn’t quite communicate what could show up in the mail.
When designing your product pages, think of what information your customer needs in order to make an informed, confident purchase. Be sure to include:
- High resolution images that capture detail and craftsmanship.
- Full, 360 degree views of the product.
- Zoom functionality that allows customers to feel like they picked up your product.
- Various product versions that display every color or texture option.
When your images fully explain and describe your product, customer’s perception of your product becomes more confident and informed, leading to a higher purchase rate and a good customer experience.
Product photos are a must, but you should also provide demo videos on your website. Customers often want to see products in action, whether they’re concerned about fit, size, or ease of use.
Demo videos also give you the opportunity to provide some of your brand’s personality and show it off to encourage customer loyalty. Customers connect with videos in a way that instills confidence in their purchase. If they feel they know the company owner or employees, they’re more likely to invest in the brand. Bonus points if you make them laugh at your jokes.
Customer Reviews/Social Proof
Another way you can instill a sense of confidence for your customers and strengthen the overall Customer Experience is by featuring customer reviews on your product pages. Reviews are an excellent way to show off the positive experience that others have with your products.
An excellent product review could be all that’s holding your next customer back from clicking that add-to-cart-now button. A review section provides social proof that customer interactions with your brand and products are positive and worthwhile.
The occasional negative review is just as useful because it gives you an opportunity to deliver excellent customer service and improve your product. Responding to feedback both positive and negative is an opportunity to boost customer engagement and provide a better Customer Experience.
Address Customer Insecurities
While your review sections will help alleviate some of your customer’s concerns about individual products, you’ll also want to alleviate any insecurities about your business as a whole. First time customers on your website will be weighing many options when considering making a purchase.
To instill a sense of confidence, make sure you clearly feature the following on each product page:
- Return policy
- Current sales or promotions
- Sizing charts
- Shipping costs
- Payment options
- Link to FAQ page
Make sure all of this information is readily available on each product page so that your customers don’t have to navigate away and lose track of the product they were after in the first place.
When designing your product pages, you’ll want to fully engage in the Customer Experience by thinking like a customer yourself. Empathize with the customer and work to understand customer goals and concerns with your unique products. By thoughtfully crafting your product pages, your eCommerce business will have the potential to outperform the competition, allowing you to grow and expand.