Is your online store serving you?

  • Monday, Jan 1, 0001
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– Do you find you’re well versed in these areas? How do you create a good online store?

  • Product titles provide all the required information about your products and help users to perceive it better. Descriptive product titles help customers to find exactly what they’re looking for.

  • Users are used to standard layout of product pages where product gallery is placed on the left and product overview (title, price, product variants, CTA-button, etc) is placed on the right.

  • One of the most important elements on product pages is the main image. Main image can entice users or turn them away, as it’s one of the first touchpoint and it helps them decide whether to look further.

  • Product gallery is another critical aspect of product page. If your main image entices your visitors, the next thing that we want users to do is to browse other product images. We are selling our products using images.

  • If product gallery contains 2+ images, you should clearly show that to motivate users to browse product images. The more they engaged, the easier to persuade them to buy.

  • Product image thumbnails motivate users to browse product images. But there is another important element that also motivates them to do that - arrows near main image: it works like a call-to-action to start browsing images.

  • Mobile traffic attributes for about 50% of Revenue in US ecommerce, which means that product gallery slider should be optimized for native actions on Mobile devices - swipe to switch between images or screens.

  • Your products can have different colors, materials and other attributes. That’s why it’s important to have product images for all available product variants, so users can see how different product variant looks.

  • When users engage with product variants (colors, materials, type, etc), ideally they should be able to see how this product variant looks in the product gallery. It will be clear for them that what they see is what they get.

  • The most desired action on product pages is when users add product to cart. That’s why prominent CTA is one of the most essential parts of a product page. Without a CTA, the user experience dead ends when shoppers find the product they want to buy

  • Copy of each CTA-button should clearly explain what will happen after click.

  • For many shoppers, the price is the primary driver in terms of whether or not they’ll purchase. If they can’t easily find the price, they’ll probably become wary and shop somewhere else.

  • When shoppers are ready to move to the next step of purchasing process (i.e. Add product to cart), they should clearly understand what is the price of product that they are planning to add to cart.

  • If you have any additional product-specific (i.e. additional shipping charges because of the product size) or country-specific (i.e. VAT) charges, it can become really unexpected if you show it only on Checkout process. It will be really frustrating for shoppers.

  • If you put items on sale, be clear about the sale price and the discount. You should show much users will save due to that discount, both in percentage of savings and how much money they will exactly save.

  • Based on Baymard’s researches, 64% of users look for shipping information on product page. They want to know if you deliver to them, how much shipping will cost and how long it will take. That’s why it’s important to show that information on product pages.

  • If shoppers understand that they don’t have any risks when purchasing your products, then it will be much easier for them to complete order. If they understand that they can easily get a refund and return or exchange an item, it can decrease the fears associated with shopping on your website.

  • In the last years it became popular to include express payment buttons (Paypal, Amazon, Google Pay, Apple Pay) on different steps of the funnel (product page, cart page, in the beginning of checkout process). These buttons simplify and speed up purchasing process. Also, such buttons like Paypal or Amazon (especially when we are talking about US audience) adds some sort of trust to the store.

  • Customer reviews are playing significant role in ecommerce, because many consumers rely on product reviews and customer comments to decide whether to buy the product. Amazon is a good example here, because they invested a lot of time and efforts to develop one of the most powerful reviews system and of course they rely heavily on it to convince users to buy products.

  • The better UX of your pages, the easier it will be for shoppers. The easier for shoppers, the higher will be conversion rate. If you can eliminate unnecessary actions, you should do that. Let’s say you have your product has different product variants - colors. You can have a dropdown list, where users should click to start choosing the color or you can have selectors with already variants, so users will need just to click on it to choose.

  • Again this recommendation has the same logic as the previous one. It just improves the UX and decrease the number of actions that shoppers will have to do to change quantity of items they want to purchase.

  • If you are selling products that have different sizes (e.g. clothing), it’s critical to provide users with size charts. If shoppers are not sure if it’s the right size for them, they will have a lot of hesitation in purchasing process.

  • If you are selling products where information about dimensions is important, then there high chance that shoppers will want to see it before making decision about purchase. Let’s say are selling furniture, where sizes are very important and your main target audience is US shoppers. If you show sizes in centimeters it will be absolutely irrelevant for them, since they are using inches for measurements.

  • If it’s easy to read product information, then your shoppers will clearly understand if your product is right fit for them. But if it’s not, then it can create a lot of unnecessary concerns in purchasing flow. That’s why it’s important to double check your product pages from this perspective both for big (Desktop) and small (Mobile) devices. I would say that minimum font size is 16px. It will be easy to read texts with such size on Mobile devices (of course, it can be slightly increased for Desktop users).

  • Font size is not the only thing that impacts product readability. The way how you structure (the length of paragraphs, subtitles, bullet-lists, white-space, etc) all product information also significantly impacts it.

  • There are different ecommerce stores with thousands of products or with one or only a few products. There are stores that are only acquiring traffic directly to specific product page and stores that have mostly organic or direct traffic that comes to homepage and then browse the store. Hence shopping funnel and desired experience can be different in such cases. In the same way, what happens after clicking the ATC button may differ. A store with thousands of products can show just a sliding window or a popup to notify about added product to cart and then motivate users to continue shopping. While a store with one product may not have an Add to Cart button at all, and instead show the Buy Now button and send users directly to the Checkout process.

  • If you give your shoppers time to think, they can delay making purchases. Sometimes the delay will be short, sometimes it will be long so they even forget about the product and the offer altogether. A very effective way of persuading users to make a purchase right now is by creating a sense of urgency. If you have any discounts or special offers in your store, you can always make them time limited and notify users about that. That way you will add sense of urgency.