The success of your brand largely depends on how well you are able to interact with your customers and convince them to buy your offerings. In the yesteryears when online selling platforms had not become the order of the day, convincing a potential buyer was not too difficult given the fact that they could personally see, touch and feel the product.
With the advent of e-commerce websites, all you have is a few seconds to impress the customer and convince them to give your product a chance, all this by just showing your product virtually. Great focus needs to be levelled on creating a good product catalogue and an interactive product landing page. Once you have designed an interactive company catalogue for your products, engaging and convincing a potential buyer to shop on your website becomes a tad bit simpler.
Here are 8 of the top e-commerce product page practices that will help you build the right landing page for your product:
1. Befriend search engines
Thanks to Google, buyers can simply type in their requirement in the search box and get the range of offerings without even actually visiting a website. Half the battle is won when your website shows up at the top of the search list.
However, to beat the queue and reach to the top of the search list is not easy. For this, you need to incorporate Search Engine Optimization (SEO) techniques in order to gain the attention of the search engines.
Once that is done, ensure that the SEO Metadata that appears after the search itself is appealing enough to engage the customer as that can lead the customer to click on your website and explore further. Metadata is nothing but the title, URL and the brief product description that shows up when you search for anything on a search engine.
2. Make the online catalogue pictographically appealing
Packaging the product is as important as ensuring its good quality. Use real pictures of the product on the product landing page to give the viewer an idea of how the item looks like. Get creative with angles, colours, lights, backgrounds and make use of a professional photographer to get the clicks. Do not use stock images or bad quality photos.
3. Get a professional catalogue creator on board
In order to make a catalogue appealing and popular, there are a lot of attributes that need to be considered while creating it. Get a professional cataloguer to create your company catalogue. This will allow you to experiment with the look and feel of your website and also provide valuable suggestions on how to bring the most out of your web page.
4. Bundle items together
If a customer comes looking for a laptop on your website, they might also be interested in buying a laptop bag or a mouse or any other related accessories. Show product suggestions for “most bought items with this product” and let the customers take a peek into the purchase pattern of other buyers of the same product. This will encourage them to buy more from you. This method of catalogue marketing can be used as a very potent sales and marketing tool to promote your brand.
5. Keep refreshing your catalogue copy
It’s neither possible nor suggested to create new catalogue pages too frequently. However, it is important to refresh the content of your product landing page from time to time and make updates so that a regular visitor is always excited to see what’s new on the page. Good catalogue management is very important if you want to keep your customers engaged and not make things too mundane for them.
6. Use product description effectively
Product descriptions are an easy way to give the customer an overview of the products on offer. Create meaningful, crisp, informative yet quirky descriptions for your product that enable the readers to understand the benefits of what is on offer and how is it going to aid them in their daily routine. A catalogue should let its readers know the key features of the products along with real-life pictures in order to enable visualisation and create a need for its purchase.
Do not copy the description of the manufacturer. Create a fresh description for your product pages and avoid including too many details, especially unnecessary ones on the landing page. A good way of drawing the attention of the buyers is by adding a rating button against the product which allows the users of the product to review it and enables potential buyers to gauge its popularity instantly.
7. Keep the catalogue shopping page simple
A strong indication of a successful landing page is how fast it can lead the customer to order the product.
Provide quick links to buy items by adding a "buy" button beside every product. Added benefits such as free delivery, quick delivery, easy returns etc. will certainly motivate the customer to give a preference to your brand over the others.
8. Instill confidence in the customer
Data privacy has been the talk of the town in the recent past with many large companies accepting a lapse in their ability to protect confidential customer data. Let your customer know how much you care for their data privacy upfront. Give them the confidence that their personal data, preferences, browse patterns are safe, and you are doing everything to protect it. This will allow the customer to spend more time on your page and browse without the fear of being monitored, eventually leading to better conversions.
In an era where innumerable e-commerce sites are coming up and selling all kinds of products, staying popular and relevant in the eyes of the consumer is not all that easy. A product page is a key to creating a valuable brand for your products, and the following points will help you create the best e-commerce product page which will give a boost to your brand.
What are some of the other best practices to create engaging e-commerce product pages? How have they helped you in promoting your business?