Nowadays, the shopping process is all about convenience, which is why online stores have reached amazing popularity among people of all ages and social groups. Each company that wants to sell something puts significant time and resources into creating user-friendly and efficient eCommerce websites.
While all segments of such sites are important, there is one aspect that is undoubtedly the most crucial for driving customers and making them happy. This aspect is creating a successful product page. This is the place where customers can actually transfer their money to you, assuming you provide enough value to satisfy their needs.
This value is not about the product or service you sell, but about the way you see it. With so many competitors from around the world and a continuously decreasing human attention span, you have to catch the customer’s eye immediately — and also hold it. This is where beautiful product page features can make a difference.
It is not always easy to find product page design inspiration, but this step is necessary for successful online businesses that concentrate on sales. Each product should be presented in such a way that the customer might obtain all the essential information about it in a couple of glances. There should be a visible title, detailed description, high-resolution pictures and a convenient button to press when ready to buy.
These features are the most important, but there are more that need to be represented on the product pages such as delivery information, ability to add a product to cart, similar goods suggestions and more, depending on what exactly you are selling. We will concentrate only on some of the aspects you need to pay attention to in order to create the best product page design that your potential customers will love:
- Clear and high-quality pictures.
- Unique and lucrative descriptions.
- Optimization for mobile.
- Pleasant color schemes.
- Buttons with CTAs.
- Options for customization.
- Additional information.
Let us go through all these aspects and provide you with advice that can help you create exactly what you need for your product pages.
Stick to product photography that is pleasant to look at
Forget about taking pictures on your table with a smartphone camera. Even if you have a good one, the quality is likely to be rough and unappealing. There are hundreds of such pictures that never sell anything, as nobody wants to buy without actually seeing a valuable product. Basically, even a very good product can be downgraded with terrible pictures.
How often do you get to see pictures that are so good that you can’t stop looking at them? This happens more often now than before, and that is because there are more designers involved in the process. To design a product page layout, it isn’t enough to rely solely on pictures. You need to have outstanding pictures. Only then your designer will be able to implement a unique style that will be known as yours (if you are lucky, of course, and if you do other things right, too).
Remember, each and every photograph should not only show the product and all of its details in a beautiful way, but also say to any potential customer – “buy me”. There should also be more than one picture showing a product from different angles or through different functional patterns, and, of course, the pictures should be consistent. Once you start with this type of light, stick to it and don’t change things. This is not something to experiment with until you have everything else figured out and implemented successfully.
Make your content well-structured and good-looking
There were times when most descriptions on pages were written for search bots, and we all remember the way those texts sounded and looked. Times have changed now. Buying more and more products via the Internet, people expect to obtain a very good idea about the product that they will only touch after actually buying it.
The copy that describes the item is no less important than its photos or even videos of it. All people perceive information differently, so you should give readers the opportunity to read and “watchers” the opportunity to watch.
Each description should answer such essential questions like:
- What is it?
- How can it be used?
- What problem can it solve?
- Who can use it?
- What are the main features of it?
- Why should this product be purchased?
The way you visually organize information is also a part of the product website design. The more structured the text is, the more potential customers usually want to go through it. Once you have their attention, go for the meaningful words, not just any words.
Use color schemes that are easy on the eyes and possibly correlate with your product
You have probably heard about color psychology and similar ideas. It is far from nonsense; actually, it is a big part of UI/UX design. The way colors interact on a website, the color of a logo and the way it looks with corresponding buttons, the way colors underline product features – all of this makes sense. It is not just about a visual impression, but also about meanings that are hidden under the surface.
There are many studies and materials that explain how to choose the right color for your business. For example, purple represents wisdom, blue often makes us think about innovation and pink tends to be seen as the most feminine color. So, take your time and give it some thought, too.
Call your customers to act immediately and press those buttons
UX design is a great part of eCommerce product page design. Not only does it position the buttons and menus so they look professional, but also makes them the most helpful for the business. There are general patterns in human behavior that make customers expect buttons on particular places of a webpage. There should be logical consequences in all the sections.
Imagine that a customer finds exactly what he needs in your shop (say, a fishing pole). He checks the pictures, reads the description and he is now satisfied. He even likes the price (let’s hope you’ll have more clients like that). All he needs it to see the button that reminds him to switch from exploring to actually buying. Right, where he can see it at all times. It should, preferably, be big enough but not pull the customer’s attention from the product too soon. Doing it without copying other websites can be tricky, but worth trying.
Customize as much as possible to make each customer happy
You’ve heard about customized recommender systems. They are not implemented just as a tool for selling more; they also serve as cement for building long-last relationships with your customer. The more you know their personal preferences, the more you can make them feel at home while in your online shop. Of course, people tend to remember websites that are personalized for their wants and needs.
Another great idea is to suggest customers choose the ways they prefer to interact with the website. Run questionnaires, ask for feedback, or even make it interactive so that everyone can make small changes for more comfortable and efficient usage. It might be more difficult and time-consuming to do so, but really personalized websites are likely to become the new trend.
Add information that can be useful for your shoppers
Depending on what you sell, there can be different additional information that can be added. For example, if you sell shoes, add a table with sizes in different countries, or tell your customers about the technologies that are used in the process of making these shoes. If you sell food goods, you can try posting small additional pictures of what can be cooked with these items. Fantasize and find a place to put this info so that it doesn’t stand in the way, but adds even more value to what you’re trying to sell.
Another idea is to add some extras that can be shared on social media, or that may even go viral. That is one of the cheapest and coolest promotion methods in the age of fast information sharing. You can be the one to start that advertisement avalanche. This is connected with design because you cannot add anything unless your layout allows you to do so. On the other side, your design should be attractive not only visually, but also from an informative point of view.
Summing up all this advice, we remind you that product listing page design is very important for any eCommerce website, as well as on each product page design. Not only does it represent the visual image of your brand, but also allows people to get the information more efficiently (if your designer does a good job). Think about your customers and they will be grateful.
If you want to make your product website design great for your customers, consider contacting us at Fireart Studio. Our experience and passion helps us create pages that people enjoy. We know all the tiny details that distinguish good from great, and we always aim for the best.