Overcoming the 5 Common Pitfalls of Product Page Design

Amazing Product Pages: Proven Design Principles for eCommerce Success

Product pages have a unique place in the world of e-commerce. They serve as the main point of interaction for customers, helping them  decide whether or not to buy a product. 

Web designers and eCommerce managers have to consider a number of factors such as page layout, product descriptions, images and videos, pricing and shipping information and effective calls to action that will aid in customer attraction and engagement and hopefully entice them to buy. 

This article will look at five common pitfalls in product page design and how they can be avoided with the principles of good eCommerce design.

The Importance of Product Page Design in eCommerce

A product page serves as the virtual storefront of a digital business. This is where potential customers will evaluate your products and make buying decisions. It is important that your product page contains all the necessary information about the products you offer, allowing visitors to check different options and proceed to checkout if they decide to buy. 

It is also important to pay proper attention to the flow of information on the web page as it gives visitors a good user experience by guiding them through the buying process. If businesses want a good user response ultimately leading to a sale, they will have to pay attention to the design, usability and navigability of the product pages. 

5 Common Pitfalls in Product Page Design

Roughly 80 percent of consumers browse the product pages of a website before buying. More than 25 percent of them are turned off immediately by bad or confusing product pages and they will quickly move on to another retailer.

Pitfall #1: Cluttered or Confusing Layout 

Business owners typically want to include as much information as they can on a product page, and while that can definitely help educate the buyer it’s important to consider how the information is presented. A page that is cluttered and disorganized will confuse and overwhelm customers. Designers should make their product pages simple and clear. Visitors should be able to navigate the page easily to find the relevant information that can help them make informed decisions. Proper use of white space, a thoughtfully considered visual hierarchy, and streamlined navigation will lead to a better user experience.  

Pitfall #2: Inadequate Product Descriptions

In most instances, product pages provide too little information about a product. It is essential that the information provided is relevant and adequate. There’s no magic number for the length of a product description, but it should clearly describe the product without being too repetitive. Consider a short description near the top of the page, then provide additional details such as features, benefits, dimensions and specifications further down the page as the visitor evaluates the product.

Make sure you consider keywords and on-page optimization to further improve the performance of your website and product pages.

Pitfall #3: Poor Quality or Insufficient Images

A good product page should use a combination of both product descriptions and high resolution images. Visitors like to view images of the product before they buy. Always use the best quality, high resolution images. Use the services of a professional photographer and be sure to include zoom features and views from different angles. 

Given the prevalence of influencers, product pages also include unboxing videos, user experience stories, buyer reviews and comments. You should also optimize your product pages for various displays such as laptops, mobiles and other online devices. 

Pitfall #4: Hidden or Misleading Pricing Information

It is essential to provide clear details on how to order and pay for the product. If the information provided on this is unclear or misleading, it can lead to mistrust and the customer leaving the website. It is also important to let the visitors know the complete details of a promotion or discount. Information on prices, shipping costs, taxes and exclusions should be clearly displayed near the shopping cart area so that customers know what they have to pay. 

Pitfall #5: Weak or Absent Calls to Action (CTAs) 

One of the most important elements of a good product page is a Call to Action. The success or failure of a product page depends on how strong or weak the call to action is. You must use the correct adjectives when making a Call to Action. Weak or ineffective CTAs are the major reason that visitors are not being converted into customers.  

The use of A/B testing is also employed to check the effectiveness of CTAs and other web design elements. This can range from the color and font being used, the effective use of language and the placement of CTAs.

Using strong and compelling language on the product page will keep the readers hooked and give them more compelling reasons to buy and try the product. The CTAs should be designed so that they stand out visually and have a consistent font and color. Experience shows that a CTA button in red or blue color is most effective, but also consider what coordinates best with your brand. 

Incorporating User Feedback and Analytics

The best website designers and eCommerce teams continually leverage data regarding the number of visitors to the website, bounce rates, conversion rates and the average length of time a visitor spent on a particular product page. Heat maps are another common tool to evaluate how users engage with a site. This insight helps shed light  on customer churn and  how to tweak the design to create more effective product pages.

Your Next Steps with Product Page Design

If you want your e-commerce business to be a success, make sure your  site includes a clean and simple layout, helpful product descriptions, high resolution images, clear pricing information and compelling CTAs. It is the combination of these factors that lead to positive user experiences and better conversion rates.  

Optimizing product page design is a continuous process that takes  time and effort. It can also require a lot of experience and analysis. Consider partnering with an expert that’s well versed in product page design and optimization. 

We hope these strategies enhance your online sales. For further assistance with product page optimization, feel free to contact us directly.