That’s why user-generated content has been serving as effective social proof for many eCommerce retailers. Plus, you’re reducing the need for them to look around for customer photos to see how your product actually looks. When you’re adding interactive elements to your product pages, however, make sure you keep mobile shoppers in mind. So make sure that whatever interactive element you add to your product pages also works on mobile devices. Toys “R” Us, for instance, has tons of product categories that make it easier for shoppers to find what they need. Try testing different positions to see where you should place your product filter. Additionally, they talk about how the materials used for making the product ensure that the speakers will outlast all of the user’s adventures. Here are some best practices you should follow when improving your product description: #1. If you want to make sure people don’t miss some of the product features, you can design original graphics or stickers that will clearly showcase these features. This can be an effective way to engage your page visitors and ensure that they read through all the important product features.
The Baymard Institute recently published a study on product page layouts and designs, as well as content types and features. The study, which lasted for two years, found that 82% of websites still have severe UX issues. Yes, that’s a large number of websites. Even top retail websites like Amazon, Sephora, and Best Buy have a bad usability score, according to the study.
The good news for you is that you can leverage this information to get ahead of your competitors. You can beat them by redesigning your product pages to improve their usability, which will enhance customer experience.
In turn, this could also result in higher conversions. That’s why I’ve decided to put together some of the best ways for you to redesign your product pages for better usability:
#1: Display social proof in the form of customer-generated photos
People trust content from other consumers. That’s why user-generated content has been serving as effective social proof for many eCommerce retailers. However, most retailers are still using only text-based customer reviews. While these reviews still serve their purpose, you could take it up a notch and display customer-generated photos on your product pages instead.
Photos of your product being used or showcased by your customers help put your product in context. It serves as visual social proof that could significantly influence the purchase decision of prospective customers. Plus, you’re reducing the need for them to look around for customer photos to see how your product actually looks.
A study by Olapic has even found that one out of four respondents has been prompted to buy a product after seeing it in user-generated content.
Relatable or positive user-generated photos have increased the likelihood of buying a product for 56% of the study’s respondents. And out of all types of user-generated content, photos were the most appealing to 52% of respondents.
So I suggest you redesign your product pages in such a way that there’s room for relevant customer-generated photos. Ideally, you should be placing these photos below other important elements such as product image, title, description, CTA, etc. This is to ensure that there’s a smooth user-flow and the photos don’t distract shoppers from converting.
I recommend following the example of websites like Black Milk Clothing and assigning a unique hashtag for each product. You can display this hashtag on the product page and encourage shoppers to share photos of their purchases on Instagram for a chance to be featured. You’ll easily be able to collect relevant customer-generated images for each product page.
When you want to drive conversions, you naturally want your customers to quickly get from the product page to the checkout page and complete their purchases.
But even from the customer’s’ point of view, the quickest and easiest purchase journey enhances their experience. That’s why I recommend adding interactive elements that guide customers to your product or landing page.
Interactive elements can be an engaging way to educate your prospective customers about the product. Customers won’t have to look through huge blocks of text to learn what your product can do and how it can help them.
The product information can then guide their purchase decisions. And the smooth purchase journey will enhance their experience, possibly even compelling them to come back as return customers.
I really like Bellroy’s interactive wallet comparison tool. The tool lets you compare how a regular wallet and a Bellroy wallet look depending on the number of cards they hold inside. It also provides visual proof of how slim their wallets are, strengthening their value proposition.
In addition to this, Bellroy includes an interactive size comparison guide on each of their product pages. Shoppers can choose from different products such as a key, a passport, a phone, or a dollar bill. And they can compare the size of these items with the product they’re viewing. They can also move the product around to further view it in context.
When you’re adding interactive elements to your product pages, however, make sure you keep mobile shoppers in mind.
Mobile conversions are gradually increasing, with 31% of total purchases resulting from mobile sales in 2016. This goes to show the growing need for retailers to design their websites for mobile shoppers. So make sure that whatever interactive element you add to your product pages also works on mobile devices.
#3: Improve product filtering to enhance the customer experience
As mentioned earlier, you need to make sure that your page visitors can quickly complete their journey from the product page to the checkout page. Another improvement you can make to achieve this goal is with your product filters. This idea is to optimize your product filtering system in such a way that people find it even easier to find exactly what they’re looking for.
The filters would vary according to the niche of your eCommerce business. For clothing stores, for example, filters such as size, color, price range, brand, etc. are a must. In case you’re selling electronics, you’ll need to add filters such as features, price range, brand, color, condition, etc. And if you’re selling kids’ toys, you can have people filter their results based on kids’ age and type of toy (puzzle games, action figures, arts, and crafts, etc.).
Toys “R” Us, for instance, has tons of…