The "product details" page is the most critical page on any website, but is often over looked because of a focus on home pages, blogs, etc. But as the primary action point for almost every desired goal (offering options to buy direct, find a reseller, become a reseller, and get a quote) it needs to combine all the core content a visitor needs to make a purchase - from any channel.
Yeoman's research has shown that product pages that incorporate our best practices not only have higher direct sales, they also have higher Amazon sales and higher offline sales. Why? Think of each product detail page as its own site - organic search often sends customers directly to the product details page, so you'd better supply visitors with the key information.
Start by thinking of your page as two distinct sections: "above the fold" and "below the fold," with the "fold" being the point where a user has to scroll down to see more details.
Above the fold. A whopping 75-85% of users never scroll down on an ecommerce site, so all key information must fit in the mobile or laptop window. This includes:
- Clear title (that includes core details, not just the brand name)
- 4-8 properly sized, scrollable images
- Product reviews, shown as stars
- Price (incuding any discounts)
- 2-3 clear actions, such as “Add to cart”, "Add to Quote", and/or “Where to buy” to support resellers
- Summary description and ‘leading’ content to bring users down the page; simple, clear bullets are shown to work best
Don't waste this valuable space with long videos, wordy descriptions, or stories about you. That's perfect content for below the fold.
Below the fold. This is NOT a throw away area. Users who scroll down typically have a 2-3% higher conversion rate than those who stay at the top. Why? They want more information and details and are willing to scroll down to read it. This is where you provide it. Including:
- Expanded video clips
- Comparison charts
- Product specifications (if applicable)
- Samples/examples (if applicable)
- Cross-sell and upsell items
- Expanded content (including story, history, etc)
- Q&A / FAQ
- Social feeds (including links)
- GREAT TIP --- Repeat the "add to cart" button further down the page (extra points if you have a floating buttons that scroll with the user)
Trying to cram this information at the top of a mobile or desktop screen simply increases abandoment rate. Modern users all get the scrolling, providing them engaging details below the fold works.
Some great examples
Brands have a unique challenge with websites. They have to combine sales, operations, marketing, customer service and channel programs into one site. These have to be organized and easy-to-follow for customers as well as partners. Here at Yeoman, we’re rather famous for our website best practices review.
How are your online product details? As always, feel free to contact us with questions and comments.