Product pages: make them perfect
As ecommerce continues its explosive growth, consumers are buying more than ever before. Dollars are shifting to digital, with online sales projected to exceed $523 billion by 2020.
That’s a big deal.
At the same time, the landscape has also grown fiercely competitive and consumer-dominated.
More connected and empowered than ever before, today’s shoppers don’t just expect, they demand immersive, engaging digital experiences.
It’s no longer good enough to have a killer marketing strategy and top-notch customer service. Success in the crucial “Buy Now” moment hinges on the quality of the product detail page.
The importance of the product page
The product page is the heart and soul of the brand, the digital doorway to gaining customers and driving revenue. It needs to be perfect.
Building a page that brings products to life and stands out in a content-saturated marketplace is no easy task. But getting it right can make all the difference.
the product page is the heart and soul of the brand
Let’s start with quality. The ability to deliver excellent product information has long been proven to boost both customer satisfaction and conversions.
From the powerful images, video, interactive tours and compelling feature copy that can increase sales anywhere from 12-36% - to the UGC and reviews that today’s shoppers demand, product page content must not only inform and engage, but also earn trust and motivate action.
The masterful marketer also understands that not all products – or product pages -- are created equally. There is power and value in using multi-variant content types based on product, category and target market.
It’s not just the ingredients on the page, but the way you combine them that can make or break the sale. For example, we’ve found through data that while comparison tables can be extremely effective, when a table includes more than 10 products, it has a diminished effect on engagement.
Our best practice is to use anywhere from 5-10 products, but in certain categories some of the most effective comparison tables we’ve seen look at just 2-3 products. Routine testing and access to good analytics can help strike the right balance.
The content delivery mechanism and the way a page displays are equally crucial. The reality is that today’s consumers are just as comfortable shopping online as they are in the aisles of a brick and mortar, and expect seamless experiences from screen to store.
Meanwhile, mobile has forever changed the way we shop, putting an entire Internet in the palms of our hands. An overwhelming 82% of shoppers say they research on mobile before making an in-store purchase decision, and 36% of consumers check their phones for product information while at the store.
This means that it’s vital to have product information display quickly, responsively, consistently and at scale across screens, browser formats and retailer sites.
it’s vital to have product information display quickly
This uniformity provides greater control over brand messaging and creates a consistent, ubiquitous, satisfying shopping experience. Providing this great experience depends heavily on having the right technology at your disposal; something that’s engineered to innovate and meet evolving shopper habits.
The message is loud and clear: Today’s brands and retailers face immense pressure to keep content rich and engaging.
Creating product stories that are emblematic of what shoppers are looking for – with content that is actionable and connects with consumers on a deeper level is no longer just nice; it’s absolutely necessary.
Consumers demand excellence, they demand consistency and ubiquity. Responding quickly to deliver on these demands with product pages that are as perfect as possible is fundamental to winning in the channel.
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