1. Image
As I have said before, people cannot touch or feel the actual products so all they can rely on is the pictorial information you display. If you are having a DIY session, consider having a light box when taking pictures as it can make them look so much more professional. Images should be taken from different angles, and should be uploaded onto your product page in high resolution. Oh, and do offer zoom feature - people do not like sticking their face onto the screen to check the details.
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| Multiple pictures, with zoom, videos (asos) |
2. Discounts!
When you have an offer, such as giving discounts or launching promotions, make sure they are seeking as much attention as possible. 62% of buyers consider 'special sales and discounts' as the most important features that influence their buying decision. Boost your conversion rate by highlighting your discount!
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| Big, dead centre, sharp colours, sale message (asos) |
3. Call to Action
Yes, even the call to action button has a best practice guide, available HERE.
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| The most common one would be 'add to bag' (urban outfitters) |
4. Easy navigation
This includes offering a well organised menu, site map, and product search function. No more Easter egg hunt - people simply do not have the patience to search around. Categorise your products in a clear manner and make things simple for your customers. If you have problem sorting your products into groups, type them into eBay search bar and see which groups your products belong.
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| Excellent filter feature to find the thing you want (asos) |
Your product page may be perfectly displayed but adding an emotional trigger can connect to customers' emotions. It can certainly affect buying decisions. Great article HERE.
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| 'Love the space you're in' (rose & grey) |
6. Consumer Reviews
Believe it or not, 63% of customers are more likely to make a purchase from a site with user review. Product reviews best practice available HERE.
7. Show Other Products
Personal experience - I put a dress into the shopping basket and then I saw the matching shoes. Well, lets put that in as well. Did you know that the cost you need to successfully recruit a customer is far much more than retaining one? Tempt your customers with other products (of course pick something that they are interested in) can result in cross-selling and boost your profit instantly.
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| Cross selling (Amazon) |
8. Social Media
Social media has the ability to reach so many potential customers, yet it can be free. Put social media buttons onto your product page so people can share your products with their social network. It is a free advertising opportunity so why not? You may as well throw in the 'email your friend' button as well.
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| Email and social media buttons, with clear display of delivery and return information (John Lewis) |
9. Live chat/ free call back
I am sure you have had the experience of getting really frustrated because of bad customer services - either you get no response or you are put on hold for ages. Live chat is a convenient way to tackle this problem. If you do not want to invest in such technology you could consider offering a free call back. Do not charge customers for calling you - it will simply make them abandon their shopping cart. Customer service is the key, and it can really make you stand out from your competitors.
10. Peace of mind
Must have feature! Make sure you display absolute transparency by showing your shipping, return, privacy, security policies, and all those bits and bobs. You may not care but your customers do. The more the know the merrier.
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