When you arrive on an eCommerce site, you expect to have a lot of information on each of the products presented before making your choice. This is logical and reassures the Internet user who is not obliged to do a lot of research on the Internet in order to have access to this information. In this article, we will detail the best practices to put in place for the design of a product page.
Must-Have UX Features for Product Pages
85 % of the biggest eCommerce sites have a wish list. In addition, we discovered that many websites provide a “save to wish list” CTA on their pages. The number of websites that require users to log in before storing a product on a wish list is decreasing. Sites that allow users to save favorites or wish lists typically increase purchases and registration.
While wish lists are still popular on mobile, fewer sites maintain them, which may reflect the challenge of properly providing this feature on mobile. After picking an item to save to a Wishlist, the majority of mobile sites demand the user to register.
Reviews on product pages are a “must-have feature” because your customers expect them. Now, reviews have become a standard to include on your site. It is important to note that implementing a “review” feature alone is not enough. There must be enough of them for them to work. If you don’t have many reviews on a product page, it can lead to distrust of your brand.
It’s becoming almost a habit to see suggestions on sites like “you might also like”, or “Complete your look with…” to display other related products. This is often done through an automatic recommendation engine.
Sticky Navigation Bar
Another option we’re seeing more and more on eCommerce sites is fixed navigation bars that allow users to scroll down without losing sight of the main menu. This helps customers find the information they need for long product pages without getting lost on the page.
Click Through Product Images
Additional viewing angles for product images are used by the majority of top eCommerce sites. According to current practice, users must click on the small arrows to go to the next image. However, one promising feature is to allow users to change the main image by simply hovering the mouse over the thumbnail. Much faster navigation, therefore.
Customer questions and answers are increasingly common in e-commerce. Done right, this feature can go a long way in building trust with future customers through transparency and engaging past customers. Make sure your customer service team answers customer questions quickly and professionally to get it right.
Product videos have also gained momentum over the past year. Coming in addition to the photos on the product pages, the videos give a different aspect to the product, a lively aspect.
“People who bought this item also bought…” is always a must-have feature when accessories are needed for an item; (e.g. a carrying case for a computer). However, it is best to display this message after a user has added the item to their cart. Displaying same-brand products for multi-brand eCommerce sites is also becoming less popular.
The most successful sites have all but given up comparing products on product pages. Unless it is very important to differentiate a few comparable products, we recommend that you no longer implement this feature.
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