Competitor benchmarking, intellectual researches and intricate studies have yet again attributed quality customer experience as the key to success. Also, eminent industry players emerged as winners because they focused more on creating a quality customer experience and not on selling products.
With more and more customers looking for a quality experience, e-commerce players are under immense pressure to innovate. While the funded organizations are investing in benchmarking, customer journey mapping, and mystery shopping to identify and remove silos, the less privileged players are struggling.
We analyzed over 125 product pages from online stores like Amazon and Flipkart and we found the key to success for nascent marketplaces. While the anatomy of a perfect e-commerce product page includes hundreds of elements, we will be discussing the most impactful elements.
The Anatomy of a Perfect E-commerce Product Page
The ideal role of an e-commerce product page is to answer the multiple queries of customers like “will this shoe fit me?” “Are there more color variants of this product” and “what is the warranty period on this watch?”
Your product page must answer these and any other product-related questions the customer might have. Keeping shoppers at ease should be perhaps the first goal of all product pages but before you get to the page and put up all the product descriptions and return policy details, you will have to work on the route that will help customers find that product page.
Here are all things your E-commerce Product Page must have
1. Clear and Concise Navigation
Product Discovery has an eminent role to play in increasing the CTR and controlling return rates. When people can find relevant product fasters, they will make quick decisions and online stores will benefit.
When categories are clearly defined, both users and search engines can find products quite easily. By investing time in creating well-defined categories, online stores can save customer’s time and garner better results.
Through clearly established navigation between two pages, e-commerce stores can help customers decide between two products easily and buy the one that suits them best. Well-defined on-site navigation makes it easier for customers to visit pages like:
- Shopping Cart
- Recently Viewed
- Similar Products
- Purchase History
This image from Flipkart.com is a perfect example of illustrated clear and concise navigation. One such clear categorization smoothens the search process for both customers as well as search engines.
2. A Pack of High Definition Images
“A picture is worth a thousand words” is one of the most repeated adages in the English language and the e-commerce industry proves it every time a customer buys a product online. High quality featured images are the key to better CTR and conversion on e-commerce stores.
By adding images of products taken from varied angles, online stores can help customers develop a better understanding of the product before ordering. Some of the additional benefits of featuring high-quality images include:
- Controlled return rates because a study reported 23% of all products are returned because they look different in real life
- Facilitates better decision making by helping customers identify tags or certifications printed on the product
- Increase likeabil