Too many product pages hurt their case because they have an overcomplicated design. Some business owners presume that, in order to sell a product successfully, they should provide as much detail as possible.
Facts, statistics, and striking images can be excellent content for a product page, the ensemble must be designed with taste. A page jammed with text and scattered graphics will more likely be confusing and stressful to potential customers.
Visitors are more likely to abandon that page than fill their cart. If you’re looking for ways to simplify your product pages and encourage more conversions, here are four essential tips.
1. Understand Simplicity
The term “simplicity” can be interpreted in several ways. In the business of websites, Taras Bakusevych of UX Planet shares this excellent definition:
“We can define simple as something that is easily understood or done, presenting no difficulty. Simplicity is subjective; things that appear simple for one person will not be perceived identically by another.”
Bakusevych goes on to explain that a simple user experience removes difficulties that prevent the user from reaching his or her goals. Consumers notice the ease of understanding the task, how much effort is required, and how much they enjoy the process.
Typically, visitors to your product pages are looking for the simplest possible experience. Avoiding randomness, information overload, foreign experiences, too many choices, distractions, and other annoyances will make the website user experience significantly better.
2. Minimize Initial Details
Most online shops feature several categories in which their customers can shop. For example, a clothing store might have sections for women’s shoes, children’s clothing, men’s bottoms, etc.
When customers click on a particular category, they are taken to a page that contains several product options. Avoid putting too much detail on this initial page.
Customers are looking for images and a title for each product. If they want more details, they can click through to see them.
A great example is this product page from eFireplaceStore. The company offers thousands of options for gas logs on its website; and to simplify the purchasing process, it has broken everything down to manageable categories with basic photos and details on the page.
That way, users can easily click through and learn more about the products without becoming overwhelmed.
3. Clearly Outline Your CTA
Does your call to action get lost in the details of your page? Too many colors, images, and blocks of text can obscure the most critical step in the process.
When you determine how to incorporate your CTA in a simple, straightforward manner, listen to the advice of branding expert Mario Bonello, director of the branding company Smakk Studios: “The add to cart button is the most important component on the page, and should stand out from the surrounding content,” Bonello told Shopify.
“The area around the button should be uncluttered so that there are no distractions or obstacles that block the user. It should also be immediately visible when you first land on the page – i.e., if your product description pushes the add to cart button below the bottom of the browser, it’s time for a redesign.”
In addition, don’t try to get too creative with the CTA. At this point, you don’t need to be different to draw people’s attention. A simple “Add to Cart” or “Submit Order” CTA is ideal because it gets the job done without confusing your users.
4. Utilize that White Space
You might feel concerned about the amount of white space on your product pages, but you shouldn’t be. White space is your friend: It helps consumers process the information on your product page without getting overwhelmed by the content.
In fact, white space will increase visitor comprehension by up to 20 percent according to research. As they understand a product they’re looking at and how it can benefit them, customers are more likely to engage.
For an example of great use of white space, contrast this website that sells Rover P6 parts with this website for coffee which uses white space to its advantage. In the first example, the content is overwhelming; it’s hard to tell what you’re viewing. The second site is streamlined and easy to understand.
Also, note that the white space on the website for the coffee retailer isn’t really white. A photo of coffee beans and a grey background serve as the supposed white space but create an attractive image that doesn’t detract from the main point of the content and make it easy to process what the website seeks for you to do.
Your ability to generate more conversions and raise customer satisfaction starts with a beautifully simple product page. If you haven’t got one now, apply the primary characteristics of a great product page as described above to your website and see how things improve.