Posting your products on your website with good quality photos and complete product information may seem like enough. After all, according to All Your Retail, "More than 75 percent of people would shop a competitor if they encountered missing or incomplete product data on your website." But, that is really only a piece of the e-commerce puzzle. Quality online product pages matter too. All Your Retail says that almost 84 percent of people are impacted by website design when it comes to making a decision to buy online.
Use this to your company's favor by making sure your online product pages stand out. Here are some examples of companies that got it right.
Bellroy is a company that makes leather goods from wallets to travel bags and outdoor accessories. Their claim to fame is using less leather so that your cases have less bulk. Rather than just state what they do, the company provides an interactive visual so users can see how their wallets compare to other wallets when they are in use, making it easy to see the value in their design and what differentiates them from their competitors.
FitBit makes activity trackers that help monitor user movements throughout the day. The problem is that the little devices do a ton more than count your steps. With so much information to convey, it could get lost in the details. FitBit solved this issue by using photos that highlight each feature visually while including a product detail callout so visitors to the page don't miss a thing and the features are more memorable.
Ann Taylor LOFT is a women's clothing store. It can be difficult to understand how a garment will fit when you order online. You might have a different body shape than that of the model or you may style yourself a completely different way. LOFT has you covered. The company lets users upload photos to their reviews and actively encourages them to do so with contests. The social proof is compelling.
Another company rocking social proof is Modcloth. The clothing company includes a gallery of user submitted photos on every product page, letting visitors see what their garments look like in real life.
Furniture company Made.com also offers up inspiring online product pages. It lets visitors see their furniture in different fabrics and colors at the click of a button, but that's really only just the beginning when it comes to what makes this company's website design special. Made.com also styles each color combination in both a plain white room and one with minimal furnishings so it is easier to imagine what the piece would look like in your home, and not some designer's idea of what a home with that piece of furniture would look like.
Good product pages explain the size of the item in detail so that customers know exactly what they are getting, but some companies take it even further. Online spices, tea, and chocolate company Spicely includes a size chart in addition to a list of product dimensions that lets users see the exact size of each product packaging choice.
Timbuk2 makes its own messenger bags. They have lots of sizes and colors, but even with posts dimensions, it can be difficult for visitors to understand exactly what each size would be like to use. To solve the issue, Timbuk2 has both a male and a female model its bags so that you can see relative sizing, but that's not all. There are also product videos that show a person interacting with the bag and user submitted photos, so viewers can make the most informed decision possible.
Online product pages help to showcase your company's products and services. Use this to your advantage. Showcase your offerings in ways that make them relevant and accessible for your customers.
Create great product pages yourself
Are you interested in knowing more about how a PIM system can help you create great online product pages faster? Read more here