Practical advice on how to structure your ecommerce product page content and improve the UX to increase the add-to-basket rate. Expert insights from two highly experienced ecommerce specialists.
Topics covered and timings:
- [02.45] Optimising product titles
- [04.00] Image and video testing
- [07.02] Maximising the use of product attributes
- [08.28] The role of UGC (user generated content)
- [11.20] Enrich product content with Q&A blocks
- [12.48] Use relevant structured data
- [14.20] Having a persistent and clear CTA (call to action)
- [15.30] Good practice for content structure
- [17.26] Using persuasion to drive action
- [19.36] Handling product variants and configuration
Interested in expert advice and guidance for your ecommerce product pages?
Ecommerce context & trends
The ecommerce product page is a critical part of the conversion funnel on your site, both from people browsing and those coming direct from campaigns.
According to Hubspot content that is supported by relevant photos gets 94% more views than content that is not. Baymard UX research found the average site has 24 unresolved structural product page Issues and just 18% of e-commerce sites have an overall “acceptable” or “good” product page UX performance.
Poor product content can result in your products not making it into the shopping basket and a high bounce rate from paid campaigns where the product page is the landing page. The most common shopper frustrations are:
- Not clear what it is from the title and images
- Insufficient information to make a decision
- High ticket item – insufficient images and content to justify the cost
- Confusing page design making it hard to digest information
- Having to scroll back up to add to bag when there’s lots of content.
Having worked with ecommerce teams and agencies to optimise product pages to improve conversion rate, in this video we share insights on what to watch out for and how to improve results.