Transparent product webpage

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Functional and transparent product webpage in the e-store  

Online stores are constantly rising in number, so competition on the Internet (in almost every industry) is too growing at an alarming rate. It’s slowly becoming more and more difficult to attract and retain customers, but nonetheless many stores succeed. Many factors determine the success of the e-store and it’s impossible to gather and list all of these in a short blog post. In fact, each factor can become a separate topic which would make a good article. Today’s post will be entirely focused on the subject of product webpages. In the end, functional and transparent product webpage (learn more from in the e-store can effectively encourage the customer to make purchases – which is why you should know all the tips and hints in respect to that field.

The issue of SEO, or the visibility of the product webpage in the search engine

The product page in the e-store should be transparent and functional. These are the most obvious points to consider. We want to please the user and encourage them to shop further, but most of all we want to retain their interest, because there’s nothing worse than losing them in the browsing process. If that happens then you’re doing something wrong. However, in addition to users, the content of the site is also evaluated by search engine robots. Therefore when creating a product website, like an e-store, you should keep in mind of the product’s SEO. A clearly visible webpage is one that has a valid, not short/medium-length URL address and a clearly visible name. You can read more about the SEO of a product here.

Product page in the e-store – key issues

Product name and description

transparent product pageIt may seem obvious, and yet there are sellers who forget about placing the name of the offered product in the tag. Yes, there is a photo, a product description, but the name is missing. That cannot be the case. Your customers must not only see what they’re buying but also be able to read the specs. Listing the brand, model, reference or variant designation is not only extremely useful, it just looks professional too. This doesn’t mean you have to disclose everything in a single heading but at least create a description box for the product where all further information may be found. This is especially important for computer devices, appliances, cars etc. In other words, if you’re selling products for which you yourself would want to find out more info, then be sure to make that happen on your e-store.

For some products (like clothing or shoes), specifying info like ‘size’ and ‘material’ is of utmost importance, because no one will purchase a clothing product that may not fit them. It seems obvious, indeed, but you’d be surprised how many sellers simply forget to attach such vital details to their product range.

Product price

The price of the product must be exposed overtly and in a visible place. This is an element that customers are looking for almost immediately after entering the product page. They are also interested in whether the price is regular or scaled down due to sale or promotional offer. Hiding the price won’t grant you anything positive – which is a common misconception. If you conceal the true cost of the product your customers will simply leave, because no one is foolish enough to fall for a product that has no price… if anything they visit your product page to compare your price with other shops. Therefore, it’s always a good solution to be open with the final cost. This counts for the delivery costs as well – if you’re hiding that away and only reveal the additional costs at the end of the transaction, the customer will be disappointed and may leave the website completely.

So: Be honest with the price, expose it well and clearly, show the discounted offer, inform the customer about any additional costs that may come up before final payment is finalised and you’ll hopefully be successful at selling your goods online. It’s not hard and the recipe for cooking up a decent e-store is simple.

At the same time, we know this is a strategy for you and many agencies out there may show these ‘tricks’ and ‘marketing gimmicks’ which can entice the user. But through cheating and conning your customers you won’t achieve anything. And even if the sales are made, it’s never guaranteed that your past customers will come back. Unfortunately, this is a completely wrong attitude; when it comes to e-stores honesty is the best policy.

Pictures and videos

Offers without photos or promotional videos are far less popular than those in which product photographs are posted. You must imagine it for yourself – if you purchase a product online will you go for the one without pictures as evidence or on the contrary, the one which (in picture form) exposes the product from every perspective? Personally, I would choose the latter, even if it was a little costlier. Pictures must reflect the actual appearance of the item. It’s ideal when the product webpage in the e-store contains several photographs that present the product from each side. In the case of clothes appearance on the model is vital. In terms of cars, the images of inside and outside of the car are a must.

A video publication tends to be a common technique too. This is an additional incentive for a customer to place an order. A customer who sees a product in video format quickly acknowledges that it’s real and in good condition, thus they’re more inclined to investing in the item.

Product description

All descriptions should contain keywords. In addition, it is also a good idea to make the description flowery and list all benefits that the customer will gain if he decides to buy your product. There’s nothing worse than seeing the generic explanation provided below every single product on your e-store. You have to therefore approach every product with individuality, creativity and uniqueness – it’s not worth copying the content provided by the original producers either.

Interactive buttons

Interactive buttons such as ’add to basket’, ‘place an order’ and ‘buy now’ must also be visibly displayed, so that the customer doesn’t have to search for them. It’s even better if they recommend the click and entice the user to do what they say. They must therefore stand out against the background, have the right size and colour. But they cannot be sore to the eyes either nor interfere or distract the user from the product – for example, if the buttons are pop up ads.

Opinions, reviews and comments

Sometimes, the decision of other (past) customers decides whether new visitors decide to buy something. Some sellers think that including comments may be a bad choice, because negative comments could interfere with their sales. So if the seller offers poor quality goods, he/she really has cause for concern. But if you’re honest, and you know for a fact that people are generally satisfied with your product then go for it. Even if two or three negative comments arise they won’t cause any harm – if anything they’ll make the product more genuine.

Alternatively, you could always ask for people’s reviews, so that they send you their opinions through email or post. This gives you the opportunity to expose these assessments on your testimonials webpage or directly under each product – that way you have a full control of what shows up and what doesn’t. Though you shouldn’t stay biased – remember about hoensty. Besides, constructive criticism is always appreciated by people, and the website owner who can take negative reviews will also gain respect from the new customer.

The final point is that in one way or another you need to show your customers that they’re not alone in buying your products. You need to make it clear that the website is trustworthy, and the products have a history. People’s voice is crucial at persuasion. But don’t be making up the comments yourself – allow real people decide on the levels of satisfaction.

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