On any eCommerce website the product details page is one of the most
important pages on the sit, for many reasons. It’s the page where the
customer makes the decision to “add to cart” and it’s the page that
often ranks in the search engines. Let’s dig a little deeper into what
elements makes a product details page successful.
The Design
While all aspects in this article (design, usability and search marketing) work hand-in-hand, we’ll start by looking at the surface. The average internet user decides within seconds if they want to stay on a page or leave it. Engaging the visitor on the product details page from the very beginning is important. Even though it may seem like common sense, we’ve outlined some of the items that need to be easy to find.
Price, Price saved or discount, In Stock / Out of Stock notification
(so many sites so not show this!), large and detailed product photos,
brand name and logo (if applicable), customer reviews / star rating and
of course the “add to cart” button. It’s surprising how often many of
the elements are left out and how website conversion rates suffer.
Double check your site and e-commerce data to make sure you can provide these elements to customers.
From a general design perspective, the product details page is not
one to get overly creative on. I talk about it a little more under the
usability section, but the product page should be clean, basic and
ultimately easy to find information on. The goal is to move a user from
interested to checking out as quickly as possible.
Usability
The overall usability of a product details page is often overlooked. Possibility a great designer designed the page, but the front-end developer didn’t have strong skills. Or, maybe usability just wasn’t taken as a top consideration. It’s important to be sure the process of reviewing information on this page can happen quickly. I’ve outlined a few major no-no’s on a product details page:
Additional Tabs – Clicking on a tab, such as “Additional Details” or
“Related Products” should never cause the page to reload. This wastes a
visitor’s time and is just generally annoying.
Product Reviews – When clicking a star rating or “Write a Review” the
customer should not be taken to another page. Often product reviews can
be incorporated into the product details page towards the bottom. When
“read reviews” is clicked it should automatically scroll down to that
section of the page.
Additional Photo Thumbnails – Make sure you’re not scaling down huge
images and making them in a “thumbnail”. This causes very slow load
times.
Search Marketing Basics
Now we get to what I see as the most important part of a page product, search engine optimization. Depending on your industry, searchers are often looking for a specific product or product number (SKU). It’s important to optimize the page to rank of the first page of Google, be found, and get a shot at the business. When developing a product details page here are some main SEO issues to consider:
Product Name – Be sure your product name is the appropriate header
tag, typically a H1. This is just good front-end development (HTML /
CSS), but also helps Google realize what the focus of the page is.
Informational Tabs – When developing the site be sure all content on
the page is in your HTML code on initial load. Often developers may use
AJAX or another technology to pull content in, but often this can hurt
SEO. You want Google to be able to find all of the great content you’re
offering.
SKU Numbers – Be sure to include the manufacturer SKU number, not
your own, if you’re in an industry where SKU’s are often searched.
Title Tag – Developing strong titles tags on all pages of your site
is important, but often product pages are overlooked. Be sure to include
the product name, SKU and other valuable keywords in the title. If you
have thousands of products, you’ll need to dynamically generate (using
programming to create) your Titles.
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