[Infographic] 7 Secrets To Perfecting B2C eCommerce Product Pages

7 Secrets to Building The Perfect B2C eCommerce Product Pages

The competitive landscape in B2C eCommerce is only going to get more aggressive, making it essential for eCommerce merchants to have product pages that are highly visual, optimized, and straight to the point. eCommerce consumers are increasingly doing research online before making a purchase. They are looking for detailed information and reviews to help guide them in their purchase. Good B2C eCommerce product pages are designed to reflect the consumer's needs and help guide your customer through the eCommerce sales funnel. Here’s are 7 secrets to how your company can do it.

1. eCommerce Website Usage Research

It is highly beneficial to invest some time into researching how customers are navigating through your eCommerce website, what content their clicking, and why their making those decisions. There are a few questions they should be able to figure out on their own including the following:

• What kind of products or services does your eCommerce store sell?
• Why would it benefit them to purchase your product or services?
• What information is relevant towards making an informed decision about your products or services?
• How can they purchase your products and services?
• Who else has purchased this product?
• Where do customers go to gather information about your company?
• Can customers define what your company does after exploring your website?

If these five questions cannot be answered, it might be time to consider some updates on your site. Google Analytics enables companies to view customer navigation trends, enabling companies to create a refined eCommerce sales funnel based on patterns of navigation. Research into navigation trends may also reveal any weaknesses or opportunities in your eCommerce sales funnel. Your eCommerce product page should do a majority of the heavy lifting in the sales funnel by satisfying the questions a customer may have about your products.

2. Refining your product positioning

The first thing any customer should identify is your product's layout on the page. The website design should be responsive, visually aesthetic, and clearly reflect the position of the products you offer. Companies can position their website to highlight their products features or benefits. Feature based positioning gives the customers a strong focus on what the product does. Benefit based positioning identifies how the product will benefit the end user and the primary reason for buying the product. You should avoid long paragraphs, cluttered information, and marketing jargon. Use examples of how your product has benefited others through product videos and testimonials.

3. Compelling Product Videos

Product videos can do so much more than simply showcasing your products. It should give customers a sense of how the product will benefit their lives. In order to do that you need context that speaks to your ideal buyer persona. The goal is to make viewers connect themselves with the video and identify with the need of obtaining the product or service. Your product videos can be a key element in guiding uncertain customers through the next sales funnel step. Videos can also be tailored to include special offers and optimized for social media sharing.

4. Product Comparisons

Comparative information truly supports prospective customers in making purchasing decisions. Uncertain customers will naturally seek out comparative information from various sites in order to make sure they are getting the best value. Instead of making it tedious for them to do this, you should highlight the things that separate your eCommerce company from its competitors. Use data, customer satisfaction, and relevant KPI’s without tearing down individual competitors to build trust with your prospective customer.

5. The Power Of Testimonials

Testimonials from real customers can be the final push prospective customer’s need to place a purchase. Social proof can be considered the word of mouth of the social media universe. As word of mouth is spread though social media, it becomes easy to capture real testimonials from customers. Using something as simple as an image and text from satisfied customers twitter feeds can reinforce the benefits of the product. Placing these testimonials in relevant locations based on the sales funnel can vastly improve conversions. The testimonials you use should reflect the positioning you’ve chosen to highlight on the page. If your product is the fastest on the market, find testimonials that talk about how quickly the product performs. Social proof in the form of Google+ likes also improves organic SEO ranking and ad placement.

6. Clear Navigation Of Following Steps

There is nothing more frustrating for a customer than being confused on how many steps are needed to proceed with the purchase. This can be highlighted on the product page in the form of a “Complete your order in X easy steps by clicking buy now”. In the case of eCommerce companies that use external payment systems like PayPal, the user is taken away from the main website to complete the transaction. If this was not clearly stated and the customer is not familiar with Paypal, the likely hood of them canceling the transaction increases. Using the product page as a guide helps reassure customers of their purchase consideration.

7. Measuring Your Results

The effectiveness of your product pages can be measured in a variety of key performance indicators. Using Google Analytics reports enables you to measure page views, time on page, bounce rate, conversions, user website navigation, and where users leave your eCommerce website. Reviewing how much time is spent on your page allows you to analyze how easily your customers are finding the information their seeking. Bounce rates allow you to focus on which pages are losing customers interests. Conversions narrow down which pages users are clicking to complete a transaction and measure how many visitors are turning into customers. Monitoring website navigation allows you to concentrate on which area of the sales funnel needs improvement.