In e-Commerce Success – Critical Factors To Help You Thrive Part 1 we discussed key aspects to ensuring your e-commerce success including website content and website design.
In this second part we’ll discuss product pages and product search.
e-commerce Product Pages
These are without doubt the fundamental deal makers or breakers.
Viewers may have reached these pages through organic or paid search results and their first impressions and availability of information will convert them into customers as much as the price of the product.
Key aspects to consider:-
- Make pages load fast. While most people have fast broadband, check that graphics, while having the right impact and luxurious feel, load quickly.
- Use ALT tags to guarantee that all images are optimised.
- Consider multiple images such as reverse and side views.
- Avoid Flash where possible.
- Test different positioning of images and products and multivariate testing
- Try and make small images load first using and create enlargeable images.
- Add functionality to group similar products, “other customers bought”, indicate stock levels to reassure availability.
- Content, content and more content. Ensure that product pages are a wealth of information.
- Add customer reviews and product testimonials.
e-commerce Product Search
Having designed your website with clear navigation, grouping products by category, brand or other cluster, it is imperative to have sound search capabilities on your e-commerce site.
You will inevitably have many products, probably hundreds if not thousands so you have to make sure that viewers can search effectively.
Think about:-
- Free keyword search
- Using filters to allow category or brand search
- Price filters
- Placing search on prominently on all pages
- Result sorting by name, price, brand, user rating, popularity etc
- Feed image thumbnails to improve clickthrough
In e-Commerce Success – Critical Factors To Help You Thrive Part 3 we’ll discuss e-commerce marketing, checkout and after sales.
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