You’ve put effort (and a sizeable chunk of your marketing budget) into getting customers into your online store in the hopes they’ll convert. But it’s all for naught if they try to find what they’re looking for and fail.
User experience is paramount when it comes to online shopping. Once you attract customers through your virtual door; you have to impress them with what’s on the “shelves”—and make products easy to navigate, add to cart and check out.
Here are three tips for creating ecommerce product listings that convert.
Put yourself in your customers’ shoes. Not knowing where to click is frustrating! As is clicking on something expecting it to take you one place, but ending up in another. It’s a real gamble as to whether a shopper will bother to retrace their steps and start over. The fewer clicks between a shopper and checkout, the better for everyone involved. So create an intuitive navigation system for your product listings.
One way to do so is using synchronized hover, which alerts users to all the elements that lead to the same place by highlighting or underscoring them if they hover over just one. This helps online users deduce which links lead to which destinations. With a plethora of interactive links on a typical product listing, it’s helpful to differentiate where they lead so customers can easily navigate to their desired endpoint, whether that’s changing the color of the product on display or seeing more specifications.
Provide Just Enough Information
While you want your product listings to be thorough, it’s all too easy to overwhelm shoppers with too many words, fonts and links. Chaotic product listings can discourage customers from continuing along through the sales funnel, which is the least beneficial outcome for your website. The key? Progressive disclosure. As UX Planet writes, “You show only the information necessary at that point in the interaction.”
Let shoppers see only what they need to see to get a good grasp of a product initially. Allow them to access further details—like specifications, full features, dimensions, sizing charts, etc.—by clicking “read more” or clicking to continue along the path. This is especially important on mobile devices, as too much information is overwhelming and inhibits a smooth user experience.
Pair with Engaging Visual Content
A picture is worth 1,000 words, which is great because an ecommerce website chock full of words can appear cluttered and thus unusable. Besides scanning the title, users are going to judge an item based on the accompanying photographs. You can describe a kayak as “lime green, made from rotational-molded polyethylene and eight feet long,” but looking at an interactive photograph with multiple angles is what will really bring the product listing to life for the shopper.
Prospective customers want to be able to see a product from every angle, clicking to rotate it so they can inspect the back and sides just as well as the front. This is why the user interface—often dictated by which cloud ecommerce software you use to run your store—is so important in the purchasing process. Every product listing needs a collection of images capable of making the customer feel as if they’ve truly experienced the item.
Many online stores use product videos in their listings. There’s something about seeing a product in action that’s uniquely engaging, whether it’s a model showing off a garment or an industry expert giving a short demonstration on how to best use the product.
Using these three tips for creating ecommerce product listings that convert, you can design your online store with the user experience in mind. By offering the right content and design, you can truly do more with less.