ELEMENTS OF A PRODUCT PAGEBy IBCNet

THE PRODUCT PAGE

Is the landing page for specific items Should be well-designed to create trust

and legitimacy Should be the same across the site for

consistency. Is the strongest point of an ecommerce

site Can increase conversion rates

We’ll be looking at a product page on Nordstrom.com

Nordstrom’s online store is a great model of a well-designed page that holds up the reputation of its store.

We will list some of the features that make this page ecommerce-ready.

THE PRODUCT NAME

Should be concise while still conveying the necessary information

Should be descriptive enough to be unique

PRICE

List your price clearly and unambiguously.

If you have a sale, display how much of a discount it is.

List the price just under the name and in smaller font.

Don’t make the price unreadable. It gives you a bad reputation.

Don’t list the price way down at the bottom of the page. The more work the customer has to do, the likelier he or she will look elsewhere.

BUY BUTTON

You can’t open a lock without a key and you can’t purchase something online without a buy button.

Buy buttons should have a color that matches or compliments the color scheme of your site.

Buy buttons should not be overly large and annoy your potential customer.

In addition, if an item is out of stock, display that prominently underneath the buy button or just gray the button out.

“Add to Wishlish” buttons are ok if a customer is unsure or the item is out of stock.

IMAGES

Essential to a product page. Most customers will not make a

commitment without an image. You wouldn’t walk into a clothing store that had all its merchandise hidden behind white boxes, would you?

The image should be of the actual product and not a close imitation.

The images should be a good size with zooming

Zoom allows the customer to inspect the item for material type, quality, stitching, etc.

PRODUCT OPTIONS

Include size and color Removed the need for multiple versions

of the same basic product Provide multiple images, for example,

for items with multiple colors

SHIPPING & DELIVERY

Honesty is always the best policy Look into shipping calculators. The

customer will appreciate it. If you provide free shipping and/or free

delivery, say so!

SOCIAL MEDIA BUTTONS

Facebook and Twitter are the best source of free advertisements

Social media buttons allow customers to talk about you to all their friends and family

Get your customers talking about your products.

Large amount of traffic has been generated through this word-of-mouth advertising

If your site looks good, people will want to talk about it.

CONSUMER CONFIDENCE

Online stores lack human interaction and implicit trust

Online stores need to do more to look trustworthy

Any outdated details, like Flash or a hit counter, can jeopardize your reputation and your sales.

Good customer service is the key to building consumer confidence

A Live Chat option is an excellent resource to offer your customers.

IN SHORT

Good product pages inform and engage the customer without overwhelming them

Online stores need marks of legitimacy, including updated copyright and security certification

Customer service and an attractive design are the most important aspects

ABOUT US

IBCNet is a Los Angeles-based web design company in business since 1994.

For more information, contact us at 310-857-7873 sales@ibcnet.com www.ibcnet.com