A well-designed product page сan not only sell a product but motivate a customer to spend more than they intended. Mainly, the success of a product page depends on how well it can address customers’ concerns. Below we grouped the common ones into four sections to help you relate shoppers’ questions to Magento 2 features.
#1. Fast catalog browsing
Let’s take the decision-making psychology on board. A shopper browsing a store has at least two options: take a thing or leave the shop.
Psychology says that the less time we have to make a choice, the less we think about abstract things, and the more concrete we become.
Back to e-commerce, a shopper generates questions right at the moment of browsing the catalog. They start with the concrete ones (How does the back of the item look?) The more time passes, the more concerns they have (Isn’t it too short? Isn’t it too expensive?) If you manage to answer concrete questions the moment they appear, you will speed up the decision-making process and prevent abstract questions.
Magento 2 tech tip. From the tech point of view, you should make catalog browsing as dynamic as possible. For this consider adding an Image flipper and a Quick View. Though such functionality requires installing extensions on Magento 2, many successful retailers do so to make catalog browsing both faster and more convenient.
#2. Self-explanatory product images
KPMG report says that the two main reasons for customers to shop offline are: the need to see and touch an item and the desire to try it on. Online customers can’t do any of these things and have to rely on eyesight to evaluate a product. That is why the visual part of product pages deserves at least a half of your attention. Images that showcase a product should do more than attract attention, they should answer customers’ questions. Two common ones correspond to the above report findings:
How does it look in reality?
To help people envision themselves using or wearing an item, add some context. Use several images of a model wearing an item or even a short video or gif to display how the textile reflects a person’s movements.
Actually, models are good to show not only clothing. Presenting an item (a bag, a phone, a rug) close to some familiar object (say, the model body) makes it easier to perceive the product dimensions. For example, you can display a model wearing a bag or fill a bag with notepads to make its size and capacity clear.
In addition, provide a closer look at a product with a handy image zoomer. This way you will mitigate customers’ concerns about tiny parts of a product, like thу fabric quality, buttons, or zippers.
Will it suit me?
That would be so nice if picking the right size meant that the item fit you well. Unfortunately, sizes are a bit trickier.
First, sizing scales vary from vendor to vendor and from country to country. Providing a handy and coherent size chart helps you guide shoppers through such differences.
A size chart feature can be as complex as an interactive table or a CMS page assembling all size charts for products from different categories; or as simple as a pop-up or a link to a document. The key is to help a customer find the right size in an instant even if the sizing scale is unfamiliar to them (say, the US size to a European shopper).
Second, if a swimsuit fits that slim lady in the photo, it doesn’t mean that I will look fine wearing the same but bigger thing. To address this concern, again, add some context. If a customer picks another size, show an image with a model that has exactly this item on.
Magento 2 tech tip. Before picking a module, think about all extra features that you are most likely to need and then look for a comprehensive solution to prevent conflicts. For example, to present product info (images, price, availability) with respect to the user’s choices, and to add a zoomer you can use some comprehensive product page improvement extension, like this Color Swatches Pro.
#3. Credible and detailed reviews
People make decisions faster when they take a proven path. KPMG found out that 55% of shoppers research online reviews before purchasing and the two main channels to check and leave a product review are: the seller’s website and Facebook. A customer wonders, “What do other people say about a product?” And you should be ready to answer. That is why adding a customer reviews section or Facebook comments to a product page will bring positive results:
- it will prevent a customer from leaving your website;
- it will help a customer make a more informed and quick decision.
In addition, many shoppers tend to discuss a product with somebody (especially, if there are no reviews) before completing an order. In this regard, it makes sense to allow sharing URLs with selected product configurations.
Magento 2 tech tip. Several Facebook integration extensions are available for free on the market. If you haven’t yet found a comprehensive Product Reviews module, now a Magento partner is gathering feedback on the features that you need in such a module.
#4. One item selling an entire outfit
Many web stores succeed with the steps above and still miss one tiny detail. Actually, they miss an opportunity to sell more. Suppose a customer is considering an evening dress. Images on the product page show a model wearing a complete set: a dress, a pair of shoes, a bag, etc. Quite often at the moment of making a purchase decision, customers like the complete picture and are ready to buy the whole set. Just take your opportunity to offer. As a good example, consider how Paul Smith uses the Model Wears section under product images.
Magento 2 tech tip. Such extensions as Automatic Related products or Cross-sell / Upsell products can help in this regard.
Summing it up, a good product page should provide clear answers to a customer’s common and concrete questions: How does it look? Will it fit me? How do other people rate it? The quicker the customer clarifies these details, the less they are likely to start thinking about some abstract things and leave the shop to consider alternatives.
Magento 2 extensions on the market vary by complexity, price, and flexibility. You can try some free extensions that include only particular features. Once you sure about the must-haves for your store, look for a comprehensive module to hit several targets at once.
About the author Darya researches into tech trends and the ways IT can help businesses stay competitive. She shares insights and ideas through business posts on the blog.