The product page is easily the most important part of your site. Aside from showcasing the products, you can offer them, its contents and overall design aesthetic is a definite make-or-break factor for your customers when they choose whether or not they’re purchasing your product.
Since it contributes so much to the success of your site, you should continually seek for ways to improve it to encourage your customers to buy and maximize your product sales. Here are some tips and tricks you should know to be on top of your game.
Keep Product Information from Desktop Website
Designing a layout for a desktop website and mobile website is different mostly because of the limited screen space on mobile. The first instinct would be removing some elements so as not to crowd the mobile screen. However, you should be smart with what elements to remove. Make sure to keep the relevant information such as price, availability of stock and specifications. Around 65% of smartphone users look for the most relevant information regardless of the product brand.
Minimize User Typing Effort
It was found that most errors committed by users happen in input fields. As typing is highly interactive, users are more prone to make mistakes during typing. If the same goes even on a keyboard, then it’s much more difficult to be mistake-free on a touchscreen device. To combat this, you can restrict the input fields for raw data to only the necessities such as name and shipping address, for example. For other categories such as color, size, or quantity, you may use radio buttons or steppers when you can to reduce user error.
Use Big and Quality Images
Photos of the product are especially important in online shops since a major limitation is that you can’t physically see the product. Not only does it give the customer a preview of the product, but also, it increases the site’s overall appeal. However, you can’t just add a photo and be done it with it; the image needs to be big and high quality for it to be effective. This allows the customer to be able to see the details.
In the case of zooming in, it is expected that the image does not pixelate when zoomed in. It is even expected for the image resolution to get higher as the user zooms in.
Support Pinch and Double-Tap Gestures
About the previous point, most users want to zoom in to the image to have a better look at the product, hence, the need for a high-quality image. Mobile users often try to pinch and double-tap the screen to zoom in but unfortunately, not all sites support that gesture. Supporting pinching and double-tapping and making it known to the customers will help them use the gesture as they please.
Additionally, some customers want control over the magnification level of the zoom option. Having a preset magnification level might not satisfy them, so it is preferred to let them have reign over how zoomed in they want the image to be.
Design Image Gallery for Swiping Horizontal Swiping
Although horizontal navigation was dubbed as a definite no-no in web design, it has since then made its comeback with the rise of touchscreen devices. Because people are now more accustomed to the swiping gesture, horizontal navigation has become a symbol of the most modern design. Enabling horizontal swiping for your mobile makes it more convenient for the customer in comparison to scrolling down to see other photos. Additionally, implementing this kind of navigation saves a lot of page space that you can use for other value-adding elements.
Pay Attention to Back Button
Back buttons are there so you can go backtrack from your navigation. However, some sites have back buttons that, when clicked, cancel the whole transaction completely which may cause a lot of frustration for those who want to backtrack for a bit or those accidentally press them. As a website designer or owner, you should be aware of the actions entailed with hitting the back button to minimize negative feedback from frustrated customers. Dwindle the backtracking effect of the button if you can. And to make sure that they don’t hit the button accidentally, you could install pop-up boxes for confirmation of the action.
Avoid Collection Pop-Ups
App installs ads, as well as multiple pop-ups ads, that block a majority of the website content to make you install another application or make you perform a specific action is an easy way to lose customers and increase bounce rate. Moreover, not only do users get annoyed by pop-up ads, but Google had also made their dismay public when they incorporated that in their ranking algorithm. If you want to rank higher on search results and keep your bounce rate low, get rid of the pop-ups.
Show Helpful Product Reviews
Product reviews are sought out by customers before they make a purchase. So before they even look for the reviews section, you can already incorporate them in your site design. For example, Crocs inserts a featured customer review in their product description. That way, your site visitors could hopefully be impressed with the good feedback from your previous customers.
The most important factor in designing your mobile site is the customer. Put yourself in their shoes. What would you like to see? How do you want your transaction to go?
Always consider their preferences to make sure they are satisfied. Make sure all the processes on your site is to their convenience. You can even take some feedback from them so you know what aspects are doing well and what are the things you can improve on. Customers value their purchasing experience so much that 51% of smartphone users claim that they have transacted with a brand rather than their initial target brand because they had a better experience there. Ensure that their experience pleasant, relevant, and interesting enough to encourage them to come back for more.
A true expert in web design and mobile app development, Kenneth Sytian offers web design services in the Philippines and owner of Sytian Productions. His no-nonsense approach to design and a decade of solid experience is a winning combination for his clients.