Five Ways Retailers Can Optimise Product Pages To Improve CX

By Kimberley Carr | 26 Mar 2018

Make online shopping easier for your customers with these five fundamental tips from Kimberley Carr, CPO of Rakuten Fits Me, for optimising your product images.

Online shopping should be made as easy as possible – meaning the user journey is smooth, obstacle free and does everything needed to encourage a transaction from the shopper. Since the product pages should convince shoppers to purchase, they need to be visually stunning and have all the information necessary to inspire a customer to click ‘add to cart’.

We have put together the five fundamentals of designing a compelling product page.

  1. Mobile First

‘Mobile first’ is a phrase often heard but less often followed through. It means designing and building your product for the mobile first, but why when everyone uses desktops to shop?

Well, they don’t. Mobile ecommerce is the fastest growing sales channel and we can soon expect European and US levels where over 50 percent of sales come from smartphones.

A couple of points to keep in mind:

  1. Use brand fonts of a suitable size to make for easy reading
  2. Use big, stand-out buttons which indicate that they are actionable (touch target for android should be at least 48×48 pd.)
  3. Bear in mind the placement and order of buttons – they should all be consistent throughout the journey. See example.Mobile Optimisation
  1. Keep it clean

No, we don’t mean your language, although maybe that’s your style. We mean remove the clutter! Think Marie Kondo for website design. It’s easy to clutter a product page with all sorts of unnecessary information and widgets – people usually want to add rather than take away –  but this can distract your shoppers. See example.

7 Mankind Australia

It’s important to keep your product pages minimal, and bring the most important information driving decisions to purchase to the forefront. It’s easy on the eye and gets right to the point, the transaction. Seventy-two percent of shoppers state they would be more likely to purchase if retailers offered an online size recommendation tool.

  1. Clear call to action button

Your website exists to encourage your customers to make a purchase, so make it as easy and intuitive as possible for them to click that CTA. See example.

Billabong-example

Your ‘add to basket’ or ‘buy me’ button must stand out, so make it the biggest CTA and use a different colour or shape from the rest of your page – bring it straight to your shopper’s attention!

  1. The right information

We mentioned removing the clutter in point 2, the tricky part is then deciding what copy is crucial to give your shoppers enough confidence to make a purchase.

The information you provide should be clear, relevant and easy to understand. Think about what a shopper wants to know about an item, the inspiration behind the design may be less relevant than the material used to create it.

Use a heat mapping tool to see what your shoppers hover over, an analytics tool to see what they click or a survey tool to get qualitative feedback.

It is also important to ensure you are offering the correct information around size and fit. Sometimes, size charts can be confusing so it’s best to offer an online fit recommendation tool such as Fit Origin to your customers. The ‘Find your fit’ button can sit neatly next to the size buttons or above the ‘Add to cart’ CTA.  When clicked, the window appears and the shopper enters 3 key data points. Working together with the shopper data and garment data, the algorithm then recommends the best size they should purchase. With guidance across key body points to help the shopper gain enough confidence on how your garment will fit them that they can add to basket

  1. Excellent images

A picture says a 1000 wordsthis sums up the importance of imagery used on product page quite well. As one great image can give lot of information about a product being sold, and several images– means the user doesn’t have to spend a lot of time reading about the product.

With garments, it’s almost vital to have a photo of the item on a model as well- to get better understanding of the material, length etc. If possible, adding the models height, weight and size they are wearing can also help the shopper understand how it will fit.

In summary, there are lots of factors to consider and apply in order to create the best user experience possible. Try to find a balance between all different aspects & test them- when it’s easy on the eye, informative and functional then you should start to see conversions.

  1. Mobile first
  2. Keep it clean
  3. Clear CTAs
  4. The right information
  5. Excellent images

Rakuten Fits Me 

Rakuten Fits Me provides a fit recommendation tool which sits on the product page and recommends which size shoppers should purchase based on their data and garment data. To find out more just click here.