What Do Online Shoppers Expect From Product Pages?

Nowadays, online shoppers have high expectations for retailers’ images and video content on an online product page. A lack of content means a deal-breaker for a consumer. According to eMarketer, roughly 33% of consumers will look to a brand’s website while researching products before purchase. But on the other hand, the importance of marketplaces becomes bigger as the e-commerce landscape develops.

Five years ago, digital shoppers expected an average of about four images and one video when looking at a product on a marketplace or retailer website. But today’s consumers across every age group expect nearly double the number of images with high quality and a minimum of two videos per item. Implying that rich content, or A+ content as Amazon calls it, is very important as consumers decide based on the available product knowledge and feel.

Optimize a product page

An optimized online product page is designed not only to be found via search engines but also to convert online shoppers into buyers. Four important things:

• The product
• Your brand
• Copywriting
• A page’s design and UX

SEO will help Google find your product page. For example, providing trusted Product Identification and marketing texts also helps Google identify a brand’s products online and increase the SEO value. Additionally, there are a handful of ways to optimize these pages for better search results. Firstly, use high-quality imagery and add more than just one image. Secondly, include video. Thirdly, include relevant keywords to the product in the page’s title tags and product descriptions. Furthermore, share testimonials and customer reviews. Finally, use spacing and consistent branding, including logo placement.

Provide a clear call-to-action (CTA)

Most importantly, a product page needs to convert shoppers into buyers. A CTA button must take a beautiful center stage position on your site. The CTA must be placed above the fold. Furthermore, there should not be anything in this section of the page that draws the online visitor’s attention away. In most cases, the simple direct CTA of “Add to Cart” or “Submit Order” will have the best conversion.

Wouter Maatman

Digital Marketing Manager at Icecat N.V.