What Do Online Shoppers Expect From Product Pages?

Avatar for Wouter Maatman
By
online product page
Likethumbsup(3)Dislikesthumbsdown(0)
image_pdf

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.


Subscribe to our newsletter and stay updated.
Loading

Avatar for Wouter Maatman

Digital Marketing Manager at Icecat N.V.

Leave a Reply

Your email address will not be published. Required fields are marked *

Icecat xml
 November 3, 2019
 October 4, 2018

Manual for Icecat Live: Real-Time Product Data in Your App

Icecat Live is a (free) service that enables you to insert real-time produc...
 June 1, 2018
Manual for Icecat CSV Interface

Manual for Icecat CSV Interface

This document describes the manual for Icecat CSV interface (Comma-Separate...
 September 28, 2016

Manual for Open Icecat JSON Product Requests

JSON (JavaScript Object Notation) is an increasingly popular means of trans...
 September 17, 2018
icecat addons

Icecat Add-ons including Magento, PrestaShop, Oracle, SAP Hybris, Google Shopping. NEW: Shopify

Icecat has a huge list of integration partners, that make it easy for clien...
 August 1, 2020

Manual for Personalized Interface File and Catalog from Icecat

With Icecat, you can generate personalized or customized CSV or Excel files...
 December 4, 2020
WordPress editor guidelines Iceclog

Iceclog’s WordPress Editor Guidelines: Writing Compelling Posts

These Iceclog Editor Guidelines for WordPress are a quick guide fo...
 August 17, 2016