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Improve your webshop conversion

Thursday, August 1st, 2013 by Servage

When talking about our e-commerce website, we web designers think about it in a bit different way, by seeing code everywhere with complexities to accomplish various tasks. Yet, in layman terms, an e-commerce website is a shop where products or services are sold. If we think of the home page as the shop’s main entrance, then our landing pages are the department fronts where you find a certain category of products. Additionally, the product page is where we utilize multimedia formats to simulate the merchandise through images, animations, videos, etc. And finally, there is content, which is our salesperson talking about the various benefits and features of our products.


If we bring the layman perspective to our designing process, we would have clarity about the e-commerce store front we are designing. We definitely are to consider every component of the website as an important part of the shop and treat them accordingly. Therefore, our visitors will freely roam into the shop and catch the desired products easily. Now, we draw the attention of our store’s visitor to our product by bringing them to the product case, where the product is displayed virtually in an image format. Of course, we can’t let our visitor touch the product; but, we can show the products with various angles through a series of images, or even with the help of 3D technologies. Our salesperson (content) describes the product thoroughly, so visitor can know its various features and can get information about the product from the text blocks or visual clues.

As noted above, we have to convey everything related to the product in fine detail, besides the product information. For instance, the prices of products, scope of price and other aspect comparisons, shipping and other charges, marketing incentives, your selling policies like warranty and return terms. Like a polite salesperson, our product pages have to accomplish these tasks through an effective product page design, so we can encourage the visitor, at an intellectual and emotional level, to spend their money on our products.


Our products will change in every category, but our case design would be the same and give a feeling of an overall shop. So we keep the product page’s layout consistent throughout the site to give a consistent user experience. We want visitors to feel a sort of familiarity. They should not learn something new on every product page. We will keep good navigation that easily guides shoppers to visit other departments with proper signboards, in form of icons and visual clues.

Add To Cart Design

When a visitor roams through a brick and mortar store, she uses a shopping cart, adding products from various cases or cupboards into the cart. While doing this, she may use her smartphone or calculator to count the prices and keep purchases within her budget. Therefore, our “add to cart” should have all tools that a real-life shopper wishes to have on hand. Your shopping cart should constantly show and update the products in the cart with thumbnails, sum of prices, addition and deductions like shipping, taxes, promotional offers, etc.

In a real-life store, related products are placed near main products in the display case and inspire our shoppers to purchase more. Thus, we can take the same approach here on our product page by designing and tempting visitors to buy more or put additional items in “wish lists” to increase our overall revenue.

Product page, in conversion funnel, is a core part where a real shopper begins their journey. Impressive product pages with positive user experiences, matters more for the shop owner at the end of the day, to increase sales.

References & More Reading

11 Simple Conversion Strategies Many Product Pages Fail To Incorporate

Holy Grail of eCommerce Conversion Optimization – 91 Point Checklist and Infographic

Analyzing Your Conversion Funnel

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