As a retailer, you purposefully create attractive, user-friendly websites to increase your traffic and conversions. If you’ve already engaged shoppers and caught their attention with items that make them click through to the Product Detail Page (PDP), then you’re ahead of the game. The question now is how do you keep them engaged and excited to make a purchase?
There are several steps you can take to improve user experience on the Product Detail Page and, in return, increase conversions. In this article, we discuss some options that you can easily incorporate into your e-commerce site.
#1: A Size Advisor
According to our data in Fit Intelligence, one in four consumers seek size advice when shopping online. Size seeking customers are looking for a resource to help them choose the right size. Many retailers only have a size chart on their PDP, leaving shoppers confused about which size to purchase. Because of this confusion, customers tend to order several sizes in order to try each on at home and keep whichever size fits the best.
With the addition of a size advisor, like Fit Finder, shoppers have the ability to complete a quick questionnaire about their body characteristics and are then provided with an accurate size recommendation. Fit Finder uses machine learning algorithms to compare a customer’s inputs with others who entered similar information, along with purchase and returns records, to recommend the best fitting size.
Fit Finder has been proven to help retailers increase conversions by 8-10% and reduce returns by 4-5% on average for size seeking users.
#2: Compelling Product Images
Another way to engage users on the PDP is to always provide compelling product imagery. In a survey conducted by Field Agent, 83% of respondents found product images and photos to be “very” and “extremely” influential. Salsify discovered that 66% of shoppers want to see at least 3 photos of a product.
Better quality images as well as images from different angles give the shopper a full overview of what they’re about to purchase. That way there are no surprises when the items arrive in the mail.
#3: Detailed Product Descriptions
Product descriptions should be detailed, but not too lengthy. You don’t want the description to look over-crowded, instead keep it short and to the point. If you’re using model imagery, it’s always a good idea to include the model’s measurements and sizing information. This helps shoppers compare the model’s measurements to their own and decide which size is best.
#4: Customer Reviews
Adding customer reviews to your PDP can have a huge impact on shoppers’ buying decisions. Customers are eager to see what others think of a product before purchasing it themselves. According to Boast, 78% of consumers trust online reviews as much as personal recommendations and 68% of consumers are more likely to buy from a business with positive reviews.
Video has recently become a big part of the e-commerce experience. Retailers and brands have seen benefits from adding video try-ons to the product page. The video lives in the photo library and can be accessed when scrolling through product images. Our partner, ASOS, does a great job at incorporating both a size advisor, Fit Assistant powered by Fit Analytics, as well as a video of the models wearing the product into their product pages.
#6: Product Suggestions
Another way to improve user experience on the PDP is through the use of Fit Finder’s Product Suggestions. There’s nothing worse than shoppers making it to the product page, selecting their size in an item, only to find out that their size is sold out. With the implementation of Product Suggestions, a feature of Fit Finder, customers are presented with similar products that are available in their size and are likely to fit well based on their inputs from Fit Finder. We tested Product Suggestions with our partner Simons and found that shoppers using this feature showed a 2% increase in conversion rate. Following recommendations for items with a more accurate fit also led to a 10% increase in net revenue per visitor and a 5% increase in average order value.
#7: Social Proof
Social media has played a large part in the way people shop for clothes. Some retailers are now adding a live Instagram feed with images using their brand hashtags on the product page. This allows shoppers to view the product on real life people to see how it fits and how they styled it. Seeing an item on other people with similar body characteristics helps customers envision how it might look on themselves, and therefore, they feel more inclined to purchase.
As we can see, there are several ways to create a more compelling PDP. Some of these are a simple add-on that make a big difference for the shopper. Even by just adding one or two of the above suggestions, retailers can greatly improve user experience on their product pages.
To learn more about how we can help you and support your specific needs Contact us.