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Following the product search, every customer lands on your Product Detail Page. With a well placed and effective search or Guided Selling tool, you will already have increased the chance that your customers end up on relevant Product Detail Pages. However, despite the fact that your customer may be well informed about the chosen product and is already close to making a buying decision, customers will still have numerous questions and expectations playing on their mind.


If we weight it up, everything boils down to one final question: Is this the right product for me? At that point, an effective Product Detail Page provides the information that the customer is craving and convinces the customer to make the buying decision. So, how do you create an effective and inspiring Product Detail Page?

Essentials of an Effective Product Detail Page

1. Detailed Product Descriptions

Give your customers the information they need and more! Besides all minor, complicated technical product information, customers search for detailed product descriptions. Well-written product descriptions are extremely persuasive and use buzzwords to promote the pros of the product. They show use cases of the product that promote the advantages and differentiate the product from competitors' products. Overall, detailed product descriptions give many convincing arguments to buy the product and at the same time they are SEO-friendly and pull search engine traffic directly onto the Product Detail Page.

Detailed Product Description

Detailed Product Description

This example of Best Made Company shows a carefully written and very descriptive text. It nicely promotes use cases and the advantages as well as gets the reader excited about the product.


2. High-Quality Images

First impressions are everything. High-quality pictures are absolutely vital to display your product in a positive light. The more pictures available, the easier it is for the customer to relate to the product and imagine it in their everyday life. An additional hover zoom function provides a close look at every little detail which the customer really appreciates. The displayed image selection depends on the product itself und brand image can vary from mood images to simple product display to images showing the product in use.

Product Images

Nasty Gal does not fail to impress. They use a great selection of images and show not only one but directly two large images which fit perfectly with the brand's image.


3. Clear Navigation and Call-to-Action

The navigation should support the customer's movements on your websites. Needless to say that we want the customer to move from the Product Detail Page to another. If your Product Detail Page does not have a direct product comparison function, users can compare them via the Product Detail Pages. An explicit call-to-action is essential and serves exactly one purpose: to get your customers quickly to the checkout if they made the decision to buy. It should be instantly visible and appear in a color that attracts the customer's attention. However, if the customer wants to go back to the previous overview, it should be supported as well. Breadcrumbs provide an easy way of navigating your website and prevent any unnecessary drop offs.

Navigation and all to action

Casando uses breadcrumbs to enable a quick navigation between product overview, while a clear call-to-action button leads the user to the checkout.


4. Display Variations

If you display product variations directly on your Product Detail Page, you will keep customers there instead of leading them back to the categories or overviews. The variations should also show the proper price and product information which may have changed, for example: available colors, sizes, stock levels and packaging sizes.

Navigation and all to action

Deuters offers a nice example how to display color variations. All relevant product information change according to the variation.


Conclusion

An effective Product Detail Page needs some essentials, in order to be successful. Persuasive product descriptions, inspiring high-quality images, a simple and powerful checkout navigation and a proper display of variations. However, other features that we find regularly on Product Detail Pages can also increase conversion or decrease drop off rates. Read part two to learn more about cross-selling, user reviews, videos and stock information.

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In the second part of Product Detail Pages: Turn Visitors into Customers, we focus on user reviews, videos, cross-selling and stock information. While some of these features have established themselves as an integral part of Product Detail Pages, for example, user reviews, others are used less regularly yet have still shown significant potential in increasing conversion rates and customer satisfaction.

1. User and Customer Reviews

It's simple, customers trust other customers. Products that have been positively reviewed by a considerable amount of users are more likely to be bought. Other factors, next to the number of reviews, have an influence on the perceived trustworthiness. Specific and detailed user profiles should be promoted because more detailed user profiles display authenticity. For example, the review provided by a user who has a visible profile with a decent number of reviews or even a social media profile is more trustworthy than Mr. X without any profile information. Other factors include the length and quality of reviews. Detailed reviews show an understanding of the product and explain the criteria of evaluation which can be helpful to convince potential customers focused on this criteria.

Amazon Customer Review

Source: Amazon.com

The online shopping platform Amazon successfully encourages customers to provide detailed reviews which then leads to lively discussions amongst participating customers. The evaluation of customer reviews by other customers and users help to filter low quality or fake products.


2. Videos

In Product Detail Pages, embedded videos are a valuable tool in display convincing advantages about your proudct and increasing your conversion. They demonstrate the product's usefulness in everyday situations and give easy-to-understand information. More complex products, which need an introduction, profit the most from how-to use explanatory videos. Additionally, videos can suggest alternative uses as well as tips and tricks.

Product Videos Source: Nest.com

Nest the home automation producer of thermostats embeds videos which successfully explain their products, the use and the concept.


3. Cross Selling

Another way to increase the shopping cart value of your potential customers is cross-selling options within the Product Detail Page. There are different types of cross-selling. The easiest way to initiate cross-selling is to offer complementary products that are essential. In other words, offer product B as an addition to product A in order for product A to fully function, e.g. a toy which requires batteries. Another option is to offer products that are similar to the chosen product. This is a great option for upselling by showing other similar products with different prices. Shop your style provides customers with a list of products that fit the style of their original chosen one. For example, the customer searches for jeans and the cross-selling option shows them a matching jacket.

Ikea Cross Selling Source: Ikea.com

Ikea demonstrates a great example of complementary cross-selling. The world's largest furniture retailer offers its customers looking at this lamp Melodi a fitting light bulb to go with it.


4. Stock Information and Delivery Options

It is certainly possible to display stock information simply by writing: available or not. Showing slowly depleting stock can have a positive effect and cause a surge in orders as soon as a certain stock level is reached. Stock level information can also simplify the delivery process and customer's access to the product.

Best buy Stock information Source: Bestbuy.com

The online shop of the consumer electronics retailer Bestbuy combines stock information with product delivery. Customers have the option to choose delivery or pick up in store according to availability of the products.


Conclusion

The above-considered components are not represented in every shop or website's Product Detail Page but they are becoming increasingly essential and popular. Videos provide additional information about the most complex products in a simple and easy-to-understand way. High-quality customer reviews convince customers of quality and advantages of displayed products. While cross-selling allows you to increase shopping cart values, the proper display of stock information can cause a surge in sales and improve your logistics, especially when combined with delivery options. Overall, we find that not every Product Detail Page needs all of the components we have reviewed in part one and two of our analysis. Every component has the potential to increase sales and customer experience if applied appropriately to the products at hand and the customer's needs. Therefore, it always remains necessary to shape your Product Detail Page according to your product and your target group.

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Easter - the time for family, reflection and renewal. Surprise your current customers and engage new ones with the excentos Product Finder. Providing gift inspiration to your customers has never been so easy as with the excentos Workbench.

In this blog post, we showcase some of our favorite Gift Finders and explain why they work so well for all kinds of people, genders and age groups.

1. For the Chocoholics... because nothing screams Easter more than chocolate!

Take me to the Gift Finder: Chocolat Gift Finder

? Hotel Chocolat

? Chocolate Specialists

Hotel Chocolat is a luxury British chocolatier and cocoa grower. With over 130 shops, cafes and restaurants, three boutiques in Copenhagen and a hotel on their cocoa plantation in the Caribbean, Hotel Chocolat are revolutionizing the chocolate industry.

What do we think? This exquisite Gift Finder is oozing in irresistible temptation and an insatiable appetite for the best chocolatey gift. Its simplistic yet luxurious design perfectly compliments the Hotel Chocolat brand. Shopping for Easter eggs has never been so fun!

2. Treats for the kids

Take me to the Gift Finder: Mytoys Gift Finder

? MyToys

? Children's toy specialists

MyToys is Germany's leading retailer of children's toys and accessories and one of the 12 largest online shops in the country! They are a multi-channel retailer with 14 branches.

What do we think? The variety of themes and adorable images easily gets the personality of the child across to the buyer. This Gift Finder is also quite extensive, asking several questions about the recipient to ensure it delivers suitable and intelligent AI-driven recommendations. A win-win situation for both you and your customer. Your customer happily walks away with the perfect gift and you increase your sales.

Take me to the Gift Finder: Smythstoys Gift Finder

? Smyth's Toys

? Children's toy specialists

Smyth's is Ireland's largest toy store and a multinational chain provider of children's toys and entertainment products.

What do we think? The simple theme and colors perfectly fit the branding of a toy store and the graphic of the young boy brings life to the Gift Finder. It's also a great idea to offer users the chance to specify their maximum spend, especially when it comes to buying things like toys which we all know can easily leave a hole in our pocket. Additionally, by filtering out products which are not within the customer's price range, you can better highlight the products which they can afford and are more likely to buy.

3. For the book worms wanting a fresh read this spring...

Take me to the Gift Finder: Magazine Gift Finder

? Magazine UK

? The Magazine Specialists

Magazine UK is the UK's largest online subscription site for hundreds of magazines to suit everyone's preferences.

What do we think? It's always nice to receive advice and tips on what could be a good read. This cool Gift Finder asks about the recipient's personality which is always an important factor in finding the perfect gift.

4. For the whole family!

Take me to the Gift Finder: Gift Finder

? Gifts.com

? The Ultimate Gift Website

Gifts.com is an online shop selling a large assortment of products to suit anyone and everyone.

What do we think? These lovely images really capture the essence of everyone you could want to buy a gift for as well as the occasion to go with it. Since Gifts.com sell such a large amount of products which are suited to all kinds of people, it's important that they provide their customers with a support mechanism like a Product Finder which helps users to narrow down their search.

5. For the special ladies in our life

Take me to the Gift Finder: Douglas Gift Finder

? Douglas

? The Beauty Specialists

Douglas is a German perfume and cosmetics retailer with around 35,000 products in more than 1900 stores across Europe.

What do we think? Buying cosmetics online can sometimes be a challenge since you can't test it or smell it. The Douglas Gift Finder deals with this issue well by asking the right amount of questions. They also use a slider feature for people to specify their age which is a pretty important factor when buying cosmetic products but also great for usability as users don't need to insert any free text.

6. And let's of course not forget the special men in our life

Take me to the Gift Finder: Whiskey Gift Finder

? The Whisky Exchange

? The Whisky Specialists

The Whisky Exchange is one of the largest online retailers of whiskey, advising and serving thousands of people their favorite tipple every week.

What do we think? This Gift Finder is clearly more suited to whiskey lovers since the questions are more focused towards those who know what they are talking about. The concept, however, is great, since it's always helpful to receive advice before you buy with more higher-end products like spirits and liqueurs.

So, how can online Gift Finders benefit my business?

  • Have an edge over your competitors
  • Improve user experience - customers no longer need to feel frustrated by having too many options or a lack of online support.
  • Make online shopping more fun - Gift Finders are interactive and engaging for customers, helping them to discover great product recommendations.
  • Reduce return rates - when people receive the perfect gift then there is no need to send it back.

Start building your concept and provide your customers with gift inspiration.

Learn more about Product Finders

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Online shopping is changing and as the pace of life gets quicker, customers want to find their perfect product and check out within minutes. Forward-thinking companies are starting to introduce Guided Selling techniques such as Product Guides to try keep up with online consumer buying trends, improve the online shopping experience and help consumers make the right choice. Here's why Guided Selling is revolutionising online shopping and how your business can create a Product Guide successfully and increase revenue.


Time is money

In a world of choice overload, your online shoppers can easily become overwhelmed. Endless search pages amass with irrelevant, unfiltered products can lead your customers to give up their search entirely. Product Guides prevent this from happening by acting as a virtual product advisor.

Creating a Product Guide for your website visitors is the perfect opportunity to ask them a few quick and relevant questions which allows AI and Guided Selling technology to get to know them better. They can then be guided towards their perfect product and away from irrelevant ones - saving your customer both time and energy.

A dating app for products?

Product Guides work on a very similar concept to dating apps, the user states what they want and what they don't want so that AI can filter out all the unsuitable matches and present them with their perfect suitor. Likewise, Product Guides aim to deliver the user a product match which makes them fall in love at first sight. So, how do you build a Product Guide? We’ve compiled a few top tips to help you! This way, you will point your customers in the right direction and give them an enjoyable online shopping experience.


1. "Setting goals is the first step in turning the invisible into the visible"

-Tony Robbins

Defining your target group and different customer segments is the first step in identifying which kind of your products could suit which kind of customers. Try and get into your customer’s head and ask yourself whether their age or gender could affect their decision in choosing a certain product. Maybe style preferences or income could also come into play. However, it really does depend on your product. Questions could be anything from asking a customer's skin type to advise on moisturizers or desired MB speed to advise on broadband deals.

Take this Rolex watch for example:

What kind of person pops into your head when you look at this watch? What questions and answers would you provide the target group of this product in your Product Guide so that they would be directed to this suitable recommendation?


2. “The most simple things can bring the most happiness”

- Izabella Scorupco

Make life easy and don’t leave your customers guessing. Ensure you have clear and recognizable product names and simple filters which help your customer choose and define what they want in a product.

For example, if you are an online fashion retailer and would like to create a Product Guide which aims to help people find their perfect pair of jeans, the most relevant questions and answers you could pose would naturally be about style and cut.

Although, you must choose your wording carefully, e.g. would your target group for jeans be more aware about the expression "boyfriend fit" jean or "baggy loose-fitting" jean?


3. “An expert knows all the answers - if you ask the right questions”

- Levi Strauss

Chat with the people who know your customers best: your sales and marketing team. Get insights into what your different customer segments look for in your products and their typical buying behaviours.

Think about what features are particular to certain products and are also sought after by customers.

For example, someone who would like to buy a camera for their job as a professional photographer will have a different budget and requirements to someone taking it up as a hobby. Guided selling technology is able to distinguish which of your products suit which kind of customer.


4. “Visual storytelling utilizes both language and art to pass on the essence of who we are”

- Debbie Millman

Choose a theme which tells your brand’s story and make sure your language and image choices stylistically fit the essence of your business. Align your Product Guide with your vision, strategy and marketing message - just like you would with any other content piece.

Your Product Guide should engage your customers and make online shopping a more enjoyable experience as well as seamlessly integrate into your website layout. Canadian clothing label KOTN provides their customers with good quality cotton essentials, hence the simplistic, pure white color theme.


5. ”Quality is never an accident; it is always the result of an intelligent effort”

- John Ruskin

Quality assurance is an important final step before sending your Product Guide live. Make sure to test out its usability with your customers. Your chosen questions and answers should be easy to understand and direct your customer to a suitable product within a reasonable timeframe. For most Product Guides, 2 minutes is a sufficient amount of time for your customer to complete the questionnaire and be directed to their perfect product. However, we have experienced companies with more complex products whose Product Guides require up to 5 minutes - and this is totally fine as long as your questions and answers remain relevant and easy for the customer to follow.

The worst thing would be for the customer to give up filling out the Product Guide half way through - a Product Guide is basically a form of marketing so it's vital to keep it interesting and engaging like you would for any other piece of marketing content


6. “Marketing is really just about sharing your passion”

- Michael Hyatt

You can make the best Product Guide ever but if your customers can’t easily find it, then they can’t enjoy it!

Provide as many links to your Product Guide as possible and use top-level URLs with relevant keywords, e.g. www.yourbusiness.com/productguide. Creating a cool banner which links to the Product Guide is also a handy way to attract your customers into using the guide.


See how easy it is to build a Product Guide with the Workbench

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It's that time of year again - Valentine's Day is around the corner! Customers are panicking that they've still not found that special gift for their special someone.

We all know how much of a pain gift shopping can be - whether it be for your love on Valentine's or any time of year for that matter: birthdays, Christmas, anniversaries etc. Even when you know someone well, finding a good gift can be tricky and most of the time, it's hard to even know where to begin.

This is where Online Gift Finders can really help and advise your customers. Gift Finders are an excellent tool for providing your customers with gift advice, inspiration and recommendations - both easily and successfully!

Let's take a look at the advantages of Gift Finders as well as an example of how leading online homeware store yomonda is already using them.

LOOK

Having a Gift Finder on your website is enticing for customers - they are bound to be curious and test it out. It's fun to use and provides inspiration and recommendations - particularly useful for those who struggle for gift ideas or even people who find your number of products too overwhelming to trawl through. excentos recommender logic uses an intelligent matching engine and combines your sales and marketing strategy. That is what makes the Gift Finder an invincible tool bound to increase your sales and look good in your online shop.

OBSERVE

With excentos, you can observe and track how your Gift Finder is performing, as well as monitor online consumer behaviors. Our web analytics tool collects valuable user information and buying desires which help to assist you in optimizing your marketing strategy and customer approach. Find out exactly how your customers think and which products they really love!

VALUE

Sales personalization provides great value to your customers and allows your business to create real customer relationships online. Gift Finders provide you with the opportunity to speak with your customers and not at them. Customers who experience a pleasant online shopping experience are more likely to value your business and get to the checkout.

EXPERIENCE

We all know how important user experience is when it comes to e-commerce. Gift Finders make the online shopping experience more interactive and also provide good advice and recommendations like you would receive if you went in-store and spoke to a sales assistant. Customer expectations are rising and so it's important that your business keeps up and delivers a high quality online service. After all, the customer is always right so make sure you are proactively finding new ways to keep them happy!


Love is in the air

yomonda demonstrates that love really is in the air with their excellent gift finder. It inspires and gives online shopping that extra special human touch. Check it out:

yomonda - Leading Home Furnishing Retailer

yomonda sell products which make your home more beautiful - anything from home accessories and textiles, furniture, lighting, kitchenware, garden, bath & wellness and more... They aim to offer an online shopping experience which inspires. Their Gift Finder compliments this ethos perfectly.


Step 1 - Person

By asking the customer to type the name of the person they are buying a gift for as well as their relationship - the shopping experience becomes much more intimate and personalized.


Step 2 - Occasion

Narrow down the search for your customer and allow them to discover gifts which perfectly suit certain occasions.



Step 3 - Interests

Let the customer tell you a bit more about the person they are buying a gift for. What are they interested in?

Step 4 - Style

The Gift Finder only asks questions that your customers can answer. What kind of style does the recipient have?


Step 5 - The perfect Gift

And finally, your customer is presented with clever recommendations which the recipient of the gift is bound to love.


Step 6 - More great recommendations...

For those customers feeling generous, they are also presented with several more suitable recommendations.


Help your customers find their perfect gift this Valentine's

Start your 30 day free trial today

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It’s plain to see why Amazon is leading the e-commerce race. Their excellent user-experience, varied product assortment and innovative means of drawing in smaller, more diverse businesses through FBA has allowed them to target people of all backgrounds, interests and shopping behaviors.

Amazon is accountable for over 37% of the USA's annual retail e-commerce and has over 2 million sellers.

This makes things difficult for traditional small and medium-sized businesses operating outside of the Amazon marketplace.

Smaller businesses are finding it tricky to stand out and charge competitive prices. However, the impersonal nature of shopping on Amazon has allowed SMBs to have a competitive edge in many other areas of business.

Thanks to advances in digital technology, accelerated by huge corporations like Amazon, it’s left customers wanting more! With an increase in customer expectations, people are searching for shopping experiences with a special touch that Amazon is simply too large to provide.

This blog post will demonstrate prime examples of when SMBs overtook Amazon in providing customers with better user experience.

1. Find your niche

To create trust, it’s important you prove that you know your stuff. The easiest way to do this as an SMB is to find your niche and focus on what you are good at. If you do something you believe in and feel passionate about, your energy and efforts will pay off and customers will feel inspired.

Focusing on too many products with limited resources and knowledge makes everything more unmanageable and distorts your vision.

"A jack of all trades is a master of none."

Think about the best kind of restaurants — they are always the ones with limited choice on the menu since it’s impossible to produce good-quality without specialization.

Specialize and you will be able to deliver — take too much on and you will most likely hinder productivity and lose against your competition.

With specialization, you can easily create a unique brand personality and win on content marketing by delivering personalized messages which resonate with your target audience.

Source: Bombas — the performance sock specialist

Although Amazon’s momentous success is mainly down to its huge product assortment — even they started off specializing in only books, taking the strategic decision to expand to other products in 2000.

Even though Amazon has the money to make a large product assortment work effectively, customers are still not 100% satisfied. Users are becoming easily frustrated and impatient by having to trawl through so many products and it’s simply leaving them confused as to which product to buy.

Thanks to excellent user-experience, Amazon scored a 13% conversion rate when getting users to the checkout in 2019.

2. Care about the needs of your users

Source: Uncommon Goods

Caring about what your users want can be difficult without personally speaking to them. However, artificial intelligence can do this for you.

AI gets to know your users in numerous ways and can identify patterns in consumer data and behavior which makes it more effective than a human could ever be.

  • Subconsciously: AI can reach conclusions by simply tracking your users' clicks and analysis of data sets.
  • Consciously: Integrating Guided Selling solutions such as Product Guides and Gift Finders into your online shop allow your customers to directly interact on your website. Customers are asked a few questions and their answers are analyzed through AI so that they can be intelligently led to their most ideal product.

With the data collected from customers, you can track and optimize the success of your recommendation behavior through an analytics tool. Measurable trackers also help you to observe your customers' shopping habits, purchase history and wish-lists. This allows you to provide more personalized and targeted recommendations in the future.

Most analytics tools will give a comprised visitor overview, entailing: user ID, user journey, geographical location, clicks and duration spent on your site. Such valuable kind of data helps a business to gain better insight into what their customers want and gives them the know-how to target them better through numerous kinds of recommendations.

Source: excentos analytics - data based on one day period

3. Provide a top-quality customer service

Source: Hipmunk

Rising expectations mean customers want immediate interaction. There is no time to lose when thousands of competitors are out there ready to pounce on your customers.

With conversational agents and chatbots, you can provide your customers with a 24/7 customer service meaning they are never left waiting with unanswered questions.

Chatbots are made up of natural language processing and machine learning and can also help businesses to improve their interaction with customers by recommending products and providing them with advice.

4. Detailed Product Information

Source: Bombas

Since Amazon is made up of millions of sellers, there is naturally no continuity in how transparent and detailed product listings are.

Without detailed product information, users can easily make uninformed purchases which they will want to return. Product descriptions should be informative, providing the necessary specifics as well as the value proposition.

Customers want to know how your product is going to enrich their lives, rather than the technical details behind the making of it. The more benefits you provide the customer with, the more they are likely to fantasize about having your product in their hand and add it to their shopping cart.

Source: Method Body

Naturally, products of technical complexity. e.g. a TV, require more specific details such as measurements but always keep in mind that everything on your website should look as appealing as possible, since it is one of your biggest marketing tools.

Being open with your customers about exact product details will foster long-term customer loyalty and reduce your return rates meaning one up for you over Amazon!

5. Invest in good product presentation

Source: Woodsman Beard Company

Images are everything, especially as the world of consumerism becomes more superficial. The more visualization a customer has, the better and the more likely they are to purchase.

Your online shop should tell your brand's story. Within seconds of a user entering your shop, they should immediately have a feel for what your company is trying to do.

Product videos make a story easier to tell and are enticing for users which can assist them in making informed buying decisions.

Source: Woodsman Beard Company

6. Provide personalized recommendations

Source: The Perfume Shop

Let’s be honest, we would all love to have a full-time personal shopper who would advise us and pick out the products best suited to our needs and desires.

But how can you replicate or compete with the service provided in traditional brick and mortar stores?

With Guided Selling solutions such as Product Guides and Gift Finders, you certainly can!

Guided Selling solutions talk the customer through the online shopping experience, making it more personalized. They give users more control to dictate what they want and don't want in a product, just like they would in-store. What they like and don't like, what are their interests, personality traits, favorite colors etc.

For more help modernizing your online shop, get in touch!

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