Standard errors in the product card
A product card is a conversion page of an online store. It serves to drive targeted traffic to the site, ensure instant sales, satisfy pent-up demand and increase the average check. A low indicator of achieving goals in the analysis of conversion may indicate an incorrect implementation of the product card, leading to a decrease in its commercial effectiveness. What mistakes do optimizers make?
Errors in the structure of the content - "gap" of the functional block of the price and the purchase button. It is recommended to arrange information following a certain logic. The most important elements should be placed within the first screen.
Mistakes in the name - a lot of non-unique anchors and headings due to the content in the name of only qualifiers (for example, "leather wallet" or "women's T-shirt"). The title must contain identification elements (brand, model, article, size, color, etc. ) so that the user can easily select the desired product, and the page is well promoted in search engines. In addition, it is not recommended to use abbreviations in the product name.
Errors in the description - the lack of useful information or the complete absence of a description. In addition to the photo of the product, the card must contain an informative description containing the composition, packaging, type of packaging, intended for a certain age (for children's products), expiration date. But it should not be oversaturated with keywords, remember that texts are created primarily for people, and not just for search robots. On the same page, you can attach a size chart, a video review and a file with instructions for use. For technically complex goods, it is desirable to use the description of the manufacturer.
Errors in the price - the discount is not accentuated, the price is indicated "on request". The price must be indicated in the card with an exact figure. The wording “from” or “specify” can scare away the visitor, and he will leave to look for products on other resources. Also, the price should not be lost in the content, it should be highlighted with color, large print or other design elements.
Another common mistake is not indicating to the buyer the benefit in the form of a discount. The most common technique is to cross out the old price and highlight the new one in color. You can also specify the buyer's savings amount.
Errors in photographs - poor quality of the picture, only one angle is shown. Poor quality images reduce sales. Pictures must be of good resolution. Since in an online store the buyer can only evaluate the product visually, it is desirable to present it from several angles.
Errors in functional elements - lack of useful services that increase conversion, non-obvious "buy" button. Sometimes the user can't make a purchase because the "buy" button is hyperlinked, hidden at the bottom of the content, or not clearly labeled "reserve" or "go ahead".
Sometimes two buttons are placed in the product card. One of them is “buy”, the second is “buy in one click”. When the second button is pressed, the operator contacts the buyer, and the order is placed by phone. But the presence of two buttons can confuse the consumer, so instead of the second it is better to use a callback service.
Useful functionality that not all commercial sites use can affect the conversion in a positive way. These are such services as “Notify when products arrive”, “Price tracking”, “Add to favorites”, “Comparison of goods”. Using these services will help to return the client to the site, even if he did not make a purchase for the first time.
Errors in additional information - lack of data on the availability of goods, guarantees, payment and delivery. These data allow you to evaluate the reliability of the seller and his diligence. Such information will take no more than two lines in the card, but it will encourage the client to make a purchase. Many buyers prefer to pay for products with bank cards or electronic money. Information about the possibility to make payment by these methods should also be present in the card in the form of icons of payment systems. Also, the presence of information about guarantees and returns of products is required. It can be text or graphic.
Errors in the recommendations - the lack of cross-sell and up-sell mechanisms. Mechanisms of cross or additional sales help to unleash the potential of online stores. To do this, you need to display a group of products in the card, which for sure may be of interest to the buyer. These may be similar or related products. With the help of a recommendation service, you can significantly increase the amount of the average check.
Errors in reviews - it is not possible to write a comment or review on the product. Writing reviews is one of the ways to uniqueize content in a product card. In addition, feedback from real consumers helps to identify the advantages and disadvantages of products, and this is important not only for buyers, but also for business owners. The feedback block can be used in various ways, for example, through social media widgets.
Mistakes in SEO indicators - lack of micro-markup and buttons for sharing social networks, not using CNC, lack of Title and Description optimization. The absence of these tools negatively affects the attraction of search and social traffic to the page. Low internal optimization makes it difficult for a page to reach the top for keywords. Such a site can hardly compete successfully with other similar resources.
Thus, you can try to create an ideal product card template, taking into account the specifics of the trading platform. It is also recommended to regularly audit product pages and compare them with niche top competitors. If necessary, you need to optimize certain positions in order to ensure sales growth.