Ecommerce websites must transform their product detail pages to keep up with competition, the pandemic, and changes in shopping culture. To achieve this, online sellers must improve their product-page content using personalization, A/B testing, heatmaps, and other user experience tools.
Product detail pages have evolved from being action-focused to a full-funnel experience, grabbing the shopper’s attention, piquing interest, and fueling conversions. Retailers, whether omnichannel or pure ecommerce, and direct-to-consumer brands have realized that there is no one-size-fits-all for product-page content. Food items need nutritional info and perhaps recipes, while consumer electronics might require a product video or a 360-degree image.
The Digital Shelf Institute recommends that online sellers take a good, better, best approach to product pages, ensuring first that pages are functional, and then adding content to improve them.
Optimization and marketing tools are necessary to find the right content for product pages. Here are some areas that online sellers can explore:
Segmentation and Personalization: Your store’s product pages can differ depending on the shopper. Segmenting visitors facilitates personalized (or at least relevant) content for engaging experiences. Many vendors offer tools for segmentation and personalization across all price points. Demographics, behavioral patterns, customer lifecycle, technology, and interests can be considered when tailoring product-page content to visitors.
A/B Testing: A/B testing is an underutilized way to optimize product-page content. By comparing the performance of product-page elements such as images, words, colors, and layout, online sellers can identify the top converters. Combining A/B tests with personalization and segmentation can provide insights into what product-page content works best for specific shoppers.
Heatmaps: Heatmaps offer valuable insights into how visitors interact with product pages. By understanding that behavior, online sellers can make informed decisions such as removing an embedded video if visitors never watch it or increasing its prominence if viewed by most buyers.
In conclusion, optimizing product detail pages is critical to ecommerce success. By leveraging personalization, A/B testing, heatmaps, and other user experience tools, online sellers can improve the customer experience, increase conversions, and ultimately drive revenue growth.