Web Design 101: How to Create User-Centric Product Pages

Posted by on February 7, 2013 in Web Design [ 0 Comments ]

product page web designProduct pages have become more and more overwhelming.  Merchants have begun to worry heavily about search engines, forgetting that robots don’t have money to spend.  It’s users that are buying the product.

Nevertheless, merchants continue to cram loud, non-relevant, page copy, images, or other distasteful elements, ultimately pushing customers to their top competitors.  And if this is you, the great news is that it isn’t too late to make over your product page, and we’re here to share a little advice.

Related: Work with a web designer to create an awesome product page

Improve Page Speed

One factor that will kill any good user design (or redesign) is page speed. Studies show that after 3 seconds, your site will lose the buyers impulse. Using Google’s free PageSpeed tool, you can test your page load time and get key recommendations for increasing your user experience.

Being a person who references this valuable tool on a daily basis, a few of the common recommendations are to:

  • Leverage browser caching
  • Serve optimized images and
  • Reduce server requests.

Clear Call to Action

After your page has loaded, it’s important to scream “BUY ME.”  Visitors should know immediately which button they need to click to add to their cart cart, but take it easy.  Be sure to avoid:

  • Flashing text,
  • Loud colors
  • Any other design aesthetics that conflict with your brand

Related: 5 Ways to Improve Your Landing Pages in 2013

More often than not, this button has to compete with less important elements. You need to decide which call-to-action is most valuable to your business (mostly likely it’s the one that gets the monetary exchange), and make sure that it stands out more than anything else.

Organized Page Text

The biggest detractor from buying something online is the organization of page text.  I understand the SEO importance of on-page content, but often it gets in the way of the purpose.  Plus, it looks just plain intimidating.

Balance your text with the use of rich, yet optimized, imagery and jQuery tabs. These tabs allow you to generate a lot of valuable on-page content but organize it in a front-end user friendly way.  Overall, product page copy should be clean, relevant and organized.

Make It Sharable

If you’re lucky, you’ll gain fanatic users who spend countless hours engaging your site waiting to share your new or most popular products, features, and services with social circles. In reality, they’re giving you visibility on the most visited websites daily around the world.

Related: Improve Your Website with User Experience in Mind

Social sharing features, such as sharing buttons and comment walls, on your product pages help expose your online brand.

In summary, best practices dictate that users crave rich, emotion invoking imagery and call to action items that load quickly as to not lose the impulse of buying. Give them too much detail and you’ll intimidate them into thinking your products require rocket science, whereas too little or irrelevant detail will cause user dissonance.  Give your fanatic, brand loyal users the tools to share their experiences with your products on major social networks.

Bio: Chad Austin is an Account Manager for the Professional Services of Web Design and Development at Miva Merchant. Miva Merchant is an all-inclusive E-commerce solution. Follow Miva Merchant on Facebook and Twitter, too!

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