Before detailing how to optimize a product page of an e-commerce site<\/strong>, let’s first briefly list the most important elements that should usually appear:<\/p>\n <\/p>\n Find out also which return and refund policy<\/a> to choose for your e-commerce<\/em><\/p><\/blockquote>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Discover also our article: why and how to take care of your Google reviews?<\/a><\/em><\/p><\/blockquote>\n <\/p>\n <\/p>\n Also find out how to create a CTA that converts<\/a><\/em><\/p><\/blockquote>\n <\/p>\n Let’s now take a closer look at other methods you can use to better optimize your product pages<\/strong> by making them more interactive and attractive.<\/p>\n <\/p>\n <\/p>\n Instead of just displaying an image of your product, with price and other basic information, consider putting them in a context alongside other similar items.<\/p>\n For example, use an interactive product catalog with clickable areas to inspire customers on how they can use a product and related products.<\/p>\n Examples:<\/strong><\/p>\n On the product page of the Lionel Trains website, a company that sells model trains, the various toys are set in a model railway, with a town, rails and locomotives.<\/p>\n It is possible to click independently on these different elements to access the corresponding products. It’s a great way to spark a customer’s imagination and encourage them to consider the value behind each product.<\/p>\n <\/p>\n <\/p>\n The toy company Lego also does this very well on its website dedicated to its “City” toy range. Each product page contains a carousel of images where the products are contextualized in a fantasy landscape, suggesting to the user how they can interact with the different elements.<\/p>\n <\/p>\n <\/p>\n Lego adds an extra level of interactivity by offering visitors a series of online games related to the products.<\/p>\n By clicking on one of the sets, the visitor has the possibility to play a quest game consisting in finding the different figurines that make up this set.<\/p>\n <\/p>\n <\/p>\n This is one of the typical elements of a product page: the section containing similar products, which other customers have viewed and\/or purchased.<\/p>\n That’s a good point. But it is also possible to recommend products in a more interactive way, thanks to the creation of “lookbooks”.<\/p>\n Most buyers already appreciate seeing what a product looks like in context or how a garment looks when worn. Giving them even more options in terms of taste or style will increase the chances of conversion.<\/p>\n Examples:<\/strong><\/p>\n Zara contextualizes its items by offering, at the bottom of its product pages, other items that can “complete” the look of the photo. For the vinyl pants below, the ready-to-wear brand offers a turtleneck sweater, leather boots and a handbag.<\/p>\n <\/p>\n <\/p>\n Even if the suggested products are not necessarily part of the outfit worn by the model in the photos, Zara manages to cleverly include related products on its product pages.<\/p>\n Maje proceeds in much the same way, suggesting “associated pieces” to the visitor:<\/p>\n <\/p>\n <\/p>\n Ikea uses a similar process in its furniture catalogue. The brand presents room styles (living room, dining room, bedroom…) in a gallery of images. Below each photo, the visitor has access to the list of each item presented and can click on it to go to the product page.<\/p>\n <\/p>\n <\/p>\n Once on the product sheet, the visitor is also offered “complementary products”, which are supposed to match the item consulted.<\/p>\n <\/p>\n <\/p>\n The ultimate in interactivity for a product page, and a great way to optimize the customer experience, is to let a customer design the item of his or her dreams by customizing it to exactly the product they want.<\/p>\n Examples:<\/strong><\/p>\n On its e-commerce site Nike allows its users to design their sneakers from A to Z. Step by step, the user lives an immersive experience by customizing the model, the color, the logo and other details such as the soles and laces.<\/p>\n <\/p>\n <\/p>\n Vans offers a similar customization service to its customers. When customizing a pair of Vans “Authentic”, the user can choose from 23 different materials, 32 colours and 27 designs – and even upload their own image!<\/p>\n By changing the different combinations, the image of the shoe changes on the screen to reflect the customer’s selections, so they know exactly what the finished product will look like.<\/p>\n <\/p>\n <\/p>\n In another register, that of the automobile, Volkswagen adopts an interactive approach to marketing its products.<\/p>\n Instead of listing all the possible functionalities in a car, the car manufacturer follows the user throughout the design process of his vehicle.<\/p>\n Engine, colour, wheels, interior…: as it goes along, Volkswagen highlights the different features that can be chosen, then gives an overview of what the car will look like and how the customer’s choices will affect the final price.<\/p>\n <\/p>\n\n
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How to optimize the product pages of an e-commerce site?<\/h2>\n
1 – Setting up the products<\/h3>\n
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<\/a><\/p>\n2 – Interactive product display<\/h3>\n
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<\/a><\/p>\n3 – Product customization<\/h3>\n
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