A product page that conveys a purpose and benefit of a store item, and smoothly take a user through all the features and demos, and to the checkout page is considered an ideal user experience (UX) design. The web design UX focuses the removal of every possible hurdle that may stop a user from taking action and the addition of a feature that adds comfort to the user in reading, clicking, entering detail, or paying for the order.
Pursuing a UX design is not restricted to the layout or appearance of the product page, in fact, it is about enhancing the web design usability and understanding for the end users. Like, easing the users in scanning the content, viewing the images with a focus, comparing prices with product features, expediting the checkout process, and lots of more.
Optimizing the UX design for higher conversion is crucial as the developer, designer, or the merchant has to put himself in the shoes of a common user and examine the areas that have to be improved. Following are some of the UX design tips that may give you a checklist to expeditiously review product pages and adopt relevant strategies to enhance the ease and usability for a layman.
1. Set a Competitive Price and Justify It
Price of a product is a major driving force of a purchase decision. The internet users are browsing the internet and compare product prices along with features at different online stores. They roughly draft a cost versus benefit analysis of the product in your store. To facilitate them in knowing the best value for money, clarify the price you charge and justify it with the features you have in hand.
The price clarification means showing direct and indirect charges. For example, you display a white color T-shirt at $10, but secretly increase the price when a user selects a black color. Avoiding tricking people to select a product at a low price and quote a higher one when they convert or about to convert.
2. Add Quality Images with Zooming Features
The online stores have virtual shelves that can never provide a real-life experience to the users to examine a product from each and every corner. But, professional photography and zooming features have the power to provide a somewhat similar experience. Add high-quality product images from various angles, and allow the users to zoom in or out a specific part of the image as well.
Try experimenting different product zooming options. In addition to quick-view and zoom-in feature, a 360-degree view is also an emerging trend in enhancing the user experience. It demands to capture multiple product images and sorting them in a series so that a user can go through every detail of the store item.
3. Acquire and Display Customer reviews
Acquiring reviews from your happy customers is a tangible and long-term asset to your product pages. It is an effective strategy for gaining trust and credibility in the eyes of your potential buyers. The users are more likely to read what your existing customers have found about your products and services.
According to a survey published by MarketingLand, about 90% of the customers have agreed that the online reviews are highly influential in making a purchase decision. So, don’t miss on your losing your potential customers who only need to hear from a few fellow customers.
4. Publish Scannable Product Descriptions
Reading content on the screen is a completely different thing than reading text on a hard paper. In fact, the screen readers scan the content rather than reading it word by word. Unlike the novel and short stories, people are here to absorb the information of their interest and skip the rest of the text.
Compose the product content that is simple, clear, and crisp that caters to the exact needs of your targeted users. Incorporate story-telling in a way that keeps the users engaged rather than making them cross the tab and switch to another one.
A product page shall begin with a short summary and leads to highlight the core features. Let the readers know about the product at first instance. Make the introduction attractive to compel them to scroll down the page and review the features one by one.
5. Consider Simplifying the Checkout Process
Checkout is the conversion borderline. A successful checkout means an accomplished sale. The UX design needs to be improved in a way that smoothly takes the users all the way through the product description to the cart pages and the checkout page. A minor difficulty in filling the details or understanding an option may result in cart abandonment.
For smooth checkout experience, you can simplify the entire process with different strategies like allowing one-page checkout that removes the multiple steps of entering shipping, billing, and personal details all at once.
Additionally, you can modify the design with stick checkout that carries forward transaction details as the user goes through the multiple steps. The permission of guest user checkout is also a way forward to improve the user experience. Make the user registration voluntary and observe the difference in conversions.
6. Display Relevant and Bought Together Products
Do not limit your customers to view a single product on a landing page. A Majority of buyers are willing to select more relevant products from the same store. It helps them save the shipping charges and time in browsing multiple stores. By displaying relevant products or frequently bought together items, you can facilitate users in adding more products to cart and checkout for all of them at once.
With the help of widgets, plug-ins, and modules, you can automate the display of similar products in a small block right on the product page. It will surely help you to cross-sell and up-sell products that ultimately boost the revenues.
7. Show Product Availability or Stock Top-up duration
A user covers a long journey in reaching the ‘add to cart’ page but feels disappointed when finds that the required product is not available in stock. To save them from the hassle, display the stock availability in numbers and minimum items they can order. This will allow them to quickly add a required number of items to cart. Avoid cart abandonment right on the product page.
The addition of out-of-stock notification tool is also a way forward in informing the users about the expected inventory top-up period. With the help of such a tool, users can get email notifications about inventory top-ups so that they can return and buy the products that were out of stock on their last visit.
The above-discussed UX design tips may help you quickly restore a viable user experience that contributes towards higher conversions. But, this is not the end. UX design is an open concept that welcomes the addition of every feature and functionality that aims to reduce the user stress in buying a product or service. Be creative in coining new ways of improving UX in addition to the ones mentioned above, and take the lead in your niche.
Asad Ali is an experienced Digital marketing expert having more than 7 years of experience in eCommerce industry. He is currently working for GO-Gulf Dubai web design company. As leading executive for GO-Gulf, he has specialized in search engine optimization, user experience & conversion optimization. You can reach him on LinkedIn.
When selling a product, the first option that may spring to mind is to become a retailer for that item. However, you also have the potential to become a brand owner — the person or group that holds intellectual property rights.
In that case, there is more control over which outlets sell the brand, how available the product is in the global marketplace and other specifics. Below, we’ll go over several things you need to do during your quest to become a brand owner instead of just a retailer.
Have Ideas for Products That Aren’t Available Elsewhere
A major factor that causes a person or company to be a brand owner rather than filling the role of a retailer is the presence of ideas for things that aren’t currently available — or knowing how to make things that are better than what people can buy now.
Maybe you love the outdoors and have been thinking about creating a water bottle that makes purification easier when people are roughing it in the middle of nowhere. You might already run a business that stocks outdoor products. However, it probably feels like carrying a selection of inferior water bottles makes your customers miss out.
In the above scenario, becoming a brand owner lets you stock your products in your store. As a result, you can spread the word about them and give current customers easy access to the merchandise.
Protect Your Brand or Product
It’s crucial to go through strategies that protect your brand from dilution. It occurs when there are too many similar products in the marketplace, causing people to become confused about all of them and have difficulty with differentiation.
If your own name is also the brand, you can trademark it, as Oprah did. She’s one of the few people who’ve taken that step to set herself apart. After securing the trademark, it’s also necessary to keep an eye on the internet and make sure merchants aren’t using it without permission. Setting up Google alerts can help you stay more aware compared to manual monitoring alone.
If your product is unique or has characteristics other items don’t, you need to strongly consider filing for a patent. Otherwise, other brand owners could see your products and copy attributes about them.
To ensure your brand and products and properly and thoroughly protected, consult a lawyer who has experience assisting other people in your situation. That person can advise you on the best measures to take, plus tell you what to do if you notice companies or individuals infringing on your property.
Generate Curiosity About the Brand
As a brand owner, it’s necessary to adjust your business strategy and focus on stimulating interest within multiple groups. The more curiosity you cause, the higher the likelihood your efforts will lead to sales and fruitful business partners.
Retailers merely convince shoppers to buy products. As a brand owner, you not only have to do that but also network with distributors that extend the brand’s reach when necessary. Being successful in that task requires showing genuine excitement for your brand and describing why it’s worthy.
Build an Appealing Website
The internet is the first place many people will find out about your brand. Invest time and money into creating a strong web presence that reflects what you offer. Does your brand cater to busy businesspeople, or adventurous travel lovers? Regardless of specifics related to the target audience, make sure the website’s design, copy voice, images and content support the brand. Then, it’s easier to convey what makes your brand stand out and why people should care.
Set Up — and Oversee — Social Media Accounts
Having an informative and user-friendly website is a good start, but you also need to maintain active and interesting social media accounts. Take your time during the setup process and fill out all the relevant sections of a social media profile. Use the same approach to content as building your website and angle it to develop and strengthen your brand at every opportunity. Update social media regularly, too. Ongoing updates boost traffic and engagement.
Also, realize a social media page could quickly become the go-to internet destination for someone who wants to tarnish your brand or is unhappy for some reason and wants the world to know. That’s why it’s crucial to develop and uphold a plan for moderating social media pages.
If you can afford it, hire a moderation team or person to supervise social media and intervene when required. Also, decide what constitutes intolerable behavior. If people continue to break the rules after being made aware of what’s acceptable, ban them and keep track of their IP addresses.
Also, never ignore customers who are truly disgruntled about something brand-related. Instead of keeping up with a publicly viewable content string, you may find it’s more comfortable and private to ask an upset person to send you a private message or call a dedicated phone number to explain their concerns further.
Come up With a Licensing Plan
Licensing is the best way to realize the full value of brand equity because it provides new avenues for promoting, manufacturing and distributing your brand in new markets. It’s essential to prioritize obtaining license agreements as a brand owner to achieve staying power in a crowded marketplace.
There are various ways to do that. Visiting trade shows is a great initial step. They connect brand owners with companies interested in growing the collection of merchandise they offer.
Furthermore, don’t ignore cold calls and social media outreach techniques from potential licensees. Consider that some of the companies most suited to signing licensing agreements may be from other countries, meaning you’d not necessarily encounter representatives at domestic trade shows.
Also, don’t get too eager and sign agreements with any company that gets in contact. Licensees are representatives of your brand, and if they don’t stick to minimum standards when associating with it, all the hard work you’ve done as a brand owner could quickly become nearly useless.
When evaluating whether to accept a potential licensee, ask about the direction they want to take the brand. If it doesn’t align with at least most of your goals or seems in direct opposition, think carefully before finalizing a contract.
Understand What to Expect
Many aspiring brand owners fixate on all the positive aspects of the outcome. Indeed, the advantages are compelling, and the ownership and responsibility involved are quite motivating.
Having a realistic perspective is crucial. Taking steps to become a brand owner is typically more difficult and less straightforward than being a retailer. Because of those realities, you cannot anticipate quick results.
However, it’s not hard to understand why brand ownership provides such a substantial payoff to the people who do it right. Many brands become timeless segments of the pop culture landscape. Consider names like Coca-Cola, Apple and Mercedes-Benz.
As an owner of your brand, you enjoy an unprecedented amount of control over how it appears in the marketplace. Brand ownership also gives more freedom to shape what people think of the brand and perform reputation management as needed.
After reading these steps, it shouldn’t be hard to realize why many entrepreneurs see brand ownership as such as appealing concept. If you can relate, don’t get intimidated by the length and complexity of the process. Instead, persevere and recall that owning a brand could result in long-term profits and recognition within an ever-crowded consumer landscape.