[Guest post by Keval Padia]
In the previous article on the reasons for high bounce rate on product pages, we have seen the contributing factors in details. Whatever are the causes of bounce rates in most ecommerce websites, the product pages see most people abandoning the site and going elsewhere. While bounce rate will always be there with proactive steps you can mitigate them to a minimum. What are the steps? Well, we are here to explain them. But before that let us understand what make most people visit and leave a site just within less than a minute.
Here are few reasons that explain leaving an ecommerce page:
- The users do not have an easy and comfortable browsing experience.
- Your site is just being considered as a place to compare prices instead of buying.
- You lack product details.
- The checkout process is difficult and time-consuming.
Each of the above-mentioned points is told from the user’s perspective and that can further be explained in details. When the users do not feel comfortable with a site, there can be several UX flaws that we will discuss in the course of this article. For users who land on an ecommerce site for price comparison, the issue is about optimizing the brand image of the ecommerce site. The lack of product details is a vital flaw in relation to product page design and maintaining easy to access, visually optimized product display. As for the last factor related to the checkout process, we will discuss in a separate article.
In mitigating the bounce rate for ecommerce site we will concentrate only on product pages here. Here are the proactive steps to reduce bounce rate and enhance click through rate in your product pages.
1. Product gallery should always be on left, not on right
As per the science derived from the study of our eye movement, our vision on any interface primarily begins viewing things from the left (more exactly, it is upper left). So, to let your products grab instant attention place the gallery on the left.
Everything necessary and important should always be visible above the fold
Our eyes mostly set on the top first. Most visitors do not care to scroll down to find what they are looking for. So, let everything necessary and important be easily accessible above the fold.
2. List products and details in the tabular format rather than in paragraphs
Today most visitors have terribly short attention span and so they are less likely to take the pain to find any detail by going through a dense text. So, offer your product details in the tabular format rather than through a dense paragraph of text.
3. Be careful about showing alternate products
Alternative products shown on product page should be very much relevant to what the customer is looking for and there should not be too many options to add to the confusion of the customer.
4. Offer several product pictures
Users these days like to grab the look and feel of the product with more vivid pictures than reading about them. So, provide them high quality product images taken from all possible angles with hovering zoom effect.
5. Show delivery charges in the product page
Be transparent from the very beginning and it really pays. Do not hide the delivery charges from the customers until they reach the payment page. Such a thing may ruin your reputation and once left the customer may avoid your site.
6. Let your product page be highly scannable
Browsing products should be a more visual experience with quickly scannable product images and key points to look at a glance.
7. Offer a standout experience rather than one they already had with your competitors
Your product page should not look similar to your competitors. Branding is crucial in ecommerce and that can only be achieved with a standalone experience.
8. Do not try to sell one product with another through a combo offer
Yes, it is a mistake committed by too many ecommerce sites. Do not try to push the same products with a combo offer in another page as it pulls down the value of your primary product page.
In a Snapshot
It is evident from the above steps that a product page must maintain a crisp, quickly accessible and visual layout with a focus on instant user engagement. In doing all these you always need to put yourself in the users perspective.