Ecommerce Product Page Design Strategy — Proven Methods

In my last post, I explained how to redesign product pages based on the principles of UI and UX design. In this article, I would like to go deeper to introduce the strategy that is widely used by the product sellers and why some ideas survive and others die.

In my past working experience, there are around 3 years, I would weekly surf online to find out and identify the products right now targeting the niche market and with the potential to become the next best-seller in the Asian market. These experiences allowed me to have more opportunities to view various product pages and identify the differences with each other and moreover, to consider why some introduction is so persuasive and unforgettable while others will fade over after a few seconds closing the window. In my article today, I would explain what the strategy these sellers used to set them to stand out of the crown.

First impression

According to Nielsen Norman Group, the first reaction to a site’s design influences how users perceive relevance, credibility, and even usability. Especially in the high pace of internet usage today, a product page may only have a few seconds to grab a user’s attention and within this short time, the first impression has been built up. Therefore, the product page should clearly state who you are and make sure your design style meets your product’s tone and target users.

Cognition

The FAB rules in describing the product can be considered as the customer to build the cognition of the product.

FAB Rule — Feature, Advantage, Benefit

After a few seconds visiting your page, the customers would like to know more about your product, that is a good beginning and still far away from closing the deal. The next thing you need to know is how to efficiently introduce your product. Here is a proven rule called FAB, which is the capital letter of feature, advantage, and benefits.

Photo credits: training industry

Feature — is what a product is or does, by providing the product description, and product photos, the customers have a general understanding of your product. Here are two tips:

1. Use the customers’ language while introducing the product which not only shows the professionalism but also the empathy in knowing the users;

2. The quality of product photos, use the high-resolution of photos to show the detail. In my last post, I have explained the importance and tricks in choosing the photos and feel free to refer to if needed.

Photo credits: Think with Google

Advantage — “refers to the comparative advantage, either compared with the past or compared with competitive products.” — Beyond Summit. The advantage is what can distinguish your product from the others and become your selling points. For example, if you want to sell a thermos, the advantage could be it is portable and the materials or technology is used to keep liquids hot for 24 hours, and cold for 24 hours.

Benefit — When I worked as a mobile specialist in Apple online store, I received many calls from our customers to consult the product. The most important for them usually is not the features, but what the benefits along with the product after they own it.

Trust

The further step is to create trust with the customer. The trust could come from many aspects, the selling number to prove many customers have purchased, after-sale that the seller promises to provide, the product reviews from the pre-buyers, all of these could affect the customer’s purchase decision. When the customer starts to consider the place the order, the experienced seller would not just wait and cross his fingers to wish it would automatically complete. They would do one more thing extra, here are the tricks:

Closing the deal

Countdown — the secret behind the countdown is the fear of the scarcity. I recommend reading Kaleigh Moore’s post of the scarcity marketing tactics as it fully explains how to apply the scarcity in sales and what needs to pay attention to when harnessing that.

Photo credits: sumo.com

Social proof — By proofing you that others are viewing the same product and purchase to persuade the customer that the decision is safe and this offer will be gone soon.

Photo credits: sumo.com

Discount and so on…

There are other proven techniques that could be referred to in closing a deal and it does not mean the more you applied the better conversion will be, as you should try to overwhelm your customer and only want to sell them the product.

Recap

To design the product page, I do believe the designer will benefit from understanding the selling and marketing strategy behind.

1. By applying the FAB rules to introduce the feature, advantage, and benefits of the products to assist the customer build up product cognition.
2. Show the reviews from other buyers and what the promise along with the product to create trust with the customer.
3. In order to close the deal, considering introducing the scarcity in closing. The persuasive model of selling is completed.

Thank you for reading!