How can you use these online behavioural trends to improve your eCommerce product pages?
Jack Simpson at Econsultancy outlines three trends in consumer behaviour, based on a talk by Facebooks head of agency relations, Ed Couchman.
These three trends are as follows:
- The shift from desktop to mobile
- An increase in visual based communication
- The search for content on mobile
How can you take advantage of each of these trends on your eCommerce product pages?
1. The shift from desktop to mobile
More and more customers are now shopping on their mobile devices. And if they can’t view your product pages properly on their device, they’ll get annoyed and move on.
So have you optimised your mobile product pages yet for responsive web design?
It’s also a good idea to see if your product pages are mobile-optimised as far as Google is concerned. To do that, visit Googles Mobile Friendly Test page, type in a product page URL, and Google will give you a Yes or No answer:
Also, here are some mobile design tips by Pamela Hazelton at practical Ecommerce. These will help to improve mobile user experience, and conversions.
2. An increase in visual based communication
Customers are enjoying visual content more than they did before.
So what does this mean? It means you need to make it so that your product imagery is as outstanding as possible.
How do you do this? Here are some product imagery tips by Peep Laja:
- Make sure you have high quality photography
- Have a range of product images in clickable thumbnails
- Show your product at different angles
- Show your product in context
- Make your product images zoomable
- Try 360° rotating images
Another thing you can do is to enhance your branding in your product imagery, like Grovemade does with many of their product images.
Handmade products are a huge part of Grovemades branding strategy. So take a look at some of their product pages. You’ll see that they have images of their products actually being made. (Just scroll down a bit.)
3. The search for content on mobile
Customers aren’t going to just find your product pages by searching for your products. They’re also going to find you by searching for content related to your products.
What does this mean? It means that if you create web content for your eCommerce store that is informative or entertaining (or both), more customers will find you though Google and social media.
One problem: As content saturation gets more pronounced, it’s going to get harder and harder to stand out with your eCommerce web content.
But if you do manage to stand out, the rewards can be great and will last you for many years.
This comprehensive article by Heidi Cohen has tips on blogging which covers the following areas:
- How two get your content to stand out
- How to promote your blog content
- How to make your blog content sharable on social media
Mark Schaefer also discusses four ways to deal with content saturation:
- Focus on sub categories
- Try different types of content
- Try your hand at podcasting
- Focus on promoting your content as much as creating it
If you keep up with trends in online behaviour, it can only be good for your product pages. (And your eCommerce business as a whole.)
So, for 2016, try to make sure you have the following bases covered on your product pages:
- Optimise your product pages for mobile so your customers can view your pages and make purchases on all their devices.
- Make your product imagery as visually pleasing as you can.
- Create helpful or entertaining content related to the products you sell, to gain traffic from Google and social media.
Have you noticed any recent online trends that mean something for your product pages? Let me know in the comments below.