The product card in any e-commerce is the place from which the user is only one step away from adding the product to the cart. The strategy of any store is that users do not go off the expected path. Everyone wants to get their user to buy as soon as possible, but often the potential of various subpages is still not used. In this article, we will reveal to you the secrets used in the product cards and the elements that are often overlooked. We focused on elements that will help increase sales in your store and convince users to buy.
Moving on to the specifics, below is a list of 10 things your store's product card should include to sell better, ranked from basic to more advanced.
Highlight product features that are most important to customers
The content of the description should not be too long, but should focus on the characteristics that are most important to customers. Detailed information can be included in the technical parameters tab or after expanding the description (e.g. “See more”, “Expand description”). Remember to make the language understandable to everyone. Keep in mind users who are buying a product of a certain type for the first time, do not know the industry vocabulary or simply quickly navigate the site, do not want to spend a lot of time thinking about the vocabulary used and only scan its content with their eyes.
Promotion price distinction
Make sure you present the price properly. If the product is included in the promotion, indicate its previous price and the percentage of the discount. In the area of the product name, you can add a “Promotion” label highlighted in an eye-catching color.
Access to information about shipping, payments, returns, guarantees
Provide users with the ability to check basic information, without having to go to separate tabs on the page. Even before buying, clear up users' doubts and inform them about the shipping methods and time, the available payments, the time to return the product or the guarantee, if it covers the product in question. This type of brief information should be placed on the product card, in the area of the add to cart button. They should be clickable so that users can expand more content (e.g. all delivery options together with shipping waiting time) in a modal window or on a dropdown.
Good quality photos, showing the product in use situation
Keep in mind the corresponding product photos, which, when approximated, will still be of good quality, will show the details of the product (e.g. close-up of the material) and will show the product in use situation, so that users can compare the scale of the product (e.g. dress length, tool size). It is worth considering the option of adding video material with the product in use.
Inform about the stock of the product
Always inform about the availability of the product, especially when it is low. Information such as “Last 5 pieces” will encourage users to make a purchase decision faster. In addition, they can indicate the popularity of the product, which will be a confirmation for users that this product is of good quality and worth making a purchase.
Suggest complementary or similar products
Showing already on the tab other variants or products that can complement the purchase will protect the user from going back to the list of products. Thanks to this solution, users will be able to go through different products much faster and easier or even add them to the cart directly from the product card. Remember that the proposed products are related to the one on which the user is located. Successful proposals definitely facilitate the exploration of the store and increase the satisfaction of potential customers.
Ability to subscribe to the waiting list
In the case of temporarily unavailable products, users should be given the opportunity to sign up for an email notification when the product will be available again. This will be a confirmation that the user really cares about the product in question and does not want to decide on similar products or replacements. Make sure that the product is available as quickly as possible, inform the user of the potential waiting time and be in contact with them when the product is already available for purchase. The declaration of the client about subscribing to the waiting list is a kind of confirmation of the high interest in the purchase. Take care not to lose it.
Frequently Asked Questions
If the product is extensive, the decision to buy it is usually longer and the product is not one of those bought on impulse or on a regular basis, it is worth adding a shortened version of the FAQ in the product card or giving users the opportunity to ask questions (Q&A). The questions in the FAQ section should address key issues that interest your customer and adequately anticipate their concerns. It is important to match the questions to the characteristics of the product (for example, “How to install the roller shutter?”). Thanks to this, the user will feel safe, will not have to look for information on other subpages and leave the product card or contact customer service. If you decide to allow users to ask questions, make sure you get a quick response.
Opinions and ratings of other customers
Before buying, customers very often check reviews about the store or about specific products. Give them access to reviews on your site so they don't have to look for them in other forums or portals. Remind them every step of the way how well your store is rated and, if you can, add a product rating option. Customer confidence will increase and positive reviews will contribute to larger purchases.
Possibility to make the product available
For users who rely on feedback before making a purchase decision, it will be important to be able to consult trusted people. Give them the ability to quickly share the link to the product through the most used instant messengers, such as Messenger, WhatsApp, Gmail, etc. A faster and easier ability to consult a purchase will contribute to the final decisions of potential customers. Often in this way, users keep products “for later” and the constant view of them in the conversation window will remind them of purchases in your store.
We hope that the above list will allow you to easily check the missing items on your product card and push your store to change. Remember that monitoring user behavior and optimizing the site according to their needs is the key to growing your business. So see what works for customers and use the potential of the product card to sell better. Good luck!
