The Evolution of Product Pages


November 2, 2021| by AmyDunning

Product pages are the revenue driver of the online store. Shopper rely on the product page to decide whether to purchase or not. If too little information is provided, shoppers are unable to make an informed purchasing decision and will walk away without a sale. The product page must include complete product information to educate and influence the shopper to purchase the product. A well-executed product page can dramatically transform the success of the product.

As a brand it is important to remember that online shoppers are unable to touch the product, or ask salesperson for more information, so alternatives to this must be provided as part of the online experience to mirror instore as much as possible. However, the time it takes for the shopper to find this information must be considered, in fact, all information should be available at the touch of a button. Shoppers do not want or have the time to invest researching products for hours, the product page must give them all the information they need as fast as possible.

Why is it important brands meet shopper experience needs?

Just a couple of years ago, the information needed online to fulfil the shoppers needs was simple; product image, product description, ingredients, and price. But as the FMCG landscape continues to evolve, and ecommerce continues to drive top line growth as shoppers adjust to living alongside COVID-19 with the UK grocery online channel experiencing a 44% sales growth year on year, the online store of the future may not be a “store” as we know it today, but rather evolve to become more of an experience. Shoppers are armed with the power of choice and have the tools to navigate and the refine the retail experience that best suits their needs. The expectations of shopping experiences are ever higher as a result and continuously being molded by emerging norms.

So, what should be included on product pages?

What evidence is there to show that these components make a difference?

NielsenIQ Retail Intelligence research shows that 81% of shoppers will continue to restructure their spending in 2021, with a massive 73% of shoppers from the Newly Constrained and Cautious Insulated shopper groups already actively changing the way they shop, consume, and spend. Digital product content is expected at every touch point of the shopper’s journey. In fact, 41% of shoppers would prefer additional content on product pages to support their purchasing decision (State of the Nation, NielsenIQ, 2021). Research conducted by NielsenIQ (State of the Nation, 2021), highlights that shoppers prefer to have enhanced product content available when purchasing online. While shoppers want access to constant information, it is important to remember that each shopper’s path to purchase is complex and unique. With the impact of the global pandemic and the rise in digital providing shoppers with more choice and buying power than ever before, both brands and retailers need to execute a world class shopping experience across all retail channels.

Retailers including Asda, Frisco, Sainsbury’s and Rossmann, are all part of those who have successfully adopted enhanced product pages, which are designed to help brands tell their unique story and provide shoppers with all the information required to make an informed purchase decision. Based on an eight-week period on Sainsburys.com, the interaction with product pages using five additional images plus video increased by +46.88%. The highest conversion rates of 40%, were also seen on product pages which utilised up to three additional images and video.

It is simple, with the technology available for brands to elevate the online shopping experience by exhibiting their products to the highest level, this will ultimately lead to increased shopper engagement, improved search engine optimisation and a shortened path to purchase.

Get started today by adding enhanced content to your Asda.com product pages.

 

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