Fashion eCommerce: easy guide to create high converting product detail pages
Fashion eCommerce websites have always been used to set the tone for the digital fashion world because of their extensive knowledge of the latest trends and design functionalities. They know exactly how to place the product to attract the right attention. Even if it is the product which is in the center of attention in reference to design-price-quality, the consumer today needs more. This is why developers and marketers are focusing on improving UX and product pages to be more attractive to the customer. The fact is that customer experience is not a trendy concept anymore but an inevitable need which makes the consumer buy from you and not from your competitors.
Now is the right time to analyze the product pages, and see how they can be optimized to increase sales, CVRs and, above all, meet all customers’ growing expectations. A well designed and thought through product page makes customers’ shopping more efficient, making it more likely for them to be a reoccurring and loyal customer. It is often the product page people end up on, skipping the homepage, being directed by such search engines as Google, different comparison webpages or aggregators.
How should a Fashion eCommerce product page look like?
Start with comparing your competitors and improving what you think is best but don’t forget to look at improvements from your customer’s perspective. This is exactly the approach which let us come up with the following 6 tips to make your product page look ideal:
1. Products are important triggers on the product page, being displayed with large and dynamic images. Awakens willingness to buy!
Choose images with models who show the product from different angles and zooms in order to better visualise what you offer. Additionally, it is very important to give the right visualisation of how the product looks in real life motion, and “catwalk” style videos care a great representation of this.
Trends also determine types of images in online stores, which now more than ever, are shifting to the vivid side. That is why models are being displayed in a more relatable way, doing things such as smiling and playing with their postures to bring in a dynamic twist to a product. Super serious and boring images are left in the past.
Similary white backgrounds which have been removed and replaced by backgrounds with neutral and warm colors that give a more inviting feeling to the consumer.
2. A complete and creative product description to keep visitors from leaving your page to search for additional information.
Even though visual content play a very important role for just customers, product description must be as complete as possible to avoid losing customers to other webpages. From the beginning, information should be useful for customer and meet the following requirements: creative description of the product including the composition and care required for the product (hand-wash, washing machine, etc.). In addition, editor’s articles with fun facts about the clothes, especially if the items have been worn by celebrities or bloggers, it could be a great added value to your description. It would be beneficial to multi-brand stores to add a general brand description.
3. Size guide should also include a functionality of a virtual changing room. Don’t forget to share your logistics costs.
The number one reason for a customer to send back a product is because of size and fit issues. This is the basic step to keep the logistics costs and disengagement rate during the shopping process to a minimum. The reason behind this, is that in eCommerce stores customers question their shopping way more than when buying offline.
The most popular system, although not necessarily trustful, is the numeric size guide in which for each category a size is suggested according to measures of sections. However, eCommerce stores warn that, “the evolving fashion trends may change some of the clothes’ shapes, therefore it’s better to modify the standard sizes guides”. The problem only gets bigger when it comes to multi-brand eCommerces because each brand has its own size and criteria system.
The solution of virtual changing rooms will give customers the option to try on clothes virtually and will complement, and not replace, the size guide system. Not all users are willing to invest five minutes of their time in measuring their real size in order to create a digital replica of themselves that would let them see how the clothes fit, but some will do it.
4. Find Similar: simplifies the search process of similar products with a visual search technology in order to solve the problem when something is out of stock.
Imagine that finally you found your ideal product, you have tried it on virtually, checked description… only to find out that your size is out of stock.
If the customer is offered a quick and efficient solution, such as the possibility to automatically search for similar clothing, there is a higher possibility that some won’t be lost. The best alternative for such frustrations is to incorporate a visual search software like the one we have at Wide Eyes Technologies: within seconds you are able to see the available options of products similar in color and shape, without the need to browse the menus and category pages.
5. How to wear: displays the products that look the best together in order to help to eCommerce to complete the look automatically and increase the shopping basket.
After winning the battle with sizes and the possible problems of lack in stocks, we still have to solve the issue on how to wear, which is the biggest headache for the consumers but also for the eCommerce stores alike, since many of them haven’t been able to automatize this process. Because of that, as a result, the recommended items to complete the look are limited to a reduced selection of products which are placed in the Look Book. Technologies can help to automatize the process. But can a computer really imitate a personal stylist?
Deep learning system have let us provide the solution that eCommerces need to be able to automatize the how to wear process. We have developed a serious fashion-brain data center, which is able to understand nuances and trends of global fashion in order to suggest a complete outfit based on a single product, taken from the latest fashion trends.
6. Include the social buttons to make sharing easy.
The last but not the least, customers are the best sales teams and could be our best sales team if we give them the right tools. No wonder that these tools today are the “social buttons” for Facebook, Twitter, Instagram, Pinterest… Making them visible for customers close to the products, because if they like the product, no doubt they will share it ending in mutual benefit for the consumer and producer alike.
These are our 6 essentials of a high-converting a fashion eCommerce product detail page. Think like a customer and you will succeed!