Product Page Trends in 2021

As long as ecommerce businesses have been around, a good user experience has been foundational to their success. But after a year of an international increase in the need and use for online shopping, the customer experience has never been more important.

There are many reasons for the increase in online shopping, including the rise in smart phone usage/mobile shopping, social commerce, transformative technology, online marketplaces, and shopping behavior trends from generation to generation (think Baby Boomers to Generation Z). And, of course, this last year’s skyrocket increase in eCommerce can be attributed to a pandemic that forced many out of stores and onto their phones to shop. According to new data from Digital Commerce 360, 36% of consumers shop online weekly since the rise of COVID-19, up from 28% pre-pandemic.

Retail eCommerce is expected to reach 22 percent of total retail sales in 2023. And with 1.7 billion active websites, what will help yours stand apart? An important factor in standing out is a seamless, user friendly product page experience on your site. But even with their importance, product pages don’t seem to get the attention they deserve across the board. In fact, Baymard Institute reports that 82% sites contain “mediocre” to “poor” product page implementations.

With such ample room for growth, a well performing product page can’t be ignored. Below you’ll find six areas of improvement for your product pages to increase customer experience and, thus, conversions. Let’s get started.

1. High Quality Videos & Photos

High Quality Video

Video is the most popular form of online content. Incorporating product videos on your pages makes products easier to digest, gives higher product detail, and establishes consumer trust. This includes product demos, how-to videos, and customer reviews. 

Another reason to invest in high quality video is because Google prioritizes video, which gives higher visibility to your brand. 

Videos representing your brand must be high quality for maximum impact. Successful video usage on product pages results in increases in traffic, time on page, click-throughs, and conversions. 

Trinity also recommends including closed captioning on any script for accessibility for all users. 

Native Union product video explaining their “night cable”.

High Quality Photos

Much like the importance of quality video, high quality photos are of equal importance. Baymard Institute finds 25% of eCommerce sites use photos that are insufficient for a user’s evaluation of a product. Poor quality interrupts the experience and leads to cart abandonment.

To avoid this pitfall, consider including high quality photos that contain multiple angles, 360 degree views, and/or have zoom capabilities. Some product types benefit from closer inspection than others, so tailoring your zoom functionality appropriately is important. Furthermore, when unique product photos are optimized correctly, they can appear in visual SERPs for Google, Bing, and other search engines.

High quality photo with zoom functionality

2. Augmented Reality

By 2022, more than 120,000 stores will be using augmented reality. In a study from Start Beyond, 53% of customers said they would be more likely to purchase from a brand who used virtual reality vs. ones who did not. Augmented reality is impactful because it raises levels of engagement and provides a better, more realistic look at a product.

Take a look at how Sephora lets customers try on hundreds of makeup products through virtual reality on their mobile app, allowing you to shop from the comfort of your home. Sephora says this about their makeup app:

Bringing virtual reality technology to the beauty industry, Sephora’s makeup app uses facial recognition to empower customers to try on products anywhere. The app scans your face, detects your eyes, lips, and cheeks for product placement, and lets you try on makeup virtually to see just what this eyeliner or that lipstick looks like on you. Undecided between a KVD Vegan Beauty liquid lipstick or Anastasia liquid lipstick? No problem—try them both, see how they look, and compare before you buy. Who doesn’t want a virtual lipstick tester to filter through colours, textures, and finishes?

Warby Parker embraces a similar approach on their mobile app in utilizing virtual reality to let users try on frames from the comfort of their homes before purchasing. Users have a better understanding of what frames they would like to order and offers confidence in purchase.
For more context, see how some other top stores already utilize augmented reality and how you might consider utilizing this technology in 2021.

Augmented reality in use from warbyparker.com

3. Anticipate & Address Customer Concerns

The ability to anticipate customer concerns breaks down purchase barriers, leading to more conversions. It’s a way to establish trust and confidence in not just your product, but in your brand at large. Two big ways to anticipate and address customer concerns are through a size chart and FAQ, reviews, and Q & A sections.

  • Size chart with customer feedback: 
    A size chart is important whenever sizing is in play. Do customers who have purchased your product think it’s true to size, or does it run larger than average? Providing exact sizing metrics (inches, feet, etc.) gives a consumer confidence in their purchase.
  • FAQ / Q&A / Reviews
    An area designated to answering questions about a product goes a long way in purchase consideration. In fact, 91 percent of shoppers consult customer reviews before buying. Without a review section, consumers are left guessing as to the quality of your product. Consider also allowing photo reviews from previous purchasers, as 77% of shoppers prefer authentic customer photos to professional images. These photo reviews can also provide social proof from social media users who tag your products from their media feeds.
Wayfair.com “reviews” section, including customer photos

4. Effective Cross Selling

Cross selling is a sales technique used to get a customer to spend more by purchasing a product that’s related to what’s being bought already (Shopify).

According to Hubspot, you’re 60-70% likely to sell to an existing customer, compared to the 5-20% likelihood of selling to a new prospect. Therefore, a strong cross selling presence is a significant factor for your product page conversion rates. In fact, Amazon attributes up to 35% of its revenue to cross-selling.

Consider adding or testing a cross-selling section on your site that makes sense to your site visitors. Make sure to be honest and provide value in this area, as it builds confidence in your products and brand.

Tuft & Needle cross selling bed accessories

5. Clear Shipping Cost

Baymard Institute shows unexpected shipping costs are the top reason for shopping cart abandonment (Shopify).  A product a visitor thought was reasonably priced is suddenly out of reach when unexpected shipping costs are presented, and they abandon their cart. Clear shipping costs are essential to your online business strategy. An up front, well thought out shipping presentation can increase conversions and creates a better customer experience. Consider revamping your shipping presentation if your cart abandonment rate is higher than you’d like.

Shipping cost clearly listed right next to product pricing at chewy.com

6. Bookmarks/Save for Later/Wishlists

A holding place for customers to visit your site again is advantageous to both parties. It improves a user’s overall site experience and establishes brand loyalty. Likewise, wishlists bring in customers who may never have visited your site before while they shop for a loved one.

Not only does your site stay top of mind for customers, it also can help you pinpoint some of your most popular inventory. Consider adding a holding area to your site experience to increase visitors and establish more brand loyalty.

Nike.com‘s use of a wishlist option for users to save their favorites.

Now What?

How is your site performing? Are your product pages as effective as they could be? Which of the above areas will you focus on in 2021?

Ensuring the best customer experience and marketing performance requires continuous optimization of your site. Trinity’s data-driven approach to testing will provide you peace of mind while elevating your customers’ experiences. 

If you’re just getting started or are looking for data-driven testing that will enhance your site, let us know! Schedule a free consultation with a member of our team. We’ll discuss how to build a personalized plan for your site.

45 Ways to Drive More Conversions

Gain new ideas and clear examples of how to drive more conversions on your eCommerce store or lead gen website in our new UX Planning Guide (PDF).