Online stores are fast replacing their brick-and-mortar counterparts, having enjoyed a 13% increase in sales from last year, while retail stores grew only 3%. The business of ecommerce can be difficult to navigate, for both well-established businesses and the rookies. Our presentation presents a few tips on what elements should go into a good product page. These elements have been proven to be successful for Nordstrom and many other businesses. But it takes the willingness to put in the time and effort if you want to see results.

1. ELEMENTS OF A PRODUCT PAGE
By IBCNet

2. THE PRODUCT PAGE
 Is the landing page for specific items
 Should be well-designed to create trust and
legitimacy
 Should be the same across the site for
consistency.
 Is the strongest point of an ecommerce site
 Can increase conversion rates

3.  We’ll be looking at a product page on
Nordstrom.com
 Nordstrom’s online store is a great model of
a well-designed page that holds up the
reputation of its store.
 We will list some of the features that make
this page ecommerce-ready.

4. THE PRODUCT NAME
 Should be concise while still conveying the
necessary information
 Should be descriptive enough to be unique

5. PRICE
 List your price clearly and unambiguously.
 If you have a sale, display how much of a
discount it is.

6.  List the price just under the name and in
smaller font.
 Don’t make the price unreadable. It gives you
a bad reputation.
 Don’t list the price way down at the bottom of
the page. The more work the customer has
to do, the likelier he or she will look
elsewhere.

7. BUY BUTTON
 You can’t open a lock without a key and you
can’t purchase something online without a
buy button.
 Buy buttons should have a color that
matches or compliments the color scheme of
your site.
 Buy buttons should not be overly large and
annoy your potential customer.

8.  In addition, if an item is out of stock, display
that prominently underneath the buy button
or just gray the button out.
 “Add to Wishlish” buttons are ok if a
customer is unsure or the item is out of
stock.

9. IMAGES
 Essential to a product page.
 Most customers will not make a commitment
without an image. You wouldn’t walk into a
clothing store that had all its merchandise
hidden behind white boxes, would you?
 The image should be of the actual product
and not a close imitation.

10.  The images should be a good size with
zooming
 Zoom allows the customer to inspect the item
for material type, quality, stitching, etc.

11. PRODUCT OPTIONS
 Include size and color
 Removed the need for multiple versions of
the same basic product
 Provide multiple images, for example, for
items with multiple colors

12. SHIPPING & DELIVERY
 Honesty is always the best policy
 Look into shipping calculators. The customer
will appreciate it.
 If you provide free shipping and/or free
delivery, say so!

13. SOCIAL MEDIA BUTTONS
 Facebook and Twitter are the best source of
free advertisements
 Social media buttons allow customers to talk
about you to all their friends and family

14.  Get your customers talking about your
products.
 Large amount of traffic has been generated
through this word-of-mouth advertising
 If your site looks good, people will want to
talk about it.

15. CONSUMER CONFIDENCE
 Online stores lack human interaction and
implicit trust
 Online stores need to do more to look
trustworthy
 Any outdated details, like Flash or a hit
counter, can jeopardize your reputation and
your sales.

16.  Good customer service is the key to building
consumer confidence
 A Live Chat option is an excellent resource to
offer your customers.

17. IN SHORT
 Good product pages inform and engage the
customer without overwhelming them
 Online stores need marks of
legitimacy, including updated copyright and
security certification
 Customer service and an attractive design
are the most important aspects

18. ABOUT US
 IBCNet is a Los Angeles-based web design
company in business since 1994.
 For more information, contact us at
 310-857-7873
 sales@ibcnet.com
 www.ibcnet.com