The product page is crucial yet complex, especially on mobile due to smaller screens. Over 20 performance criteria are assessed for optimization of the product page, with three key areas highlighted by users:
- Adopt a Clear Presentation
- Optimize Product Images
- Adapt Customer Reviews for Mobile
Ensure a Visible Call to Action
On mobile, it is essential to properly structure the product page to facilitate user understanding. Position key information (product name, price, customer rating) at the top to minimize scrolling. Additionally, encourage user action with a highly visible call to action (CTA).
The add-to-cart CTA is critical on mobile. If it’s not prominent, it can hinder the user’s purchase journey. Important factors include:
- Size: Ensure it spans the full mobile screen width with sufficient height.
- Color: Make it stand out from other elements.
- Placement: Position it near the header for quick visibility, reducing the need for excessive scrolling.
Make Images Central to the User Experience
First, ensure the image size allows users to have a clear and pleasant initial view of the product. Offering multiple photos of a product is also crucial for purchasing decisions.
Properly adapting images for mobile websites is a basic rule that is not always followed among the top 100 e-commerce sites. Only 37% of them use well-adapted mobile images. Ensure that the image fills the smartphone screen width so that details are visible at first glance. Whenever possible, offer multiple views of the same product to help users visualize it easily. Be careful not to compromise image quality when adjusting for mobile dimensions. Providing the ability to zoom in on the product image is a significant advantage. If zoom isn’t possible, users will appreciate having an enlarged version of the image.
Highlight Customer Reviews on Mobile
Reading customer reviews can be a crucial factor in purchase decisions. According to a 2015 Ifop survey, 88% of internet users check reviews before buying online. On mobile, it’s necessary to adapt the presentation and format of reviews for easy accessibility from the product page.
Customer reviews are decisive for many users, especially in sectors like electronics, DIY, and home decor. It’s advisable to properly adapt them for mobile. Among the top 100 e-commerce sites, 44% offer customer reviews on mobile. Important elements include the overall rating, the number of reviews, and visibility. Ideally, place the rating prominently near the product image and make it clickable to access detailed reviews.