Elevating Ecommerce: The Power of Customer Experience on Product Pages
Buying online with a credit card (https://unsplash.com/photos/person-using-laptop-computer-holding-card-Q59HmzK38eQ)
In ecommerce where every click counts, one factor stands out in terms of impact and the ecommerce team's ability to influence: the customer experience of your product pages. The product page serves as the digital storefront, contributing the vast majority of add-to baskets, making it a pivotal point of interaction between the customer and the brand. The product page must create sufficient confidence and motivation to purchase. The checklist to get right is huge and constantly evolving...images must be appealing, videos engaging, descriptions informative, product specs accurate, reviews comforting etc..
The Impactful Numbers
Below are the main KPI's that your CX directly impacts, underscoring the importance of prioritising enhancements to new and existing product pages:
Conversion Rates: Studies have shown that optimising product pages for a seamless user experience can significantly boost conversion rates. According to recent research, a staggering 88% of online shoppers are less likely to return to a site after a bad experience, highlighting the direct correlation between user experience and conversion rates.
Bounce Rates: High bounce rates plague many ecommerce websites, often indicating that visitors are not finding what they're looking for or are discouraged by a poor user experience. Research indicates that the average bounce rate for ecommerce sites ranges from 20% to 45%. However, by enhancing the customer experience on product pages, businesses can effectively reduce bounce rates and keep visitors engaged for longer periods.
Dwell Time: Originating in the late 2000s and gaining traction in the 2010s as search engines refined their algorithms to focus on user experience and relevance. It is a measure of how long users spend on a page before returning to the SERP (search engine result page). It is a key metric for SEO because search engines use the metric (along with other signals such as bounce rate) to assess web page quality, which in turn influences organic rankings.
Real Results Speak Volumes
At Ocula, we've had the privilege of witnessing first-hand the impact of enhancing customer experience on product pages at major clients such as AO, Boots and Blain's Farm & Fleet. Through targeted enhancements to visual and copy elements they have experienced remarkable results:
15% Increase in Conversion Rates: By refining the user experience and providing customers with the information and visual content they need to make informed purchasing decisions our clients have seen a significant uptick in conversion rates. This increase directly translates to improved revenue and business growth.
35% Reduction in Bounce Rates: By addressing pain points and optimising product pages to align with customer expectations, our clients have successfully lowered bounce rates, thereby retaining more visitors and maximising opportunities for conversion.
20% Increase in Dwell Time: Through the implementation of captivating visual content and compelling product descriptions, our clients have extended dwell time on their product pages, fostering deeper engagement, and nurturing stronger connections with their audience.
The Path Forward: Prioritizing Customer Experience
As ecommerce continues to evolve and competition intensifies, businesses must recognise the pivotal role that customer experience plays in driving success. With ever increasing numbers of product pages and multiple potential enhancements, the key role of every ecommerce team is to identify the priority changes that need to be made and to get them live as efficiently as possible.