The conversion power behind single-product e-commerce pages | Strafe Creative

The conversion power behind single-product e-commerce pages

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In this screenshot you can see a breakdown of the layers of a Simba Mattress

Single-product commerce is the new e-commerce trend that has great conversion rates and bespoke web pages that bring your product to life. We’ve reviewed exactly what makes these single-product pages so brilliant, from detailed descriptions to digestible social proof. So, the power is in your hands, improve your single-product e-commerce pages with these 7 key elements.

Whilst we’ve all been very familiar with buying clothes and books online for a long long time, the pandemic really forced us to take our online shopping to the next level; from designing your car online to virtual house tours. It’s likely until now you’d never dreamed about viewing houses online or buying high-ticket items, such as a car, without seeing them in person first. 

The evolution of e-commerce

Buying behaviours have evolved and companies are making the most of it with detailed information, virtual experiences and heavy investment into paid social and influencer marketing. Take our client Adventure Base, high-ticket adventure holidays used to need a long, in-person sales process, now they can do it all online 

The e-commerce experience is even more transactional than before. So if you want your business to reap the rewards of this upward trend, then you’ll need to have a high-converting website. One way to do this is by designing a bespoke, single-product page and we’re going to explore exactly how this can lead to great conversion rates. 

 

New kid on the block – single product commerce

When you look at the product pages on most e-commerce sites, you’ll notice that they probably look pretty much the same as any other product page you’ve ever browsed. 

However, given that a product page can often make or break an online sale, investing in a unique experience on this page can really make a difference. To support this, a trend in new business that has been growing in popularity is single-product commerce. Businesses start off by selling just one product really well during their initial years. 

To help make this a success, you must invest heavily in a single-product page by handling all customer objections, sharing social proof and embodying the brand entirely throughout. 

If these single-product pages are done well, with a lot of detail and a bespoke design, then, these high value, single-product pages can lead to a high conversion rate.

Another approach, typically used by organisations that already have a number of products available, is to identify some ‘hero products’ that truly represent the brand. To maximise the same conversion opportunities, you can build detailed, bespoke product pages to promote these ‘hero products’ above others. 

Whilst, in theory, this strategy is very clever and does have some great results to back it up, it is still a risky business. If a user is driven to the page through a paid social campaign, you’re then hoping they see enough on this single-product page to commit to purchasing straight away. In an alternative marketing campaign, you might want to increase email sign-ups to engage customers via email marketing, but in this instance, you’re aiming to get conversions, straight away. 

 

The method behind the madness design 

Every part of our UX design process is done with intention and is backed up with research. At Strafe Creative we regularly use and reference the Baymard Institute’s plethora of research and insights that helped us make informed decisions about the user experiences we design for clients. 

Research from the Baymard Institute tells us that the product page typically is the centrepiece of the user’s e-commerce experience. Users usually make up their minds about a purchase on that page! However, the product page layout and features are often used for every single product on the site and that means they are under a lot of strain to perform. 

By selling just a single product or choosing ‘hero products’ you can eliminate that strain and make the most of bespoke product pages that are designed to sell that one item, and that one item only. So, what should those pages look like… 

 

Which key elements should a single-product commerce page include? 

We’ve identified seven key elements a strong product page should include. Both in terms of design and content.  Your product page needs to:

 

  • Showcase what the result is in a simple way – remember that age-old sales story about selling the solution rather than the product? ‘Don’t sell the drill, sell the hole’. Well, it’s true, on these pages rather than the product, the end result is the key focus of the messaging. Explain why it’s different, why a user should want your product over a competitor’s.

 

  • Explain the key benefits – use these to back up point one. Ensure it is digestible through the use of icons, numbers or bullet points.
A screenshot showing the benefits and example imagery of a razor for men

Balls.co – in this example for a men’s electric razor, they’ve listed out the benefits clearly.

 

  • Grab consumer attention to add to cart – consumers often make split-second purchasing decisions, so if they can’t find the CTA then you could lose them then that exact moment.   Ensure the CTA button stands out, use colour theory and make sure the hierarchy of the page considers that the most obvious element should be the CTA, e.g. BUY NOW or ADD TO CART.

 

Here you can see a mens razor price options and a clear blue 'add to cart' button

Balls.co – here you can see there are multiple payment options and a clear, blue CTA.

 

  • Fully explain the product – this section should show the product in a few different ways, to cater for different users who prefer video/images/text. For example, include a written description, bullet points with icons, gifs or images and videos. 

 

In this screenshot you can see a breakdown of the layers of a Simba Mattress

Simba Mattresses – this site offers an interactive exploration of the mattress. In the past, we’d go to a shop, lie on a bunch of beds and then make a decision in-store. On the Simba site, you can explore a range of mattresses, in detail without ever having to leave your house.

 

  • Explain the company – if users are going to be direct straight to this product page from a campaign or promotion then they’re not going to even experience your homepage. We don’t want to lose the user if they have to click around to find your ‘about ‘ page, keep them engaged and put that information straight onto the product page. Explain your brand, what you stand for, what you’re about, show that you are the brand for them straight away.

 

  • Show social proofing (testimonials, reviews) – people generally trust the opinions of those they don’t know, it’s why the likes of Trustpilot and Tripadvisor are so popular. Making it easy for users to navigate reviews based on their own needs, also helps to improve conversion.

 

Screenshot showing the reviews of Simba mattresses and how you can toggle between number of sleepers, images and ratings

Simba Mattresses – filter the reviews by the number of sleepers, the side you sleep on and mattress size to narrows down reviews that are relevant to you.

 

  • Upsell to increase average order value (AOV) – once you’ve got that all-important item in the shopping cart, then typically 20% of users will buy the upsell items if you offer them. If users are not offered anything then they don’t know it’s there, the item might be something they need but haven’t thought about yet! In addition, free shipping over a certain amount works well or offering a free product. In general, people see that as a target to reach and will buy more.

 

A screenshot of the Thursday Boots Cart. Below the boots there are belts, socks and boot trees available to add to cart

Thursday Boots – this site shows a great example of upselling socks and accessories directly after a user adds the boots to the cart.

 

What are the benefits of investing in a single-product page? 

Whilst high conversion rates are ALWAYS on the top of every e-commerce and marketing manager’s wish list, there are some other benefits you can take into consideration. For example, you can be more targeted with your marketing campaigns and direct users straight to a single product page.  

Here’s a full list of the great benefits you can enjoy from a detailed, highly bespoke, single product page: 

  • High conversion rates
  • Opportunity to be more targeted with marketing campaigns and spend
  • Less stock wastage
  • Lower cost per acquisitions (CPA)
  • Higher profit margins (single product sites generally have a higher quality product or at least price it as they do)
  • Better brand positioning 
  • Easier to split test/improve
  • Simpler user journey

E-commerce across all industries is showing no signs of slowing down, so, will you be investing in bespoke product pages? 

If you ARE keen to increase your conversion rates then look no further. Get in touch using the form below.

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