Product Details

Product videos, user content, and customer service options are among the features that leading online retailers are using to differentiate product detail pages and, possibly, boost sales.

Good product detail pages will almost certainly include high-quality images, a qualitative product description, a list of specifications, a price, and a call to action. These characteristics, if you will, are the requirements for success.

Above and beyond these essentials, many leading online retailers are adding features, content, and offerings to help build trust and boost conversions. What follows are the examples of differentiating content that you can add to your Mobile App.

1. Video

In March, a management and digital-business consultancy, released the

report which found that 32 percent of the retailers reviewed now include some form of video — product demonstration video, a how-to use video, or even tips and suggestion videos.

2. Multiple Images of Each Product

High-quality product images are a must have on your product detail page. In fact, 97 percent of the retailers reviews include a great product shot on product pages. But there may be an opportunity to add more product images, since only 52 percent of the retailers examined included multiple product pictures.

3. Customer-submitted Product Images

Some retailers are also asking customers to provide product images. The best of the customer-submitted images can go directly on product detail pages.

4. Customer Review and Ratings

For several years various studies have reported, even ballyhooed, the value of including customer reviews and ratings on eCommerce product detail pages.

5. Return Policy Information

eCommerce is not new. Folks have been shopping online for more than a decade. Nonetheless, it is still important to reassure shoppers. They won’t buy from your store if they don’t trust your store.

6. Shipping Information

A close cousin to return policies is shipping information. For some time, retailers have included banners and similar shipping or free shipping promotions on product detail pages. But now, some are starting to include additional shipping information and details, such as expected arrival dates.

This additional shipping information may encourage some shoppers to make a purchase or even upgrade from a free service to a paid service.

7. Customer Service Options

The reviews found that 39 percent of the subject retailers include customer service information directly on product detail pages, often posting an option to email, call, or chat for help.

A good example of this can be the company has a link in the footer for service, an icon and link — offering telephone and email support and a chat window for immediate help.

Offering shoppers a way to get customer service help directly from a product detail page may have two effects on sales.

First, like including return policy information, including customer service options on a product detail page may help some shoppers feel more comfortable making a purchase from your store.

Second, if chat is available, a customer service representative may be able to answer questions or alleviate concerns and, ultimately, make a sale that would not have happened otherwise.

In either case, offering customer service options right where the customer is shopping could be a product page differentiation..