Item Pages Deserve Attention
From the time shoppers arrive on your site, we want them to be attracted to the homepage and be enticed to explore. From there, they can learn more about what we offer, add things to their cart, purchase, and become long term customers. A lot of time and effort is spent on tweaking and perfecting the homepage. This is understandable because it’s usually the first thing customers see. However, what actually leads to the sale is the item page; this is where customers learn about the product and choose to purchase. A blend of several factors makes up inspiring product pages, including the use of images, compelling content, reviews, and overall usability.
If you have a stunning homepage that draws customers in, that’s fantastic. But it’s worth paying a little more attention to item pages to keep them on the e-Commerce journey.
In order to be successful, this is what an item page needs:
Attractive Design
The first thing that a customer will notice is how the product page looks, what images you use, the layout, and if it’s easy to scan and understand. With good design comes high-quality images and videos, thoughtful selection of images (including product details and variants), and some sort of visual cue to draw the eye. Visual cues can include the use of colors, breaks in text, different size fonts, icons, or even clever use of white space. An intuitive layout makes it easy for customers to scan the page and find what they’re looking for. Multi-dimensional variants help simplify item pages while tabs decrease the amount of clutter, making it easier for customers to pick and choose, and ultimately purchase.
Compelling Content
Stunning web design doesn’t count for much if there isn’t some strong content behind it. If the design is what draws the eye, it’s the content that keeps the attention. Content on an item page includes product description and specifications, instructions, benefits, and feature details. Focus on what the customer needs to know and what they need to make that decision, like appealing to the senses or incorporating advantages and benefits into descriptions.
Writing great content is a challenge. It should be a balance between detailed and succinct, with tasteful use of buzzwords (i.e. words that customers scan for) while still being unique and specific to your brand’s voice. It normal to update and change content as you see fit. Unified Content Manager in Nav-to-Net™ allows for quick and painless changes all in NAV with no coding whatsoever.
User-Generated Content
User-generated content can help seal the deal with shoppers. This can be in the form of ratings and reviews, social media sharing, or even real sales statistics you can share (50 million sold). The genuine reviews and ratings from actual shoppers can go a long way. When shoppers see positive feedback, conversation, real endorsements, they will be more encouraged to purchase.
Specific Product Details
While the idea of a luxurious and elegant sofa is certainly appealing, what determines if a customer buys is the dimensions of the sofa and if it will fit in the space. Shoppers need to look at the specifics in order to make informed decisions. This is the less exciting part of the item page but every bit as important, especially for many B2B situations and really serious buyers. This can include the dimensions of a product, the weight, the compatibility, or even the availability by location.
It’s also helpful to include information like stock availability (possible by store location), different pricing options (especially for B2B), shipping information and any limitations, and any related items. Price and availability alerts are also an option to keep customers informed without losing their attention should a product be out of stock or out of their price range.
Things Change and It’s Okay!
Don’t worry about being nailed to one particular template or specific content. Everything on that page is managed right in NAV and doesn’t require complex coding or reliance on your IT department. We need to be able to change content as needed, quickly and effortlessly.
Each item page template in Nav-to-Net™ is thoughtfully designed but can be customized to your needs. Product pages should be both informative and inspiring as an extension of your brand. All the elements discussed in this blog post are managed in Nav-to-Net™ and in Dynamics NAV Business Central, including user-generated content like ratings and reviews, and store location, live status changes of stock availability and price due to seamless integration in Dynamics NAV Business Central.
What can we do to help?
We understand that e-Commerce can be a challenge with multiple components to manage. Nav-to-Net™ is a seamlessly integrated e-Commerce solution, exclusively for Microsoft Dynamics NAV Business Central. Every component of your NAV webshop is managed easily in NAV ERP, yielding your B2B/B2C business plenty of benefits and ROI.
Capitalize on your Microsoft Dynamics NAV investment for B2B e-Commerce: Watch a quick 4-min demo video
You may also want to read these Whitepapers:
E-Commerce Integration Is Not Always Built Equally
5 Reasons Dynamics NAV Should be the Master Copy of Your eCommerce
10 Point Checklist for B2B NAV E-Commerce
Request a demo on Nav-to-Net™ today to see what an integrated e-Commerce solution can do for you.