Reducing Website Abandonment with Effective Product Pages

With each passing month comes a new set of trends in e-commerce. In order to keep up with the fast paced nature of the evolving web, companies scramble to add features and new aesthetics to their website in order to outshine competitors.  Caught up in the storm of competition, however, people seem to forget that simplicity is often the best solution.  Today, we’re going to take a look at three companies that have achieved full-featured success with minimalist designs and identify the efforts they’ve taken to reduce their website abandonment.

1. Saks Fifth Avenue
Saks Fifth Avenue is a household name with a nearly 100 year legacy of doing business in a big way. Boasting about 6.5 million monthly visits to their website, this top-50 e-commerce giant is no stranger to large volumes of traffic.  Despite an expansive inventory and huge customer base, Saks Fifth Avenue maintains a clear, simple, and functional product page, as seen below.

reduce website abandonment

At first glance, your eyes are drawn to two elements: First, the large picture of the watch, followed immediately by the red “Add to Bag” button that stands out against the muted, but classy black and white color scheme.  Although the call-to-action doesn’t account for a huge amount of screen real estate, the eyes are drawn to the red that contrasts with the otherwise colorless website.

A present and specific call-to-action helps keep shoppers focused and directed, reducing site abandonment rates.  Additionally, the design is pleasantly dispersed about the page, giving Saks Fifth Avenue room to cross-sell, integrate social media, and display recently viewed items without obfuscating product details or overwhelming the visitor.

More Details We Like:

  1. When browsing to SaksFifthAvenue.com on your mobile device, you’re greeted with the option to download their app or to venture on to their mobile website. Providing users with this choice is a great way to promote loyalty and ensure the best possible user experience.
  2. The shopping cart, or “Saks Bag” in this case, is consistently displayed in the upper-right corner of the screen.  When clicked, there is a clean and informative drop-down with the visitor’s shopping cart details complete with product image thumbnails. Allowing users to review their shopping cart without requiring them to leave their current page is a sure way to increase average order values by reducing product page abandonment.
  3. The use of whitespace breaks the design into a simple two-column arrangement that’s easy to navigate visually.
  4. When it comes to shopping for apparel, nothing is more important than looks. Large, crisp photos, give the user a great idea of what will arrive at their doorstep. With multiple angles and the ability to zoom in for greater detail, Saks is doing a great job of emulating an in-store shopping experience.
  5. User reviews are displayed near the top of the page to give the reader confidence in their purchase.
  6. Social media integration is relevant and discrete. All of the major outlets are represented.

2. Jenier World of Teas
Based in the U.K., Jenier World of Teas is an up-and-coming tea merchant with a strong online retail presence. As evidenced by their exceptionally clean design, the folks at Jenier understand that they’re in the business of making tea both accessible and appealing.

Website Abandonment Rates

Jenier World of Tea is another site that makes tremendous use of whitespace in order to guide the eye over all of the important content as you move through the website.  Jenier understands that if you’re in the market for high-quality teas, you’re probably going to want to know a good deal of details about what you’re about to steep.

From aroma to caffeine content to origin, a heavy dosage of tea facts are given for each unique blend to accompany high-res photos that manage to make a mound of dried flowers and spices seem appetizing.  Their modern, fresh design goes a long way towards dissuading website abandonment by putting everything you need to know in one place, but a few classic techniques are on display.

Jenier has a “Live Chat” option at the top of the page to help those who are having trouble, the call to action stands out from its surroundings to attract clicks, and the “Norton Secured” logo at the bottom of the page helps encourage any anxious browsers.

More Details We Like:

  1. Color Palette – The ongoing theme of blues, orange, and white remains consistent through the page, from header to footer–even the VeriSign symbol gels with their color choices.
  2. Policy Policy – Delivery information, return policy, and privacy policy are displayed clearly at the bottom of the page.  Transparency like this helps create a trusting relationship with the customer, making confident movement towards checkout more likely.
  3. Cross-Selling – The “New Experiences” in the bottom right are out of the way, yet hard to ignore.  This gives the company a chance to show off new products without distracting from the product under consideration.
  4. User Reviews – Taste is subjective–giving the user a chance to hear from others outside the company instills confidence.  Putting bright yellow stars across the product page would likely distract from the minimalist design. Putting a separate section for reviews was probably the right call.

3. Minga Berlin
Based out of Germany, Minga Berlin is a highly specialized company that does one thing–and does it well. In the fashion business, style is king, and Minga Berlin do a great job of making the website’s shopping experience an exercise in taste.

Fighting website abandonment

The makers of vibrant, high-quality socks, Minga Berlin has a website as straight-forward as their business model. They want to make socks a fashion statement, their site achieves this goal dramatically by painting a gray canvas with a spectrum of colorful cotton.

Easily navigable with simple clicks and drags, half of their entire stock is on display on a single, compact page.  Plainly visible shopping cart icons rest under each sock, directing users immediately towards checkout.

A clear offer of free international shipping incentivizes buying two or more pairs per visit. Outside of claims of high-quality materials and careful craftsmanship, the best the company can do to persuade potential customers is to show them their unique designs. Shopping for socks is made a visceral, visual experience–Minga Berlin has reinvented something that no one knew needed reinventing.

More Details We Like:

  1.  The company’s site design has a style that mirrors their product: simple, colorful, and comfortable.
  2.  A fixed, floating shopping cart follows the shopper as they scroll down the constantly expanding product page.
  3.  A simple stacked design allows you to see nearly the entire inventory on one screen. A click-and-drag interface lets you quickly and easily browse through design categories and example photos.
  4. The ‘lifestyle’ product photos are high-quality and artistic to appeal to their client base of people looking to stand out.
  5. The unintrusive interface in the top right follows you down the page, allowing you to switch between the two categories of products and check your shopping cart at any time making it unnecessary to leave the page.

Design does much of the legwork of getting your customers from the product page to checkout, but there’s much to be done behind the scenes to make the most of each website visitor. UpSellit provides a comprehensive website analysis to identify the biggest pain points in your conversion funnel. With a light snippet of code, UpSellit can gather insight into where your website abandonment is occurring and develop strategies for the best way to reduce abandonment and recover the customers you’re losing. To talk to an abandonment expert, click here to schedule a complimentary website analysis and customer recovery strategy.

 
Written by Bryan Gudmundson


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