Why is it important to pay close attention to product pages?
Product page is the last step before adding items into your cart. This page therefore has a huge impact on the conversions/amount of purchases on your store.
But product pages can also help with other aspects of online sales. A detailed and properly described product will save you a lot of customer queries. Adding a review section can help you collect reviews, which you can then use as creative for your marketing campaigns. You can also use the reviews for other pages/sections.
What does a great product page need to have?
1. Quality visual content
Product photography is most likely the first thing a customer will notice. The goal of the photos is to grab the customer's attention and show them visually as many benefits of your product as possible.
Product photos should be shot with your brand in mind and preferably in a natural setting. For example, if you sell work gloves, take product photos in an industrial setting. This approach is always better than shooting in front of a white sheet.
However, product content is not just about photos! If your product is dynamic and its purpose is more visible while being used, don't be afraid to swap photos for video. Video is great in that it shows the customer exactly how your product benefits the customer and goes more in-depth. It's also a great option when you need to educate the customer on how to use the product.
2. Correct and useful description
The text description of the product is another very important element of the product page. The product description should focus on the following aspects:
- What problem does your product solve?
- Why is your product better than that of your competitors?
- How should the product be used?
- What experience should the customer have when using the product?
- Highlight unique benefits (e.g., made from organic materials, safe for use in any weather, etc...)
The answers to these questions provide a great foundation for a high-converting product description. SEO is also an essential component. If you want your product page content to contribute to your store's browser authority, you need to incorporate keyword analysis and frequently searched phrases in conjunction with your products into the description.
Tip: The more luxurious/expensive your product is, the more content you should add. If the product has a low price point, there is no need to persuade the customer at length and rather get them to buy as quickly as possible. If the product is priced higher, you should describe the benefits of the product to the customer in more detail.
However, in product descriptions it is always important to focus on the aspects of the product that are most important to your customers. For example Aktin, a supplement and food brand, highlights the quality and ingredients of their products on their product pages to increase conversions.
3. Price justification
The product’s price is of course one of the leading reasons for purchase. Here are some tips on how - in order to increase conversions - to display prices on the product page:
- Show the price as close to the "Add to Cart" button as possible. This will significantly shorten the customer's path to adding the item into the cart.
- Give the price a color that is in contrast with the description and the rest of the text content on that page.
- Highlight the discounted price so that the customer is immediately attracted to the discount. Cross out the standard price.
4. Visible "Call to Action"
The "Add to Cart" button is a part of every product page and its purpose is clear. But many merchants still neglect these buttons and set them up in a bland design. Here are tips to follow when designing buttons and CTA’s:
- The button must be designed in contrast with the product page content.
- The button design should be set up in line with your brand design.
- The text in the button must be in contrast with the background color to make the CTA easily visible.
- Position the button as high up on the product page as possible.
If you stick to these easy to follow principles, buttons will never ruin your conversion rates.
5. Social proof
Social proof is content made by authorities that the customers trust. It's a very similar concept to, for example, a product recommendation from a close friend of yours. Below, we've outlined a few types of such content, and how to use it to increase conversions of your product pages:
UGC (User Generated Content) is one of the basic types of social proof content. You can only get this content through reviews on your store or on social media (organic posts made by your followers/brand advocates).
This type of social proof has a great impact on conversions, as it creates a sense of trust in potential customers and gives them direct proof that other customers were also satisfied with their purchase. For example, Bloomhair.com uses reviews and especially photos from their customers to make potential customers confident about the benefits of their products.
Another way of showing social proof to potential customers is through verified and widely known media. If your brand has been mentioned or featured in any of the more well-known media outlets (Forbes, Refinery 29, Popsugar, etc.), let your customers know! You have a chance to convince them that your product is of high quality, proven and has big names behind it.
This method is used by many brands, like Brooklinen for example. Brands show their customers social proof through a dedicated media section, in which their articles were published.
Don't panic if your store or product is not featured in large media outlets. You can convince visitors, especially from niche and smaller audiences, with an article on a smaller site or blog. All that matters is that the media is known in your community.
Verified by experts
Do you sell in a market where customers value the opinion of experts and require certifications? An expert quote from a blog post, or just a certificate featuring visible details, can suffice as such proof.
For example First Day, which tests its supplements in public university studies and has the support of several experts. Hard facts and expert support then contributes to conversions.
6. Visible product benefits
The last element that should not be missing from any product page is a section with the unique benefits of your products. This section is designed to quickly and effectively communicate the main benefits of the product to the customer, and sell to customers who have been thinking about your product for a while.
This section should include 3-5 benefits, specific icons or images indicating the benefit, and short text to explain the benefit. Like Native, that shows customers the benefits of their natural deodorants through exactly this section.
What to do after the product page is finished?
Once you've finished editing your product pages, it's time to test! There is always something to do and optimize on product pages.
Start trying different variations of descriptions, focus on different benefits, change and try a new type of product photos or try a different layout! The more testing you do, the more data you'll collect about your customers and increase sales at the same time!