How To Build A Killer Product Page
For ecommerce sites, it is hard to imagine what element could be more important than the product pages.
This is where your customers view your products, read about them, and hopefully - add them to their carts.
In many ways, this page is your ‘moment of truth’ which will define the success of your marketing strategy’s relevance and accuracy, as well as the effectiveness of your on-site efforts.
We all know what it is like to be a customer, and how it feels to make a purchase.
To create a truly effective product page, some overarching principles should be followed:
- Building trust
- Generating motivation
- Creating urgency
How can you accomplish this on your own site?
Read on to find out.
Keep It Clear And Simple
The last thing you want is for your customers to be confused when they are considering making a purchase.
If there is anything on the UI level that is unclear, this is not a good start. Make sure your page is clear, visually appealing, and free from any clutter.
- Example 1: a product page is not the place to share famous quotes or push the ‘about us’ page. Everything on the page should be streamlined towards one goal - making a sale
- Example 2: if your product page is messy with overlapping boxes, various fonts, and obscure pop-ups, this probably is not the best way to go. Make sure that the design is as simple as can be, with minimalism and functionality being the guiding principles
When it comes to product pages, there are typically three CTAs:
- ‘Add to Cart’
- ‘Add to Wishlist’
- ‘Proceed to Checkout’
These CTAs must stand out and be standardized. This is not the time to experiment with new designs, as customers will look for UI elements that they are accustomed to when making a purchase.
- Example 1: a page that has a standard orange button with the text ‘Add to Cart’ will do much better than a text link, which is non-standard practice for ecommerce product pages
- Example 2: irregular copy should not be used on a product page. A button with the word ‘Proceed to Checkout’ will do better than a creative attempt at new copy such as ‘I think I want to buy this now’
Make Sure Product Photos Are Perfect
Attractive and high-resolution photos are a must for ecommerce sites. Additionally, lifestyle images displaying your products in action can transform your customers’ shopping experience along with your results. Your customers cannot see or touch products and are solely reliant upon images to convey the story. This is why every ecommerce site owner must place an emphasis on this element of every product page.
- Example 1: if you are selling beach towels, it would be much more effective to show them in use at the beach rather than having an image of a towel with no context
- Example 2: Jewelry that is presented in a low resolution image will not look visually appealing
A Fast Website Means More Sales
Slow ecommerce sites can have the following adverse effects:
- Denting a customer’s confidence in your site
- Causing a customer to lose patience and look for a similar product elsewhere
- Leading a customer to abandon the sale by getting distracted with other things
In each of these situations, a slow website will undoubtedly damage your conversion rate.
Be sure to have a hosting package that supports your needs, and verify that your site is coded properly in order to load fast at all times.
Also, cache your site and use a CDN.
Solid Product Descriptions
Alongside images, customers will read product descriptions to make their decision about buying your products.
While images create an impulse, product descriptions create trust.
For example, if your product descriptions are in broken English, customers might hesitate to enter their credit card information into your site.
Make sure your product descriptions follow these guidelines:
- Proper language usage
- Providing thorough information about your product
- Setting the scene for purchase by outlining the products’ benefits
Many ecommerce site owners find writing product descriptions to be a rather tedious process.
However, this is not the place to cut corners given quality and attractive product descriptions can truly set you apart from the competition.
Social Proof And User Reviews
If you have created an awesome product page, the final closer can be social proof. Showing real buyers’ reviews can instill a level of confidence and trust that is hard to replicate using other methods. Social proof is typically presented on social media, but extracting just enough of it to display on the product page can do wonders.
- Example 1: seeing an authentic average star rating for each product can really push a sale forward. A blend of excellent reviews with some that are less than perfect, create the perfect setting for customers to feel good about heading to the checkout page
- Example 2: many booking websites have pop-ups which show reservations being made, in real time. In addition to social proof, this creates FOMO and urgency which is an added bonus
Your product page is certainly an area of your website that you want to invest in. Creating an easy, intuitive, and enjoyable buying process while nurturing trust levels is the winning formula for a killer product page, using the tips above.