Product pages are the point of sale on your eCommerce website. They deserve attention to detail with design, imagery, and copy. Here are 10 tips and best practices that will help you develop product pages that do their job: sell.
Many eCommerce product pages don’t get the attention they deserve. While homepages and category pages are lavished with design and content, product pages are sparse, often even lacking images that adequately show the product.
These product pages can cause hesitation – and worse – doubt. Suddenly shoppers don’t trust you so much. This doesn’t look that great. Not sure it’s worth it. How much is shipping? Do I want to give these guys my credit card number?
You want your product page to do the opposite. It should seal the deal by being one of the strongest pages on your website.
Here are some tips, examples, and best practices that will show you how to create product pages that are a perfectly honed sales tool.
Product Page Tip #1: Use Big, Professional Photography
A picture is worth a thousand words – particularly when it comes to online sales.
As powerful as digital is, it’s not physical reality (though augmented reality is here). People can only see your images, so you have to make the most of them.
Make the investment in outstanding product images. Hire a professional and get them done right.
Most product pages today have a carousel with multiple images of the product. This shows the product from different angles, color options, included items, and unpacked. The more your images take away the mystery of what will be delivered, the better.
For example, this store sells supplements, but their images are so crisp they help sell the product:
Images are key. Invest in the best.
Product Page Tip #2: Use Trust Badges
The above image also shows trust badges that indicate quality and value. This product page also makes good use of trust badges:
These badges predict and answer questions shoppers have. Shoppers on this page know they get free shipping, can order by phone, are on a safe platform, and won’t pay tax.
Shopping made easy!
Product Page Tip #3: SEO Your Product Titles
It’s always best practice to optimize your titles and descriptions for the keywords people use to search for your product.
The key here is to favor the keyword query term over the branded name you’ve come up with. For example, you may call your product the “hip urban tote bag”, but you’ll get more search traffic when you optimize for “backpack with laptop holder”.
Be sure to use the keyword in your description tag, product title, and product description.
Product Page Tip #4: Clear Price and Order Buttons
In both the examples above, you see clear prices (with a discount slash over original price) and brightly colored add to cart buttons.
This is a pretty obvious one, and most shopping platforms like Shopify or Bigcommerce will have pricing and order buttons in prominent positions.
Worth note here, of course, is how your prices stand up against your competition. On platforms like Google Shopping, shoppers do a lot of price comparisons. Research your competition and make sure the pricing that stands out on your page is favorable.
Product Page Tip #5: Get Product Reviews
Today, one of the most persuasive types of sales content is customer reviews.
Online shoppers love the assurance that reviews give. They answer one of the primary questions on people’s minds: Does this work for people like me?
Reviews tell a story of how the product works, its main assets and drawbacks, and how people felt after they used it. An authentic, positive set of reviews for your product is essential sales content. Today, without any product reviews, your sales are likely to be low. People won’t trust you; they’ll go to Amazon or another popular eCommerce site to buy something they’re more sure of.
Most eCommerce platforms have review features, so the only hard part is getting customers to write the reviews. Use email marketing to follow up and request a review on your site.
Fortunately, with reviews being so popular on big eCommerce sites like Amazon, far more consumers are leaving reviews of their own accord. If people like your product, you’ll start to get some positive feedback.
Product Page Tip #6: Use Social Share Buttons
Social share buttons let people share their interest in a product with friends. Can anyone say birthday gift?
Amazon is again a leader with this, so most other eCommerce sites are soon to follow.
Product Page Tip #7: Phone and Chat Contacts
In the history of eCommerce, one of the biggest mistakes is to have no way for a shopper to contact a human. A lot of people want to be able to call or chat someone with questions, and they’re often satisfied if this is simply an option.
On this page I have no worries. Corbin is there to answer my questions:
At least have a phone number in your header and on your contact page. If shoppers see there is no way to reach anyone except by email, they become concerned that if there is a problem they won’t be able to get hold of anyone. That’s all it takes to kill the sale.
Product Page Tip #8: Use a Product Video
If your product needs some explanation and/or demonstration for people to get its value, then video is a powerful tool.
It can also be powerful to do product reviews:
Use video when an image alone isn’t enough to convey the value of your product or when you need the personal touch of a review.
Product Page Tip #9: Have an Updated Site That’s Mobile Responsive and Loads Fast.
With more than half of all online shopping now happening on phones, it shouldn’t take any convincing at all to say that a mobile responsive website is a necessity. If people can’t buy from you on their phones, you’re losing sales big time.
Likewise, you want to check your load times and make sure that coding or design issues aren’t causing your pages to load too slowly. Online shoppers are an impatient lot, and if you have them waiting at all for your page to load they’ll just go elsewhere.
Product Page Tip #10: Would You Buy From You
Do some usability tests. Do a mock sale on your site. Become an online shopper and start comparing yourself to the competition.
Would you buy from you? Do you have the best product for the best price? Are you easy to find? Does your competition seem more professional or trustworthy? What hang-ups are costing you sales?
If you can’t honestly say that you’d buy your product, you can’t expect a stranger to. Make sure your product pages are working as an effective sales tool that puts you in the best position to get the sale.
Here’s a review of these tips with JB: