The product page is undoubtedly the most essential type of page on your website. It’s a condensed version of your sales presentation, without the live interaction. Your success depends on converting visitors to buy your product or service.
I’ve seen hundreds of product pages, and I can say that many of these are poorly done. Several retailers copy outright large chunks of content from a manufacturer’s website. Some seem to push you away instead of inviting you to stay longer. These businesses could be making more money if only they gave more thought and effort to their product pages.
Your product page may not be as good as a live sales pitch, but it can make an excellent impression on your customers. I’ll share with you these tips that can boost sales. They are practical, straightforward and won’t cost you anything but your time … and what you will learn will pay itself in dividends with more sales and more interest from your visitor.
But first, let me tell you why perfect product pages matter, aside from increasing conversions:
- It probably is the only page on your website that your audience cares about. Customers end up on a homepage, unless an external link directs them to a product or landing page. On the top of many sites are these three options – Products, Support and About Us. You don’t need to guess what people click first when they are looking to buy something.
- Most customers look for products and not brands. You may be the biggest company in the industry, but this is only a secondary consideration. On the other hand, don’t worry if you’re a solopreneur or a small business. You may have a better product than most large corporations.
Your homepage might have all the bells and whistles because you want to impress visitors. But, most customers first learn of brands through their product pages.
- An excellent product page improves your search rankings. Adding the right keywords helps your website. But this isn’t enough to get people to buy. The right information, images, and other presentation is what improves your chances of conversions.
How do you make your product page count?
There are many elements of a product page. I’ll focus on the more essential ones.
Catch Attention With Your Title
Aside from images, your visitors will first read the most prominent text on your product page. These are usually in bigger-sized text. Often, it will be your product name, along with a short description or sub-title, such as “Say Goodbye to Slow Wifi” or “Lower your energy bill by 10%.” Right from the top, these sub-titles can grab the attention of your visitors and encourage them to read further.
Taking center stage with the image above isn’t the product’s name but rather the benefit it offers to the user. You don’t get specific data, yet it’s intriguing enough, so you scroll down to learn more. This particular CPU is priced for mainstream users but performs like an expensive model. It’s one of AMD’s bestsellers.
Write Compelling Descriptions
List facts that your audience can relate to. Stating that a product sits snugly in the pocket is better than saying its size is three by six by ¼ inches. Yes, the latter gives you the exact dimensions of a standard smartphone. However, the former is the more relevant description for a customer.
List your product’s benefits. For instance, most of us don’t care if we use linen, nylon or satin pillowcases. But, did you know that people with allergies need to learn the material these are made from? If you’re selling cotton, bamboo or silk pillowcases online, tell people these are hypoallergenic. Also, add that it’s easy to wash your products.
Keep in mind your target market’s needs. Maybe they want to save money, look good or live healthier. They may care for the environment, be concerned about who manufactured your product (not child laborers) or if you use safe metals and chemicals.
“Speak” the language of your audience. Do you say “It’s cool to invest in mutual funds” or “It’s wise to invest in mutual funds?” The word “cool” doesn’t fit in with a target audience of serious investors. As well, visitors usually prefer bullet points over paragraphs. Less can be more. Use lots of white space, as people scan text online. Very few actually read word for word.
Do you need more ideas on writing excellent content? I suggest you visit our copywriting article.
Post Superb Images
Of course, price and value matter. But what if a prospective buyer is still not convinced to buy? The decision might depend on your photos. According to this article, a product’s image is a deciding factor for 93% of customers when purchasing.
What do your images evoke and what emotions do these convey? These should tell the customer, “Buy Me!” Do customers see a high-quality product when they look at your photos? Get a professional to take pictures. It’s one investment that you’ll not regret.
Your photos reflect who you are and what you can offer customers. They can’t hold your product in their hands, so it’s up to your pictures to make an impression. The same applies if you sell digital products.
Post multiple views and angles of your product in a gallery. Add everyday items to give people a sense of scale. With no basis for comparison, customers might misjudge the size of your product. “It’s not the same as in the pictures” is one reason for returns.
Take a couple of photos of your product while in use. For instance, if you are selling car accessories, post pictures of these attached to a car. If you sell toys, show children playing with them.
Use Videos to Convince People to Buy
Videos are much more effective at describing your product. According to Animoto, 73% of customers are more likely to buy after watching a product video. Furthermore, 96% of consumers find these videos helpful when purchasing online.
Customers find videos more engaging and easier to share. These can be not only informative, but entertaining as well. You can show your product in use or tell your brand’s story. People remember more details from watching than reading. More importantly, you get your visitors to stay longer on your site.
If you need help with making videos, we this this article here on video content creation.
Make Your Product Page Interactive
An interactive page gives your visitors a better feel of your product. Creating some semblance of shopping in person can persuade a visitor to buy.
Use apps like MagicToolbox so visitors can rotate and magnify your product images for inspection.
Give your photos more life with automatic movement at speeds you can set. Three hundred sixty-degree views of an item can help a customer make an informed buying decision. Lastly, add social media sharing buttons on your product page. Shares and likes help increase your exposure.
Include Customer Testimonials
You need social proof to build trust with your audience. Include honest reviews and feedback from past customers. These add to a customer’s confidence in your product. Video testimonials are quite powerful as well. Nothing compares to watching a fellow customer that customers can identify with using your product.
Can you find an expert in your industry? Often, they are willing to review your products for free. Also, don’t forget influencers. There might be many in your niche. Here’s how you can reach them.
Make Your CTA Stand Out
You often find shopping cart icons on the right top corner of product pages. Whether it’s a “Shop Now” or “Add to Cart” button, make it easy for your customer to see it. It doesn’t matter where these are as long as they are visible. Try using contrasting colors, so they stand out.
You want customers to buy. All they need to know should be on your product page. Aside from a buy now option, you can include an “Add to Wishlist” button. This allows customers to save their choices for future reference. They don’t need to spend time browsing for the same items again if they wish to purchase at a later date.
This may not apply to you, but I also suggest adding the “Notify me when in stock” button. Right now, stocks of various goods like PC graphic cards are scarce due to supply problems. Customers want to know when these become available. Most of them are sure buyers. You might miss out on more sales if you lack this button.
Don’t Forget FAQ, Shipping And Return Policies
Create a link to these pages. Not only are they very helpful and instill trust, but some Google policies require these in order for you to participate in Google Shopping. These three pages can answer a lot of questions and erase doubts from customers’ minds.
Maybe, you don’t need to install chatbots if you have everything covered. If you’re a new business, visit your competitors’ sites and their FAQ page. I’m sure you’ll get a lot of ideas on what customers ask.
Don’t Forget Mobile Devices
Is your product page optimized for smartphones? According to this, 53% of online purchases are made via mobile devices. This will continue to increase as more people shop while on the go.
Use this test to make sure your website is mobile-friendly. Shopify and pretty well all modern WordPress themes are, indeed, mobile friendly, but always check to see how your website looks and performs on a mobile device.
Provide Site Security, Including Privacy
Is your site secure? Do you have the necessary SSL certificates and security badges? People don’t leave their credit card information if they don’t feel your web pages aren’t safe. You can lose sales because you don’t have security from credible providers.
Of course, your perfect product page will continue to be a work in progress. Changes in your business landscape require you to adapt. You might have to A/B split test to discover which features need improvement. The tips I shared above will help you and give you more ideas. Which ones apply to you? Please let us know in the comment section below.