12 Tips for Creating an Effective Product Page

Contributed content / By Vincent Sevilla / 3 April 2019

An e-commerce site's product page can be essential for the success of a business. Ensure your product page converts customers by creating a streamlined and engaging page for people to interact with. 

The product page is an extremely important part of your e-commerce site – about 87% of consumers say so themselves. But just filling the page with content isn’t enough. 

A product page is where an e-commerce site lists a certain product with the description, price, and usually a photo. 

Data shows that 50% of shoppers have returned an item they bought online because the product didn’t match the description on the site. Even worse, 54% of those people who returned an item are less likely to buy from the same retailer. 

Considering the short-term and long-term effects of content on your e-commerce site’s performance – and consequently, your revenue – you must put careful thought into what goes into your product page. 

These tips will help you create a page that converts customers and actually earns money. 

Be Mindful of the Page’s Anatomy

Did you know that more than half of your site’s visitors won’t stay longer than 15 seconds before leaving? If you want to convince users to buy from your online store, you need to do it quickly and effectively. 

Do this by filling the top part of the page with the most important details, including the product name, image, description, and price, as well as the “Add to Cart” button. This strategy sparks users’ interest and allows them to act, all within a few seconds.

The idea is to design your page in a manner that benefits from users’ behavior patterns and preferences. For instance, most people pay attention to the left part of the page first. Take advantage of this to highlight your product’s selling points. 

Put product description in left part of the page

If you are selling the product’s appearance, as in clothes, decors, and jewelry, you’ll do well by putting an image of the item on the left part. If you are selling a product’s features, as in the case of gadgets and equipment, put the product description or features on the left.

Use Well-Written Product Descriptions 

Ironically, a product description that sells isn’t written to sell. Online shoppers cannot physically inspect the item they want to buy, so they rely on the product description for details. Instead of using "salesy" and cliché-filled copy, provide straightforward information about the product. 

Think of what questions buyers are likely to ask and try to answer them through your copy. To prevent confusion or misunderstanding, make your writing simple and easy to understand by avoiding jargon use.

Convince Buyers Through Images

Consumers are more likely to buy if they like what they see. Provide several clear and high-quality images of your product. Preferably, these pictures must depict the item in different angles and proximities. If you can, provide context by using props and different locations. 

Below are examples of high-quality images of watches. 

High-quality images of watches 
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For example, watches can be shown around a person’s wrist. Do not worry about cost – DIY product photography is now all the more possible thanks to high-end smartphone cameras and free photo-editing apps.

High-quality images make your product more appealing to potential customers. 

Spur Users to Buy With a Clear CTA

No matter how spectacular your images are or how compelling your product description is, you cannot improve your e-commerce conversion rate without a clear call-to-action (CTA). This is where you tell users what to do, whether you want them to follow your store on social media, actually make a purchase or do all three. 

But not all CTAs are created equal. To maximize their effectiveness, make sure your CTAs are written in clear, action-oriented language and that they stand out from the rest of your page’s contents. 

Maximize the Area Below the Fold

If the top part of the page contains all the important details about your product, what should the rest of the page show? 

Maximize this space by providing additional information about the item, like details that were not included in the first product description. 

If you have testimonials about the item from past customers, the area below the fold would be a good place for them.

Do Not Overemphasize Your Social Media Icons

With the right social media strategy, placing social sharing icons on your e-commerce site can help increase your reach, followers, and engagement. 

However, placing them too prominently on the site can distract users and prevent sales from going through. In fact, some studies point out that removing social media buttons altogether can increase “Add to Cart” clicks

Keep in mind that your e-commerce site’s goal is to sell, not to increase followers, so it must be designed so that your products are the main attraction.

Include Product Demos

If you want to bring your products to life for your customers, nothing beats product demo videos. 

Online buyers cannot interact with the product, so seeing someone use the product in a video will give them a better idea of how they will benefit from the purchase.

SkipHop has an effective demo of how to use their product, a diaper bag, which helps consumers understand the value of buying this bag. 

SkipHop product demo
  
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It’s especially effective if the video discusses the product’s pros and cons. After all, this is the closest they can get to having someone actually talk to them about their purchase.

Offer Similar Products

Many buyers go to your site with a picture of what they want to buy in mind, but they wouldn’t dislike being given options. 

Cater to this by adding a few similar product suggestions in the product page. 

An e-commerce site that sells tents provides multiple different options to the customer in case they want to evaluate their potential choices.  

Recommended tents on an e-commerce site

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Be careful not to overdo it though; providing too many options can overwhelm people and prevent them from proceeding with the purchase.

Allow Customization

The idea of having something unique is a major selling point, so a lot of brands are allowing online buyers to customize their purchases right on the site. 

You can do this by allowing your customers to modify the color, size, design, or other aspects of the product they want to purchase.

Make Sure Product Prices Are Clear

No matter what your customers’ income levels may be, they’d want to know how much your product costs before deciding to make a purchase. 

Stokke Sleepi Mini
 
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Help them make a purchasing decision fast by making the price of your products easy to see. Make sure the price stands out from the rest of the page’s content by using a bigger font size or a different color for it.

Address Your Buyers’ Uncertainties

Online shoppers can have a lot of concerns, some of which can prevent them from buying your products. 

Make a list of reservations people commonly have about buying online and make sure that they are addressed in your product page content

If your potential buyers worry about security, appease them by adding trustworthy credit card logos and security badges in your product pages. If they worry about shipping costs, make sure your shipping policy is visible on the page.

A/B Test Your Product Pages

The best business plans reserve room for improvements – so do effective product pages. A/B testing entails creating two versions of the same page. 

Depending on how users interact with each version, you can determine the effectiveness of your product page and how it can be improved.

Ensure You Create an Effective Product Page

Online shopping has become more than reading through a digital catalog – it is now an experience. If you are struggling to optimize this experience, make sure to contact a top e-commerce developer to help you out. 

An effective product page design takes this experience into account to capture the attention of potential buyers, draw their focus to the product, and influence them into making the purchase.
 

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