Tips to Make Your Product Pages More Effective
The lifeblood of eCommerce is product pages. No doubt about that. When it comes to creating an online store, the homepage gets a lot of attention—after all, it’s the first thing visitors see when they arrive. However, the true purpose of any eCommerce website is to generate sales, which you won’t be able to do without excellent product pages.
Build an effective product page, and your conversions and revenue will boost. If you don’t, practically all of your marketing and promotion efforts will be in vain. So without further ado, this is what you need to know about well-crafted Product Pages.
A product page on an eCommerce website is a web page that contains information about a specific product: size, color, price, delivery information, reviews, and other pertinent information that customers want to know before purchasing.
To better understand product pages, think about Amazon: you’ll notice that when you first search for a product on Amazon, you’re presented with a selection of options. Then, when you find one you like, you can click on it to learn more about it.
When you click on a product on Amazon, a new page will open. This page contains information on that specific item, such as descriptions, measurements, supplies, and installation instructions.
It tells the customer everything they need to know about the product, so they know exactly what they’re getting. Last but not least, a button to add this item to your cart will be located near the product description.
Now that we’ve covered the basics and the fundamental definition of eCommerce product pages, let’s see what else we’ve got under the hemisphere of product pages.
Because visitors cannot touch, feel, or even wear your products before purchasing, the design and content of your product page are crucial for your customer’s shopping decision.
Therefore, it is absolutely necessary to design your product page in such a way that the customer feels inspired to stay long enough to read the product description and to decide to purchase the product ultimately. Following are some best case practices to implement:
Use Large and Clear Images
A jacket on a hanger will appear drastically different from one on a mannequin, which will appear vastly different on an accurate human model and appear vastly different when worn on the street rather than in a studio. Likewise, the level of detail varies from descriptive to vivid storytelling about owning the goods.
Example: Happy Socks
According to research, content accompanied by relevant and pleasant images receives 94% more views than content that is not. When it comes to eCommerce product pages, the numbers play a significant role.
Leverage User-Generated Content
The other thing you could do is invite your consumers to post images of themselves wearing your products on your website. This will serve as social evidence as well as influence and inspire others to purchase.
Just like Shein does on their website.
Create a Solid Call to Action
Your call to action (CTA) is your opportunity to persuade your audience to take action toward becoming a customer or client.
The CTA button must be near the top of any list of essential items in eCommerce product pages. A CTA might be anything from an add to cart button to a buy now button. It must be immediately identifiable and compel the visitor to take action.
Take a look at Scribd’s CTA’s.
Consider Regional Differences When Setting Up a CTA
Keep in mind that specific terms have various meanings in different nations when deciding on the content. Take a look at how Amazon adjusts the CTA wording on its US and UK websites to match the regional dialect:
Create a Sense of Urgency
Another excellent practice for eCommerce product pages is to apply the scarcity/urgency concept – things that are selling out quickly can encourage consumers to convert more quickly.
Think about airline companies. When selling their last few tickets, airlines frequently use the scarcity concept. What’s the takeaway? Give your buyers as little time as possible to consider their purchase. Second, make them feel compelled to act right away by instilling a sense of urgency. The last day of a promotion, the previous two hours of free delivery, or the last three things in stock could all be used as scarcity/urgency weapons.
This concept is also called FOMO or “fear of missing out”. Booking websites use it on a daily basis, as seen below.
Spice It Up with Videos
Customers can’t touch or feel your goods; therefore, a demo film is one of the most acceptable ways to show it off in its entirety. When you’re attempting to market something complicated, a well-made video can have an immense recall value, and instructional videos are even more critical.
According to Stacks and Stacks, shoppers who saw videos on product sites were 144% more likely to add a product to their cart. Take a look at some compelling statistics on why product videos can no longer be overlooked by eCommerce businesses seeking to thrive in today’s market for the numbers-hungry.
Thanks to user-friendly video editors such as Clipchamp, you can easily create and edit any kind of product video.
Test Your Pricing and Discounts
Customers like to compare things. Whether that’s an old price vs. a new price, or it’s a huge sale, numbers are convincing as hell. So why not highlight them?
Show them the numbers if you’re offering fantastic deals. Even if you’re not giving huge discounts, show customers how much money they’ll save if they buy something from your site. Always make a comparison between the regular and discounted prices. Show the % as well as the dollar amount saved on the purchase. Mixed messages have different effects on different clients.
By now, you’ve seen some recognizable brands and their product pages as examples, and you know what tips and tricks to implement on your product page. But do you know what it is supposed to look like? And what are the elements that may make or break your product page?
Our Marketing Tip: Sell a Lifestyle – Not Just a Bunch of Products
Brands nowadays aren’t only about selling items; they’re also about selling lifestyles. As a result, Instagram sales are rising, and every significant business has an account where customers can shop. Outfits and lifestyle photos can inspire people.
For example, with Pandora you do not only buy a charm, you buy a statement, a style, a story about yourself.
Catchy Product Descriptions
The best chance a business owner has to make a sale and convert a visitor into a buyer is through the description of the item for sale, in combination with photographs and video. Pictures convey information about products in ways that words alone cannot, but a detailed explanation is required to deliver as much information as possible.
Example: Patagonia
Accurate Images
When it comes to product pages, images are the icing on the cake. The item should be shown from several perspectives in a neutral location, preferably with a white backdrop. More creative photography, such as lifestyle photos and pictures of the object in use, can be included by store owners. These, however, must be considered secondary to the clean, digestible, and straightforward product photographs that a potential customer sees when visiting a product page.
Example: Happy Socks
Tip 1: The product page is usually split into two columns: On the left, we have the product images; on the right, we have their description. Try to stick to this pattern to which online shoppers are used to. Else, you might be increasing their cognitive load, meaning that they’ll have to stop and try to figure out a different shopping experience.
Tip 2: Try to use real-life images to inspire stronger emotions and support a more authentic connection between your brand and the consumers. Plus, images of this type look more trustworthy.
Tip 3: Have you ever looked at a shirt and realized the model in the image also has some cool-looking glasses? Make the whole outfit accessible to the potential customer by adding a new section further down on the page. This way, you can also cross-sell and increase the average order value (AOV).
Product Options, Such as Color and Size
Thread counts and types of materials used in bedding and clothing and internal specifications and capabilities of gadgets are all difficult to explain through photographs and images. However, it’s a no-brainer when you consider the price, size, and colors.
Example: Ridestore
Product Availability
Product availability is a huge deal. The product view shows all of the items that are in stock at the time of your visit. Any sizes or colors out of stock should be marked as inactive or highlighted so that the user has this information at their fingertips.
Example: Blue-Tomato
Tip 4: People will be upset when they discover that an item has sold out after assuming it was available. It’s the equivalent of putting it in your store window but not selling it. Make sure to show the size availability or out of stock notice before they add the item to their cart.
Pricing
Make sure that product pricing is concise. All discounts or any extra taxes should be clearly stated as the lack of this kind of information can easily backfire in many different ways.
Tip 5: Show shipping costs right away. A study showed that 21% of Americans abandoned their orders because they couldn’t calculate the total cost upfront.
Tip 6: When you run promotions, test between 15% off or save $20. For some, using a discount in the shape of a percent might lead to a cognitive load increase, depending on the price amount. For example, it’s hard to estimate 15% off for something that costs $179.
A Straightforward Way to Add an Item to the Cart
Is there something more annoying than when you try to purchase but can’t find the ‘add to cart button? I’d say no. And an even more frustrating thing is when you don’t know whether or not your product has been added to your cart. Once you’ve decided that you’re willing to buy a particular product and hit add to cart, a cart page should pop up on the side of your screen and show you the cart totals as well as price total and all that jazzy stuff.
Concise and Insightful Product Information
Although written words have evident strength, some information, particularly technical specifics, is better organized in a tabular or comparable format. A frequent technique to combine this type of material is to use a paragraph or two to bracket tabular or bullet points of technical information.
Example: Quicksilver
Product Videos
Video has risen to the top of the content hierarchy in recent years. Companies are constantly developing innovative ways to make their products stand out, including enticing product videos.
It’s a smart call to use videos to promote your product and company. Video is easy to engage with, and it elicits strong reactions. Consider how many times a touching YouTube video or a compelling TV commercial has moved you to purchase a product. However, it doesn’t have to be featured on YouTube. You could stick to the good old-fashioned 360 degrees product spin if you want to.
Product Recommendations
By including a related products section on your product page, you encourage visitors to browse your store by recommending related items as they shop. Related products are displayed based on the category or tag. This is a fantastic approach to assist customers in finding what they’re looking for while also introducing them to new products. In addition, all product kinds can have related products shown.
Example: Lush
Wishlist Option
A visitor may view an eCommerce product page before leaving without making a purchase. However, even if they are willing to buy, they frequently forget where they first saw the product. For such consumers, a wishlist will be an excellent tool. It allows them to keep an eye-catching list of items on your website and then return to finish the transaction. In many cases, customers need to add items to their wishlists and then wait for a deal or a coupon before purchasing them.
Example: H&M
Tip 7: Make the wishlist feature available from the category pages as well. You can place it in the bottom-right corner of the image. This way, you’ll save your visitors the time of going back and forth with product pages.
360° Images
360 product images have become a popular companion or alternative to standard product images in the last few years. The process of creating 360-degree product images is known as 360-degree product photography or 360 spin photography.
360-degree product photography allows you to see every detail of a product before purchasing it. However, when customers decide, it is equally vital that they commit to not buying the product if it is not suitable for them.
Over to You
That’s all there is to it! There are numerous surefire ways to optimize your product page for higher conversion rates, allowing you to increase sales and earn more profits online. But, at the end of the day, don’t forget to put the customer first. Design your product page with the user in mind, making the shopping experience as frictionless as possible.
Now, if your online store is built on top of WordPress, with the help of WooCommerce, you should remember that if you want to go beyond the default Woo options, you can give WooCommerce extensions a shot. They’ll definitely enrich your product page and help you boost your sales.
We hope this article was helpful. If you liked it, feel free to check out some of these articles as well!
