Are your product pages corks or conduits? Are they filled with Teflon-coated text or sticky, stimulating content? Are your images boring, or are they compelling?
Here's an undeniable fact: If you want to do well in eCommerce, you need to create great product pages. They're arguably the most important part of the whole online retail shebang.
Good product pages increase your conversion rate. Bad product pages block up your sales funnel. It's as simple as that.
According to a recent survey by commerce experience platform Salsify, nearly 70% of people bounce out of badly written, oversimplified product pages.
In addition, most consumers expect to see at least six images — and two videos — on each product page.
Sure, the stakes are high, but don't let that put you off. In this article, we'll talk about the essential parts of a product page. Then, we'll teach you how to craft a perfect product page of your own. The best part? You'll enjoy yourself.
Let's get started.
Well-constructed product pages are like sponge cakes: They look good; they go down well, and they leave you wanting more. They also have four main ingredients:
You may be thinking "Hey — what about vanilla essence and baking powder? What about the all-important pinch of salt?" Well, those are the creative skills you'll use to bring your page together. We'll come back to those later on.
Consumers can't physically interact with the merchandise in eCommerce stores — and that's where well-conceived product pages come in. All sorts of things — from Bluetooth speakers to water bottles — sell in greater numbers when they feel real to the customer.
Let's dive into that a little more:
Excellent product pages are an essential part of SEO. If you don't optimize your page, people won't be able to find your merchandise. If you do optimize your product pages, they'll collectively help optimize your entire site.
A lot of reverse engineering goes into SEO.
To achieve a good Google rank, you need to figure out which terms consumers search for when they look for products like the ones you sell. Then, you have to include those keywords in the content on your page.
Remember that sales funnel we mentioned earlier? Your product pages sit at the bottom of that funnel, where they either convert visitors to customers or put them off your site completely.
Perhaps unsurprisingly, well-designed product pages work in your favor at this stage in the game.
Consumers who reach the product pages on your site are already interested in your product and open to suggestions. All you need to do is give them a gentle nudge.
To get a sale, you simply have to convince visitors that your item provides relatable value.
You don't need a degree in communication to create an effective product page. All you have to do is follow a set of best practices. Here are five essential things to include whenever you publish a new product page:
As we mentioned earlier, consumers expect to see impressive product images — and plenty of them.
The Salsify survey we drew upon at the beginning of this article went further than a general consensus by separating consumers into age groups.
Consumers aged 18 to 24 wanted to see eight images and four videos per product. Consumers in the 35 to 44 age range agreed with the image quota but expected five videos instead of four.
By the way, if you're interested in exploring this avenue, we have a list of the top video production companies here.
Back to the point:
Further research by Hubspot shows that product pages stocked with high-quality images get 94% more views.
Clearly visual merchandising is vital — even in a virtual environment. Here are a few hot tips to help you create revenue-boosting product pics:
Insider Advice #1: Sometimes, PNGs are better than JPGs. PNG files support transparent backgrounds, so they're great for logos, computer-generated images, and product pics displayed over a digital background. PNGs also support a wider color range and have a better contrast ratio than JPGs, so they're ideal for highly detailed product images.
Don't be tempted to recycle or amend product descriptions. Duplicate content thins your online presence and nullifies your SEO strategy. Instead, create a brand new description for each product.
As you write, think about what the product is for, who it's for, how it works, and why it's different from similar products available elsewhere. You need to convince visitors to buy your product on the spot. Here's how:
Tip #1: Write for your target audience
Think about who you're trying to sell your product to. If this isn't something you've considered before, create a buyer persona and then target your text at your imaginary customer.
Tp #2: Use action words
Action words encourage… action! Begin each description with an action word to tell readers what they can achieve with your product. Like so:
Tp #3: Use the language your customers use
Selling a range of tools? Use a practical tone and straightforward language. Selling expensive antiques? Use formal language and appropriate terms to show your expertise.
Reviews — especially when they include customer images — make your brand more credible. According to Bazaarvoice's Conversion Index Volume 8, visitors who look at reviews are 58% more likely to make purchases.
Reviews and ratings also drive up your average order value (AOV) by 3% and increase revenue per visit by up to 62%.
Let's revisit social proof.
You probably read reviews the last time you bought something new, too. The product review premise is simple: If existing customers think a product or service is great, you'll probably have a similarly positive experience.
40% of customers will commence doing business with a competing brand that has a reputation for good customer service. In a nutshell, that's social proof.
If your brand wins an award, mention it on your product page. Trust badges (Better Business Bureau accreditation, TRUSTe certification) reassure consumers — especially if your brand is new on the market.
Site visitors often need to be told what to do next. A well-written call to action (CTA) at the end of your product description acts as a prompt.
Inbound marketing experts call CTAs a "secret weapon" because they increase conversions, boost AOV, and generally funnel leads to the finish line.
Need a few CTA examples? Here you go:
CTA hacks go beyond text and may include:
Insider Advice #2: CTAs are a magic marketing strategy ingredient, too. According to surveys by AdRoll and Wordstream, CTAs improve click-through rates on social media posts by 285% and boost CTR on marketing emails by 371%.
Product recommendations — personalized or not — can drive your average basket value skyward.
Put a few under your product description to enhance your page and create a general buzz around your brand. There are eight main types of product recommendations:
Emulation is a sure-fire formula for success. Let's look at some of the most effective product pages we've seen lately and talk about why they work so well:
Larq is basically a single-product company. Innovative self-cleaning water bottles in various colors and accompanying sleeves make up the majority of its online offerings.
Its main water bottle page is simple and elegant, and it explains what the Larq water bottle offers and how it's different from other water bottles.
Looking at the language, the science, and the price point on Larq's product page, we can see that Larq's target consumer base is both tech-savvy and reasonably affluent.
Minimalist and easy to absorb, Larq's product page provides a sophisticated, intuitive experience.
Next let's look at the Block Nomad sofa from Burrow. Burrow makes premium-quality furniture to order and ships each piece directly from the manufacturer to the consumer.
The Nomad is a no muss, no fuss three-seater, and it has a stain-resistant finish — luxe and longevity in one convenient package.
Product selection and checkout is a notorious barrier to purchase, but Burrow makes it easy. Radio buttons let you select color, finish, arm style, cushion choice, and optional upgrades.
Every time you switch from one option to another, the main image changes to match. It's easy to envision the sofa you'll receive — and that's a genius marketing move. Bravo, Burrow.
Scrolling down, the Block Nomad product page is polished and uncontrived. Dimensions come first, and then we move on to a brief, thoughtful product description.
Key features follow (icons create a visual marker) and then a quote from the Burrow CEO, which creates a clever connection between the company and the consumer. Auto-play videos and animations act as a garnish.
Time for a little timeless garb. Founded in 2009, Revelry sidesteps traditional retail and makes it easy to shop for bridesmaid dresses at home.
You can order fabric swatches, choose dress length, and specify custom extras without leaving your living room. Every dress is made to order in a wide range of sizes, colors, and materials.
For the sake of this breakdown, let's examine the Dylan velvet bridesmaid dress product page.
Right under the product name we have the price, listed in full and also in Klarna installments. Installment pricing can help you increase sales by spreading the cost of expensive items, making them more immediately affordable.
Good move, Revelry.
Consumers can select options like color, size, dress length, and delivery time via convenient, intuitive drop-down lists and radio buttons.
Moving down the page, we see a product description and more information about the dress. Finally, reviews provide social proof and a "More to Love" carousel suggests alternatives.
Music is a universal language and Skullcandy products make it easier to experience.
Take the brand's Venue noise-canceling headphones, for example.
Comfortable and carefully designed, they also include active noise-canceling technology to make harmonies easier to hear. We learn this information almost immediately because it's so clearly displayed on the product page.
Bright colors and cutting-edge graphics give this page a hip ambiance; easy-to-understand icons and single-sentence summary descriptions provide readers with snackable, scannable information.
Later on, a video shows the product off from all angles, turning it from a two-dimensional into a three-dimensional item. Scroll down a bit more and you get full-screen features and benefits.
Photographs, quotes, and tech facts promote Venue headphones as a viable (and trendier) alternative to a better-known noise-canceling brand. Reviews sit at the bottom of the page in centered format — and they look like album ratings.
Clever, and right on par with the record company vibe. Well played, Skullcandy.
Product pages sit near the bottom of your sales funnel, where they either compel visitors to make purchases or cause them to bounce right out of your site.
Great product pages include well-written and unique descriptive text, compelling images, genuine reviews, and a clear call to action.
Add a little flair of your own to all those page elements, and you'll bring your products to life. Don’t be alarmed if you see a spike in sales after optimizing your product pages! Good luck!