Creating High-Converting Product Pages

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Product pages being designed

Your product pages are your tickets to making a sale.

When building your eCommerce store, think of your product pages as the substitute for the enticing lights and ambiance of a physical store, plus the accommodation and knowledge of a sales assistant. Aside from being attractive and informative, your product pages should also give a complete and clear picture of your products.

A product page done right will enlighten shoppers about your offer, motivate them to purchase, and make that add to cart button irresistible. Read further to learn how you can create product pages that sell and find real product page examples from successful eCommerce stores. 

Table of Contents

Make that Sale: 10 Ways to Create Product Pages that Convert

1. Spice up your product descriptions

The product description is the life support of your product page. It should highlight the features and benefits of your product, without being too sales-y or too technical. 

It should also answer any questions and objections potential customers might have: What makes up your product? What are its benefits? Why should customers buy it instead of the alternatives? 

Part of driving up your store’s conversion rate is cooking up product descriptions with the right ingredients. Here are some of the things that make up a good product description: 

  • Detailed but concise copy
  • An enticing pitch that will hook your audience
  • Keywords to rank for search engines
  • Chopped down details for scannability (like this bulleted list)

2. Attract customers using product images

Product images are proven to “help increase buyer’s attention, trust, and conversion rates,” as reported by eBay Research Labs. 

Since eCommerce stores can’t provide a highly sensorial in-store experience, you can at least make up for it by appealing to your customers’ sense of sight. And what better way to let them view your products than by providing a gallery of photos? 

Make sure to use high-resolution photos that take the features of your products to the spotlight. Touch them up as needed, but avoid using filters that alter their real color or texture. 

If you want to take your product page up a notch, you may choose to add a 3D viewing feature to your product photos. This way, customers will be better able to manipulate the images, zoom them in or out, and view them from different angles.

After all, high visual control tends to inspire higher customer trustas revealed by a study published in the International Business Research journal.

3. Inform customers using product videos

Videos are a great vehicle to capture people’s attention and boost your store’s conversion rate. Many businesses use short videos to supercharge their ads. Plus, if done right, videos can encourage your store visitors to spend more time on your site.

With a video, you can highlight the features and specifications of your product. You can also include a quick tutorial on how it works and how shoppers can use it. It’s a great medium to distill information and answer your customers’ concerns in an instructive and engaging way. 

In a survey by Wyzowl, 83% of video marketers said that videos helped boost the average time customers spend on their page. Moreover, 94% said that videos had helped improve their visitors’ understanding of their product or service. 

Need more convincing? Martech Zone also said that with a video, you can improve your chances of being on the front page of Google search results by 53 times.

4. Optimize your page for mobile

Shoppers want their shopping experience to be fast and convenientwhich is where mobile shopping takes center stage. 

A report by Google says that 67% of mobile users are more likely to buy from a mobile-friendly website. Plus, in 2018, Google announced the use of mobile speed as a ranking factor on search results. These are more than enough reasons for you to optimize how your store works on mobile.

Some eCommerce platforms (like Shopify) are designed to be mobile-friendly from the get-go. But whichever platform you’re using, here’s a checklist that can guide you in making sure your store is mobile-friendly: 

  • Your website should have a responsive design (i.e. can adapt to any device and screen size).
  • Images and video sizes don’t slow down the site’s loading time.
  • Descriptions are in tabbed boxes.
  • Fonts are easy to read.
  • Call-to-action buttons are clear.

5. Show clear pricing information

Remember that you should always make your customer’s shopping experience as easy-breezy as possible. And part of ensuring that is to display your pricing. 

It’s one of the most important pieces of information on your product page, so make it obvious and easily detectable.

Below are some tips that you can follow to make your product price easy to spot:

  • Place the price near the product name or close to the “Add to cart” button.
  • Use a larger font sizeyou’d want this info to stand out! 
  • Use a different or contrasting color. 
  • Highlight any discount and show the amount that a consumer will save by buying a product. Display the original price next to the new and cheaper price. 

This product page of Marks & Spencer is a good example: 

See how your eyes automatically target the price? That’s because it has the biggest font on the whole page and is in bold letters, too. These are good practices for any product page.

6. Include shipping information

According to a study by the Baymard Institute, expensive shipping, taxes, and fees are the top reasons behind cart abandonment.

When unexpected costs pop up while a customer checks out their cart, they’ll likely second-guess if your products are worth it. Plus, they’d probably get annoyed and never visit your store again. 

It would be best if you clearly show shipping costs (including taxes and other fees) on your product pages. This way, shoppers are informed about the total cost of their order early on. This is also helpful if you offer free shipping and you want to use that to entice people to buy immediately.

An offer like “free shipping on orders over $30” is also great to add on a product page. Not only does it make it easy for customers to calculate costs, but it also encourages them to shop more items to reach (or even exceed) your minimum spend requirement for free shipping. 

Take a look at how ASOS highlights its free delivery offer in the image below. The “Free Delivery (Ts&Cs apply)” button has a drop-down feature, which details its terms and conditions and the total shipping costs that apply to a specific country and a specific type of delivery.  

7. Leverage your social proof

Social proof plays a significant role in turning lurkers into customers. Just consider how a long queue at a restaurant instantly piques people’s interest. That line of people is an example of social proof. 

People will naturally gravitate to where other people go. And in the case of eCommerce stores, consumers are more likely to purchase if they see others making that decision. That’s why reviews and ratings are so important. They don’t just tell you what your buyers think; they also tell potential customers why they should (or shouldn’t) buy from you.

A recent report from the Local Consumer Review Survey reveals that 87% of consumers read online reviews. So make it a point to grow your social proof and serve customers in ways that’ll inspire them to give positive feedback.

On some platforms like Shopify, you can install apps that will help boost your social proof and make it easy for customers to see product ratings, customer reviews, and even real-time updates on purchases. 

A pop-up on the lower left-hand corner can subtly alert customers when someone completes a purchase on the site. Not only does it create FOMO (or fear of missing out), but it reinforces a sense of trust in the brand, too. Someone else is buying, so I guess it’s safe for me to buy as well.

8. Recommend related products

Featuring related products is a practical scheme to promote upselling and cross-selling on your eCommerce site. And when customers add more stuff to their basket, it can lead the way to more sales and higher profit for your store. 

All in all, upselling and cross-selling through product recommendations keep customers on your site, creates a personalized shopping experience, and increases each transaction’s value. However, product recommendations aren’t a requirement for getting customers to convert. That’s why they’re usually at the near-bottom section of a product page. 

But when you can provide accurate, helpful, and exciting product recommendations, that can motivate your customers to add another item to their cart. Or, at the very least, they could keep visitors on-site even if they didn’t like the first product they viewed. 

Amazon is an expert when it comes to product suggestions. Just check out this example of their recommendations section: 

Like Amazon, you can offer creative product suggestions by packaging them as:

  • Top Picks For You
  • Similar Items 
  • Frequently Bought Together

You can also encourage visitors to create an account on your store. You could say that registering for an account will allow you to give them product recommendations that are more suited to their preferences. This could also make for a more personalized shopping experience and more ways for you to connect with your customers. 

9. Lead customers with a clear CTA

A CTA (or call to action) is a critical part of a customer’s journey, and your main goal is to get customers to click.

CTA buttons are like entryways for a transaction, so you have to make them as straightforward as possible. Common CTA examples are “add to cart,” “buy now,” and “proceed to checkout.”

The last thing that you want is for customers to have a hard time finding your CTA. Here are some tips to make your CTA pop out:

  • Place it in an easy-to-find spot. Below the basic product information or next to the product image is usually a good location. Your customers should be able to spot it in under three seconds! 
  • Direct your customers’ gaze towards it by using a bright or contrasting color. Make the button large enough to click easily, too. 
  • Use direct and action-oriented phrases. “Add to basket” or “Buy Now” are popular CTAs, but you’re free to spice these up as long as your desired action is clear. 

10. Enable social media sharing

It goes without saying that social media has a huge influence on consumers’ buying decisions. In fact, as revealed by Connext Digital, consumers are 71% more likely to purchase something based on social media referrals. 

When you enable social media sharing on your product pages, you increase the chances of gaining more traction and driving more traffic to your website. And we all know that every business can benefit from an extra push into the social media spotlight. 

So, make it a point to place the social share buttons strategically. They should be easy to spot without disrupting the shopping experience. You can also try A/B testing to locate the best position for them. 

Notice how Firebox places social sharing buttons after the product description and return information:

The buttons are hard to miss, especially with the contrasting colors that represent each social media platform.

eCommerce SEO Best Practices to Boost Your Product Page Ranking

SEO is an effective long-term strategy to generate leads sustainably. Optimize your product pages now by following these five eCommerce SEO best practices to boost your product page rankings and conversion rate:

1. Research keywords and implement a keyword strategy

Look for product-focused topics that people search for, and pick your keywords based on their relevance to your products and brand. Then, use these keywords to write or optimize your H1 tags, title tags, meta descriptions, and image alt tags.

It’s also a good idea to use long-tail keywords. These keywords account for 70% of all web searches. Plus, they generally have relatively low competition and are easier to rank for.

2. Write unique and concise copies

Don’t just copy your suppliers’ product descriptions. Instead, write copies that are fresh and easy to read. No need to write a novel here. Keep your copies short, sweet, and keyword-infused.

3. Include additional content

You could get a lot of value from providing more than what typical product pages offer (images, short descriptions, and pricing details). Consumers want to inspect products before they buy, so why not let them see as many details as possible through high-quality videos and images?

You could also include additional content, like customer testimonials and an FAQ section, that could motivate them to buy or address any concerns they might have. These content types aren’t just useful for customers; they’re also detected by search engines and will help your site rank high.

4. Apply product rich snippets

Product rich snippets allow you to display eCommerce-relevant information on search engine results pages. This information may include your product’s name, price, rating, number of reviews, and whether or not it’s still in stock.

Because people generally prefer to click on results that give them instant information, using product rich snippets can increase your store’s click-through rate.

5. Boost your page load time

No matter how professional-looking your product pages are, at the end of the day, it’s the fastest-loading store that wins. After all, convenience is one of the main reasons behind online shopping, so it makes sense that people will instantly exit from pages that take too long to load.

Fast load time helps improve users’ experience and reduce your store’s bounce rate. With that, be sure to check how fast your pages loadespecially on mobileand then optimize the speed as needed.

Get Inspired: 4 Prime Examples of Effective Product Pages

1. Lush - Educate & entice

Consumers look for a brand that can give them the highest value for their money. They’re after quality products, but they also want an overall positive shopping experience. 

Lush sets an excellent example of maximizing their product page to give consumers the whole package: 

  • crystal clear price info and CTA
  • a creative and illustrative product detail page
  • an informative section about the product (in this case, the ingredients list)
  • a set of visually-appealing media
  • a dedicated area for customer reviews 

2. Outdoor Voices - Simple, functional, and visually generous

Product photos are a 100% must-have. And as mentioned earlier, eCommerce retailers need to provide images that paint a realistic picture of their products. 

Outdoor Voices’ product page gives a good selection of product photos—from ‘How it’s worn’ photos to zoomed-in pictures that offer a closer look at the garment’s details. They also include apparel-appropriate information such as:

  • Size guide
  • Materials used 
  • Instructions for care 
  • How to style it

3. Glossier - Optimize every transaction

Upselling and cross-selling are effective ways to boost your customers’ AOV (average order value). By selling product bundles or recommending similar products to your customers, you can maximize the transaction and increase your sales. 

Glossier strategically highlights the savings that a customer can benefit from if they choose the bundle instead of buying a single product. It communicates to the customers that the bundle gets them more products and also saves them money. It’s a subtle way to upsell, but it’s still highly effective. 

4. Perfect Keto - Scannable and value-adding

An ideal product page is informative but scannable. Long descriptions are sometimes necessary, especially for high-ticket items. But generally, essays aren’t advisable for product pages. You’d want your pages to be informative yet easy to read. 

Perfect Keto takes the initiative to give neat product copy for curious and on-the-go folks. For brevity, bullet points are your best friend!

And remarkably, they also added a valuable touch to their product page by providing a set of recipes where their product can be used. 

Wrapping Up: Choose to Go the Extra Mile

You might be thinking that coming up with a good product page takes a lot of work. And you’re right—it does! No sensible customer will trust a subpar product page anyway. So choose to make a product page that can create a fulfilling and valuable transaction for both you and your customers.  

Follow this guide, take inspiration from the featured product pages, and formulate a product page strategy that will fit your online store the best. Test out different options, too. The goal here is to increase conversions and make lasting business connections with your customers. 

The results will reflect your well-informed efforts. So aim for the top and start making high-converting product pages today.

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