How To Create A Compelling Product Page

Imgae of compuer and product page

Posted on 07/07/2021 at 10:00 AM

Do’s, Don’ts, and Best Practices

When it comes to web design and page building, the homepage gets a lot of attention. Much like the cover of a book, the homepage of a website should be a captivating ambassador for the other pages. But what happens after the homepage has successfully retained and directed a user toward a product page? The quality and organization of a product page should be at least as compelling as the homepage.

Here are a few ways that you can strengthen your product pages.

Quick note - these concepts also apply to service pages, or any page intended to convert users.

Visual Aids

Why ‘visual aids’ and not ‘pictures?’ Great question! While photos are the most common visual aid used on product pages, they are not the only option.

Photos

Photos of your product should be used to build confidence and clarity in the consumer’s mind. Images of the product should come across as purposeful and helpful, not obligatory. Three things to keep in mind for product images are:

Authentic

Edits should only be used to portray a clearer, more accurate representation of the product. Things like adjusting the lighting to make the object’s features easier to see, or retouch features to remove scuffs, dust, or glare. Despite the ever-popular “advertisement vs. reality” articles that circulate Facebook, most consumers have a keen eye for unrealistic or inauthentic photo editing.

Informative

Capturing products from multiple angles, on different models, or in different positions can help consumers imagine themselves using the product. In addition to multiple angles, having a size comparison or object for scale can be very helpful. Close-up images of the product features are also important.

Creative

Having a dazzling display of product features and colorful backdrops can be tempting, but in many cases - less is more. Any creative elements should direct the user’s focus toward the product. Creative imagery should also come after the product images have been made authentic and informative.

Video

Video content of the product can help the user get a better sense of what they are actually purchasing. By showing how the product can be used and its common functions, the user can determine whether the product is right for them. Adding a video of the product will answer many of the questions the user may have after reading the product’s description and seeing the visual aids.

Product Description

When describing the product, make sure to keep it easy to read, objective, and to the point. Using bullet points is a great way to describe the attributes of your product while also keeping the user’s attention. A well-written product description will be around one to four sentences long, consisting only of relevant information. Limiting the description to a short paragraph keeps the content concise and prevents redundancy. Make sure to continually update your product description so it includes the correct information, such as available sizes, colors, and styles.

Page Layout

Use a practical layout, so users who haven’t been on your website before are able to navigate their way around. A simple layout may include placing the product visual aid on the left-hand side with the description and ‘Add to Cart’ button on the right-hand side. This is a layout example that is familiar and easy to follow for most users.

Creating a sense of urgency, such as adding a sale countdown timer or a ‘Limited Availability’ description under the product’s quantity, is a great way to entice the user to buy the product immediately. Providing shipping information on the product page is another way to get the user to add the product to their cart. By providing them with this information on the product page, the user no longer has to travel to another page and may even be persuaded to add more items to their cart.

Include Customer Reviews

By including customer reviews on your product page, it can give the user another reason to buy your product. Customers trust other customers, so providing reviews is an easy way to boost your sales.

Promoting Your Page

Social sharing buttons are a wonderful tool for promoting your page. They give customers the option to show their recent online purchases on social media platforms such as Facebook, Twitter, Pinterest, and more. Make sure to do an A/B test, compare two or more versions of the same page or app to decide which performs better, on your business to determine whether this method of promoting your page will work for you. Social sharing buttons work best when your business has built an audience and has a large amount of traffic coming to your product pages.

In addition to social sharing, link sharing for text or email can be very helpful for users who want to share specific products with friends and family, without posting to social media. This is important to consider when building page URLs and aliases. Having a clear, concise, and shareable link can make all the difference for users that want to send products to friends.

Feature Recommended Products

If one of your goals is to get users to stay on your website longer, add recommended products to the bottom of your product page. By showing the user the other featured items the model is wearing, it may encourage them to ‘complete the look’ and add more products to their bag. One tip for recommended products is to shy away from providing products that look to similar to the one being viewed. By providing similar products, the user has to compare items, causing more thinking and confusion for the user.

Along with recommended products, adding a ‘Wish List’ option for users is another way to keep them on your website. This option allows customers to save products to their account to view later. A wish list is used by individuals who are interested in more of your products but don’t intend on purchasing them at the moment or are still deciding between a few favorites. It is a simple way to not only get users to spend more time on your website but also to get them to come back!