Product pages are the big decision makers for your potential customers. Once they’ve heard about your brand and visited your social media pages, the product page is where they finally click that all important “Add to Cart” button.
Crafting the perfect product page is one of the most valuable things you can do for your online store. It’s your opportunity to really sell your products to customers and convince them to take a shot on your brand. With that said, let’s check out the 4 must-haves on any product page to put you at the top of your game.
1) High Quality, Varied Photography
It might seem like the name and description is the most important part of a product page, but photography can seriously affect a customer’s decision to buy. 75% of online shoppers say they rely on product photos when deciding on a potential purchase.
Low resolution, unclear, or busy images of products can be off-putting for customers. If they can’t see the product, how can they know if they’d like to buy it? Moreover, if a brand can’t take decent photos of their own product, it lowers the confidence a customer has in that brand. If you’re doing your own photography, check out this blog where our resident master photographer Angie wrote about how to take killer product shots.
Offering a few different photos of each product can go a long way in helping a customer make a decision. This is important for a whole variety of industries including apparel, make-up, consumer tech, subscription boxes, and more. Curate your images carefully, try to choose no more than 4 really great, varied photos to showcase your product.
Potential customers often wonder what your products look like in real life. You will of course take fantastic, high quality photos of your products that only show them in the best light, but previous customers’ photos give a more realistic view of your products. If you have a selection of these photos, consider creating a customer gallery for the product, or include one or two as part of your image selection for the page.
2) Clear Call-to-Action
This might seem obvious after all every product page has a call-to-action, right? While it’s true that every page features one, not every page features it prominently or clearly enough. Your product page’s goal is to get that customer to buy the product, so your CTA has to be optimized. Make sure the page isn’t cluttered, and it’s clear which button is the CTA to add the product to their cart. You can do this through its position on the page, the colour of the button itself and its background, and even through your word choice for the CTA itself.
3) Detailed Descriptions
When we say detailed, we don’t necessarily mean long winded. In fact, a super long product description makes it more difficult for the customer to glean the information they need. But you need to give the customer enough detail to answer any questions they might have about the product. If they can’t find the answers they need, they won’t buy it and may look elsewhere. Give a short blurb about the product, then include some additional details. Some details you may want to include:
- Materials used
- Size specifications
- Model measurements (if it involves clothing)
- Customization options
- Colour variants
- Answers to any previously asked questions
The more questions you can answer on your product page, the more confident your potential customer will be in hitting “Add to Cart”.
It’s a good idea to split your product description into two sections. Write a short teaser that gives the customer enough information they need to make a purchasing decision. This should appear above the call to action. Next, write a longer description that will appear below the “Add to Cart” form where customers who want to learn more will have an opportunity to do so.
4) Social Proof
Did you know that over 70% of online consumers check reviews before making a purchase? Think about how often you’ve read a review that’s made up your mind on a new product!
Customer reviews are one of your most powerful sales tools - it gives your brand and products credibility and builds consumer trust. As with product photos, your description of a product will portray it in its best light, but your customers aren’t obligated to leave positive reviews. Showcasing all those glowing recommendations from real customers right on the product page will help to seal the deal for potential customers looking for that last little bit of encouragement.
Building the perfect product page is all about finding that sweet spot where your products look great, sound great, and are proven to be great. Your products and brand will grow and change, and your product pages can evolve and change to suit your goals and positioning as time goes on, but nailing these four elements will make sure you’re off to a flying start.
Check out some of our other blogs to help you optimize your website: