Key Points:
- The purpose of product pages is to help the customer decide whether to make a purchase (or not)
- To create a product page, you’ll need to have stellar visual content - which includes an excellent range of product photography and perhaps a video or two
- Creating urgency can increase sales by a whopping 332%, so market your product with words like “limited stock” or offer limited-time discounts to encourage customers to make a purchases now
As an online retailer, your main goal should be to encourage conversions and get sales. Your entire eCommerce site should be built with that goal in mind. While your homepage and site structure should begin setting the foundation for this, it’s your product pages that are the main factor. Think about it - all the best eCommerce shops also have some of the best product pages around that keep customers coming back for more.
But what makes these pages so good and so effective? Of course, design and layout are important. But, there are so many more things that go into creating a compelling page for your products, and it’s important that you understand all these factors so you can create a product page that works for your specific industry and items.
You may not realize just how many customers base their purchasing decisions on how you present your products online, so let's make it crystal clear. A OneSpace study noted that 87% of customers consider product content important for making a decision, while millennials are 40% more likely to be influenced by it. Another important consideration is that good product content makes you more visible in search queries, and the top three results on a search inquiry get 70% of clickthroughs and 30% of conversions.
Table of Contents
What Are Product Pages?
These are pages on an eCommerce site that provide details on each of a brand’s particular products. Generally, you’ll find a wealth of information and photos of the product, such as size and fit, suggested usage, and materials.
The purpose of these pages is to help the customer decide whether to make a purchase (or not). This is your chance to convince them to hit “buy” rather than abandon their cart. So, a good rule of thumb to remember is: the more detailed and precise the content on these pages is, the better your chances of conversion and sales will be.
How Do They Help eCommerce Businesses?
Obviously, the main benefit of having great pages for your items is that you’re more likely to get higher conversions and sales. But, there are plenty of other ways that they can help your business, such as:
- Lowering product returns
- Creating brand awareness
- Making your business more visible in online search results
- Discouraging cart abandonment
- Being useful for social media marketing
So How Do You Make A Good Product Page?
To create a product page, there are certain things you’ll need to do. You’ll need to have stellar visual content - which includes an excellent range of product photography and perhaps a video or two. Clear, detailed written information is also crucial so that potential customers can get a clear overview of the product - don’t forget, your content should also be easy to understand.
Understanding your audience will also help you figure out how best to present your products to them and decide exactly what elements you need on your pages. Below are a few basic elements that every product page should have:
- A variety of clear, high-resolution images.
- A detailed, precise product description written in easy-to-read language.
- Information such as colors, sizing, fit, materials, and (of course) pricing.
- Manufacturing and development information - for example, some people prefer to buy cosmetics that haven’t been tested on animals, so you should mention this.
- A standard eCommerce store layout that’s easy to navigate and make purchases on.
- Social media sharing buttons.
- Obvious call-to-actions such as “buy now.”
- Customer reviews about the product towards the bottom of the page. These independent reviews carry a lot of weight for potential customers and can do more for conversions than any basic marketing strategy - in the business, we call this social proof.
How Do I Optimize Product Pages?
So you think you’ve already got some pretty enticing pages for your products? Good for you. What you should be asking yourself is, are they bringing in sales? If the answer is no, you may need to take a look at optimizing them. Luckily, there are a few quick fixes for this, such as:
- Get your page to load faster by compressing large image and video files.
- Use engaging (but precise) titles.
- Make sure all your call-to-action buttons are prominently displayed and easily accessible.
- Add more details about your product.
- Add social media buttons if you don’t have them already.
- Check that your pages are mobile-friendly.
- Improve your product descriptions by making them more engaging.
10 Tips For Creating High Converting Product Pages
Ensuring that you’ve got compelling product pages should be a big part of the eCommerce optimization strategy for your online store. This will help both you and your customers get the best out of your website. Here are a few tips for creating pages that will convert:
- Focus on the user experience - make it interesting but easy with a simple, organized layout with plenty of content and information. If you’re struggling, pick a good product page template from your shop platform.
- Product images should be clear and of high resolution. They should also offer different perspectives and detailed views of the product, and if possible, a personalized experience. Customers should be able to zoom into images or see the product in different colors.
- Create a branded page that helps explain your brand values - since many customers land directly on a product page and may not have much context about the brand, this is an opportunity to tell them a compelling story about your brand to encourage them to buy.
- Use exit intent popups to encourage customers to make a purchase before leaving your site - offer discount codes as an incentive.
- Display similar products to capitalize on upselling and cross-selling opportunities.
- Create trust with clear return policies that customers can find easily.
- Optimize your page’s URL so that search engines see your page as more relevant - include a product category, for example.
- Create aspirational content - show how your product can make your customers’ lives easier or solve their problems. This is what we call a value proposition.
- Create a sense of urgency - creating urgency can increase sales by a whopping 332%, so market your product with words like “limited stock” or offer limited-time discounts to encourage customers to make purchases now.
- Include relevant shipping information like “free shipping over $60” so customers are more likely to go ahead with their purchase without navigating off your page.
5 Brands With Brilliant Product Page Examples
Before you begin working on your product pages, you should do a little research to see what other brands are doing. This will help you get a better sense of best practices and what you may like and dislike as a customer. Here are five brands we think have created fantastic product page examples - and have the sales to back that up:
- LUSH: This natural cosmetics brand ticks all the boxes with customer reviews, detailed product and ingredient descriptions, and clear call-to-action buttons.
- United by Blue: The pages on this store of sustainable travel products drive conversions with great photography, a useful sizing chart, informative manufacturing and material descriptions, and similar products at the bottom.
- Allbirds: To sell its innovative shoes, this store uses customizable color palettes, great lifestyle photography, in-depth descriptions about the materials, and information about their products’ benefits.
- Leesa: This foldable mattress company has well-organized product pages that use urgency (only 9 left!), shipping offers, upselling, and customer reviews to encourage conversions.
- Manitobah Mukluks: This Canadian brand produces winter boots inspired by Indigenous heritage. Their branded pages celebrate their background with extensive information about how their heritage inspires these boots, and also incorporate SEO-friendly URLs, clear calls-to-action, and shipping and return information.
Gain More Sales With Shop Pages That Showcase Your Products
Your product page is essentially your last chance to convince someone to make a purchase on your store. That’s why it’s so important to have one that goes all out on giving them the information they need and soothing any fears so that they’ll go through with their purchase. It’s just a good eCommerce optimization strategy.
Of course, once your store is ranking for having some of the best product pages around, Easyship can help you take care of fulfilling all the orders that will start flooding in. Sign up for a free account now to get access to over 250 courier solutions, automated labels, branded tracking, and more!
