Product Page of eCommerce Website – What to include
If you have an online business website, product pages are a moment of truth for your business. They either make your visit a customer or not. That’s is not new information. Everyone knows that successful product pages are crucial to successful websites. Why are there so many bad guys?
Every visitor who lands on a product page has incredible difficulty and money to get there. The product sheet isn’t the time to waste that hard work. Your job is to create a user-friendly interface that gives the visitor what he needs to become a customer.
To combat these less attractive statistics, you need to offer your customers the most convenient payment method. Here are our main tips on the product page.
Why is a product detail page so important?
Your marketing plan must include a well-designed product description page since this is the page that converts visitors into customers. Giving customers more details about the product they are interested in is crucial; otherwise, how would they know what size it is or what features it has?
Customers will be more dubious about your products if you don’t have an ecommerce product description page, and they could decide not to add anything to their online shopping carts.
98 percent of consumers, according to Shiprocket, stop making a purchase if the product information is unreliable or inaccurate. Not to mention, thorough product descriptions reduce the possibility of client complaints and returns.
The ultimate objective is to provide consumers and potential purchasers with all the information they require to make an informed decision. We’re discussing particular product information, advantages, key characteristics, social proof, and more, which we will go into more depth about below.
You must get the essential elements of your product description pages perfect because they are a crucial page for initiating the purchasing process and generating sales.
Seven tips to Product Page Success
This article has seven tips for creating store product pages that lead to the top tier. These are the basics that have to be applied and tweaked regularly.
Tip#1: Focus on Your Product Name & Descriptions
When crafting product descriptions, it is crucial to include relevant details to help buyers find the products easily. However, the primary focus should be on highlighting how the products will benefit the consumers. Understanding your audience is key – their needs, problems, desires, and the language they use to express them. Your product descriptions should be tailored to address their needs, concerns, and wishes.
Rather than simply listing features like size, weight, or battery life, emphasize how these features positively impact the buyer’s experience. For example, instead of stating “This smartphone has a large battery that lasts for 12 hours,” you could write, “Stay connected all day without worrying about battery life, thanks to the long-lasting 12-hour battery.”
To effectively appeal to your audience, consider the following tips when writing product descriptions:
- Address Pain Points: Identify the common challenges or problems your target audience faces and explain how your product provides solutions. For instance, if you’re selling skincare products, highlight how they can help combat specific skin issues like dryness or acne.
- Showcase Benefits: Clearly outline the benefits of your product and how it enhances the buyer’s life. Whether it’s increased productivity, improved comfort, or saving time and money, make these advantages evident.
- Use Relatable Language: Speak the language of your target audience. Use words and phrases they use to describe their needs and preferences. This builds a connection and shows that you understand their concerns.
- Create a Story: Craft a narrative around your product to evoke emotions and engage buyers. Paint a picture of how their lives will be enriched by owning the product.
- Use Social Proof: Incorporate customer reviews, testimonials, or ratings to reinforce the value and quality of the product. Positive feedback from others can instill confidence in potential buyers.
- Focus on Unique Selling Points (USPs): Highlight what sets your product apart from competitors. Whether it’s superior performance, innovative design, or eco-friendly features, emphasize these USPs.
- Keep it Clear and Concise: While you want to showcase the benefits, avoid overwhelming the reader with excessive information. Use clear, concise language to communicate the key points effectively.
Remember, effective product descriptions are not just about providing information; they are about connecting with your audience and persuading them to make a purchase. By addressing their needs and desires in your product descriptions, you can create a compelling story that resonates with potential buyers and drives sales.
Tip#2: Optimize Your Product Feature Image
The most crucial element in designing e-commerce product pages is your functional image. It is a medium to long eye view of your product. Imagine what a page about a commercial product might look like with a poorly lit and pixelated image, or even without a picture!
Would you trust a business that cannot photograph their products properly?
Your main image can excite or scare visitors as it gives them a first impression and helps them decide whether to keep looking. A sanded image with a white or light background, a perfectly centered image, and smooth shadows or no shadows work best.
Tip#3: Add Product Video
Video plays a vital role in converting businesses online. Since buyers cannot physically examine an item in online stores, they can only trust visuals. A product video helps potential customers understand the product better.
The importance of product videos is reflected in the fact that 92% of shoppers say pictures influence their buying decisions and are likely to be purchased by around 64% of users after watching a product video.
WooCommerce Product Video
The WooCommerce Product Video Plugin allows you to add videos to product pages. The product’s video plug-in can transmit incredible information very quickly.
When you showcase your product in videos, customers get a lot more information about what it looks like. You can also find an emotional response and subconsciously tell customers how they feel about it.
Buyers of online stores are very concerned about the quality of products when buying online. They are not sure if the product meets your expectations.
The WooCommerce product video removes your doubts and trusts the quality of the product. That’s why shoppers feel more comfortable shopping after watching a video. It enhances the awareness of the brand. People understand that a company is reputable and not a scam. The higher you gain their trust, the more sales you will make.
Tip#4: Show Clear Pricing
Where is the price on your product page? Above the brochure
Prices should always be marked at the top of the page – don’t let buyers find out how much your products are worth!
No one buys a product without knowing in advance how much it will cost. It is therefore recommended to place it at the top of the page. Usually, it would help if you put the product name or the Add to Cart button.
No matter how good quality your products contain, people, want to know the price before buying it. So it is wise to show the prices on the product page as clearly as possible!
Tip#5: Think Speed
Food sheets should be fluffy and responsive. Weak hands can destroy self-confidence and increase impatience. Both become killers. Avoid overly styled pages as they load quickly and respond even faster. Nordstrom is an example of a website doing serious work on a product page.
Tip#6: Create Persuasive Calls-to-Action
Call-to-action buttons are the primary part of a customer’s journey from the point of view to purchase. The primary purpose of your product page is to get customers to click on your call to action. So it’s worth taking the time to fix it.
Without a call to action, shoppers cannot add their favorite items to their cart, which means you will lose their purchases – which is not ideal for making a profit!
So your call to action must be at the top of the page – easy to see, easy to click, and easy to understand.
The reality is that people trust their peers more than companies, advertisers, and marketers.
Vendors plan to sell products that are more likely to mitigate benefits and alleviate problems. Colleagues tend to focus more on discussing products.
That’s is why social proof, such as customer reviews, is so important. The commonly touted statistic is that user reviews are twelve times more potent than marketing claims.
And while the number itself may not be exact, customer reviews are essential for every eCommerce page.
Tip#8: Turn One-Time Shoppers into Loyal Customers
Lastly, conversions only go so far in e-commerce. Lots of products are affordable so in order to gain ROI from your marketing efforts there needs to be a large sum of transactions that occur on a regular basis. All e-commerce marketers should be thinking of ways to make their customers come back time and time again.
Haase told me about one of his largest e-commerce clients, “The number one thing they spend their time on is tactics to make people come back. This is their job,” says Haase. “How can I get someone to buy more stuff? You need to answer that question, which comes down to your own creativity and strength of your business.” Haase recommends trying to build a relationship with each and every customer through new, interesting, and fun experiences.
One company that Haase recommends learning from is BetaBrand: “They’re always coming up with new campaigns. They also know their persona and know what they’re looking for. Unless that’s happening, none of your marketing is going to do anything.”
Even just visiting BetaBrand’s site for the first time it’s clear that they do a lot of marketing to not only engage with their current customers but also gain new customers through creative tactics. See the example below where they’re giving customers a $25 credit for each friend they refer to, as well as the new customer $25 off on their first purchase.
Tip#8: Test and Optimize
Once you have implemented some of the product page elements mentioned earlier, you can proceed with A/B testing to determine the optimal format for increasing conversions on your pages.
At a high level, the conversion rate optimization (CRO) process should follow these principles:
- Be Data-Based: A/B testing should always be data-driven and not based on random choices or gut feelings. Utilize data from analytics, heat maps, and user testing to identify the areas with the most potential for increasing the conversion rate.
- Formulate Hypotheses: Based on the data, create hypotheses about which elements or changes might improve conversion rates. Test these hypotheses through A/B testing and statistically evaluate the results to make informed decisions.
- Be Structured: Start with the areas that have the highest potential for improving conversion rates. Test one element at a time, evaluate the results, and make necessary adjustments. Then move on to the next most important area and repeat the process.
- Be Iterative: Conversion rate optimization is an ongoing process and not a one-time activity. After identifying a winning variation in an A/B test, conduct another A/B test where the winner is compared to another potential optimization. The more you iterate and refine, the more you will see your conversion rate improve over time.
By following these principles, you can continually optimize your product pages and enhance the user experience, leading to higher conversion rates and improved overall performance of your e-commerce website. A/B testing allows you to make data-driven decisions and ensure that your efforts are focused on the elements that have the most significant impact on conversions.
FAQs on Product Pages
What is a product detail page (PDP)?
A PDP, or product detail page, is a web page on an e-commerce website that offers details about a particular product.
What are PLP and PDP?
An individual product’s details are included on a Product Detail Page (PDP). All the items that fall under a certain category or those that have been sorted are simply listed on a product listing page (PLP).
What makes a great product page?
A excellent product page will have all the details a user is searching for, presented in an interesting and clear manner. For more ideas, see our template below.
Putting it All Together
Product pages can create or destroy your sites. As a UX specialist, you need to create an experience that turns as many visitors as possible into customers. Trying and testing these seven tips will help you identify the best conversion drivers on your website’s product pages.
Do you still have any useful tips or websites with high-quality product pages? Let us know in the comments. If you tested any of these tips on your website, come back and let us know how they worked for you. We hope you find that conversions increase with customer satisfaction. Mission accomplished!