A good product page is what can make or break an online store. It’s where the sales are made. This is the page where your visitor has decided to come to consume content about your product – and decide whether they will purchase it or not.
Chances are, you’re going to be sending a lot of people to your product pages, and that why it needs to be convincing: showing all the key benefits, how the product is going to solve the customers’ problems or improve their life.
While the best improvements usually happen over time – by listening to your customers, getting to know why they actually buy – there’s often still plenty of tweaks that can be made proactively.
The quality of your product pages is going to strongly impact all of your online store’s marketing efforts as well, so it’s definitely worth putting in the time.
Here’s a list of improvements you can start implementing right away:
1. Use high-quality product images
This might sound like a no-brainer, but so many store and brand owners still use low-resolution pixelated images or photos that they’ve taken with their phone.
When it comes to online shopping, one of the big reasons why people buy is based on what the product looks like. Don’t cheap out on the presentation!
Also, a high-quality product image doesn’t mean it has to be a focus shot in a studio setting.
Here are some ideas to bring a variety to your product images:
- Show the product from all 6 angles
- Add lifestyle images
- Add a 360° shot
- Add an image with measurements (if it makes sense)
(Bonus tip: add a couple of images that show the product in action. This stimulates the visitors to imagine using it themselves.)
2. Write in-depth product descriptions
People often do good research on the product (and the store) before spending money online. Oftentimes, stores forget to mention crucial facts on their product pages, just because they feel self-explanatory.
When writing product descriptions, use different headlines, bullets, and more importantly, try to give as much information as possible. Some people will consume a lot of content when they are interested – and leave when they don’t get the information they need. You want to cater to both short- and long-copy readers because the short copy people will purchase regardless.
You could also beef up your product descriptions by adding small infographics, helpful icons, and GIFs – anything that makes the information easier to consume.
TIP: sort your frequently asked questions by specific products, and add answers to those on your product page. This way you’re going to be proactively answering the questions that might be in your potential customer’s head. Your customer service team will thank you for it!
3. Add a product sales video
Video marketing used to be the future, and now the future is here. According to a study by Cision, 96% of all consumers find videos helpful when making purchase decisions online.
Video gives you an infinite number of possibilities to showcase your product, and also add in social proof.
Here are some ideas to make a great product video:
- How It’s Made: Unravel the curtains by showing your customers how your products are made.
- Product Demo: Show your customer what your product is and how to use it. According to the same study by Cision, 73% of all consumers are more likely to purchase after watching videos explaining a product or service.
- Look book: Show your audience different ideas on how to use your product or showcase a new collection.
- Influencer First Impressions: These have become popular in the last years, especially due to the social proof element they provide. Also make sure to explore different formats, like unboxing style videos, etc.
- Customer Stories: Sometimes you might be able to convince a happy customer to create a testimonial with your brand. Testimonials are a great way to display how your products help people achieve certain results or overcome problems.
- Brand causes: Is your product tied with a bigger cause? You can use that topic to help create a great product video, by showcasing the good deeds at the same time.
So, if you can, definitely invest in a good product sales video. It could be the missing element you need to take your product page to the next level.
4. Make shopping easier by having clear CTA-s
You’ve gone through all the hoops to convince your visitor to make the purchase and now it’s crucial to make the process as smooth as possible. Remember, attention is the most valuable currency on the internet – you don’t want to miss the opportunity when your potential customer finally decides to buy.
Try doing a conversion rate optimization test by placing the add to cart button above the fold both on desktop and mobile. Depending on your target audience, it might give your product page a small bump in conversion rate.
Bonus tip to test: Add your USPs (unique selling points) in image format under the add to cart button – this makes some people more confident about clicking the button.
5. Make sure to add Reviews, Q&A, and user-submitted content
This is what makes Amazon so great. Quite often people tend to read the reviews before even consuming the main product description.
If your product doesn’t have any user-submitted reviews, add testimonials and reviews from other sources as a part of your product page. To get more user-submitted reviews, it might be a good idea to incentivize your customer either on the product page or in a post-purchase email.
6. Use a Live Chat plugin
There will be customers who won’t make the purchase before getting answers to some extra questions about the product, delivery, ingredients, etc. According to this study by Econsultancy, live chat has the highest level of customer satisfaction out of all customer service channels (73%, compared to 61% for email and 44% for phone).
In the study, customers said that they mostly prefer live chat because they get their questions answered immediately and because they can multi-task at the same time.
If your store has high traffic levels, it might make sense to only implement manual customer service on certain pages or during certain periods (holiday peak periods, for example).
Live chat also has the added benefit of showing your visitors that you’re easily accessible, adding trustworthiness to your store.
Implement these ideas in your store and I’m absolutely confident that you will be able to squeeze more sales out of your traffic.
7. Add badges and make sure that your guarantees are prominent
If your product has been given seals of approval or endorsements, then you should make sure that your visitors see them. This can be a quick and effective way to establish social proof.
Make sure that you also display any certifications you have, especially regarding legitimacy or safety. While it can be easy to write these things out, badges can stand out more and convey information faster. Note that you may need permission or an official certificate to use specific seals or badges on your website.
Another benefit of these badges can be that they quickly help customers solve their biggest concerns about the product (e.g., if the customer needs a gluten-free product).
The process of improving your product pages shouldn’t be a one-time thing – it should be a part of your regular activities with your online store.
Go through each of these points and think about what could be improved in the given area. Analyze your website traffic (using a heat-map for example) and try to understand where your customers could be getting stuck or what kind of information they might be missing.
Fill each of those areas in, and you’ll have a high-converting product page in no time!