The product page is probably the most important page for an e-shop. The product page is required to give the prospective buyer all the necessary information, but also to draw him/her in, so that he/she will act and make the necessary "addition to the cart".
If we look at the e-shop as a funnel, the product page is often the landing page, which a user will find either by navigating to the e-shop, or from an acquisition channel (social media, search, referrals).
In this article we're going to look at 8 separate tips for creating a perfect and efficient product page.
1. Write a perfect product title
A properly structured title helps the prospective client. The title of the product must have the right balance, so that on the one hand it is what the user is looking for, and on the other hand, it gives the information he needs. Brand- type- category: find the best way to structure your title, based on the way the user is used to seeing it on specific products. For example, in fashion e-shops consumers are used to always seeing the brand in the title.
Take into account in the product title how users search for the product. A keyword research will help you with this.
2. Give all the useful information
What would you say to the customer if they were in your store to help them buy? You should provide on the product page all useful content about the product, its description, features, price and possibly, instructions for use.
Enable both an advanced and a beginner prospective customer of the product to appreciate it.
Rich content about the product will also help you in the SEO of the product page.
3. Answer the customer's frequent questions
Quite mechanically, many times a prospective buyer wants an explanation. What is the right number for him? Is the product readily available? How much does shipping cost? Can he pay cash on delivery? Is it possible to return it? Is the product fit for purpose? Answering these and many other questions in simple and clever ways significantly improves the conversion rate of a product page. By solving the user's possible doubts you help him to press the "Add to cart" button more decisively.
4. Sell with the picture
The product photo alone can often sell the product, or the other way around, not sell it. Give a unique visual experience to the user with high resolution and quality photos. Offer the option of video or 360º , to give the user the ability to interact even more with your product. The visual presentation raises the value of the product in the eyes of the user, and gives them more positive stimuli to complete their purchase, because they imagine they already have the product.
5. Motivate appropriately
The product page must give the user the appropriate Call-to-Actions to take action. Of course, the "add to cart" prompt plays a dominant role here and must be clear and available to the user.
Easy "Add to Cart" is as important as the physical store customer being able to pick the product off the shelf and put it in their cart.
However, it is not just a buying prompt. There are always the Call-to-Actions of lower priority, but they play an important role in having an interaction with the user. Such are usually the: "add to favorites", "share", "ask about the product", "see reviews".
6. Make the customer feel safe
The user must feel safe to proceed with the purchase. Security has many approaches. We must be able on the product page to answer directly or indirectly to his possible fears:
- Is the product I see available?
- Is my transactions secure?
- Is it possible to return?
- Does the product have a warranty?
- Is it possible to pay in instalments?
The possible "fears" of the user certainly change by product category. For example, in an online clothing store, the user may not proceed with his purchase if he is not sure that the size he chooses is the right one for him.
7. Don't forget the mobile
Mobile users and mobile smartphone purchases are increasing every year. We are used to saying "mobile-first" a lot. The philosophy of "mobile-first" is that we have taken care of the appearance of our site with mobile devices as our first priority.
The mobile version of your product page must be functional, sharp and give all the information needed to complete the purchase, as if it were on your laptop.
8. Users want reviews
According to BusinessWeek, the 70% users consulted reviews before buying. Reviews of a product, many times sell themselves. Give users the opportunity to learn details about that product from other customers. It is the so-called User-Generated Content that always wins. To have reviews ask your customers to rate the products they bought.
Even if you don't have reviews, you can use a very good youtube video review. It's completely different from user reviews, but it can also boost the value of your product page.