Your product pages are one of the most important parts of your ecommerce website. Done well, they work to attract your audience and convert more customers.
Why? Because they give buyers a clear, complete picture of your product – so they can decide if it’s right for them. To do that, you’ll need to combine an attractive design with informative content, to deliver a digital experience that makes clicking ‘Add to cart’ irresistible.
While there’s no magic formula to creating a captivating product page, there are many elements that can make it stand out. And you can start with this handy list of 10 easy ways to create high converting product pages:
1. Product description
A detailed product description is essential to converting customers. It should highlight the main benefits and features and include bullet points for easy reading. Combined with keyword-centric copy, this can help you rank higher in search results.
If your online store has thousands of products, it can be challenging to come up with a vast volume of unique descriptions. But if you don’t, you might miss out on sales – and a top search ranking. In fact, Google could penalize you for duplicate content and knock your site down the list. So it’s crucial to create an engaging description for each product. Just be sure to make it original (don’t copy it straight from the manufacturer’s site), keep it interesting, and avoid overusing keywords.
Product descriptions that are concise, scannable, and use plain, neutral language, have 124% better usability. Here’s an example of a well-written product description that engages buyers:
2. Product images
Images attract attention. And a whopping 92.6% of people said visuals had the biggest influence on their decision to buy.
So be sure to use high-resolution photos, taken on either a DSLR camera or smartphone. Invest in proper lighting, mirrors, or white paper, to splash light onto the product from all angles. Then adjust the contrast or lighting settings, to enhance the image quality.
Avoid using filters, so buyers can see exactly how your product looks. For consistency, consider using a white background. This also makes your images easier to edit and distributes light more evenly.
Images should be big enough to clearly see the product, with an option to zoom in for a closer look. Include photos of the product from every angle, and consider showing how other people use it in real life. Also, remember to optimize your images for better page speed and SEO.
3. Product videos
Many leading ecommerce businesses use product videos for better conversions. They help users see a live demo and encourage more time on site, increasing engagement. Videos can even help grow your audience, with metadata securing better search rankings and indexing.
In fact, video can improve your odds of a front page Google result by 53 times. It’s also easily shareable on social media.
The thumbnail is the face of your video, and so is fundamental to getting more views. You should also take care of the video length, as users have short attention spans. You don’t want a bad bounce rate impacting your search rankings.
Take a look at the below demo video for the Kelty Linger Side Table, which combines a product description and how-to guide – everything needed to decide to buy.
Consider color psychology when designing your CTA, since some shades evoke certain emotions and perceptions. For business software company SAP, orange CTAs boosted conversion rates by over 32.5%.
The button should grab attention and spark a sense of urgency, with copy like ‘Buy Now’ to encourage more clicks.
Firebox places a big button just below the product name and price. This attracts the eye and contrasts well with the surrounds. And because the button is beside the image, shoppers can easily click to see if it’s what they want.
5. Customer reviews
63% of customers prefer to buy from ecommerce sites with product ratings and reviews.
These help build confidence in your products and convey transparency. Plus, positive reviews convert more customers and boost sales.
To collect reviews, start sending personalized emails to happy customers. As an added incentive, you could offer a discount or giveaway. Some apps automatically ask customers for reviews after they buy, making it easy and effortless to add social proof.
If a customer sends a negative review, it’s always best to handle it with professionalism and courtesy – and make an effort to solve their problems. The way you handle negative comments can boost buyer confidence.
Recommending related products can help customers compare or combine items. You can either promote a pricier product or suggest one that complements their order.
It’s worth prioritizing up-selling and cross-selling when shoppers are ready to buy. Suggesting other products can lead to better engagement – and happy customers who get what they want. In fact, 35% of Amazon sales and 75 percent of Netflix sales stem from product recommendations.
Ensure the related products are easy to navigate and presented clearly. Sierra Designs does this well:
Notice how the section is positioned below the chosen product, with features and customer reviews displayed discreetly.
7. Shipping information
Shipping and handling fees play a big part in cart abandonment. In fact, unexpected shopping costs prompt 25% of shoppers to walk away. That’s why it’s important to highlight shipping costs on your product page, so customers know what they’ll pay before placing an order.
Copy like “free shipping on orders over $50” makes it easy for customers to calculate costs without clicking away from the page.
ASOS also has a ‘free delivery & returns’ link that drops down to show shopping options.
Promoting free shipping can also entice buyers to add more products to their cart.
SEO is proven to boost traffic and leads, especially when you consider 44% of online shopping starts in search engines. Make your product page SEO-friendly by adding keywords to the title and body copy. The title should also feature popular search terms, and describe your product in 60 characters or fewer.
The title in the first example below is 60 characters long, so it’s easy to read. But in the second snippet, Google has truncated the title as it’s over the limit.
Start with searchable product names, and try to use long-tail keyword phrases on the product page. The URLs should also be short and succinct, with just enough detail.
Be sure to optimize page metadata and images – and include descriptive key phrases in the image alt text to boost your organic ranking.
Internal links to related products and pages also help with rank. And generating backlinks from authoritative sites to your online store will score points with search engines.
You should also choose an uncluttered design that loads quickly, since slow page loads can compromise conversions and impact your SEO.
9. Mobile optimization
Incredibly, 67% of shoppers are more likely to buy from a mobile-friendly website. Plus, Google prioritizes its mobile algorithm.
Both are good reasons to optimize your product pages for mobile. They should be fast to load, easy to navigate, and have fixed menus and properly placed images. You can also offer a phenomenal shopping experience with prominent images, descriptions in tabbed boxes, easy-to-read fonts, and clear call-to-action buttons.
Check out Fallen Hero, whose mobile-friendly site features big images and well-designed product listings:
Individual product pages – such as the cardigan below – shows the product in greater detail, with a simple swipe to see it from other angles.
Scrolling down then presents clear options to choose the size and color.
People spend less time browsing and reading on their smartphones, so images play an even bigger role. Make sure your images are visible and quick to load, to provide an alluring mobile shopping experience.
10. Social sharing
34% of online shoppers said social media influences what they buy. That’s why you should display social sharing buttons on all product pages – so shoppers can share your wares with their network, and you get more traffic. Try to make the button eye-catching without distracting shoppers as they browse. And consider A/B testing to pinpoint the best position for social links.
Notice how Designboom places social sharing buttons on top of the image. They’re hard to miss, but also don’t look out of place.
It’s best to only use social buttons relevant to your business. For example, a Pinterest button is perfect if you sell jewelry – but perhaps less important if you sell software.
Also, remember social proof in the form of likes and shares can spark more trust in your products. You can also add a unique hashtag to your products, so they’re seen by more people across platforms.
By following these steps, you can create perfect product pages – to give customers a memorable shopping experience and bring in more sales.
Remember: your product pages should answer customers’ questions and show them the value of your products. By focusing on the user experience, you can enjoy higher conversions. And you can use analytics to track your results along the way.
Complete Guide to Marketing Automation for Ecommerce
Want to scale your ecommerce business, sell more products, and turn your customers into brand advocates? Interested in how to run onboarding, post-purchase, win-back, re-engagement, or customer success campaigns? Then wait no more and get this guide to learn how marketing automation can help you achieve your business objectives.