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A beautiful website and quality products will only get you so far in the increasingly competitive world of online commerce. Compelling copy, high-quality product images from multiple angles and in-depth product details empower customers to purchase a product they likely have never seen in person. It’s crucial that all these elements be present in addition to having a sleek overall design that matches your brand image for every single product that you offer online. Below you’ll find your complete guide for creating product pages that increase traffic, convert that traffic to sales and decrease your return rates.
Product Photos
Product photos are arguably the most important part of an online product page. They draw the visitor in and entice them to click on the product, which not only helps keep your SEO bounce rate low but also gets you one step closer to converting that traffic into a sale.
It’s important to start building a profitable product page with eye-catching images. If your product is tangible and not digital, you should aim to have several pictures that are easily scrollable. Each picture should show a different aspect of your product. Multiple angles are key, as are pictures of the product in action. A plain white background is the industry norm, from clothing to electronics. But for the best results, don’t stop there. Get up close and personal with your product and include zoomed in photos as well. This will give customers a real sensory experience; they will be better able to imagine what the product feels like in their hand, making the buy now button even more enticing. Customers should also be able to zoom in on any picture to get a closer look at all the details of your product.
Product Description
The description of your product should help to answer any question the buyer might have. Product dimensions such as size and weight may seem trivial, but again, they help the customer envision what the product will look and feel like in person. It’s also a good idea to have these dimensions listed in metric and imperial increments, especially if you get a lot of web traffic from overseas.
The best product descriptions are short, but not dry. Yes, you can describe the product logically and succinctly, but make sure the description applies to the customer, not to the seller. Notice how Samsung’s description for their smartwatch, the Gear S2 is as succinct as it is relatable. “Call, text, email, receive notifications and track activities directly from your wrist, Samsung Gear S2, a stylish 4G connected smartwatch is designed for the speed of your life.” It’s all about the customer’s needs, not a dry description of features and pricing. They do, however, follow up this copy with a call to action and a link to product reviews, two more aspects of a product that help fill that shopping cart and lead to sales.
Sizing and Options
Sizing guides are great for clothing and jewelry and should also be in both European and American measurements. Including original verbiage in your product descriptions is paramount for SEO purposes and, even if you have similar products, avoid copying and pasting product descriptions to multiple product pages at all costs. Google will not view your duplicate content kindly and your site could even be sandboxed as a result. If you’ve got three products in three different colors, offer your customer one product with three different options instead of three different products. Customers love options. Make sure you have pictures of all available options as well.
Keep It Clean
While all these elements must be present in order to create a compelling product page, the overall design and usability of the page is paramount. The Gear S2 is a great example of a user friendly design that is sleek and easy to navigate. Pricing is clearly stated, as are the terms for financing options. The very top of the product page features a banner that has their customer service phone number in eye-catching and on-brand signature pink, encouraging them to call with any further questions they may have; this helps to reduce return rates. They also offer many of their product details in easy to read bullet points, as well as offering features, reviews and accessories in easy to toggle tabs.
