If you’re like many people, you’ve likely done a spot of online shopping in the past month. You might have visited a website, clicked on a product you liked, and then hesitated to hit the buy button. Maybe there wasn’t enough information, or the images weren’t clear enough, so you clicked away and found a different site. That brand just lost a sale.
Every e-commerce store needs a great product page. Let’s dive into some of the main features that make a product page stand out, plus some handy tips to get you started.
When you’re putting together your product pages, keep it simple and chatty.
- Talk directly to your customers with “you”, ‘you’re’ instead of “our customers.”
- Stick to plain language. Say “buy” instead of “purchase” and “get” instead of “receive.”
- Skip the abbreviations and go for “and” instead of “&” and “that is” instead of “i.e.”
- Try to avoid words like “can,” “could,” “might,” and “should.”
By keeping things direct and straightforward, your product pages will be easy to read and connect better with your customers.
Essential Features of a Great Product Page
1. Product Title
Your product title is a big deal. It should be bold, clear, and obvious, with a font that stands out. This is your first chance to grab attention and let customers know exactly what they’re looking at. Make it catchy and informative!
- Tip 1: Use keywords/phrases in your title that people might search for. This helps with SEO and makes your product easier to find.
- Tip 2: Keep it concise but descriptive—aim for 5-10 words that clearly describe the product.
- Tip 3: Avoid using jargon or overly technical terms that might confuse potential customers.
2. Images
High-resolution images are your best friends. Customers want to zoom in and see all the details. Show off your product from every angle, and include lifestyle shots to help people picture it in their lives. The more they can see, the more they’ll trust it.
- Tip 1: Include a mix of images—close-ups, 360-degree views, and lifestyle shots. More variety means more chances to catch the customer’s eye.
- Tip 2: Ensure your images are optimised for fast loading without sacrificing quality. Slow-loading images can be a drag for customers.
- Tip 3: Use consistent lighting and backgrounds to create a professional and cohesive look across all your product photos.
3. Video
Adding a video is like giving your product page a turbo boost. Videos can show the product in action and highlight all its cool features. It’s like giving customers a mini-tour, making them feel more confident about hitting that buy button.
- Tip 1: Keep videos short and sweet—under two minutes is ideal. Focus on demonstrating key features and benefits.
- Tip 2: Include captions or subtitles for viewers who might be watching without sound.
- Tip 3: Use high-quality production values but don’t be afraid to show a bit of personality to keep the video engaging.
4. Call to Action
Your “buy” button should scream, “Click me!” It needs to stand out, not blend into the background. Use a bright, contrasting color that catches the eye. Make it clear and inviting so customers know exactly what to do next.
- Tip 1: Add a sense of urgency with phrases like “Limited Stock” or “Buy Now” to encourage quick action.
- Tip 2: Position your call to action above the fold so it’s visible without scrolling.
- Tip 3: Test different button colors and text to see what converts best with your audience.
5. Size Guide
If you’re selling clothing, shoes, or anything where size matters, a size guide is a must. Help your customers find their perfect fit without the guesswork. A clear, detailed size guide can prevent frustration and keep them from heading to a competitor.
- Tip 1: Include measurements in both inches and centimeters, and provide tips on how to measure for the best fit.
- Tip 2: Offer a conversion chart for international customers to find their size easily.
- Tip 3: Provide visual aids or diagrams to help customers understand how to measure themselves correctly.
6. Product Description
Product descriptions can be a struggle to write. Your product description should be custom-written and not just a copy-paste job from the manufacturer. Make it fun and engaging, highlighting what makes your product awesome. Include all the important details like dimensions, materials, and benefits, and tell a story that connects with your customers.
But when you’ve got a ton of products, many of which are pretty similar, it can get tricky. Plus, you’ve got to think about duplicate content issues, canonical links, and 301 redirects – yikes!
The best way to dodge these headaches? Write really awesome product descriptions right from the start. Here are some things you should try and cover in each of your descriptions; Who, Occasion, Where, What for, Why, How, example.
So…Who would use the product? For what occasion? Where do they use it, and what for? Why do they use this rather than something else? etc.
- Tip 1: Use bullet points for key features to make the description easy to scan.
- Tip 2: Add a bit of personality and brand voice to keep it interesting and unique.
- Tip 3: Highlight any unique selling points or special features that set your product apart from the competition.
7. Reviews
Customer reviews are gold. They build trust and show potential buyers that others love your product. Sprinkle in some star ratings and glowing testimonials to give your page that extra boost of credibility. If you can score some video testimonials that’s EVEN better! People relate better to someone they are watching rather than just reading their words.
- Tip 1: Encourage customers to leave reviews by offering a small discount on their next purchase.
- Tip 2: Respond to reviews to show you value customer feedback and address any concerns.
- Tip 3: Highlight a few standout reviews at the top of the section to grab attention quickly.
8. FAQs
FAQs are a lifesaver for customers on the fence. Answer common questions right on the product page to make shopping a breeze. Address concerns about shipping, returns, warranties, and how to use the product. The easier you make it, the more likely they are to buy. Video FAQ’s can be really powerful as well. Same with the video testimonials, people relate better when they are watching something. Here is more info on getting your video FAQ’s up and running.
- Tip 1: Update your FAQs regularly based on customer inquiries and feedback.
- Tip 2: Keep the answers clear and concise for quick reading.
- Tip 3: Group similar questions together and use headings to make the section easy to navigate.
Putting It All Together
By adding these must-have features, you’ll create product pages that are not just visually stunning but also packed with all the info your customers need to make confident buying decisions. Imagine your customers browsing through your site, finding everything they need with ease, and feeling great about hitting that “buy” button. That’s the power of a well-crafted product page.
Get these essentials in place, make your product pages truly shine, and watch your business grow! You’ve got this, and I’ve got your back.
