The product page is the most vital page for an eShop. It comes to providing potential customers with all the necessary information and convincing them to act and add the product to the cart.
If we look at the eShop as a funnel, the product page is often the landing page that a user will find either by navigating to the eShop or through an online channel (social media, search, referrals).
In this article, let’s look at 8 tips for creating a perfect and efficient product page.
1. Write a perfect product title
A well-structured title is helpful to the potential customer. The product title should be in balance with the way the customer searches for the product and in providing the necessary information. Brand-type category: find the ideal way to structure your title according to how the customer usually finds it in the specific products. For example, in fashion eShops, the consumers are used to always seeing the brand in the title. While searching for a product title, take into account the way users search for the product. Keyword research will help you with this.
2. Give all the useful information
What would you say to help the customer in your store buy a product? In the same way, on a product page, you should provide all the useful content about the product, its description, features, price, and possibly, instructions for use.
Enable both an advanced and a beginner potential customer to appreciate the product. Also, the rich content about the product will help you with the SEO of the product page.
3. Answer the customers’ frequent questions
The potential buyer often needs explanations. Which is the appropriate size for him/her? Is the product readily available? How much does the shipping cost? Can he/she pay cash on delivery? Is it possible to return it? Is the product suitable for its purpose? Answering these and many more questions in simple and clever ways improves the conversion rate of a product page significantly. By solving the users’ possible doubts, you help them press the button “Add to cart” more decisively.
4. Sell using the image
The product image often can sell the product on its own or the contrary, not sell it. Offer the user a great visual experience with high-resolution and top-quality photos. Also, offer the option of video or 360 to enable the user to interact even more with your product. The visual presentation raises the value of your product in the users’ eyes and gives them more positive stimuli to complete their purchase because they already imagine they have the product.
5. Motivate appropriately
The product page should give the user the appropriate prompts (Call-to-Actions) to take action. Of course, the prompt “add in cart” here is vital and should be clear and available to the user. The “Add to Cart” is as crucial as it is for the physical store customers to be able to take the product off the shelf and put it in their cart. However, there are not only buying prompts. There are always the Call-to-Actions of lower priority, which are important to interact with the users. Such is usually the: “Add to Favorites”, “Share it”, “Ask about the product”, or “See reviews”.
6. Make customers feel safe
The users should feel safe to proceed with a purchase. Security has many approaches. We should be able to answer their possible doubts on the product page directly or indirectly:
- Is the product I am looking at available?
- Is there security for my transactions?
- Is there a return option?
- Does the product have a guarantee?
- Is there an installment payment option available?
The potential users’ doubts also change by product category. For example, in an online clothing store, users may not proceed with their purchase if they are not sure that the size selected is the right one for them.
7. Do not forget Mobile
Mobile users and also purchases via smartphones are ever-increasing. We are used to saying “mobile-first” a lot. The “mobile-first” philosophy is that we have taken care of our site appearance as our priority on mobile devices. Your product page mobile version should be functional and clear and give all the information needed to complete the purchase as if they were on their laptops.
8. Users want reviews
According to BusinessWeek, 70% of users rely on reviews to purchase. Product reviews often sell it on their own. Offer users the opportunity to learn more details about this product from other customers. It is so-called “User-Generated Content” that always wins. To have reviews ask your customers to rate the products they bought.
Whether you do not have reviews, you can use a great YouTube video review. It differs from user reviews but can also boost the value of your product page.