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What Makes a Product Page Impressive?

Creating an impressive product page is important for your website.  It should not just be a dump of information. Instead, these product pages should be convincing enough to invite people to click. For it to be effective, the page should be able to attract attention. Nowadays, most websites make it a point to make their product pages are more interesting, inviting, and irresistible.

Person Shopping for Watches Online

Person Shopping for Watches Online

Let’s discuss specific elements on another post. First, I will discuss the basics. What makes a product page impressive?

An effective product page should have…

  • A product photo: 

    • I think this the most important aspect of a product page. A customer wouldn’t buy a product without a preview of it. Like shopping in real life, buyers should be able to see the product first. Providing a product photo allow potential customers to look at it. So, make sure that these photos are sharp and crisp.
  • A bulleted list: 

    • With the product photos available for customers to view, they won’t be needing long product descriptions. Most of the time, they even skip reading. Preferably, add a bulleted or numbered list for them to easily look through the descriptive words. If the product details are organized in a list, your customers can easily find the products he actually wants. For example, in online bookstores, sellers usually provide the publication date, book dimensions, publisher name, genre, and ISBN in a list format.
  • A general overview:

    • Not every description is brief. You also have to provide 2 to 3 sentences about the product you are selling. For books, the ISBN and genre would not suffice. It doesn’t give the customers an idea on what the story is. Of course, you have to provide the book’s synopsis. When there’s a synopsis given, they can easily decide if the story appeals to them or not.
  • Call to action button, and social proof

    • It depends on you if you want to add a shop now, buy now, or add to cart button. Lastly, there’s should be proof that you are selling high-quality product. Don’t forget to feature customer reviews too.

Basically, these elements constitute an impressive product page. Don’t just solely focus on improving the product. Give importance to the product descriptions because it will help convince customers to check it out. Let’s continue to use the book example. Without adding an overview or synopsis, customers would not know if this book is enjoyable for them.

Allocate time in getting to know your customers, and design creative descriptions that appeal to them.  Personalize product descriptions for your customers and not for you. Write about the different features and benefits of the product. Experiment unitl you find the perfect mix!

Learn from Amazon.

Let’s take a look at the different strategies you can learn from Amazon: part 1, part 2, and part 3. Learn how they design their product page. Being the largest e-commerce retailer in 2017, Amazon is definitely an authority in the field. Companies such as Apple, Wal-Mart, and Macy’s were next in line. It’s only natural to grasp what they know, and learn from what they do best!

Product Page Essentials (Part 2)

If your online store is not so much clicks, most probably, it’s not the product that needs to be replaced. Perhaps, it’s the product page. Your product page needs a little spring cleaning. It’s time to delete old web elements that’s not working anymore, and add certain elements that will help convince people to buy your products.

Two Women Looking at their Smartphone

Two Women Looking at their Smartphone

For this blog post, I’m going to share 4 product page essentials to covert more lurkers to customers. Previously, I already shared 4 tips so this post is basically a continuation.

Time to revamp the product page into a better version:

  • WRITE CREATIVE PRODUCT DESCRIPTIONS
    • Product descriptions are extremely important, and they’re just there to fill an empty space.
    • According to OneSpace’s detailed research, websites gained an 84% increase in web traffic by redoing their product description. The survey only stated editing 10% of the description. Imagine, if you would  edit more than that, the potential of convincing web visitors to buy would be higher.
    • Try to be different, and don’t just add a generic description given by the manufacturer. This is your chance to give a thorough description about the product you are selling.
    • Make it easy for your customers to imagine your products using the right words.
      • Pro Tips:

      • In a previous post, I already discussed how to write product descriptions.
      • Product descriptions should not follow a certain structure. Instead, it should follow your brand’s voice. Whatever you decide, please make it scannable for everyone’s convenience.
    • CREATE AN FAQ PAGE
      • Customers will always be doubtful because there hard-earned money is at stake.
      • If you answer all the commonly asked questions on your product descriptions, it will just make it long, boring, and uninteresting.
      • So, dedicate a page strictly for the frequently asked questions. There, you can address your customers’ question. Erase their doubts by explaining how you do business.
    • OPTIMIZE FOR MOBILE DEVICES
      • As stated on the photo on this post, there’s an huge increase of mobile users. People are shifting to using their mobile for online shopping. With that being said, over 34% of web revenues were all thanks to shopping on mobile devices. This data is only in 2017 alone so it’s expected to greatly rise in the coming years.
      • It’s going to be a shame if your online store is only optimize for desktop computers. Time to give priority to your store’s mobile version. Both desktop and mobile versions should ensure clarity, readability, and scannability.
    • ADD URGENCY
      • In this digital age, people have developed a fear of missing out. When people see that you have an ongoing a flash sale that’s only for 12 hours, they will surely hurry and move the items on their wishlist to their shopping carts. Add a sense of urgency so that your website will invite more people and more sales.
      • People can feel the urgent need to shop if you add countdown timers too. Remind them through timers and banners that the sale will end soon so they better buy the items now. If you are looking for more psychological tricks, you can view them here and add them on your site.

Product Page Essentials (Part 1)

Sometimes, you are wondering why a website is not gaining much attention. Perhaps, it’s time to revamp your product page. Sales are affected by how to you design your product page so I will share web design tips. These suggestions are pretty easy to do and it will make your product page stand out.

Men's Assorted Dress Shirts

Men’s Shirts Available in Different Colors

Read the 4 tips below:

  • EXCEPTIONAL IMAGES
    • No customer would buy something they haven’t seen. So, on your product page, try to add high-resolution images of your product. As an online store, you need to provide a satisfying shopping experience by providing a preview of your product.
    • You can also provide the exact dimension of the item along with the product photo. Attach pictures from different viewing angles.
      • Pro Tips:
      • Keep the background white because your colorful products will definitely stand out more on an achromatic background.
      • Include photos of people using your product so buyers can anticipate the size. The picture may give the wrong impression that a product is large when, in fact, it is just tiny and pocket-size.
      • If a product is available in multiple colors, provide product photos on the all the available colors.
    • OFFER A FREEBIE
      • If you read my previous post regarding Robert B. Cialdini’s book, I shared that people respond to offers when you give out a freebie. Surely, they are more likely to buy from your website when they receive a free shipping voucher from you.
      • So, offer a limited-time offer discount or a free item on their first purchase. People can’t say no to FREE items. You can use this as leverage for people to take action. To prevent abuse, you can limit the number of freebies. For example, there is a maximum of 3 freebies per customer.
    • FEATURE THE BEST REVIEWS
      • Whatever you say, web visitors will not instantly believe you. They will only trust fellow buyers. So, they don’t really care about your “outstanding product.” They are interesting on reading what other people are saying. Allocate a space for your top-rated products and thorough reviews. For sure, other customers will be curious on why this person recommended a particular product.
      • If you read BrightLocal’s survey, it reported that 73% of the customers agreed that they’re most likely trust online stores more when they see positive reviews on their website. This 2017 report just proved how affects that behavior of consumers online. Just remember to not share too many 5-star reviews because it’s obvious you’re selecting only the positive ones.
    • GROUP SIMILAR PRODUCTS
      • When people click on your products, there’s a chance they might not like what they click. To avoid dead ends, try to suggest related products at the bottom of the page in case they don’t like what they just viewed. Suggest other items they might like.  They wouldn’t immediately leave your website because of your interesting suggestion. You might end up recommending a product they actually want.
      • Learn from Amazon’s strategy! They always remind their customers that you might want to add this in your cart. There’s a section that says, “Customers also bought this item.” So, don’t forget to your share recommended products on your own product page.