If you’re running an e-commerce store, your product pages can make or break your quarterly earnings. In a growing climate that has relied on e-commerce more than ever before, having product pages that are clear, concise, and able to connect with visitors is crucial for helping complete a sale. Have you been getting a bunch of traffic to your product pages only to see empty carts or inconsistent profits as opposed to the traffic you receive? With so many product pages out there, what makes the difference between a good product page and a bad one? Today we’re going to talk about how you can streamline your product page so you can help increase your online sales.
The Purpose of a Product Page
Before we can discuss how to create or improve on your current product pages, let’s breakdown what a product page is and how it works on your e-commerce website. Your product page is all about providing the correct information to help your customer buy the product that they want. So what does this information look like? Here are the four basics of creating a product page:
- Your product or service- This is the centerpiece of the elaborate table that is your business. What you sell and how you present it can be the difference between a customer completing a purchase or clicking away from the page.
- Your brand – Brand awareness extends to every piece of your business whether it’s how you market your products on social media or how the type of content you include in an email. Every form of communication used to talk about your business should be cohesive, concise, and clear to your customer. This branding also has to be included on your product pages because people may never see your homepage and be driven to your products via the branding you use across other social platforms.
- Your Copywriting– The art of copywriting is not a lost one when you have to combine the written information your customer’s need with your brand voice and tone. Always pay attention to the verbiage and execution of your writing across your product pages whether it’s how you describe a product or how detailed you are.
- Your page design and user experience (UX)- You don’t have to be a web designer to give your customers an impactful experience, but you should have clear and organized pages that can lead them from your product page to checkout. A page design that is busy, disorganized, and distracting can hinder their user experience on your website and prevent them from completing a sale.
We’ve covered the basic components of a product page, now let’s discuss the specific ways you can create a more effective product page for your e-commerce store.
Is your objective clear on your product page or is it confusing? The goal for your customer whenever they come to your page is to “Buy” or find items and “Add to Cart.” A user-friendly product page has links with these calls-to-action (CTA) that are easy to find on the page. Having clear CTAs on your product page, with buttons next to each product, will make the checkout experience easier for your customer.
This isn’t a process you want to overcomplicate with branding or clever jargon. It’s very simple and regardless of the CTA you choose to use, and it should always encourage the customer to complete the sale.
This may seem like a no brainer, but you always want to feature images that are unique and inspire confidence in your product. The quality of a good product image can be critical to how people view your product and if they understand what they are buying. You always want to include multiple angles of your product that are high resolution, clear, and not pixelated.
Your product image is not the time to leave a customer guessing on the product’s quality or, even worse, if your business is reputable. If you don’t have the budget to invest in a professional photographer, look into online editing tools that can help give your image a unique aesthetic without compromising the image.
Copy That Takes The Cake
Product pages can often feel very technical and robotic, which doesn’t always come off as human-friendly. When you are discussing all the benefits and features of a product on your page, you want to be warm, approachable, and using your brand voice. It can be easy to write dull, boring, uninspired descriptions that just list off your product features line by line, but that won’t keep a customer’s attention.
Descriptions don’t have to be bland! You have to be willing to invest the time in writing text copy that creates energy and excitement for your users. Go back to your brand toolkit and look at the keywords that are relevant to your product. Give yourself some practice writing descriptions. Try reading them out loud to see where you can add some personality while still relaying the overall features of your product.
Branding Your Product Pages
We discussed the importance of consistent branding across your product pages, but what does that actually look like? A well-branded product page is more than just creative graphics and logos; branding goes far beyond the visual component of a business. Good branding includes copywriting that complements the product and the business.
If a visitor’s first impression of your business starts on the product page, what is it telling people? What can a first time visitor learn about your brand from the product page alone? If you’re unsure of how your brand is reading to visitors, try surveying a group of customers in exchange for a coupon code. You can also ask family and friends to give you their honest impressions of a product page on your website.
Is Your Product Page Mobile Friendly?
People have continued to be more reliant on their mobile devices to complete a purchase whether they’re sitting on the couch or in the middle of running errands. When a customer is ready to make a purchase, the online experience they have on their phones can change whether they complete a sale right then and there.
Mobile usability is important because it can drastically change how a person’s user experience with your website. Think about how tedious and frustrating it is, trying to make a purchase on your phone and the site keeps crashing, or the text isn’t formatted for a phone so it’s hard to read, or the checkout form is hard to navigate — and so on. Reduce the amount of frustration and time a person spends trying to complete a sale by making sure your page design is mobile friendly.
Diversify Your Payment Options
There is nothing worse than sitting in the checkout section of a page and they don’t take your card. The process of having to get up and find the right card or search on the page for alternate payment options can make the difference between a first time visitor and loyal customer. More payment gateways have grown to accept Paypal and Apple/Google Pay, and being ahead of the curve always pays off. By limiting your payment options, you’re limiting your potential customers and preventing yourself from growing. Having an array of payment options lowers the rate at which customers abandon their carts, and it makes the checkout process clear and easy.
Ensuring Social Proof
Leveraging the power of social media is always necessary when you enter the world of having a digital storefront. Customer reviews, feedback, testimonials, and more are inherent social proof that adds credibility to your products. People want to see genuine reviews and reactions that can authenticate and validate your products. This is what separates customers from influencers and vice versa.
Social proof isn’t about selling or even trying to convince your customer to buy your products the second they see the post; it’s about having real, credible examples of people experiencing your products. Including reviews or testimonials on your product page can help reinforce your message and give reassurance to new customers looking to purchase from your business.
Are you ready to make a product page that will drive customers to come back to your store? Streamline your product pages using these tips and you’ll change how customers experience your e-commerce store.