Product pages are essentially your sales pitch. If your product pages are visually unappealing, difficult to navigate, or missing vital information, your prospect will leave and visit your competitor’s website instead. You can’t afford to have lackluster product pages. Especially, when you’ve invested so much time, energy, and money in your eCommerce website.
Though there isn’t a one-size-fits-all solution to product pages, here are a few important components you should pay close attention to when creating a product page.
1. Product images
Your product image should help bring the image to life, highlighting its visual and functional qualities from multiple angles. Be sure to use a good-quality camera and keep the background consistent. Avoid applying filters and excessively photoshopping your images as they could mislead customers and lead to returns and poor reviews.
Expert Tip: Include a zoom option for each photo.
2. Product description
A product description should blend features and benefits without being too dry with extremely detailed information or too sales-y. One way to approach a product description is to list a few bullet points covering the main features and include your main keywords. You could then have a drop-down option for more detailed spec information. That way, you won’t overwhelm visitors with too much information upfront but still, give them the option of learning more about your product.
Expert Tip: Ensure each product description contains original content, or Google will ding your site’s SEO rankings!
3. Product videos
If you really want to “wow” your customers, then create a short live demo video. This will help explain how the product works, encourage visitors to spend more time on your website (which helps your SEO rankings), increase engagement, and grow your audience and sales!
Expert Tip: Be sure to include the following metadata for each video: keyword, company name, company URL, and company boilerplate (or “about us” blurb).
Your call-to-action (CTA) button should be easy to find and in a color that stands out on the page. Consider doing A/B testing to find out which CTA copy and color works best for your brand.
Expert Tip: Use copy that sparks a sense of urgency to tap into Buyer’s FOMO (fear of missing out).
5. Use engaging vocabulary
The content on your product page doesn’t have to be strictly informational or technical. Use action verbs to tell a story in a way that captures the visitor’s attention and gets them excited about your product.
Expert Tip: Tailor the product description to your audience’s tone of voice and natural way of speaking to build rapport.
6. Product recommendations
Product recommendations can help customers find the exact product they are looking for and be certain of every purchase they make. Use product recommendations to direct customers to higher- and lower-priced products or introduce products that complement their order.
Expert Tip: Position product recommendations below the featured product.
7. Shipping information
Since shipping is not something tangible that customers will receive with their order, many customers abandon carts with high shipping costs. Be sure to offer clear information about shipping on the product page — don’t hide shipping terms and charges.
Expert Tip: Offer free shipping for orders over a certain amount.
4 Ways To Make Your Product Pages Truly Shine
Now that we’ve covered the basics of product pages, here are four bonus areas top brands pay close attention to — and so should you!
1. Search Engine Optimization.
You may have stellar product pages, but if they’re not optimized for SEO, then customers may have a hard time finding your website. Once you’ve built out the product page, create rich snippets that include a title tag, meta description, and a clear URL. Don’t forget to also include alt tags for images.
2. User experience.
Once you’ve created your first product page, mentally take a step back and look at the page as if you were a customer. What is your initial response to what you see? You could also ask a friend or coworker to go through the checkout process and share their thoughts.
3. Mobile Optimization.
It’s no secret that consumers prefer smartphones to desktop computers when shopping online. Be sure to optimize your product pages for mobile to ensure a smooth and glitch-free experience.
4. Social sharing.
Include social media buttons to encourage customers to share exciting products they find on your site. This will help extend the reach of your website and boost brand awareness.
If you have any questions about building product pages or would rather have the experts take care of this for you, give Orange Coast Websites a call!