The first impression is the last impression, and the same stands true in the case of product pages. When customers see your product page, it takes just a few seconds for them to decide whether to make a purchase or not.
The product page is your salesperson, responsible for boosting your store’s sales. So, don’t risk building your e-commerce store without designing highly converting product pages. I have put together this ultimate guide along with examples of different brands to help you design a compelling landing page - one that will win customers.
How Do You Create a Product Page?
Your only salesperson that works 24/7 is your website. That is why a great product page matters.
However, these are some basic things a product page should contain:
-
What are you selling? You should make this clear in a first glimpse of what you are selling, how it looks, and how much it costs.
-
Straightforward product description: You should not fill the product page with loads of text. Bombarding the customer won’t help in the process. Keep it simple and state how your product can benefit the customer in a few emotional, touching words!
-
Stay loyal to the customer: Don’t focus on praising your product repeatedly. Try to mention some cons too. Example: “This product is not made for people with asthma”. Doing so builds customer trust.
-
State solution to the problem: Make sure to highlight both problem and solution for your customer. It works like a wonder! Customers can’t help themselves but buy the product when they see the solution to their problem or need.
-
Make your product visible: A 360 representation of your product will create a great user experience to help customers fully understand the product. Your product page should contain visuals like images and videos.
HUDA BEAUTY is killing it with product page design. Have a look:
How to Display Products on My eCommerce Product Page: the Content of a Product Page
While designing your product page, make sure your content is in the right place on the page. Meaning that your customer should not have to scroll down the screen to see further information about the product. The “above the fold” screen is where the most important features are displayed.
So let’s start there:
-
Page header: This section of the product page contains a brand logo and different categories options. Although the category sections consume more space, the best practice is to place them vertically on the page, just like Chubbies did.
-
Product description: The middle section of the product page contains the product description. This is usually in the right-centre of the page. Product description usually includes a products’ name, price, and features. Make sure to add these in less complex words.
-
Images on the product page: Product images or videos usually are on the left-centre of the page. It contains product images and sometimes product videos of unboxing.
Video marketing strategy is an integral part of the overall visual marketing tactics you apply to promote your product or service. Therefore, it is critically important to create product videos. This format of content works great on every stage of the marketing funnel. Especially, product videos can help you build more awareness for your brand.
Whereas, Illustrations are placed in a carousel display with 360 representation. You can also zoom these pictures to get a better view.
-
Call-To-Action(CTA) button: The button that says ‘Add to Cart,’ ‘Buy Now,’ and ‘Purchase Now’ is called the CTA button. This button leads the customer to immediately buy the product.
Here’s a live example:
What Should Be Included on A Product Page?
These are some extra details that should be included in a product page to increase the product’s authenticity. So, let’s have a look:
- A detailed description of the product: You should include detailed information about the product, such as product size, weight, and exact specifications of the product.
- FAQs: Include FAQs on your product page to make it easy for your customer to place orders right away- without asking the same questions from the customer service representative.
- Recommend products: According to your customer buying history and stats, do place recommended products. By doing so, the chances that customers will buy both products or buy any of the products increase. Trust me, it works most of the time!
- Product reviews: This is the only place where people trust strangers and their reviews about the product. So, list customer reviews on the page to make your customer feel safe while buying the product.
Design a Product Page That is Aligned With Your Brand Identity
Your product page should not look like it’s from another world. This is not how it works. Decide your signature design and use it all over your website. This will help you create a different identity. Similarly, your product pages should not look like they are abandoned from the rest of the website
Tell Your Brand Story With Images
According to research, people who shop online frequently expect to see 6 images and a product video before making a purchase. Although, it’s no surprise that images are the most crucial and attractive part of the product page. But they don’t have to be eye-appealing only; they are responsible to give customers a live experience as the product is placed right in front of the customer’s eyes. They should tell a brand story without speaking and sell without selling!
Never Overlook Negative Messages and Comments
Always reply to negative messages and comments in a thoughtful way. By doing so, you are creating a positive brand image. Your customers feel cared for.
Don’t worry about these negative statements, as positive reviews will outrun negativity in the customer’s mind. Use negative comments as the opportunity to showcase your best customer service.
If you don’t respond, customers won’t trust you. Eventually, your brand won’t survive, so make everything clear confidently!
Utilize User-Generated Content
Utilizing user-generated content means allowing users to comment on their reviews, sending queries, and posting photos of the product. Although, allowing these might invite instability, but user-generated content is worth it.
More than images and other benefits that a brand provides, users trust other users more than they trust brands. These trusts can make or destroy a purchase. This is why user-generated content usually is visible at the bottom of the product page. To help the customer make the decision.
It’s a Wrap!
A product page’s design is a combination of science, art, style, and business. The goal of a great product page is to bring a product’s value beyond the screen of a computer. Products should also be easy to use and integrate into the daily lives of customers. This guide was meant to help you start the process. Be sure to design your product pages properly and make customers close the deal!