Building product pages that sell comes down to a few critical elements.
Well, more than a few, but we’ll get into that in a minute.
First, let’s think about the reason your product page is so important.
You want customers to see your products and KNOW that they’ve found the solution to their problem.
If your product page consists of a picture with a price, don’t be surprised if you’re not getting much traction or any sales.
Now that you know your “why,” we can talk about the “how.”
Here are 17 ways to make sure you’re building product pages that sell.
This one is pretty simple, yet important. You need to tell Google (and your visitors) what you are actually selling on this page.
Make sure to update your individual product listings so they all include a title and description that look good in Google without getting cut off.
An easy way to do this is to find your store’s SEO settings to ensure these are filled in.
All too often, we see ecommerce companies committing a critical mistake: making buying complicated.
If your visitor can’t respond to these 3 questions under 30 seconds, you’re definitely losing sales due to a poorly-structured website.
If your shopping cart isn’t easily accessible from all pages or it feels buried, your sales are going to tank. Consider making it always available and make sure it shows when something is in the cart.
Great visuals sell.
Consider this statistic: People are 79% more likely to buy a product they saw pinned on Pinterest than a post on Facebook.
Think about the difference in the platforms. Pinterest is very visual-heavy, right?
And here’s an interesting statistic about the psychology behind the importance of visuals:
According to a Brain Rules study, when people hear information, they’ll remember 10% of it three days later. But if a relevant picture accompanies that same information, that number jumps to 65% of the information retained after three days.
The bottom line? People love to see what they’re getting for their money.
You need 6-10 images or videos for each product to ensure prospective customers see it from all angles. Doing this will help them see themselves using the product in different ways.
Think of it this way: When you’re at a grocery store, you can easily pick up a product, inspect if from different angles and see the other options. Your customers need to digitally feel like they can do that!
Also, make sure they’re all the same shape and the same size.
Here’s another quick tip we’ve seen work over and over again: For product-specific photos, make sure the backgrounds are white.
This will increase conversions. Why?
According to DesignModo, white absorbs the colors around it, allowing the product to become the star of the show.
In other words, it puts emphasis on your product and doesn’t have any “background noise” to draw attention away from what you’re trying to sell.
(Keep in mind that It’s alright to leave action shots in full color with the backgrounds.)
Including benefits on the product page is a great way to add value and make customers feel they’re getting an incredible deal.
Plus, good product pages always include the solutions the product is bringing. Remember, the goal is to help customers understand how your product will help them.
Be explicit about how you’ll make their life better.
Here’s an example from Allbirds:
If your store has some product reviews, highlight them in the primary product area – preferably near the price or add to cart. This will help with social proof that your products are the best.
Page load speed plays a huge role in bounce rate (people who exit immediately), so we recommend getting this down and turning your website into Speedy Gonzales.
To do this, consider shrinking your image file sizes and running a Google Page Speed test to see what development changes you can make to clean up the code.
Most ecommerce sites only have the option to purchase a single product.
To increase average order value (AOV), consider adding a subscribe, “Buy X & Save” or quantity discounts. People love these!
Short product descriptions are just lazy.
Your customers want to know as much as they can about the product they’re interested in. Today’s shoppers are incredibly well-informed, and will not make a purchase if they are confused or have questions.
We all want the best value for our money, and understanding more about the product and how it’ll make their lives easier builds that value up.
A simple way to expand this is to add specifications and more information on the product. This might include size, weight, dimensions, warranty, etc.
Home depot does a great job of this:
This will increase conversions for people who would prefer to purchase over a period of time. Almost all payment processors give you this option, so let your customers have it!
Your add to cart button should be easy to see at all times. Make it a bold, solid color and say “ADD TO CART” in all caps.
A solid color will convert better than an outlined button.
Don’t be smart and cute, be clear. Clarity always wins!
Make the header float as the user scrolls to always give them a point of reference.
This simple trick will help your customers navigate your online store better, and see the “add to cart” button at all times.
Make sure your logo is in the header. This’ll reinforce your brand.
Are you offering free shipping?
If so, make sure that “Free Shipping” is highlighted around the primary product area – ideally near the add to cart button or product description.
Really highlight this; it will tremendously help your sales!
FAQs are a great way to overcome future sales objections by addressing these further down on the page.
Add some of the most common Q&As about the product right on the product page. Don’t bury it down somewhere in the footer.
Addressing sales objections from the get go will make your customers more likely to purchase and be more confident in your product.
Make sure you have related products cycling on the bottom of the page. This will get your prospective customers seeing other product options – allowing you to retarget them later, as well.
This isn’t a requirement, but it can help prospective customers make that final leap by personally answering any questions they may have.
A good product page should overcome any questions before they’re even questions, but having a live chat won’t hurt and it’ll help you learn what you can do BETTER to improve your product pages.
Don’t overlook how important your product page is to the overall success of your online store.
Follow these tips on how to build product pages that sell and show your customers exactly why they NEED your product to solve their problems.
