9 January 2023
5 min read
The Secrets for a Product Page that sells
An optimal product page for an e-commerce store gives customers the necessary information to make a safe and smart purchase, thus it helps convert browsers into buyers. Let’s take a look at some essential practices to improve your product page design.
10 tips to build the best product page for your e-commerce site
- A clear and concise headline
The title is the first element analyzed by search engines, and it allows understanding the subject of your page. Plus, it is the first piece of content for your visitors, so it may push them to click. The title must be clear and respond to the consumer’s request. Try using less than 70 characters and starting with the principal keyword.
- Detailed product description
The consumer can’t touch, smell or hear the product, so a detailed description serves as a preview as it overcomes the lack of use of the senses in online commerce. Use more than 200 characters and, if possible, add other titles (H2, H3, …) and tags.
- High-quality pictures
Images are a central element of the product page. They are used to provide more information about the product, while stimulating consumers’ senses to attract their attention.
Regarding search engines functioning, pictures and videos are rich content. Like your written content, they have a tagging system that allows these engines to understand the image without seeing it through the title and alternative tags.
- The sense of urgency
Having a sale countdown timer can help encourage the browser to buy right now. Urgency helps turn the casual browser into a buyer like a shot.
- An intuitive layout
Your online store should integrate a general product page layout. Keep it simple and make sure your ‘Add to Cart’ button can be clearly seen.
- Mobile responsiveness
A high percentage of your customers are probably visiting your website through a smartphone. Assure that your product pages are mobile-friendly!
- Clear shipping information
Mentioning or having an icon indicating ‘free shipping on orders over $[X]’ or ‘free shipping within the UK’ helps customers get a snapshot of shipping information.
By having this succinct information on the product page, you prevent the customer from moving off the page to read your shipping information, as the essential point is clarified on the page itself.
Highlighting the requirements of free shipping allows your customer to add more products to their cart if they choose to.
- Share customer reviews
Reviews from real customers on your e-commerce store may give browsers the extra push towards closing that sale. If reviews are generally positive, visitors will feel more safe to do a purchase on your site.
- Don’t forget Social sharing buttons
They are great for promoting your product page, especially when you have a popular product.
- Include recommended products
Having recommended products encourages customers to navigate on your site. For example, you can try selling a matching skirt or earrings with the item they are visiting. But, caution! Avoid having products that look too similar: more choices requires more thinking and visitor might be confused.
By bearing in mind these elements, you will create an effective product page that encourages your customers to buy.
How to make your product pages SEO-friendly?
Optimize your product pages with SEO so that you reach an improved search engine visibility, win credibility, provide a better user experience and obtain higher conversion rates. Here, you will find some interesting tips:
- Relevant and descriptive titles: The title of the page should describe the product accurately, including keywords.
- Product-specific keywords in the content: Include keywords related to your product in the body of the page to signal to search engines what the page is about.
- Headings: Headings and subheadings are useful to break up the content and make it easier for users and search engines to scan the page.
- Images: Use keyword-rich file names for your images and include alternative text to describe the image so that search engines can read it.
- Product structured data: It helps search engines understand the content of your page and may improve the appearance of your page in the search results.
- Unique content: Avoid duplicating information, use unique content that provides value.
- Keep the page up to date: Update the content regularly to keep it fresh.
Overall, making your product pages SEO-friendly can help drive more traffic and sales to your website.
Some brands already know how to play the game
We have found some pretty cool examples for you to inspire:
You want to make sure your customers are aware if you have discounts on your website or your price is lower than your competitors’. Fabletics contrasts the discounted price with the original one.
This website has a “ VIP Price” that encourages visitors to consider buying the product together with a subscription.
A product may display differently depending on the person, especially when we are talking about clothing. Fabletics includes customer photos under the model pictures.
In the section of product recommendations, visitors find a summary to get a quick overview of each item without reading all of the testimonials.
Persuasion is the perfect nudge you need on product pages to convert visitors into buyers. Missguided supports your choice with social proof by writing “several others are checking this out right now.”
Also, they use a cross-selling technique through a “shop this look” option, which showcases different items combined. When you click the button, you can quickly view them and add the ones you like to your cart without the need of leaving the page.
As you scroll down the product page, it goes through four quick steps explaining how the product works, allowing users to hover over different features and see how they appear on Fitbit’s mobile app.
For those users that may not remember all of the specifics after leaving the page, Fitbit focuses on how these features will actually make an improvement in the visitors’ lives.
A good product page increases conversions, improves search engine ranking, enhances the user experience and builds credibility. It is time to invest time and sources on building it!