Is your product page set up for success?
They say first impressions are lasting impressions, and your product pages are exactly that. More often than not customers will land directly on a product page via a click from an Instagram ad or Facebook shop. So optimizing your website’s product display pages (PDPs) for conversion is key to getting the most from your visitors.
When SPF work with brands to increase their revenue, we prioritize three things for the biggest impact:
- Targeting: Where do you place your ads or drive traffic from, and what audience segments are you focused on?
- Creative & Messaging: What are you saying, how are you showing the product to new customers, and how are you explaining it?
- Website: Where is the destination you want to point people to that has anything and everything to convince them to purchase?
For this article we will focus on the website, specifically PDPs.
Step1: Optimise for mobile
The overwhelming majority of site traffic comes from mobile devices, so as a rule of thumb, we always design the PDP experience to be mobile-first. When you tag your products on Instagram, or an influencer adds a clickable link in their stories, those clicks all lead to your website PDPs.
Step2: Prioritising PDPs contact
The majority of new customers visiting your site for the first time wont go below the scroll line. What's a scroll line? The scroll line is everything visible on a page before having to scroll down to view more. To create the most impact straight away here is how we prioritise content on PDPs. This is typically what a customer will want to know first so if it is not visible it will fall into the too hard to find brackend and they will often just leave your site.
- 1. Clear first image: Make sure it’s high quality with a non-distracting background. SPF do amazing product photography but thats another story.
- 2. A carousel of images and/or videos: These should tell a story, show the product in action, and explain how it works.
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3. Product name: Include a concise product name, with a 5-10 word description that follows it below. The additional description will help contextualize your product for those who end up on your page from an external source, like an Instagram product tag. Product descriptions could also help persuade a reluctant buyer.
Pro-tip: Always include any applicable measurements for your products. Examples include size, weight, or how many cans fit in a case.
- Customer reviews: These should live near the top to show new customers that the products you're selling are valuable, useful, and popular with buyers. You can add the number of reviews you have as well. Consumers love social proof from other customers, not just hearing from the brand.
- 5. A clearly listed price tag: Don’t leave people guessing how much your product will cost them. If you're showing a discounted price, show the original price with a strike-through to highlight the savings.
- 6. A prominent and easily identifiable add-to-cart button: If applicable, this button should highlight BNPL (buy now, pay later) providers, like ShopPay by Affirm.
So what comes after the scroll line?
So after you have caught their attention and the customer is now at the point where they are considering a purchase they will want to know more about the product and belwo the scroll line is where you can add an in depth section about your product.
- In-depth product description: This should go far beyond the one under the title, above the fold. Ideally, it answers questions like: What is the product? Why is it special, or different from competitors? And how does it work, or how can you use it?
- Iconography to visually describe attributes or values associated with your product: Be loud and proud about the qualities and certifications that differentiate your products. For example, if you're selling vegan products, put the PETA leaping bunny.
- All your customer reviews: Not just the 5-star ones. Allow people to get an all-encompassing view of your product, not only the highlight reel.
- Brand description: This is where you tell your story beyond the product and its benefits. It’s your chance to tell a customer why they should shop from you, what community they will become part of, and what it means to be part of your brand.
- Suggested products section: If you can, highlight other products from the same category, or cross-sell visitors into other categories.
If you would like help setting up a product page or for any advice, dont hesitate to get in touch.