The importance of a good product page cannot be understated. This is where customers will ultimately decide to either buy your product or leave your website. Your product page should exist to tell customers why your product is valuable, explain which needs it fulfills or problem it solves, and list the details a customer needs to see in order to make a buying decision.
The inclusion of beautiful photos of your product and well-written product descriptions can help persuade customer to purchase but in this day and age these are almost a given and there is a lot more to get right other than just pretty pictures. Checkout some of the ways we go about designing a succesful product page.
1. Get straight to the point
In the world of journalism every reporter is told to put the lead up front and this can be applied to your product page as well. Make sure that you are making clear what your product it is and why it's valuable as quickly as you can. You can move on to finer product details further down the page.
2. Understand and address your customers concerns
It is important to consider why your customer is buying your product, what has motivated the purchase, what will the intended use be for your product? For example if you were selling outdoor jackets your customers would want to know all about the quality and durability of the jacket, what sort of conditions and environments it can withstand and how easily it can be packed away. Think about who is buying your product and what they would want to know before buying. Being clear about the intended use of your product is not only good for conversions but it will reduce the number of products being returned as you will have set reasonable expectations for how your product will perform.
3. Clear 'call to action' buttons
While you are getting ahead of yourself plying customers with information it can be easy to forget THE most important part of a product page, a "buy now" or "enquire now" button. When push comes to shove, the object of a product page is to sell, so with that in mind your call to action buttons should be impossible to miss. When we say impossible to miss we don't mean your buttons should be flashing invasively or using colours that are bold but clash with your store theme. We mean having them up top near the product title, making them bold without being unpleasant to look at. Make it as easy as possible for your customers to get to checkout. Customers shouldnt have to scroll on the product page to get to checkout. They should be able to "Buy Now" as soon as they land on the page.
4. Use videography
While having good photography is key to selling online, having well shot, informative videos on your product pages can be priceless! One of the obvious downsides of shopping online is not being able to to touch, feel, or physically examine a product you're considering. Because of this, product videos have to do a lot of heavy lifting in order to provide a similarly useful experience. The better the video, the more angles covered the more likely you are to convert. Think about if your customers were buying your product in person, what would they want to examine? Make sure you cover these elements in a video or with photos.
5. Customer Reviews
Including custiomer reviews on your product page is a great way to gain customer trust. The more they trust you and your product the more likely they are to click Buy Now. Nearly 95% of shoppers read reviews before making a purchase, and surveys have consistently shown that customers trust reviews more than descriptions provided by the store or manufacturer.