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Improving Conversions with Effective E-commerce Product Page Content
You can spend a lot of time creating the perfect homepage and not make any sales. That’s fine if your intent is solely to create awareness. But if you’re an owner of an online store or a marketer for one, then you need results that matter aka conversions. That’s where your product page comes in.
This is the page on your website where your goods are. If it were a physical store, this is a combination of the specific item on your display shelf and your sales staff who can explain what the product is, its purpose, and why your customer should have it. The product page helps shoppers make up their minds to buy the item.
The Nielsen Norman Group offers great advice when it comes to product pages. They say that at the very least you should have the following:
- Descriptive product name
- Recognizable images
- Enlarged view of those images
- Price and other product-specific charges
- Product options (size, color, etc.)
- Availability
- A way to add to cart and feedback informing visitors that it has been added
- Product description
These are all important. On some level, we all know that we should do this. But let’s go beyond the basics and delve into what you can do to create product page content that translates to sales.
Best practices on how to create a product page
1. Get rid of the clutter.
This tip works well not just in helping you organize your home (and your life) but also when it comes to your product page. Too much information can overwhelm your visitors. But too little can turn them off as well. Your product page content should strike the right balance. Make sure that the desired actions such as ‘buy’ or ‘add to cart’ don’t get muddled.
Take for instance this one from Hydroflask. The top fold of its product page already shows the photo of the product, price, size, colors, availability, and of course, the ‘add to cart’ call-to-action button. These are the pieces of information that an interested shopper is looking for.
Even if you view it on mobile, which most consumers do, you can find the pertinent details without scrolling too further down.
2. Play up the visuals—use videos.
Pictures are great. After all, most consumers focus more on photos than text. But do you know what’s better than photos? Videos. Product videos are gold when it comes to marketing these days.
Consider this: A 2021 survey on video marketing reveals that 88% of its respondents were convinced to buy a product or service after watching a brand’s video. If that’s not enough to convince you to give it a try, this will. Eighty-one percent of marketers say that video has helped them increase sales.
Check out this product page from MaxTool, a company that sells tools and equipment. Right after the product specifications, a visitor can view a video explainer of what the tool is. It’s a simple YouTube video that’s embedded on the page, but it does the job of describing the product features efficiently.
3. Include reviews and testimonials.
Reviews are the modern-day version of word of mouth. Great product pages know how to harness the power of testimonials. The products pretty much sell themselves with the right reviews.
Check out this one from candle company WestClay.
Since its customers can’t physically smell the candles, user reviews like this telling them what to expect are great.
But bear in mind that testimonials are a double-edged sword. Reviews can go both ways. Make sure your product is top-notch and you provide great customer service to get stellar reviews.
And if there’s negative feedback, don’t fret. It’s better to leave it there with a courteous response from your brand instead of deleting it. With the right response, potential customers will see how well you treat your customers.
Here’s an example of a bad review and how the business owner handled the situation. It was posted on Yelp, but this can also work on your product page.
Trimaine, the owner of the business, did such a great job in appeasing the client that she wrote another review. This time, it was to congratulate them on a job well done.
4. Have a powerful converting product description.
We’re not saying you should write an essay, but it does help to be descriptive. Go back to your target buyer. Write the descriptions for them. Think about what would make the product appealing and useful for them.
Speaking of usefulness, hook them with the benefits. Features matter, yes. But the benefits close the sale. Walk them through the experience of having your product and what it can do for them.
Look at this example from artisanal chocolate Spinnaker.
The brand broke down the descriptions into four simple elements. They started with ‘tastes like’, which immediately reels you in with a descriptive experience. This is followed by ‘you will like this if’, which speaks to the target customer. Next, they use ‘how customers describe it’ making it instantly relatable while simultaneously promoting a customer review. They close it off with the necessary nutritional information.
Spinnaker also aces it by making the product page easy to read. Remember, your shop is online. There are a lot of distractions vying for your customer’s attention. Keep it simple, informative, and relevant.
5. Be forthcoming with information, especially the price of the product.
Make the price of your products easy to spot. Don’t confuse potential shoppers by making them look for it. This is one of the fastest ways for them to leave the site.
If you’ve noticed your visitors leaving right before the checkout page, your lack of pricing details may be the culprit. Don’t forget to include the shipping and other product-specific charges early in the buying stage. Do this and watch your abandonment rate go down.
Dropshipping platform Spocket makes it possible for you to know the shipping costs of products right off the bat. It shows you the product’s listing price, the suggested retail price, and the estimated shipping cost of the item. You can take all these into account, and depending on your profit margins, these can help you decide if you should run a promo on free shipping.
Now if you decide to do free shipping, don’t forget to include this on your product page. This is an added value for your customers.
Take your cue from Shopbop. They show consumers early on that they have free international delivery.
Final Word
Oftentimes, the homepage gets the most love. But keep in mind that your product page is the one responsible for making the sale.
To help you remember how to create a winning product page, remember these five things:
- Say no to clutter.
- Welcome reviews.
- Incorporate videos.
- Tell a story.
- Price matters.
The right product page content can spell the difference between a sale that almost happened to one that actually did. Give it the right attention and it can do wonders for the business.
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