When it comes to designing the website for an ecommerce store, the majority of businesses focus mostly on the homepage.
While it is important that your website has an attention-grabbing and engaging homepage because it is often the first thing that people see when they visit your website, bringing your target audience to your website is only half the battle.
The other half of the battle, or in fact the ultimate goal of every ecommerce business, is to convert visitors into buyers.
According to research, the average conversion rate of visitors that land on the homepage of an ecommerce store is just between 2% to 2.5%.
On the other hand, a research study conducted by Conversio found that the average conversion rate for online buyers that land directly on a product page is 7.91%.
Do you know what this means?
The product page of your ecommerce store helps you earn around 300% more customers than the homepage.
People who land directly on product pages have usually passed the initial (awareness) stage of the buyer’s journey and have higher intent of buying than those on homepage, or any other page of the website.
Your job is to convince them that you offer just what they are looking for. This requires you to address their concerns and provide all the information that helps them make the buying decision.
The content strategist Rosara Joseph aptly describes the purpose of a product page:
“The paramount goal for your product pages should be to build user confidence by providing all the information necessary for a purchasing decision and making the process as intuitive and straightforward as possible.”
Since now you know how important it is to have a well-designed, attractive, and engaging product page for your ecommerce business, let’s get down to business and understand how to create a product page that helps you win business.
The 5 Key Elements of a Customer Winning Product Page
Here’s what the product page of your ecommerce store needs to have to make sure the visitors you have earned after putting in a lot of time and effort into marketing do not leave your website without converting into customers:
1. Attention-Grabbing and Engaging Visuals
Ever wondered why retail stores display their best products in the best possible manner? What’s the point of displaying an already gorgeous pair of shoes or a handbag on a sparkling pedestal in the center of the store?
They do it because they know the power of presentation!
It is because of the unique and spectacular presentation that those separately displayed products instantly catch our attention as we enter the store.
The same rule is applied to ecommerce stores, but the difference is that here the presentation entirely depends on the product image.
In view of the fact that 92.6% people consider visuals as the most important factor that affects their purchasing decision, it wouldn’t be wrong to say that product images on your ecommerce store directly impact your sales.
It makes perfect sense why online buyers give so much importance to product images – since they cannot touch, interact, or try your product, they rely on the image (and the product description; discussed next) to determine if your product offers what they are looking for.
As an ecommerce seller, your job is to make sure that the product images on your website compensate for the sellers’ inability to inspect your products in person.
Here are some factors that guarantee your product images instantly grab the attention of visitors:
- Make sure the images are high-quality, so a potential customer can even view the fine details.
- The images shouldn’t be too small.
- Try to provide ‘zoom-in’ feature, so buyers can view the fine details closely.
- Maintain consistency in the size and style for all product images on your website.
- Do not use stock photos or take images from other sources; create custom images to make your brand/store stand out from competitors. This may be time-consuming, but it’s worth it.
- Make sure all your images are above the fold as much as possible
While these tips will help you create great product images, here are a few more to make them even more appealing, engaging, and relevant:
Create a Product Context
A high-quality image showing your product is great, but an image showing a person wearing or using it is even better.
It helps your potential buyers envision themselves using or wearing that product and make it easier for them to decide if the product is right for them.
Use Videos and/or Interactive Images
There are no two views about the fact that videos and interactive images are far more engaging than the still images. They also help potential buyers better understand the design and features of your product(s).
The smartphone company OnePlus surely knows how to use these features on product pages. Click here to understand how interactive images and videos can completely transform your product page.
Adding whitespace around the product image helps to ensure that your product is the centre of focus by reducing the noise and increasing the clarity.[Listen to this podcast episode to learn more about how images impact website conversions.]
2. Impactful – and Detailed – Product Description
Support the images with interesting and helpful descriptions of your products to help people take informed decisions.
While all ecommerce sellers know that description is one of the essential elements of a product page, not many of them are able to make the most of it.
As aptly highlighted by Neil Patel, this happens because the ecommerce businesses try to sell their products.
But, isn’t this what you want?
Despite the fact that your goal is to sell your products, you shouldn’t always be aggressively selling or pushing your visitors into buying if you want to be successful.
Sounds strange and conflicting?
It may sound weird, but it has now been a well known fact of the business world that people love to buy, but hate being sold to. What should you do then?
The simplest way out of this problem is to sell benefits, on top of features. Tell your audience the value (benefits) your products offer, how it fulfills their needs, or what they will gain out of it.
So make sure to highlight your products’ unique value propositions.
3. Address Buyers’ Concerns and Uncertainties
Although ecommerce is readily growing and it wouldn’t be a surprise if it takes over the traditional retail industry, ecommerce stores are at a slight disadvantage as compared to the brick and mortar stores.
The absence of physical interaction with customers and the buyers’ inability to physically see, check, and try the product makes selling a little harder for ecommerce businesses.
However, your job is to not let these factors affect your business – the good news is that it is entirely possible!
Ensuring that you address all the potential concerns and uncertainties of your audience is the way to make it happen.
These include providing all the essential details about the products, shipment details, exchange and refund policy, and size guides (if applicable).
Also, make sure to address the security concerns by displaying credit/debit card logos on the product pages and sharing with them how you ensure security of their data.
It is also highly recommended to have a detailed FAQ section and live chat feature, so the buyers can get in touch with you and get their questions answered and concerns addressed quickly.
4. Clear and Precise CTAs
Another important factor that helps you win customers is to make sure your product pages are free of clutter and confusion; they can ruin all your efforts that went into bringing your potential buyers to the decision stage of their journey. So, make sure there is no extra or irrelevant information or distractions on your product pages and the ‘add to cart’ and ‘checkout’ buttons are clear, highly visible, and consistent throughout.
5. Provide Social Proof
You probably already know the importance of providing reviews of your customers in helping you win more.
Like it or not, buyers trust the words, opinions, and viewpoints of similar folks a lot more than they trust what you say about your product, which makes perfect sense; a seller can lie or exaggerate, but buyers don’t.
So, reviews are the best ways for your audience to find out how your products actually are.
Here's one of my postcast on how to gather, and display testimonials the right way on your pages.
An Example of a Good Product Page
Let’s take a look at an example of amazing product page:
The product pages of this shoe company hit all the right notes. In addition to providing all the essential details about the products, they also provide details about the company’s vision and manufacturing process to help them learn about the company, if they want to, without having to leave the product page. To make sure no one leaves the product page just because they couldn’t find answers to their questions, the company has placed the ‘Customer Service’ tab on the top of all product pages, where it clearly visible.
Take a look at the screenshots of one of their product pages:
Winning customers in the digital world is hard and the ever increasing competition has been continuously making it harder.
Remember that you only have a few seconds to grab the attention of your potential buyers. If you are able to do that, you can make them stay longer on your website. No matter how amazing your products are, you wouldn’t be able to have high sales if your product pages fail to grab your audiences’ attention. It wouldn’t be wrong to say that in the world of ecommerce, it all comes down to the impact you make in the first few seconds.
Don’t let your chances of winning customers go waste just because you didn’t focus on product pages as much as you did on the homepage.