When we shop online, we are essentially buying a product we have seen in a photo. We haven’t been able to touch it or see it in person and, if it’s a food product, we don’t even know what it smells like. Our 5 senses are reduced to one: sight.
For all these reasons, the product page becomes a decisive element in turning a user into a customer.
What should a conversion-focused product page look like?
Image factor. Product detail photos must be high quality. They should help users see the product properly and in as much detail as possible. If the product is good but the image is poor or unclear, the user will go to a competitor. PanellasShoes is a good example. It has high-quality images, shows the product from several angles, and offers zoom and detail views. The images are so good you can even make out where the nails joining the heel to the sole are.
Descriptive factor. Explain to users everything they can’t see with their own eyes. Give them information. Online, users have no sales assistant to answer their questions on the spot, so don’t leave them with any. There are chats for information requests and contact channels such as email or social media, but it is better for users to use those channels for other matters. Make their job easier. Help them reach the shopping cart feeling confident.
For example, if it’s a piece of furniture, specify its dimensions, finishes, material, the hardware it uses… Don’t leave out any relevant information.
When writing the product page, make it your own. Don’t copy the manufacturer’s description. Adapt the text to the language of your potential audience. You will stand out from competitors and search engines will look on you favorably, which helps your SEO, especially if you include keywords in your copy and avoid duplicate content.
Include information about product availability, benefits, shipping terms, the returns policy, and the privacy and security policy.
Social factor. Make it easy for your products to spread on social media and, above all, add a “send to a friend” option: the user may not be interested, but might know someone who is. Being present on social media can also help you practice active listening.
Rating factor. Let users rate products and leave reviews. You can do it visually with star ratings
Cross-selling factor. Offer customers related products. It can boost sales of other items.
Price factor. It must be clearly visible at a glance. Don’t hide it: it’s an essential element.
Hook factor. If you have offers, discounts, free shipping or any other promotion that applies to that product, remind users. Remember, they are about to add it to their cart.
Cart factor. Place the buy button somewhere visible, close to the price and after the general description.
In short, the product page must contain the information that helps users get to know the product they are about to buy, and it must also be geared toward the shopping cart.
