An eCommerce store may thrive or will die based on the quality and elements of the product pages. No product, be it very interested for the buyers, can overcome a poorly laid-out page, and thus it’s critical to insert all the required elements and to investt the same amount of time and energy into product pages as you do into curating the products themselves, or the homepage.
The makeup of a product page differs from store to store. However, there are some elements of a product page that are necessary no matter what a store sells or how it positions its brand. We’ll take some examples for you to be inspired by.
Images & photography of your product pages
You should have a detailed, large main photography and, depending on your products, at least several more. For example, in this store, the owner has a main photography of the T-Shirt model and than eight more, which can be enlarged. The tees are also placed on models, so that the clients will get a better sense on how it will look like.
It is essential to have great photos/images on your product pages, as the buyers do not have the luxury of actually touching the items, as in a brick and mortar store. It’s also important to have the zoom in/out capability.
According to a 2019 eMarketer article (which was based on earlier research from Salsify), on average American online shoppers expect to see six product images on a product detail page. Two age groups — 18-to-24-year-olds and 35-to-44-year-olds — desired eight images.
Video for the product page
Videos are a little newer to ecommerce product pages but are no less important. The infrastructure required to create these functional, item-focused videos is somewhat more complex than that of photos, but store owners with a simple lighting setup, a neutral backdrop and a smartphone or tablet with a video camera are able to make them. Zappos, for example, does a GREAT job in advertising several products with video reviews.
You may be interested in advertising the more expensive products through well made video reviews/presentation reviews on your product pages.
Product videos focus on the functional aspects of merchandise that can’t be displayed in still images, giving shoppers a more complete view of a product. For stores selling products with complicated moving parts or other functionality in need of explanation, a how-to video or written guide is needed. Store owners can provide these videos and related information on product pages as well as on a dedicated FAQ page.
Product descriptions on product pages
The description of the item for sale is, in concert with photos and video, the best chance a store owner has to make a sale and convert a visitor into a buyer. Pictures tell customers about products in ways that words can’t, but the description is absolutely necessary to provide as much information as is possible. There are plenty of attributes that are hard to convey through pictures and video, ranging from thread counts and type of material used in bedding and clothing to the internal specifications and capabilities of electronics. Providing a wide range of product info in a concise, easy-to-read format increases the potential for making sales and satisfying customers.
One effective, straightforward approach to creating product descriptions is the journalist’s approach. Reporters typically answer six questions – who, what, where, when, why and how – when they write a story, ideally providing basic answers in the first paragraph of a written story or verbal report. Ecommerce store owners can use a very similar approach to make sure they’re providing all the necessary product information. The formatting of this content can vary from store to store, and even between different types of products. Written words are obviously powerful, but some information, especially technical details, are better listed in a tabular or similar format. Using a paragraph or two to bracket tabular or bullet points of technical information is a popular approach to mixing this kind of information.
Action you can take
While there’s no one-size-fits-all formula that fits any and all product types and industries, there are actions you can take to ensure your product description appeals to your audience:
- Write your own product description as opposed to using manufacturer’s
- Write paragraph(s) of prose along with a bulleted list of specs or product features; this resultsin increased conversion rate, lower cart abandonment, and a lower return rate
- Appeal to user’s emotions use phrases and pieces of information that they use when talking about it
- Tell a story about the product, like who made it, what inspired it, or how you tested it; stories make readers forget they’re being sold to.
Price and call-to-action on product pages
A simple call-to-action button (“Add to Cart”) and the price (“$199.95”) appears just below the images on mobile and to the right on desktop computers on Kelty.com store.
These elements are essential, so Kelty places them near the top. A returning shopper, for example, can use the product images and price to verify she has come to the right item.
Product reviews on the eCommerce pages
The reviews of your merchandise that customers provide are powerful ecommerce marketing tools and need to be given a significant amount of space on product pages. Reviews complement the product details written by a store owner and provide a different perspective on how a product looks, feels and functions. In fact, many different marketing studies have proven the effectiveness of placing reviews on product pages.
The inclusion of reviews has to be planned from the start, but they obviously can’t be used until they’re provided by shoppers. Ecommerce store owners need to encourage product reviews early on so that they can use these powerful tools in marketing and sales efforts. The case is much the same with reviews from publications and bloggers; these need to be sought out and encouraged to gain the most benefit.
A great and fair Shopify app that offers plenty of features for product pages is VITALS – it includes even a product reviews app. You can try it for free for 30 days.
Design and layout of the product page
The overall appearance of a product page doesn’t have to be too involved. The focus has to be the clear display of the product itself and not the Web design or layout skills of a store owner. With that in mind, a few elements of design are necessary to make a page visually interesting. Color usage is important in background elements, and should follow along with the design guidelines used throughout the rest of the store.
The logo or word mark should be visible but shouldn’t take away from the prime image and focus of the page: the product description and the hero image. There are plenty of standard product page templates available that take the guesswork out of page design and let store owners focus on getting them live.
Place Shipping Details Front and Center on your product page
Have you ever found that wonderful product, the perfect version of something you needed at the time, only to get to the checkout stage and see the shipping cost twice the cost of the product?
I can recall times I wanted to buy a planner, running shoes, and a pricey piece of tech, but have given up because of that exact reason.
In fact, as much as 66% of online shoppers have decided not to buy an item because of shipping costs.
In an ideal world, shipping would always be free and everyone would be happy. If you can’t offer free shipping, you can take these steps to encourage your customer to add the product to cart:
- Make the details obvious, transparent, and easy to notice; they don’t need to take up much space
- Have a flat fee or a shipping calculator based on postcode or country
- Display any opportunities for lower or free shipping, like a certain amount spent
Asos makes Shipping, be it free or not, very visible on the product page, so that there are no unwanted surprises to the clients.
Take-aways for your eCommerce product pages
Now you know all the required steps you need to take to make your product pages better. Get inspired by these examples and take all these actions, as they will help you create an attractive, reliable experience for your future customers.
And now, over to you—what do you think are some of the most important elements of a product page that increases sales? We’d love to hear your thoughts on this subject.