How To Create Highly-Converting eCommerce Product Pages
Ecommerce and Shopify experts agree that the most important page on your ecommerce site is your product page.
So this begs the question––how relevant are the rest of the pages, which is to say, how should you prioritise them?
The most important pages on your digital store, in order, are:
- Product detail pages
- Product listing pages
- Shopping cart pages
- Thank you pages
In this article, we’re diving into product detail pages to give you critical information on how to make your product pages conversion machines. Once you have a template down, apply auto-pilot and watch your sales skyrocket.
Why Product Pages Are So Important
It may seem obvious––the product page is where a customer is invited to ‘buy now.’ It begins the formal buying process. When a visitor clicks the CTA button, they’re committed to following through.
By then, they’ve already been on a bit of a journey with your brand, right? Well, not necessarily.
All types of visitors land on your product page. They come from the Google search engine, from your landing page, from an affiliate link, and a variety of other places.
Some visitors are already familiar with your brand, which means you don’t have to convince them. They likely sought out your brand specifically because they know and trust it. However, the reality is that you have no idea how well each visitor knows your brand, so that product page has to appeal to all eyes.
Your product page must attract, acquaint, and ultimately convince each one of your visitors.
It must include sufficient details to satisfy their buying needs without overwhelming them. Images must reflect what they expect to receive from buying your product. And the typography and other design elements should positively trigger the deep psychology that prompts them to click ‘buy now’.
To get the most conversions possible, your product pages should master these tasks:
- Catch your visitors' interest
- Keep them happily engaged
- Convert them to paying customers
That’s just the start of it. We’ll break it down to the finer details.
What features should you prioritise on your product pages?
Sharp, High-Quality Images
Imagine a product page with terrible photos. Not only does it fail to provide a clear picture of the actual product, it communicates that if you don’t care enough to properly represent your brand, which is to say that you probably don’t put much effort into developing your products either. Any iota of trust goes out the window.
High-quality images are clear, sharp, and represent your target audience. And it goes without saying that they should also be optimised for a variety of devices.
Clear Pricing with Any Sales Highlighted
The longer someone has to search for the product price, the less likely they are to click the buy now button. Prices, sales, and promos should be obvious. If price varies by product feature, that information should also be clear––and clearly explained.
Highlight any sales and include not only the discounted price but the percentage off or savings in dollars to satisfy the different styles of understanding information (the more cognitive styles you can meet, the better).
We mentioned this in the previous section on pricing. Any variations of your product, such as color, size, or style should be clearly described and shown without your visitors needing to search for it.
Collective confirmation, herd consensus, mass endorsement. Whatever you want to call it, ratings are the key indicators that a particular product is worth buying. People want to buy what many other people buy.
Even if you’re just getting started and only five customers have rated your product, get those ratings up there. A 5-star rating method is common and easy for people to identify and understand.
Back those ratings up with reviews that visitors can access easily. (We don’t recommend cluttering up your product pages with the reviews, but rather, include a link to a reviews page).
These are symbols that indicate options. People like being informed, and they like knowing they can choose from a variety of options. Include your payment methods clearly, offer size guides where applicable, and give delivery options with their price points.
We also recommend adding FAQs about the product in the form of a drop-down list, to minimise clutter.
The BUY NOW or ADD TO CART button should be prominent, appearing right below or beside the product. Once clicked, it should take the customer directly to the payment page. Any delays or interruptions may cause your buyer to back out, so ensure this link is ironclad.
Considerations for Mobile Optimisation
It’s estimated that over 70% of all ecommerce will be m-commerce by the end of 2021 (source). That makes mobile optimisation an imperative. Prioritise features and only include the most critical ones in this order:
- Product image & name
- CTA button
Fix the CTA button and price to the bottom of the screen to allow more room for content and a better user experience. If you’re wondering whether you should build an app for your ecommerce site, read this.
Budget Allocation for Product Pages
Speaking of user experience… images, load time, copywriting, design––all of these are critical components. So, how do you know which ones to prioritise as you map out a budget for outsourcing work?
The short answer is that it depends on the business you’re in. As ecommerce and Shopify experts, we can help you navigate budget allocation and other ecommerce concerns. Give us a call to book a free strategy session today.
December 1, 2021