Product page optimization is key to any Ecommerce Business. It is the first and most important step in getting your products noticed and sold.
You evaluate your sales funnel by opening your store, and you quickly see that more work has to be done.
Ecommerce business expansion is challenging. It might not be easy to get your product pages just perfect in particular.
You're aware that your product pages need should encourage more customers to add your (great) items to their shopping carts, but you're not sure why or how to make that happen. It takes work to Product Page Optimization. In actuality, it's a problem that many e-commerce businesses face.
We asked our team of experts how you can Product Page Optimization since we know that a high-converting product page is worth its weight in gold (and a little bit more, as web pages are notoriously light).
They gave excellent counsel and even better illustrations.
Here is what you can learn from professionally designed and create powerful product pages.
What makes a great product page?
Product pages are easy in principle. You want to provide your ideal consumer with just enough information to enable them to make a purchase decision and persuade them that doing so would be beneficial to them.
The main objective of your product pages should be to increase user confidence by giving them all the information they need to make an informed decision and by making the purchase experience as simple and easy as possible.As Ahmed Samir, Content Strategist at as-educate puts it
However, if you believe it is easier said than done, you are correct. So where do you even begin?
A genuinely outstanding product page is made up of these four components:
- Your product
- Your brand
- Your copywriting
- Your page’s design
Your product is front and center since this is its moment to shine, but what you're offering may influence how it's presented—and what questions your buyers have before they commit to buying. It is vital to show how your product differs from the competitors.
Your brand matters everywhere, from social media photos to post-sale communications, but it is especially critical on product pages. Because of how things are discovered these days, someone may never view your homepage before purchasing from you, thus branding on your sites is important.
Your Copywriting is vital because it combines the textual information your clients require with your brand's distinct voice and tone. Copywriting and content play a significant influence in increasing conversion rates and SEO.
Your page design, All of these factors will influence it, but there are nuances to consider, particularly from the user's standpoint. The layout of the page and what is contained can have a significant influence on conversions. Quality product photos and even customer evaluations are a terrific way to display your items while also helping to increase conversions and metrics overall.
One of the finest investments you can make is in Product Page Optimization.
With that in mind, here are 11 particular things our professional team recommends you keep in mind when working on Product Page Optimization.
1. Do you have a clear call-to-action (CTA)?
On a product page, you have one goal: convince your consumer to click “Buy” (or “Add to Cart,” or whatever you name your main call-to-action button). That's why Maria Bonello, Director of Strategy at SMAKK Studios, suggests starting there whether you're troubleshooting or creating a new product page.
“Let's start with the fundamentals: the Add to Cart button is the page's most significant element and should be easily distinguishable from the surrounding text. To ensure that there are no obstructions or distractions that hinder the user, the space surrounding the button should be clear. Additionally, it should be clear as soon as you land on the page; for example, if your product description pushes the add to cart button below the browser's bottom, it's time for a makeover”.
Ever wondered what it looks like in person? Here is one of those.
For Wristology, SMAKK Studios made the artwork.
You can see that nothing in this area of the website is diverting your attention away from the reason you are there, and the CTA button occupies a lovely centre stage position above the fold. Which is purchasing.
Courtney Hartmann Tisa from Internet Marketing Inc. provides some further authoring guidance to complement the clarity approach.
“With CTAs, don't strive to be smart. “Add to Cart” or “Submit Order” links work just fine.”
There are appropriate times and places for creative branding and copywriting (which we'll discuss in a moment), but you should be careful to avoid confounding someone who is just trying to buy your products.
While there are several other factors contributing to Apple's success, they excel at inspiring their followers to take action. Usually, simplicity comes out on top.
2. Do you have great product photography?
The benefits of creating an online business are numerous.
You can market to everyone! You don't have a retail space's expensive overhead!
However, setting up an online store has a few significant drawbacks, one of which is that your buyers often cannot physically view, touch, taste, or use your items before making a purchase.
This explains why product photography is so important for your product pages and why practically every expert we talked to mentioned it as a crucial component of creating a strong page.
People DO judge a book by its cover when it comes to ecommerce, as my experience as a web designer has shown me, therefore invest in quality product photography.says Mark Perini, Founder of ICEE Social.
In case you're still on the fence about spending money on your photographs, stunning product photos have an influence that extends well beyond your product pages.
Make sure you are seen in the best possible light by truly making your items sparkle as they will appear on a variety of websites throughout the internet (social networks, Google Search, Bing, Ads, social recommendation sites, etc.)
To raise your search engine ranks, you must use high-quality photos. In addition to enhancing your branding, search engines like being able to show high-quality images in search results.
3. Do you have the right product photography?
You may make excellent product shots in a variety of ways, and there are certain simple rules that everyone should follow.
Given that your items are distinctive, your product photographs must be as well. SMAKK Studios' Maria Bonello discussed how they use Chinese herbs to illustrate how they make sure to emphasize the key features of a product through photography.
Traditional Chinese medicine (TCM) is produced by the company Dao Labs for a westernized market. They presented their idea to us, and we were challenged with developing a straightforward, contemporary brand that would make this sometimes misunderstood kind of holistic treatment seem approachable, legitimate, and crucial to healthy living. We wanted to provide a more comprehensive story about the product on the product page since we felt that our audience was less likely to be familiar with TCM. We explain the advantages, applications, and background of each product on each page in an easy manner.
She continues by discussing a little about how you might use this for your brand.
“This is your chance to create a user experience that showcases your product to its full potential. Show several perspectives, let viewers zoom in, and draw attention to distinctive aspects – outstanding photography raises credibility and expectations.
4. Do you link your images to your variants?
Naming your product variations (colors, smells, etc.) is a terrific approach to give your goods some individuality.
However, if you go too far, your potential clients might not be aware of what “Frosted Dreamscape” genuinely seems to be on a shirt. Is that pink? White? Multicolor? Transparent?
According to Alan Schaffer, Director of Bismuth Studios, connecting your photos to your product variations is crucial and may boost conversions on your product pages.
“One of the most typical errors I see people making is not attaching photos to your versions. It might be challenging for clients to choose the proper hue because many individuals give their colors weird names“.
As long as it is accompanied by an equal amount of clarity, personality is fantastic.
5. Do you have the right amount of detail for your price?
You might not require as much detail as you would for a premium item if you're selling at a low price range. But Alan cautions that if your product is on the more expensive (and luxurious) end of the spectrum, you should consider this while designing your product page.
“Make sure your text will assist you back up that price if you have a straightforward product with a somewhat high price point. Make sure you accurately describe the components, the history, and the motivation behind this product“.
“Often, business owners assume that their clients are as knowledgeable and knowledgeable about their goods as they are, but this couldn't be further from the reality. Instead of assuming that your consumer already understands your product or why you are acting the way you are, you should make every effort to clearly express the quality and worth of your offering”.
“Often, business owners assume that their clients are as knowledgeable and knowledgeable about their goods as they are, but this couldn't be further from the reality”.
Even if you aren't a premium brand and don't ever plan to be one, it's important to consider if your product pages have enough details to address the queries of your consumers. Simply said, it only becomes crucial when you're going for a high price.
6. Do you have the right amount of detail for your customers?
The quantity of material you have on your product page can be influenced by your product, it's pricing, and other factors, but your consumers are always the most crucial element.
you must offer sufficient material for every consumer, regardless of whether they are already knowledgeable about the things you sell or are only beginning to do so.says Rosara Joseph from VentureWeb.
“Information geared toward your existing and potential clients must be included on your product pages. Some of your customers will be specialists in the kinds of goods you sell, while others may have less prior expertise. Without being patronizing or talking down to your users, make sure the information you give is helpful and clear for as many people as possible”.
For instance, we collaborate with outdoor and adventure businesses. Getting the perfect mix between tech geek information (the figures and data regarding measures, weight, materials used, etc.) and content that appeals to a less tech-focused individual has been one of our challenges. Communication of the customer advantage of your product's qualities should always be a priority. For instance, if you plan to ride primarily on gravel trails, a mountain bike with a larger suspension won't be essential while offering better control and stability on fast, rough terrain.
“Always be careful to explain how your product's characteristics help consumers”.
And don't worry if you're unsure how this could apply beyond the adventure community; Rosara provided us with some specific pointers to assist you to strike this balance on your product page.
- Product films that are done well may pack a lot of intricate facts and narratives into a little clip. Use thorough screenshots to highlight the characteristics of your product or service.
- Make use of user experience elements like drop-down menus, overlay or pop-over boxes, and material that appears as you hover over it. By doing so, people who wish to read more in-depth material may do so without the website being cluttered or overwhelming.
- When composing your text, have a clear framework and hierarchy. Users will find it a lot simpler to browse through your material and locate what they're searching for if you utilize headers and subheadings carefully.
- Make effective product guides that precisely address the queries your target audience will have by anticipating their questions. A powerful technique to demonstrate the quality of your products is to highlight customer feedback on their respective product pages.
7. Do you have a well-branded product page?
Your brand extends beyond your logo and social media visuals. It contains everything you believe in, who you serve, and the motivation behind your actions (and, yeah, visuals are important too!) According to Mark Perini, Founder of ICEE Social, your brand may make or destroy your product pages.
“Your ability to incorporate your brand's DNA into the page will make the difference between Product Page Optimization and a fantastic product page. I want to know about your brand in two seconds as a visitor as soon as I get on the product page”.
So how do you go about doing that? Perini suggests a little mental exercise to get you started.
Put your brand in the best possible light if you're beginning from scratch on a product page because some people may never see your homepage (whether they're referred over from your social networking sites, a landing page, or an article).
When my client Pinpaper Press noticed that the majority of their referrals were landing on the product page, they adjusted the wording and layout of the page to make their brand stand out right away.
You can see right away what the product is about thanks to its simple, clean visuals: traditional Christmas joy with a contemporary twist.
8. Do you have aspirational content?
Other than your family, the majority of your clients don't purchase your goods out of affection for you. They want your items to benefit them somehow—to solve a problem, improve their lives, or enable them to do something. They should have no trouble understanding how your items can do that from your product site.
“Make your material an answer to a goal, suggests VentureWeb's Rosara Joseph. “Consider how your product may improve the lives of your users to more pleasurable, efficient, or entertaining. How does riding this bike improve your riding skills and speed? How would these skis enable you to manoeuvre through the thick powder like a rock star?”.
“Consider how your product may contribute to making your consumers' life more pleasurable, efficient, or entertaining”.
Aspirations are important to your consumers and the success of your product page, as numerous of our experts agreed. As explained by Maria from SMAKK Studios:
It all comes down to lifestyle. How can you make your brand and products relevant to your customers? How do they fit into a particular lifestyle? Selling your items is all about the narrative you create around them. Make the brand and the products come to life by directing your consumers toward the crucial aspects.
Whether you're selling software or actual goods on your e-commerce website, you need to make it clear how what you have to offer will make your clients' lives better.
9. Do you have content that sounds human?
It might be simple to fall into uninteresting paragraphs and uninteresting bullets when you're attempting to fit all your features into the page. That's acceptable for a first draught, but remember to go back and add a little of your brand voice before publishing your page.
Maria says, “Descriptions don't have to be boring; spend the time and effort to appeal to your users”.
“Consider your audience and how you can bring your brand to life while writing. Would saying “you guys” be appropriate? Wonderful, go for it! However, if something doesn't seem real to your brand, don't attempt to force it to work since it won't be true to who you are and probably won't connect with your audience. It's also crucial to keep in mind that the majority of your customers won't read, so don't write excessive amounts of material. Owning your voice can help you leave a lasting impression because you only have about.02 seconds to create an impact”.
One of the best ways to swiftly address some of the most common queries or worries your clients may have is by using a thorough FAQ page. Here, simplicity and directness of speech are the main objectives.
Wristology is a fantastic example that Maria has ready if you'd want to see this in action.
“We often include Wristology when discussing excellent product page text. A direct-to-consumer watch company called Wristology sells stylish timepieces for $50 or less”.
Even though their company on Amazon was already thriving, they wanted to transfer the character and aesthetic of their timepieces to their website. With their target audience's interest in fashion, we collaborated with them to rebuild their brand and website. In designing this, we gave a lot of attention to the brand identity of Wristology, the demographics of its target market, their interests, and the function Wristology serves in the lives of its users.
Every touchpoint was designed with this demographic in mind, including the product text. We talked to them instead of at them, imitating the tone and voice of their sophisticated older sister or best friend.
10. Do you have social proof?
A landing page is ultimately a product page, so you may borrow some of the greatest strategies from more “conventional” landing page guidance. Without social proof, a landing page wouldn't be a landing page, and the same is true of your product pages.
“Increasing social proof increases credibility and unquestionably increases conversion. First-person testimonies, Instagram photographs, and reviews are excellent ways to increase customer confidence and promote purchase behavior. Giving consumers a cause to believe enhances the purchase experience, particularly for new companies, as Maria tells us.
“MD Solar Sciences provided this example. We made them the center of attention to boost customer trust in their sun care line because they constantly receive excellent evaluations”.
11. Do you have a good understanding of your customer?
You must have a thorough understanding of your target market to make any of these judgments, from how much information to include to which product features to emphasize in your photographs.
“The key is to focus on your audience and develop a tale that resonates with them. Do your research to understand your customers and discover their identities, drives, and priorities”.
Maria gives the following illustration of how they were able to analyze a consumer profile to determine what would make a fantastic product page: James, Phoebe. In collaboration with the company, SMAKK Studios developed an ideal client profile and customized the shop (as well as the product pages) for her.
“We developed Phoebe James, a complex character that embodied the brand values. We labored to develop Phoebe's environment, considering everything from her point of view and in light of her principles. You may then begin to develop your story and create a niche for yourself in the industry from there. Make sure that your product page incorporates this narrative. Spend the time and money necessary to make your items stand out, rather than merely showing one product shot on white”.
Investigate the profitable e-commerce enterprises in your industry. Note the product pages there. What are they doing well? What might be done better?
So what makes a great product page?
It's not as straightforward as picking one of these bits of advice and moving on. Your product page will constantly strike a balance between all of these elements and will change as you go.