How to Create Product Pages that Convert

Unlike a corner store, your products need to be shown in the best possible way when your store is online. Whether you are selling bunny-footed pajamas or whittling knives, every single product description page on your store needs to be created and optimized for high conversion and sales.

This is the true test of your marketing strategies. Before we start, make sure you always remember The Three Essentials:

·Simplicity

Distraction, dear e-marchant, is your worst enemy. So instead of throwing everything you have on your product pages in a hodge-podge of chaos, remember to:

  1. Keep your design clean (with whitespaces, neat fonts, judicious use of blinky/flashy elements etc.)
  2. Make your content simple to read and understand (this isn’t the time for business terms, Jack)

·Performance

A customer clicked on your product page because he/she likes it and wants to know more. That’s the first step of conversion: capturing attention. Are you going to let it dissipate into nothingness with pages that load slow?

Good conversion rates demand instant response from the website. So optimize your store’s code for fast page load speed. Seriously: Never keep your prospects waiting.

·Trust

Use security seals, social counters, success stores, and customer reviews to build trust. You’ll notice that products with 3-star (or higher) reviews sell more than others.

 

Okay, let’s talk about individual product page elements and how to customize them for better conversion:

 

1. Product Titles

The ‘Heading’ must be clear and concise. Just state the brand name, product name, and if it’s not too long, the model number.

  • Must have specific, unique focus keyword
  • Written in legible, clean font
  • Don’t include your store/brand name (unless you are manufacturer and/or you are well-known)

 

2. Images

We process visual cues faster than language. That’s why over 90% of face-to-face conversation is non-verbal.

  • High-res (but optimized) images
  • Clearly showing the product in use

Never use cheesy stock photos if you are selling a service.

 

3. Videos:

If your product is high-tech or has special features, use videos to show them in action.

 

4. Description

The Description is important. And it’s not a place to add your corny, vapid jargon.

  • Write a compelling excerpt (but keep the superlatives in check, Dave)
  • Feature list: Stick to the point and keep it clear and concise
  • Benefit list: What problems does it solve? How it benefits the buyer?

 

5. CTA

MAKE IT ‘STAND OUT’!

That’s the only advice you need to keep in mind for CTAs. Call to Action (CTA) = What you want users to do, like ‘Add to Cart’ or ‘Checkout’. This is your page’s entire purpose.

It must always be a button and should be designed to ‘pop’ out from the rest of the page.

 

6. Price

Don’t pretend you’re giving stuff away for free and make sure your product prices are clearly visible.

 

7. Shipping costs

Instead of springing this up on the last checkout process and prompting cart abandonment, show shipping costs and options clearly on the product page itself.

Note: Ask for PIN code and tell your prospective customers if you offer free shipping in their area. (Your products sell more in locations where you offer free shipping)

 

8. Daily deals/ Offers:

This is a great way to prompt more sales by creating urgency (“Hurry! Offer till stock lasts” or “Offer valid till Pacific Midnight”).  If the product has discounted price during offer duration, show that too.
 

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