How you structure your eCommerce product page often determines whether visitors will purchase the product in your online shop. The product page usually consists of a few different elements (e.g. – product description, product photos/videos, product reviews, product pricing).
In my opinion, the product page should serve to tell the product story and each of the elements should tell its part of the product story.
What do I mean by the product story?
Content marketing has changed from a nice to have to a must have. Customers’ expectations when buying online have significantly increased. Simply having ‘good’ content is not enough anymore – you need content which is interesting and inspirational.
When thinking about the product story, think about why your customer should buy your product? What customer’s problem does your product solve? How will your customer’s life be better after purchasing the product?
Now, let me describe which 3 elements are extremely important when speaking about the eCommerce product page and what you should consider with each of them.
1. Product Description and Specifications
Firstly, make sure the product name is clear. Don’t use some technical name you are using internally in your company. The internal names often don’t mean anything and serve only to confuse your customers. It is important that the product name resonates with customers and evokes desire.
I will never forget the situation I had a couple of years ago when one product wasn’t selling at all. I didn’t understand why this product in my shop had such poor sales and in other countries it was a top seller. It turned out that the translation of this product’s name wasn’t good.
The supplier whose product we were selling in the shop had different names in different countries for the same product. For some reason, this hadn’t translated as well as it should have been.
Once we realized this and changed the name, we saw 4x sales acceleration in just under one week. It was a big learning experience: The product name is very important and has a higher impact on sales than you could imagine.
Once the product name has been chosen, the next step is the product description. When writing a product description, write a product story and make sure you use words which will help your customers understand your product.
This can be achieved by answering the following questions:
- What does your product do? (what kind of problem does it solve?).
- Who is your product for? (why is it the right one for your potential buyer?)
- How does it differentiate from competitors’ products?
- Which material is the product made from? (this is especially important nowadays when more and more customers appreciate natural materials)
One of the tools that can be very useful when writing a product description is the Google trend tool. This will give you insights into key search terms related to your products. Including them in your description is important because of SEO (search engine optimization) ranking.
Furthermore, Google trends can be utilized to get insights into the customers’ problems and the expectations related to resolving these problems. You can use these insights to make your product description compelling and resonate with customers.
Once you have answered the questions I listed above, make sure to connect all these elements into a compelling story which will resonate with customers and create a connection between potential customers and your brand.
2. Product photos/videos
The fact customers cannot see or touch when buying online doesn’t mean you cannot deliver an amazing customer experience via your eCommerce store. Products’ photos and videos are extremely important and have one important goal which is to help potential buyers to see what the product looks like and imagine how it feels.
Three things to bear in mind:
- Make sure you show the product from different angels & enable your customers to zoom in on photos. This is super important because when it comes to online buying every detail count.
- Many times, online sellers ask themselves how many photos of products they should show. Some experts recommend that customers expect to see at least 6 -10 images per product. However, this doesn’t mean you need to stop at number 10. Furthermore, if you are showing photos of your customers using your products (which is very good and a recommended strategy) you probably have way more than 10 photos and that’s okay. However, I noticed that sometimes when shops show more than 10 images, some of images are very similar, so make sure you don’t place quantity over quality i.e. make sure each photo is unique and shows a different aspect of the product
- Some of the latest research also indicates that 360-degree images can bring amazing results, so maybe this could be something you may want to test in your shop. Certainly, based on my experience, I can confirm that when testing 360-degree images in our shop, we saw amazing acceleration in the conversion rate.
If you can afford it, I would also recommend having a product video. This is very powerful when it comes to the buying decision. Product videos take a product detail page to a new level and if done correctly will increase your conversion rate.
3. Product pricing and call to action
The position of price and a call to action in the product detail page is a very important element. While it is true that there are several general guidelines about the positions and specifics of these two, it is also true that in order to find the winning formula for your shop, you would need to run some of the A/B tests.
This can help you to see what preforms the best in your shop. I would recommend keeping the call to action visible, clear and easy (e.g. it can be as simple as add to cart, buy now, try now etc..). The button color of CTA should be prominent, so you should use a color that stands out on the product page so customers cannot miss it. But also make sure your colors are not too aggressive (the best way to find out what works is A/B testing).
When it comes to product pricing, please bear in mind the following:
- Clearly display the product price
- Make sure you have nicely rounded pricing
- Highlight discounts if you offer any
A compelling eCommerce product page can make all the difference as to whether customers buy your product or not. For that reason it is really worth having a highly optimized eCommerce product page.
Of course, the best technique to find out what gives you the highest conversion rate is A/B testing, but if you don’t have this option or time, you can also consider and apply the techniques outlined above.
So, these are some of the methods you can utilize in your own online shop.
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