As an e-commerce business owner, you already know that your product page is where the majority of your customers make the final decision to either buy your product or leave your store. Unfortunately, the all-important product page is often one of the most neglected sections of the sales funnel.
While most store owners tend to focus on improving
their checkout page, or tweaking the process of what takes place after a
potential customer adds a product to their cart, most customers won’t even get
that far unless you create solid product pages that convert.
Your product page exists to tell your customers why your product is awesome, explain which need the product addresses or what problem it solves, and lists the details a customer will want to see before making their purchasing decision. High-quality photos of your product and well-written product descriptions are certainly important, but at most they are window dressing; there is a lot more required to make sure you write a great product page.
Highlight Your Call to Action
This seems like an obvious point, but in your
pursuit of the ideal product page make sure you foreground the most important
part of the page: your add to cart button. Buying your product should be made
as easy as possible, which means your call to action should be impossible to miss
by even the slowest customer.
One of the obvious downsides of shopping online is
that your customer is not able to touch, feel, or examine in person the product
that they are considering purchasing. As a result, product visuals do a lot of
the heavy lifting in trying to bridge this experiential gap.
Indeed, product photography can make or break an e-commerce site, but keep in mind that visuals aren’t limited to photography, and using visuals effectively isn’t only about aesthetics. Great photography, GIFs, and videos can anticipate your customers’ questions and concerns, and help them make a more informed decision.
Draw Attention to Testimonials
A general rule of e-commerce is that the more a
product rests on providing a specific positive outcome, the more valuable it is
that a business collects – and showcases – customer testimonials. Reviews, on
the other hand, are fast becoming an essential tool for establishing trust in
almost every product category.
Nearly 95% percent of shoppers say they read reviews before deciding whether or not to make a purchase, and surveys consistently show that customers trust reviews more than descriptions provided by the store or manufacturer.
With that knowledge in mind, look for ways to
catch your customer’s attention, or otherwise naturally integrate the social
proof that such reviews provide. At the same time, make it easy for customers
to leave a review of the product once they have made a purchase; each positive
review is essential fodder for your ideal product page.
Sometimes, the biggest
impacts on your business can be sourced from the smallest changes. Don’t
neglect your product pages; they might be the difference between a good month
and an excellent month.