INTRODUCTION
A product page is what defines the features, manufacturer, uses and a lot more, about a certain product, in e-commerce. It is a page on an e-commerce website that defines a product in its entirety. This allows the users to look deeply into what a product offers and how it will benefit them once they buy it. Hence, optimizing your product page plays an important role to boost your eCommerce sales.
Why Is It Used?
E-commerce is a crowded market and it’s only getting more competitive. To get ahead of the competition, your product pages need to be in tip-top shape. It’s not enough to just have a website or an app anymore. When a customer arrives at the landing page of your product, they need to have a clear path to purchase. Helping your potential customers turn from visitors to shoppers is easier said than done. When you’re planning to promote new product on your site, you need to make sure it’s set up for success.
What Does It Offer?
The product page is crucial in ecommerce because it acts like a sales promotion girl (SPG) or sales promotion boy (SPB) and will boost your ecommerce sales. You don’t have to open your mouth to sell the product on ecommerce. Instead, the product page itself will speak to your customer and entice them to buy the products.
At any top digital strategy agency, they’ll tell you that every ecommerce product page needs to include a set of features that drive sales. It can be frustrating to see a well-executed product launch get halted by a lack of web traffic and conversion.
Ensuring you have these thirteen elements on the page should help give you the best shot at converting visitors to customers.
PRODUCT PAGE ELEMENTS TO BOOST E-COMMERCE SALES
Product Title
Basically, a product title doesn’t affect your conversion, but an enticing product title can drive people to visit your product page. Your product title must describe the product clearly, so there is no misunderstanding about the product you sell. Ensure you don’t make any typos in your product title, or customers will feel doubt about shopping in your ecommerce store.
Mug Dom has a unique way of selling its product through personalized product titles. As we can see from the picture below, the way Mug Dom sells the accountant mug by naming the product title more personalized for the accountant like “Limited Edition – My Accounting Degree 11 Oz Mug.” This way, anyone looking for an accountant mug will feel that they must have the mug.
Personalization on the product title can work really well especially if you sell print-on-demand products.
High-Quality Product Image
I can’t stress the importance of the quality of your product image. In the ecommerce world, the customer can’t touch the product directly. It’s really important that you provide product photos or videos from different angles to showcase what the product looks like.
Product images can make or break your sales conversion, so ensure to provide high-quality product images on your product. It’s shown how professional your ecommerce store is to serve the customer. In some cases, apparel brands use user-generated content (UGC) on their product image. As you can see from the picture below, Gym Shark, a fitness apparel brand uses several models to pose with its products.
Meanwhile, some ecommerce brand stores invest in 360-spin product photography to rotate the product to get 360-degree views. One of them is Sawyer which sells tap filters to provide clean water with rapid filtration. This is an excellent initiative from Sawyer to provide interactive 360 spin images on their products. So the customer can see the overall products in 3D view before deciding to buy.
Likewise, you also want to include plenty of white space around the product to help drive the visitor’s eyes to the product. Everyone from Apple to big box stores like Target uses this for their strategy for their product pages. Combine quality images with these other elements of successful e-commerce page and you’ll be in good shape.
Product Video
A great image isn’t just going to convince someone to buy a product. In fact, sales are usually higher for products where customers see someone meaningfully interacting with the product. What does that look like? Well, videos are one way to help show what the product looks like while being used.
Having a product video on your product page can help to convince your website visitors to buy your products. In addition, the video will explain the product’s benefits, and features or share good testimonials from customers.
Boom by Cindy Joseph includes the product video on their product pages that share their product benefit and how it can satisfy their customers. The 50-sec video looks enticing by using user-generated content video. You can reverse engineer your product video like Boom by Cindy Joseph.
Call to Action Button For Sale Conversion
Brand strategy services will always say two things that keep a customer from buying something they know they want: a clear listing of the price and simple-to-follow call to action. We often see the latter in e-commerce listed simply with a button that reads “add to cart” or “purchase” or “Wishlist” button. No matter how great you craft your product page, if the customer can’t see the add to cart button, this will lead you to zero conversion. As we can see, Nike provides two calls to action on its product page: “Add to Bag” and “Favourite”.
You want to ensure that the call to action button is put on the top of the product page so that customers can see it clearly once customers land at your product page. You can even A/B test your call to action color button to see which ones drive more people to add the product to their cart.
In some cases, other ecommerce stores prefer to use a floating call to action button (sticky button) on their mobile view in which the add to cart button will keep following you when you’re scrolling down the product page. This way, it can help to increase the click-through ratio (CTR) of add to cart metric on your ecommerce store.
Product Price
Product price is mandatory on every product page. This is because you want the customer able to know exactly the price of the product. That’s why the product price usually will be placed below the product title.
Another best practice that you can do is to compare your product price with other competitors’ prices. This way, you entice the customer to buy your product because you offer a lower price.
The other strategy that most ecommerce stores use is by reducing your product price by $0.01. For example,
Let’s say your product price at $40. You can subtract your product price by $0.01 to become $39.99, which looks slightly cheaper in the customer’s eye. This strategy is to make the customer only focus on the left side digit, which is $39, instead of $40. This strategy can boost your ecommerce store sales.
Product Option (Variant)
Do you sell products that have a variant in color, size, and style? You want to ensure that the customer can see the variant option clearly not to confuse them when they want to buy the products.
Fashion Nova did a great job providing the color and size options for their dress, so the customer can see which size is available and sold out. In addition, the product option makes the customer feel convenient when shopping on your ecommerce store, which can help increase the user experience and boost your ecommerce store sales.
Product Description For Sales Conversion
The product description is like an SPG/SPB to your product. The copywriting on your product page will entice the customer to buy the product. It’s like you’re selling to people without speaking in front of your customer. Your product page will do the job for you. The product description basically consists of two important parts explaining about product’s key features and specifications.
Keep it short and simple. Breaking things down into bullet points is helpful too. Only this way to avoid boring the customer before they even learn everything there is to know about your product. In short, a customer isn’t going to stick around to read a giant paragraph of plain text. Keep it simple and quick by using keywords for your product and getting to the gist right away.
Hence, you need to write compelling product descriptions that explain the benefits and features, so the customer knows exactly why they need your products. Getquip is doing a great job on its product description. They comprehensively explain the product benefits and features with a pop-up box, as seen in the picture below.
Urgency and Availability
Putting count down timer and stock availability can help to boost ecommerce sales by pushing the sense of urgency. People fear missing out on the products they love. Hence, they tend to purchase the products. Usually, many brands will put countdown timer on their specific product page or collection page when they have special deals such as Flash Sale or Weekend Deals, Black Friday, or Cyber Monday deal campaigns.
Here we can see a different strategy from Make ship to build a sense of urgency on their plush campaign. Make ship put a countdown timer that entices people to buy the plush and reach 200 pcs sold minimum to produce the plushie. If within the specified time, the plushies sold don’t achieve the 200 pcs quantity sold. The plushies will not be made, and the customer will be refunded. This campaign works effectively to reach the goal (200 pcs sold) since people want the plush, which is only produced once to build its exclusivity. We can see many successful campaigns funded on Make ship when the artists want to create their own plush characters.
Social Proof (Customer Reviews)
One thing you’ll hear a lot of trusted digital strategy services agencies argue is that customers don’t necessarily always trust the seller to give an honest review of their product. Customer reviews are really important to boost your ecommerce sales. Many people will doubt purchasing your product if they don’t see any testimonials from previous customers. People want to see what others said about your brand quality.
Putting customer reviews on your product page can eliminate any doubt from customers, especially if your brand is still new. Besides, people want to ensure that they will not get a scam product. Therefore, I highly recommend you enable the product reviews to be shown on your product page. You can even prioritize the top reviews on top, but don’t filter out criticisms either. People won’t trust your product page if it’s just 5 stars all-around. Here is an example of the product review from PuraVida Bracelets.
FAQ Section
Some products will need to have further information before customers decide to buy, especially if your product has specific benefits and features such as medicine, supplements, cosmetics, gadgets, etc. Frequently asked questions (FAQ) can help answer common customer questions about your products, like how to use them, how the side effect, how you should use the product, etc.
Wonderbly, a company that creates personalized books for children and adults, knows that their customer has many questions about the books before deciding to purchase. Hence, at the bottom of their product page, they put FAQ sections to answer all the common questions from the customer. This strategy really helps to eliminate any doubt that will delay the customer from purchasing the product.
Live Chat
When customers come to an offline store, they will like to ask customer service about the product before purchasing the product. After the customer support explains the product, the customer will buy the product. The same thing happened in your ecommerce store. When you have website visitors coming to your site, some people may need help finding something or looking for advice before purchasing.
Now you came to know how important it is, to develop good conversational UX for your online store. When you provide a live chat feature on your online store, you can chat with your customer to offer instant customer service and even talk with them personally to know what they want from our online store. This is why Wanderer Bracelets have real-time human live chat to serve their customers to boost their ecommerce sales.
Some of the ecommerce stores may have a high volume of traffic. Hence providing live chat with human interaction can be overwhelming. Hence, providing chatbots to serve the customer 24/7/365 can be a great option, especially if the customer keeps having the same questions. It means you can automate the process and help to boost your ecommerce sales by providing support.
Dollar Shave Club provides a chatbot at the bottom right corner of its website to serve their customer. The company invested in a chatbot to help increase its sales conversion. You don’t have to provide live human live chat if your business has a tight budget. You can start by implementing a chatbot which is cheaper.
Upsell and Cross-sell For Sale Conversion
You will be surprised how powerful upsell and cross-sell can help to boost your ecommerce sales. When you promote the same product to buy even more at a lower price, this is what we called as an upsell. The customer will be interested in purchasing the product more to get an additional discount at the checkout page. Lady Boss was doing a great job by implementing this strategy on its product page.
Lady Boss offers an extra discount if we purchase the LEAN meals in more than one bag. They also offer an extra package if you take two bags or three bags.
While cross-sell is when we offer a different product to the customer as a complementary. One of cross-selling great examples can be learned from Dollar Shave Club, which offers complementary products at the checkout page to drive customers to add more products to their cart.
Implementing upsell and cross-sell can help boost your conversion and increase your basket size (average order value) from each customer.
Social Sharing Button for Sale Conversion
According to Visual Website Optimizer, the social sharing button on the product page will reduce the sales conversion by 11.9% compared to without having a social sharing button. Besides, having a social sharing button on the product page doesn’t help to increase the share counts since the number is pretty low.
The best practice to put social sharing button will be putting a social share button on the checkout page after the customer purchase the product. It can help reach more audiences once they purchase it by telling them to share it on their social media account. Sharing on Social Media can attract buyers who needed the product and it may leads to the chances of sales conversion.
On some occasions, like in print-on-demand stores, you can drive good sales conversion even with only several elements on your product pages, such as product title, price, image, and description. That’s because you sell a personalized product that people are passionate about. You don’t need to have all the elements to increase your sales conversion. The key here is to A/B test which ones work best for your ecommerce store. You can also read my case study where I sell print-on-demand products on my dropshipping store by collaborating with an artist.
Conclusion
In a nutshell, those are all the top 13 elements of high-converting product pages that you need to consider when crafting your product page. You don’t have to be strict to have all those 13 elements. You can choose to A/B test several ideas above and see which one can work to increase your sales conversion.
The competition between ecommerce marketers is cutthroat. To get ahead of the competition, your product pages need to be in tip-top shape. Helping your potential customers turn from visitors to shoppers is easier said than done. If you’re planning to promote products on your site, you need to make sure it has an effective product description. Having product description on the product page are proven to drive e-commerce sales.
AUTHORS WHO CONTRIBUTED TO THIS BLOG
Rae Steinbach is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing.
Juherianto is an ecommerce Entrepreneur and Blogger. On a daily basis, he works in front of the laptop to manage his ecommerce business and his blog Ebizstrategic.com. He likes to learn about internet marketing stuff and loves to share what he learned on his blog.
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