An effective product page in 7 steps, part one

This is a product page, not the home page that is a showcase of your online store!

It accounts for 80% of all hits, almost every customer visits it, it is the most clickable and indexed in search engines, it encourages the client to continue the purchase process, and finally the most important thing: it has sales potential. It’s time to take a closer look at it. We’ve created a list of tips on how to build a product page to make it as effective as possible.

To start with, we should explain why the product page is a key page in your business. Over 80% of all store traffic goes to the product page because the price comparison sites, advertising and search results on Google redirect visitors to the product pages. The search is therefore aimed at a specific product. However, the user does not search for the product in your store, but through a search engine which then redirects them to the product page. The potential customer, basing on the product information, makes the final decision about buying it. The user types a word in Google, visits the first page from the list, looks at the
product, leaves the store and clicks on the next search result. What if the customer is already on your site, but they don’t like the product …? As we have mentioned above, they will continue to look for the perfect product… somewhere else. According to the Reimaging Commerce report prepared by Episerver, 92% of the first visits in the store’s website do not end with purchase, and more than 60% of customers go directly to the product page!

It is the product page that is decisive in the sales process. In order not to drown among shops in your industry, pay attention to whether your product pages have been designed with the highest efficiency. This efficiency comprises of two components. On the one hand, your website should encourage the user to buy a given product, and on the other hand, it should engage customers in getting to know the further offer. What does this mean exactly? The answer is below. 

Invest in professional pictures

The product image should be high resolution (preferably 360°) so that all details are visible. The thumbnail should be no smaller than 400 pixels per 300 px. Product photos have a key function in encouraging purchase, so it is worth investing in their quality. The front view is just as important as access to the view of the subject from different perspectives. It is best to add also the option to enlarge the product so that the customer can take a closer look at it.

Take care of excellent descriptions of products

The product description that is impeccable and giving all the necessary details, is half of the success and an integral part of the e-commerce game. Manufacturers’ descriptions are specific and professional, but they do not fulfil the most important function: they do not sell. Replace bare facts with an accessible explanation that will be understandable for everyone. In addition, take care of highlighting the most important parts, which will make the text more readable. Customers respond much better to content that was created in accordance with the principle of language of benefits than to those that only take into account the technical aspects of the products. What to do to make the description not only liked by the client, but also by the search engine? First of all, forget about copy / paste function- search engines prefer stores with unique content. Carefully analyse the features of the product and create a description containing all the keywords that the customer can search for. Providing the right details will enable correct indexes. Remember: a good description is an investment.

The key to success: a clear call to buy

The potential customer should receive a clear call to action – in this case, to purchase your product. How to do it? Visually – so that the sight automatically stops on it! Call to action is much more effective if it is expressed in the form of buttons, not just text links. Add to basket should therefore be clear, aesthetic and very visible.

Adapt the product page to the mobile version of the store

If your e-shop is responsive (uses the mobile version of the store as an additional sales channel), remember to optimise the product page for displaying it on mobile devices. All elements should be automatically matched to the website interface and the screen size of the device on which it is viewed. Do not forget about the recommendation frames, which should perfectly match the page. In the second part we will present a modern QuarticOn solution, which automatically adapts to the template of a responsive e-store.

To sum up…

  • Visual content is a necessary element of an effective content marketing strategy. Invest in professional photos!
  • A good description is an investment! Search engines prefer stores with unique content;
  • Highlight CTA: a clear call for shopping is the key to success;
  • Is your e-shop responsive? Remember to adapt the product page to the mobile version of the store.

In the next section we will present further tips that will help increase the sales potential of your product page.

The video version of this article is available on YouTube:

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