To succeed in eCommerce, you need more than just great products. You need a website that showcases your e-commerce products in such a way that customers feel they can’t live without them. Check out these helpful tips on how to create or improve your ecommerce product page.
A top-notch homepage is essential. But the importance of great product pages with outstanding product photography can’t be understated.
Cluttered product pages contain too much text, are unattractive, and are off-putting. If customers are distracted and can’t find what they’re looking for, they’ll leave. Effective design of product pages leads to better conversion rates.
We’re going to look at some tips to help you build great product pages. Showcase your ecommerce products the right way and make more sales:
1. Know your brand
First things first, you must ensure you know your brand – whether you may be building an eCommerce site from scratch or looking to overhaul an existing one. Selling products goes beyond just putting them on a website, you have to think about how you want people to feel when they come across your business.
Understanding your brand will help in decision-making around product page design. Think of the following questions:
- Understand your target audience. Who are they? What do they like? This should inform your choices when designing your page.
- Know the competition. To compete, you’ll need to differentiate. What are competitors doing that work? How can you improve?
- What is your company culture? What’s your mission? Understanding this will reveal what you’ll want to project through your product page design.
This information can also be used for launching a branded blog. This is an excellent way to talk about your business and products. It’s a fun way to boost your brand’s discoverability and leads to increased web traffic. Write it with search engine optimization (SEO) in mind. Use keywords and phrases that people use when googling the kinds of products you sell.
In addition, defining your brand along with your brand photography style, will allow you to achieve a consistent look across your website, social media, and other communication channels.
2. Minimalist Design
It may sound cliché, but less is more. A product page is supposed to allow the product to shine. If the page is too busy, it’ll distract your customers. It’s got to be attractive but functional. You’ll want to show your brand identity, but not at the expense of clarity.
A minimalist approach has another advantage too. It creates space. You can use that space to draw the eye of the viewer to where you want it. Feel free to be creative with font choice and color. You want your product to stand out, after all. Just don’t overdo it.
3. Short but high-quality copy
Shoppers have a short attention span, so your write-ups must reflect that. Keep the text short but pithy. The obscure or verbose language will turn off many potential customers. Just like the product page design, you want to take a less-is-more approach.
Use words that fit your brand. If you sell high-end electronics then words like “fidelity” or “ergonomic” are appropriate. To persuade customers you offer the best office products, you want alternatives. Words like “professional” and “efficient” suit best.
The tone of the copy needs to match your brand and the product. Therefore, messaging should keep your ultimate aim in sight. That aim is to convert. So use appropriate trigger words that grab the reader’s attention.
For example, imagine you’re in the business of selling vitamin supplements. Words like “boost” or “energize” will have the right appeal. They direct the shopper’s mind toward health. If the copy is effective, customers will want to learn more. We’ll look at how you can provide more detailed information later.
4. Put new products front and center
If you’ve established your brand, you’ll need to embrace newness. This will encourage return business. Ensure to label new products as such. Customers are more likely to return if they’re sure there will be fresh merchandise on offer.
Restyling existing products can also give a sense of freshness. When you do this, make sure you shout about it on your website. A “just in” or “new” section will prompt the curious to explore. More exploration of your products leads to increased sales.
5. Beautiful Images
Images should be high quality. Consequently, investing in professional product photography is a necessary cost.
Allow customers to scroll through several images that show off the product’s features. In the case of physical products, present images from several angles. If you’re clever with image choice, you can reduce the amount of text required. Show, don’t tell.
Ideally, images should show the products in use. In the fashion industry, for example, customers get a better idea of how an item of clothing looks when it’s on a model. Ideally, presented on a variety of models with different body types. A picture of a shirt on a plain background can only tell you so much.
6. Make the details available
You’ve got a clean design for your product page. Your copy is enticing yet to the point. Eye-catching images that your customers can interact with have piqued their interest. Now they want to know more. It is especially true with new products.
Ensure you provide a link to a specifications page. Even better, you could also have an expanding specs section on the product page. That way, you provide the information without diluting the page’s clean design. It should have all the information necessary for a customer to decide. For physical products, like furniture, electronics or fashion, this may include dimensions/measurements or environmental impact information.
In the case of products requiring a lot of information, offer a downloadable fact sheet. For instance, if you offer software-as-a-service (SaaS) with myriad options to consider, offering this info as a pdf allows interested customers to dig deeper at their own pace.
7. Bundle up or recommend add-ons
Some products lend themselves to accessories. Suggesting bundles of items, and showing combined pricing, is an excellent sales booster.
For instance, if you’re a fashion company, make sure you’re recommending items that go with what you’re showcasing on the product page. If a shopper sees a beautiful dress, then offer the perfect shoes to go with it.
Make sure that your images feature the items together. You can also reveal what other customers are buying with the product. This can prompt additional sales of partner products.
8. Use technology to make it interactive
Customers often want to get a feel for products before they purchase. It’s challenging to fulfill that desire with only text and static images. When you’re offering up something new to the market, customers need to get familiar before they buy. You’ll make more sales if you can give the shopper an interactive experience.
Amazon has an excellent tool that uses augmented reality (AR). If someone is browsing for a new chair, for example, they can use AR to see what it would look like in their office. This clever technology renders the image of the product to scale. Thus, the customer gets an idea of how it looks in its intended place.
Interactivity isn’t only for physical products but for software or services too. Imagine you sell software for call center workforce management. Tools such as Walnut allow B2B companies to create personalized demos. It’s a great way to give a potential customer a feel for a product.
9. Reinforce your copy with testimonials
Think about how you shop online. You’re never going to take the word of the seller. You’ll naturally want to know what other customers’ experience was like. Enable your customers to post reviews on the product page, and you’ll achieve two things.
Firstly, you give potential new customers a window into what your products are like. You’ll need a system in place that ensures these are genuine purchases. You could ask reviewers to submit their email addresses to verify your records.
Secondly, you’ll be able to track customer satisfaction. It is vital for any business that wants to maintain a high standard. Allow customers to post pictures with reviews. It will make them more credible. Enable a scoring system such as stars or marks out of ten. Ratings are an eye-catching feature that browsers look out for.
10. Promote ‘Sharing’
Allow customers to share a product page over social media. You can add buttons for Facebook, WhatsApp, Instagram, and Twitter. Customers can get excited when they’re shopping and they want to share that excitement. This leads to increased brand awareness and exposure for your products. Remember that you want a clean design for your website. You can use a single “share” button that allows customers to send through their platform of choice.
Let’s sum it up
Here are 10 tips to create an outstanding product page that showcases your e-commerce products with good conversion rates:
- Know your brand
- Minimalist Design
- Short but high-quality copy
- Put new products front and center
- Beautiful Images
- Make the details available
- Bundle up or recommend add-ons
- Use technology to make it interactive
- Reinforce your copy with testimonials
- Promote sharing
There you have it! You can explore more ecommerce insights on the Cherrydeck blog, or read about the visual essentials of a great ecommerce website. Make sure to check out these 17 product photography ideas for your brand if you are looking for some inspiration.
Tanhaz Kamaly – Partnership Executive, UK, Dialpad UK
Tanhaz Kamaly is a Partnership Executive at Dialpad, a modern cloud phone systems and business communications platform that turns conversations into the best opportunities, both for businesses and clients. He is well-versed and passionate about helping companies work in constantly evolving contexts, anywhere, anytime. Tanhaz has also written for other domains such as Not Going To Uni and Cybersecurity Insiders.