E-Commerce Product Page Best Practices

 

 

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What is a product page?

It’s the most important page on your e-commerce website. You either secure the purchase or lose a potential customer. And because it is so crucial, you need to build it properly so you don’t leave money on the table. After all, if you already have the product, you might as well sell it properly.

The anatomy of a product page

There are different styles and types of product pages depending on the product, industry, etc. However, a good product page that converts will have the following elements:

  1. Headline and Product Description
  2. Product Image/Video
  3. CTA
  4. Reviews
  5. FAQs

Optimizing these five elements will help you increase conversions and the overall performance of your e-commerce website. So keep reading to know how to do it properly.

 

Headline and Product Description

Both elements go hand in hand as the product description compliments the headline. Reading both should feel like a smooth journey, not forced.
 
The headline is your first win. It will let your audience know what the page is about. What the product is, what are the benefits and why you should buy it. If you are thinking headlines are not too long, you are right. But they pack that much value, which is why it is hard to write a good one and easy to mess it up. But here are some tips for you to do it properly:

1. Hook them with your unique value proposition

You know your product is the best at one thing. Maybe there is more, but every product has ONE reason that trumps the rest. Make this reason obvious from the get-go. People tend to remember the first and last things they read. And you don’t want to risk them not sticking till the end, so hit them with this from the start.

 

2. Write to your ideal buyer

Communicating to groups of people can be challenging, which is why you shouldn’t do it. Instead, figure out who your ideal customer is, what problem he is trying to solve, how you are going to help him solve it, and why he would choose you and your product to solve it. To nail this down, you should research your audience to come up with an ideal customer persona ( that person that represents the whole group)

 

3. Explain the benefits early

Buyers are selfish, and they mostly care about what is in it for them. It can be tempting to go into detail about your product features, but instead, focus on the benefit your buyer will get from these features.

For example:
Don’t say: “An online movie library app that features 5 thousand films. Compatible with ios, android, and windows.”
Say: “Enjoy your favorite movies on your phone, tablet, or computer.”

It feels different, right? Make it easier for your customers to understand the benefit, and they will show their appreciation by hitting the checkout button.

 

4. Tell a story

Main character: Your customer
Conflict: The problem they are trying to solve
Climax: Now there is a solution (your product)
Resolution: They live happily ever after ( Because they chose your product)

Stories sell because they are how you get your customer to care about your product, and your company. They also help you o convey what you believe and relate to your audience’s beliefs, and that is the way you get them to want to buy from you.

 

5. Use Positive Language

Positive language converts better than a negative one.

 

6. Use sensory words

Soft, smooth, crunchy, gigantic, dazzling, bright, etc. Why? Because they make your customer feel something. And that is your goal. Apathy and indifference are your enemies. You either want them to be in love with your product so they can buy it or be discontent enough with their problem so that they’ll want your product to fix it.

 

7. Keep it Simple

You want to write everything as if you were explaining it to a 6th grader. The more sophisticated your writing, the lower conversions will be.

Product Image or Video

Humans are visual beings. At least most of them are. That is why most people enjoy a movie more than reading a book or tend to get distracted when there is movement around a room. It is a survival thing. Our ancestors needed to spot movements and figures within bushes or trees to hunt dinner or detect potential threats.

So take advantage of this and add Images and Videos of your product to your page. 

Here are the benefits

  1. Videos Increase conversions:
    Like it was said earlier, humans are visual creatures, and this is reflected in conversion statistics. Including a video on your landing/product page can increase conversions by up to 80% (WordStream
  2. Videos build trust: You know a picture is worth a thousand words, but how much more valuable is a video? There may not be a number, but your audience puts a high value on your product videos because that is how you show that your product looks and works the way you say it does. Which is why 55% of consumers watch videos before making purchase decisions (Search Engine Journal)
  3. Videos are memorable: It is easy to skim through a text. It is easy to go through the motions of reading without retaining any information at all. How often have you re-read a page because you realized you were not processing the information?

These things are less likely to happen on a video. And this is why video has a 95% information retention rate, which is almost 10 times higher than the 10% information retention readers have (Insivia). So if you want people to remember your brand and your product, make a product demo video.

 

CTA

Here is an example of a product page that follows what we have been discussing so far, plus some of the elements we have left to cover.

product page example

Reviews

As weird as it sounds, people trust product reviews as if they came from a respected family member. People trust reviews so much that 86% of consumers are reluctant to purchase without reviews (Power Reviews)

So you need to provide social proof that your product has satisfied other customers. It may be tempting only to show positive reviews, but actually, this has shown to decrease conversion because it doesn’t feel genuine. So show the not-so-good reviews and maybe add a bad one or two. After all, your audience knows that it is impossible to make everyone happy, and they appreciate not being lied to.

You can also add in video reviews. You are not going to ask every customer to provide you with one, but having visual proof of real customers being happy and using your products will help you show that your product solves the problem you claim it solves.

The video is an add-on. It shouldn’t replace the written reviews. And don’t add a negative review to the video. It will not have the same effect as a written bad one as it may be more impactful.

 

FAQs

Since you are not face-to-face with your customer, you can’t ask him if he has any reservations or questions about how the product works. So it is a good idea to add a frequently asked questions section in which you may address any question regarding:
 
1. Guarantee
2. How the product works 
3. Shipping information 
4. Any reservation you know they may have like (
5. Additional features 
 
You should put in the time to find out what type of extra information your customer needs to make the decision. You can collect this information by providing a contact us form encouraging people to ask you questions, and the ones you get the most can be added here.

Using the same company as an example, look at how they include information about how to use the product and address FAQs

faqs example

Wrapping Up

There are many things you can’t control. But when it comes to your e-commerce product page, you control your headline, product description, product video, showing your reviews, and addressing your FAQs. Make the most out of these five things and boost your site performance.

Are you ready to discover the power of video? Try Wideo and create your own videos today. 

Agus Esperón

Wideo Co-Founder & Head of UX/Design

@agustinesperon

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