Creating Great Product Pages
Here’s how you showcase your products
When a prospective customer lands on a product page, they’re essentially visiting with a checklist. If the product checks everything (or most things) on that list, then there’s a good chance they’ll make an order.
Creating great product pages involves understanding what’s on your customers’ checklists, and making sure each product page has everything they’re looking for. This typically involves answering questions, providing images, offering order deals, and more.
This article will explain the different key areas of a product page, and what you need to ensure you’re doing everything you can with how you promote your product information. With these tips, you should be able to easily improve your online store, and increase the amount of online sales you’re processing.
What goes into a product page
From top to bottom, most product pages have images, details, accompanying messaging, and related products. This flow of information is an industry-standard, because it answers the most common questions customers have when they shop online - in chronological order.
Is this what I’m looking for? How much does it cost? What are my options? What are the specifications? Why should I order from here? Are there similar options I can also look at?
Not every visitor will match your desired customer profile, but for those that do; your products need to communicate the information that your desired customers are looking for.
Showcasing your products
To properly showcase your products, you should make sure you have great product photography, clearly named products, and simple options (if any). These three areas on your page are some of the first things customers look for, and play a significant role in the success of your online store.
How to get great product imagery
To highlight the products interestingly and clearly, you’ll want to have a combination of isolated and action photos. This combination helps identify how the product is used, while allowing customers to see it by itself.
Isolated photos can be easily taken with the product on a sheet of clean paper, with the space illuminated by indoor lights. It’s recommended to take a few different photos of the product in various angles to provide a clearer representation to your customers.
Action photos are more difficult to take, but reinforce the confidence in your customers that they are looking at the right product for what they’re trying to do. Regardless of your product categories, your action photos should demonstrate someone matching your customers’ profile(s) using the product as it was intended to be used.
Product names and options
Giving your products clear and appropriate names makes it easier for customers to know if they’ve found what they’re looking for. Simplifying your product options will also make it easier for a potential customer to select what they’re interested in.
Some universal advice for product names involves keeping them short & consistent. You’ll likely have numerous products across your online store that visitors are scanning through. Shorter and more consistent naming conventions make it easier for shoppers to identify the product(s) they’re looking for.
Depending on your web CMS, you’ll be able to offer different types of options for your products. These should always be simple configurations, as more complex options will add extra time for customers to think, consider, and process when on your store. You should always aim to provide easy shopping experiences to reduce the amount of potential problems your customers might encounter.
Adding accompanying messaging
Additional images, information, and messaging can help customers feel like they’ve picked the right product - and the right place to shop. This is done through providing information that supports the preferences and wants of your customers.
As an example, if your customers value quality very highly with a certain type of product - you should be adding supporting messaging that showcases that quality. If your customers want to support a charitable cause, then you can explain how some of the proceeds go towards that cause if they shop with you.
To make customers feel confident about shopping with your business, you need to make the shopping experience feel rewarding. You should be providing customers with something they’re looking for when they shop. For many customers, this involves warranties, supporting charities, shopping local, quality assurance, loyalty benefits, and more.
Refer to your understanding of your customers, and pick the most important rewards they’re looking for. Then, ensure your product page and online shopping experience provides that to your customers.
Using related products
Whether someone is shopping in-store or online, there should always be options for customers to consider before making their purchase. For online stores, this typically involves using related products to showcase other potential products a customer might want to consider.
Being able to consider multiple options, helps keep your customers thinking about your products, and not the products on other online stores. Additionally, it helps ensure that your customers are finding the exact product they’re looking for, helping improve their satisfaction from shopping with your business.
General advice with related products
A common mistake many online stores feature, is having too many related products on each product page. Too much choice can be detrimental to your online sales, as customers will take longer and longer to consider - increasing the chance that they overthink their purchase and leave. At most, you should feature 3-4 similar products on each product page.
Related products should always fit into the same category as the product they’re being featured on. In the event you’re trying to feature non-related products, you’ll introduce the possibility of confusing your customers. The more similar the products are, the better your success at securing another online sale.
Putting it all together
When you think about your customers’ shopping experiences as checklists, it becomes easier to identify the specific areas of your online store that you can improve. There is no cookie cutter product page for every type of online store, so you’ll have to reflect on what’s important to your customers.
Like most things eCommerce-related, they take time to perfect and do properly. Creating great product pages isn’t something that you can do overnight, as it requires careful considerations, planning, and implementation.