If you run an e-commerce store, the heartbeat of your website is your product pages. People turn to each page to get details about the items they’re considering purchasing. Without stellar details, images and layout, you risk them bouncing away to a competitor’s site.
E-commerce sales account for about 14.1% of global retail sales. Statista predicts the number will reach 22% by 2023. With increased revenue comes more competition. You have to be on top of your game if you want a piece of the digital retail pie.
The best place to start is by redefining your product pages to match the brand image you’d like to project. Here are our favorite things to focus on to make sure yours are the best they can be. We also include a few examples of businesses with excellent ones. Here is what your product pages say about your business.
1. You’re Focused
Stellar product pages don’t have a lot of unnecessary clutter taking up space. They offer only what the user needs to make a decision on whether or not they want the product. While there are elements that improve the shopping experience, there are some things you don’t need.
Hone in on the item you’re trying to sell. Put yourself in the shopper’s shoes. What information would you most need to make an informed decision? How can you best share those details with them?
Bjork and Berries is a Swedish hand and body cream company. On this product page for their White Forest hand cream, they list the price, ingredients and highlight key benefits such as organic and natural ingredients. They also include several relevant photos. Notice the abundance of white space around text and images for a streamlined look.
2. You Value Users’ Time
How quickly does your website load? The average person will only wait a few seconds before bouncing away. If you don’t focus on how fast your pages pull up, you risk telling your audience you don’t care about their frustrations.
Invest in the fastest web hosting you can afford. Optimize images and run tests through sites such as Pingdom to improve site speeds. Make changes until your product pages load in milliseconds.
3. Filters Matter to You
Does your site give off the vibe that you care about how hard users must work to get to your products? Filters make it easier for them to navigate exactly where they need to go. An excellent product page only helps you make a sale if your site visitors can navigate to it easily.
Rvinyl does a fabulous job of helping users narrow down options by providing intuitive filters to direct them to the right products. Note how you can narrow down the choices by vehicle make, model and then year. Once you put in all the variables, you’re taken to the available options to make a selection.
4. Headlines Matter
Your headline is one of the first things customers see on your site. You have a chance to make an impression and confirm they’re in the correct location. Think about every word in your headings. Can you remove any without changing the meaning? Is there a more powerful verb to drive engagement?
Think about the subtle differences between two words. Is your product helpful or life-changing? You may even want to rearrange the wording and run A/B tests to see what resonates best with your customers.
5. You Want to Engage
Your product pages must grab the attention of your site visitors. Think about all the other things they could be doing rather than visiting your page. Not only are there online activities competing against you, such as social media and video streaming, but everyday life exists right past the computer screen.
Use animation, videos and relevant information to keep your users moving through your sales funnel. Think about what your competition isn’t doing and go a step beyond.
Lunya offers sleepwear. As you scroll through each product page, the site utilized parallax scrolling and some subtle animation effects to keep you engaged. If you hover over the call to action (CTA) to “Add to Bag,” the background changes color to grab your attention and encourage you to move forward.
6. Customers Can Trust You
People landing on your site may not have heard of you before. They may search for trust factors before choosing to place an order. Some of the things you can do to show you are trustworthy include adding reviews, testimonials, contact information and clear return and exchange policies.
You can also add badges for any organizations you belong to in your industry, links to awards you’ve won and your Better Business Bureau rating. Before a person clicks on the CTA, they want to know they’ll get what they’re promised.
7. You Know Your Stuff
Your product pages can also show consumers whether you are an expert in your industry or just throwing up a sign and taking online orders. The more authority you have, the more likely they’ll trust your recommendations.
There are a few ways to showcase your knowledge on product pages, such as linking to content on your blog or guest blogging and linking out. You can also add reviews that highlight why you’re the best choice when it comes to a particular product.
Maple From Canada has a unique take on showcasing their products. In addition to beautiful images and glowing descriptions, they add links to articles on each product, recipes and resources to teach kids about real maple.
You may be so familiar with your product pages you don’t get a clear picture of what they’re telling viewers. Ask for feedback on what works and what doesn’t. Have customers highlight what’s unclear so you can tweak the language. Add anything they feel is missing but don’t go overboard. Get feedback on your product pages so you can better meet the needs of your customers.
Eleanor Hecks is the editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
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