The anatomy of a great product page that sells
You can create a comprehensive product page to assist your customer very easily. By putting a little extra thought into what sort of information they might be looking for before they purchase, you can solve any queries they have, while they add your products to their cart.
Product photos and videos
Having a great range of photos can help your customer to see the product in its full capacity. You need to show the product, the packaging and the product in use in as many situations as you have. If you have photos sent in by past customers, add these in too. You can’t really have too many. By showing the product in lots of settings, you can show the customer how the product suits them and how it fits into the lifestyle they want.
Videos are an even better way of showing off the product, since you can show movement, demonstrations and add narration if you’d like. Depending on how you’d like your page to flow, and which platform you are using to host your website, these might show with your product photos or lower on the page. A video outlining all of the features of the product can be very helpful for a potential customer, especially if they are choosing between different products. This can be especially helpful for electronics. If you are selling clothing, a runway video can be very helpful to show the customer how the garment moves, where it hugs the body and where it might or might not fit them, better than a photo ever could.
You’ll want to use as many keywords throughout your website, and while the product titles need to have keywords too, be sure it makes sense. A jumbled list of words will just confuse your customer. You’ll also need to give enough information so that it can be differentiated from other products, both on your website and on other sites.
Make your price super clear, shown right near the top of the page. This is a very straightforward way of showing your product ‘s worth to your customer. Make sure that if your price is exclusive of tax, that you make it very clear. Also make it clear how much shipping is, since people take that into account too. We’d recommend listing a competitive price, since a price comparison is only a browser tab away. Your price should reflect the quality of the product, as well as the saturation of the market.
You might think your product is amazing, but an endorsement from a brand has far less weight than a review from a past customer. Ask your customers to give product reviews after they have received their order. This lets other potential customers know whether the product is as good as it looks online, or, if it is even better. This reduces or eliminates the potential risk for future potential customers, since they know that the product that arrives is more likely to meet their expectations, and that they won’t have wasted their time and money, and are unlikely to have to go through the return process. Reviews are also a great way to find out feedback on your products, like that a brand you stock runs large, for example.
Make sure you give the customer all of the details within your product description. If they have to go somewhere else, they most likely won’t come back. If it’s a product with ingredients, make sure you list them all. If it’s an edible product, include the nutritional information. If it’s made from fabric, add the fabric composition, how to wear, wash and store it. If it’s an electronic, include how to use it, as well as what other software its compatible with. You can also add things like how to use the product, how to care for the product, how to clean the product. Add anything you possibly can, while still selling it to your customer, including how the product could help them to create the lifestyle they seek.
This is a great place to populate content your customer might search for to find this type of product. Put yourself in your target market’s position and think of what you would search online if you were looking for this product. The words don’t have to be in the same order a person might search, but make sure you have the main keywords littered throughout the description. If you aren’t sure of the types of words they’d search, check out other websites for inspiration, just don’t copy their descriptions.
Create a category on your product page that shows the user other similar products. Here you can show off any products that the same customer might be interested in. Products featured could be from the same category, the same price range, or you can specify products you’d like to put in front of this person. They can be items the listed product can be worn with, cooked with, or just that the same person is likely to want.
People Who Bought This Also Bought…
This category is very similar to Related Products, but your past customers will populate it for you. The "People who bought this also bought" category isn't the products you think they’ll like to buy, it’s the ones they truly do purchase together. This is something you can set up in the back end of your site to populate automatically. To find out how to do this, simply search through your platform’s help area.
Shop The Outfit or Make The Recipe
You can create a category that is specific to a certain look or recipe. This category can be filled with other products featured in the situational photos at the top of the page that are shown as part of an outfit, or are the ingredients to make a recipe. You could then feature the outfit or recipe in a blog post, linked to in the product description.
The invisible SEO meta information
This meta information is all of the words that search engines like Google and Bing can use to point people to your site, that aren’t on the front end of your site. This doesn’t mean it doesn’t need to make sense once read by a human though, since this is what shows on the search engine pages. A great example of this is this ASOS listing:
These are the top few results of searching for “ASOS Long Sleeve Longline T-Shirt” on Google. The title shown is the meta title from the back end of the site. This is slightly different to the actual product title, since if this wasn’t an ASOS own brand search, for example a Nike product, it would still show in the result that this was a product for purchase from ASOS. The product description is also different to the front end product description, with added sentences like Discover Fashion Online. You can add this information to your site in the SEO section of the product information. This will be in different places, depending on which platform you are using, but if you’re not sure, a quick search will show you where to enter this for your site.
Create a complete and informative product page by including as many of these features and your analytics and sales will reflect the extra effort you’ve taken. If something is too hard for your customer, they will leave, so do that work for them.