Our Guide to Creating E-Commerce Product Pages that Actually Convert
There’s a lot that goes into running a business and selling products online. So much time and effort goes into carrying out research, setting up, sorting inventory, building the perfect website, optimising it for search engines and uploading all of your products; then keeping up with marketing, advertising and customer service. But what if, after all of that, the products aren’t really selling? If you’re logging into Google Analytics everyday and wondering why your website visits are great, but your conversion rates are terrible, it might just be your product pages that are letting you down.
You’ve done everything you can to direct a customer to your website and now they’re finally on your product page, so close to that ‘add to cart’ button. This is now the most important page on your website as it’s where the final purchasing decision happens; but if it isn’t up to scratch, all that effort has been wasted. We’re here to guide you through some of the best ways to optimise your e-commerce product pages for far better conversions.
Invest in professional product photography
There’s nothing more off-putting than a dark, low quality, badly edited or unprofessional product photo. Customers will immediately lose trust in the brand – if the photo is low quality, maybe the product is too? Your business will lack credibility and will appear cheap and unprofessional. The customer can’t physically see or feel the product before making their purchasing decision, so you need to offer as much as you can for the customer to feel confident in knowing what they’ll be receiving.. You can’t cut corners here if you’re serious about increasing your conversion rates.
The product photos are arguably the most important part of the product page, so for maximum effectiveness, here’s what to do:
Primary product images
As the bare minimum, you need a high-quality, standard photo of your product against a white background so the customer can clearly see the product. This also looks professional, modern and adds consistency throughout your website. Every product on the website should be photographed in the same way for uniformity.
Ideally, you should have several photos for each product, edited in the same way, showcasing different angles and views of the product. For example, if the product was a bag, it should show the front, back, side view and interior.
Detail images are also very beneficial. These are clear, close-up images of any interesting details on the product that the customer may want to see. This could include close-ups of decorative stitching, logos, patterns, etc.
Lifestyle product images
Now that the customer understands what the product looks like, you want them to be able to imagine owning and using the product. Lifestyle images show the product being used in their natural setting. Using the bag example again, a lifestyle image would likely include a model carrying the bag, or without a model, the bag could be styled in a wardrobe or bedroom setting, with a complimenting outfit laid out next to it.
In the product image area, you could also utilise illustrations and graphics to show how to use the product, dimensions or size charts. This way, the information customers likely want to know is visual and easy to find, without needing to search through all the content on the page.
Like we said, when a customer is purchasing online, they can’t see or feel the product like they can in a bricks and mortar store so, you want to provide an experience as close to this as possible. Even though they can’t hold the product, if they can see 360 degree images, close-ups of every detail, images of it in use to understand the look, feel and size, illustrations and moving videos, the customer will likely feel they know and trust the product enough to make a purchase.
Photos and videos can be expensive, but your products are the reason you have a website, and why you even have a business at all! So it’s not worth scrimping here in the hope that you can still get by. Improve the way your present your products, and you should see your sales increase!
Write killer copy to describe your product
After your product imagery, the next most important part of your e-commerce product page, is the product description. Yes, it’s time-consuming to write something different about each and every one of your products (because you know that repeat content on your website negatively impacts your SEO, right?) but product descriptions are important. This part of your product page is your pitch. It’s your chance to sell the product to the customer. You can’t talk to them face-to-face while they’re hesitating to make a purchase, and if they’re taking the time to read your product description, then they’ve not fully made up their mind yet. So in the product description, you must convince and inspire the reader to purchase. A quick, dull sentence about the product dimensions and colour isn’t going to cut it here.
So how do you write compelling product descriptions that sell?
Make your product descriptions easy to read
You want the copy to be convenient and easy to skim-read, so it’s best to use headings/ subheadings, bullet points,concise sentences and carefully thought-out keywords for customers to cast their eyes over. (Bonus points for doing this as it will help boost your on-page SEO too!)
Use storytelling and your brand’s tone of voice in your product description
Make your content interesting to read and inspiring by capturing your brand’s unique tone of voice and telling the story behind your product and/ or brand. What inspired the product idea? How was it made? What kind of person is it for? What is their lifestyle? What are the values of your brand?
Highlight all of the benefits and features of your product
Think carefully about the product’s unique selling points (USPs). What problem or need does your product solve? What makes your product better than your competitors’ products? List all of the product benefits in bullet points and think about anything that may cause the buyer to hesitate purchasing and reassure them. This could include warranties or guarantees that fit perfectly into your benefits list.
Don’t forget to include the boring stuff – there may be technical information that a customer needs to know so they can be sure this product is suitable for their purpose, so make sure it’s in there to avoid any frustrations.
Include reviews on your product pages
Once you’ve finished writing awesome content about your product, you’re going to want to back-up what you’re saying. A survey by Trustpilot revealed that 80% of consumers trust online reviews as much as personal recommendations, and that 92% read reviews before making a purchasing decision.
This research shows just how impactful reviews can be for your business and your sales. If you don’t have reviews, but your competitors do, who will your customers buy from? The number of reviews about a product can be just as important as the quality of rating, so it’s important to concentrate on collecting as many reviews as possible. Looking at the statistics above, it’s definitely something worth investing time in.
How to gain customer reviews for your products
There are a number of things you can do to get reviews if you realise the value and importance of them. The best way is to incentivise your customers to leave reviews. You could email previous customers asking for their thoughts in exchange for a discount on their next purchase. (The success rate will be higher if you contact people who have made a purchase recently). The added bonus of this is that it can boost repeat custom and brand loyalty too!
It’s good etiquette to always respond to reviews – especially the bad ones, in a timely fashion and polite manner. Whilst the fear of negative comments may be the reason why you haven’t already included reviews on your website, it could actually help to identify any problem areas in the business and resolve them for happier customers in the future, thus improving your business and sales.
Make sure your product page is easy to navigate
Finally, you have all the best assets to perfectly represent your products, so now you just need to piece them all together on the page. Your product pages on your e-commerce website should be clean and clear, with a modern, stream-lined design. Avoid clutter and distractions. You want to draw the customer’s eye to your call-to-action, or ‘add to cart’ button. To help navigate them to this button, they should clearly be able to see the product image and main product information, with more info below should they need it (including reviews and contact details).
When working on the layout of these pages, it’s important to ensure that the CTA is above the fold. This means that the CTA button must be visible as soon as the page has loaded, without needing to scroll down the page to find it.