The product page is the very last step before things hit the cart and then drive on through the checkout, so making sure you offer the very best customer experience at this point is vital.

Simply having something up for sale is not enough. You need to be convincing shoppers to want to put that product into their carts. For some, they are the only ones selling the thing on offer making it a little easier but for most, there is competition out there so you’ve got to do what you can to stop people heading on out looking somewhere else.

We’re going to look at the anatomy of the landing page and offer tips along the way so that you can get your product pages performing at their absolute best.

 

Getting the foundations right

When you think about product pages, theoretically they’re pretty simple, right? You’ve got some information about the product, some pictures, the price, and a button to add it to the cart. This is where most people are getting it wrong.

It’s not about having some information and some pictures. It is about having the right information and the right visuals to build enough confidence and answer any potential questions customers might have.

As a seller, we can sometimes forget just how familiar we are with the products and assume that everyone else has the same level of information locked away. This means things get forgotten about or are considered obvious and don’t need to be stated. This is a big mistake. Anything that sends a person off looking for information on another page or another site opens the chance they’ll never come back.

 

Let’s start with the information.

The words on the page

This is the core part of the information as a starting point. It serves multiple purposes and the balancing act of offering just the right amount, in your brand’s unique tone of voice is not as easy as you might think.

It needs to be detailed but not verbose. It needs to be written for new and existing customers as well as search engines and it needs to ultimately convince a person to want to buy it.

A key tip here is first and foremost, to keep it human. By that, we mean to remember that you’re talking to people. Add some personality and keep it conversational. If you’ve got physical stores, try talking to the salespeople and see what conversations they’re having and how they talk about the products.

A good starting point would be to make a list of key product points. What do customers actually care about when it comes to your product? This can help build a basis for what you’re going to write and make sure you’re including the kind of information people want to know. The easiest way to find and validate this is through your customer reviews.

The amount of and types of content you need to write will depend on the products you’re selling. Selling t-shirts is very different to selling washing machines but both need the same level of care and attention when putting them together. Think about what makes your product stand out from others and what people need to and want to know. Features and benefits are important, but people also want to know the why.

There have been habits in the past and, some people are still doing it, of using what is called keyword stuffing. This is the act of loading the page with keywords to manipulate the site’s ranking in search results.

This is a very old SEO practice that does not work and in fact, can hurt a site. As Google puts it “Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.”

Another tip is to use structure and hierarchy in the information. Things like headings, subheadings, and bullet points can make it easier for people to find the information most relevant to them. Research has found that 70% of people look at a list with bullet points, while only 55% look at a list without bullet points.

Making use of drop-down tabs, accordions and other UI features means that you can include extra written information on the page but not make it appear overwhelming when you first land on the page. Just make sure it is clearly marked and relevant.

 

Other information to think about

There is a bunch of other information that customers are going to be looking for and it is what can make the difference between a good product page and a great one.

If you’re selling clothing or shoes, make sure you have access to a relevant size chart. It needs to relate to the product being looked at. A generic overarching chart that creates more questions than answers is not doing the job you’re thinking it is. And if you’re selling to international markets, you’re going to need to include multiple measurement units.

The use of social proof is a powerful tool. Customer reviews and user-generated content help build confidence in both product and brand and can remove any doubt a person could have. In previous posts, we’ve talked about the awesome power of customer reviews and the power of user-generated content. They’re brilliant tools that can be game changers.

Some of the most common questions we tend to see as part of the purchase journey relate to delivery and returns. Research from Baymard Institute shows that 69.82% of online shopping carts are abandoned and a core reason for this is around delivery and returns.

Most stores keep this information on other pages on the site which is great when that is all you’re looking for but when on the product page, we want that information to be easy to find. If it is easy, use highlights and callouts on the page or if it is a little more detailed think about using pop-over boxes or overlays that can bring the information to the page so that there is no need to leave.

 

Now let’s think about visuals

As much as the information is important, not having the right visuals can send people off-site incredibly quickly. If there is an area in that you should never try to save money, it is right here.

We wrote a previous post on visual commerce, explaining what it is and what it is important, but we’ll go over some of the key highlights here.

There is no doubt that a major challenge for online shopping is the inability of customers to touch, taste, try or even really see a product before they buy it. It is the job of visuals be that photography or video to give customers that experience as best it can.

High-quality, well-lit photography that shows off the products and dives into the details with close-up shots brings the product closer to the customer. Make sure they’re taken from all angles and if it is clothing, angles are even more important.

They form a solid base and should always be included but thinking about adding video in the way that prettylittlething does or using 360 images like Heal’s does (as highlighted in our previous post) will really lift the experience.

And if you want to take it further and your product fits the tech, Augmented Reality can literally bring products into people’s homes. This is great for artwork or large pieces of furniture because any doubt of size can be removed and when applied to glasses or other accessories, things can be tried on as if they were in a store.

It’s these things that are going to support the information and create product pages that convert and convince your customers.

 

Pulling it all together

This might be hard to read but there is a high chance that you’re not going to get your product pages perfect right out the gate, and that is ok, just don’t give up. Be prepared to iterate and test to find the perfect balance and understand that the balance is always going to be moving so what might work for today may not work tomorrow.

An example of this might be the use of the zigzag layout versus the standard justified text, top and bottom or blocked on the page.

And along with the testing, make sure that you’re building experiences that are unique to the platform your customer is visiting you from. Desktop, mobile, and tablet need to all offer an experience designed for their viewpoint and interface. You can do things on a mobile you just can’t do on a desktop. Lucy, a guest on our podcast, talked about this exact thing and we highly recommend a listen to the episode.

The product page is the last stop before the cart, but it forms part of the overall customer journey and if you’re looking for tips and advice on all things experience, remember to keep coming back to our insights. And if you’re looking for a great follow-on read, take a look at our post on why convenience is key for customer satisfaction.