How to write the perfect product page
So, what can you do to nudge your visitors down that sales funnel? We’ve got a few ideas:
7 steps to the perfect product page:
1. Think about the role of your page
Before you write anything, think about what your product page needs to do to persuade visitors to convert. You can usually break this down into two core elements:
- It should provide the key information your audience wants and needs
- It should assure and motivate the visitor so they want to become a customer
That’s a lot to ask from a page, but it’s doable. We promise!
2. Plan the information your page needs
With those core elements in mind, start thinking about the structure of your product page and the information that will appear in it. Here’s what we think the perfect product page should include:
- The basics: Essential information that will affect purchase decisions (e.g. price, shipping options/info, availability, product options). Make sure you are honest and transparent; hidden shipping costs are the leading cause of basket abandonment.
- Product description: Detailed (above the fold) copy that includes information your visitors want and need.
- Product features: List of key features and their benefits for the customer. Make sure the message is clear and the info is accurate.
- Product photos: Top-notch product pics from multiple viewpoints. You could even include a demonstration video too!
- Recommendations and reviews: 93% of consumers say online reviews influence their purchase decisions. So, get your positive reviews at the top of the page and actively encourage new customers to complete reviews after purchase.
3. Cut the clutter
That’s a lot of info to include in one page, so you really have to trim it down if you’re to deliver a good customer experience.
Think about the format of your page – it should be consistent across all your product ranges – and should load fast, and respond even faster. If it’s overly-designed or is text-heavy it will lag, and that will kill conversions.
*Courtesy of Kissmetrics
Get rid of any dense blocks of text by concentrating on key information that helps customers. Keep it concise and highlight the benefits where possible – bullet points always improve readability.
4. Use conversion copywriting techniques
Content marketing typically stays away from the hard sell. However, your product pages can (and should) use conversion copywriting techniques to persuade visitors to purchase. Here are just a few you could try:
- Imply scarcity, e.g. ‘limited offer’
- Use power terms (‘save’, ‘discover’, ‘understand’)
- Identify audience needs and address them directly
You still need to employ a bit of subtlety at this stage, but a well-judged dose of conversion copywriting will nudge your visitor further down that sales funnel.
5. Build customer confidence
Your audience needs to be confident in both you and your product if they are to make a purchase.
So, it’s the role of your product pages to communicate quality, sizing, returns’ policies and customer service commitments. This will keep visitor jitters at bay and make them feel comfortable buying from you.
Setting up a live-chat service on your website could also prove useful. This allows your company representatives to answer any queries visitors have and guide them through their purchase if need be.
Having safety logos or trust seals on your site can also boost credibility. They demonstrate that your purchase process is sound and your product(s) certified. What more could you ask for?
We’ve already mentioned reviews and testimonials, but we’ll hammer it home again because these are key to building customer confidence. They let visitors see that others have been in their shoes and had a happy outcome, so they’ll be more inclined to purchase. Simple!
6. Create clear call to actions
When it comes to a product page, confusing call to actions (CTAs) can destroy all the hard work you’ve put in.
We suggest using brightly-coloured buttons to make sure your CTA is clear and stands out on your page. Keep the text short and snappy, and in language that customers are familiar with. For example:
- Add to cart
- Proceed to checkout
- Buy now
In-text links or instructions aren’t as effective buttons, so stay away from them where possible.
7. Provide related options
If your product doesn’t quite fit customer requirements, give them other options within your company. If you don’t, they’ll disappear off to another site.
A whopping 35% of Amazon’s revenue is generated by its recommendation engine, so it makes a huge difference. Install a similar tool on your site and you should see increased conversions.
Well, that’s it – seven steps to the perfect product page. Why not test them out today?