Your website’s product page is a chance to turn on-the-fence browsers into new, loyal customers. However, if it’s not pulling its weight, you’ll find customers doing more browsing than buying. Every element on a product page has a purpose and role in guiding your customers into confident buying decisions. Let’s explore how to create a product page that not only informs but drives action.

What’s The Purpose of a Product Page?

A product page is a dedicated webpage that provides details about a product. It includes features, benefits, pricing, images, and other relevant information. The primary goal of this page is to inform potential customers and compel them to make a purchase. This helps customers make informed decisions and increases the likelihood of said purchase.

“What Should I Include on a Product Page?”

Creating an effective product page involves several elements, including:

• High-Quality Images and Videos
• Clear and Compelling Product Titles and Descriptions
• Transparent Pricing and Availability
• Call-to-Action Buttons
• Shipping and Return Information
• Customer Reviews and Ratings
• Related Products

When well well-designed and well-written, a product page will:

• Build Trust and Credibility
• Capture Attention and Drive Interest
• Address Customer Questions
• Highlight Unique Selling Points
• Encourage Emotional Connection

What is a Product Description?

Very important! A product description is a piece of marketing copy that explains what a product is and why it’s worth buying. This is all about the details. The product description will highlight the product’s benefits and persuade the customer to buy. It should get into the advantages and real-world applications of the product, making it more appealing to potential buyers.

Writing Your Product Description

When writing your product description, use language that makes sense to your target audience. Know their pain points and desires, and address them directly. Highlight what they get versus what the product does by explaining how the product improves the customer’s life. This is what will ultimately sell it! If the customer can see that the product will help them (resolve a pain point), they will buy it.

Use specific, detailed descriptions and avoid clichés and vague terms that don’t add value. Support any superlative claims with evidence or testimonials, as this adds credibility to your statements. Make descriptions easy to read by using fonts, type, and headlines to your advantage.

5 Tips on How To Design Your Product Page

1. Address the areas of the product page that people will see first.

   The initial impression of your product page should be considered heavily. Be sure that key elements such as images, product title, and advantages to the customer are prominently displayed. This helps in capturing the interest of potential customers right away.

2. Help your customers visualize the product.

   Use images from different perspectives to help customers visualize what the item looks like in person. Lifestyle images and close-up shots that showcase different uses of the product will provide a better understanding of its size, texture, and functionality. Videos can provide the user with even more understanding, demonstrating the product in full action.

3. Provide enough information for confident purchases.

   Anticipate and answer product-related questions as if you were having a one-on-one conversation. Use clear and straightforward language, avoiding jargon or slang. Make sure to address common concerns and provide comprehensive details about the product to help customers feel confident in pressing ‘Add to Cart.’

4. Be direct and to the point.

   Most people scan content rather than read it in detail. See that your product descriptions are straightforward and easy to understand. Utilize white space, bullet points, and compelling headlines to break up the text and make important information stand out. Read more on the importance of visual hierarchy throughout your website here.

5. Simplify the purchasing process.

   Make it easy for customers to add an item to their cart with just a click. Avoid unnecessary steps and provide a seamless checkout process (avoiding cart abandonment). Consider offering those bigger, exclusive offers or discounts as a follow-up to encourage repeat purchases. No need to overwhelm the user throughout the buying process!

There’s a lot that goes into an optimized product page, but the main thing to remember is that it should provide all the necessary information for your customer to make an entirely informed purchase decision.

Optimize Your E-Commerce Product Page

The information included on your product page, when well placed and written, should work to build trust while showing your site visitors they’re in need of what you’re selling. When you skimp on these details, potential buyers will go and find them from the competition. 

Ready to create a customer-first product page for your brand? Start by filling out the form below and our team will get back to you soon.