If you run a business, publishing a website or product page is a defining moment for your brand. Everyone understands that a successful product page is an important conversion tool, so how can you put more effort into developing it?
It is the first thing your clients and potential clients see when they visit your website. And if your product page is not very well designed, optimized and organized, it will also be the last time your potential customers will visit your brand pages.
Moreover, the main purpose of any product page is to introduce people to your new product/service or build a sales list and increase conversions. Read our product page guide and learn how to create your own high-converting product page in just eight steps.
Why is a product page used?
The main purpose of a product page is to help the user make a choice regarding whether to buy or skip the product. Considering that the page provokes a decision in the user, it is very important that it has a call to action button and detailed information about your products. In addition to features, product pages now often offer a product demo to help potential customers in the decision-making process. The product page encourages the user to make a decision, which is why it is important.
What does the product page offer?
The product page provides users with all the necessary information about the product. Customers get the opportunity to learn about the characteristics, explore different points of view and opinions of a wide variety of users through their comments and much more.
A product page can be thought of as its own website because it contains several smaller pages containing information about the product. He is not only responsible for making purchasing decisions, but also helps them after the purchase.
It contains information on the use of the product, best practices from customers already using it, and even information on what users should avoid when using the product to avoid injury and keep themselves safe from any harm.
Key elements that every product page should include:
Optimization for mobile devices
It’s important to spend some time analyzing how your product pages display on different devices. If you have Google Analytics installed, you can check your mobile and desktop conversion rates to decide if your mobile shopping experience is relevant. There are a few things you should consider when optimizing your mobile product pages. Your images should be front and center.
Additional information should be available to users when they want it, but it should not interfere with the images. Speed up your site by making sure your images are resized and you don’t load too many plugins. Load times are especially important for clients downloading via a mobile interface.
You should consider using a fixed menu so that the customer always has access to the search bar, menu, and cart.
Mobile users will spend less time reading content, so images will play a crucial role for your mobile customers. Make sure your images load quickly and provide the best mobile shopping experience.
7 Rules for an Effective Product Page
A correctly designed product card in an online store, the availability and detail of information on how to pay for an order, how it will be delivered and other nuances significantly influence whether a site visitor will become a buyer.
According to research results, 42% of online store visitors do not place an order due to lack of information about the product. Leading analysts have developed simple rules that will help you increase conversion on your website.
Rule 1: The call to action must be clear.
The main call to action is to add an item to your shopping cart. Therefore, it should be visually obvious and it should preferably look like a button in appearance.
Rule 2. Detailed description, use of readable fonts, compliance with spelling and punctuation rules.
Display product features in a bulleted list: Buyers want to see descriptions that will help them make purchasing decisions. The description should focus on the positive characteristics of the product.
Presenting a product description in small print and lacking quality information not only clutters the page, but also requires more effort on the part of buyers to find the details they want to know.
A product description written with gross errors is a big minus for the reputation of an online store.
The product photo is always the first thing visitors look at. The product image is the only element by which the buyer can determine that the product meets their needs and suits their preferences. It is also advisable to provide several images of the product to show it from all sides, if this is necessary in order to visually evaluate the product. If you make a 3D model of the product, it will be even better.
Rule 4 Simple page layout.
Most website visitors would prefer to see a product photo on the left side and descriptions on the right. Vertical layout also takes place, but in this case it is necessary that the site design is conducive to scrolling down.
Rule 5. It is necessary to display only the necessary information about the product.
Don’t overload buyers with all sorts of distracting information. Only include important information based on the products you sell.
The more unnecessary information on a product page, the less important information the user will receive.
Rule 6. Important information should be given priority.
If users cannot find important information, it causes irritation and greatly reduces user tolerance. Often results in the visitor leaving forever.
Rule 7. Do not overuse the number of colors.
Too many colors confuse visitors and increase visual clutter. The same goes for experimenting with overly bright backgrounds and different background colors on each page. Don’t turn your visitors into guinea pigs – you’ll lose them forever.