A product page is the most important page of any ecommerce store. By building your product page effectively, both your traffic and conversions will skyrocket. And if you fail to do so almost all your marketing and advertising efforts will fall short of goal. Everyone knows that successful product pages are important to a successful e-commerce website. Without this essential, even the hottest products will fail to sell.

There are many ways to present product information to an audience. In this article, you’ll learn what to include on your product page to make it attractive.

1. Writing the Perfect Product Description

The most effective product descriptions are concise, and objective. This type of content was shown to improve usability by 124%. Create easy to read content, you should include short bullet points in your product descriptions. Concise content is 1-4 sentences describing the product. Objective content describes the product honestly rather than exaggerating benefits.

Just mention the necessary information, usually people don’t have time to read long descriptions. See the example below:

There’s too much unnecessary information. Also, as colors and sizes run out of inventory, you’d have to keep manually changing the product descriptions for all products accordingly.

Now, look at the 2^nd example below:

In this the product is described beautifully using sentence and bullet points too. This is concise with all the relevant information. Feminine replaced the ‘Gender: Women’ point. Next, two sentences were written to describe outfit pairings. This allows the potential customer to envision an outfit for the blouse they’re looking at.

If you want to create a consistent brand you might choose to organize all product page bullet points in the same way. In fashion, you might always have the fabric first and so forth. Also, try to write your own description instead of copying from somewhere.

2. Choosing perfect product image

Product image matters a lot in an online store. Because that is what people see and buy. Always use high quality images for product. If a picture is low quality or doesn’t represent the product well, it can negatively impact sales on your store.  Remove logos from product images in Photoshop. If your product was shot on a grey background, remove the background to make it white. Try to have a consistent look of product images on your website.

Having multiple images showcasing different angles always works great on a product page. Customers enjoy being able to see all angles of a product. For example, knowing what the front and back of a top looks like helps customers see what they’re buying.

Plus, it’s always great to allow customers to add their own product pages in the review section. It allows your customers to see what they’ll get without the glitz and glam of professional photography.

If you are selling clothes, don’t forget to add a size chart. This allows customers to see measurements and sizes to help them decide on which is the best fit. Another important feature is zoom feature that allows customers to get a better view of your product image. It allows your customers to look at a product’s fine details.

Lastly, having a product video can increase conversion rates according to Kissmetrics. Site visitors are 64-85% more likely to buy after watching a video on a website.

3. Create a sense of urgency

You can increase sales by creating scarcity and a sense of urgency. You can also increase your conversion rate by doing this. Urgency helps turn the casual browser into the right buyer. When your customers browse your store, a great product will seduce the browser. However, having a sale countdown timer can help encourage the browser to buy right now.

Using countdown timer apps like Hurrify can help create a sense of urgency. You can write your own text or choose from a list of examples. Having text that indicates limited quantities can help create scarcity which may help drive sales. However, you can choose to test various different texts to see which increases conversions the most.

4. Ensure layout is intuitive

There’s a general ecommerce store layout that your website should follow. Don’t use funky, impractical layouts as it can confuse customers or frustrate them. Keep it simple. Most of the time, the product image is on the left. The product copy is on the right with the Add to Cart button close by and prominent. Make sure your ‘Add to Cart’ button can be clearly seen.

When choosing a theme for your store, you should make sure it looks similar to other popular websites in your niche. While many will say ‘stand out from the competition,’ this is generally bad advice when it comes to product page layouts.

The free Vintage Theme on the Shopify Theme Store is a good example of a product page layout that’s not only familiar to most customers but also includes others features on this list.

5. Test social sharing button

These buttons are great for promoting your product page, especially when you have a popular product. Unfortunately, it can also have a negative effect on your conversions. Doing A/B testing on your store will help you determine whether or not it’ll work for you.

If you’re a new store it might be a good idea to remove social sharing buttons. Consider adding them back to your store once you’ve built an audience and send large amounts of traffic to product pages. You can also test to see if having the icons without specific numbers mentioned works well for your store.

6. Include shipping information

Include relevant shipping information like “free shipping over $60” so customers are more likely to go ahead with their purchase without navigating off your page. By having this brief information on the product page it prevents the customer from moving off the page to read your shipping information as the essential point is clarified on the product page.

Highlighting the requirements of free shipping allows your customer to add more products to their cart if they choose to.

7. Include customer reviews

The reviews on your store can give your customer the extra push towards closing that sale without you doing much work. Hence including reviews are the essential part to boost your conversion rate. Customer reviews are 12x more trusted than manufacturer descriptions. Thus, having customer reviews can always help boost your sales and convert the customer if they’re generally positive.

Additionally, you can use an app like Product Reviews Add-on to automatically contact customers after their purchase for reviews. This will allow you to grow your reviews quickly and with minimal work.

8. Feature recommended product

Having recommended products encourage customers to stay on your site a little longer. For example: If you sell the matching skirt or the earrings the model is wearing, having it in your recommended products will help customers complete their look.

When it comes to recommended products, avoid having products that look too identical. This can cause a customer to become confused and may result in fewer sales. This is because more choices require more thinking.

Conclusion

Product pages can make or break your websites. If you run an e-commerce site, your product pages are the moment of truth for your business. Either they convert your visitor into a customer or they don’t.

The purpose of these pages is to help the customer decide whether to make a purchase (or not). This is your chance to convince them to hit “buy” rather than abandon their cart. Hence follow the tips that are mentioned above and you will end up with creating an amazing product page that will be beneficial for you.