Tips for more Effective Product PagesJanuary 12, 2022
At a brick-and-mortar store, customers can usually interact with products in many ways – they can see exactly how big it is, touch it, ask questions of sales associates, and perhaps even demo it. In ecommerce, your product pages do much of the heavy lifting of giving shoppers the information they want to know before buying a product. By investing in robust product pages, you can improve the user experience of your site, as well as the perception of your brand and products.
The main job of product pages is to provide users with the information they need to decide whether to purchase a product. There are many ways you can go beyond a manufacturer’s provided collateral to accomplish that more effectively, including:
Incorporate more visual content
Plain text may clearly communicate everything you want it to, but not every shopper responds to that. A product page that uses a variety of content types can increase engagement – and orders. Photos, for example, are one of the most important elements of merchandising your products. Try to include images that provide multiple angles of the product with magnifying options. If the product is available in different colors or variations, have photos of each version. Images showing how the product is used are also a great idea. Additionally, video demonstrations of your products are another great way of grabbing shoppers’ attention and quickly communicating key information about your product.
For more complex product types, it’s a great idea to guide shoppers on choosing the best product for them with comparison features. Outlines of product features as visual graphics or in interactive configuration tools can streamline your sales process by explaining all the options and considerations buyers need to make when selecting the product that’s right for them.
Write useful product descriptions
In addition to your visual content, the written descriptions on your product pages educate shoppers about the product’s functions and features, specs and measurements, and advantages over similar products. However, you don’t want to frustrate your users with a wall of text – so keep your product descriptions short and easy to scan (especially for mobile users). You can accomplish this by using bulleted lists, separating blocks of text into sections with sub- headlines, and providing additional details through accordion-style navigation.
Include customer reviews
Although product descriptions give shoppers essential information, user reviews can often give a better picture of what it’s really like to own and use a product. By supporting user reviews on your site, you can add legitimacy to your products’ selling features and dispel the concerns prospective buyers. Plus, well-rated or reviewed products are excellent subjects for promotional and marketing materials.
To make the reviews on your product pages as useful as possible, use a review hosting system that has features like:
- Email reminders to buyers to leave a review after they have received the product
- Verified buyer designations
- Options to incentivize reviews
- Integrations for Google Merchant Center, to show reviews in Google search, and to connect to your other systems (shopping cart, CRM, social media pages, etc.)
- The ability for reviewers to include not just text, but also images or video