What Makes a Good Product Page?

Stop me if this sounds familiar. (Not really, I’m mean…this is an article. You would need some sort of teleportation time machine to stop me, but I digress) You have a great product. You know that there is a need for it on the market. You have your pricing and all of your logistics figured out, but for some reason you just cant get your product to sell. Sometimes, the problem isn’t in the production, but in the presentation. When it comes to running an ecommerce store, your product page can be one of the hardest elements to get right.

Most product pages online miss the mark when it comes to closing the sale. Are you missing some of these tried and true techniques to increase comversion?Click To Tweet

Most product pages online think that having an image and a price tag are enough to entice your customers. If that’s all you’re doing, however, then you’re not letting your product page work to its full potential. Don’t make the easy mistake of putting all your effort into advertising and pulling traffic to your site and forgetting about your product page. There are some elements every developer should have on their product page to maximize their sales.

Be Savvy With Your Pricing

Okay, so I know you’re going to have the price displayed on your product page.  That’s obvious. How you display your price, however, can also help your sales.

  • First, have your price clearly displayed. Customers don’t like to have to hunt for the cost because it makes them feel like you are trying to hide something.
  • Second, break up those nice round numbers. We might like seeing that something is $20 even, but studies have shown that displaying prices to 19.99 have also increased sales.
  • Third, let the customer know how much they are saving. If you are selling a $100 product at 20% off, then display that the guests are saving $20! How could they not purchase it with that amount of saving! They’d actually be losing money if they didn’t!

Videos Show Your Product In Action

If pictures are worth 1,000 words, then a video is worth 60,000 (Heh…film humor). Often times, customers can be skeptical. You can describe your product down to the last detail, but seeing it in action can be a huge plus. Consider adding a demo video of your product. Not only will this give your viewers a better idea of your product, but you can also add a narration track over it to detail the features.

Even better, according to themarketingblog.co.uk, 64% of consumers are more likely to buy a product online after watching a video. Even if you don’t have an eye for film, its hard to argue against those numbers, and your videos don’t have to be very long. A short video that showcases the basics of the products is usually enough.

What’s Your Return Policy?

This doesn’t need to be front and center and in neon lights on your product page, but guests to your site like to know that their interests are going to be protected. Part of that is know your return policy, payment methods, shipping options, customer service, etc. Clearly displaying this information somewhere on your product page will help your guest know you won’t abuse their trust in your business.

What Products Are They Not Aware Of?

Do you have any other products that would go with what you are selling or would complement the purchase? Think of your product page as free advertising for anything else that you sell. Your best bet at making an additional sale is if you can link the items that are commonly purchased together, so try and bundle your items together. If you don’t have items that can be paired, however, still use the space other products you sell. You never know what you guest might be seeing for the first time.

Cover All Your Bases With a “Contact Seller” Option

Every customer is different and will have different needs. Some may need a custom order, others may need something in bulk. Having all of these options on you page could overwhelm your guests with information. Make sure you have a communication channel open to your guests so they can reach you with these needs.

Post a Limited Time Offer

Let your guest know about any limited time offers or sales that you are running. When someone is online to shop, they are already looking to spend their money, so you don’t have to persuade them of much. One of the things you can convince them of is to make an additional impulse purchase. This can be anything from a limited release to a sale on an unrelated product. When guests know that this offer might not be around the next time they visit, they may be pushed to take advantage of the offers.

What makes a great product page? More importantly, what give your customers the confidence they need to click the purchase button? We have some ideas.Click To Tweet

With some or any of these methods, you can make the most of your products presentation. Give these a try and let us know how they work for you. Do you have a product page strategy that we haven’t mentioned here? Be sure to share them in the comments below!

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About the Author

James McCluskey

James is an English teacher and content writer for WP Ninjas. His daily motivation is to constantly look for something new to learn. This has tragically turned him into a living encyclopedia of largely pointless information. When not teaching, writing, or learning, James is usually working with his wife, Megan, on fundraising and support for several nonprofit organizations. Excelsior!