A colorful representation of a great product page.

The anatomy of a great product page

Customer's want simplicity when it comes to finding the right products and replacing them if they break over time.

It's not easy to make your business a customer magnet, though. Having beautiful photos, well-written descriptions, and attractive prices is a start. But there's more to it than that.

In this blog, we'll share the anatomy of a killer product page for your online store so you can help your business capture the attention of potential customers and convert sales like never before.

Product Title

Product titles are like film titles—they're the hook that pulls you into the product description. It's an opportunity to promise what the product will do and how it will make its user's life easier. Some products live up to their titles and some don't, but it's still a crucial part of the buying process. An excellent product title should be alluring, not dull or vague. It should set a tone for what you can expect from the product and maybe even hint at how wonderful it is without being too over the top. A good title will make you excited to read on and learn more.

An excellent product title should be brief but descriptive enough to convey the item's purpose and general quality or level of luxury. You don't want your title to give away too much or say something that isn't true about what you're selling—if you promise something unique and then let down your customers with subpar quality, they'll be disappointed.

Images

A picture may be worth a thousand words, but for a shopper looking for that perfect product, it can be worth a thousand dollars—visual appearance is the most important deciding factor for 93% of consumers.

When you work on your product photography, think about how you're convincing shoppers to buy. Include high-quality shots of the item both on its own and in use to allow shoppers to see what the item looks like when it's in use as well as on its own. Appealingly present those images—cropping to highlight the best features or setting up your own "studio" with care can draw attention to your product and make shoppers want to buy without being overtly manipulative.

Video

The most effective product pages have many tools to help consumers make informed decisions about their purchases. Videos are the key ingredient for making product pages more effective because they allow customers to see or hear a product in action in a realistic setting. Videos also provide information that can't be communicated well in images, such as sounds, activities, and movement.

Call-to-Action

A call-to-action is the best way to ensure your product page clarifies what your customers want to do next. This might be as simple as "Buy Now" or "Add To Cart." Whatever you choose, make sure it's straightforward to find on your page. Don't bury it behind text or links—it needs to be its own prominent button that stands out on the page without screaming for attention. And if you have multiple products you'd like customers to consider purchasing, make sure your CTA is specific, so they know exactly which one they're adding to their shopping cart.

The right words can motivate your customers to buy your products, but the wrong ones can cause them to leave your page entirely. Make sure you're using the right words on your product page, and consider making some changes if you don't think your product page is effective.

Product Description

This is where you tell customers why they need to buy your product and how it will help them solve their problems. The best way to do this is by using a story-based approach that shares an engaging narrative about the buyer's journey and what their life will be like after purchasing your product.

For example, instead of saying, "our product helps you lose weight," you might say, "this amazing device will help you lose 10 pounds in just one month." That's a much more compelling description because it gives the customer a clear idea of what they stand to gain from using your product.

Reviews

Reviews play a huge role in helping customers make that decision. Satisfied customers will rate and comment on products, which provides other potential customers with valuable insight into whether or not they should purchase from this seller. Most consumers choose who they buy from based on how others rate the seller's products (and other factors like customer service, returns policy, etc.). For this reason, your product pages need to be positioned to encourage your customers to leave you comments and ratings.

FAQs

Answer all customer questions before they ask them. Put together a list of frequently asked questions (FAQs) and include them in the body of the page or a separate section at the bottom. This will help keep customers engaged in reading through everything you have to say about your products and services, helping them understand how they can benefit from buying from you.

Start selling more online.

When done right, product pages are much more than just a collection of photos and texts. They offer a smooth user experience to help you and your visitors feel engaged, excited, and ready to buy. We hope this blog allows you to create better product pages for your online store. To help you out with your product page, contact us today!

Author

Paul Stoute

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