Does your product page have a low conversion rate? Building a product page is easy, making it covert at a higher rate is hard. Learn 7 tips that make great product pages standout from good ones.
Video Transcription Below. Enjoy and don’t forget to leave your comments below.
My name is Duane and hello from beautiful Montreal. You may remember me from such conference stages as MozCon, BrightonSEO, HeroConf and SMX.
Today I want to talk about building a building a great ecommerce product page. What may seem simple at the start can actually be hard to pull off as you want something easy to use and look at but at times can contain a lot of information.
Product Page Layout
Unless you plan to reinvent the wheel. I would make sure you have product page have the following layout order: Product Title, Costs, Size/Colour Selection, Add To Cart button and then Product Description. Anything else you need to put on your product page can go somewhere else…the above layout is what people expect . Doing something outside the standard means people are going to take longer to figure out what your page has on it. Don’t confuse people for the sake of trying to be creative or cool.
Make sure each product page has at least 3 – 5 images for each product you sell. Having only one or two images is not enough in 2019. People will look at multiple images before deciding to buy something. Make their job easier by giving them a handful to look at. Also, if you sell clothes, shoes or anything in fashion, have some product images featuring a model wearing the product.
Make sure all your product images are the same size / dimensions and the same style/background colour. If your main product images has a white background for some images and a blue background for others, it looks sloppy and messy. You want to have a strong consistent look across all your product images. This is often overlooked by some brands and especially those who are looking to start a drop ship site.
Lastly, don’t have text and watermarks on your products images. Yes it can help you add more information for a product, which is great. However, it often comes across looking unprofessional. Plus if that information is only on the image and not in your product image…you miss out on trying to rank in organic search for it.
Add a thorough and well written product description on your site is key. Try to answer people’s FAQs and make sure you don’t only talk about the product. Make sure you sell the lifestyle if there is one associated with your industry. A beautiful written product description is how you convince someone to buy on your site. Plus it helps with SEO and ranking in organic search , which can not be underestimated in 2019. A lot of well run ecommerce brands seeing a large amount of their revenue comes from organic search.
Shipping, Returns & Refunds
Add links to your shipping and return & refund policy on each product page and also link to them in your footer. You do this for two reasons; you don’t want to make people hunt for them and you don’t want to deal with duplicate thin content by placing the text directly on each of your product pages.
Create a sizing chart for your clothes, shoes, animal clothes and anything you sell that has a size range and is not a one size fits all piece. Then link to this sizing chart page on your product pages and in your footer.
Don’t put it as an image along with your product images and don’t add it at the bottom of your product description. It does not always format correctly and makes many product pages looks messy, which says a lot about your brand. You want a sizing chart that is easy to read and people can understand what is going on.
Customer reviews and building social proof for your brand is key. Ask past customers to leave a review… showing reviews on your site is going to help drive more sales and make people trust your brand. Beyond having this on your product pages, it can also make sense to add it to your homepage if you are in a competitive industry or a new brand looking to grow faster.
Including a section at the bottom of product pages to show your most viewed, bought or similarly related products from the site. This is one smart way that an ecommerce brand can help increase your average order value and make it easy to grow your store’s revenue. Even though some would say these are basics for an ecommerce store today. You would be shocked how many people miss getting the basics right. When you all everything above up, you get the bare minimum you need to launch an ecommerce store with a beautiful product page. See you next time.