Many ecommerce website owners place high priority on their landing pages. Landing pages are important—there’s no denying that—but product pages are often the heavy lifters when it comes to sales. Your product pages can make or break your business, so it is important to get them exactly right for your market. Here are a few tips for creating product pages that will work as hard as you do.
Disclose information in chewable bites. Every customer is looking for a different set of information. Some want to know every possible detail of a product, while others are turned off by the clutter that this can entail. Luckily, there is a way to keep diverse types of customer happy. You can group information under different tabs or headers. You can place the details below the basic information such as the price and photos, so people who want the information can scroll down and the others don’t even have to deal with it. You can use pop-ups, pop-outs, and other devices as well. The important thing is that you offer the details in a way that does not interfere with the basics, and that you remain consistent throughout your website.
Use professional, unique copy. Because most ecommerce websites have a large number of products, many webmasters streamline the process by simply using the manufacturer’s description. This is never, NEVER, a good idea. First, it erases the SEO value of the description because so many people are using the exact same wording. Second, it robs you of a valuable chance to talk to your customers. Good, professionally written, unique product information will describe your products better than the manufacturer’s copy and boost your website’s ratings at the same time. Write it yourself or farm it out, but make sure the job gets done.
Use comparisons. Contrast can be a great way to sell your products. Show customers how your products are different from others by including charts comparing features or simply a price comparison. When placed near your call-to-action, comparison can be a powerful selling tool even without any other descriptions or features.
Include delivery information. Many web customers are wary of shipping expenses and other delivery details. You can assuage their fears by including this vital information on your product pages. Don’t make them wait until checkout to see this information; many will never make it that far simply because they are afraid of the unknown.
Make it easy to buy. This is a valuable tip, but it is actually very simple: place your ‘Buy’ or ‘add to Cart’ buttons in a highly visible place. Use high contrast colors and make it a one step process. Save signing and other processes for checkout. Don’t make people look hard for the way to buy your products; some won’t figure it out, while others may simply leave in frustration.
If you are not using these tips, you are losing out on valuable conversions. Make your product pages the best they can be!