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How to Design a Customer-Winning Product Page

How to Design a Customer-Winning Product Page

A lot of focus goes on designing the product page for an online store. It’s the first thing that visitors notice when they open the site. But the main aim of any eCommerce website is sales. There’s no way you’ll achieve that without a stellar product page.   

Compelling product pages immediately communicate the value of the featured product. They reveal to the shoppers what the product looks like and tells them what it feels like. It makes them believe it’s something they need to own. 

Beyond the images, your product page needs to give high-level information about the product at first sight. 

The Anatomy of a Perfect Product Page 

Some information is more significant than others as they are what shoppers view most about and has the most meaningful impact on their buying decision-making process. Users often make up their minds on the product page itself on whether they want to buy the featured product.   

This makes the product page design, product page layout, and features the core of the eCommerce experience of the user. But it would help if you considered that the product page layout and features are under a lot of stress as they are mainly a template reused for nearly all products on the site.    

Well, first, you make sure that you have all the essential elements of a perfect product page. From there, you can refresh and optimize. 

The graphic shows the elements needed for designing a perfect product page.

Here are the 7 design elements for a perfect product page: 

1. Feature image 

The single most crucial element of eCommerce product page design is your featured image. This is an eye-level, mid-to long-shot that showcases your product.   

Just imagine what an eCommerce product page would look like with a low-quality image or even without one at all!   

Your feature image can excite visitors or turn them away as it forms their first impression and helps them decide whether to look further. It is best to use a polished, perfectly centered product image with a white or light background and soft or no shadows. 

shows how a picture of a beautiful model wearing “Trendyol” mini dress enhances the product page and engages the customer.

2. Gallery or product photos 

The image shows a number of images in the image gallery. The number of pictures and their quality has positive correlations with the average time spent on the page (36%).

If your feature image successfully wins over your visitors, the next thing they are most likely to do is to browse your image gallery.   

Galleries are another vital aspect of eCommerce product page design. Preferably, you need to have about a dozen images in such a gallery, most of them clean-cut, like your feature image, and showing your product from all relevant angles.   

It’s also good to include at least one or two in-context or lifestyle images to invite an emotional response from your customers.   

You can even add a 360-degree shot that engages consumers even more or a video that conveys other information or answers customers’ questions.   

3. Title and overview.  

Your product page should be designed to give scannable information about the product. 

The product page must include:  

  • Product title 
  • Price 
  • Features and components  
  • CTA 
  • Customization options  

Ideally, all this information should be above the fold, which isn’t always possible. Many brands make up for this with aesthetics by using colors, fonts, and icons instead of dense text.   

4. Product descriptions   

A product page is the most crucial part of your online store, not just because it informs customers about your products but also entices them to buy from you.   

They are also valuable because a compelling product page helps with your search engine rankings and brings in more customers in the first place. Crafting a well-designed product page is one of the most natural things you can do to improve your sales, and all it takes is a bit of time.   

Here is what you need to create highly ranked product pages:   

  • Unique product description  
  • Product videos 

 Unique product description 

Shows the rich and unique product description of ”Chubbies” shorts along with a featured image that enhances the product page.

The aim is to create product descriptions that are both optimized for your product page keyword as well as speaks to your branding. 

To do that: 

  • Keep the product descriptions short and sweet.  
  • Use additional photography to draw the eye to the information.  
  • Include relevant, must-know information, including specs. 
  • Link off to additional product information on the blog to increase site interlinking and SEO.  
  • Use Google to search for your keyword. Take a look at your competition’s product pages. Your goal is to make yours better.  
  • Use bullet points and graphics to get information. 

Product Video 

Although unique product descriptions are necessary, there’s one more factor that helps in increasing your search rankings and your conversions. And that’s the product video.   

Videos are an incredible way to show off your products and make your shoppers feel like they’re getting an in-person demo.    

Video is useful as they result in a click on your webpage, meaning a sign of engagement to the algorithms. It also means a longer time spent on the page because of the length of a video.  

Thus, adding videos to your product pages can help you in every aspect of the online sales cycle.   

Product videos engage your users more, meaning they spend more time on your site. It is even better if you have product demos from the product manufacturer.   

But the best solution is to make them yourself. It not only provides you full control of the content of the video, but it’s better for your search results if you’re putting out unique content rather than just adding something everyone else has. 

Pros of Product videos: 

  • Boost conversion and sales 
  • Improve your page rank in search 
  • Raise clicks and shares  
  • Results in more time spent on the page  
  • Increase engagement   
  • Build customer trust  
  • Work as a virtual in-person demo  
  • Reduce consumer doubt 

5. Reviews and ratings. 

Product reviews are useful for building trust, and that trust increases conversion.   

Maximum numbers of consumers consult reviews when making a purchase, and adding them to your site can help lift sales.   

In fact, reviews aren’t just useful in improving conversions; they are a new and necessary aspect of our online shopping lives. 

6. Similar product suggestions 

Product suggestions serve as another layer for an on-site strategy that helps in engaging and delighting visitors with products that can complement their selection. 

 You essentially have 3 options for setting up recommended or related products: 

  • Related products: This appears on the product page and can be manually set. It is based on this logic: Products with similar names or descriptions can also be set manually.   
  • Customers also viewed: These are displayed on the product page. It is based on this logic that customers who viewed this product also viewed these products.   
  • You may also like: This pops up after a visitor adds an item to the cart. It is based on this logic that products that are similar are based on name and description.    

7. Human interaction and FAQs 

Finally, be sure to have links for any extra information your site visitors might be looking for. For instance, include a link to your returns and exchanges policy page. And also to a frequently updated FAQs page that can answer questions. You can even go a step ahead and install a chatbot that resolves common queries. 

Product Page Optimization 

All this work put into cooperating all the elements for a perfect product page is important for conversions. And also for making sure that it drives increased organic traffic over time. 

1. Stay on top of your SEO. 

The infographic shows the 7 ecommerce SEO practices to improve product page rankings

SEO is the most cost-effective and long-term strategy to generate leads sustainably. You should always remember it when designing and selling your product pages. Keep in mind that your product page is important for both people and search engines. So, research your keywords thoroughly to get key-phrase ideas and enrich your SEO.    

Your product copy should be communicative and easy to memorize while also keeping SEO in mind and including the appropriate keywords you have researched. Similarly, invest time in optimizing your metadata both for your page in general and your images. Incorporate detailed key phrases in the alt text of your images to give your organic ranking a boost. Also, use videos to make your page rank better and drive more traffic. Search engines prefer pages that combine videos because it’s an innovative way to create exclusive and quality content.    

Another great way to leg up your ranking through organic traffic is to join affiliate programs and generate backlinks to your page. Getting links from authoritative industry sites and blogs tells search engines that your store is to be trusted and promoted.  

2. Curb the size of your images.  

Your web page also must load fast enough on all devices, including mobile, so don’t overload it with images that take forever to load. Keep your pictures light. Follow your platform’s image guidelines to strike the right balance between quality, zooming capability, and a fast-loading site. Every extra second your page takes to load can hurt your conversion rate.   

With that in mind, test your images and your product page using Google PageSpeed Insights to see if you can optimize them for both desktop and mobile. And use the world of tools out there to optimize them further. 

3. Keep a Uniform Look. 

Consistency enhances and promotes trust. It increases your conversion as well as retention rate.   

Keep your product pages as well as pictures uniform and consistent across all your product lines. One way to maintain a clean look is to use the same aspect ratio and product scale across your product lines. This way, the visitors can easily navigate your pages without getting distracted by the image style itself. Keeping your images square is also good standard advice so that they look great on all devices, including cellphones. 

Be Different, But Keep Track of Your Metrics 

Enhancing your product page layout is one of the smartest ways to help increase your sales. Although it is not the only thing you can do, it is one of the chief places you can start.   

There is an infinite list of things to examine and optimize on your eCommerce site. Our recommendation is not to test or modify many things on your website all at once. Instead, take care of the important things like improving your product page design, crafting an impressive home page design, category page, checkout page, and more. 

The image shows a quote by Ross Simmonds who is the founder of ‘Marketing Solution’

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