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The Product Page: How to Master This Essential Marketing Tool

The Product Page: How to Master This Essential Marketing Tool

A product page is one of the most influential sales tools in your store. It convinces customers to take that last step and make a purchase. An effective page is simple, easy to navigate, informative, increases customer trust, and improves their shopping experience. To optimize your product page, you must know which visual provocation attracts the consumers you are targeting and makes them react the way you want them to.   

It is important to make your product page easy to find and able to convert potential customers once they land on it. Keep reading for a step-by-step guide to make your product page stand out.  

A product page must be easy to browse, informative, strengthen customer trust and enhance their shopping experience. 

Key Product Page Components  

Most product pages have the same components, including an attractive product title and an overview that is clear and refined. Their description stands out with unique, catchy language that states how it meets customer needs.   

Product images are the main drivers of customer engagement. 

Product images are the first things a customer notices when visiting a page. To make a positive impression, photos should maintain professional quality with the standard white backdrop. 

To fully optimize your product page, you also need easy-to-use customization options and proof of your product’s quality from reviews or ratings. Also necessary are similar product suggestions to keep visitors engaged, a prominent buying button, and access to additional info on shipping and delivery. 

Here is the list of components to optimize your product page:  

  • Title and Overview  
  • Gallery of Product Photos  
  • Feature Image  
  • Unique Description  
  • Reviews and Ratings  
  • Similar Product Suggestions   
  • Customization Options   
  • A “Buy” Button that Stands Out  
  • Links to More Info 
Enhance Your Product Copy 

Your product copy speaks to both customers and search engines, so make it informative and keep SEO in mind. While optimized page copy brings in organic traffic, your photos, text, and site structure convert that traffic into customers. Do not forget to boost your SEO with optimized image metadata and alt text to help search engines better find and rank your page. Identify keywords for your product and include them also in Header (H1) tags and subtitles. You can also add videos to enrich your customer experience and optimize your product page.

Your page copy should clearly state what your product is and why your visitors should buy it.

Your page copy should clearly state what your product is and why your visitors should buy it. If you are selling cabinet accessories, emphasize with images and detailed descriptions so the customer is convinced to buy those products.  

Remember to clearly display your payment options and return policies to avoid customers navigating away in search of answers.  

Also, include a link to your FAQ page to quickly answer specific questions. If you offer free shipping, make sure it is clearly stated in a place that your customers see it. Shipping costs are a leading factor in cart abandonment. 

Create Impactful Product Images 

Product photos on your page cast the first impression on a visitor and either keep or lose their interest. Quality, consistent images are your best brand advocates, build customer trust and are great ways to enhance your product copy. 

To achieve quality photos, take the time to execute a professional photo shoot. Be mindful of your lighting, shoot on a white background, remove it, and finally retouch your images in post-processing. Showcase your product from all relevant angles and offer lifestyle shots to boost interest. Try to answer any possible question your customers might have with your images.

It is recommended that you use high-quality images that are not blurry or too small to see fine details.  It is an excellent approach to invest in custom product images. These premium pictures show off your products and can make your brand stand out. You take these using just your mobile phone if it has an adequate camera.  Product images should be of uniform size and style across all product brands you carry. The same aspect ratio across your site makes your product and collection pages easy to scan and navigate.  A good rule of thumb is to create your images as squares, so they look good both on computers and phones.  Images play a more prominent role on mobile, so if they do not load quickly enough, customers tend to leave the page. 

Rules of thumb for adding images to your product page:  
  • Use high-quality images 
  • Invest in custom product images 
  • Keep uniform size and style  
  • Maintain the same aspect ratio  
  • Create square images  
  • Ensure images are quick to load

Gain a Competitive Edge With a 360-degree View of Your Product 

360-degree photography is a revolutionary concept for many sectors. Today, it is seen as a tool that marketers, advertisers, and other creatives use to catch the waves of the latest trend, a buzzword used to promote almost everything, from shoes to burgers. It enables us to explore new environments and interact with products like never before.  

360-degree product photography involves shooting your products while they rotate on a platform. This gives your customers a full view from every angle, boosting conversion rates, reducing returns, and attracting more attention to your store.   

Unlike video, a 360-degree view of your product offers unprecedented levels of interaction and is a great way to make your page stand out. 

Ensure Add-To-Cart Buttons Are Easy to See 

The goal of your product page is to get shoppers to click the “add-to-cart” button, so the button needs to be the most dominating element on your page.  

Your shoppers want to know their next steps if they decide to buy your product. A prominent “add-to-cart” button is a great way to push them in the appropriate direction. 

What does a clear “add-to-cart” button look like?  

  • Use a contrasting button color: Studies have shown that orange or green button colors get more clicks. While this may be true, the color may not look good with your website design. The rule of thumb in choosing a button color is one that contrasts your page’s background and surrounding text color.  
  • Use a sizeable button & text: Make the button large enough to spot but not so large that it looks tacky. If you can’t find the button in three seconds or less, it is not big enough. 

Create Product Videos 

Customers have different expectations for what they want to see, and they have multiple needs based on how they make purchasing decisions. Your video content should confidently address these to make your product page stand out.   

These are some common points featured in the best product videos:   

Videos tell a story. Without context, a product video does not make much sense, so yours should feature prominent branding along with the product being used. Written content in the video should be informative and clearly state your brand values and promise. Another great idea is to create a how-to video. 

Videos are concise and sweet. Aim to make a video that is not very long. A 30-second timeframe works well, particularly for sharing on social media. While it may be difficult to compress a message, the best product videos give viewers everything they need in the shortest length possible.     

A product demo video improves the relatability between your brand and customers. Text and pictures alone are not enough. You want potential customers to feel as though you understood them.  

A product demo video improves the relatability between your brand and customers.

Features common to the best product videos:   

  • Videos tell a story 
  • Videos put the product or service in context. 
  • Videos are concise 
  • Videos are relatable 
  • Videos have a strong call-to-action 
Optimize Your Images and Videos 

Understanding how to create a high-conversion product page is important. Countless research has been done to optimize your product page and understand what makes people want to buy a product or service.  

To enhance your product copy, strike a balance between quality and size so your site can quickly respond and retain customers. Dimensions should be at least 1,000 pixels to ensure high detail, and no more than 2000 pixels to keep your site loading quickly.    

Strike a balance between optimum quality and size!   

Typically, eCommerce platforms automatically resize images to thumbnail, collection, and display sizes and use the full images for the zoom capability when someone clicks or hovers over your main product photo. However, giving them a hand with thoughtful sizing can make your site run even more smoothly.   

You can leverage this knowledge to create a highly converting page. This blog is meant to give you the best possible starting point, and you can continue to develop upon that foundation. It is always good practice to continually test different methods to further make your product page stand out.

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