The customer journey for a new product or service starts online. Whether you are selling on your own website or on a marketplace on Amazon, the quality of your listing plays a huge role in converting customers. As a brand, it’s important that you provide shoppers with the information they expect.
Today, we’ll review some of the key elements of a successful product page and how you can boost conversions with comprehensive product pages.
Why is a product page important?
Shoppers don’t get to hold or examine a product in person before buying online. All they get is your product page. The only way that customers can find out about your product and decide whether or not to buy it is from the information they see online. Many customers will turn to reviews and social media posts, but ultimately they will be evaluating your product page as well.
A good product page makes the buying journey easier for customers and encourages them to purchase. But keep in mind that customers don’t head to your website just to purchase. Oftentimes, they are searching for a product/service, comparing competitors, or looking for store details. With a well-crafted product page, you can engage consumers who had not necessarily intended to purchase.
So, what exactly does a good product page do? It:
- Fosters trust
- Shows (instead of tells)
- Simplifies the buying process
Now that we’ve gone over what a product page does and why it’s important, we’ll dive into what customers expect to see on a product page.
What to Include On Your Product Page
Detailed Product Information
First and foremost, your product listing should clearly describe the product. Highlight the key features and benefits of your product, and explain how customers can get the most out of it. When it comes to product information:
- Use bullet points to make the text more digestible
- Split up with subheadings
- Include relevant keywords throughout the description
High-Quality Images/ Video
Customers are relying on your product page to guide their purchasing decisions. If a customer is uncertain about your product quality after reading your product page, then they are unlikely to buy. Use high-quality images and videos to show your product. Feature several images that show the product at different angles, and include a size reference if applicable. While most pictures should have a clean background, you can include a few stylistic images or videos that show the product in use.
Including reviews throughout your website is great, but you always want reviews directly on the product pages. This way, customers can quickly and easily see what others are saying about that exact product. Pew Research found that 82% of customers read reviews before making a purchase! When customers can read reviews about a product, they are more likely to purchase and to make the right purchasing decision. For example, you could have an excellent product but maybe it runs slightly small. Reviews can let a customer know to size up, which will ensure a better overall purchasing experience.
Make sure that your product page includes information that can answer common questions, and the ability to connect with support for other questions. Including an FAQ can eliminate a lot of confusion and keep your customer support lines clear for more difficult questions. Include an option to live chat with a representative. This way, you can address any confusion or concerns upfront, and often find a solution before a purchase goes through, which will lower the chances of a return or complaint.
Craft your product page with the customer journey in mind. Always keep your customers in mind when creating a product page to ensure that it’s user friendly and easy to navigate. The path to purchase should be clear, as well as the general product information. Your product page is another opportunity to provide an excellent customer experience, so consider your audience’s perspective when designing your product pages.
Buy Now Button
A great product page gives customers the confidence they need to follow through with a purchase, so make sure that it’s easy for them to do so once they’ve decided. Make sure it’s clear and easy for customers to buy from your site or directly from your product page, or they will go somewhere else to find what they want. Displaying a “buy now” button is a great way to facilitate the purchase.
All of your product pages should include these key factors, whether the page is on your site or a marketplace like Amazon, eBay etc. Managing multichannel eCommerce is hard enough. Listing Mirror makes it easier to run your multichannel eCommerce business with our #1 listing software. Create and edit your listings in one convenient place, and simplify your business with order fulfillment, inventory syncing, and warehouse management. Try us out for yourself with a free 14-day trial. Click the button below to get started.