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Three Great Ways to Create A High-Converting Product Page

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When you've got an e-commerce website, generating as much business as possible is absolutely crucial. With the online market getting more and more populated, it's well worth looking into ways in which you can improve the user experience on your website. 

woman buying online

One of the best ways of doing this is by creating a high-converting product page. But how do you go about doing this? Follow our helpful guide and you'll be catching the eye of potential customers in no time!

1. Make sure product descriptions are properly optimised

Having a good product description is one of the most important aspects of encouraging a potential customer to purchase your product. It sounds simple, but it's true! The problem that a lot of e-commerce website owners have is that customers want to get answers to their questions but don't want to read a lot! 

In fact, the average website viewer gives a website, or page, no more than 15 seconds to capture their attention! Therefore, if a product description fails to meet this deadline, it will fail to convert.

There are a variety of things that a potential customer will consider or want to know when viewing a product. For instance, some will be interested in the materials, while others will be more focused on reliability and durability. It's therefore incredibly important for you to strike a fine balance between being brief and being informative. 

There are two important practices in product description that it's worth focusing on;

A. Start with a unique value proposition

Put simply, you must explain very early what is so special about the product or item you're selling in your brief product description. Some of the most successful product pages show the customer what potential benefits they will get when they buy the item, rather than simply speaking about features.

B. Avoid visual overload!

It's important to structure key information by using collapsible sections and headers to save vital space on the page. Not only will this minimise the time required to get to the key benefits of the product but also make the product pages more interactive and transparent. 

2. Utilise more images to describe items

As humans, we're very good at processing visual information. In fact, we're much better at processing this information than at reading. Essentially, this means that colours and pictures on product pages create the viewer's first impression of items and are therefore even more important than descriptions. 

Make sure you use the right-sized image

A product image is pretty much the only way for a potential customer to get a feel for your product. It's therefore very important to make sure that your shoppers can zoom in to examine the product in fine detail (i.e. its tiny parts and fabric). Studies have shown that large images have helped e-commerce sites generate more interest in their products and therefore more business in the process.

Angles are important too

One of the most common errors made by e-commerce websites is to just show the product only facing forward. When customers actually want to see the back of a dress, the outsole of a shoe or the interior pockets of a wallet or purse. In contrast, a well-selling page will feature the product from various different angles or even provide a video detailing how it looks in motion. 

Use more product reviews and testimonials

It sounds obvious to say, but we believe people and their opinions more than pictures of models. You may have seen already but the majority of successful e-commerce websites ask their customers to not only leave reviews on their products but also personal photos of them using the product. This shows potential new customers and buyers how the items look in everyday life and make the product page more trustworthy in the process.

Customers want to try on items

When shopping online, customers want to know how the product or item will suit them rather than professional models. In fact, many successful websites show their products on people with a variety of different body shapes; which helps potential customers image themselves with items and make purchasing decisions quicker and easier.

3. Engage in regular dialogue with customers

Many people think that online retailers have less opportunities to talk to their customers than shops based on the High Street; but this simply isn't true! While communication between shoppers and online stores doesn't happen face-to-face, online merchants can still tell customers everything that they need to know and hear and ask for everything they need to know too. 

One of the ways you can do this is by adding an FAQ and tips to the product description. This comes with several benefits, including:

  • Product descriptions will be kept short
  • You can answer the specific questions of the customers that are already on the page
  • New visitors will be attracted to the product pages from the search engine's search results

Alongside fully-fledged FAQs, you could also consider adding short tips and suggestions for the related product. Offering helpful and sincere advice is proven to leave customers feeling more cared for and increase purchase potential at the same time.

Another way you can engage in dialogue with customers, and build trust in the process, is by encouraging your customers and website users to leave reviews. When it comes to making a purchase decision, reviews are some of the most important aspects, alongside prices and product descriptions. In fact, most online shoppers look for reviews before much else and if displayed correctly, they'll be able to find real and credible feedback on the product page. 

It's also worth asking your customers how to improve conversion even further. Even the smallest details like button colours and words can influence the potential success of product pages. Don't be shy about asking your customers what they like about your website and their overall impressions. While tests while show you plenty, there is nothing better than getting suggestions and feedback on your site from the people that use it the most.

These tips will give you a great head-start in your battle with your online competitors but, of course, if you would like to know more, speak to the experts at Smart Domain Group. We specialise in the design, writing and optimisation of stunning e-commerce websites that generate our clients thousands of pounds each month. Contact us today for a free quotation and no obligation consultation. 

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