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The Elements of a Great Product Page

For an e-commerce store, there’s nothing more important than having a great product page.

There are so many reasons to make creating great product pages a top priority when building your website. Not only do your product pages inform people of what the product is and why they should buy it; when done right, product pages are powerful in terms of SEO (search engine optimization).

When built correctly, your product pages will help to increase your conversions as well as your website’s ranking on the SERP (search engine results page). However, if you do it wrong, you’re not likely to get the results you want, no matter how many marketing dollars you throw at it.

To put it simply, when it comes to designing product pages, there’s a lot on the line, and it’s important that you get it right.

7 elements of a great product page

#1. Product images

First and foremost, you need great product images. Images are the first things people see when they come to your product page, and having spectacular images will help to make it stand out.

You should have photos of your products from every angle and view, and make sure to include some detailed photos. If the product comes in different sizes, colors, or other variations, make sure to include photos of each variation. It’s also a good idea to include images that demonstrate how customers will use the products.

#2. Product videos

Video marketing can be a powerful tool on a product page. If a picture is worth a thousand words on a product page, a video has to be worth a million.

With video, you can show prospective customers what your products look like in action. You can demonstrate how easy your products are to use, the benefits of the product, and how your product works.

#3. Product descriptions

The right product descriptions can make all of the difference for your product pages. In addition to informing prospective clients about the product, the description plays a big role in how well the product page will rank in the SERP.

Your product description should be more than just a list of features and specs. In order to create a product description that drives sales, it should be helpful and interesting, include relevant keywords, focus on the benefits the product can provide to customers and contain information that will help the customer make an informed purchasing decision.

It’s also important to address any possible uncertainties in your product descriptions. It’s natural for customers to have concerns, and it’s smart to address them head-on.

#4. Rating and reviews

Displaying ratings and reviews of your products is a great way to build trust in prospective customers. It’s always a gamble when you shop online, but when you can read about other customers’ great experience with the product, it gives you more peace of mind in your purchase.

Displaying reviews on product pages is only helpful when you have reviews to display. One great way to generate product reviews is by sending a follow-up email after a purchase has been made requesting a review.

#5. Price

Price is one of the biggest things people consider when determining whether or not to purchase a product online, so it’s important to display product prices prominently.

Make the price stand out even more by using a larger font than the rest of the page; it also helps to use a contrasting color.

And, if your product is discounted, keep the original price and cross it out. That way, your visitors can get a better idea of how good the deal is.

#6. Add-to-cart button

When you’ve convinced a customer to purchase a product with the other elements of your product page, you then need to make it clear what their next step is.

Just like with the product price, you should ensure that the add-to-cart button is large and a contrasting color that will stand out on the page.

#7. Related and recommended products

When you’ve convinced a customer to purchase one product with you, the hard work is done, and it’s not as small of a leap to convince them to purchase another.

Chances are, you offer many, complementary products in your e-commerce store that the customer may also be interested in, and it behooves you to inform them of what those products are. Additionally, if someone is looking for something similar to your product, including related products can help them find the specific one they're looking for.

Building great product pages is easy with the Websites 360 website builder

Product pages are just one important aspect of your e-commerce site, and if you’re looking for a website builder that can help you get every aspect of your website right — from the home page to the product pages — look no further than Websites 360®! Get started!

Originally published on 1/21/20