Before starting to introduce you to all the key elements a product page or a service page should have, let me ask you a question first.
As a website owner, what does a product page means to you?
Is it just a page that carries your product information? Or do you really want to put your best efforts to help visitors to make an informed decision about your product or services and generate revenue for your business?
Well, if your answer lies in the second one, then you are one step closer to the goal of your product page – selling the product to the customer.
However, as simple as it sounds, creating a powerful and effective product page requires the right set of elements. A stellar product page can make the customer’s mindset to place an order.
So what are those elements?
Below, we have curated a list of elements with examples that you should consider while designing the product page of your online store.
Let’s dive into them.
Key Elements of a Successful Product Page
Informative Product Description
When a first-time visitor arrives on your product page, never assume that he or she is familiar with your product or brand. Every product page ought to have an insightful description section that provides the consumer with all of the information they require about the product.
So what can you add to the product description section? Here are a few points that may vary with the product type:
- Product descriptions
- Product variations (like a model, or color)
- How to use/ select – helpful guides
- Size chart
- Specific recommendations.
- Warranty period
- Exchange or replace policy
Furthermore, make sure that all of the information is brief, simple, and visible to readers. Try to use bullet points. It will allow your visitors to effortlessly scan the entire information.
For example, as you can see in the screenshot below, the Adidas website has clearly mentioned all of the product details in the simplest way possible. As a result, when a woman shopping for running shoe lands on this page, she will have a clear picture of what she is going to buy. Thus, resulting in a successful purchase conversion and increasing your store sales.
CTA (Call-To-Action)
Once the shopper has reviewed all the information about the product, where do you want him/her to go next?
How do you want your product page to perform?
Do you want your customer to buy your product? Or do you want them to sign up for your monthly newsletter subscription? Or do you want them to take a free trial of your product?
Whatever goal you have in mind, there should be a clear CTA for each one.
Mighty Themes, for example, has very nicely integrated the CTA buttons ‘Go Pro’ and ‘Download For Free’ directly after a compelling brief introduction of their product Mighty Addons. In this manner, they made it apparent to potential consumers what step to do next, which reduces friction as the user moves through the sales funnel.
Lead form on Above the Fold
You must be wondering what is the role of adding an instant form on a service or product page. Don’t be.
It is important not to miss any post-click opportunities after visitors scroll through a product page on a website. By adding the instant form above the fold, you can gather customers’ basic information, such as, name, email address, and phone number. Using these forms, you may collect client inquiries and learn more about your potential buyers and their goals.
Thus, you can use this form in multiple following ways:
- Identifying your potential customers.
- Understanding your buyers’ goals.
- Persuading your users for signing up for your services.
Whatever the reason, you will never miss a sale conversion when you integrate the instant form into your service page.
As an example, we used a reference from JoomDev, a mobile app development firm that is informing its visitors about its android app development services via its product page. They have added the contact us today section above the fold. So, if there is any impediment to people enjoying their services, it may be removed with clear communication via a contact form.
Price/ Discounted Price (if any)
The price is another important consideration when making a purchase. This implies that without this information, even if it is displayed in a subsequent phase and without compromise, a large portion of customers will not add the items to the shopping cart.
When adding the price element to a product page, consider the following:
- The price must be easily identifiable by your potential consumers.
- If a promotional marketing campaign is running in this situation, the two prices – the discounted one and the original one – should be displayed, with the higher price marked off to avoid confusion.
- Pricing should be near the “Buy Now” or “Add To Bag” button. This is to aid the page’s natural flow and encourage consumers to proceed from examining the pricing to adding the item to their cart.
Amazon’s website, as shown in the image below, has emphasized the lowered pricing of the iPhone 12. So, if an iPhone buyer lands on this page, the customer will learn about the bargain you’re offering. And who wouldn’t want to purchase a high-end iPhone at such a low price? As a result, lead conversions and revenues are up.
Testimonials
Trying to boost the credibility and conversion rates of your product? Then, incorporate the powerful tool of testimonials into your product page.
No matter which industry you are working in and how many years of expertise you have, the first step in selling your product is gaining your customer’s trust. And one of the most proven techniques is through testimonials aka customers’ reviews.
They are giving your consumers first-hand proof that your product works and has a positive influence on them. For online businesses to thrive for so long with gaining new customers, testimonials have played a major role.
Let me understand you by an example.
The NITIC, a commercial truck insurance website, has added a testimonial section to its product page, as shown in the screenshot below. Anyone searching for insurance coverage who comes across this page should read this part as well. And, get to learn about the customer’s past experiences. As a result, this may influence his or her decision to purchase your services, increasing your sales.
Ongoing Promotional Marketing Campaigns
From ‘Real Beauty, Dove’ to ‘Wassup, Budweiser’ and more, marketing campaigns have a tendency of staying with customers long after an impact or purchase.
Why exactly is that?
Campaigns make businesses recognizable. They encourage a sustained effort that directs customers to the desired activity. This info should be extremely clear on the product page in the case of an ongoing promotional campaign.
This message may be corrected or displayed when the consumer navigates the website, but it ought to be obvious. If the price decrease is related to a special campaign, for example, in this case, Nykaa’s PAYDAY SALE campaign, it is preferable that this requirement be made apparent, so that the buyer feels compelled to purchase the item before the campaign expires.
Variations of the Same Product
If the product comes in multiple product variations such as in colors or sizes, it’s imperative that the product webpage includes a mechanism to pick the liked variation. And, of course, eliminating numerous identical goods in the store in order to avoid any confusion among potential customers.
Thus, not only it makes the purchasing procedure easier, but so is the process of administering the retail site when introducing additional collections, changing pricing, or eliminating discontinued goods.
As seen in the following example. H&M has thoughtfully included all possible colors and a size guide right next to the product photos. As a result, each customer interested in this sort of shirt pattern may choose her favorite color and make a pleasing purchase.
This way your buyer is pleased and so are you!
Clear Images and Videos of the Product
Today’s consumers value the convenience of internet buying. But who else has the time to recurrently purchase online, inspect the product quality, and return the thing (if it is not up to snuff)? Nobody, right?
Product photography and videography are crucial. Almost 88% of consumers rated the product picture as the most important aspect of the purchasing experience. When you click incorrectly, you might move away from the desired conversion rate.
Whether the product is presented in its natural habitat, on a white backdrop, or in a model, it is critical that the images depict:
- The product as a whole
- Pertinent information
- Size of the product
Like in the screenshot given below, the photograph of an earring worn by a model on an Everstylish website clearly depicts the high quality of a product.
Product Recommendations
Have you ever gone planter shopping and ended up buying a lot more than you expected? This occurs when you are unsure about your purchase list and choose everything that appears to be most relevant to your needs.
In eCommerce, we call it a personalized product recommendation strategy. Products on a webpage are dynamically displayed to a user depending on statistics such as customer characteristics, browsing behavior, or situational context, creating a personalized buying experience.
They’re the targeted suggestions you get that make you stop and go, “Hmmm! That looks like something I’d like!”
And guess what? They are helpful.
Let me give you an example.
Flipkart’s product page for a designer ceiling light, as shown below, suggests other useful products such as bulbs or outdoor lights that customers might find useful. As a result, customers will be persuaded to add more products to their carts and ultimately increase store sales.
If you are using WooCommerce to setup your online store, you can achieve this through our Mighty Frequently Bought Together WooCommerce plugin.
Product Availability
Instilling a feeling of immediacy in the customer is an excellent technique to persuade them to buy your product. And for this, there might be several possibilities. For example, if a popular item’s stock is running short, indicate it in the pricing.
Some businesses specify the particular amount of a product that is still in stock, however, others may purposely leave it unclear, such as “limited stock” or “hurry, the product will be out of stock shortly.” You may use this method while conducting a promotional campaign and include a “limited-time offer deal” with a focus on discounted pricing.
However, if the product is sold out, you should openly state “the product is sold out” so your buyers do not feel cheated, just like Myntra mentioned on its website. You may also include a notification alert button. If the customer subscribes to the notification alert, he or she will get an email or SMS message when the item is back in your stock.
If product is not available, it should say out of stock.
On the other side, it can make sense to show a clip of the item in order to better convey its features and the notion linked with it. You may create great tales in a short film, giving the buyer the full potential of the thing he’s looking at and promoting the purchase.
The Key Takeaway
The most significant aspect of any online business or website is the product pages. Not only are you showcasing your products or services here, but you are also tempting your customers to buy them. This is your best opportunity to boost your sales conversions. So, as far as possible, avoid making mistakes.
With our tried-and-true marketing elements, we did our best to assist you. We hope you enjoyed our list of essential ingredients.
If you have any doubts or questions, feel free to ask in the comments section below. We will be glad to help you.
Did we miss something?
Enlighten us! Because knowledge is always welcome.
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