Creating Product Pages That Sell: Comprehensive Guide
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On any given day, there could be hundreds, or even thousands of visitors reaching your website, and yet, they’re not completing their purchases. They browse through your product pages, but unfortunately, that’s where their journey ends. 

So, what seems to be the issue here? After all, your brand is robust, and your products are exactly what your target audience needs. What’s missing?

The issue often lies in the lack of attention given to your product pages. After all, we’re living in a digital world, and a well-crafted product page is a crucial element in online selling. Just like when you look at the product shelves in person, details matter, and they can be the deciding factor between making a sale and losing a potential customer.

Well, how can you revitalize your product pages to enhance the customer experience and increase conversions starting today? 

Continue reading this blog post to discover strategies for optimizing product pages, including tips and real-life examples of successful online stores to see how they’ve mastered the art of product page optimization.

Table of Contents

Begin With a Plan

If you want product pages that sell, you need to begin by strategically organizing the components of those pages. Each element should be purposeful, offering essential information, guiding visitors further along in their purchasing journey.

By meticulously planning each aspect of your product page, you’re laying a foundation for a more intuitive and successful online shopping experience for your customers.

Understanding Your Audience

Before anything else, know your target audience. What are their needs, preferences, and pain points? This knowledge will shape everything from the product descriptions to the visuals you use.

Other than that, acquiring target audience insights can be beneficial for all the aspects of promoting and selling via your product page, including:

  • Copywriting: Determine the language and tone that resonates with your target audience, emphasizing the benefits and unique selling points of your offers.
  • Content marketing: Identify topics that are relevant and engaging, and strategies for distributing this content to reach your target market effectively.
  • Email marketing: Consider the tone, style, and content that will motivate your audience to engage and respond, including personalized offers, newsletters, and product updates.
  • Social media marketing: Develop a plan for engaging content, regular posting, and community interaction on these key platforms.
  • Social media advertising: Plan the type of content to promote, such as sponsored posts or stories, and decide on the demographic, geographic, and psychographic characteristics of the users you want to target.
  • Search engine optimization (SEO): Plan to incorporate these into your website content, blog posts, and meta descriptions to improve your search engine rankings and visibility.

Researching Competitors

Understanding your target audience is crucial, especially when you’re fighting for its attention with direct competitors. Thus, by analyzing the audience of competitors, you can gain valuable insights to refine your own product page.

Start with making a list of your direct competitors. Initially, include anyone offering similar products or services, regardless of their direct relevance. You’ll have the opportunity to refine this list later.

Do basic keyword research first. Go to Google and search using your product or service category, but also, start incorporating terms like “best,” “affordable,” or “reviews” to focus on commercial queries.

For instance, if you’re in the bedroom furniture business, searching for “affordable king beds” can help identify competitors in that market.

researching for product page competitors

This approach will reveal competitors and provide insight into the competitiveness of your market. Next, you need to classify the competitors you’ve identified into:

  • Direct competitors: Offering products or services very similar to yours and target a similar market.
  • Indirect competitors: Offering different but related products or services to a similar target market. 

Typically, direct competitors are always more of a threat to your business and to your product pages traffic. However, indirect competitors can also divert potential customers, impacting your market share. 

Understanding and analyzing both types is essential for a comprehensive view of your competitive environment.To identify the target markets of your competitors’ product pages, consider the following methods:

Examine Their Product Value: Often, the product’s unique value proposition gives clues about their intended audience. Even if it’s not explicitly stated, the product itself can offer valuable insights about the target audience’s preferences. 

a product page of one of the competitors

Evaluate Their Communication Style: The way a competitor communicates the value and the product on the page can reveal a lot about their target market. Are they formal or informal? Do they use industry-specific terminology or layman’s terms?

the product description of the product page of the competitor

By reading the product main title and the description, you will gain a better understanding of your competitors’ target markets, which in turn can inform and refine your own product pages.

Get High-Quality Images and Videos

An image tells an entire world, and a video is even better when it comes to product pages. This is why you need to invest in professional, high-resolution images and videos that showcase your products from multiple angles. 

Some of the key trends that are currently implemented in eCommerce product pages are:

Minimalist Photography: The minimalist style highlights the product’s features and details, aiding customers in making informed comparisons. It also lends a modern, upscale feel to the product imagery.

Flat Lay Photography: This style is effective for showcasing a group of products in an organized way, which is why it’s popular in eCommerce and social media marketing. 

Video Content: Videos are increasingly important in eCommerce for demonstrating products in use. When creating video content, it’s essential to fully convey the product’s features and benefits.

Nail the Design Essentials

We’ve already mentioned that you must use high-quality and trendy photography/videos on your product pages if you want them to sell your product. However, in online stores, an image is not often enough. 

There are other significant design elements that you need to take into considering for the page to be complete. 

Add a Prominent CTA

Among the crucial components of eCommerce product pages, the CTA (Call to Action) holds a paramount place. It could be anything from  ‘Add to Cart’, ‘Buy Now’, or similar buttons. 

The CTA needs to be immediately noticeable and should motivate the visitor to take action right away. 

a product page cta

Regarding CTA buttons, Different colors evoke different emotions and meanings in various cultures. Thus, when choosing a color for your CTA, consider the emotional response you wish to elicit in your target audience, and how the color contrasts with the rest of your page’s color scheme. 

a product page cta button

A well-designed CTA is not just about visibility. It is also about resonating with your target audience, thereby enhancing the likelihood of a conversion.

Allow Effortless Navigation

An easy breadcrumb navigation enhances users’ experience within your product page. For instance, breadcrumbs can provide a clear path for users, showing them their current location in the site’s hierarchy. 

product page navigation

This feature not only aids in understanding the structure and categorization of your products but also facilitates easy movement to other sections of interest. Additionally, breadcrumb navigation is effective in lowering bounce rates by improving the overall user experience and site usability.

Highlight What Is Important

You have the best price? Running a discount? Great, highlight that on a given page element! For example, the fashion retailer Boohoo effectively highlights its pricing and prominent sales, such as the “80% Off Everything” banner. 

This tactic aligns with the brand’s reputation for offering regular sales and discounts, catering especially to budget-conscious consumers, as well as underscoring the brand’s recognition of the importance of visual appeal to its customers. 

Within your product pages, the most crucial elements, like price and special offers, should be immediately noticeable. This not only enhances user experience but also increases the likelihood of a sale. 

Get Noticed on Search Engines

Navigating the vast digital marketplace and ensuring your product page stands out on Google’s search results is always a challenge. 

Therefore, it’s essential to have high-quality, informative, and SEO-optimized product pages. Effective SEO for your product pages enhances their ability to attract and engage customers, leading to higher placements on Search Engine Results Pages (SERPs). It’s a straightforward method to increase traffic to your site and improve overall site performance.

Develop and Implement a Keyword Strategy

Base your product pages on well-researched keywords. A robust keyword strategy increases organic traffic and conversion rates. Focus on three to five product-centric keywords per page, with one primary keyword. Consider keyword intent and include long-tail keywords for less competition.

Here’s a step-by-step approach with examples to illustrate the process:

1. Understand Your Product and Audience:

Identify the core features, uses, and target audience of your product.

Example: If you’re selling eco-friendly yoga mats, your core features might include “non-toxic material”, “sustainable”, and “durable”.

2. Initial Keyword Research:

Use keyword research tools (like Google Keyword Planner, SEMrush, Ahrefs, or Moz) to find relevant keywords.

Example: For eco-friendly yoga mats, initial keywords might be “eco-friendly yoga mats”, “sustainable yoga mats”, “non-toxic yoga mats”.

3. Analyze Search Intent:

Understand why people search for these keywords – is it to buy, to get information, or to compare products?

Example: “Buy eco-friendly yoga mat” indicates transactional intent, while “benefits of eco-friendly yoga mats” shows informational intent.

4. Incorporate Long-Tail Keywords:

These are longer and more specific keyword phrases. They often have lower search volume but higher conversion rates.

Example: “best eco-friendly yoga mat for yoga” is a long-tail keyword.

5. Implement Keywords Strategically:

Use your keywords in product titles, descriptions, meta descriptions, and URLs.

Example: Your product title could be “Eco-Friendly Yoga Mat | Non-Toxic & Sustainable | Brand Name”.

Remember, a good keyword strategy is not just about driving traffic; it’s about driving the right kind of traffic that will convert into sales. Regular analysis and adaptation of your keyword strategy are essential for maintaining its effectiveness.

Use Popups to Boost Conversions

Popups, when executed correctly, stand among the top-performing tools for ecommerce websites. However, achieving more sales requires adherence to best practices. The following guidelines distinguish between popups that are seen as intrusive and those that guide website visitors to the checkout page. 

Be User-Friendly

The key to effective popups lies in presenting the appropriate message to the right audience at the optimal moment. This approach is central to user-friendly popups, where targeted strategies are employed to engage specific visitor segments on designated product pages.

Here are various targeting options to consider for your popups:

  • Geographical Location: Tailor your popups based on the visitor’s location – country, region, or city. This is especially useful for localized campaigns or region-specific offers.
  • Cart Value Targeting: Implement popups based on the cart value. For example, if a visitor’s cart value is under $100, a popup offering free shipping on orders over $100 can motivate them to add more items to their cart.
  • Differentiating New vs. Returning Visitors: Customize popups according to whether a visitor is new or returning. You might offer a discount to first-time visitors, while presenting different incentives to returning customers.
  • Cart Abandonment Intervention: Deploy popups when a visitor adds items to their cart but shows signs of leaving the site. These popups can serve as reminders or offer incentives to complete the purchase.
  • Out-of-Stock Notifications: When a visitor views an out-of-stock item, offer a popup that allows them to sign up for restock notifications.

Match the Design

Creating a popup that harmoniously blends with your website’s design is essential to ensure it doesn’t come across as an intrusive advertisement. Adhering to best practice guidelines for popup design is crucial for this integration.

Key practices for popup design include:

  • Utilize Your Website’s Color Scheme: Match the popup colors with your website’s palette to maintain visual coherence.
  • Maintain Brand Tone in Popup Text: The language and tone used in the popup should reflect your brand’s voice, ensuring consistency in communication.
  • Adhere to Branding Font Guidelines: Use the same fonts as your website, as dictated by your brand guidelines, to keep a consistent look and feel.

Implementing these practices results in popups that not only attract attention but also feel like a natural part of your website’s user experience.

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Provide Winning Product Descriptions

An outstanding product page that sells contains comprehensive product information and user-friendly design, presenting all relevant details in an organized and intuitive manner. 

The product description should encompass every critical detail about the product, including its features, benefits, potential uses, and specifications, covering aspects like size, dimensions, materials, and care instructions. This helps customers understand exactly what they’re buying.

Consider what aspects of your product excite your customers. This could be its design, materials, or the innovative additions themselves. These are your product’s features.

Shift your focus to how these features serve your customer and start writing a solid product description. These are the benefits that your product offers.

Anticipate Questions

In a physical store, customers have the advantage of examining products up close and asking sales staff for information. However, in an eCommerce setting, if a shopper can’t find the answers, they might quickly switch to another online option. 

To counter this, it’s important to proactively address potential customer queries by providing comprehensive product details. 

Consider including the following information:

  • Dimensions and Weight: Clearly state the size and weight of the product, as these are crucial factors for customers considering purchase and usage space.
  • Materials and Care Instructions: Describe the materials used in the product and provide guidance on how to care for and maintain it.
  • Origin: Inform customers where the product is manufactured. This can be a deciding factor for those who prefer products made in certain regions or countries.
  • Inclusions: Detail what comes with the product. For instance, does it include any accessories or complementary items?
  • Warranty and Authenticity: If applicable, provide information about any warranties, guarantees, or certificates of authenticity. This assures customers of the product’s quality and longevity.
  • Store Policies: Be transparent about your store’s policies, including return and exchange procedures. This clarity can ease customer concerns about purchasing online.
  • Feedback and Reviews: Highlight if the product is a bestseller or has received positive reviews. Customer feedback can significantly influence purchasing decisions by providing social proof of the product’s quality and satisfaction.

Providing this level of detail not only addresses concerns but also demonstrates your store’s commitment to transparency and customer service. This approach can enhance customer trust and confidence in purchasing from your product pages.

Leverage Social Media & Social Proof

Another aspect that is becoming a staple in successful product pages that sell is social media posts that act as a social proof. 

Customers are significantly more likely to make a purchase when a product page features images from people that are using it on social media. 

Thus, incorporating relevant social proof into your product pages can greatly enhance online conversion rates.

Here’s how to effectively integrate social proof into your product pages:

  • Highlight Purchase Numbers: Show how many people have bought the product. This statistic can provide potential buyers with a sense of trust and popularity.
  • Showcase Customer Testimonials and Reviews: Feature customer testimonials, reviews, and ratings prominently. Positive feedback from other customers acts as a powerful endorsement.
  • Use User-Generated Content: Display photos or videos from customers who have used the product. This visual content adds authenticity and relatability to your product.
  • Feature Expert Reviews and Awards: If your product has been reviewed by experts or has received awards, make sure to display this information. It adds credibility and prestige.

Visual social proof can be incredibly persuasive. Therefore, don’t hesitate to ask your customers and social media followers to create visual UGC. Consider organizing a social media contest or giveaway that makes participation fun and rewarding.

Wrapping Up

In conclusion, effective product pages are the cornerstone of a successful e-commerce business. They blend visual appeal, compelling storytelling, and user-centric design to create an immersive buying experience. 

By focusing on customer engagement, trust, and continuous improvement, you can transform your product pages into powerful tools that not only showcase your products but also embody the essence of your brand. 

The journey of creating captivating product pages is an ongoing process of learning, adapting, and evolving, always with the aim to resonate with and satisfy the evolving needs of your customers.

Try Divi Areas Pro today

Sounds interesting? Learn more about Divi Areas Pro and download your copy now!
Many pre-designed layouts. Automated triggers. No coding.

Click here for more details