4 Tips for Building a Product Page That Converts

Tips for Building a Phenomenal Product Page

June 12, 2023 9:30am Robyn Rivera

How you design your product pages can make or break the success of your e-commerce store.

On websites for service-based businesses, there’s nothing more important than a spectacular homepage and effective landing pages. But, when it comes to e-commerce, almost no other part of your website matters quite as much as your product pages.

The whole point of your e-commerce store is to make sales. Although your home page and landing pages can entice visitors to check out your products, it’s your product pages that close the deal. That means that you need to get them right.

When you build your website with the Websites 360® website builder, you’ll have all of the tools you need to design product pages that convert. And, in this blog, I hope to provide you with a little know-how on getting it right.

4 tips for building a product page that converts

#1. Use high-quality product images

There are a lot of important aspects of a product page, but possibly the most important are the images you choose. You should never skimp when it comes to image quality.

The images you choose can make a huge difference in whether or not someone decides to actually make a purchase. In one survey, 75% of respondents said that product photos were very influential in their purchasing decisions.

Providing your shoppers with crisp, clear images is a must. It might be pricey, but hiring a photographer to take your images will help to ensure the best results.

Not only is it important to choose high-quality images, but you also want to include plenty of them. According to one survey, 60% of respondents said they preferred to see three to four images when shopping online.

Make sure to get pictures of your product from multiple angles, as well as lifestyle images, which show the size and scale of the product and how shoppers might use it.

Keep in mind that nothing can slow a website down like large, clunky images can. Any images that you use on product pages need to be properly optimized, inlcuding resized and compressed, so that they don’t slow down your website.

#2. Add a detailed product description

People want to know all about your product before making a decision to purchase it, and they can only learn so much from looking at pictures of it, no matter how professional or high quality they may be.

Your product description is your opportunity to give your shoppers all of the information they need to make a purchase decision. It's your digital sales pitch.

Your product descriptions are largely up to you, and there’s a lot of wiggle room for creativity and originality. However, there are a few things that you should make sure to include in your product descriptions.

What to include in your product descriptions:

Specifications - These include all available variants of the product, including size, color, material, pattern, etc. If gender or age specifications apply to the product, make sure to include those, too.
Features - Is your product waterproof? Is it durable enough to handle almost anything? Is it easy to clean or long-lasting? All of these are great examples of features to include in your product descriptions.
Benefits - Benefits are often confused with features, but they’re actually the result of features. For instance, if your product is durable and long-lasting, the benefit to highlight is that your customers will get their money’s worth and won’t have to think about replacing it any time soon.
Keywords - Your product descriptions aren’t just essential for your shoppers; they’re also essential for helping your page rank in the organic search results. But, that means that you have to use the right keywords.

#3. Don’t forget about product reviews

Did you know?

Seventy percent of shoppers read reviews before deciding to make a purchase.
Eighty-eight percent of consumers trust what they read in online reviews as much as they trust a personal recommendation from a friend or family member.
Sixty-eight percent of consumers will make a purchase after reading one to six reviews.
Shoppers on smartphones are 124 percent more likely to buy a product after reading a positive review.

There’s not a retailer around, whether online or off, that won’t talk about how their product is the best of the best. And, with so many e-commerce stores out there offering similar products, the only way to set yourself apart is by letting your customers say it for you.

Reviews are incredibly powerful when it comes to inspiring your shoppers to make a purchase, but they can also be good for the SEO (search engine optimization) of your product pages.

Google, much like your shoppers, weigh keywords more heavily when customers use them to describe your product than when you do.

#4. Keep it clean

There are a lot of things that you should include in your product pages; however, it’s also important not to make your product pages too busy or crowded. The ideal product page is clean, organized and has plenty of white space.

When your product page is overcrowded with a bunch of stuff that you don’t really need, it can make it difficult for your shoppers to figure out what to do next and where to find the information they need.

This is especially true on a mobile phone, where a tiny screen can make an already crowded page look even more crowded.

On the other hand, when you keep your product pages clean and simple by using plenty of white space, your shoppers will know exactly where to look when they want to read the product description, see more pictures, read reviews and make a purchase.

With the strategic use of white space, you can highlight the areas of your product page you want your shoppers to focus on.

No other page of your e-commerce store is quite as important as your product pages in terms of sales.

Suffice it to say, there’s a lot on the line when you’re designing product pages for your e-commerce store. Get it right by building your website with Websites 360®.

Originally published 2/14/20