Sep 195 min read

Product Pages that ROCK: Transform Your Product Page in 9-steps

Excitement sells! If your customers are browsing your website, product listings, or online shop and DON’T get excited, they’re less likely to buy! Do your current product or online store pages rock or do they suck?

If they’re not rocking, you can help maximize product sales on your website with the nine tips we’re about to give you. These tips help build excitement while giving customers what they need to make a buying decision and have a smooth buying experience.

Typing a credit card number into a website to make an online purchase

1. Don’t overwhelm

Some product pages are so stuffed with content, images, and other information that it becomes incredibly overwhelming. This overwhelm creates a barrier in the buying process, which prevents people from completing their purchases.

Keep your product pages as simple as possible, giving people only what they need to know to make buying decisions. This includes:

Images: Focus on 1-3 images of the product if possible (unless more detail is necessary)
Description: Keep your written product description to 1-2 paragraphs (3 paragraphs if there are more details to share)
Cross-sells: Offer a few cross-sells or “related products,” but not too many, as they may get lost browsing all the options and forget to come back and choose.

2. Emphasize the benefits or “experience” of the product

Often, product description writers get lost in writing the features and inclusions of a product and forget to humanize it. Write copy or include images that reference how the product is used or how you’ll feel using it. Here are some examples to help humanize a product description so people can imagine what owning it is like:

Outdoor furniture: “Imagine coming home on a hot summer day and relaxing on this cooling deck chair with an icy beverage.”
Jewelry: “Wearing this gemstone necklace will become an engaging conversation starter at your next cocktail party.”
Apparel: “This dress transitions easily from a work-appropriate garment to a club-ready dress.”

3. Use professional product images

Even if you’re a local or handmade business, no one wants to see your product images with your dirty kitchen in the background. Invest in a professional photographer or a simple at-home product studio to take professional photos of your products.

Use a combination of images on a neutral background and lifestyle photos showing the product being used.

4. Have clear “Add to Cart” buttons

If someone is ready to buy your product, don’t leave them hunting for your buy link. Ensure your “Add to cart” or “Buy Now” buttons are large and clear. They should be placed right next to the product description and price.

If your product page isn’t converting, try some A/B testing of different buttons, sizes, shapes, placement, and colours to see if one combination performs better.

5. Include pricing in your Product Pages

Be transparent with your pricing on your product page. Consumers don’t like being surprised by extra charges or fees during checkout. Make sure your listing includes the following:

Base price
Price for any add-ons or customization
Discounts available
Shipping cost (if applicable)
Any extra fees or charges that apply

6. Simplify your ordering process

A good salesperson knows to process a sale as quickly as possible before someone changes their mind or doubts their purchase decision. Make the process of completing their order as easy, and quick, as possible.

This means collecting only the required information (it’s not the time to ask about their hobbies or other product preferences for marketing purposes). You usually only need to collect the following:

Email
Shipping and billing address
Credit card information (or link to a third-party payment processing tool).

Make repeat customers happy by including the option to create an account on your online store platform. This will save their personal information for future orders, speeding up the buying process for their next purchase.

7. Social proof

To help establish trust, display product testimonials for each product on your product pages. Consumers place a higher value on 3rd parties saying you’re awesome rather than when you say it yourself.

Choose a few select product testimonials and include them on your product page or automatically aggregate them from a third-party review service like Google.

8. Optimize for SEO

Choose relevant SEO keywords related to your products and optimize your product pages for those phrases.

Include your keyword and variations in the product name and in the:

the meta title and description
at least one or more subheadings
hyperlinked text
the Alt text of your images

9. Design it for mobile shoppers

Did you know that nearly “80% of consumers worldwide visit a retailer’s website from their smartphone while shopping in-store, while 74% use a retailer’s app?” Shopping from smartphones is increasing in popularity, so ensure that your website and product pages are optimized for mobile shoppers.

Your web designer can create a version of your website for mobile users. This may include a simpler one-column layout, floating “buy” buttons, shorter product descriptions, and more to make mobile buying intuitive.

Test the buying process on mobile devices to ensure it is easy and barrier-free for your shoppers.

Above all….design your Product Pages for your shoppers!

Before adding content or features to your product page, ask yourself, “Does this make it easier for my customers to purchase?”

I can’t emphasize enough how important it is to design your product pages using your customers' eyes. This may mean hiring beta testers (or having friends and family test your online store and product pages to provide feedback on ease and usability).

Seeing your product pages through unbiased eyes can be hard when you’re so close to your business and products. That’s why hiring a talented team like Small Town Girl Promotions can help you get the customer perspective you need to optimize your product pages and increase sales.

Our team can help you design and write high-converting product and online store pages for your website.

"Working with STGP has been nothing short of incredible. They are wholeheartedly committed to their client's project and work super hard to ensure the vision is executed. Kim, Ashton and Anna have been a true blessing to my artistry and I am eternally grateful to them for their creativity and their patience. They are caring and flexible- all traits you want when working on branding. The only regret you will have is wishing you had found them sooner!!! The reviews speak for themselves! I read every review prior to working with them and here I am now leaving my very own heartfelt review! They are worth every dime. You'll have so much fun exploring your business with them at the wheel!" -Morrissa Brown