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Phoenix Web Design – 4 More Elements That Should Be In Your Product Page

Person Browsing a Website's Product Page

Person Browsing a Website’s Product Page

If your online store is not gaining any revenue lately, it’s probably not the product that’s faulty. Perhaps, you need to tweak your product page. You may need to enhance your product page and add certain elements that effectively turn web visitors to customers.

In this blog post, I’m going to share 4 more page elements you can add to your product to convert web visitors. Previously, I have shared 4 elements already so this post is just a continuation of that.

Be sure to include these elements in your product page:

  • WRITE CREATIVE PRODUCT DESCRIPTIONS

    • When you are selling popular products, most likely you are not the one selling it. So, try to be different and don’t just the description given by the manufacturer. That will just make another generic product page that sells the same merchandise.
    • An online store tried to change their product description and the results were very clear. The website gained an 84% increase in web traffic by editing 10% of the descriptions. Surely, the impact would be greater if the online store wrote descriptions to more of its product pages.
    • Give a detailed product description because like product photos, the descriptions help customers imagine themselves using the product. So, indicate how the product will make their daily lives easier.
  • CREATE AN FAQ PAGE

    • Of course, customers will always have questions regarding the product. Not everything will be discussed in the given description because it will just make your product descriptions boring and longer than usual. So, you can talk about the specific details on an FAQ page.
    •  You can include a link to the FAQ page on every product page. The goal here is to answer common questions, and to alleviate the customers’ doubt. They will understand more about your products, and know more how you do business.
  • OPTIMIZE FOR MOBILE DEVICES

    • In 2017, more than 34% of online sales were achieved using mobile devices. As more and more people rely on their mobile phones, the numbers are predicted to skyrocket in the coming years.
    • This is an indication for you to optimize not just the desktop version of your website, but also the mobile version. Both desktop and mobile should reflect the same information. The style, format, theme, color scheme should be consistent with the desktop version.
  • ADD URGENCY

    • In this day and age, people have a fear of missing out on things. So, when customers see that you have a flash sale for only one day, they will immediately add items on their cart. Use this fear as a leverage for your website to gain more traffic and revenue.
    • There will be a sense of urgency if you add countdown timers on your home page. Also, add huge banners that the sale will end soon.  They will surely click it so make sure a list of discounted products will be provided.
    • For more psychological tricks you can add on your website, I have listed them all here.

Phoenix Web Design – 4 Elements That Should Be In Your Product Page

If you have a fairly new website and you’re striving to gain sales, maybe it’s time to revamp your product page. How to do that exactly? Don’t worry because I’ve got you covered. I will share 4 easy product page modifications in this blog post. For each product page element, I will explain it in details and elaborate by giving you tips. Are you ready?

Macbook Pro Beside White Ipad

These are the essential features of a product page:

  • EXCEPTIONAL IMAGES
    • Customers won’t be satisfied without seeing a preview of the product. That’s why some people still prefer going to brick-and-mortar stores. As an online store, the best thing you can do is to replicate the shopper’s experience by providing high-resolution photos of the product. Another way is to provide a photo that has an exact dimension of the product. Make sure also that you can provide photos from different viewing angles.
      • Pro Tips:
      • As much as possible, keep the background of the photos white. Multicolored products stand out more on a pale background.
      • Include photos of people using the product so the potential customers can anticipate the measurements of the product. For example, they can foresee that the item is slim and pocket-size.
      • If the product is available in different colors, provide sample photos of the item in various colors.
      • Make sure that customers can zoom in the product photos so they can see the intricate details and other visible features of the said product.
  • OFFER A FREEBIE
    • Dr. Robert B. Cialdini, author of the best-selling book Influence: The Psychology of Persuasion, shared that people can’t say no when they are showered with free gifts. You can use this as leverage to your web visitors to make a purchase. Offer a freebie once they purchase selected products on your site. Perhaps, you can also offer a free shipping voucher for first-time customers.
    • Limit freebies to prevent abuse of the current promotions. For example, each purchase can only have a maximum of 2 free items. Also, another tip is to pair it up with existing products that need a little boost.
  • FEATURE THE BEST REVIEWS
    • Don’t brag about having the “best” products on the web. Your customers will only trust fellow buyers. So, feature the outstanding reviews from your customers. List your highest-rated products. When they see raving reviews of a product, web visitors can’t help but click on the item. They will be curious on what the fuss is all about.
    • According to BrightLocal’s survey in 2017, 73% of the customers surveyed shared that they trust online stores more when they highlight ecstatic reviews on their website. Just make sure to not share too many 5-star reviews because it’s pretty impossible to satisfy each and every customer.
  • GROUP SIMILAR PRODUCTS
    • When web visitors browse for products they might like, they would not like every product click, right? So, this is your chance to suggest other items they could enjoy.  If you suggest more products, then, it will lessen your bounce rates. They wouldn’t leave your website immediately or abandon the page. You are giving your web visitors to look at other products. Thus, increasing their chance of discovering a product they actually like.
    • Like Amazon, you can include a “products related to this item” section. You can also say, “customers also bought this item.” Don’t hesitate to share your product recommendations because they might help out someone in need of it.

Phoenix Web Design – What Makes a Product Page Effective?

A product page is an important part of your website.  These pages should be enticing enough to encourage engagements, and eventually, lead to sales and revenue. A good product page should be able to catch the customer’s attention and motivate him to add the products to his shopping cart. Most websites allocate their resources to make their product pages more interesting, engaging, and convincing.

Browsing the web on a macbook

Browsing the web on a macbook

In this blog post, I will create a short list for you. I will also create a follow-up post regarding the specific page elements. For now, let’s discuss the basics first on what makes a product page compelling.

A good product page should have…

  • A sharp, high resolution photo: A product page’s most important aspect is its photo. In the world of online shopping, a customer wouldn’t buy a product if he is doesn’t know what he is buying. An unintelligible photo is big NO for product pages.
  • A bulleted list: Customers don’t have time to read long product descriptions. They prefer to skim words in bullets (like this list!) If you have a succinct list of product details, it is easier for your customers to find a product that he wants. For online bookstores, the dimensions, publication date, publisher, imprint, and ISBN are usually present in a list format.
  • A general overview: Of course, not everything is in bullets. You also have to provide a short description regarding the product. For example, if you are selling a book, you need to add the synopsis. By reading the provided synopsis, the customer can decide if a book appeals to them or not.
  • Other features of a product page include: call to action button like buy now, shop now, or add to cart. You also need to add social proof or reviews from other customers.

Basically, these elements constitute a great product page. Your product descriptions are an important part of the page. Let’s continue to use the book example. The synopsis and genre will help grab attention of your customers.

Don’t just focus on the product. Allocate time and effort to formulate creative descriptions.  Keep in mind who your customers are and personalize a product description that appeals to them. Also, write about the features of the product, and highlight the benefits of it, too! You mix and match until it suits your target audience.

Learn from Amazon.

Let’s take a look at Amazon’s product page and learn how they are designing their product page. They topped the list of the biggest e-commerce retailers in 2017. So, it’s only natural to learn from the best among rest. Apple, Wal-Mart, and Macy’s were the runners up.

  • If you look at Amazon’s best sellers in the point-and-shoot digital cameras section, the number 1 camera is a Sony DSCW800/B 20.1 MP Digital Camera. The product page includes a specific title, 7 product photos, 1280+ reviews, a list of product features, many more.
  • The title of the product listing was very specific. It includes the model number and the megapixels of the camera. The customers can easily search the web for other details regarding the camera. Then, there are several photos provided, and it even automatically zooms in the moment you hover on a photo. Plus, there are bullet points that highlight the specific features of the digital camera.