There is a range of things you can do to improve the chances of people finding your product page and increase the rate of conversion once they get there. To break things down, we’ve created a five-part guide to creating the perfect product page.
Part 1: Understand the Components of Great Product Page Design
Before diving into the details of how to optimize each aspect of your product page, let’s look at a great product page design example to understand how each of the components fit in and why they are important.
Uniqlo Australia has an excellent example of a product page that is designed with the user in mind. Here is a screenshot of one of their typical product pages with the key components highlighted:
Immediately, you will notice that >90% of the page is dedicated to providing more information to the customer about the product they are viewing and almost no space is wasted above the fold. To break down each section even further:
- The product title and overview are easy to locate. In the same way buildings and signs act as points of reference when you’re visiting a new city, good titles help customers navigate a new site.
- A gallery of images showcasing the product from various angles, with a model, and up close.
- The product image is front and center. A clear photo on a white background showcases the product in the best light. Images are what the customer looks for so it pays to make them prominent.
- A unique, detailed description of the product that describes what it is, the thought behind its design and how it solves the buyer’s problem.
- Sincere customer reviews that help build confidence in your product and brand.
- Customers know what they want, but they might not know how to find it. Showing recently viewed or related products helps them narrow down their options faster and gives you an opportunity to showcase products you think they might prefer.
- Plenty of options and variants on the one page means a customer does not have to navigate through multiple products.
- Right after the customer finishes selecting their options, the “Add to Cart” button is waiting for them.
- Not ready to commit? Links to extra information such as your shipping and returns policy help answer any lingering questions.
I always find it helpful to look at how other stores have designed their product pages. You don’t necessarily have to look at stores within the same industry either. Consider looking at what strategies popular websites in other industries are doing that customers love but aren’t being utilized by your competitors.
On most successful product pages, you will find a variation of these same components:
- Clear and unique descriptions
- Great product photography
- Reviews to instill buyer confidence
- Customization options
- Clear “Add to Cart” button
- Additional shipping or purchase information
Part 2: Answer these Questions in Your Product Copy
Great copy is crucial for your product page. Not just for your customers, but also for SEO. Using manufacturer or generic product information is a surefire way of making sure your product isn’t competitive in search rankings.
To create great product page copy, there are a few questions you can answer.
WHAT IS IT?
The first thing your product copy needs to address is what exactly the product is. If the customer is looking for a specific product, this is the first thing that they want to be answered.
For new products, they want to know what exactly it is and why they should be interested.
HOW DOES IT SOLVE THE PROBLEM?
What problem does your product solve and how does it solve it? This is the fundamental question that you need to answer for your customers.
Perhaps it is as simple as a utility function like a sweater that keeps you warm. In that case, include what materials or manufacturing processes have helped make your product’s solution possible.
Or maybe the problem is a little further down the hierarchy of needs, and the product just helps you look more stylish. What story or process behind the product makes it desirable to own?
Whatever it is, by identifying the problem your product solves, you can understand the questions your customer would ask themselves when purchasing and tailor your copy to answer them.
WHY YOUR PRODUCT?
You’ve established that there is a problem and how your product can solve it. Now, why should they choose your product over a competing one? What extra steps have you taken to ensure your sweater is the warmest? What ingredients do you use that no one else uses? Here is your opportunity to showcase why your product is special.
Even if you’re selling goods from another manufacturer, taking the time to show that you understand the reason why this product is better, shows that you have taken the time to do your research.
WHAT IS IT MADE OF?
The final detail to add is what might be considered metadata for your product. Providing information on the materials or ingredients that go into your products helps compensate for the inability of online shoppers to feel the products for themselves.
Simple information such as the ingredients, and basic instructions such as how to care for it or its intended use, can help the customer visualize the product and provide greater context to search engines.
Part 3: Create Great Product Images
Your product photos are often what the customer sees first on the page, and they can instantly shed your product in a negative or positive light. But aside from first impressions, product photos also help convey a far greater amount of detail than possible with text alone, which can help to sell the product. Product photography done well can even decrease the number of resources spent on customer service and returns.
So here’s what you need to do to create great product images:
START WITH GOOD PHOTOGRAPHY
Poorly lit photos taken without decent equipment can be a red flag for customers. Not taking the time to shoot decent photos can actually cost you more time when it comes to editing.
But… you don’t need to spend a lot of money to get a great a small photography setup. lists how you can get started with DIY product photography on any budget.
Your basic requirements for a DIY Product Photography setup should include:
- A Good Quality Camera or Smartphone: You don’t necessarily need a DSLR camera for product photography. Your smartphone will produce photos that have a high enough resolution and an adequate number of settings to adjust light and aperture conditions.
- A Source of Consistent Light: Your lighting should help illuminate the most important features of your product and hide any shadows. Natural light is ideal for getting started as it is not as expensive or finicky as artificial lighting; however, you’ll also need to use a fill light or mirror to evenly distribute the light source from both sides.
- A White Backdrop: White backdrops help deflect the light evenly so less work is needed to fix contrast. It also makes editing the photo later using the Magic Wand or pen tool much easier. You can use a roll of paper or even a sufficiently white sheet to get started.
- A Steady Surface: To take your photos on, evenly.
- Clips: To hold your backdrop or lighting in place.
- A Tripod: To hold your camera. Having a tripod isn’t a necessity, but it will help you take consistent photos quickly for many different products. If you’re a one-man photography operation, it can make things easier as well and save you time in post-production.
USE MULTIPLE IMAGES
It’s not enough to just use a single product shot. Customers want to see the product from a variety of angles and perspectives. Your product photography can showcase the most important aspects of your product far better than any description, so it’s important you add as many photos as necessary to answer the customer’s questions.
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