How To Build Product Pages That Convert

by Saad Durrani  November 2, 2015

So, you think you can sell?

Well, of course you can.

I believe every human can be a seller, but some of us are more experienced than others and it is said: “Wise people learn from others.” So, I am here to sail you through the best practices of building product pages for your ecommerce website.

best-practices-for-building-product-pages

How to create profit-generating Product Pages easily? 💰

In all honesty, product pages vary from vendor to vendor. While building these pages, some parts of these essential best practices apply for one type industry and for others, all of these may apply.

So, read along to know the way to create best performing product pages.

Product Information

Well, the most essential thing on a product page is Product Information. Around the web, I have seen horrible product pages where the information was not displayed at its best.

Title

There are two types of titles: Page Title and Product Title.

A page title is shown in the title bar of the browser. It is mentioned inside the <title> tags.

On the other end, a product title is the name of your product. You’ll will mention this in <h1> tags.

Try to keep both the same as it helps search engines in indexing the page properly.

Organo Gold is following the same principle. Their Organic Red Tea product page has the words “red tea”, both in title and h1 tags.

Copy

The copy is basically the body of a product page. A good copy comes with two parts: Images and Description.

Images are important as “seeing is believing” works. Take many attractive photos of your products. If you can, invest in professional photography.

For instance, Sareez has done a great job with its product. Their product pages show ladies wearing sarees. It shows how elegant the dress looks.

Description is as much important as the images. A perfect product description tells about the item you are selling.

Pretty Tea does a great job at doing this. The following screenshot is of their Mango Pear Organic Tea product page. Just read the description.

pretty-tea-example

Doesn’t it sound exotically delicious? The description provides all the information necessary to make a purchase.

Price

Show the value of your product in big, bold numbers. It would be great if you mention if VAT is charged separately or not.

In this example, Tranquillity Skincare puts the price almost next to the product name.

tranquillity-skincare-example

Product Options

All products are not the same. This is why all product pages cannot be built in the similar spirit. Products comes with options like Sizes, Color, Addons, etc.

If you are web store with apparel and shoes, it is essential to have a Sizing Guide.

In the screenshot, you can see Atheist Berlin’s Sizing Guide. The store creates handmade shoes and it is vital for their business to get the sizing right.

athiest-berlin-size-guide

Call-to-action

This is perhaps the most important part of the page. A call-to-action should be eye-catching and attention-grabbing. It should be positioned in the primary fold of the page.

In this example, One4Pets has done a brilliant job. It has a simple teal-colored button saying: “Add to Cart”. They could’ve used a white-colored button, but it won’t be that attention grabbing. Next to the “call-to-action”, the store has also placed a “Add to Wishlist” button. This is a secondary call-to-action and it is a good idea for this particular shop.

one4pets-example

Policies

Any policies like Shipping, Returns, and Exchange policies should be briefly mentioned on the product page. For example, 7-day exchange policy, 90-day money back guarantee, etc.

Plus, you should create separate pages for these policies where you should establish some form of rules and regulations. Do not forget to link the policy pages with product ones.

Social Integration

Sometimes, your buyers are not just buyers. They are social beings who like to share information about good products. When you put social buttons on your website, you actually open the path for your digital ‘word of mouth’ recommendations.

Word of caution: Do not put a lot of social media buttons. Just put the popular ones. If Tumblr is not related to your business, then don’t integrate it.

User Reviews

You know why I love to visit Amazon Music over Beatport for Electronic Dance Music downloads. Because Amazon has reviews on its page. I get to know if people have liked the new album from Jean-Michel Jarre. It helps me in making a buying decision. You should do the same to your website too.

amazon-review-example

Do not be worried of a negative review or two. It always helps to listen to some criticism. It might show where you might have gone wrong.

Offers

Sometimes, you can lure your buyers into their first purchase. You can give them a discount or tell them to visit the “Exclusive Sale”.

Check this out from Tavik. They pop this email form up when you first visit them. A 15% discount is an incredible thing to have. The website also has 48-hour Flash Sale section too.

tavik-example

What’s next? 😐

Well, you should first sit and list down the parts the page will be made up of. This processing is known as “wireframing”.

While wireframing, you need to understand that it is not necessary to have everything displayed on your page. If you are a low-priced retailer, your emphasis should be on the price. Try to show it as quick as possible.

If you are a high-end online store, your emphasis should be created artistically with your copy and images. Price should be displayed somewhere in between in a noticeable manner.

Therefore, you should not rush into the process. It would be great if you ask a few friends for suggestions. You might get better ideas.

Speed matters when it comes to successful conversions 📈

Whatever you do, your pages should load in less than 90 seconds. A fast loading page is essential for conversions. You do not want your visitors to wait. Traditional hosting mediums are good for business websites, but they are not made to handle the dynamic of an online store.

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About Saad Durrani

Saad is the Senior Editor at Cloudways - A Managed Cloud Hosting Platform. He is a technology enthusiast who loves to blog about emerging technologies and trends. When he is not blogging, he goes to the beach to find inspiration for his fictional stories.

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