How to Create a Sale Generating Product Page

Your product page is one of the most important elements of your ecommerce website.

When building an online store, many store owners tend to spend a lot of time and effort on making a beautiful homepage and category pages. After all, these are the pages your visitors would spend a lot of time on, so there’s nothing wrong with giving them an outstanding design. However, many people tend to forget that the majority of sales are made on the product page. Without excellent product pages, it would be a tough job to persuade people to buy from you.

Nailing your product page is crucial for your store’s success. Of course, the products or services you offer should be great in the first place. But regardless of that, a compelling product page can increase the chance of your visitors completing a purchase. So, what should you do with your product page then?

In this post, we’ll walk you through some best practices for a sale-generating product page, and provide some examples for you to take inspiration from. Let’s dive in!

Ecommerce product page best practices

Your product page is your chance to make a good impression on potential customers. They not only show visitors what your product looks like, tell them what it is good for, but also persuade them to believe that this is something they need to buy.

Product pages can make or break your ecommerce business. Nothing scares potential buyers away more than a lackluster product page. Just think about all the times when you put off a purchase because you can’t find proper information about a product, on the page itself. Or the time you’re discouraged from buying a product because you see pixelated product images.

Fortunately, creating compelling product pages isn’t as difficult as it may seem. They have become somewhat of an industry standard thanks to the bloom of ecommerce. Just browse any online store and you will find similar components to a typical product page. So, let’s dive into the components that a product page should have.

Nothing can grab the attention of shoppers more than a polished, well-taken, and well-designed featured image. It is one of the most important elements on your product page. Especially in an online store environment where you can’t touch or get a feel of the product.

Your featured image should be the main image on the page. It needs to convey the essence of why this is a desirable product as much as it possibly can. Although depending on your product and niche/industry, this might not be possible.

Whatever you do, you need to make the featured image stand out from the rest of the information and place it above the fold. This is to ensure that visitors will see the image immediately after they land on the page, without having to scroll.

And very importantly, use an image with the highest quality, but ensure that the file size isn’t too large. Heavy images are one of the most common culprits for a slow-loading page.

Next to that, your best bet is to use an image that’s shot at eye level and without visible shadows. Background-wise, you can use a simple white background to make the product stands out. Choosing other colors, or using an image as the background isn’t a bad idea. However, you need to make sure the product isn’t lost in the background.

In addition, it’s a good idea to have a zoom feature for the product image, as it allows your customers to look at the product’s fine details.

Take a look at this example from JBL. They even have a 3D viewer to let visitors see how their product looks from every angle.

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After you draw visitors in with the featured image, the next thing they will likely do is browse the product image gallery. More often than not, you need additional images to convince potential shoppers.

In many cases, having just a single image can actually discourage people from buying. That’s because a single image may not convey enough information or attractiveness to persuade shoppers to hit the buy button.

When you create or produce images for the gallery, make sure to have shots of the product from different angles. At the same time, images in the gallery should not look too similar, while still retaining consistency in image design or styling.

By showing your product from different viewpoints, you allow customers to build a better image of how the item will look when it arrives at their doorstep. That makes your product much more attractive and desirable.

The format or styling of your gallery is also important to take note of, as it will have an impact on the design of your product page. Some brands show a large featured image at the top of the page. Then when shoppers scroll down, they will see smaller blocks of images. Other brands let customers browse images in a carousel, with the first image being the featured image.

Lastly, It’s a good idea to include at least one or two in-context or lifestyle images to evoke an emotional response from your customers. You can be creative here, but do use images with contexts that closely resemble how the product would be used in real life. For instance, if you sell toys for babies, this can be an image of a baby playing with a toy. If you sell cosmetic products, you can show an image of someone using your product, like how Glossier does it.

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The product information

So you’ve drawn visitors in using images, allowing them to develop an affinity for your brand and your product. Now, they are likely to want to see some information about the product. This is the next step in persuading potential shoppers to buy: win them over with your product information.

For the most part, shoppers don’t make purchases just by looking at product images. That’s why your product page needs to provide them with essential information about the product, without them having to spend time looking.

The product information includes the following:

  • The product title
  • The price
  • A short description
  • The features and components
  • Product specification if applicable (like dimensions, manufacturers)
  • Shipping information
  • Any precautions to know about the product (like allergy, suitability)

Ideally, all of this information should be present the moment shoppers land on your product page. This is often not the case, but it’s not a problem as well. You just need to make sure your visitors don’t have to scroll down much to find it.

According to research from Nielsen Norman Group, the most effective product descriptions are easy to scan, brief, and objective. They found out that presenting information in this way can improve usability by 124%.

When you write the product description, use short and concise sentences to describe what the product is for. And to create scannable product information, use short bullet points to describe your product’s features, components, and specifications. Next to that, communicate about your product accurately and objectively, rather than exaggerating its benefits.

Take ASOS for instance, the copy for the product description is short, concise, and at the same time fun and engaging to read.

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These are the general recommendations when talking about product information and product description. However, do let your creativity shine (but not too bright) and come up with unique, fun, and engaging descriptions. That can help you develop a connection and affinity with potential customers, making them like your brand and your product more. People like to be greeted with a pleasant surprise, so a funny bullet point in your product features may even turn a visitor into a customer.

Of course, you always need to take your product and audience into consideration when creating copy and design for the product information. Refrain from creating copies that are too out of touch with your audience, or using words that may not resonate well with them.

Not to mention, in many cases, it’s better to have elaborated product information. For instance, computer parts like a motherboard would need a long list of specifications. In this case, you can still write a short product description in the beginning, then provide a longer and more detailed description below. Take a look at this product page of a motherboard on Amazon.

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A prominent call-to-action

The call-to-action on your product page is mostly about the “add to cart” button. Similar to the featured image, it needs to be distinct and stands out from the rest of the information.

For the buy button, it’s important to pay attention to its design and placement. You want to make this button prominent by giving it a color that pops out of the screen. And it’s best if this color fits in with your brand’s color palette to create a consistent branding experience.

Usually, most online stores place it within or close to the section with product information, so shoppers can quickly add items to their cart. Some stores even set up the buy button in a way that when visitors scroll down the page, the button also moves with their scrolling. IKEA is a good example of this setup, as illustrated below.

Copy-wise, you can play around with the text in this button. But remember to keep your audience in mind when creating copy, though. Sometimes it’s good to be creative and use a call-to-action that fits with your brand and audience. But many times, simplicity is the answer. You won’t go wrong with a simple “Add to cart” or “add to bag”.

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Social proof

Social proof is such an important element for an ecommerce business nowadays. In the confusing world of online shopping where there are too many options to choose from, people want to have guidance and reassurance.

They look for ratings, reviews, and testimonies to help them with their decision. The more valuable the purchase is, the longer it takes for a customer to make a decision, and the more important reviews and ratings become. This makes perfect sense because everyone wants to make their dollars worthwhile. No one wants to use a bad product or service!

That’s why it’s important for you to include ratings and reviews on your product page. Let customers rate your product and allow them to leave a review or testimony. If your product receives a lot of good ratings and reviews, you can make it more prominent on your website, which in turn draws more customers in.

You can even allow customers to leave a review video since many people watch product review videos before buying. But you do need to take precautions and manage this well. And it can potentially slow down your page if not managed carefully.

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Search engines like Google also like reviews and ratings because they can show that to searchers in the search result page. So having some form of social proof like ratings not only benefits users on your product page, but also benefits your website SEO.

Some interesting statistics about the importance of social proof from research from Brightlocal:

  • 98% of shoppers read online reviews for local business
  • 91% of shoppers between 18 and 34 years old trust online reviews as much as personal recommendations
  • 93% of consumers say that online reviews influenced their purchase decisions
  • 80% of consumers would leave a positive review for a local business, if their initial negative experience was turned into a positive one

Tools to help your customers decide

A lot of the time, your visitors need additional help before making their purchase. It’s the responsibility of store owners to provide potential customers with resources to help them decide. What sort of resource really depends on the kind of product you sell and the kind of website you have.

For instance, when going online shopping for shoes or clothes, many brands include a size guide and a tool to help customers determine their perfect fit. Scotch&Soda does this well with its “fit finder” tool. It lets customers fill in their necessary information such as age and heights, and even lets them choose if they want a tight or loose fit.

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You could include a FAQs section, answering the common questions about your product. Next to that, Chatbot is another popular tool that many businesses use to assist visitors. In terms of functionality, chatbots are similar to FAQs, because they basically do the same thing. But chatbots are more engaging and interactive. They can probably answer more questions than a FAQs section can.

And while unique product descriptions are necessary, there’s another tool that can help increase conversions: product videos. Consumers are 64% more likely to purchase after watching a product video, so it’s a good idea to add one to your product page. You can be strategic with this too, by including product videos for your best performing or most important products. But again, pay attention to how you set up your videos because they can decrease your page speed.

A related product section

The related product section is for you to suggest and persuade customers to buy other products from your shop. There are a few options for you to set up this section, including:

1. Customers also viewed: You can set up this function on the product page. It’s pretty simple, you display products that are frequently viewed by customers who also viewed the current item.

2. Related products: You can manually set this up. With this setup, you show visitors products that are in the same category, in a category related to this current item, or products with similar names and descriptions.

3. You may also like: Usually, this is a pop-up menu after a customer clicks on their shopping cart, or before they complete the checkout. The pop-up suggests items that are similar in names and descriptions.

4. Other customers also bought: This is also a pop-up menu after a customer clicks on their shopping cart, or before they pay for the order. It suggests items that are frequently bought along with the items in the shopping cart.

This section is the perfect opportunity for you to up-sell and cross-sell other products. Up-sell means selling products that are higher in value or more expensive. Cross-sell means selling related or complementary products. Besides that, it’s a way to bring more visibility to other products in your store.

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Final thoughts

There are indeed a lot of things to keep in mind and consider when building product pages. Especially in regards to your brand, your website, the products you sell, and your target audience.

It’s always a good idea to browse other websites, both inside and outside of your niche/industry, to get inspiration and to learn good practices for building product pages. At the same time, it’s about trial and error, because certain things work for one store, but not for others. You will need to create a recipe for success that works for you. Keep on building and testing, and you’ll find that recipe in no time!

Hopefully, this post has given you enough information for you to confidently build sale-generating product pages. And if you need help with your online store, don’t hesitate to reach out to one of our experts at Bluehost today!

Tiffani Anderson
Tiffani Anderson |
Tiffani is the Content and Social Marketing Manager for the Bluehost brand. She has a passion for creating engaging content, SEO and social media!

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