As a business owner, you know that every detail that you present to your customers is vital. There is ample competition for your company out there. If you fail to answer their question (before they ask it) or you simply don’t provide enough of a valuable, easy-to-use website, they can easily find what they need somewhere else. That puts you at risk of losing money. Your product page is one of the most important forward-facing tools you have to encourage customers to buy from you.
Your product page has to do the selling work. That is, someone is on your site and trying to make a buying decision. It is critical for them to have access to all of the information they need to make that decision and buy now before they hit the back button and go to another provider instead.
Considering the value of a product page, then, it’s critical to design it not just to offer a simple picture and a bit of information like a category but enough information in the right tone to draw people in to make them click the buy button. To help you, consider these five best practices to incorporate into your product page as you design the site.
#1: Ensure Your Logo Is Prominent and Eye Catching
Before you upload a photo to your business’s website or write out a detailed description, start with the positioning of your company’s logo on the page. There are several reasons for this. Consider how often people scroll through one site after another to find what they want. If they get to your website, read the product description, and then scroll up but don’t see your company’s name or logo, that will weaken their willingness to buy from you.
Most customers want to be able to easily and quickly see the logo of the company they are working with to verify it’s real, to get a sense of who they could be dealing with, and to have confidence in their ability to buy. Here’s a great example. Tailor Brands offers a fantastic logo maker that’s free to use and highly customizable. Let’s use their website as an example.
When you visit the website to check out their logo. It’s simple and clear. It is prominent but not in your face. It’s also very easy to recognize and remember. If you don’t have a logo yet, start here, too. Then, get it up on your site either across the top or in the upper left corner, where it is easy to view.
#2: Make It Easy to Get Real Data
The next step is to create a product listing that is absolutely clear. Consumers should know:
- What you are selling specifically.
- What their options are, if any, in selecting that product.
- What is available.
- What the price is.
- What to do to buy.
Take a look at the Nike Air Max Solo product listing page. Right there, you can easily get all of the information you need, including the company’s name, product information, the colors available, the size options, and a clear label to click to make a purchase. All data that a person needs to find out if what they want is available is right there.
Don’t make the mistake of packing too much information into this product listing page, though. If you have paragraphs of information that are hard to read or so many options that your customer is likely to have too many choices, you are limiting their ability to take action. Streamline the listing information and use bullet points and short sentences to help them move through the page.
#3: Ensure a High Quality Photo Captures Their Attention
Without a doubt, your picture sells your product. Once you have a good idea of the description, focus on those key value traits to create a set of photos for your product. That is not just one photo, though. You need to provide a series of photos that showcases your product with absolute clarity. There are a few rules to remember when choosing photos.
- Get them professionally done. It matters and will make an instant difference in the results you see from your clients.
- Include multiple images with different angles. Show the entire product clearly.
- Make sure your photos are properly sized so that the customer can see the entire image of the product when they click on the page. They shouldn’t have to scroll down to see that photo or try to enlarge it to see the details.
- Optimize the photos you place on the page so they load fast. If it takes forever for the picture to load, your customer is going somewhere else.
- Make sure the image isn’t too busy. Make it of just that product – without any bothersome backgrounds to get in the way.
Check out this product page at Target’s website for a Disney Cars Kids’ Backpack. Once you get to the page, the image is big and bright. You can move your mouse over it to get even more details, too. There is not only a series of about 10 photos from different angles, but there is also a video that helps to bring it to life.
If your pictures are not clear or they are not sized properly, it’s a distraction to the website visitor, and it will cost you in the long term. Make sure your pictures give the visitor the best reasons to buy your product.
#4: Make Your Call to Action Easy
Now that you have their attention, the next step is to get them to take action. Don’t hide the icon to add an item to a shopping cart. Keep it as clearly present as possible. This way, as soon as they see it, they are able to click and go – and that means they are more likely to make a purchase.
Your call to action does not have to be complex. Here are some tips to remember while creating it.
- Make it a different color or, in some other way, stand out from the other elements on a page. A red button on a white background is attention-grabbing.
- Make sure they know what to do – use terms like “add to cart” or “buy now” to the box.
- Allow your customer to adjust the product on this screen instead of having to go to a secondary purchase screen. You want them to select everything they need right here and now and add it to their cart so they don’t have to second guess it.
- Ensure the functionality is smooth and simple. If the link doesn’t work, your sales cannot happen.
- Keep the call to action on an area of the page that does not require them to scroll – right next to the image and description. Don’t make them search for it, though you can add more than one.
Check out this Lulelemon page. You can see the red icon right there, quickly and easily allowing you to add the item right to the bag. It’s that easy to get them to buy.
#5: Give Them a Reason to Buy Right Now
Finally, make it too good to walk away from the purchase. Your product page should not be a static page that never changes. It can be one that offers information and insights that make it hard for your customers to look anywhere else for what you have to offer. There are a few ways to do that.
First, if you are going to offer any discounts or sales, make that easy to see on the product page, not just on the site’s homepage. Second, let customers see the real benefit. How much is this sale saving them? What does it cost to ship it (free?)? And are the reviews positive?
There’s probably no better company to prove this point than Amazon. Here’s a look at one of their Prime Day deal pages. You can see the bright red letters that scream that it’s a great deal with a percentage of savings listed. It ships free, and there’s an easy-to-view, nearly 5-star rating for a vote of confidence.
Creating a winning and successful product listing page makes all of the difference for companies. It lets people see what you have to offer, but also what they need to do right now to purchase it. When you solve their problem, offer what they want, and answer all of their questions, they have no need to go anywhere else.