product page

Product Page: Create a Compelling One

Salmaan Ahmad

Salmaan Ahmad

May 8, 2023

A product page is an essential part of any e-commerce listing, and it’s necessary if you plan to sell anything online. How do you create a page that compels a browsing customer to make the decision to click on your product, put it in their cart, and order it? Here are some tips for creating great-looking product pages that turn readers into buyers.

What Is a Product Page?

It’s a page on an online shopping site that gives the details of a product.

If you’ve ever bought something online, you probably studied this page with care. Usually, when you start shopping for something online, you start by entering a few keywords into the search box. When your selections line up, you see them as a row of thumbnails. If one of the thumbnails interests you, you click on it to get more information.

This opens the product page, which gives you the details you need to make a purchasing decision. If the product page is well-written and has the right information, you are likely to buy the product, sometimes after comparing it with similar ones.

Why You Need One for Your Book

You might think your product sells itself and once people see how beautiful or functional it is, they will rush to buy it. Even the best, most unusual products, however, face stiff competition from others selling equivalent items. Crafting a compelling page will help yours stand out.

Customers rely on product pages

There is one major disadvantage to buying products online. It’s that a customer can’t see or touch the item. When you shop in a brick-and-mortar store, you can pick up an item you’re interested in, see how big it is, what color it is, how it looks in real life, and how well-made and solid it is.

When you buy something online, you don’t get any of that. The only thing you can go by is the seller’s description. As a buyer, you want to feel sure the product will live up to its promises.

For a seller, the page is your best chance to convince the reader that your product is just what they need. Online shoppers are looking for specific solutions to their problems. With a great-looking, well-written page, you can overcome their hesitation and get them to trust that your product will do that.

What do customers pay attention to? The main things are:

  • How the product looks
  • Customer and user reviews
  • Price

If you’re competing with other sellers who have comparable products at roughly the same price, you must convince your customers that yours is the better choice. You do that with a compelling description and high-quality images and videos.

Elements of a Product Page

A seller’s page usually has these parts:

  • Detailed description of what the product offers
  • Points about how it compares to competing products
  • Compelling copy about how the product will make life better or easier for the user
  • Unique features
  • Instructions for using the product
  • Customer reviews
  • Detailed photos
  • Videos, high-quality photographs and other interactive elements
  • FAQ about the product

How to Make Your Product Page Work

An excellent product page accomplishes the following:

  • It explains what the product is and why someone should choose it. It must explain what it looks like, how it works, and what problems it can help solve.
  • It helps readers trust the seller. First-time customers are taking a chance with every online sale. They won’t buy unless they have a lot of confidence in what you’re saying.
  • It engages the user. A good page uses well-written copy, attractive images, and interactive elements to help readers feel they’re already using the product.

You don’t have a lot of time to do all that, so your page must be highly focused and clearly organized. Here’s how to get the results that lead to more sales.

Show shoppers that you speak their language

When you write copy for a product, you must understand the specific needs of your customers. Use the wording and terminology that they’re familiar with. If you’re selling a flat iron, for instance, don’t just talk about the construction. Use terms that show you know what shoppers for this product care about. Talk about the top temperature it reaches, how quickly it heats up, whether it can handle coarse, frizzy hair, and how its long cord makes styling easier. These are the concerns that most buyers of flat irons have.

Are you selling cooking equipment? Tailor your page to cooking enthusiasts by using terms related to fine dining, precision cooking temperatures, and the product’s adaptability to many cooking styles. Focus on the way it makes cooking easier for professionals and home cooks alike.

Tailor your language to show that you get your customer’s concerns, and they will be more likely to buy your product.

Make it engaging

User engagement is essential to any website, and it’s just as important on your product page. Create a page that keeps potential customers busy with quick, enjoyable activities.

There are many ways to make your page more interesting and interactive. A how-to video that shows how easy it is to use is a good choice. These videos are popular on product pages.

There are other ways to engage your customers. For instance, some sellers use a virtual try-on that allows customers to create a model that resembles their body shape and size. Shoppers on Walmart’s online site, for instance, can get a good sense of how certain clothes will look on them. Customers can create an avatar that resembles their body shape, weight, and size. The avatar models the clothing to show buyers what it will look realistically look like on them.

This engagement keeps the customer focused, and it lets them imagine themselves using your product. Once they’ve tried it on for size, even virtually, they are close to buying it.

Include related products

While you’re building your page, remember to include related products that you sell. Show customers how they work better together. Explain that buying one product may give someone good results, but using complementary ones will enhance and preserve those results.

If you sell a line of men’s facial care products, for instance, explain how shaving is just part of a man’s routine. Explain how the cleanser, moisturizer, and shaving lotion all work together to give the user smooth, fresh skin. Show the products in premade bundles that are designed to target specific skin concerns. Your customers will feel that you understand their needs, and that’s a major step in getting them to trust you. If you do it well, it will also lead to more sales of all your products.

Get to the point

Browsers in stores may spend hours looking at things before deciding what to buy. Some may leave the store without buying anything. An online shopper, however, is on a mission. They might be browsing, but they’re usually hunting for a specific solution to a specific problem. They need a product, and they’re ready to buy.

Help them make that decision with a page that delivers all the information they need in a well-organized, easy-to-read format. Use pictures with captions, bulleted lists, and graphics that highlight the product’s unique features. Use bold colors and attention-getting headlines that get right to the point.

A Product Page Leads to Sales

When you’re selling online, your product pages can make or break you. Take time to craft a well-written page that readers will enjoy reading, offer valuable information in terms that show you understand your readers, and you’ll have an outstanding page.

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