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Event | June 06, 2019

6 Elements of a High Converting Product Page

So, you’re attracting floods of new customers to your eCommerce website. How do you make them fall in love with you hook, line and sinker?

You need a winning product page.

Creating high converting product pages is essential if you want to generate sustainable revenue from your eCommerce website.

Think about it – you've already invested lots of time and budget into attracting visitors to your website. Why risk losing them at the last hurdle?

Your product page is the decision point, the critical moment when they decide to either add your product to cart or shop with the competition.

Bottom line: your product pages are a fundamental part of your conversion funnel, and every element needs to be finely tuned to win customers.

So, what makes a high converting product page?

In this article, you’ll learn the six must-have elements to a high converting product page.

Let’s dive in.

1. Social Proof To Build Trust And Credibility

Every high converting product page needs social proof. When we talk about social proof, we mean the reviews and testimonials provided by your customers.

Product reviews and testimonials immediately build trust and credibility with your potential customers.

Google loves them too, which makes them a top technique to nail your SEO for eCommerce product pages.

Great buyer reviews will do the selling for you because they sum up all the benefits your potential customers are looking for. In fact, it’s often said that user reviews are 12 times more powerful than marketing claims. Take a look at how the US adventure store Moosejaw gets it right.

First, they give you a quick-view star rating above the price:

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Then, you have the choice to delve deeper into the reviews – all 162 of them:

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How do you encourage customers to share their positive experiences?

There are two ways you can approach this:

A) The Automated Approach.

This is the easiest way to get lots of reviews regularly – without much work. 

Set up an automated email campaign for customers. Depending on your eCommerce platform, there’s probably an app that does this for you (like the Klaviyo app for Shopify).

Include a short note in the email confirming the product has been safely delivered.

B) The Personalised Approach.

Identify customers who have bought at least two products from you. Repeat customers are more likely to have positive experiences; they will be happy to share in a review.

Send them an email recognising their loyalty and encouraging them to provide a review. This is also an effective way to inspire loyalty amongst your ecommerce customers, as it shows them how you value their opinion.

It might look something like this:

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2. Write Irresistible Product Descriptions

Do not underestimate the power of unique product descriptions.

There’s a massive correlation between content and high-converting product pages. One easy way to include fresh and relevant content is through adding highly evocative product descriptions.

When writing product descriptions, it’s easy to go deep into the specifications, like size, weight, fabrics, and so on. This stuff is important. But the real focus of your product descriptions should be on how the product will benefit the customer.

What you are trying to do here is help the visitor imagine how their life will be better with your product.

To do this properly, you need to know your customers. You should have a deep understanding of their problems, needs, wants, and the language they use to describe these things.

How will your running jacket make them faster? How will the chopping board make cooking dinner easier?

Take a look at this product description on Studio Neat. Who knew a notepad could do so much!

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And it continues into the product details:

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Make every product description unique. It might be tempting to save time and copy the stock descriptions from suppliers, but creating your own descriptions is much more effective. After all, you know your customers best.

Not to mention, using original content is the must-have SEO for eCommerce product pages.

The product description is also your chance to answer any questions people might have about your product. This prevents shoppers from leaving your site and looking elsewhere for the answers.

Because the second they leave the site, chances are they won’t come back.

Icebreaker does an excellent job of answering potential questions, right down to how to care for the fabric, which size the model is wearing, and more:

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3. Use Lots Of High-Quality Images

Beautiful product images are vital to your product pages. They provide the first impression of the product, show the product in its best light, and can help the customer make a rapid purchase decision.

But one image isn’t enough to win over customers. Unlike in physical stores, visitors to your website can’t touch your products, hold them or try them on. That’s why you need multiple high-quality images.

Use these best practice tips:

  • Display the item from multiple angles
  • Use a neutral setting with a white backdrop
  • Add lifestyle images to show the product being used
  • Allow customers to zoom in and magnify the images
  • Use close-up images of product details and features (such as pockets, zips, shoe grip, and so on).

Take a look at this example from Australian accessories brand, Bellroy. Visitors can scroll through to see every feature of the key cover in detail:

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4. Show Off More With Videos

Videos are a new addition to high converting product pages and a crucial one.  Studies suggest that videos can boost product page conversion rates from 84% to 144%. How? Because videos can show aspects of your product that photos and words can’t.

Here are three ways video can add to a high converting product page:

  • If your product is perceived as difficult to use, add a video to demonstrate how simple it is in reality. This overcomes a huge barrier to buying.
  • Use videos to explain the differences between features, especially if you have a range of products with only a few small distinctions.
  • Use videos to help customers visualise themselves using the product.

Bellroy is an excellent example of using videos on product pages.

This 1-minute video on its Note Sleeve wallet shows the range of colours, how many cards can fit, and quirky design features such as the easy-pull tab.

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These are all things that are easily missed in the images and product descriptions. 

5. Make Visitors Trust You

Best practice product page design includes a range of trust signals, in addition to social proof.  After all, there will always be some customers who are hesitant to buy you for the first time, not to mention those who are still reluctant to buy online.

Adding trust signals to your product pages can significantly increase your conversions.

Try a few of these trust elements:

  • Payment security
  • Well-explained and clear returns policy
  • Money-back guarantee
  • Product warranty
  • Delivery details

By adding some or all of these elements, you’re addressing the customer’s concerns up front and making it easier for them to make their purchase decision.

Check out this product page by Australian power product eCommerce site MyGenerator.com.au.

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Notice the three icons in the banner, which immediately instill trust.

Next, you see the FREE shipping, price match guarantee and customer reviews. All this before you get to the product description!

Another growing trend for eCommerce is social messenger. By offering messenger or live chat with your sales reps, you can answer their questions on the spot and show them that there are real-life humans behind your online company.

6. Never Hide The Add To Cart Button

None of the above tips matters if you don’t have an obvious add to cart button. This is at the top of the list of product page design best practices.

Don’t make it hard for people to buy your products. Use colour contrast to distinguish the button from other elements on the page.

Let’s go over to Who Gives A Crap for another example. You can’t miss the bright pink button:

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Once your customer has clicked on the all-important button, do everything you can to make checkout smooth, easy and even enjoyable.

Over To You

The eCommerce landscape is constantly changing and increasingly saturated, so standing out calls for a powerful product page. Following these product page design best practices will give you the edge on the competition and make sure you are rewarded for your effort getting people to your site in the first place.

Now you’ve got our tips for a high-converting product page, it’s over to you. What’s worked for your eCommerce site?

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By Andrew Raso

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