A product page is the most important page on your e-commerce website. A well-optimised product page can help your business grow online and dip into a bit of the predicted trillion-dollar e-commerce market this year.
We all know that the intent of the customers who land on product pages is higher than those on the homepage – they’re there to buy something – so it’s crucial to include powerful conversion rate optimisation (CRO) elements on the page to help customers complete purchases. This way, your product pages will give customers a final push to buy!
So, what do great product pages look like? Check out some great examples below.
This e-commerce store uses educational videos through which customers can get instructions on how to use the product and customers can visualize how the product will fit into their life. This strategy requires consistency and commitment. Best product videos are authentic, easy to understand, have great lighting, audio, and other editing facilities, and use real-world examples that matter to the target audience. Investing in a professional video makes a huge difference, Tangle Teezer is a great example of how you can demonstrate a product and its benefits using video.
Invest in high quality content marketing, whether that’s video or imagery. Video can help you rank higher in search results and is effective for social media campaigns.
Platforms like TikTok and Instagram have a particular video format for product videos that capture attention immediately – you can reuse this format in landscape on your product pages. To convert vertical videos to horizontal formats (and vice versa), you can use some of the popular video editing apps. Find tips on how to properly repurpose your video content here. When filming a product demo, be sure to include the benefits, buying experience, and unboxing for added impact.
Away embraces the power of reviews to add credibility to their products. You can see and read customer reviews below the product headlines, which is a great tactic to gain trust. Many e-commerce brands rely on this method because trust increases sales (Amazon included).
Use a plugin like WooCommerce Product Review Pro for your WooCommerce store to pull in reviews from a range of sources. Customers can sort reviews based on questions asked, helpful reviews, videos & photos, and based on size, giving them near unlimited options. For bonus SEO points, use schema markup to ensure these reviews are pulling through to search engines.
This brand converts its customers using minimal design: the page is monochromatic, with a lot of white space – it only contains the essential copy and product details. According to research by ConversionXL, white space can create a higher perceived value in a customer's mind. In addition, the ‘Add to wishlist’ button increases the conversion rate, too! It lowers the abandonment rate by allowing commerce customers to create a product list with the items they aren’t ready to purchase yet, but hope to do so in the future. This way, shoppers can organise their desired products without committing to a shopping cart.
Stay clear of bold and aggressive page designs and instead, try decluttering them: remove the unnecessary elements and include only the ones that will lead to higher conversion rates. Crisp product images, clear descriptions, visible buttons, and a possibility for customers to create a product list can work wonders in e-commerce.
Hermes, a well-known luxury brand embraces storytelling and exclusivity to convert customers. Storytelling provides customers with a storyline in which they will remember you. People are neurologically programmed to crave and respond to a well-crafted narrative, and giving your products a context brings life to the product and the overall brand.
Also, Hermes – like many other e-commerce brands – is upfront about the Delivery and Return policy. This piece of information increases revenue and can help manage customer expectations.
Explore storytelling opportunities when possible. For example, include all the relevant details on your website - shipping, delivery, in-store pickup, and returns. This way, transparency will help you appear more trustworthy.
Daily Harvest delivers smoothies and other forms of superfoods straight to your door. Listing every benefit of all ingredients in detail makes them stand out from competitors. You can see what each smoothie can do for your health: support your eyes, protect the skin against UV, and much more.
List all the product benefits you can. This way, you can insert keywords into your product page in a smart way while also providing customers with comprehensive information on what exactly they will get with your brand. In the end, benefits are what will sell your product.
This product page is a minimalist example with a clear focus on the product. But what makes this product page stand out is offering products in different colours and sizes. Offering more choices for consumers will increase sales as it will also increase the probability it will match customer preference.
Add product variations. This will make it easier for buyers to find exactly what they’re looking for and help them compare different versions of the product, making the decision-making process more mindful.
It goes without saying that the images used on your e-commerce website should be top notch. The quality of your product images has a tremendous impact on how your customers perceive your offering. Having eye-catching, crisp, high-quality photos, you can help to focus attention on your product. Also, displaying the images of your product in use will help your customers understand what experience the product can give them.
Another great e-commerce CRO technique on this product page is cross-selling (‘Customers also viewed…’), which many brands use. This tactic increases sales by suggesting additional, related, or complementary products to customers.
Contextualise your images – add high-quality photos of your product that show how customers can use it and what it would look like in the real world.
Additionally, encourage customers to spend more with cross-selling and upselling. Cross-selling can be offering complementary products, but it can also be additional services like same-day delivery or gift wrap.
There are several ways you can optimise your e-commerce store product pages for better conversion rates. This list is not exhaustive! From using educational videos to adding reviews, and telling a story to using minimalistic design, conversion rate optimisation is a constant and iterative process.
Since the way you display your product is a tipping point for potential customers, we know sometimes it can seem overwhelming to get started, but that’s where the experts come in! If you’re interested in finding the best solution to make your product pages convert more, book a call with our experienced e-commerce team today to grow your business online.