It is really important for any brand to do the product pages right in order to make sales. Customers make the final purchase partially based on the look and feel of the product pages. Therefore, an online catalogue should have all the necessary information required by the visitor to make an informed purchase. Avoid anything and change everything that could trigger your visitors to leave your product page.
A product page is what leads to sales and revenues for an online store. And this product page has a very important role to play when it comes to adding products to the cart. This is why all e-commerce businesses invest a lot of time and money in designing their ‘ideal’ product pages. And this is something that you will need to do as well to make sales happen.
So, what exactly can you do?
What you need to do is design your catalogue well.
You will need to offer your visitors a great user experience which is only possible when your product pages have all the necessary elements. By doing so, you can ensure that your customers have all the required information at their fingertips. The design of a product page should be such that your customers not only seamlessly find what they are looking for, but are also left enticed to buy more.
An optimised product page is one that has all the important elements placed properly without any distracting elements. If you want your product pages to convert (which you will obviously want), then here are nine key elements that you cannot afford to miss out on your product page:
1. Product Title
Product name seems like a tiny but an intrinsic part of the sales process. Technically, it does not matter what you call your product, as the conversions do not solely depend on the name of the product. However, an intriguing product title can help you win brownie points when it comes to SEO.
An eye-catching title that captures the product type, model number, brand name etc. can boost search engine optimisation. Also, you will need to ensure that each of your product pages has a unique meta descriptions and title tag.
Take a look at an example from the e-commerce giant - Myntra.
The name mentions the brand, the colour, the print, and of course the product type. How you need to frame the product title will depend on the type of product you are selling.
Large, clear, and detailed images of your product are a must for your e-commerce store. As online shoppers don’t have the privilege to hold the products in their hands and feel the material, they deserve to be able to see the product from each angle and make an informed decision based on that.
You must have seen fashion e-commerce stores having multiple images on their product pages that show the product from all the different angles. The images need to be prominent, with zoom in options. However, you may choose not to give multiple images when you are selling something like food or medicines.
Take the following example from Freshmenu.
The image is tempting, to say the least. You really do not need to give all the angles when you are selling products like this. However, for products like clothing, shoes, gadgets, watches, decor items and the likes, giving multiple images is a must.
Your customers might not be present in your store physically, but you can give them a store-like experience by offering a video. Videos are a great way to increase conversions. You can have videos to show what it would be like to use the product physically. Let’s take the following example from LG’s e-commerce store.
Customers just need to click on the arrow (as shown in the image above) to understand the different features of the phone. They will also get a better idea about the look and feel of the phone.
4. Product Descriptions
The best catalogue copies are concise, but also describe the product in the best possible way. The descriptions should be good to read and should convince your shoppers to buy the product. Original product descriptions that are SEO optimised will improve conversions and sales.
Here is an example from Lakme, a highly trusted make-up brand among women.
The description is simple and to-the-point. It talks about the liquid lip colour in detail along with its features and benefits.
5. Product Details
Giving each and every product detail on the catalogue is important, especially when you are selling gadgets and similar products. Even when you are selling non-technical products, you will need to tell the shoppers about your products’ different specifications like fabric, dimensions, expiration date(if any), care, and available colours.
Here is an example from the online furniture brand - Pepperfry.
Apart from describing the product, here you will find all the minute details about the product, wardrobe in this case. Pepperfry has gone a step ahead and even mentioned the possible places where the wardrobe could look its best. From the dimension and weight to care and warranty details, you can find everything mentioned on the product page.
One of the key elements on your product page should be the price of the product. Often, the price is the decisive factor when it comes to making the final purchase. There are a few pricing techniques that you can make use of to ensure optimum sales.
One way of doing so is by providing product comparison. Compare your product with a premier version on the product page itself, so that shoppers can see both the products side-by-side. You can then leave it to the shoppers to make the final purchase.
You can also make use of the left-digit-effect while pricing your products. This means that if you change the price of a product from Rs 500 to Rs 499, you will mostly likely experience an increase in sale. Regardless of which pricing technique you follow, make sure your product pages have the prices mentioned. If there are taxes, shipping charges, etc. that will get added to the price, ensure that the product page mentions that or on the home page just like Shein.
7. Call to Action Buttons
Call to Action or CTA buttons are crucial when it comes to e-commerce. Properly-placed CTA buttons can affect the decision-making of the customers. If a customer likes a product, he or she should be able to make the purchase immediately. Pay attention to the colour, text, and size when it comes to the CTA buttons. Make sure the CTA stands out and is easily noticeable.
Take a look at how Amazon does it. You can either purchase the product immediately or add it to your cart and buy it later.
8. Product Reviews
A great way to make shoppers like your products is by posting real-time reviews given by your happy customers. When buying online, shoppers tend to believe what other buyers are saying. Positive reviews are a great way to sell your products, especially when you are starting new.
Add an option on the product page so that buyers can write reviews. Do not worry about getting negative reviews as long as the good reviews are more in number. Take this example from - Arti’s Jam and Sauces – an online store for homemade jams and sauces. Although the reviews are on Facebook, add such reviews on your product page will definitely increase sales.
9. Social Integration
Another great way to increase conversions is by including social sharing buttons on your product page. A customer who is happy with your product might share it in their social circles, provided there is an option to do so. You can call it free advertising and given the fact that 2.77 billion people will be on social media by 2019, this is worth a try. Social media has the power to make or break you. So, make sure you use it in the right way.
These are some elements that your product catalogue page needs in order to attract leads. Design your new catalogue page well and ensure that shoppers are getting all the information they need on the product page itself.
Also, keep experimenting with new things as you never know what might work for your online store. It is not necessary for you to have all the elements on your product page. It will depend on your buyer persona and the types of products you sell.
Got any other elements to share? Let us know in the comments below!