How to Create Ecommerce Product Pages That Sell
You have crooned over your stunning ecommerce website. Colleagues have gushed over how great the homepage looks. You have to admit, you’ve also got impressionable landing pages and a platform that is a breeze to navigate. There’s a ‘but’… Your sales aren’t great. Sound familiar? Have you checked your ecommerce product pages?
Creating ecommerce product pages that sell is pivotal to ecommerce. Too often the design of the homepage and the importance of landing pages take precedence. Where does that leave the pages that make you money? Lagging behind your competitors.
Common product page mistakes
How much information do your ecommerce product pages contain? Look at them with a fresh pair of eyes. View them as a consumer would. Are your product descriptions up to scratch? Compare them with your competitors’.
There is nothing worse than product pages with little or no information. A line or two about a product is unlikely to sell it. Consumers need as much information as possible – to make informed buying choices. An ecommerce website that overlooks this important detail will lose up to 50% of potential sales.
It is not just a case of failing to provide information that answers questions about a product. It is a matter of trust. Would you buy something from an ecommerce website that tells you little more than ‘buy’?
Create powerful product descriptions
All effective marketing relies on consistency. A good start is to ensure your ecommerce website product pages have a uniform look and reflect your brand. This gives visitors a vital good first impression. It helps to build trust from the moment they click on your website
Great product descriptions are powerful. They include words that compel the reader to want a product. Ensure your product descriptions use honest but enticing words that will appeal to your target audience and casual browsers alike. Excite, inform, engage – and sell.
Include information about a product’s key features. It will give consumers a good idea of what the product is. They will be able to compare it with similar products before making a purchasing decision. Keep this information short and sweet. You can expand on it in the full product description.
The specifications of a product should allow your ecommerce website visitors to compare products in a category. Presenting them in a clear message that will aid your customers’ buying choice.
Prices make product pages clear
Always show the prices of your products. Ensure they stand out on a page and are transparent. Customers will not buy a product if they are not sure how much it is going to cost. Another great way to encourage customers to buy is to make it clear what items are in stock. This will avoid bad user experiences. Customer who find the item they want is out of stock at the checkout are unlikely to return.
Ensure your ecommerce website automatically updates stock levels when they change. It is simple to set up on most platforms.
Stunning images sell products
Blurry, grainy or pixelated images will lose you sales. Consumers will not buy a product if they can’t see what it looks like. Images play a crucial role in your marketing and they should make your product pages shine. If you can’t source quality images from suppliers, take your own. Invest in a lightbox or use an area with plenty of natural light. A neutral background will show off your products in all their glory.
Give customers the most accurate representation of a product. Consider using video as well as images. Look at what your competitors are doing. What can you do that is better?
Calls to action and reviews
How do you use calls to action to increase sales? Consider using ‘Add to basket’, Quick Buy, and ‘Compare’ buttons. They are subtle but powerful prompts that will help you sell more. Choose wisely when it comes to the size of buttons. Ensure they can be seen but don’t detract from your products.
Don’t shy away from reviews. There is no better publicity than a review by a happy customer. Even bad reviews can help your business. Consumers follow the crowd. If someone says they like a product, others will buy it. Reviews offer valuable insights that can help you improve your business.
Shipping costs can make or break a sale. Clearly show your shipping prices and times - before the checkout page. This will reduce the number of abandoned carts. Make sure your shipping options are competitive. Too expensive, too slow or both and your products won’t sell.
Add cross-sells to your product pages. Direct website visitors to products that complement the one they are looking at. This will encourage more sales. Use cross-selling on products that customers have previously bought as well. This will bring in even more orders.
Do your product pages let your ecommerce website down? Talk to Comgem. We can help