Your product page is your landing page and the place where your visitor will convert if you are running an e-commerce website. Thus, you need to design it carefully to enhance the conversion purposes and end with the client on the checkout page. In this article, we will give you 6 proven techniques to apply on your product page.
1. White/clear background
Don’t confuse the client mindset with many color pallets in hand, even if you use that on the other pages.
Avoid using many colors or animations that may stress the customer journey. because that may lead the customer to bounce. Especially if you are selling a wide range of products such as groceries where the buyer may face an infinite line of products from different brands.
Pro tip: Try on the product page to use a clear font to help users make decisions in a comfortable atmosphere
2. High-resolution images
Allow your customers to view the product from different edges and angles. Within the AR it has become very crucial to apply 3D and zoomed images, to ensure product conformity with the customer expectations.
Size and design especially in the apparel industry are controversial issues. They may lead to negative feedback or bad reviews on your website or social pages.
3D configurator is a good practice to allow the customer to check the product. They can move the item, change color, and the background to see how the product is suitable in different situations.
Pro tip: consider image search in mind. Then provide a relevant image on a search result that brings leads to your product page. Users are increasingly using image and voice search in their queries.
3. Complete product description
The product description is not to label the product itself. Instead, try to describe the product value or benefits to the buyer. To what that product may be good for the user.
The way you describe your product has a big impact on turning prospects into customers. Try to refine the words and put the accent on the key benefit that customers will get.
You may provide a brief description on the product page, but try to extend the description in the blog or your Instagram page.
Pro tip: I say Instagram not because other channels are not good, but Instagram is an image-based platform and the photo quality is much better.
Detourcoffee is a nice example of a product description
4. Keywords and SEO purposes
Don’t forget to include keywords that your prospective clients are using in their queries once they search for similar products.
Try to select a keyword that matches what users are looking for. Let’s give you an example, imagine you are selling sports outfit.
Try to focus on keywords such as diet, fitness, Workout, Legging, Athletic Outfit”… but depends on the search volume and the type of audience you are targeting.
Also, optimize your page for voice search. Because this type of search query is a dominant tool for today’s users to ask quickly and get the answer in audio format. remember that users are in a rush and they want smart and quick answers to their questions.
The figures below are taken from Semrush study on voice search performance
Pro tip: Check Instagram hashtags, they help you to target the best keywords that have the best follow-up either from celebrities or influencers.
5. Clear-positioned CTA button
You want to end by the user on the checkout page, that’s of course your goal. but to meet the goal behind, be clever enough to position the CTA button in a convenient place, with suitable color that matches the overall design and color theme.
Shopify is a nice example of CTA clarity
Pro tip: Referring to your business domain/industry use the color- psychology-circle to apply the best color that fits.
6. Seamless checkout
Here, the alert is on, the customer will pay, so try to not overwhelm the customer journey with useless information or CTA, show him the items in his basket, the total amount he needs to pay, and the available payment methods to choose from.
- No invitation to a blog page before he finished
- No banner for Newsletter subscription
- No request for rating reviews
- No extra page elements that may disturb.
Keep it hassle-free and clearly directed. and once you want to ask for a particular action or request. keep it to the end., the end of the journey. once you are sure that the client has paid and he is about leaving the page or the website.
Remember that each page on your website has a predefined goal and you need to refine the page elements to serve those goals. and all of them need to contribute to your overall target either, conversion, awareness, branding…