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How to Design Product Pages that CONVERT

By 6 October, 2015 No Comments

Product pages will either attract new customers or motivate them to hop into the shopping cart of another website.

So, how can your product pages turn a visitor into a paying customer?

Headlines

The headline and titles of your products need to immediately grab the attention of your visitors. They must be clear, concise and descriptive. Keep in mind that potential customers have come to your site in search for an answer to a problem, let your titles be the solution!

Descriptions

Product descriptions should be informative and assure your readers that your products are exactly what they have been looking for. Highlight the positive features of the associated product and a touch of personality. For example, if you’re selling high heels then you know your target audience are female, so your product descriptions can reflect this by adding in a few how-to style tips. By doing so, you can help potential customers to better visualise owning and wearing the product as well as encouraging them to check out the rest of your website in search for great match up items.

Images

Your product images must be high quality which means having them clear, sharp and LARGE. Blurry images are a huge turn off. The best images are usually the ones showing the said product ‘in action’. For example, if you are selling football boots online, an image showing a player wearing the boots will be a lot more effective than a simple image of the boots. Incorporate both types and customers will be more inclined to make a purchase.

Videos

Increase sales by including videos of your products in use. This enables you to show how your products work as well as their features and appearance from all angles etc. This gives customers a better idea of what the product is like in ‘real-life’, giving them the opportunity to witness it in action which can help them to make a decision with regards to purchasing.

Call-to-Action Buttons

Call-to-action (CTA) buttons are needed to encourage conversions. These include buttons such as “buy now”, “add to cart”, “continue shopping” and “proceed to checkout” etc. These should be clearly displayed and easy to spot on the screen. Try using bold colours like red to grab viewers’ attention on your ecommerce website.

Reviews

User reviews can drive sales and increase all kinds of conversions. According to recent studies, before making a purchase a massive 61% of customers read online reviews and 63% are likely to buy from a website that includes these reviews. The reason for this is because people like to know what they are getting into and are inclined to trust REAL customers over companies simply claiming the authenticity of their products without any real proof.

Delivery and Shipping Info

Customers take delivery and shipment costs into consideration when making an online purchase. Display shipping information clearly to establish trust between your business and its customers. Hiding such information will lead to an abandoned shopping cart. If shipping costs are more expensive than the product itself, customers are unlikely to make the purchase. Offer free shipping if you can or consider offering it only when a customer reaches a certain buying amount, for example, “Free Shipping when you Spend £50 or More!” etc.