What is it?
A product page serves the purpose of explaining to the customer the features and benefits of your product or service offering. It generally includes the answers to every question users may have about your product or service when doing searches online.
To give your users confidence, including reviews at a product or service level can give users deeper understanding of other customer’s experiences with your products and services. This page should contain lots of information, however in a structure so the user can easily digest the information and seamlessly travel further down the customer journey experience to purchase.
Why is it important?
It’s a crucial element to your ecommerce site. Particularly speaking, when a new customer comes onto your website, you want to make sure that they transition from a prospective customer to customer. In order to do so, you need to serve a good first impression. This generally is established through product pages, if the page is kept simple, not too wordy and has images, customers are more likely to read through the page as you intended. If the page becomes too complex, potential customers are more likely to exit the page.
The product page sets the tone of the product or item. It serves as a place where all information should be answered. Some of our key practices that we would include in our product pages include:
Videos and Images
Individuals today are visual people and they desire to spend less time reading about the product, a recent study revealed that 82% of all internet traffic will be video by 2022. So you can see the importance of using both video and images on your product page.
Best practice recommends that you have 6 + images and / or videos per product / service page. It is sometimes hard to work through how many ways to shoot one product or service. If you think about the whole customer journey when experiencing your product or service, using photo and video to show what they will experience will help the most. For example, when the product arrives at their door (is it branded), unboxing the product from the shipping packaging, unboxing the product itself, showing the insides of the product and the packaging, use of the product etc.
Remember the images and videos you use for the page should be considerate of download time as people with slower internet speeds will not be interested in waiting around for an image that takes too long to load.
Prominent Call-to-Action (CTA)
One of the many purposes of the product page is to direct the user to purchase the item. Therefore, it’s important to have a visible CTA button for the user to quickly click ‘add to cart’. It should be simple, easy to find and easily recognizable. Another element of the CTA that is important towards the success of converting prospective customers to actual customers is how the CTA is presented, including the fonts and colours. These should be kept distinct but should still elicit warmth emotions for the user to prompt them to action.
Urgency
Another element that is key to the success of your product pages is providing prompts or information to create a sense of urgency to the product the customer is viewing. This sense of urgency is derived from the urgency principle which prompts the customer to action quickly based on the lack of products available. It provides your customer with the chance to quickly purchase the item before it’s sold out but it also encourages a sense of ‘push’ to purchase and not sit and wait. Such urgency can include ‘Only 3 left!’
