Create a quality product page that converts: essentials

The pages of your products are part of most important pages of your website. It is therefore natural that you want to create a quality product page (and which converts!). The product pages give your customers the information they need to make a purchase with full knowledge of the facts. There are many ways to create effective product pages for e-commerce. Here is what to remember:

What really is a product description in e-commerce for?

First of all, it is necessary to refute the idea that the role of a product description is to simply describe the product. Given the name, it is logical that most people think like this. But Your product descriptions are not only there to describe what is on your e-commerce sitethey are also there for:

• Qualify : They help site visitors to evaluate quickly “Is this product for someone like me?” ».
• Persuade : They provide convincing reasons, focused on the customer, to consider the product.
• Promote : They use keywords and seo research terms in a natural way, so that the page appears in the results of search engines or Amazon.

A simple product description model for e-commerce

The frame below is your starting point for your product descriptions. Remember that this is an intentionally flexible starting point. Consider it less as a plan than as a guideline than You will adapt by following the following steps.

1. Descriptive title : Use a product title that will catch your audience. You will earn points if you establish an emotional link with him.
2. Paragraph focusing on the advantages : Use a descriptive paragraph to explain why, exactly, the consumer will use this product.
3. List of the main characteristics : After the advantages, insert a chip list from the main details and characteristics of the product.
4. Additional motivation : Reduce the obstacles to purchase that might remain (“Will it go?”; “Do others love it?”) With credibility, social proof, comments on the product, or a call for action.

6 things to find absolutely on a product page

Now that you know how to build the text of your product page, let's move on to the rest of the content. Some elements must absolutely appear on your Product page To maximize the chances of conversion. Here they are:

#1 Create a feeling of emergency

Depending on XL conversion, you can Increase your sales by 332 % By creating a feeling of rarity and emergency. You can also increase your conversion rate Thanks to that.

The emergency helps to transform the occasional browser into a buyer, quickly. When your customers travel your shop, an excellent product will seduce them. However, the presence of a countdown on the page can Encourage the Internet user to buy right away.

The use of applications countdown As Hurrify can contribute to creating a feeling of urgency. You can write your own text or choose from a list of examples. A text indicating Limited quantities can help create a feeling of raritywhich can promote sales. However, you can choose to test Different texts to see which the conversions increases the most.

#2 Intuitive layout

Your customer must be able to know how to use your website, even if he does not understand the language. Your online store must integrate a general layout of the products. Do not use funky and impractical layouts, as they may confuse customers or frustrate them. Stay simple !

Most of the time, the image of the product is on the left. The text of the product is on the right and the “Add to the basket” button is close to the rest and clearly visible.

In addition, when you choose a theme for your shop, make sure it looks like others Popular websites in your niche. Many will tell you to stand out from the competition, but it is generally a bad advice when it comes to the layout of the products.

#3 sharing buttons for social networks

The pimples social sharing are perfect for Promote your product pageespecially when you have a popular product. Unfortunately, they can also have a negative effect on your conversions. By performing A/B tests on your shopyou can determine whether social sharing is suitable for you.

According to VWO, the A/B tests on social sharing buttons pointed out a 11.9 % increase in clicks on calls for action when they were withdrawn. They stressed that sharing buttons for social networks are useless if no sharing is made by the community.

Therefore, if you are a new store, it may be wise to remove social sharing buttons. Consider reinstating them in your shop once you have constituted an audience and that you will have sent Large quantities of traffic towards product pages.

#4 Information on shipping costs

The mention or presence of an icon indicating “free delivery for orders above x €” or “free delivery in France” allows customers ofoverrun fast information relating to delivery.

By presenting this brief information directly on the product pageyou prevent the customer from changing the page to get information elsewhere. Highlighting the free delivery conditions allows your customer toAdd other products to your basket If he wishes.

#5 Customer reviews

It is essential to have customer reviews on your product page. If you attract traffic to a product page, Reviews on your shop can give Internet users an additional boost to conclude the sale Without having to do much.

According to Emarketer, customer opinions are 12 times more reliable that the descriptions written by the employees themselves. Thus, customer opinions can always contribute to stimulate your sales And to convert the customer (if the comments are positive).

You can use an application like Product Reviews Addon to automatically contact customers after their purchase so that they give their opinion. This will allow you to'Increase your opinions quickly and with a minimum of work.

#6 Recommended products

Although you want to perform an A/B test to find out if it will contribute to conversions, recommended products encourage customers to stay on your site a little longer.

Often, on clothing e-commerce sites, models wear a complete outfit, not just the room in the customer's basket. If you sell the matching skirt or the earrings that the model bears, having them in your recommended products will help customers complete their look.

Regarding recommended products, Avoid offering products that may seem too close. This can lead to a certain confusion with the customer and a drop in sales. Indeed, A wider choice required a further reflection.

For example, you can still cross -selling With a similar type of product, such as a blouse. However, blouses must be different from each other to encourage the sale. Recommend a skirt as a cross sale that completes this specific blouse can also work very well. That simplified also the decision When you create a full outfit for your customer.