They are the usual pages – with headers, pictures, and links – only with a twist. Just like your friend Josh – an ordinary guy. Still, everyone laughs at his jokes like he’s Kevin Hart. Before looking for your twist, make sure you have the minimal package of features.
1) Catchy titles to show the name, nature, and purpose of the product. You can write in an AliExpress manner including all-the-keywords-you-can-find-and-more-clothes-tennis-male-hammer-pink. Or you can make it elegant in the manner of Lush where they named the honey soap for kids “Honey I washed the kids”. Punny joke!
2) High-quality photos and videos, displaying the item from different sides and showing different variants of using it. If you sell clothes, it’s a must – to add photos of models of various sizes and heights. Best product websites have this info
3) Descriptions, including sizes, colors, fabrics, shapes, ways of using information about the manufacturer, etc.
4) Practical considerations – ways and timing of delivery, payment options, cross-border taxes
5) Reviews and ratings. It’s a digital word of mouth – a powerful tool of arising trust.
6) Call to action. “Add to the cart”, “Order now”, “Order with one click”, “Choose your size”, “Write a review”. Subconsciously, imperative phrases make us act. So, would you like to read about the twist? Wait, no… Read about the twist!
That is what each product page design has. How to find something special to include in your product pages? It depends on your target audience. For example, Jack is a conservative man. He doesn’t like bright animations and provocative headlines. He just wants to order his pair of pants, peace, and quiet. If he is in your target audience, your special feature would be accuracy and minimalism. And here is Kevin, who likes everything that raises intense emotions. He needs more creative promo videos and unusual photos.
What can make your product page distinctive today?
- Interactive content;
- Distinguishes like “vegan”, “not tested on animals”, “genuine silver” (only make sure it’s true);
- Social media integration;
- Real customers’ photos with the product;
- Influencers/celebrities engagement;
- Tutorials;
- Links to the articles on the subject: “Where can toy learn to sing today?” on the product page with mikes;
- Personalization (e.g. name engraving);
- Compilations of products: “this dress looks good with these sandals”
- Gamification;
- Shipping information and solutions.
Emotions. In general, you need the user’s emotions. The product page is the major place for them to appear because that’s where all the purchases happen.