If you were a customer, would you shop on your website?
It’s healthy for your eCommerce business if you ask yourself this question from time to time. Does this call of action button work on your friends? Would your daughter want to surf the product pages for hours, choosing the present for her next birthday? Would your co-worker add the website to the bookmarks to order the new shaving kit when he has some spare money?
Would they? Would you?
That’s the feeling your target audience experiences when ordering from you. Coming across the landing page, they test: “Do I need this product? Can I afford it? Is it going to solve my problem? Will the purchase satisfy me?”. As soon as they answer “Yes” to these questions, will they go to the home page – to see if their conclusions were right? The more “Yes’s” and “Wows” you get, the more lasting users’ trust becomes. Now it’s time for the last call. This is when your product page will either ruin all the impressions or make them even stronger. Will it turn your visitors into regular customers? Let the game begin!
Product page design best practices: what are they?
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;
- 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”
- 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.
Get inspired by these product page examples!
“Now wash your hands” states the landing page of this brand’s website not only because of the epidemic but also because they offer handmade cosmetics. To shop you will need to choose the category first and there are many of those: Bath & Shower, Face, Body, Hair, Gifts, and Fragrances. Even if you are not sure what types of hair products exist except for shampoo, there are subcategories. The first things that stand out are the interesting names of the items – not just white soap or anti-dandruff shampoo. They have “13 soap unlucky for dirt”, “Honey I washed my hair”, “Sleepy” and “Karma”. Now – the product page itself.