The Anatomy Of A Perfect Product Page

One of the key differentiating factors that separate good, well-performing eCommerce websites from that of their competitors is the way that their product pages are designed.

While a genuine and quality product is important, a good user experience around the product is what ultimately converts visitors into customers.

If a product page is unintuitive, difficult to navigate, filled with pushy pop-ups, or appears to be unsecure, visitors will fail to feel assured enough to convert and will often leave the website even if they were previously engaged.

Valuable aspects of a product page that can help convert users don’t just come from a nice looking page though. Functionality such as live chat or chatbot solutions to answer any questions potential customers may have are critical in increasing conversions.

Or even sending alerts via email or text for when a product is back in stock are great ways of keeping the customer informed and primed to transact at a later date.

A good product page requires simplicity in order to provide visitors with the assurance, information, and motivation they need.

While most eCommerce platforms will have standard product page templates, make sure your’s include these 5 main components required to achieve that equation, broken down into real-life examples.

1.   SEO

When developing product pages, developers often prioritize a professional, glossy layout with clever content and clear design. While these are key requirements, SEO, or search engine optimization is often overlooked.

SEO focuses primarily on users’ search intent, and in product pages, there are three main places where some basic SEO optimizations must always be present:

  • Product URL. Product URL’s should not look like the website URL with a string of numbers or letters after them, for example, “example.com/p/?=JFHD4293IID.” This is unhelpful for website navigation, and on a base level fails to explain to visitors or Google Search indexing what the product is. Instead, product URL’s should either be presented as “www.example.com/category/product-name” or “www.example.com/product-name”.
  • Product Title and Description. A descriptive product title is necessary to ensure uniqueness to your product, however, it also needs to contain keywords associated with your product. For example “Slimmer Fit Mens T Shirt” or “Galactic Space Women’s Leggings”. This bolsters search rankings and ensures that your customers aren’t confused when trying to find your product in search engines. Going too unique with something like “Galactic Empowered Galaxy Tights” will not drive visitors to your page.
  • You can use a variety of headers for your product pages if design allows, such as H1, H2, H3, H4, H5, and H6. These are doubly important for helping Google, and your users to understand page content, but also to emphasize your USP’s and are also great places to include keywords.

The below product page from Partake Foods is a great example of all of these features combining effectively.

Their URL is clear and easy for users and search engines to read.

The H1 and H2 headers describe not only their product but what makes it unique, all while continuing to target their keywords.

2.   High-Quality Media

According to creative studio Meero, 90% of online shoppers rate high photo quality as the most important factor in making a sale.

Whether a product is physical or digital, adding high-resolution images or videos to the product page can persuade visitors to make a purchase. Many visitors will look at the multimedia before they read a description, so these must be eye-catching and give off as much information as possible.

A good rule of thumb is to use between 5-7 images, to make sure these images show the product from different angles, to show the product in action, and ensure they are the highest quality possible. Don’t use manufacturer supplied products if you can help it. Hire a photographer, or use any good smartphone camera and photo editing software.

A good example of this is reflected in New Look’s product page below. The product images are of high resolution, catch the eye, are displayed in action on a model, and additionally, show the product from a number of different angles.

3.   Call to Action

Product pages can be filled with information, but the most persuasive part of all comes from the Call to Action. The Call to Action must be clear, concise, and easy to find. Some retailers try to be imaginative with their CTA’s, but the best-performing ones follow the traditional lexicon of “Add to Bag” or “Buy Now” as this is what internet users are familiar with.

Again in the below New Look example, if your product page has a number of different Calls to Action, such as finding it in a local store, or options to add to a wishlist, make sure your primary CTA is distinguishable from the others by marking it in a different color or size.

4.   Social Proof

When preparing to purchase a product, consumers often have worries, fears, and anxieties around whether the product is genuine, reputable, or beneficial. If they are visiting a new store, they may also have concerns about legitimacy or security.

Social Proof is the tool needed to gain customer trust and confidence and usually takes the form of reviews or testimonials. Products with more than 20 reviews have been shown to have an 83.85% higher conversion rate than those without, so they are an essential part of a product page and should be displayed prominently.

In the below social proof example, premium wholefood & recipe provider Healthy Chef boosted revenue by 50% by showing customers a gentle reminder of how well rated they were on TrustPilot.  In the health and wellness sector, social proof, and customer testimonials are exceptionally important when demonstrating potential value to consumers so this tactic worked a treat.

5.   Trust Badges

Trust Badges are badges or seals that can be placed on either your homepage or your product page to reassure consumers who may have concerns around the legitimacy and security of your store.

If you are a new store, these can be especially important if you do not yet have a collection of ratings or reviews to be able to display. By prominently showcasing familiar security badges such as Norton Secure or McAfee, or major bank logos like Visa, Mastercard, and PayPal visitors automatically make the assumption that you are partnered with these brands and feel they can trust you.

A trust badge is most effective on either the homepage of a store or in the purchase or shipping pages.

As an example, New Look proudly displays their trust badges in their footer as a constant reassurance to consumers no matter which page they’re on.

To Conclude:

While there are many components to a high converting product page, the 5 main aspects mentioned above can help to turn bounce rates into conversion rates and are the easiest to implement.

Make sure the eCommerce platform you are using, or are looking at using is able to do all this.

Ultimately, to ensure you have the perfect product page, you need to be able to answer these 5 simple questions:

  1. Is your product page SEO optimized? (Check URL structure, Page titles, Hx tags, etc)
  2. Are you using multiple high-quality images?
  3. Are your calls to actions clear and eye-catching? (Test colors and positions if you can)
  4. Are you using social proof? Have you got reviews present?
  5. Are you showing users they can trust you? (Secure checkout pages etc?)

Nail those and you’re on to a winner!

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Justina Bakutyte
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