Have you ever thought about your product page as a sales page? Based on the content you offer, site visitors decide whether to buy right away, think about buying later, or never visit again again.A poorly designed product page costs money and opportunity, so it’s crucial to have good structure and flow. Let’s go over some winning strategies for product page development.Click here to schedule a personalized strategy call with one of our experienced conversion specialists.
How Do Product Listings Help Convert?
Product listing pages drive awareness and conversion.Your visitors probably found your online stores by searching for information about the products. Unless you’ve got some killer blog content, product listings are what potential customers see when they try to find you.That being said, there’s tons of work that goes into awesome product pages. From adding high-quality images and videos to writing product descriptions, business owners have an array of elements they need to consider to create high-quality product listing pages.A well-optimized product listing can boost conversions because it:
- helps you better understand your target audience and their behaviors.
- helps your target customers discover your products and services.
- gives insight into how different products are performing and how to improve their performance.
- boosts customer engagement rates.
- streamlines the shopping experience, encouraging customers to complete their purchases.
- reduces the time customers take during the checkout stage, encouraging them to complete their orders.
How to Visually Design Well-Optimized Product Pages
Let’s look at 5 winning design principles for product pages:
1. Motivational/Informational Headlines
Your headlines must blend motivational wording with the vital information potential customers need to convince them to purchase your product.Include the product's name and any crucial descriptions, such as model number, colors, or branding. Potential customers searching for specific products are your highest valued traffic because they’re the most motivated buyers. Reward their motivation with streamlined information.You can also add a one-sentence pitch by selecting the most important product feature and communicating its value to your target audience. (Uber’s one-sentence pitch is, “Tap a button, get a ride.”)
2. Use High-Quality Product Images
This is crucial for any product page. If you can’t see what you’re buying, why commit to a purchase?Your images should load quickly, be prominent, and have options to zoom in to see the details. The more photos you add to your product page, the better, so display your product in different contexts and at different angles. Also, consumers want to see your products in action. For instance, if you own an online clothing store, apart from displaying photos for each product on your product pages, you must also include official mannequin photos.
3. Include Videos on Your Product Pages
Videos offer a powerful way to convince potential customers to buy your products. With a video, it’s almost as if a customer is shopping in person.For instance, if you own an online shoe store, you can use videos to show your customers how your shoes look on real people. Videos of models walking back and forth with your shoes can help shoppers understand what the shoes look like and how they'll fit.
4. Use Eye-Catching Call to Action Buttons
How will prospective customers buy your products if they can’t find a call to action button to click? The “Buy Now” or “Add to Cart” button must be impossible to miss, even for those customers that aren’t internet savvy.Thus, your call to action buttons must have big fonts and colors that stand out from the rest of your product page. Further, your call to action buttons must be in places that are easily accessible. Ideally, they should be at the top of your product pages, so your web visitors don’t have to scroll through your product page.
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5. Include Detailed Product Specifications
Lots of visitors are just there to compare. However, it’s difficult to compare products without details, whether they’re comparing other products to items on your website or ones on a different website.If your product pages hardly have any information and your competitor’s pages have a lot of copy, potential customers are more likely to buy what your competitors are selling. This is especially true as products become more precise or technically complex, such as electronic appliances and tools. Also, it’s true for outdoor gear, clothing, food, and home decor. For example, would you buy a smartphone online with just pictures, or would you also want to see the phone's specs and descriptions?The secret is not to overload your product listing pages with too much copy. Because once prospective customers can’t find the information they need, they may not buy what you’re offering.
CloudApp keeps their up-front descriptions simple, with options to expand deeper. Most of their customers aren’t tech wizzes, so they appreciate CloudApp’s down-to-earth style.
How to Cross-Sell & Up-Sell on Product Pages
Cross-selling is when you offer a customer additional products besides what they have on their cart. For example, when a person buys a smartphone, they may see a cross-sell offer for a power bank and a headset. On the other hand, upselling is when you offer upgraded versions of the product a customer wants to buy. So, from the example above, an upsell offer would include a smartphone with a more powerful camera.
1. Get to Know Your Target Customers
If you want to cross-sell and upsell successfully, you must take time to know your target customers. The more you know your target audience, the easier it’ll be to establish what offers may boost sales. That’s because targeted marketing is more effective than sending blast emails or showing every customer one offer.Thankfully, there are many ways to develop customer personas and understand your target audience. For instance, you should review customer feedback and your Google Analytics account to segment your customer base. This way, you’ll gather relevant information to help you create a cross-sell and upsell offer that will appeal to every customer.
2. Leverage Well-Timed Pop-ups
Pop-ups are an effective way to connect with web visitors, no matter where they’re on your site. They allow you to reach your target customers and encourage them to take action. Sometimes, their goal is to drive sales; other times, you can leverage them to cross-sell and upsell additional products on your website.However, to make pop-ups work, you must create multiple variations of your offer based on the needs of the customer visiting your site. For example, a shoe store could show customers relevant cross-sell offers based on what they have added to their cart. If a customer added a pair of sneakers to their shopping cart, you could show a matching pair of socks or insoles that can complete their new look.Don’t shy away from experimenting with different calls to action and different pop-ups to see what generates better results. A/B testing can help you improve your upsell/cross-sell strategy, leading to more sales.
3. Give Your Customers More Options at Checkout
When a potential customer makes it to this part of your site, most probably, they’re ready to buy what you’re offering.There are many ways you can encourage customers at this stage to spend more money to get more value. One effective way is by showing offers with products relevant to what’s in their shopping cart.Remember the socks and insoles example from earlier? Here, you should consider offering the customer a discounted bundle. So, rather than buying the two products at $30, you could offer them a 15% discount, which means they can get the two items at a much lower price. Small incentives such as this will go a long way in increasing your conversions and sales.
Design Product Pages that Boost Sales
Product listing pages are one of the most effective ways to influence customers’ purchasing decisions. If you take your time to create a well-optimized product page, you’ll see improved conversion rates, more sales, and happier customers. Click here to schedule a personalized strategy call with one of our experienced conversion specialists.