Product Page
Add caption

Product pages are the main sales hub for a given item in your store’s website. They’re where customers can find out all the relevant information they need, decide if your product is right for their needs, and complete the transaction. Product pages perform a pretty straightforward function. However, they can also be used to increase the number of people who actually follow through and complete their purchase — or, as it’s known, converting. 

In this post, we’re diving deep into how product page information is crucial for converting potential leads into customers — and hopefully returning customers. Take a look, and see how you might optimize your product pages for maximum conversion optimization. 

All about conversion rates

Let’s break down some of the technicalities. As we said in the intro, converting is when someone follows through with a purchase. If you have an online store, you’re probably tracking page views. Getting tons of people on your page is great, but without high-converting pages, you’re not optimizing your online sales model as well as you should be. Here’s a key term you should know.

Conversion rate: the percentage of people who visit your product page and follow through with a purchase.

Managing an online store is often an exercise in conversion rate optimization, or trying to boost the percentage of people who visit your page that actually follow through with a purchase. Intuitively enough, the higher the conversion rate, the better. You want people to feel confident that, once they’ve viewed the product and all its details, it’s exactly what they need. 


Top-notch conversion rates peak around 10% to 11%. However, aiming for even a 4% or 5% conversion rate will still boost your brand significantly. One way to do that is by providing clear, compelling information on your page.

Using product info to boost conversions

One of the trickiest aspects of selling products online is that customers can’t get an up-close and personal feel of the product. Whether it’s power tools or trendy clothes, it can be hard, as a customer, to feel secure in your purchase when you’ve never physically felt the item in question. This uncertainty can lead many potential buyers who might be genuinely interested in your products to give them a pass. 


You can counteract their nervous reaction by providing ample information instead. Users who feel secure that they know exactly what they’re getting, trust your brand, and will happily follow through with a purchase.

What information to include

The exact information that goes on your product page will depend on the exact product you sell. However, there are some generalizable kinds of information that all product pages must include if they hope to achieve higher conversion rates.


High quality photos

Converting Leads

First and foremost: people want to see what they’re going to get. Having a range of well-lit, high quality photos is essential. 
  • Use a professional grade camera, and hire a professional photographer if you can.
  • Having a mix of photos, some on a neutral backdrop and some showing the product in-use, is important as well.
  • Users will want to see how the product appears when being used in a natural context, like seeing a runner wearing your boutique running shoes, or seeing your custom furniture in a well-decorated living space.
  • Even if you offer services or software, not physical products, beautiful stock photos — especially ones that depict happy customers — still boost your page’s appearance. Take a look at this tax software product page as an example.
  • A picture speaks a thousand words, so having engaging product photography is already a way to ensure customers get a clear understanding of your merchandise.

Product dimensions

People want to know how big your product is before they complete their purchase. This is especially important in clothing, as customers are unable to try on the product before they purchase it. Clothing items sold online should include the following dimensions:
  • Top-to-bottom length: how tall do you have to be to comfortably fit a size Medium? How long are the inseams on the pants you’re selling? Make it clear on your page.
  • Waste or torso measures: people of varying girths want to know how the clothing may fit around their midsection. Providing measurements makes it clearer.
  • General fit: is the product intended to be slimmer-fitting, or is it roomier? Should customers size up if they want a roomier fit? Be sure to indicate this.


For non-clothing items, it’s smart to include this kind of size information:
  • Weight: how heavy is your product? Will customers be able to comfortably lift it when they move the package into their home?
  • Length, height, and width: provide the basic dimensions and volume of your product. Are your books pocket-editions, or coffee-table volumes? Will your custom lamps fit on a bedside table? Be clear and concise.


Product specifications

The specific materials, intended uses, and ideal operating conditions of your product should be indicated in a panel somewhere on your product page — usually, site builders choose to include this in the lower half of the page. 

Product specs are also a place where you can really try to sell. Rather than simply informing that the jacket you’re selling is a blend of cotton and elastic, use the product specs as a place to sell this feature with enthusiasm. Breathable, 4-way stretch fabric blend moves with you, is much more engaging than just listing the materials. The highlighted features, each with custom graphics, displayed by this sleep chocolates product page are a good example of using specs to sell your product.

Reviews


Reviews

  • Reviews are the last and potentially one of the most important pieces of the puzzle. Personal testimonials from satisfied customers make potential customers much more secure in pulling the trigger and buying your product. The way you present reviews matters, too. Consider these tips:
  • Prominently feature glowing testimonials on the page. Having authentic and happy customers’ words front and center can boost your conversion rate substantially. 
  • You should still feature critical reviews. Customers will be suspicious if there are only overly enthusiastic responses. 
  • If you can, develop a tool that allows customers to see the most helpful positive and most helpful negative reviews. 
  • Product pages should entice customers, inform them, and give them the security to complete a purchase. With the right information, your leads will become customers — boosting your conversion rate and your business. 


Author Bio

Samantha Rupp holds a Bachelor of Science in Business Administration and is the managing editor for 365businesstips.com. She lives in San Diego, California and enjoys spending time on the beach, reading up on current industry trends, and traveling.