All product pages are created equally… right? In fact, you can use just about any “out of the box” template and get sales right away.
Umm, sorry friend. That’s not the case. In fact, as an e-commerce business owner, your product page should be the first thing you customize. Because at the end of the day, product sales are how you make money. And an optimized product page is going to help with that.
Just because someone’s landed on your product page DOESN’T automatically mean they’re going to click “Add to Cart”. I mean, they’re definitely closer than they were on the Shop page, but they’re not there yet. You still need to provide a little selling action. And how exactly do you do that? With these four things:
Item One: Stunning Product Photos
It goes without saying that a picture is worth a thousand words. So take that to heart and make sure you’re adding stunning product photos onto every single one of your product pages. Humans are visual creatures, which means we’re more likely to purchase something the looks pretty.
I’m not just saying that… research shows that 75% of online shoppers rely on product photography when it comes to figuring out what they want to buy. Don’t believe me? Check out the article on Retail Technology Review.
Item Two: An Accurate, Well Written Product Description
If your products only have one or two lines in the description section, you’re seriously missing out on a prime selling opportunity. Yes – you still need to provide a description for something as simple as a t-shirt. Not only does it help with search engine optimization, but it also makes your products more desirable.
Stuck on what to say or how to best describe your products? Start by explaining the benefits of each one. You can talk about the look, feel, or “hidden use” of the item. Put on your selling hat and try to figure out your favorite things about the product.
If you’re still having a hard time, there are tons of tips for writing great product descriptions online. A quick Google search should help you out, but you can also use an AI tool like ChatGPT to get you started.
A quick note here: make sure you personalize your descriptions rather than taking the “cookie cutter” description you might get from a vendor.
Item Three: Obvious Pricing and Item Details
I know this might seem like an obvious one, but believe me – it’s not. Make sure that your product’s price is displayed CLEARLY and ACCURATELY. No one likes to be surprised when they pop into their shopping cart to see that the product has magically increased in price.
You should also make sure to include all of the little details that your customer will benefit from knowing. Does that sparkly unicorn t-shirt run a little small? Add it in the description so customers know to order a size up. Your return policy will thank you!
Item Four: Related Products
If you’re not including related products on your product page, you’re missing out on the potential for more sales. Most platforms will let you add a line of products that are similar or go well together.
This can be a great way to encourage your customers to shop a little more, or find something to compliment their latest “add to cart” item.
In the world of e-commerce, your product page is your ultimate sales pitch, and it’s where potential customers transition from browsers to buyers. Remember, not all product pages are created equally, and a generic template won’t cut it. Your product page deserves the spotlight, and these four essential elements are your secret weapons for success.
By incorporating stunning product photos, crafting compelling descriptions, offering transparent pricing and details, and suggesting related products, you’re not just selling items; you’re creating an immersive shopping experience. So, invest the time and effort in perfecting your product pages, and watch as they become the driving force behind your online success. Your customers will thank you, and your bottom line will too. Happy selling!