9 Steps to the Perfect Ecommerce Product Page
By Business 2 Community
What are the elements that make up a high converting e-commerce product page?
Jeff is excited about launching his online business. He’s generating a ton of traffic to his product pages, but his conversion rates aren’t so hot.
Upon further examination of his product pages, he’s noticed they’re bland. Product descriptions are copied directly from the manufacturer. The resolution of the images is low. Pages lack reviews. The list of flaws goes on.
Right now, Jeff is asking himself some questions.
How can I increase conversions?
How can I boost sales?
How can I promote my company as a trustworthy brand that sells quality products?
Have you been asking some of these questions?
I’m about to take you and this person I just made up on a journey to explore the key elements of an effective product page. We’ll also look at awesome examples of real product pages.
So, let’s begin.
What You Need to Know
While there is no magic formula that will turn any product page into a conversion optimization machine, research shows that a few factors heavily influence the success of a product page. Here are some points to keep in mind.
Number 1: Write Jaw-Dropping Product Descriptions
Every product description must uniquely highlight the benefits of your product while clearly explaining its features.
Keeping your product description unique will also keep you safe from Google’s ranking algorithm, which penalizes pages with duplicate content.
Write for Your Audience
Your product description needs to speak the tone that your customers expect. For example, the tone of a website selling baby products should be warm. Meanwhile, you would not want to use a tone that’s immature if you sell clothing to a sophisticated clientele.
Keep your tone consistent. Remember, you’re building a brand. Your copy must reflect the feel of that brand as it’s presented through your advertisements, your social media channels, and everything else.
Check out the copy on the product page for Fitbit Flex.
It’s a rather complex device, but it’s most important features are described above the fold: “During the day, it tracks steps, distance, and calories burned. At night, it tracks your sleep quality and wakes you silently in the morning.”
The copy also contains words and phrases that speak to Fitbit’s active audience
- “It’s the motivation you need to get out and be more active”