Business

5 Elements for Creating eCommerce Product Pages That Sell

For any eCommerce business the lifeblood of the company is their product pages. Product pages are where your customers make the decision to either buy from you or go somewhere else to buy – somewhere else with great product pages. A product page should give your potential buyer all the info they need to make that purchase decision, and good product pages get them excited at the prospect. But how do you go about creating great product pages? That will vary, but below are a few non-negotiables when it comes to elements needed for your product pages.

Far too often I see eCommerce stores sacrificing the quality of their product pages for the sake of having more products. The more products you have the less time you have to make striking product pages, so stop trying to be the Amazon.com of your industry and focus on fewer products but make those products pages memorable. Plus having fewer SKUs to worry about has a ripple effect across all areas of your business. Do what you do with fewer SKUs, but do it well!

1. Images and video

Undoubtedly one of the most important elements needed to sell your product. People (and even more so men) are visual creatures and need high resolution images and videos that showcase the product before making any sort of buying decision. What is high resolution? By this I mean “hi-res” for web which is 500px – 100px anything less and your images won’t show enough detail some customers need, and any more and your customer will be scrolling for days. Video takes much longer to create but can increase conversions rates anywhere from 30-100% – so well worth the effort if you know you’re going to sell/make a lot of a particular product. And if someone else has done a great job with their YouTube video then use that. Just bear in mind that some videos get removed or a taken down so use a reputable YouTube channel, and check those videos every so often.

2. Product descriptions

Your product descriptions should be a mix of detailed info (with specs and technical blurb), features (how can it help me), hype (nothing wrong with sensationalising the product) and a little quirkiness or comedy injected in there for good measure. In an ideal world, craft your own product descriptions. If the product is yours (ie you manufactured it) it’s worthwhile getting professional copywriters to make them stand out. Product descriptions are also a good opportunity to inject your brands personality into. Firebox.com is one such eCommerce store in the UK that creates all of their product pages’ content in house – from the pictures to the copy – it’s good fun just reading some of their hilarious product descriptions.

Myself and Dan from Firebox.com at their HQ in London

Myself and Dan from Firebox.com at their HQ in London

3. Additional Info

Once a potential customer has made the decision that they’d like to buy the product, they then start to weigh up if they should buy that product from you. The big 3 that will help keep them on your site, and that need to be prominent are: availability – is it in stock; dispatch – when will it be shipped, delivery – when will I receive it. Secondary to this, and not necessarily needed on the product page but in full view “above the fold” is contact info (telephone number essential), returns info and procedure, security seal for both credit card and their personal info, as well as any other pertinent info like FREE DELIVERY or other such freebie offers.

4. Other products

You want to keep them invested in your brand and site for as long as possible. Presenting “You may also like” options or similar products will keep them browsing and ensure they’re in front of your brand for longer. “Recently viewed” products are also good to have should the user want to go back to a product for comparison. Offering comparison function is also a good idea for power users that which to compare products side by side – essential for electronics and technology products.

5. Co-branding and Lifestyle images

Some products and brands have incredible press imagery and lifestyle graphics featuring their products being used in the real world, or set in an idealistic or aspirational light. You need to capitalise on this imagery and put it into your descriptions or on the brand’s page. Lifestyle images create a sense of “that could be me” for the user and they begin to start selling the product to themselves, and have an internal dialogue: “well it does this, and I could take it with me there, so-and-so would be super envious….” etc etc. Manufacturer logos are also good to have. It adds another element of reputability as it now becomes connected to your brand. Maybe the customer would have seen that exact logo somewhere else, was intrigued by it or had positive feelings that are now projected onto your brand. It can only help to have these elements there too.

Mantality product page showcasing the essential "above the fold" elements needed to assist a user in making a purchase decision

Mantality product page showcasing the essential elements needed for a user to make a purchase decision

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Mr Mantality

Mr Mantality

Lover of gadgets, men's culture, cool stuff, Earl Grey tea and all things manly. An optimist in his prime. When he's not keeping the wheels turning at Mantality HQ you'll find him trawling the web, and visiting trade shows to find the newest and coolest gadgets. During his down time he's usually with his 2 dogs, on the golf course, cycling or basking in the literary company of Oscar Wilde, Bret Easton Ellis or Martin Amis whilst drinking espresso strong enough to strip paint.

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