8 tips on how to build a product page that sell more

Information quality, layouts, content types – everything comes into account when we talk about e-commerce. There are no compromises to be made as it will define either your potential customer will convert or not.

The good news is that you don’t have to be a tech-savvy person to take full control over your e-commerce site.

We will look into the simple techniques used by the most successful e-commerce websites. In the next few minutes, will discover 8 simple tips that you can easily implement within your product website and go from zero to one.

Clean design

Good design is not about adding features, it is about the ability to take them away.

Start by cleaning up your product page for anything irrelevant or causing a distraction. You are asking your kids to clean up their room, right? Now, this is the same thing you should do with your website.

Prioritize all of the content you have on your page and see if there are parts that are not relevant or less important. It does not mean you have to delete them. Instead, hide them under tabs, accordions or any other content elements.

This will help to keep your customer focused on the most important parts – the Purchase button.

Clean product page layout by Adidas
Clean product page layout by Adidas

In addition, you can browse through your color palette and apply simple techniques of color theory to lower saturation or stress out vital parts.

Product showcase

Product image is mandatory for 99.9% of all products – people like to see what they are buying. The image gives them an additional push for purchase and teases them. With image, the purchase is just one click away.

Product's image showcase by Ikea
Product’s image showcase by Ikea

The quality of the images is an important part which you can’t underestimate. You do not want to purchase products that look ugly.

Apart from quality, there are certain formatting rules to follow in order to make your images friendly in terms of social media, SEO, and performance.

How many images you should have on the product page? The ideal number varies from 3 to 7. Having more than 7 images results in too much information to handle and draw your customer attention away from the main goal.

Make sure that your images are easy to browse. Think of additional features, like zoom or preview.

Go even further and think about video preview. The video is more effective once it comes to showcase products and give customers a better understanding.

Call to action

To make a final move towards a purchase, customers may require a small push. You can achieve it by a variety of techniques, like free delivery or full refund. Think of the factors that influence your customers most, maybe it is a premium class support or charity option. All these tricks can help your customers to make a decision.

Small complimentary or stress can push customers towards making a purchase. Click To Tweet

If you are not into giving away more, no worries, consider different technique. Limited time offers can urge your customers as well. In fact, this is what airlines and booking services like Booking.com practice a lot (with a great success.)

Once you decide upon your ‘complimentary’, make sure to stress it out with the help of ‘Call to Action’.

Split information

We already know how to clean up things, now it is time to refactor your content.

There is no need to push customers to read all the documentation you have on your products. Separate descriptions from technical characteristics. Make sure to list all of the characteristics in a table format to improve readability. Use bullet points to improve both – readability and SEO.

Stick to the accordions or tabs to structure your content.

Mobile e-commerce

It is already too late to talk about m-commerce (mobile commerce.) Your customers are using their mobile phones more often than their desktop computers. For some businesses, mobile versions of their shops generate more conversions than the standard online store.

Your e-commerce website must be responsive and adapted for mobile purchases. Review your conversation rate via mobile devices by using Google Analytics or other tools. If you are not satisfied with the numbers, think about how your information is structured and make adjustments.

Optimize your content for mobile, refactor information once again and think if there are parts that are not relevant for mobile users. We use mobile devices a lot, but we rarely read huge articles or browse through tables. Ensure to hide this kind of information and make it available per request. Get rid of the effects like parallax that affects mobile performance and usability.

Social share

Social proof is a powerful weapon to use on your product page. Take care of your social presence and make sure it is available on your product page.

Social share buttons on product page
Social share option on Ikea product page

People love to see what others think of your products and services. Moreover, people who share information work as a marketing channel for your online business.

If you are running WordPress, there are plenty of social share plugins to choose from (or you can code it on your own.) 

Related products

Related product may look like a distraction, but it is a smart move to sell ‘bundles’. I rarely purchase a single book on Amazon Store as there are always awesome suggestions to look into. Also, I want to save on delivery.

Products that complement one another is a good fit for ‘Related Products’ option. And, if you think that simply related products are not for you, go the Amazon way and offer product bundles based on previous purchases.

If there are more things required for the customer to solve the problem, it is the best time to have it listed there.

A/B testing

The tip that compliments all the mentioned above.

A/B testing helps you to run experiments on your product page. The result is to implement small changes and track how they affect conversions. As result, you can make a decision based on data (not your intuition.)

The trick is to define the right scope for your changes as you want to test one hypothesis at a time. Although it could sound like a job for a developer, all you need to have is a WordPress and Google Analytics. You can learn how to set up A/B testing within your site easily here.

Conclusions

Building your perfect product page is an iterative process. You will have to run multiple experiments and fail before building a perfect product page.

Have you incorporated any of these tips? Do you know any more tips that worked for you? Share your experience in the comments below