8 Tips on How to Build a Better Product Page

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.

Well, you don’t have to compromise or become a tech-savvy person to take full control over your e-commerce site. There are simple techniques used by the most successful e-commerce websites you can learn from. So, sit back and relax, you are about to discover 8 simple tips that you can easily implement within your product website and go from zero to one.

Keep it Clean

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? You were asked to do the same by your parents. This is the same thing you must do for your product page.

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 by using toggles, accordions or any other content elements. Keep your customer focused on the most important parts – Purchase button.

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

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 a must have for 99% of products pages. You want to have your customer attention, you want them to see their purchase in addition, tease them and give the feeling that the product is just a click away.

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

The quality, it is the most important part, you can not underestimate this factor. You do not want to purchase products that look bad on preview, guess your customers will think the same.

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

So, how many images should I have on my 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 through and think of additional features, like zoom or preview.

With media in mind, you can go even further and think about video preview, in case you have any. The video is more effective once it comes to showcase products and give customers 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 decision and improve conversion rate. 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 existing piece of content. There is no need to push customers to download hundred page documentation or reviews.

Separate product description from technical characteristics. Make sure to list all of the characteristics in a table format to improve readability.

Again, stick to the accordions or tabs to structure information. In addition, it will help you to discover key attributes for decision-making process as you will be able to track those parts independently.

Mobile 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.

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. Get rid of them. 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.

Social Share

Social proof is a powerful weapon you can and should use on your product page. Here you will need to work on two front simultaneously, 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 and a number of likes and shares are able to influence their decision. On the other hand, people who share information about your product online act like a free advertisement.

If you are running WordPress, I am sure you can find free or premium plugins for adding social share buttons so you do not have to code anything.

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. And ‘Add to Cart’ …

Products that complement one another is a good fit for ‘Related Products’ option. But that is not all, 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 is at least one more thing necessary apart from your product for the customer to solve his/her problem, it is the best time to have it listed as related product.

A/B Testing

The tip that compliments all the mentioned above. With A/B testing you can easily check different variations of your product page and make right decisions based on data.

Create two variations of your product page and measure conversion rate. The trick is to define right scope for your changes as you want to test one hypothesis only. 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 can think of it as a Lean Startup – Build, Measure, Learn but replace Build with Optimize and/or Refactor. It will help you to determine things that work best for your industry and focus on them.

Have you incorporated any of these tips? Any other? Share your own experience in the comments below.