Anatomy of Sales-Driving Product Pages for Web Stores




  • by Yash Mehta April 11, 2016
    April 11, 2016

    People make hundreds of decisions every day and many of them are about buying. Be it a new car or just ingredients for dinner, customers prefer one thing and put everything else away. Psychologists claim that consumer making a subconscious choice takes about 10 seconds. That’s why sellers put such an effort into product packing, bright signs, and other eye-catching marketing. E-commerce merchants should do the same, so it’s time to figure out how to make a killing product page.


    The first thing you need is a jarring product description. Of course, it has to be unique; it’s well-known that Google and other search engines chastise sites and pages with duplicating content. The product description should also be useful; describe benefits and features to show the real value. Plane marketing calls about best of the best items that you should fall in love with as soon as you have it – this stuff doesn’t work.


    Remember to weave SEO keywords into the text. Keys will boost your ranks as well as help to create an efficient internal site search tool. Customers look for a product using certain words and they need to get relevant items in search results. Try not to go over the edge with SEO though; the text should sound natural without any awkwardness. Remember, that you sell to people, not to search robots. When you are done with the description, read it three times. If you still like it – go ahead and post.


    One last thing about description: highlight the most important features. Some shoppers just scan the text diagonally without the actual reading, so you need a way to draw their attention.



    Just a look through this product description on firebox makes me want a cup of this tea!


    Pictures make the difference! When shopping through the Internet, people save time and avoid crowd but they also loose the chance to actually picking something up and examining it by touch. Store owners should make up for it by providing large product images. Show the item at different angles, enable zoom or go an extra mile and make videos. Give customers a sense of the product through visual info. Also, make sure that each photo can be viewed without leaving the product page; shopping shouldn’t be interrupted by unneeded page loads.



    With such a variety of pictures and zoom options, it’s impossible to miss a spot of these Zappos shoes.


    Clear call-to-action button is the next step on the path of creating a successful product page. Remember that at this stage of a potential purchase, confusion is your enemy. You’ve caught attention by an appealing description and decent product images and the customer is ready to pay money to get such a cool product but doesn’t understand how to pay. This is not what you want to happen! Make sure that your call-to-action button is large enough and instantly visible on the page. It may say ‘Add to cart’ ‘Buy now’ or something else as long as the message clearly means purchase. Don’t be afraid to experiment with the text; the right message can dramatically increase sales!



    Asos ‘Add to bag’ CTA almost makes it feel like you are in an offline store with a crunchy paper bag full of new clothing.


    Many web store owners have proved in practice that people tend to make purchases at the very last moment when the item they want is just about to disappear. It happens due to a simple psychological mechanism: customers feel scarcity because they may not get this desired thing and would have to go through an unnecessary fuss of searching for another store or product. A sense of urgency pushes them to buy immediately without taking more time to dwell over the purchase. Tools like custom stock status are secret weapons of e-commerce merchants to make buyers rush for shopping.


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    Delivery options are also very important for online shoppers. All terms, fees or an offer of free shipping need to be noticeable and clear. Often quick and convenient delivery is a key to the actual purchase. Don’t try to cover shipping expenses. 43% of buyers abandon their carts due to unexpectedly high costs of delivery.



    Ao.com is very convenient for that matter. All the main product info like price, ‘Add to cart button’, delivery options and product features are gathered in one comprehensible block.


    Opinions matter! 70% of online shoppers browse through reviews every time they make purchases. But you don’t really want to waste space on your product page for loads of text with buyers’ reviews. What to do? That’s simple! Put a symbol of an average score (stars for example) on the category page and somewhere at the top of a product page. For details and letters of appreciation, there should be a separate place.


    Reviews, though, work only for those who already are on your web store pages. So basically they step in when a person is already here to become a customer. Make the word of mouth spread even wider by adding social buttons to your product pages. Happy customers or potential buyers will gladly share their wishlists and bits of information about you and your goods on their pages on Facebook, Pinterest etc. This kind of marketing works all the time without investments of time and money. Amazing, isn’t it?


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    Claire’s are making sure that everyone finds out about their products!


    To sum it up, let me share with you the best-ever practice of creating astonishing product pages:



    1. Think of something you wanted to buy for a long time, be it a new cell phone or a toy for your child.
    2. Search for the item online and visit as many web shops as you can.
    3. Examine not only the product you are searching for but also its page. Write down your likes and dislikes.
    4. Based on this analysis you can come up with your own criteria of the perfect product page.
    5. Double profit: you’ve figured what product page of your web store should look like and as a bonus bought the desired product.

    With the combination of The Internet and digital marketing, it has become a great way to reach any audience around the world. Product sellers are no more worried about investing huge capital on infrastructure and other offline materials. Due to the introduction of cash on delivery, easy returns and strict consumer protection rights, people have started trusting offline market’s as much as online.


    I’d love to find out about your experiments on product pages in comments!

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