We are the SEO Smart team, and today we will reveal the secrets of creating the perfect product page. Our many years of experience show that this page is one of the key links in the sales chain. It can both attract and repel the customer. So, let’s take a closer look at how to make it as effective as possible.
Why is the design of the product page everything to you?
Imagine you’re walking into a regular store. If the premises are dirty, the goods are scattered all over the shelves, and there’s no consultant in sight, you’re likely to just turn around and leave. Unfortunately, a similar situation often occurs in the online world. An inconvenient interface, unclear navigation, or a product page overloaded with unnecessary information forces potential buyers to go to your competitors without hesitation, where everything is clear and pleasant.
A professional product page design is not just an aesthetic whim, but a strategically important tool that directly affects your income. It’s an investment that pays off with a surplus. Let’s take a closer look at why:
- Increases trust: The first impression is the most important. A neat, thoughtful, and modern website interface, in particular, the product page, subconsciously tells the visitor that you are a serious company that takes care of its customers and reputation. You invest in user convenience, and therefore, you deserve trust. This creates a sense of reliability and security, which is especially important in online trading. The customer understands that they are dealing with professionals.
- Increases conversion: The key goal of any commercial page is to make a sale. The easier and faster a potential buyer can find all the necessary information about the product, view it from all sides, understand its advantages, and ultimately make a purchase, the higher the likelihood that they will become your customer. A well-thought-out design eliminates all obstacles on the path to purchase: intuitive navigation, clear calls to action, a convenient ordering form – all this works to increase conversion. Every click should bring the customer closer to making a purchase.
- Improves the brand image: The product page is the face of your brand in the online space. High-quality, stylish, and unique design is associated with a high-quality, reliable, and prestigious product. It forms a certain image of your company in the consumer’s mind, favorably distinguishes you from competitors, and increases customer loyalty. This is a long-term investment in reputation, which allows you to shape positive brand perception.
- Increases the average order value: A properly designed product page will allow you to easily offer related products, sets, or more expensive analogs. Increasing the number of items in the cart has a positive impact on total revenue.
In other words, the design of the product page is not just a “beautiful picture,” but a powerful marketing tool that works for your success 24/7. It affects brand perception, user behavior, and ultimately, your sales. So, don’t save on design – it’s an investment that will definitely pay off.
The anatomy of a perfect product page
We at SEO Smart, based on our experience and numerous studies, highlight several key elements whose presence is a necessary condition for creating an effective, selling product page. These elements work together, complementing each other and creating a complete picture for the potential buyer.
Let’s start with navigation, which serves as a compass for the user on your site. It should be intuitive and provide an easy path to purchase. The so-called “breadcrumb” plays an important role – a chain of links that shows the path from the main page to the current product. This helps the user navigate the site and quickly return to previous sections if needed. A convenient, logically structured menu with clearly defined categories and subcategories is another important aspect. The customer should be able to easily find the desired product groups. And, of course, you can’t do without a site search function, which allows you to instantly find a specific product by name, article, or keywords.
Next, we move on to visual content, because, as you know, it’s better to see once than to hear a hundred times. People are visual, and high-quality images play a crucial role in making a purchase decision. Therefore, the product page must have high-quality product photos from different angles, demonstrating it in detail. It’s ideal if these photos are high-resolution, with the possibility of zooming in, so the buyer can carefully examine every detail. If possible, add video reviews. A short video that shows the product in action, its functionality, and advantages can be much more effective than dozens of static images. In some cases, it’s useful to use 3D models that allow you to “rotate” the product virtually and view it from all sides.
Text content plays no less important role. It informs, persuades, and pushes to buy. The product title should be short, capacious, and informative, necessarily containing keywords that users will search for this product. The product description should reveal all its advantages, features of use, key characteristics. Write in simple, understandable language, focusing on the needs and interests of your target audience. Don’t forget about the block with detailed characteristics, where the main parameters of the product are listed: size, weight, material, completeness, color, etc. And, of course, the culmination – a call to action. A clear, persuasive call (“Buy”, “Add to cart”, “Order now”) should be highlighted visually – with a bright, noticeable button that won’t get lost on the page.
An important aspect is social proof. People tend to trust the opinion of other people. Therefore, the presence of reviews from real buyers significantly increases trust in the product and the store in general. Ratings in the form of stars are a quick and convenient way for the user to evaluate the product. And if your product has certificates of quality or is covered by a warranty, be sure to indicate this – it will further emphasize its reliability.
Transparency and benefit are two more key principles. Clearly indicate the product price, and if there are promotional offers or discounts, be sure to highlight them visually to attract the buyer’s attention. Don’t forget to provide complete information about delivery conditions: cost, terms, delivery methods. It’s also important to clearly prescribe the conditions for returning the product – the buyer should be confident that they can return the product if it doesn’t fit them for some reason.
To increase the average order value, we recommend adding a block “Similar products” or “Buy with this product”. This will allow the buyer to get acquainted with other products in your store that may interest them and make an additional purchase.
It’s also worth informing the buyer about the product availability. Phrases like “In stock”, “Ending soon”, or “On order” will help navigate.
Mistakes to avoid
Unfortunately, there are a number of typical mistakes in the design and structure of product pages that negatively affect the user experience and, as a result, reduce sales. Let’s consider the most common ones so you can avoid them:
- Information overload: The desire to fit as much information as possible on one page often leads to the opposite effect. Huge blocks of text, small, unreadable font, lack of free space (“air”) between blocks – all this visually overloads the page, complicates the perception of information, and repels potential buyers. Instead of carefully studying the product, the user feels tired and irritated.
- Problems with adaptability for mobile devices: A significant part of internet traffic falls on mobile devices. If the product page is not correctly displayed on smartphones and tablets (inconvenient menu, too small font, problems with image scaling), you lose a huge number of potential customers. Adaptive design is not a luxury, but a necessity in the modern world.
- Lack of call to action: Even if all other information is presented perfectly, the absence of a clear, understandable call to action can significantly reduce conversion.
Creating a perfect product page is not a one-time task, but a continuous process of testing and improvement. Analyze user behavior, experiment with different elements, and you will definitely find the formula for success for your business. And if you don’t want to spend your precious time on such nuances, the SEO Smart team is always ready to help you create an online store website! Send us your application, and we will make your business successful.