A well put-together product page can be as important as a website’s homepage, but is often overlooked by marketers. Product pages act as a substitute for a tangible object or a helpful store assistant - and have the power to make a sale, or lose a customer. The most effective product pages excel in five areas - here’s how to make yours do the same.
The best product pages are in-keeping with brand look and feel, but are also easy to navigate and uncluttered. Many use white space to break up blocks of information, and a tab functionality to stop overcrowding.
Ideally, the most important information - product name and a brief description, images, price and delivery information, should sit above the fold when the page is displayed on a desktop - meaning that the user doesn’t need to scroll down to find any of these key details. Mobile users are more likely to scroll, but again, key information should sit within the top half of the page. Finally, call to action buttons such as ‘Add to basket’ should be prominent on the page, and are often a different colour to alert users to their presence.
Contemporary fashion brand, Wood Wood, uses a very clean lay out on its product pages that makes it easy to view product details as well as showcase high quality imagery. The overall look and feel matches the brand, and the ‘add to bag’ button stands out on the page. The most important details are above the fold, and the overall effect is orderly and uncluttered.
Studies suggest that large, high resolution product images have a positive effect on the rate of conversion - meaning that better pictures lead to higher sales. With this in mind, product images should occupy a large area of the page, and if possible, feature a zoom or 360° function. These photographs supply marketers with the opportunity to capture products in a certain aesthetic - giving a taste of the lifestyle associated with the brand, and potentially increasing the likelihood of a sale.
Luxury British brand, Mulberry, uses extremely good quality photography to portray its products online. Images on the brand’s product pages cover at least 60% of the screen, and show products in granular detail over 6 or more different pictures. This kind of transparency is especially important in the luxury market, where customers part with a great deal of money for a product, and expect only the highest quality in return.
Video can also be used to show products in action, and to connect with the users on a more emotional level. It offers users a chance to see a product actually being worn, or functioning in a certain situation. Online fashion retailer, ASOS, uses catwalk footage to show its products on real models, set to a soundtrack of popular music. This feature adds to the user experience, and may even help to reduce volumes of returns, as customers gain a better understanding of a product before they purchase it.
In its simplest form, a product description is a list of specifications; but it can also communicate brand personality and infer a certain type of lifestyle.
Ultimately, the aim of a product description is to help customers find what they’re looking for, with a view to increase sales and overall basket value. Copy needs to be clear and concise, designed to drive traffic to your website from online search engines, and to persuade potential customers to become actual ones.
Creating good product descriptions comes from a thorough knowledge of a brand’s tone of voice, target consumer, and a knack for storytelling. Take a look at our previous blog post on perfecting your product descriptions for a more detailed guide to writing persuasive product copy.
Product pages can be greatly supplemented through the use of good quality, on-brand UGC. Whether it’s through an image, video, or product review, UGC helps establish trust in brands, as well as build consumer confidence - something that’s particularly important when selling online. Effective UGC comes from existing customers, who are relevant to the brand’s target audience and fit with its overall ethos.
Womenswear retailer, Oasis, uses UGC to promote customer advocacy as well as push users closer to the point of conversion. The brand’s ‘Oasis My Way’ initiative encourages customers to publish images of themselves wearing an Oasis product to the brand’s online gallery. These are then pulled into the relevant product pages, so that they can be viewed by users who are looking at the items.
Not only does this system reward existing customers by placing their images on the website, but it also helps potential customers to form an opinion about a product and hopefully proceed to a conversion. These self portraits can also be curated by Oasis, to show only the most on brand looks from aspirational customers.
Finally, there are many extra features that can enhance a user’s experience on a product page. These include the ability to save items to a wishlist, check which stores an item is available in, live stock level information, and social sharing functions.
Another feature that can add value and potentially increase basket size, is the use of a ‘wear with’ or ‘get the look’ functionality - a block showing complementary products that can be used to style the selected item. Contemporary high street retailer, Whistles, does this well, showing users a small selection of pieces that can be teamed with the selected item, or are shown on the model in the image. This not only assists the user with product selection and outfit inspiration, but also helps increase basket size and again, can help to drive a user closer to conversion.
Overall, product pages really do have the ability to create new customers, and are vitally important when it comes to increasing conversion rates. From design and copywriting, to user experience and styling advice, effective product pages utilise a wide range of elements to create a stimulating experience for a customer that not only entertains them but also spurs them towards making a purchase.
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