The product page plays a key role in generating sales. This is where brands can control their content and collaborate with ecommerce stores in order to optimize products, improve product positioning, and drive online sales performance.
Read on for five key product page elements that will help you increase your online sales and drive revenue.
An accurate and complete product name or title builds trust and helps buyers easily find your product. In relatively few characters, the product title should provide complete info about the product in a compelling way. An ideal product name should identify the brand, product name, size, format, and contain keywords.
The product title is probably the first contact the user will have with the item, so it should be designed to take into consideration the user’s searches, and use the keywords they’ll use to try to find it. The closer it is to the search phrase, the more likely you are to be found!
But, be careful: if you use very long phrases, the result may not be attractive or useful to the user, who may find the title cumbersome and difficult to read.
The image is an essential and decisive element to attract and convert. The main or featured image must be professional and informative. Remember that, in addition to appearing on the product page, this will be the main image displayed as a thumbnail in the search results.
Online stores increasingly offer the possibility of adding more than one image. It’s highly recommended that some of them show the product in real size, thanks to the contextualization or image in use, as they generate greater impact on conversion. The photographs in use should be different depending on the sector to which the brand belongs, since, depending on the type of product, some work better than others.
For example, in the fashion sector, photographs with a model are the most effective, so that the user can see how the garment feels, how it falls, length, etc. In the food category, lifestyle images and those that provide nutritional information on the back label or product benefits are recommended.
Another type of image that helps to increase conversion is a 360º photograph. This format allows multiple perspectives of a product to be shown in a single image, without the need to resort to many different photos. In addition, it allows the user to interact with the photograph by rotating the product, which can be more attractive.
In any case, it’s always advisable to resort to professional and specialized services, such as Fotografía eCommerce, which took these photographs for the Boston website.
- More and more users are used to consuming content in this format, so a growing number of ecommerce outlets are implementing it in their product pages. Videos are very useful in explaining the features and benefits of the product, as well as showing its use in short tutorials.
It’s important to keep in mind that the attention span on a video within the product page is relatively short before a user will move on to the next product. For this reason, it’s important to be clear about what you want to convey in the video, whether it’s the quality of the materials, your product in motion, or ideas on how to use it, so that the video gets it across in just a few seconds.
A very effective way to include short videos is an autoloop video. Played on a loop, it begins again automatically for the user. These videos are increasingly being used by brands, and have a very short duration.
Interactive videos allow the user to interact with the products, so they can choose what they want to see among specific options. The brand must record different video clips and include a menu of options, so that when the user clicks on one of them, the associated video is played.
IKEA has a great example of how to use videos online. This example shows a table that can be lengthened or shortened depending on the customer’s preferences or needs. So that the user can see how to change the length of the table, IKEA includes a short video tutorial; in this way, the customer can understand how to use the product without having to read the instructions.
Finally, brands can also turn to the animated GIF option instead of video, either as a less expensive option, because in that case that format works better for the type of content to be shown.
Description and bullet points
- First of all, the description of the product makes it easier for the user to find it through search engines via using keywords; it plays an important role in the number of visits that the page receives. Once inside the product sheet, an informative, concise, convincing, and doubt-solving description is also fundamental to achieve the sale.
The description must be carefully worded, since it helps the user imagine the product in the most realistic way possible. You’ll want to avoid surprises when they receive the product. This is why all the characteristics of the product should be listed with special care: textures, measurements, colors, weight, etc.
When listing all the features, bullet points make reading easier and simplify the view, so it’s recommended to use them to highlight features and benefits. By improving the user’s comprehension, you can avoid page abandonment and increase the average time spent on the page, which helps with Google positioning.
Ratings and reviews
- A good product rating can make or break a purchase; 95% of consumers look for ratings and opinions before choosing a product, and 86% of consumers are influenced by reading negative reviews. Star ratings are an easy, quick visual element that generates an impact on the user that can be greater than the product description.
According to KPMG, 30% of online consumers have posted feedback about a product on the Internet. Ratings and reviews are very effective in convincing hesitant buyers.
Product page content is more important than ever, and one of the 4 key factors in online sales. Beyond giving your customers a better overall experience, an increasing number of platforms penalize sellers who don’t provide accurate and complete content. For these reasons, it’s important for brands to have tools to measure the performance of their product, ensuring that the marketplace standards are met, as well as internal company guidelines. Discover how Upshelf can help.