Hey there and welcome back!

When it comes to your online store, one of the most important pages is the product page. This is where the decision to buy or not buy is going to happen. Create a great product page, and you’re going to see a lot of conversions. But create a not-so-good one, and it’s going to be a struggle.

There are a lot of different elements that make up a product page that converts. So today let’s take a look at how you can create a great product page for all of your products that’s going to help your business.

And before we get too far along, if you want to see more videos about ecommerce and other website related topics, be sure to hit the subscribe button and ring the bell for notifications.

Now let’s get started.

Why product pages matter so much

Product pages are where the magic happens. This is where a visitor decides to go from a prospective customer to a paying customer.

So in order to maximize those conversions, you need to put your best foot forward. This is your opportunity to tell them why they should end their buyer journey right now and buy your product or service.

You need to make sure that you take the time to layout your product pages, get all of the necessary text that helps a visitor learn all they can about the product, show images and video to display your product in the best way possible and make it super easy to add the product to your cart.

If you’re going to spend a lot of time on one area of your website, the product page is a really good place to do it.

Images are a must

One of the biggest ways you can improve your product pages is just by having images of the product on there.

Let’s face it. We live in a visual world. We react more to something by seeing it either through photos or videos rather than just reading about it.

So with that in mind, if you have physical products, you must have photos of said product. Take a basic standard shot of it. If it’s worth it, take shots of the sides and back of it. Basically, take enough shots so that the prospective customer can get a good idea of what it is, what it does and how it can help them.

Then see if you can take photos of it in action. Again the goal here is to show the potential customer what the product can do and how it can help them.

Finally, if you can swing it and if it makes sense, take video of the product in action. It doesn’t need to be a cinematic masterpiece, but showing off what it can do in moving images can also really help customers understand it.

And even if you’re selling something digital, like software, be sure to take screenshots of it in action. As someone who uses a lot of computer software, if they don’t have screenshots, I’m not buying it. So take the time to craft those screenshots.

Get straight to the point with your text

Next comes probably the most important part: the text.

The meat of your content for the sales page is going to be the sales copy. Here you need to describe your product to the customer that’s going to help them make the decision to buy right now.

The trick, however, is to make sure you get to the point quickly and often. Don’t use flowery language. You’re not trying to stretch out a 2,000 word essay. You want to say your part, say it convincingly and get out of the way.

So you need to make sure every word counts. Think about how each word is helping you sell your product to the visitor, from literally saying what the product is to talking about it will help someone.

Once you’ve written the copy for the page, go back and review it. Read it as though you’re seeing it for the first time and look for two things. First, is there anything that can be cut from the copy. And second, would this copy convince you to buy the product if you were a potential customer. And if you can, have other people read it and look for those things too.

You need to get this right because the copy is going to help those potential customers make their decision.

Make it obvious where to add item to cart

Finally, you need to make it super obvious where customers need to click in order to add the item to their cart and then to pay and check out.

Think about it. You’re on the product page. You’ve been convinced that you should buy this product. You’re ready to do the thing. And then you can’t figure out where to add it to your cart. That’s frustrating. And you’re likely to just go ahead and leave the site.

Don’t do that to your visitors. Make sure your add to cart button is clear and visible. Make sure it stands out from everything else. And make sure it works.

Giving visitors a clear here’s where you go next direction will help you increase your conversions.

Up next

So what questions do you have about product pages for your online store? Do you want to share your current product pages for review? Be sure to leave that and any other questions you might have down in the comments section below.

Next time on Wednesday we’ll be taking a walk through of WooCommerce and WordPress. And on Friday we’ll discuss payment gateways that you might want to use for your online store.

To see those videos and other videos on ecommerce, WordPress and other website related topics, be sure to hit the subscribe button and ring the bell for notifications.

But until next time, I wish you and your business the best of luck.

Timestamps

  • 00:40 — Why Product Pages Matter So Much
  • 1:25 — Images are a Requirement
  • 2:35 — Get Straight to the Point with Text
  • 3:39 — Make it Obvious Where to Add Product to the Cart