Designing Great Product Pages: 11 Tips for Small Business Owners (with Examples)
Product pages are the lifeblood of any e-commerce website. For small business owners, a well-designed product page not only showcases the product but can also lead to higher conversions and increased sales. But how do you design a product page that captures attention and drives action? Let’s take a look at some effective strategies and examples.
Contents
Clear Product Images
Example: Apple’s product pages for the iPhone.
High-quality visuals are paramount. Apple, for instance, offers zoomable, multi-angle views of the iPhone, enabling customers to see the product in its full glory. Ensure your images are crisp, clear, and showcase the product from various perspectives.
Straightforward Product Descriptions
Example: These L screens for softball and baseball.
A good product description should be concise yet informative. The L screens product page offers a clear breakdown of the product’s features and benefits without overwhelming people with jargon. It tells customers exactly what they’re getting with just a quick skim of the page, from material to dimensions.
Highlight Product Benefits
Example: Dyson vacuum cleaners.
Instead of just listing the features, emphasize how your product can benefit the customer. Dyson, for example, explains how their vacuums offer powerful suction and long-lasting battery, translating features into direct benefits for users.
Incorporate Customer Reviews
Example: Amazon’s product listings.
Customer testimonials provide social proof, making potential buyers more confident in their purchase. Amazon, a giant in the e-commerce space, prominently displays customer reviews, ratings, and feedback, allowing shoppers to gauge product quality based on real experiences.
Optimize for Mobile
Example: Adidas’s mobile website.
More consumers are shopping via mobile devices. Ensure your product pages are mobile-friendly. Adidas, for instance, offers a seamless mobile shopping experience with easy navigation, quick load times, and responsive design.
Clear Call-to-Action (CTA)
Example: Netflix’s ‘Start Your Free Trial’ button.
Your CTA should be unambiguous and compelling. Netflix’s CTA, urging users to begin their free trial, stands out and clearly communicates the desired action, making it easy for visitors to understand their next steps.
Provide Shipping and Return Information
Example: Zappos.
Zappos lays out its shipping and return policies clearly, removing potential uncertainties for buyers. Transparency about shipping costs, delivery times, and return procedures can reduce cart abandonment rates.
Integrate Social Sharing Options
Example: Etsy product listings.
Allowing users to share their favorite products can boost visibility. Etsy integrates social sharing buttons on its product pages, encouraging shoppers to showcase their finds with friends and family on various platforms.
Include Related Products
Example: Sephora.
Sephora showcases related products at the bottom of its product pages. This not only provides additional options for the shopper but can also increase average order values by prompting customers to explore more.
Frequently Asked Questions (FAQs)
Example: GoPro’s product pages.
Anticipate customer queries and answer them proactively. GoPro includes an FAQ section addressing common questions about their cameras, making it easier for customers to make informed decisions.
Use Video Demonstrations for Clarity
Example: Blendtc’s ‘Will it Blend?’ series.
Videos can offer a dynamic perspective that static images can’t. Blendtec’s famous ‘Will it Blend?’ series does more than just showcase the power of their blenders. It provides a captivating demonstration, ensuring potential buyers understand the product’s capabilities in a fun and engaging way. When possible, integrate videos to demonstrate your product’s features, how it works, or to highlight its unique selling proposition.
Creating an outstanding product page is both an art and a science. By using these strategies, small business owners can come up with product pages that not only look appealing, but also successfully drive conversions. Remember, your product page is often the first interaction a customer has with your product – make it count.
