Boost sales and increase profits: The importance of product page design
Many consumers base their decision to buy (or not to buy) by checking a product’s page design.
An e-commerce business will live and die by the quality of its product page design. Curating high-quality products is still important. Yet, even an excellent product can’t overcome a poor product page design.
Consumers have become accustomed to seamless experiences on the web in recent years. Elegant and impressive web design is now often associated with trust and authority. E-commerce marketers must work hard on this aspect to gain potential customers’ confidence.
A well-designed product page makes it easy for potential customers to buy from you. This will lead to better revenues with the same marketing performance. Ignoring your product page may lead to lower conversions and sales.
Read on because this guide will discuss the importance of product page design.
Why Does Product Page Design Matter?
You might ask this, considering that the product page is only one page on your website. Yet, it might also be the most important page to present product-specific content. This makes it crucial in helping visitors decide whether to buy.
Businesses sometimes waste money by focusing too much on attracting more traffic. Some businesses make use of a little trick to save more money. They improve their product pages for more conversions from their current traffic.
When visitors land on product pages, they’re often in the final stages of their buying journey. When they’re about ready to make a purchase, this is where you can either win them over or lose them. The product page is the place where a potential buyer can get converted into a life-long customer.
Outcomes of a Product Page’s Design
There are several outcomes when a visitor views the product page. The best possible outcome is they make a purchase and love it enough to leave a great review. They’ll give their circle good feedback about you and buy from you again.
Another outcome is they understand that what you offer isn’t what they’re looking for and move on. This doesn’t equate to a negative outcome because they’re only a non-buyer, not an unhappy buyer.
These first two outcomes occur on a well-designed product page. Customers have every piece of information they need to make a decision. It’s a different scenario for a product page with poor design.
First, they don’t buy from you because they didn’t get enough information to make the decision. The product page failed its job and caused a lost sale.
The worse outcome would be that they did buy from you, yet many are unhappy with their purchase. They return the product, you refund their money and get a bad review.
You may get negative outcomes if you don’t portray your product well. They may ignore a product page that doesn’t prove meaningful to the customer.
What Makes a Great Product Page?
The importance of product page design lies in the product page’s function as a landing page. This means it must do several things to achieve this function.
It should use psychological triggers that convince visitors to click add to cart. A product page must also be quick to grab customers’ attention to the add-to-cart button.
The product page should completely explain the product. Since customers are likely bypassing the homepage, it should also explain the company.
It must also build customers’ trust in the product and company. This is often done using social proof. Finally, a product page needs to upsell or resell to increase the average order value (AOV).
There are various ways to achieve these. Yet, the key is to focus on 3 practices.
First, keep the focus of your product page on the product and be consistent with your brand. Second, boost and nurture customers’ trust and loyalty. Third, encourage customers to promote your product and brand.
Elements of a Great Product Page
Here are some product page design ideas that help it achieve its key functions. You can also check out Decibel for tips on how to deliver an incredible online experience.
1. Strategic Design
Showcasing the product is the goal. The main focus is on the product image and description.
Your branding should also be visible, so customers know you. Yet this shouldn’t overshadow the product.
2. High-Quality Images
This is crucial in the absence of the physical product. Images are the best way to show customers what they’re getting. Remember also to include images of the product in use.
3. Descriptive Product Names
Descriptive product names help customers in finding what they want fast. They can also boost your product page’s SEO.
Use common words, key attributes, and product specs. This helps make product pages unique.
4. Detailed and Compelling Product Descriptions
Product descriptions are distinct from product specs. The latter gives casual facts about the product. The product description paints a picture of how a customer benefits from the product.
5. Calls to Actions
This means the Buy or Checkout button should be prominent and easy to find. Make sure it’s a button and not a link. Emphasize it with a bright color surrounded by ample white space.
6. Social Proof
People feel safer with buying a product when they know other customers are happy with it. Encourage feedback and make it easy to submit ratings and reviews. You can also ask experts to rate your product.
7. Offer Choices
This expands the customer’s view of your product lineup. It also allows them to choose better what suits them.
Provide filters for viewing and selecting different product varieties. Display similar products as well.
8. Reassurance and Address Concerns
This helps potential customers feel safe to make a purchase. Include trust and support elements wherever you can.
Emphasize that your site, especially the payment page, is secure. Make a clear display of the shipping link, guarantee and return policies.
Optimize Your Product Page Design to Boost Sales and Profit
The product page design is crucial in influencing a customer’s decision to buy. Optimizing your product page can lead to higher sales and profit.
Make sure that the product page showcases the product well. It should also be easy to interact with and builds trust using social proof and assurances.
Want to know more about optimizing your product page? Check out our other guides here for more tips.