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Small Business Tips \ SEP 28th 2017

10 Expert Tips for a Killer Product Page

You’ve taken the plunge into the world of eCommerce and now you’re really ready to take your business to the next level. Way to go! It’s definitely time to optimize your online store and make sure that you’re doing everything you can to get those sales.

While there a few different ways you can tweak your site, we’re going to dive into what might be the best place to start; your product page. A good product page is like taking a new car out for a spin; if it looks good and you have a positive experience, then you’re likely to buy.

So what makes a product page really great? Let’s dig in.

Have clean product URLS

Okay, this might sound a bit technical, but it’s an easy one to cross off your list. Say Janie sells flowers, plants and gardening equipment on her website, janiesflowershop.com. And, because I happen to be in the market for a new Orchid, I begin browsing through her collection and send one over to my husband as a not-so-subtle-hint.

If I send him a URL that looks like this: janiesflowershop.com/flo&we%rs/or&&chi_%ds, he might not catch my drift. But if I send him a URL that looks like this: janiesflowershop.com/orchids/purpleorchid, Jilli’s got herself a new orchid!

Moral of this story? Keep your URLs clean and thus, SEO (Search Engine Optimization) friendly. If a URL is easy for a search engine to read, it’ll understand what that page is all about, and therefore position it higher in a search. And if it’s easy for a prospective buyer to read, they’ll be more likely to click.

Here’s how to change your page URL in just a few clicks.

Write quality product titles & descriptions

This is an element of your product page that requires some careful planning. Just like your URL we talked about above, a good product title and description benefit both your SEO and your customers browsing your online store (and ultimately, you!). Your product titles should clearly describe, well, what the product is. You’ll want to do some keyword research to find out what it is your target audience is searching for and incorporate your findings into the title.

Likewise, your product description should be a short, unique blurb on what your product is, including the relevant keywords – but be careful not to overdo it. Keyword stuffing can have the adverse effect you’re going for. Remember, this is your chance to reel in those site visitors and turn them into paying customers; so give it all you got!

More on how to write a strong product description here.

Present your pricing

I mean, I guess this one’s a bit obvious, but it’s essential you have the price clearly listed on your product page. Be sure to research what your competitors are charging so you understand how much your target audience is willing to pay. There are some recommended pricing strategies you should try out on your site. For example, the practice of anchoring or “human tendency to rely too heavily on the first piece of information offered (the “anchor”) when making decisions.” By placing a sweater that costs $65 next to a sweater that costs $95, the first option seems like a great deal, doesn’t it? Play around with practices like this one and see what work best for your online store.

Use high-quality images

“That pixelated image of that handbag totally made me want to buy it,” said no one ever. A high-quality product image is your golden ticket; if your visitors can see your products clearly, they’ll be more inclined to buy. You don’t have to be a professional photographer to take a killer photo. Include multiple angles of your products so that your viewers can really get a sense of what it is you’re selling. Offer the same product in different colors? Show it off by displaying different images! Include images that are a 1:1 (or other recommended sizes) ratio and can be zoomed in on, so your prospective buyers can really get up close and personal. Learn more about how to create expert product images here.

Want to kick things up a notch?  Bring your product to life by adding a GIF!

Make check out easy

What could be worse than shopping online and not knowing how or where to check out? You want to make this part as easy as possible for your buyers. Place a clear Add to Cart button on the product page, indicating to your viewer that by clicking, they will, in fact, add the product to their shopping cart. This leads me to my next point; add a shopping cart and strategically place it in your header (they’ll look for it there out of habit anyway!) so that buyers can see how many items they’ve got, and know where to go when they’re ready to purchase. Of course, you can customize the look and feel so that it seamlessly blends into your site.

Include compelling reviews

Your product page has the potential to speak volumes to your customers. It’s not all about the image of the product itself, it’s about what’s behind it! Add compelling reviews from real people who actually purchased the product so that prospective buyers feel a sense of trust (we’ll talk more about this in a moment).

Earn their trust

In addition to having customers post reviews about your products, it’s important to present any information they’ll need to know in a clear way. No one wants to go hunting for your return policy or shipping options. Placing it on your product page is ideal, but you can also have a dedicated page with all of this information as well.

Another way to prove you’re reliable? Add your contact information on a designated contact page or in the footer of your website. Take things a step further by adding a Live Chat app so your customers can communicate with you in real time about any questions they may have.

Make it mobile

Having a mobile version of your online store is essential for those who buy on the go. Fortunately, your desktop site is automatically adapted into a mobile version. Bonus tip: You may want to adapt your mobile version with more direct messaging that is easy to read on the go.

Get social

As I mentioned moments ago, having customers sing your praise is really beneficial. That’s why adding social sharing buttons on your product page is important. If a customer made a purchase, or they want their friends on social to see what nifty item they just stumbled upon on your eCommerce site, they can simply click on one of the social icons you provide and get the word out. It’s pretty much free advertising for you!

Don’t trap your visitors

Parting advice: Don’t trap your visitors: If someone wants to leave the product page, make it easy for them (and give them somewhere else to go!). There are two simple ways to do this:

  • Be aware of your site’s navigation. Always link your header to your homepage or have a clear ‘back’ button that leads back to your main collection.
  • Include a rich footer so that a visitor can continue to explore the rest of your awesome online store. That means adding your contact information, legal matters, About page, a subscribe button, social channels, media mentions and anything else that is relevant for your business.

Remember that when it comes to your eCommerce site; every aspect (not just your product page) has an impact on your buyers’ experience.

Ready to show off your awesome products? Create an online store today!

By Jillian Altit
Community Manager - About The Wix Blog

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