Anatomy of a high converting product page
Your product page is the moment of truth for your business. It’s up to you to create a user experience that gives the visitor everything they need to become a customer.
To break things down, we have created a 5-part guide to creating a product page that functions at all levels. How to grab consumer attention immediately, build shopper trust and loyalty, and give you a high converting product page.
Your product images are often what the customer sees first on the product page and can instantly show your product in a negative or positive light. Product photos are critical for building confidence and giving the shopper a strong grasp of what it is they are buying and are one of the most powerful components of your product page.
Remember the #2 most hated aspect of shopping online is the inability to touch or try the product. Shoppers are 85% more likely to purchase after watching interactive content and there is a 41% higher click through rate in search results where diverse, interactive content is present as opposed to just plain text.
Getting your product description right is crucial to the product page. Not just for shoppers but also for SEO, to ensure you are competitive in search rankings. Your product description needs to answer these five questions:
• Who is the product for?
• What are the main benefits of the product?
• How does someone use the product?
• What is it made of
• What’s the value of the product – how is it better than a competitor?
Product visibility (SEO)
SEO is crucial because it makes your website and all the products featured within it more searchable and more visible, and that means more traffic and more opportunities to convert visitors into customers.
SEO also creates effective user experiences, customer loyalty and conversion when product attributes are easily discoverable in search. This is all dependent, however, on the trust and credibility of the brand and its digital properties.
Product transparency is more important than ever in eCommerce and to today’s shopper. Disclosing detailed information about products including what they contain, how they were produced and where they come from helps to build strong, more trustworthy relationships with shoppers. It can also help to understand which social and environmental values are important for their shoppers.
Shoppers want and expect more online
Stand out on the digital shelf and amplify the shopper experience by transforming product pages and leveraging enhanced product content online to create a full, dynamic view of the product resulting in increased sales and satisfaction.