The Ideal Template for a Product Page That Converts

We all know how challenging it can be to market your business and get potential customers to your site, but once they land there you have another hurdle: convincing them to actually purchase something! There are obviously lots of steps that you can optimize on the path to purchase, but your product page is a huge one. As the last interaction your shoppers have with your store before making the choice to buy (or not), it's important to really make it persuasive and easy to understand.

Whether you're trying to make some quick updates to get more purchases during the holiday season, or want to know the tricks to designing a better project page for years to come, here are the elements that go into any great product page, and some templates to inspire you (or get you started!).

 

Images and/or Videos

Your shoppers can't examine the product they want to buy as they would in a physical store, which is by looking at it, touching it, etc. To make up for this , ensure that you have high-quality images and/or videos on the page to clearly show your shoppers what they're buying. Studies show that attractive images increase sales.

Images or videos usually do best right at the top of the page, underneath the product title. This helps capture the shopper's attention immediately. Try to include multiple angles, close ups, and the like so your customer can really digitally explore the product.

 

Description

Your product page needs to explain the features of your product in detail, so shoppers feel persuaded to purchase. This also reduces any mistrust they may have from not seeing the product in person.Use bullet points to easily organize and display your product's most attractive qualities, so shoppers can quickly read and understand why they should buy it. Studies show that people read copy by scanning it, so make the description straightforward and break it up into digestible parts for easy understanding. Explain your product's unique value proposition in your sales copy, too, so shoppers are further enticed to purchase.

Since customers often have buyer's guilt (read: they don't want to part with their money), you have to put them at ease to spend, according to Moz. Therefore, be sure the product description stresses what a bargain and how exclusive it is.

The description works well underneath the images or videos. This way shoppers can learn more if they're not immediately convinced, but it doesn't get in the way of them purchasing if they're ready to go.

 

Call to Action Button

Jones Template on Squarespace

The call to action button is the button your shoppers click or tap to make the purchase. Because there's a tendency for so many elements on the page, it pays to make the CTA big. The page goal is to get conversions; the CTA supports this in the most direct way when it's easily seen and clear. Put this right beside the images or videos. This prompts shoppers quickly after they've examined the product. What the specific wording or copy in your CTA says is also crucial to higher conversions. A study from Black & Decker's DeWalt power drill product page shows that using the word “buy" in the CTA copy “buy now" instead of “shop" in the phrase “shop now" produced 17% more conversions. In a year, this projects an increase in the bottom line by six figures.

 

Reviews

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Reviews are essential to any product page because of the trust they command from customers. According to Econsultancy, 61% of your customers read reviews prior to making a purchase!

A product page without reviews looks naked; plus, it also may raise some serious questions about the legitimacy or value of the product you're selling. Stats say that 88% of consumers trust online reviews as much as personal recommendations.

So, you should encourage customers to leave reviews of products by including a "Write a review" link on the page or in a product confirmation email. While some website building tools don't have this built in, you can always add a plugin like Rating Widget. If you're just starting out and don't have any official reviews yet, consider adding testimonials from people who tested your product, or gifting the product to your friends in exchange for some honest reviews.

The singular point of any product page is to get as many conversions as possible. With these best practices for product-page element layouts, you can optimize your store's product pages for greater sales and revenue.

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Monday, December 18, 2017