12Jan

Your product page is one of the most important pages on your website. Learning how to create a great product page will help convert browsers into buyers. It’ll also help give your customers the information they need to make an informed purchase. There are many ways to present product information to an audience. In this article, you’ll learn what to include on your product page. You’ll also see examples of different product pages so you can better understand what works well and what doesn’t.


Writing the Perfect Product Description

According to Nielsen Norman Group, the most effective product descriptions are scannable, concise, and objective. This type of content was shown to improve usability by 124%.

To create scannable content, you should include short bullet points in your product descriptions for easy reading. Concise content is 1-4 sentences describing the product. Objective content describes the product honestly rather than exaggerating benefits.

In the first example, there’s too much unnecessary information. Also, as colors and sizes run out of inventory, you’d have to keep manually changing the product descriptions for all products accordingly.

product page description

In the second example, there are three sentences. The first sentence describes the product in a neutral way using some of the bullet points supplied by Oberlo. Feminine replaced the ‘Gender: Women’ point. Next, two sentences were written to describe outfit pairings. This allows the potential customer to envision an outfit for the blouse they’re looking at.

good product page description

Like the second example, you can choose to remove several bullet points if they seem redundant. Also, if you want to create a consistent brand you might choose to organize all product page bullet points in the same way. In fashion, you might always have the fabric first and so forth.



Choosing Perfect Product Images

The great thing about Oberlo is that it imports product photos for you. However, you should always import high quality images to your store. If a picture is low quality or doesn’t represent the product well, it can negatively impact sales on your store.

After you’ve imported images, remove logos from product images in PhotoShop. If your product was shot on a grey background, remove the background to make it white. Try to have a consistent look of product images on your website.

perfect image for product page

Next, having multiple images showcasing different angles always works great on a product page. Customers enjoy being able to see all angles of a product. For example, knowing what the front and back of a top looks like helps customers see what they’re buying. In addition, it’s always great to allow customers to add their own product pages in the review section. It allows your customers to see what they’ll get without the glitz and glam of professional photography.

Also, if you sell fashion items such as dresses or shirts, don’t forget to import a size chart image. This allows customers to see measurements and sizes to help them decide on which is the best fit.

In addition, having a product image zoom feature allows customers to get a better view of your product image. It allows your customers to look at a product’s fine details.

great product picture

Notably, if a product has a low resolution but you think it’d be a great fit for your store. Feel free to purchase the product and take your own professional product photos.

Lastly, having a product video can increase conversion rates according to Kissmetrics. According to the blog, site visitors are 64-85% more likely to buy after watching a video on a website.


Create a Sense of Urgency

According to Conversion XL, you can increase sales by as much as 332% by creating scarcity and a sense of urgency. You can also increase your conversion rate by doing this.

create a sense of urgency

Urgency helps turn the casual browser into the right now buyer. When your customers browse your store, a great product will seduce the browser. However, having a sale countdown timer can help encourage the browser to buy right now.

Using countdown timer apps like Hurrify by Yousef Khalidi can help create a sense of urgency. You can write your own text or choose from a list of examples. Having text that indicates limited quantities can help create scarcity which may help drive sales. However, you can choose to test various different texts to see which increases conversions the most.


Ensure Layout is Intuitive

Your customer should be able to know how to use your website even if they don’t understand the language. There’s a general ecommerce store layout that your website should follow. Don’t use funky, impractical layouts as it can confuse customers or frustrate them. Keep it simple.

Most of the time, the product image is on the left. The product copy is on the right with the Add to Cart button close by and prominent. Make sure your ‘Add to Cart’ button can be clearly seen.

When choosing a theme for your store, you should make sure it looks similar to other popular websites in your niche. While many will say ‘stand out from the competition,’ this is generally bad advice when it comes to product page layouts.

The free Vintage Theme on the Shopify Theme Store is a good example of a product page layout that’s not only familiar to most customers but also includes others features on this list.

shopify vintage theme


Test Social Sharing Buttons

Social sharing buttons are great for promoting your product page, especially when you have a popular product. Unfortunately, it can also have a negative effect on your conversions. Doing A/B testing on your store will help you determine whether or not it’ll work for you.

According to VWO, an ecommerce business split tested social sharing buttons and found an 11.9% increase in call-to-action clickthroughs when removed. They outlined that the social sharing buttons likely don’t convert well when you have no shares on them.

In a test by Kuno Creative, when social sharing had over 500 conversions they had a conversion rate of 9% instead of 2%.

Thus, if you’re a new store it might be a good idea to remove social sharing buttons. Consider adding them back to your store once you’ve built an audience and send large amounts of traffic to product pages. You can also test to see if having the icons without specific numbers mentioned works well for your store.


Include Shipping Information

Mentioning or having an icon indicating ‘free shipping on orders over $75’ or ‘free shipping within the US’ helps customers get a snapshot of shipping information.

By having this succinct information on the product page it prevents the customer from moving off the page to read your shipping information as the essential point is clarified on the product page.

Highlighting the requirements of free shipping allows your customer to add more products to their cart if they choose to.


Include Customer Reviews

Having customer reviews on your product page is essential. If you’re driving traffic to a product page, the reviews on your store can give your customer the extra push towards closing that sale without you doing much work.

According to Internet Retailer, reviews can boost your conversion rate from as much as 14-76%.
According to eMarketer, customer reviews are 12x more trusted than manufacturer descriptions. Thus, having customer reviews can always help boost your sales and convert the customer if they’re generally positive.

You can use an app like Product Reviews Addon to automatically contact customers after their purchase for reviews. This will allow you to grow your reviews quickly and with minimal work.


Feature Recommended Products

While you might want to split test if this will help with conversions, having recommended products encourage customers to stay on your site a little longer.

Often times, you’ll have models wearing more than just the top you’re selling. If you sell the matching skirt or the earrings the model is wearing, having it in your recommended products will help customers complete their look.

When it comes to recommended products, avoid having products that look too identical. This can cause a customer to become confused and may result in fewer sales. This is because more choices requires more thinking.

For example, you can still cross-sell an item with a similar type of product such as a blouse. However, the blouses need to look different enough from one another to help encourage the sale. Recommending a skirt as a cross-sell that complements that specific blouse can also work really well. It also simplifies the decision as you’re creating an outfit for your customer.


Top Brands’ Product Pages + Why We Love It


Aldo

Why we love it: This product page is very intuitive and clean. The product images are high res and there are different angles so a customer can make an informed decision. It also showcases which sizes they have right off the bat in their ‘Size’ section. The ‘Add to Bag’ is a vibrant blue which pops well against their crisp white background.They showcase free shipping and free returns icons directly on their product page for easy access. Their product description is short and to the point with 3 bullet points and one sentence describing the product. It also features a recommended products section with a mix of products that look quite different from the one showcased to prevent customer confusion. Lastly, there’s a reviews section with customer feedback.


Kate Spade

Why we love it: There are several product images showing different angles. There are also images showing a person using the product. The ‘Add to Bag’ pops against the white background and suits the company branding. Shipping and return information is listed on the product page. The social sharing buttons don’t mention how many people have used it which is great if they have low shares. The product description is succinct and there are many bullet points used for easy reading. They also have a selection of recommended products, though a few seem too similar and may cause confusion.

 


Urban Outfitters

Why we love it: The product image pops against a plain white background. The image is unique and has an uncommon style which makes it attention grabbing. The black ‘Add to Bag’ pops against the crisp white background. The social sharing buttons are visible but not the focus, they also don’t detail any specific numbers. The copy is relatively short with bullet points available. There are also reviews available on the page. The recommended images would’ve worked best if there weren’t as many with the similar style photography. However, the one on the far right pops well against the similar styles of the other products.


Disney Store

Why we love it: The Disney Store’s product page is clean. It features shipping information in the header. There are different angles shown for the product. There’s a review section. The product copy is short, it also features bullet points below the product image. The ‘Add to Bag’ contrasts against the white background while staying consistent with the product branding. However, a different color may convert better. Delivery information is also available within the product page. The similar products features a similar style of products but with different characters which would pop to someone familiar with the Disney brand.


Guess

Why we love it: The product page features a very large zoom feature that allows customers to see the fine details of the product image. There are also several pictures showcasing different angles. The recommended products below feature different styles and colors to avoid confusing the customer with their choice. A size chart is available on the product page. Shipping information is also made clear. The product description is short and features two bullet points. The social sharing icons are small, those not distracting the customer. They also don’t detail how many shares there are. The ‘Add to Bag’ button is small but it’s all black color contrasts well against the white background.


Hope you enjoyed learning how to create a great product page? Which brand’s product pages do you love?


  • Shaker

    Hi Nicole,

    Thanks for Article.

    1)Regarding setting expectations about longer shipping time frames do you do anything other than saying on the website how many days it will take to ship to their country? Ex. Sending an email after they buy that reiterates the shipping time frames?

    What percentage of buyers actually get annoyed about shipping times after they’ve bought?

    2)I don’t know if you can answer this, but if you can’t that’s okay. What are the top countries where people buy from your site?

    3)If your fraud filters get alerted when someone buys at your store, how do you decide if that is actually fraud or just a really weird situation that’s not fraud? What’s your process to decide to ship the product or just refund the money?

  • Nicole

    Keep it simple. Mention US shipping timelines and then provide International shipping timelines. You don’t need to list every country. You can include a sentence in an email afterwards to reiterate it but you can keep the main format of US and International
    2. It depends on where we’re running ads at that time. Sometimes UK, Australia, Canada, US.
    3. I contact the customer to get more information. If a customer orders and suddenly emails you to send to a different address, I immediately refund them because most of the time it’s fraud. I don’t mind refunding customers if its a medium risk if it seems like it could be, it’s a lot easier to deal with a loss of a few bucks than a chargeback.

  • Ricardo Salcedo R.

    Excelent