The importance of a well-designed product page
In today's digital landscape, where e-commerce is experiencing exponential growth, competition is fiercer than ever. A well-designed product page isn't just a good idea; it's essential. It plays a crucial role in the first impression consumers form of your product. Indeed, a clear and engaging product page can be the difference between a visitor who leaves your site immediately and a potential customer who becomes a loyal buyer. The key lies in the page's ability to capture attention, inform concisely, and engage the user both emotionally and rationally.
A well-designed product page also serves as a bridge of trust between the business and the consumer. When a user browses an e-commerce site, they cannot physically touch or try the products. Therefore, they rely entirely on the information provided to make a purchase decision. A well-structured product page, with detailed descriptions and high-quality visuals, reassures the customer and gives them the confidence they need to complete the purchase. This can reduce shopping cart abandonment rates and increase conversion rates.
Furthermore, an optimized product page can improve your website's search engine optimization (SEO). Search engines, like Google, index product pages based on their relevance and quality. A well-written product page optimized for relevant keywords can appear higher in search results, thus attracting more organic traffic to your site. Increased relevant traffic typically leads to increased sales, further demonstrating the crucial importance of a well-designed product page.
What makes a good product description?
How do I create a product page that sells?
Creating a product page that converts isn't just about following a few "best practices" found online. Simply putting together a list of elements without first developing a strategy is the surest way to fail to achieve the desired results. You need to define a strategy that will allow you to create a relevant structure and align everything to achieve excellent results. That's why we've outlined the three main steps to creating the perfect product page in this article:
Define a strategy
It's essential to ask the right questions beforehand to determine the best approach for creating an optimized product page that will generate more sales. Indeed, most optimizations are relative: while some may work for a particular sector, product, or catalog type, they will be ineffective or even counterproductive for others.
The brand's universe
This point concerns the elements that make up your brand's visual identity, as well as the tone used in your communication. It is essential to align your store's aesthetic with that of your brand.
The UX and UI of the site
User experience and user interface are two key elements for creating a product page that converts. Particular attention will be paid to cognitive overload. Indeed, the layout of too many elements (text, CTAs, images, videos, etc.) risks confusing the message and driving visitors away (if they don't quickly find what they're looking for, they're likely to leave the page, or even the store).
Important note: If you follow all our advice, you should be able to create a good product page. However, the optimization process doesn't stop there: we could add a fourth step: A/B testing (this will be covered in a separate article). A/B testing involves making subtle changes to the product page and analyzing the results by comparing them with those of the unmodified version.
Understanding your target audience
Understanding your target audience is a fundamental step in creating an effective product page. Without a deep understanding of who your potential customers are, it's difficult to create content that resonates with them. The first step is to define buyer personas—fictional but detailed representations of your ideal customers. These personas include demographic information, purchasing behaviors, motivations, and expectations.
Once you've defined your buyer personas, you can tailor your product description to specifically meet their needs and expectations. For example, if your target audience consists of young professionals looking for tech gadgets, your product description should emphasize the innovative features and effectiveness of your products. Conversely, if you're targeting parents looking for children's products, you should stress the product's safety, durability, and educational benefits.
Another important aspect is understanding where your customers are in the buyer's journey. Some may be in the initial research stage, while others may be ready to buy. Tailoring the tone and content of your product page to these stages can improve engagement and conversion. For example, for customers in the research phase, provide detailed and educational information. For those ready to buy, highlight elements such as calls to action, customer reviews, and satisfaction guarantees.
Define a strategy to optimize your product listing by asking yourself the right questions.
The structure, features, and content of an optimized product page depend on your industry, the nature of your products, and the size of your catalog . Each market has its own specific characteristics, target audience, and particular expectations. Here is a list of questions that should help you define a relevant strategy based on your industry and products.
What products do you offer? What sector do you operate in?
There's a lot to say on this topic, given the endless array of different products on the market. Our advice is to think about what your customer, or your target audience more generally, is looking for and wants. Put yourself in their shoes: what do they need? What will motivate them to buy? What questions are they likely to ask themselves, knowing there's no salesperson there to answer them?
Also study your sector: what do your competitors offer? At what price? How do they do it? How can you differentiate yourself? What are the trends?
Here are some examples to illustrate the need to adapt your product sheet according to your product or sector.
How does this affect your product listing?
- If you sell clothing, the website structure can highlight elements such as size, fit, material, available colors, care instructions, and information on current trends. High-quality images showing the garment worn by a model are also crucial.
- If you sell electronics, your products will require detailed specifications such as power, capacity, technical features, compatibility, connectivity options, etc. Images of ports and interfaces can be important to help customers understand the product.
- If you sell luxury or high-end products, highlight their exclusive features, superior materials, unique design, or exceptional craftsmanship. High-end products will likely require a storytelling approach to create an emotional connection with customers. Luxury brands often have a backstory, philosophy, or set of values that can be emphasized.
- If you sell furniture, product descriptions can highlight dimensions, materials, assembly and care methods, as well as images showing the product in a home environment.
- With regard to food products, they must include information on ingredients, nutritional values, certifications (such as organic labels), possible allergies, preparation methods, etc.
- For sports equipment, it is advisable to focus on features that improve performance, construction materials, available sizes, and information on how the product can be used in different sporting activities.
- Etc…
Are these products that involve a considered, impulsive, or recurring purchase?
- Recurring purchases are often a daily necessity, but sometimes they're simply a matter of consumer habit. In both cases, offering a subscription service can make sense: the customer automatically receives their products at a set frequency. The challenge, therefore, lies in creating a simple, seamless purchasing process and convincing the visitor to choose this solution.
- In the context of an impulse purchase, it will probably be necessary to play on psychological factors (urgency or scarcity for example), on emotions, on promotions, on personalization to meet everyone's desires, on the possibility of easily returning the product and obtaining an exchange or a refund.
- Informed purchasing is generally less common and, as the name suggests, is the result of research before making the purchase. In this case, it will be necessary to highlight the product's features and benefits, potentially compare it to other products on the market, offer customization options, provide a FAQ section and customer service information (chat, phone line, etc.), and so on.
Is it the same product for everyone, or does it come in a large number of variations (size, color, patterns…)?
The structure of the product page will be radically different if you offer numerous variations (or bundles, i.e., product packs), as you will need to highlight them clearly and prominently. You will also need all the necessary photos so that changes can be applied automatically when a variation is clicked: it is essential that users can immediately see how the product will look with the selected variation.
Is this a product that requires advice?
Many products require expert advice to help you make the right choice. Integrating a chat feature and FAQ section, along with providing a phone line and email address, are essential to avoid missing out on potential customers. Implementing a configurator or diagnostic tool can also be very beneficial.
Does the visitor need to be reassured in order to make the purchase?
Generally speaking, it is possible to answer this question in the affirmative, but again, you will have to adapt to your type of product, your sector and your positioning.
- Remind them of the essential information regarding payment, return and refund policy, and delivery.
- Emphasize social proof by prominently featuring reviews and comments. Maximize transparency.
Note: If it's a premium or luxury product, you're unlikely to feature customer reviews or comments. A luxury brand doesn't need to prove its reputation or that of its products. Furthermore, it fosters a sense of anticipation, where the buyer is left waiting to acquire the product. Finally, it would be very damaging for the brand to receive an average rating for a product with a particularly high price tag, especially one handcrafted from premium materials. - Implement “nudge marketing”. For example: “9 out of 10 customers recommend us”.
- If you have a serious study or expert opinion, highlight them.
- Once again, take the time to write a good FAQ, whether it is directly present in the product sheet or on a dedicated page.
How to stand out from your competitors?
- If there are many competitors in your market, you'll need to stand out as much as possible by communicating what makes you different (your brand identity and image, your values, the benefits of your product, good illustrations and photos, etc.) and perhaps by running promotions or attractive offers. Build a community.
- If your product is absolutely identical to your competitors', then focus on the quality of your service, particularly your return and refund policy. Remember that many brands owe their success to the fact that consumers aren't just buying a product; they're buying a service. For example, if you sell office furniture and offer free delivery and installation...
Is the product unknown to the public and your target audience? Is it innovative?
- An evangelization strategy needs to be developed: clearly define the benefits of your product and communicate them in the simplest way possible. You can then elaborate on them further down, in blocks of illustrated content.
- Compare your product with what it replaces or improves, in the form of a table or diagram.
- Rely once again on social proof: visitors will need to be reassured before making a purchase.
What is the size of your catalogue?
This question is absolutely crucial, as it will define the structure of your product pages. Indeed, if you have 2,000 products in your catalog, it's unlikely you'll be able to create pages like Asphalte's, with an explanatory video and a dozen content blocks (text and photos) per product. Instead, you'll need to define a structure that allows you to integrate the essential elements and thus import everything in bulk. This is probably what Ralph Lauren does.
Here are the main questions you'll need to answer: this is the first building block that will allow you to define a real strategy and then develop an optimized product page. There are probably many other questions you can ask yourself, so don't stop here.
While most of the points mentioned may seem obvious, remember that defining a good strategy means prioritizing the important elements and limiting or even excluding the others. This will ensure you don't end up with a "Christmas tree" product page, the main effect of which is cognitive overload—meaning the visitor is unable to find the information they're looking for or that will convince them to buy. We will elaborate on this point later in this article.
This mini-guide on configuring the catalogue and product pages on Shopify may be of interest to you.
Key elements of an effective product sheet
For a product page to be truly effective, it must contain several essential elements that work together to attract and convert visitors. The first of these elements is a catchy and descriptive title. The title should immediately grab the visitor's attention and give them a clear idea of what the product is and its main benefits. A well-crafted title is both informative and enticing, encouraging the visitor to learn more.
Next, the product description should be carefully written to highlight the product's key features and benefits. It's important not to simply list technical specifications, but to translate them into concrete advantages for the consumer. For example, instead of simply stating that a vacuum cleaner has a power of 1200W, explain how this power allows it to effectively clean even the thickest carpets. Use clear, concise, and engaging language, and avoid technical jargon that might deter some users.
Visuals also play a crucial role in the effectiveness of a product page. High-quality images, videos, and even animations can help showcase the product from different angles and in use. Consumers want to see what the product looks like in real life, and visuals can help fill that gap. Ensure that the images are well-lit, sharp, and show important product details. Including images of people using the product can also help consumers imagine themselves using it.
Persuasive writing for product description
Persuasive writing is the art of using words to influence and convince. For a product description, this means crafting descriptions that not only inform but also entice the buyer. A good product description doesn't just list technical specifications; it tells a story. It explains how the product can improve the consumer's life, solve a specific problem, or meet a particular need. Use words and phrases that evoke positive emotions and create a sense of urgency.
To make your description even more persuasive, use social proof and testimonials. People are more likely to buy a product if they see that others are satisfied with it. Include quotes from satisfied customers, case studies, and reviews to build your product's credibility. Measurable statistics and results can also have a powerful impact. For example, instead of simply stating that your product is effective, state that "98% of our customers experienced significant improvement."
Calls to action (CTAs) are another key element of persuasive copywriting. A good CTA is clear, concise, and compelling. It should encourage the visitor to take immediate action, whether it's purchasing the product, signing up for a newsletter, or downloading a guide. Use strong action verbs and create a sense of urgency by adding phrases like "limited offer" or "only a few left in stock." A well-placed CTA can significantly increase your conversion rate.
The design of an optimized product page.
Once you've defined your sector and product type, we advise you to consider your brand's identity . We too often see websites whose design is far removed from the brand's identity guidelines, or more generally, from the brand's visual elements (content shared on social media, packaging, photos, and videos). Aligning your website's image with your brand's is crucial: it generates the trust and desirability necessary for your products to sell optimally.
Brand identification and consistency
Web design should be an extension of your brand's unique and memorable visual identity. Visitors or customers on your site must be able to identify you immediately, and the omnichannel experience (if applicable) must be consistent (brand image, tone of voice, etc.).
- We've noticed that many businesses, some with well-established stores, lack a brand identity manual or even a style guide. If this applies to you, we recommend starting by at least creating a style guide.
- A consistent design across the entire e-commerce site helps to reinforce a positive brand perception. Consistency in colors, typography, icons, and other visual elements conveys an impression of professionalism and reliability.
Competitive differentiation
In a saturated market, a web design aligned with the brand's identity can help stand out from the competition. A unique and distinctive design captures visitors' attention and encourages them to choose that brand over another.
- To do this, it is best to start by studying your competitors' shops in order to differentiate yourself from them, and to be sure not to reproduce something that already exists.
- Furthermore, the quality of your web design allows you to position yourself as a leader (if applicable) or as if you were much larger than you actually are. While it's often difficult to have a physical store on the most prestigious shopping street in your city, it's much simpler and less expensive to have a premium design and user experience online.
Credibility
A well-designed website inspires confidence in users. Many visitors remain wary and are reluctant to provide their bank details if the platform doesn't seem secure. A sloppy website design can easily create this feeling. Even if the goal isn't to have the best design on the web, you must at least succeed in reassuring your visitors.
Brand narrative
Your web design should help you tell your brand's story, its values, and its mission. Remember that very little text is actually read online; just look at the average time spent on the different pages of your platform to realize that it's impossible to read everything you want to say. Design is there to convey your messages with few, if any, words: an icon or an image can often replace a paragraph of text.
Customer loyalty
A web design aligned with the brand's identity ultimately strengthens the emotional connection between the brand and its customers. This can lead to greater long-term loyalty and positive word-of-mouth. Make your design convey emotion.
In summary, a web design aligned with the brand universe is an essential investment to strengthen brand image, optimize user experience and achieve your business objectives.
The UX (user experience) and UI (user interface) of an optimized product page.
They are an extension of all the elements you just defined. Again, verify that each of the following points makes sense in relation to your strategy. In this study, we will focus on the most recurring elements so that they are relevant to the vast majority of e-commerce stores. Feel free to contact us if you have a project and would like us to analyze your site specifically.
Cognitive overload
We're starting with this point for a reason! It's exactly what you must avoid, yet it's what we see most often: stores have followed the guidelines for creating a good product page to the letter, resulting in unnecessary elements everywhere, muddying the message and driving away potential buyers. Here are our recommendations to avoid this.
- Create wireframes of your product page before moving on to the design and development stages. Remember: a good strategy is to limit the number of elements and therefore define which ones are priorities.
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Keep your text concise: a good title is short (5 words), and so is a good description. If you think you can improve your search engine rankings with blocks of text everywhere, you're likely to achieve no results whatsoever, neither in terms of SEO nor conversions. Consider using accordions for your SEO text further down the page, if that's part of your strategy.
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Graphic elements (photos, visuals, icons…) can say a lot without words, but don’t overdo it: the result should be uncluttered.
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There's no need to repeat the same things several times : if you do, it's probably because you didn't communicate them well the first time (or they weren't in the right place).
- Reduce the number of options presented to the visitor: everything must correspond to what is expected in the sales funnel at a specific time.
UX Design
Here are a few points to emphasize.
- Divide the different types of information into distinct blocks. The understanding must be immediate: each block should be clear without having to read or think. To achieve this, play with colors, shapes, and elements that allow for division (lines, frames, white space, images, etc.).
- Don't forget to balance the page structure with different types of content: photos, text, icons, images…
- Use only graphic elements that are familiar to everyone (icons, shapes, layout, placement, etc.)
- In general, avoid using visually cluttered images. Opt for clean, uncluttered content.
- Your CTA should – generally speaking – be visible above the waterline.
- If you set up two CTAs, differentiate them clearly (different color, bold text for one of them, possibly underlined text, possibly boxed text).
Cross-platform adaptability
With the rise of mobile devices, a good responsive experience is essential to provide consistency across all devices (computers, smartphones, tablets).
- All elements must be designed to be used by thumbs on mobile devices (menus, CTAs, product cards, etc.)
- Word and text limits are even more important to consider for mobile devices.
- Limit the number of fields in forms
- Consider optimizing the size of your photos and videos for faster page load times. Obviously, improving the quality of your code is a big plus. Finally, remove any unnecessary plugins, as they likely also slow down your performance.
Optimize the photos on your product page
- Ideally, use a neutral background for the main photo: white, black or beige.
- The main photo should be high quality and entice the viewer to see more or proceed to checkout.
- Supplement the main photo with images showing the product in context.
- Play on the size contrasts between the product and the background context.
- In some cases, it may make sense to blur the background context.
- Show the product from multiple angles.
- Enable a zoom function so we can see the product more closely.
Make it easier to navigate between product pages
- The visitor is likely to want to see other products on your site: suggest they see similar and/or complementary products.
- Integrating a breadcrumb trail at the top of the page will allow for smoother navigation, without necessarily having to go back through the menu.
Use eye-catching visuals
Beyond the purely UX aspect of images, visuals are crucial for capturing visitors' attention and encouraging them to learn more about your product. High-quality, well-placed images can make all the difference. They should show the product from different angles, in use, and in context, giving consumers a complete view of what they are buying. Remember that online consumers cannot touch or try products, so high-quality visuals are essential to compensate for this limitation.
In addition to images, videos can be extremely effective at showcasing your product's features and benefits. A video can show the product in action, explain how it works, and highlight its key advantages. Unboxing videos, product demonstrations, and customer testimonials are especially popular and can greatly enhance product understanding and appeal. Ensure that videos are short, well-produced, and offer added value compared to images.
Infographics and animations can also be powerful tools for explaining complex concepts or technical features. For example, an animation can show how a product is assembled or how it works internally. Infographics, on the other hand, can summarize the product's key features and benefits in a visual and easy-to-understand way. These visual elements can make the product page more dynamic and engaging, helping consumers better understand and appreciate the product.
SEO optimization for product pages
Search engine optimization (SEO) is essential to ensure your product listings are found by search engines and, by extension, by potential customers. SEO begins with researching relevant keywords. These keywords should be the ones your potential customers use when searching for similar products. Use keyword research tools to identify the most popular terms and naturally incorporate them into your product listing's title, description, and tags.
In addition to keywords, SEO optimization includes the use of meta tags, meta descriptions, and optimized titles. Meta tags help search engines understand what your page is about, while meta descriptions provide a concise yet compelling overview of your product, which can influence click-through rates in search results. Ensure that each product listing has a unique and engaging meta description that includes key keywords and encourages users to click.
The structure of your product page also plays a role in SEO. Use headings (H1, H2, H3) to structure the content and make it easier to read. Headings not only help search engines understand the hierarchy of information, but they also improve the user experience by making the content more accessible. Include internal links to other relevant products or pages on your site to improve navigation and encourage visitors to explore further.
Integration of customer reviews and testimonials
Customer reviews and testimonials are powerful tools that can significantly influence purchasing decisions. They provide social proof, demonstrating that other consumers have had positive experiences with your product. Integrating customer reviews directly into your product pages can boost visitor confidence and encourage them to make a purchase. Ensure that the reviews are authentic and varied, covering different aspects of product use.
To maximize the impact of customer reviews, display them strategically on the product page. The most positive and detailed reviews should be highlighted, while shorter or less relevant reviews can be placed further down. Use memorable quotes as review titles to grab attention. Including photos or videos of customers using the product can also add a personal touch and strengthen the credibility of the testimonials.
Video testimonials are particularly effective because they show real people expressing their satisfaction. A well-produced testimonial video can convey emotions and experiences that text alone cannot capture. Encourage your satisfied customers to share their experiences via video and integrate these testimonials into your product pages. This not only adds credibility but can also improve engagement and conversion rates.
Compelling calls to action
Calls to action (CTAs) are essential elements of any successful product page. They guide the visitor to the next step in their buying journey, whether it's adding the product to their cart, signing up for a newsletter, or requesting more information. A good CTA should be clear, concise, and compelling. Use strong action verbs like "Buy Now," "Add to Cart," or "Get More Information." These verbs encourage visitors to take immediate action.
To make your CTAs even more compelling, create a sense of urgency. Use phrases like "Limited Offer" or "Low Stock" to encourage visitors to act quickly. Special offers, temporary discounts, and promotions can also be highlighted in your CTAs to increase incentives. For example, a CTA that says "Enjoy 20% off today only" is much more appealing than a simple "Buy Now."
Calls to action (CTAs) should also be visually appealing. Use contrasting colors for CTA buttons to make them stand out from the rest of the page. Ensure the buttons are large enough to be easily clickable on all devices, including mobile. Place CTAs strategically on the product page, such as at the top, next to product images, and at the end of the description. Effective placement can increase the likelihood that visitors will click and take action.
Analysis of your product listing's performance
Once you've set up all the key elements of an effective product page, it's crucial to track and analyze its performance to identify strengths and areas for improvement. Use analytics tools like Google Analytics to monitor important metrics such as conversion rate, bounce rate, and time spent on page. This data will give you a clear understanding of how visitors interact with your product page.
In addition to analytics tools, A/B testing can be extremely useful for optimizing your product listings. By testing different versions of your product listings, you can determine which elements perform best. For example, you can test different headlines, descriptions, images, and calls to action to see which generate the most conversions. A/B testing allows you to make decisions based on concrete data rather than assumptions.
Don't forget to gather direct feedback from your customers. Surveys and questionnaires can provide valuable insights into what your customers like and dislike about your product listings. They can also uncover problems or obstacles you hadn't considered. Use this information to make continuous adjustments and improve the user experience. Regular analysis and ongoing optimization are essential to maintaining high performance on your product listings.
Here is an illustration of an optimized product page.
This is just a suggestion. We encourage you to adapt it based on everything we've discussed in this article and what you've defined in your strategy.
The potential "extras" to implement depending on your strategy
- Indicate the minimum purchase amount for free delivery, for example in the top bar. Emphasize the word “Free”.
- Please specify the cost and delivery time.
- Use a secondary photo to also showcase the benefits of the product (give an example).
- Indicate the sizes and their international equivalents (where applicable) if it concerns clothing or shoes.
- Sticky add to cart (desktop and mobile).
- Cross-sell / upsell in “checkbox” mode
- Content sections highlighting the benefits of the product, its manufacturing process, or the brand's universe.
- Testimonials
It is possible that despite all this advice, you may still need to be assisted by a Shopify agency , so don't hesitate to contact us!
Conclusion and best practices to remember
In conclusion, creating a visually appealing and converting product page requires a holistic approach that incorporates several key elements. A well-designed product page should capture attention, provide clear and detailed information, and encourage purchase. To achieve this, it's essential to understand your target audience, use eye-catching visuals, write persuasive descriptions, and optimize for SEO. Integrating customer reviews and testimonials, along with compelling calls to action, can also significantly enhance the effectiveness of your product pages.
Remember to regularly track and analyze the performance of your product pages to identify strengths and areas for improvement. A/B testing and customer feedback can provide valuable insights for continuously optimizing your product pages. By applying these best practices, you can not only attract more visitors but also convert those visitors into loyal customers.
Finally, remember that the key to success lies in attention to detail and a commitment to continuous improvement. Every element of your product page must work in harmony to deliver an exceptional user experience. By implementing the strategies and tips presented in this guide, you'll be well-equipped to create product pages that truly stand out and drive sales.
