Standing out from the competition on the Internet and attracting customers to your online store is only half the battle. This is a very demanding task, but even if successful, it does not guarantee sales. It is very likely that your customers also visit competitive websites. Therefore, it is only when a customer navigates your website, views product pages, that the process begins, which will decide whether they will buy a given product from you or from a competitor.
Let’s think for a moment about what a customer who is currently viewing products in your online store thinks. It doesn’t matter at this point how they got there. If they’ve ended up here, they’re definitely interested in what you’re selling to some extent. When they’re on a specific product page, you’ve done a great job of enabling them to find exactly what they’re looking for, for example, with user-friendly navigation or a search engine. This is the moment we’ll focus on in this and subsequent articles.
Let’s start with a very important fact: when a consumer lands on a product page, they are often determined to complete the purchase process. Whether or not they do so depends on how well the page is optimized for conversions.
4 Product Page Elements
Before we go any further, let’s get the basics out of the way. All product pages should have the same elements:
- Product
- Branding
- Design
- Copywriting
It seems obvious, but surprisingly often it isn’t: the product page, as the name suggests, is where the product plays the main role. Not the story or the advantages of your company, not other products or links to other subpages, but this particular product must be the center of attention. After all, it’s their page.
Your logo can be on the home page and elsewhere on your site, but it also needs to be on every product page. Why? It’s simple: not everyone who lands on a product page will also see the home page, for example. It all depends on where your traffic is coming from.
The right design is one of the most important elements of a product page. Even if you take into account all the other necessary elements, if the product page is not functional and user-friendly, you will not sell the product. Remember also that we are already 20 years into the 21st century. The design of the page matters. What will the customer think if he comes across an archaic graphic design? Will he trust such a store?
You won’t sell products without the right copy either. This is a critical element in the consumer’s decision-making process. A solid product description and emphasis on its benefits must work well with your branding so that the customer’s experience with your brand is consistent and encourages them to make a purchase.
Now that we know what the 4 essential elements of a product page are, let’s take a closer look at ways to optimize it in the next article.