With immense competition, an e-commerce business is not easy nowadays. Businesses struggle to stand out from the competition and for consumers, it is hard to find a brand they can trust. The road to success is a mix of elements in optimizing product content.

A product page on an e-commerce website development defines a product and its features in its entirety. This includes features like size, specs, color, price, and more.

Why is the product page on an e-commerce website important? 

A product page on an e-commerce website describes the product to the customers. Here, they will get all the information about the product they want to buy. Therefore, it is the most important aspect of your online store. Your product page should provide a detailed description of: 

• What does the product offer?
• How to use it?
• How will it help customers?
• Why do they need it?
• What are its unique features?
• The customers’ experience when buying it.
• Customer ratings and reviews.
• Pictures and videos to enhance the written description.

 Some product pages also include FAQs, especially in the case of physical products. It helps customers if they have any product-related queries. Therefore, your product page should convince customers to click the buy button and also serve as a resource even after purchase.

Why is e-commerce product page design important?

Well-designed e-commerce product pages convey the featured products’ values while providing a great user experience. Creating the best product page is essential as the user will make an important decision on this page, which is whether to buy or not.  

Conversion rate optimization, best practices, and incorporating UX features can increase the conversion rate on your product pages and improve the overall revenue of your website.

Elements of a great product page design 

A notable e-commerce product page increases conversion rates while reducing cart abandonment. Great product pages keep customers browsing for a longer time and, finally, purchase. To achieve this goal, you need to ensure that your product page design and increase customer experience  is the best. Essential elements in a high-performing product page include:

Motivational headlines

Your headline should carry important information needed by customers so that people are motivated to buy your product. Including the product name, color, model number and branding are important. 

Model numbers are very important to anyone searching the web for clothing or electronics. If they know the model number they want, your product page will probably show up in search results.

Add a sales pitch as an elevator 

A sales pitch is a version of your business plan to potential buyers. Depending on the format, this may be a multimedia presentation or a face-to-face personal pitch. Writing a business pitch is like handing out a proposal to prospects.

Choose the single most important product feature and clearly state its value to your audience. “Tap a button, get a ride” is Uber’s one-sentence pitch that sums up their entire service.

High-quality product photos

Images matter the most on the internet. Blurry, poorly lit, and hard-to-read photos don’t show your products clearly. Your website acts as your virtual showroom, so display products in their best light. If your budget allows, hire a professional or take quality pictures yourself.

High-quality product photos show customers that you are serious about your business and want to give them more clarity. Great product photos mean a lot if they load fast. In that case, your bounce rate will be reduced.

Prominent Add to Cart buttons

Ideally, your call-to-action buttons must be large, with a big font and a color that stands out from the rest of the page. They should be placed where they are easy to find, at the top of the page so visitors don’t have to scroll much.

People can easily buy if they find a button to click. The Add to Cart button should be impossible to miss, even for someone who isn’t internet savvy.

Encourage customer reviews

Submitting testimonials or reviews can be challenging, but they are worth the effort. When potential customers see 40 product reviews and most of them are good, it immediately builds credibility and trust.

The product review section makes it easy for customers to write reviews directly on your product pages. They can leave text, star ratings, photos and even videos.

Product specifications and details 

Not everyone who visits your product page is ready to buy. Many are browsing to compare. Specific details can make it easier when they are comparing a product to others on your site, or ones on other sites.

When products carry precise details in tools and equipment, clothing, outdoor gear, home decor, food and more, buying becomes easier. No one will buy an appliance with just a picture, without any usage and safety details!!

Videos

A video on your product page humanizes your company, provides visual context and speaks directly to your strongest leads. Videos are great for your product pages and add life to your products.

Product videos are proven to capture the attention of your ecommerce customers and convey more information than any other medium available. Consumers stay longer on websites with videos.

Answer customer questions

Your customers may often ask the same questions. Reply to them proactively in your product descriptions. A dedicated FAQ section shouldn’t be just for answering buyers’ most pressing questions. You can give them what they need on the product page itself.

At the same time, it is also important to include a FAQ section that answers the general questions. This section displays the frequently asked and should be in a style that streamlines the responses and also saves screen space.

Best practices for product detail page design

When you improve your product detail page design, you also increase the overall functionality and navigation of your e-commerce website. A few best practices to implement into your product page strategy include:

• Product page UX

Optimizing user experiences means constantly experimenting with new strategies to identify opportunities and points for improvement. Using a digital experience optimization solution, you can test any aspect of your product pages, and edit content and formats directly with an intuitive visual editor.

It is wise to experiment with website variations on a small scale so that you can test the viability of your idea before investing in permanent changes or edits to your website.

• Optimizing product page SEO

Improve your site’s search engine ranking by doing extensive keyword research. You may want to identify both the short-tail and long-tail terms that your target audience will use when they are searching for the products your e-commerce shop offers.

Include similarly relevant keywords in the title, description, and image alt text of your product pages to increase your site’s discoverability

• Defining your buyer persona

Before launching your e-commerce store, take the time to map out your customer persona. Identify your target audience in advance to know the specific features and benefits to highlight product promotion.

Understanding your customers’ needs, goals and values ​​is important to know how to provide them with targeted solutions.

• Formatting description with bullet points

Writing in-depth product descriptions means you also want to make sure the text format is easy to scan. Most online shoppers won’t take the time to read bulky text paragraphs if they’re only browsing.

Draw and engage your audience’s attention to your product pages by using easy-to-read bullet points to list important details and key benefits.

• Featuring the best sellers

It works well with new and indecisive buyers. Best-selling items serve as social proof that gives customers confidence and trust that the featured product is rated well by others as well.

It cuts down on more research or shopping as the best choice recommendation comes to them, accelerating the customer’s journey to buy a popular product.

• Make sure your product pages are mobile friendly

According to statistics, the average e-commerce site sees an 80% cart abandonment rate, with the most cart abandonment coming from mobile devices.

Across different devices, high bounce rates often result in websites that are not designed for diverse use. It means that e-commerce stores that doesn’t have mobile-friendly websites are likely to fall short.  

Bottom Line

Product descriptions are essential to a successful online business as they help you be more visible online, share information needed by consumers to make a buying decision and, therefore, lead to more sales.

Impressive product content on your e-commerce product page will help you beat the competition and boost your turnover.  You need to make it accurate and complete for customers to understand how your product will solve their problem or need.

Make them feel special by creating an authentic product page description that will be tempting enough to make them buy your products.