The Perfect Product Page

When giant 19th century dry goods establishments like Marshall Field & Co. shifted their business from wholesale to retail, the visual display of goods became necessary to attract consumers. Store windows were often used to attractively display the store's merchandise. Over time, the design aesthetic used in window displays moved indoors and became part of the overall interior store design, eventually reducing the use of display windows in many suburban malls.

In the beginning of 21st century, visual merchandising was becoming a science. Currently, visual merchandising has become a major tool of business promotion which is widely used to attract customers and increase sales. (Wikipedia) 

We may not have physical storefronts on Shopify but our product pages are the digital equivalent. So, what makes the perfect product page? 

Simply, how well it converts. There are a combination of things that truly make a high-converting product page so let’s discuss the perfect product page and what should always be included. 

Great Images

Making your product appealing online can be difficult. In retail, customers can touch, feel and pick up your product. This physical interaction truly impacts their shopping experience. It may seem like you are at a major disadvantage with a digital storefront but actually, Shopify can provide you with an opportunity to create a visual narrative around your product.

In a survey by Weebly, 75% of respondents said that product images were “very influential” in whether they made a purchase.

The idea is to utilize specific product images that allow consumers to imagine what it would be like if they already had your product. Additionally, you can ensure that the best aspects of your product are being represented. It’s important to take the time and invest in high-quality images for your product pages. Curate these images and create a perspective in the potential consumer's mind. 

Strong Product Descriptions

Visuals are hugely important to a digital shopping experience but so are the written descriptions. Unfortunately, most brands use this as an opportunity to pack as much information as possible into an area the size of two postage stamps. 

Brevity is key. Refine your product down to 3-5 key attributes. Focus on what truly differentiates your product in the marketplace. If you believe it’s more than 3-5, you’re likely wrong. 

Keep in mind, your website allows you to also educate consumers on what differentiates your brand from your competitors. So product descriptions should not be an opportunity to communicate key brand attributes but specific product attributes. 

Social Proof

92% of consumers say that online reviews influence their purchase decisions. Additionally, testimonials can increase conversions on product pages by as much as 34%. Social proof plays a huge role in building consumer confidence. Here are some examples of social proof on product pages. 

• Written Reviews

• Reviews with Images

• Video Reviews

• Social Media Integration

• “X Number of Units Sold”

• “As Seen On”

• Available At These Retailers

Any of the above will drastically increase conversion rates on your product pages, but combining them will have compounding effects. A great product page will not only include written and/or video reviews but showcasing posts on social media of customers loving your product. Add in sections such as available at your favorite retailers and as seen on your favorite talk show and you have dramatically increased the likelihood of conversion. 

Ease of conversion

This brings us to the most important aspect of a product page, ease of conversion. All of the above can be implemented perfectly but if it is difficult for the user to convert then it’s all a giant waste of time. 

First, you want to be sure your “Add to Cart” or “Buy Now” button is above the fold. Essentially, a user does not have to scroll to see these buttons. Remember that a shopping experience can change significantly based on the device type. Be sure to always test your product pages on multiple devices and ensure your call to action is above the fold. 

Secondly, make sure your product prices and quantity are clear. Confusion surrounding how much a customer is getting and at what price will provoke hesitation. These aspects should always be stated clearly and in a large enough font that a majority of users will clear

Lastly, don’t clutter up where customers convert. With the countless apps available on Shopify today, product pages have become a frenzy of buttons and options. Subscribe and Save, Limited Time Offer, Save 15% Today, Free Shipping Over $50, Customers Also Buy. Be strategic with these options, don’t clutter your product page to the point of confusion. 

A quality product page on Shopify can help you increase conversion rates, average order value, and customer lifetime value. Take these tips and go create the perfect product page. 

Now go and grow. 

J