Product Page: 8 Steps To Product Launch
⏱ Reading Time: 12 minutes
If you manage a business, publishing a website or a product page is a decisive moment for your brand. Everybody understands that successful product page is an essential converting tool, so how do you put more effort into developing one?
It’s the first thing that your customer and your prospects see when they visit your website. And if your product page is not well designed, optimized and organized, it will also be the last time your prospects visit your brand pages.
Moreover, the main purpose of any product page is to introduce people to your new product/service or to list sales and generate more conversions. Read our product page guide and find out how you can build your own conversion rich product page in just eight steps.
Let’s start with the basics.
What is Product Page?
Numerous times you have probably visited a website that offered some kind of, in-depth product or service description. Throughout the webpage, you could read the product or service description, features, pricing, benefits, reviews, and faqs.
Most simply put, the product page is brand website describing the product or a group of products completely. Most of the companies have a pattern or a template which is often reused for every individual product on the website.
Effective product pages directly show the significance of the featured product. They give customers an insight into what the product looks like, and makes them believe that their product is something they definitely need to own.
Why Is Product Page Used?
The main purpose of a product page is to support a user to make a choice regarding buying the product or skipping it. Considering that page triggers the decision from the user, it is crucial that it has “call to action” button and detailed information about its products. Aside from the features, product pages now often offer a demo of the product to aid the potential customers’ in the decision-making process. A product page encourages a decision out of the user, and that’s why it is important.
Picture 1. The product page is a great conversion tool
What Does a Product Page Offer?
The product page gives users all the relevant pieces of information regarding the product. Customers get a chance to learn about the characteristics, observe various viewpoints and opinions from all kinds of different users through their comments, and many more.
A product page can be considered as a website of its own, the reason for that is it contains several smaller pages that include information concerning the product. It is not only responsible for decision making while buying but also assists them after the purchase has been made.
It holds information on the usage of the product, the best practices of customers already using it, and even information regarding what users must avoid while using the product in order to prevail injury and be safe from any harm.
Main elements every product page should feature:
How to Build an Effective Product Page?
1. Determine your target audience and define your product
If you want the right person to see your content, the first step to begin with when building your brand or product is to know what people think of you. Identifying the target audience for your products or services is an exercise that will affect and benefit all areas of your brand building process as well as product page building. Figure out detailed behaviors and lifestyle of your consumers, and be very specific in doing so.
Now that you’ve figured out who your target audience is, give them a reason to choose your product over another. Focus on the qualities and benefits that make your product unique. People generally don’t favor brands that do not tell a story. So tell your story and make customers get emotionally attached to your brand.
Picture 2. Target your audience
2. Position your products well
Product positioning needs to exist on your product pages. It should be as clear as it can be because it’s the first thing a customer notices. You shouldn’t forget to fit in the visual components either, they can be a turning point in customer decision. Products can be positioned by features and benefits.
The feature-based structure tells customers what the specific product does, while the benefit based takes the focus on what customer can do, meaning it shows what product makes possible. Positioning should be as simple as possible, without unnecessary pieces of information and overblown statements.
3. Design your pages with a focus on conversions
Layouts shouldn’t be wider than three columns, and they should always have the most important content in the center or leaning to the left. The most important products should also be as close to the top as it is possible. Reasonably, because the customer doesn’t want to scroll for a product they searched.
Furthermore, adding the product to a cart with just one click, shouldn’t even be questionable. Checkout button should be kept near the images or videos, for a simple reason, people love visual components and they will see it more clearly in places like those. Product descriptions should at all-time be original.
Videos as we said in the previous paragraph, make a huge difference in the customers buying experience. If a picture is worth a thousand words, then the video is worth at least a million. Of course, we’re not talking about any kind of video here. We are talking about product videos that sell! Those videos need to give viewers a sense of how can a product fit in their lives and make them better and easier.
4. Optimize images
We can’t stress enough the significance of image optimization in the means of product pages. Images have an enormous impact on page load times. No one likes to wait for a page to load up, so if images aren’t optimized, pages are slow to load. Latest researches show that around 40 percent of visitors will leave your website if it takes longer than 3 seconds to load. Having that in mind, product pages should be as quick as possible to load and easy to browse through.
A thing that should not be overseen is optimization for zooming. What do we think about that? It means that you should take a feature of zooming products into consideration. Customers like to see a product up close since they can’t physically do so, it is important for them to see a product as close as possible.
Picture 3. Optimize images for your website
5. Optimize For Mobile
It’s essential to spend some time analyzing how your product pages are displayed on different devices. If you have Google Analytics installed, you can examine your mobile and desktop conversion rates to decide if your mobile shopping experience is up to date. There are a few things that you should take into consideration when optimizing mobile product pages. Your images should be front and center.
Additional information should be available to users when they want it, but it should not get in the way of images. Speed up your site by assuring that your images have been resized and you aren’t loading too many plugins. Loading times are especially relevant for clients loading over a mobile interface.
You should think about using a fixed menu so the customer always has access to the search bar, menu, and cart.
Customers on mobile devices will spend less time reading content, so images will play a crucially important part for your mobile customers. Make sure that your images are quick to load and providing the best mobile shopping experience.
6. Optimize Your Linking Game
Including the product name with the category in your page’s URL is the most straightforward method to bring targeted traffic because search engines take URL structure into the account, and your product page will look more relevant to them because of the inclusion of keywords for the product name.
7. Include Live Chat
If a client still has inquiries about your product page, they rarely end up buying. They will assure themselves that they can purchase later and end up abandoning your product page, more than often never to come back. To stop this kind of things from happening, including an option of a live chat on all of your product pages, will help customers get any of their questions answered quickly.
Picture 4. Live chat is a must for a product page
8. SEO Optimization
Product pages usually appear to be left aside in terms of SEO. Product pages present you an opportunity to highlight some of your most relevant and unique content that can help you rank higher in the listings. What should you do in terms of SEO? First and foremost, you should create a unique product description that clearly outlines what your product is and matches the phrases that your customers search for. Secondly, optimize image metadata by adding ALT tags to explain the image, suitable title tags, and related file names. Also, as said before, consider adding videos to your product page. Whether videos do any help to your page with SEO is questionable, but they can surely help you give more comprehensive context to products which can increase your conversions.
Product Page Best Practices
Naturally, some organizations do this better than others. We made up a list of ones we find most compelling and interesting.
This one made it to the top of our list, Bellroy makes a thin wallet, and how better to show customers what your product does than comparing it to the regular-sized wallet. There’s even an interactive section showing how the skinny wallet is going to fill up compared to another, not a Bellroy wallet. As users move a slider back and forth along a line, both wallets fill up with cards and cash, displaying the very issue that Bellroy’s skinny wallet solves visually. Thus, a customer sees a problem with their wallet and gets the solution just by seeing how their wallet helps, then customer proceeds to the part where he gets to choose what kind of a wallet they like the best, with prices written clearly. Good job Bellroy.
Picture 5. Bellroy wallets
Everyone loves to travel, so why complicate things while planning it. Airbnb gives us clear and useful information all in one spot. Most of its pages have high-quality photos, maps, and other tools that potential customer can use. The greatest benefit of its product pages reviews. This function gives a customer clear insight into how others saw the apartment or a house used. On the front page, you can choose whether you want accommodation, experiences, adventures or restaurants. It is intuitive and really easy to use.
Although it largely depends on the seller itself, Amazon’s’ product pages are clear and concise, showing us all we need to know about the searched product. Moreover, Amazon has a part that shows us things that were bought together. Let’s take a DSLR camera, for example, if you are watching to buy a camera, Amazon’s algorithm will suggest you buy a camera battery, camera stand, etc. Another great thing that they do is, they create scarcity, deals that will soon end and premium price if you decide to buy just now. The comment section can also be of huge help for indecisive customers for it is a real-life experience testament of the people who already bought a certain product and used it.
Volkswagen takes you to a whole another level with their interactive approach to product. Rather than listing all of the features you can get in a car, the company leads you throughout the process of actually constituting your vehicle. Volkswagen shows you the various features you can choose from, then presents you a preview of how the car will look like and how that affects the price. It’s an enjoyable way for the brand to remove that “boring” salesman simply by enabling customers to get pieces of information about selected features independently. There is also a feature that enables you to find which of the nearby dealerships has the vehicle with all of the preferences as one’s inventory. If you don’t like that kind of a website, they also have a regular ono, which is also a pretty clean and gives customers a great insight into what they could get for their money.
Picture 6. Customize your car on Volkswagen product page
Bright colors and text let the customers know about sales and deals at a first glance. Below all that glow and glitter, lay links to the most popular products and coupons. The companies user interface is intended to assist customers to browse and shop faster. Product categories are placed out in a clear, straightforward way by the type of clothes. To be more helpful, additional filtering is an option. You can filter by size, color, and price. It is a great time saver for the potential customers to narrow down to the items from the wide selection that has been given. Customers can also hover over a certain product to see it from different angles without even having to open the product page. In the product page itself, all the essential information is given through descriptions within a single page view. 21 also makes great use of product recommendations based on browsing history and matching products that are often purchased together.
Creating a well-designed product page that will show up to be a great converting tool is not an easy job to do, yet it is a necessity if you want to strive in today’s business world. You shouldn’t be afraid to think outside the box, be creative and do things differently as we saw from some of those examples. To sum up, make it fun and interesting to browse yet at the same time clean for customers to find what they are searching for. It should be informative but with having in mind that too much information could easily backfire and bore out the customer.
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