If the product page were an employee, it’d belong in the sales team. Its primary responsibility is to sell the product to customers, using every persuasive tool and technique in its arsenal, convincing the customer beyond any reasonable doubt that they need the product in their lives.
An exceptional salesperson intuitively understands a customer’s needs, can anticipate the questions that will be asked, and answers every question with accuracy. An exceptional ecommerce product listing page should do exactly the same thing—a standard product listing template won’t cut it. In this article, we’ll talk about what your product page needs to be a first-class, effective salesperson, who fully encompasses design best practices, and can close sales with effortless ease.
Precise product name
The product name allows the customer to determine whether they’ve found their desired item, so should include key identifying information. This might include the product’s brand name, a concise description, and the model number, for example “2017 HASA TI800 Shimano 105 22 Speed TITANIUM Road Bike 56cm”. A precise product name assures the customer that they’re in the right spot.
High-quality imagery
High-definition, multi-angled product imagery will instil confidence in the quality of your products, and allow the customer to get a good understanding of the item’s composition, helping to inform their decision to purchase. The ability to zoom is essential, as is being able to quickly navigate through the images. It can also be helpful to add some photos of the product in use, demonstrating how the item is typically operated.
Great product imagery can be achieved with a digital SLR camera, a white background, and a little experimentation. Alternatively, you can consider hiring a professional to do the work.
Pricing incentives
A rare bargain is difficult to resist, and should be communicated clearly using sale labels, percentage reductions, and a countdown for when the sale is over, each yanking on the customer’s attention and encouraging them to buy.
If a product is discounted when purchasing in bulk, this information can be laid out in a table, displaying the purchasing brackets (e.g. 5-10 items), and the discounted unit prices for each bracket. This is essential if you’re a wholesaler.
Free shipping is another incentive that should be clearly highlighted to the user, and can be made more potent by guaranteeing same or next day delivery when ordering before a certain time of the day.
Key information
This is where much of the sales magic happens, in the form of short, concise bullet points that explain why the product is worth buying. Good examples would be “the world’s most popular vacuum”, or “20% longer lasting than the leading competitor”. Each bullet point should help to nudge the customer towards the add to cart button.