Top 5 Features of a High-Converting Product Page

AKA: How to showcase your products better to sell more of them.

While the homepage of your website is important, your product pages hold the key to converting - or losing -customers. It may feel obvious what should be included but it’s easy to overlook simple but highly effective add-ons that will take your product page from good to great. It’s also important to remember that some customers may land directly on your product page and bypass the rest of your website completely, you can’t therefore assume they have much prior knowledge about your product or your brand.

Key Feature 1: Multiple Images

Images on a product page...sounds obvious, right? But it’s surprising how many e-commerce websites use a single image on the product page and assume it’s enough. It’s crucial to have more than one image of your product. Showcase the product from different angles, such as still-life and in-use, opened and closed (if it can be), the raw product if it’s food, drink or beauty i.e. not just in the packaging, close-up and detail shots, and with complementary products if it’s relevant.

Multiple images ensure that someone who has never seen your product in person can get a good understanding of its features and functions. A more informed buyer is more likely to shop and less likely to return the product.

Key Feature 2: Video

If a picture paints a thousand words, videos paint tenfold. Product videos can be as simple as showing the product in action - for example, a dress could be shown on a model walking or twirling. Or, they can be as complex as animated exploding diagrams (think brands like Dyson) or highly produced mini-campaigns.

As video becomes the go-to across other channels like social media, it's easy to see why it's a compelling add-on to a product page. Videos also encourage shoppers to linger longer, boosting your website engagement which can positively affect SEO (Google will like it).

Key Feature 3: Detailed Product Descriptions

Again, this one sounds obvious, but product descriptions should be clear, concise, and on-brand. They need to provide basic information about the product such as material or ingredients but they also need to connect to customers on a more personal level. Examples of how to use the product can help customers picture themselves using it, or suggest new ways that might inspire them. Step-by-step instructions may help if it's not obvious or if there are best-practice ways to use them.

The story behind the product is a great way to connect to customers on a more personal level - why did you create it?

Key Feature 4: Social Proof

People buy from people, including other customers. Genuine customer reviews, ratings, photographs, and user-generated content all add to the overall quality of a product page. It's hard to scroll past a product that has hundreds or thousands of positive customer reviews. Small businesses and start-ups can benefit from building reviews and gathering feedback from the outset, to build brand credibility and authority.

Prioritise reviews by building them into your website or using an external app/plugin that makes it easy for customers to leave them – and make sure to request them after purchase. A simple post-purchase email flow can provide shipping information, nurture customers, and request reviews.

Key Feature 5: Complementary Items / Up-Sells

If you have multiple products in your e-commerce store, it's likely some of them pair together or are designed to work synonymously. A "Goes Well With" section on your product page can help simplify choices and increase order value. A loose-leaf tea brand could sell a tea strainer or teapot. A jewellery brand might offer a gift bag as an add-on knowing many purchases are gifts. A clothing brand could use a "complete your outfit" approach by showcasing complementary items.

It's always worth showing more of your products, ideally to complement but it could be as simple as "you might also like" with some links to other items.

While there are other things you'll see on product pages, these are my top five to include in your product pages to encourage more sales.

If you need help with your Shopify website, whether designing from scratch or tweaking what you currently have, please get in touch.

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Email: erin@andshortcreative.com.au