July 27, 2015
The product pages of your website are your showroom and they must be displayed properly to achieve maximum results. This does not mean that all product pages should look alike. There are many ways to be creative yet effective.
Many of us focus our attention on our homepage (which is also important) and then just paste up a cookie cutter product page. Taking the time to plan and strategize your product pages is also essential. Cart abandonment is a serious issue for online business owners but there are ways to decrease your abandonment stats.
As we go from website-to-website, we do not want to see clone product pages but there are aspects that should be included in all such pages. Below is a checklist for some of these important elements that will help your product page be more profitable.
1. Product Description – Do not try to write a one-size-fits-all product description. Focus on your targeted buyer and write to them personally. Be sure to include all the benefits the product provides. Try to avoid clone phrases such as best deal in town or superior quality. Your prospect will tend to blur over these types of statements.
2. Product Image – Your product image will be what draws the customer in. Make sure the product details are clearly visible. The image needs to be clear and sharp. A good image will make the product come alive and elicit more of a reaction from your prospect. Using different angle shots of the product can be effective as well.
3. Call to Action – Be sure your call to action button is vivid and clearly placed on the page. Once your image and description do their job, the buy button needs to be right there so customers click it when they are in the buying mood. Be sure to make the button stand out from the rest of the page. Do not let it sink into the background or melt into the rest of the page.
4. Ordering Process – Once your prospect decides to buy your product, you want to give them an easy painless ordering process. The first step of the process is the key and it is also where many prospects abandon the purchase. You want to gather pertinent information from your customer but do not ask them for their life story. I have abandoned many purchases because of the long time-consuming forms to be filled out. You want your ordering process to be as few clicks as possible but you also want to assure your customer that the process is secure. Do not require your customer to register with you. About a third of the orders being processed are ended for just this reason.
5. Social Media – By adding your social media buttons to your product pages you are allowing people to share your products with their friends and followers. This can substantially increase your conversions. Make sure your social buttons are not too intrusive. Make them highly visible but not obnoxious.
6. Shipping Information – One of my pet peeves when ordering online is not finding any shipping information. Always provide clear information on the shipping terms and costs for your customers. Do not make them wait until the end of the ordering process to find out what they will be paying for shipping. Be upfront and concise on all shipping fees. Shipping fees are the No. 1 cause of cart abandonment, so being upfront and letting your prospect know exactly what they will be paying will bring this number down.
7. Size Chart – If you are selling products that require sizes, be as descriptive as possible about what the sizes are and how they fit. Size charts are a great way to do this. Clothes of the same size can fit differently so let your prospects know how your sizes run.
8. No Distractions – Keep your product page as free of clutter as you can. The page should showcase the product and call to action, not a bunch of ads from other websites or companies. Do not have flashing banners or distracting images or videos (unless it is a video of the product).
9. Customer Reviews – When I go shopping online I now expect to see reviews. This has become a staple part of the online shopping experience. Be sure to add customer reviews to your product page. Do not leave out negative reviews. Adding the negative reviews will add to the trust your prospect feels for your company.
10. Subscription Option – Adding a subscription form or box to your product page is an excellent choice. If people decide to buy from you, chances are they will sign up for your mailings. Or, if they are not sure on the purchase, they may subscribe and then purchase down the road a bit. Either way it is a win.
11. Needed Instructions – If the product needs special instructions or information on how to use or its purpose, be sure to provide all the details needed in a clear, easy to understand way. If people are confused about a product, they will not purchase it so make sure they have all the information needed to make the decision to buy.
12. Simplicity – Keep your product pages simple yet professional. The page must focus on the product. Do not add any distracting backgrounds or textures. You want the customer’s eye to go directly to the product and the information. Keep the design consistent. Use an easy-to-read font. Fancy fonts have their place but not on a product page. Make the product page and entire ordering process simple. You do not want your customers to think they need to be a rocket scientist to order from you.
13. Additional Product Options – Many sites have a feature where they showcase similar products. If you do not exactly like the one you are viewing, other options show up for you to look at. This is a wonderful feature that can help keep your prospect shopping on your site instead of going to another.
14. Problem Solution – Let the customer know how your product will solve their problem. Convince the prospect that they need your product to be their solution. If a person does not understand what your product can do for them, it will not result in a sale.
15. A Little Humor – Most people will appreciate a little humor, but be careful to keep it appropriate. Adding a little humor makes the experience more human and this develops trust. Subtle humor can do wonders but beware of using too much humor or offensive humor.
Bonus Tip: Always have your contact information available. If the customer has a question or concern and has to hunt for your e-mail or phone number, they will go somewhere else.
Take the time needed to produce the most mind-blowing and stand-out product pages possible. The time and effort will not be in vain and you will become more successful.
Terri Seymour has almost 20 years of internet marketing experience and has helped many people start their own business. Visit her site for free articles, resources, information, resell ebook business opportunity and more. Get three free gifts including The Big Book of Social Media Tips. http://www.SeymourProducts.com