Product page without secrets
It’s time to look at the product pages in our online store as a form of communication with the customer, and thus the business card of the entire range. So today we provide you with a number of useful tips on how to prepare a product page that calls for interaction and leads to a conversion.
We would not be ourselves, not to mention the essence of SEO and the need to create unique, high quality content. So the strength lies in the keywords, thanks to which you will increase the ranking of your store and engage the appropriate target group. The most important rule – do not copy the content, neither the producer’s websites nor the product pages of the competitors. Invest time and funds in unique descriptions, not forgetting about proper content optimization and headline hierarchy.
Before you start work on the content, refine the target for your products and think about the communication strategy with the recipients. There are products that, thanks to the descriptive frame, gain their buyers, but there is also an assortment in which the biggest marketing scraps will not help. Let’s take, for example, the industry of tools, imagine the owner of a workshop with 20 years of experience, which in search of an angle grinder, enters the description of a wonderful yellow, like a lemon, the color of prestigious equipment. Do you think that here color really matters or, above all, parameters?
2. It’s image that sells
Above the description matter, remember that the lack of a detailed product picture, captured in many perspectives, will not lead to sales. The photo section on the product page is one of the key elements, and the illustrated amount of product details inspires the confidence of the most demanding customers. An interesting solution is functionality in the form of a zoom, or the whole gallery, allowing you to view the product at a larger size.
And if you are selling a product whose value best represents a moving picture, as they say – go for it! Video on the product page is a huge added value, in the era of the current YouTube boom, it can not go wrong. This form of product presentation does not have to be just a marketing spot, even assembly instructions or the presentation of attributes in the form of GIFs becomes a significant distinctive feature.
3. Sales techniques
We will not discover America, mentioning up-selling and cross-selling, but it really works. And it is not only about increasing the value of the basket by offering a more expensive product equivalent, or by providing complementary goods to the customer, it is about making the user aware of the demand for a given product and help in making a decision. This is why the product page should include a section with a choice made by other customers, products with a slightly higher price and more expensive alternatives, or options especially recommended on a given day.
Make sure that you provide the user with the most intuitive solutions in your online store. A way to find a product faster and to shorter purchasing process can be filters, that thanks to the transparent parameters, allow you to narrow down the product group. Think like a customer and choose appropriate parameter values, using which the user will search for the most desired product.
Each of us checks opinions about a given store, it is just as natural as the seller’s comments on Allegro. Therefore, we can not be surprised that the reviews and comments on the product page are often a decision-making factor in the purchasing process. So take care of this section in your online shop, share your clients’ opinions, send a comment request after each transaction. This is what the users visiting your store will suggest.
6. Power of social media
Remember that social media solutions are not only about running social media channels and integrating the store with them. It’s also, and perhaps above all, allowing customers to recommend products on their profiles, as well as informing friends about a given prey from your store. So take care not only about social media icons, but also the button ‘Share with a friend’, which allows you to send an e-mail with a link to the product.