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A product page on an online store’s website is a kind of showcase, the task of which is to attract attention, interest the buyer, present the product favorably and, of course, encourage purchase. It plays a key role in the conversion chain, and its content, design and convenience determine whether the visitor will make a purchase decision or continue the search. It is important to approach creating a product card like a landing page.
The main objectives of a product card are to attract traffic and maximize conversion. To do this, it is important to work on its SEO optimization, usability, commercial factors and other important aspects.
We present a checklist with recommendations that can and should be used when developing a product card.
Unlike a traditional store, in an online store you cannot touch the product with your hands. The first idea about it is formed by the image. Therefore, it is important that the photograph is of high quality: correct color rendition, clarity, several angles of the product, a detailed image.
It is effective to demonstrate the product in context: a watch on the hand, glasses on the face, furniture in the interior. Ready-made photos from manufacturers can make life easier, but reduce buyer confidence.
Publishing reviews significantly increases the trust of visitors. Even negative reviews can be beneficial, as they demonstrate activity on the site and show that the product is actually used and discussed. 8 out of 10 buyers look for other people's opinions before making a purchase online. If your store is just launching, offer discounts or bonuses to those who leave reviews.
Don’t forget to set up an automatic newsletter asking you to share your opinion about the product.
Some buyers at the decision stage will want more information. Try to provide them on your website and not on third-party resources. Make sure that the product card contains information about:
For the convenience of the user and to simplify the distribution of the link, the URL should be clear and logical:
http://lawstore.com/categories/product-name
This is much more convenient than a URL with a set of random characters:
http://jurstore.com/p/?=AFsgfGSD14543
In the title, it is important not only to indicate the name of the product, but also to supplement it with attributes that are important to the buyer. For example, for a shirt this could be: brand, type, color and material.
For accessories, the appropriate scheme would be: product type, brand and model.
Breadcrumb navigation helps the user navigate the site by showing the entire path to the current page. This is especially useful if the visitor is not looking for a specific product, but a category of products. He can easily return to the previous level without starting the search again.
There is no need to repeat yourself in descriptions, which are already sufficient in the images. It is better to focus on details that are not obvious in the photo. These could be:
Product reviews and tests help buyers evaluate a product from different angles. This is especially important when selling equipment, but this format can be adapted for most products. If your online store has a blog, links to reviews can be displayed on the pages of relevant products.
Don't forget to use user-generated content - photos attached to reviews, which helps increase the credibility of the product.
Video can significantly increase conversions and differentiate your page from your competitors. However, creating your own video content can be time-consuming and resource-intensive. The solution is to use promotional videos from manufacturers or reviews from bloggers, inserting them through YouTube.
Social proof is a way to show that a product is in demand. You can use ratings, “Add to Wishlist” buttons, or counters that show how many people have already purchased the item. This will help increase the credibility of your store.
The buy button is the most important element of a product page. It should be visible and intuitive. The buyer must clearly understand what will happen after clicking: adding to the cart or immediately placing an order.
Don't be afraid to highlight the button with bright colors or make it more noticeable in size. A good designer will help you integrate the button organically into the overall design of the page.
Recommendations of related products on the product card are not only a way to increase the average check, but also provide the buyer with alternatives. These are popular marketing techniques such as “up-selling” and “cross-selling”.
Information about payment methods and delivery should be easily accessible. It is best to display this data on the product card in a compact form so that the buyer does not need to go to other pages.
Different people have different preferences. For products with selection options (color, packaging, size), ensure that the selection options are clearly visible and easily accessible. These parameters must be reflected in the shopping cart when placing an order to avoid order errors and product returns.
Proper Alt descriptions for images help search engines evaluate the relevance of a page. It also increases the likelihood of your product appearing in image search results.
You shouldn’t “fill” Alt descriptions with keywords, but you shouldn’t leave them empty either. Make them informative, taking into account the page headings.
Structured markup helps draw attention to your product in search engines. It displays additional information in snippets, such as price, reviews and product availability, which increases click-through rates.
Open Graph meta tags allow you to control how your page appears on social media. This helps draw attention to products when links to them are shared in instant messengers and social networks, creating an attractive preview.
If the product page is still indexed by search engines, it can continue to generate traffic even if the product is sold out. You should only delete pages of products that are no longer on sale. For sold out items, you can display similar items or offer the option to notify you when they go on sale.
