The key to effectively selling a product is first selling its value. Without a dedicated eCommerce product page, you risk losing high-value conversions, product visibility, and lucrative opportunities. Fortunately, curating an enticing and perfectly crafted eCommerce product page with the best practices in your back pocket is entirely doable.
Whether launching a new product or looking to place your existing inventory in front of the right audience, this quick yet comprehensive guide will tell you everything you need to know about crafting an effective eCommerce product page.
The Benefits of a Well-Designed eCommerce Product Page
If you’re already leveraging the apparent benefits of selling on high-traffic platforms like Facebook or Instagram, creating a dedicated eCommerce product page might seem counterintuitive. However, doing so provides dozens of opportunities you may be undermining.
Increased Customer Reach
Firstly, thoughtfully crafted eCommerce product pages provide easy access to millions of customers. Whenever a potential customer is on the hunt for something you sell, having a beautifully designed and SEO-optimized eCommerce product page can place the solution in the palms of their hands.
Think of it this way—there are 2.14 billion online shoppers actively searching for the right products every day. You can gain both brand exposure and much-needed conversions by publishing product pages.
Even the most intelligently designed products won’t sell if potential customers don’t understand their value. The good news is eCommerce pages can provide the information they need, making customers more confident and satisfied with their choices.
Immediate and Effective Promotion
Especially if you run a brick-and-mortar business, publishing an eCommerce website can drive brand visibility online and in person. Optimizing product pages for local searches can go a long way for companies with multiple locations.
Low Cost to Run
Not only can you launch an eCommerce product page from anywhere—you can also publish and maintain one for a relatively low cost. Once your website is up and running, you can even automate multiple CRM functionalities such as follow-up communications, custom offers, and more.
Consistent Online Presence
Nowadays, every business has an online presence. Without a unique online identity, you stand to lose thousands of potential customers.
Not to mention, consumers trust businesses with who are consistently online and frequently update their listings with the correct information.
Reporting and Insight Opportunities
Selling online provides a unique opportunity to get to know your customers more closely than you would in person. After all, you obtain a wealth of information from purchasing forms alone. Not to mention, you can get a closer look at what people are buying and what isn’t performing well in terms of sales.
Nowadays, there is an abundance of analytics tools that can help you optimize marketing efforts and sales.
Best Practices for Crafting High-Converting eCommerce Pages
Now that you know the obvious benefits having an eCommerce product page has to offer, it’s time to put these best practices into action.
Clear, Professionally Shot Images
Compared to long-form content without images, those with big, clear pictures get about 94% more views. Using images visually communicates your product to readers—publish them in high-resolution and in multiple angles to add dimension to the overall look of what you’re selling.
Keep in mind that large images can also affect your page’s usability—so be mindful of how long it takes an image to load. Consider different image formats and which one provides the fastest-loading speed.
Compelling Product Descriptions
With every product photo comes a compelling and straightforward description. You want to keep these overviews concise while providing the appropriate amount of information.
At the very least, you should include information like the product title, price, features, and a clear call-to-action. Not ever product will be easy to sell. As such, communicating its value can give it the push it needs.
Incorporating quick and positive reviews can also help increase sales.
Mobile Responsive Designs
In 2021, mobile shopping was responsible for 72.9% of all eCommerce sales. To put things into perspective, that means three out of four potential sales are likely to occur on a mobile phone.
With this in mind, it’s clear why your eCommerce product pages should be mobile responsive. However, mobile responsive designs aren’t as simple as shrinking your web page to suit a mobile device. You’ll have to bear in mind user experiences by making the best possible use of the space you have on a smaller screen.
Keep things minimal so as not to overwhelm your shopper. Use readable fonts, clear images, and keep users from having to scroll too much.
Optimized Load Speed
Remember, the ideal load time for a web page is three seconds. Take any longer and you stand to lose more customers than you’d expect. There are many ways you can quicken site speed, including:
- Reducing the number of HTTP requests to prevent loading too many files
- Optimizing images
Comprehensive Shipping and Return Policies
Did you know that many customers abandon a product because of the exorbitant cost of shipping? Thus, implementing free shipping can do wonders for your sales.
In addition, you’ll want to include return policies in case customers aren’t happy with your product. Contrary to popular belief, 67% of customers do read these policies before making a purchase. While publishing a return policy may sound counterintuitive—considering you don’t was customers to return your product—it reassures them that they can trust your business.
Most online shoppers seek social proof before purchasing something for the first time. In most cases, they treat positive reviews the same way they would treat a personal recommendation.
If you want to convince a customer to purchase your product, connecting reviews to each product page can give them the push they need.
The Bottom Line
Ultimately, the key to making sales with a thoughtfully-crafted eCommerce product page is with a fast loading speed, seamless experience, and easy navigation. Visitors also want to know what your product is and what benefits it can provide.
While creating an eye-catching page is a must, there is more that goes into converting browsing customers into paying ones than you might anticipate! Fortunately, web and app services such as the ones we offer at Igloo can quickly turn your sales around.