Posted by Hannah Roberts & filed under Content Development.

Person holding a coffee cup typing on a laptop

For websites that are in the e-commerce market, it is imperative to have product pages that are user-friendly to potential buyers. There is little to no tolerance for pages that are not visually appealing and/or do not have a fast page loading speed. We have a few pieces of advice that you can use to make sure your product pages are bringing in revenue.

Invest In Quality Product Images

Seeing as your customer will be unable to feel and see your product in person, it is a good idea to hire a photographer who can capture an image that brings the product to life. A potential buyer should be able to visualize that product in real life. This could mean taking several pictures of the product from different angles, staging the product in a showroom, or using a model to wear your product. There are so many ways to creatively approach this. The product images can be the final deciding factor of a purchase.

Be Transparent About Product Details

Going back to not seeing the product in person, images are often not to scale. That being said, your product should include enough information for the potential buyer to have a general idea of what the product will look like in real life. Including what materials the product is made from and what the measurements are is a great step towards visualizing the product.

Include Clear Calls-to-Action

The overall goal of having product pages is to encourage the potential buyer to take action by purchasing your product. Calls to action (CTA’s) are the best way to direct them to checkout. Clickable buttons that lead to the checkout cart are the best way to prompt customers to take action. For example, we’re all familiar with the phrases “Add to Cart” or “Proceed to Checkout”. The clearer, the better!

Ensure Fast Loading Pages

The better technology gets, the shorter our attention spans get. In fact, DoubleClick by Google performed a study on website performance. They found out that 53% of mobile sites were abandoned if it took longer than 3 seconds to load. A larger number of people today are making online purchases through their mobile devices because of its convenience.

If the 53% statistic applied to your business, just think of all the potential revenue you’d be losing due to loading speeds. Keep that number low!

Allow Product Reviews

Online buyers live for reviews. Including a product star rating with the option for commentary is a way to build buyer confidence. A potential customer who is on the fence about buying your product may find that last push in reading a positive review about it. On the other hand, if there are a lot of negative reviews, it may discourage the customer. Your best option is to address any concerns respectfully and offer solutions accordingly. This may just be a risk you’ll have to be willing to take. Having great customer service is an excellent way to combat this! It is also a great way to build brand loyalty.

As you can see, creating product pages takes a lot of time, consideration, and resources. Customers can see how much effort is put into a product page and this is often factored into their buying consideration. Don’t neglect it! Please contact Upright Communications if you need assistance with developing product pages or a custom website. We’re here to serve you!


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