Whether ecommerce is your primary business or you’re selling products to supplement your professional fees, for your venture to be successful, your products page must make it easy for shoppers to find what they need and compel them to click on that Buy Now button.
How to Organize Your Products Page
For a great example of a products page, check out Career Impressions’ shop for DIY job seekers. All the products are displayed in a grid so you can quickly see what’s available.
If you offer a large number of products, this format will require a lot of scrolling, so you’ll need to organize your online store into categories, as shown on Cool Canuck. Each category page should also be laid out in such a way that it’s easy to see the individual products.
In most cases, people will want to read more about a product before deciding to buy, so each image should link to a dedicated product page.
How to Set up Your Individual Product Pages
Once someone clicks through to view one of your products, it’s time to demonstrate why it’s the solution to their problem and convince them that there’s no need to check out other websites. You can achieve this by including the following elements on the page:
1. High quality image(s)
In a brick-and-mortar store, people can see and feel what they’re buying. We don’t have that luxury online, so it’s important to use high quality photographs, especially if you’re selling physical products.
Show the product from different angles and even up close to show the texture, if it’s relevant. Try to make the experience as similar to visiting a store as possible (without an annoying sales clerk following them around).
Even if you only sell digital products, don’t miss out on the opportunity to capture your visitors’ attention visually. Create an attractive image to represent your product using Snappa or your favorite graphics app.
The price should appear prominently, ideally near the top of the page. If people have to scroll past a big marketing spiel to find out what something costs, they’ll get frustrated or even suspicious. Keep it simple sweetie!
3. Product description
Your product description is arguably your best opportunity to provide the heart and soul of that in-store experience for online shoppers.
Source: 5 Epic Product Descriptions (& How to Copy Them!), Elaine Stone, WordStream
Consider putting a concise description at the top of the page. This is all that some people will need to read before deciding whether it’s what they’re looking for.
Further down the page, provide a more detailed description. In this section, you can delve into the problems your website visitors are facing and how your product addresses them. Make it clear why your product is better than others on the market.
You can see this strategy in action on Career Professionals of Canada’s Bookstore. Each book page has a short description at the top, followed by a longer one that includes the Table of Contents.
4. Testimonials or reviews
It’s all well and good for you to say your product is great, but people are more likely to be persuaded if someone else recommends it.
Depending on the technology you use for your online store, you may be able to allow customers to post reviews right on your product page. Otherwise, you can simply add testimonials you’ve received to your page content.
If you don’t yet have any testimonials or reviews, reach out to past customers and ask! As my late father-in-law used to say, “you get little for the asking and nothing at all for holding your tongue.”
5. Call to action
You’ve come this far – don’t drop the ball now! Make sure you have Call to Action buttons in multiple locations so your customer can easily complete the transaction no matter where they are on the page.
6. Related or recommended products
If you offer a wide range of choices, consider showing potential buyers a similar item that may better suit their needs and/or something that would be a good supplement to the product they’re currently viewing.
For example, at the bottom of the page for Order Out of Chaos’ letter-size Academic Planner, you see links for the personal-size planner as well as the various accessories available.
SEO for Your Online Store
No matter how great your products are, no one will buy them if they don’t know they exist or can’t find your website!
Take everything you know about keyword research and writing high quality content and apply it to each one of your product pages. Hire an SEO expert or copywriter if you need to!
For more in depth information, check out Matthew Woodward’s Ecommerce SEO: The Ultimate Guide.
- Review the examples linked earlier in this article.
- View additional examples in this article from Econsultancy.
- Look at your Products page through the eyes of a potential customer.
- How easily can they see what products you offer?
- Are your product images visually appealing? Do they show the products well?
- Are your product descriptions unique and convincing?
- Have you included social proof in the form of testimonials or reviews?
- Is it easy to find the price and the Buy Now button?
- Schedule a telephone call or Zoom session if you’d like to talk to me about your Products page.