The Complete Anatomy of High-Converting Product Pages

Regardless of the type of product you're marketing, your potential customers look out for specific things on the product page that influence their buying decision and motivate them to purchase.

In this article, we'll explore the specific elements that make up a high-converting product page. This will help you improve your customers' shopping experience and inspire more conversions. 

Clear Product Descriptions

Product descriptions provide precise product specifications and details. They describe what exactly the product can do, its features, technical details, shipping costs and any additional details the user may find necessary.

Creating a product description is not difficult. To increase conversions with a clear product description, try the following tips:

• Avoid vague claims and information that don't benefit the user's decision-making process. 

• Hone in on the benefits the product provides the prospective customers.

• Let your description elicit emotions from the shopper or create an instant connection with the product. 

Source

The short product descriptions of custom embroidered hats from Acme Hat, shown above, provide a succinct overview of the offering. It provides just enough information for shoppers that are interested in bulk purchasing caps.

The more accurate and compelling the description of your product benefits, the more likely you will convince them to buy.

Catchy Product Headlines

Catchy product titles or headlines are an effective way to grab potential customers' attention.

Product headlines are usually the first copy a user sees on an e-commerce product page. So, they should contain a major benefit that catches the user's attention and convinces them to read further or make a purchase.

Product headlines should be difficult to ignore—you simply must read them. 

A clear and compelling font on a minimalist design is necessary to achieve this on your product page. You should also keep your headline as simple as possible and use action words that inspire customers to take action. 

Next, include vital elements in the headline, like attractive colors, product models, or size details. For instance, the attractive colors and bold design of the product packaging below illustrate the fun campaign Blk & Bold are running.

It’s a timely campaign that coincides with the release of the Black Panther film.

Like in the image above, be sure to add a catchy one-sentence pitch that accurately communicates the product's benefit to the shopper. It should also describe the action (CTA) you would like them to take to enjoy that benefit.

High-Quality Product Images And Videos

Another key element of a highly converting product page is quality images and videos.

Having a product image or video is non-negotiable for e-commerce products.

These visuals are essential elements used in e-commerce stores to showcase products. They help influence your shopper’s purchasing decisions, giving them a clear view of the product features.

Crisp and attractive images of your product provide visual product details in addition to what's already in the product description texts. So, ensure that the picture quality of images or videos you use is top-notch and professional, as it improves the user experience for online shoppers. 

If necessary, enlist the help of an expert in product photography to shoot high-quality images of your available products.

The best types of product images have a high contrast between the photo's background and the product, so it’s highly visible and clear (notice the green background behind the black sneakers above).

Go the extra mile to provide as many images of your product as possible so that users can view the product from different angles and environments to help them decide.

The high-quality visuals must also be quick-to-load on the product pages. If your images and videos are slow-to-load, it may lead to a high bounce rate and customers abandoning their shopping carts. 

To keep customers shopping on your website happy, you can also add zoom functions to your product pages—a handy feature for when they'd love to get a closer look. 

Product videos provide an in-store shopping experience as well. They provide more details on how the products will function in real life and if they'll be a good fit for the shopper, making it easier for users to make purchasing decisions.

Compelling On-Page CTA

Statistics show that a personalized, compelling CTA can boost conversion by up to 202%. Therefore, the CTA Buttons on product pages should be designed to stand out and urge your users to take your desired shopping action. 

If the CTA is not visible or powerful enough, users will not click it. Your "Add to Cart," "Buy Now", "Try Now," "Shop Now," and other similar buttons must be hard to miss, even for newbie online shoppers. 

One guaranteed way to make your CTA stand out is to use bold colors on a large, distinct button, different from other buttons or elements on the page.

This product page from Inverness Coffee Roasting Co. displays an Add to Cart button in upper case, whose color distinctly differs from the rest of the content on the page. This makes the CTA difficult to miss. It also makes it easy to identify that the button is clickable.

Many mobile users find it hard to locate the CTA button when shopping via mobile sites.

So to increase mobile conversions, you must optimize the CTA button location to make it easily discoverable on the mobile version of your e-commerce store. 

For best results, you can use heatmaps to gain insight into your web visitors’ interactions with your product pages and use that data to decide the best position to place your CTA.

Another important thing to note when designing on-page action buttons is that the copy for the CTA must match the described action to gain your customers’ trust. So, for example, clicking a "Shop Now" button should lead customers to a shopping page.

Finally, consider placing multiple CTA buttons on the page. That’s especially important for long form content.

For example, you might have a button at the top of the page for people ready to immediately make an order. Further down the page, after you’ve addressed customers' concerns, you can add another button.

Creating your first outline will take a bit of time. Once you generate an outline or template that you can follow for all your products, drafting the rest for other products is straightforward. 

Social Proof

Social proof is a psychological and social phenomenon that influences shoppers' decision-making process when shopping online. It makes mobile and website shoppers copy other shoppers' decisions to purchase a product based on their reviews or testimonials. 

In simple terms, social proof tells a shopper, "others are buying it; I should buy it too." 

Bringing this concept to the anatomy of your product page will boost your conversion rates by up to 270%. 

The types of social proof to include on your page include customer reviews, ratings, customer testimonials, personal recommendations from actual customers, product reviews from celebrities or influencers, etc.

Amazon is a great example of a site that uses social proof in its product pages.

Amazon provides a clickable rating bar at the bottom of each of their product pages, giving shoppers an instant idea of how much other users love the product. Don't worry if you have an occasional negative review in your online reviews. As long as the good outweighs the bad, it only proves your brand is authentic—a plus for you.

The reviews come after a series of frequently asked questions. You can create an FAQ by reading reviews and talking to your customer support staff.

In Conclusion

To achieve higher conversion rates, you must do more than just wish. You must proactively optimize your product page to be highly converting. Understanding the makeup of high-converting product pages is the first step in the right direction, and that's what this article will help you accomplish. 

Pay attention to your product headlines and the quality of your product images and videos. Redesign your CTA buttons to attract customers, share social proof, and create detailed product descriptions.

Follow these steps to boost your product pages’ conversion rates.