Guest post: How to drive sales with an outstanding product page

In this guest post, Blend Commerce – a Shopify Expert agency for growing Shopify brands – gives their take on some of the key features a Shopify store product page should have to drive sales.

Driving sales through a Shopify store is always the highest point on any Shopify merchant’s agenda. With so many options of how to display, design and communicate information about a product, there’s always a long list of questions from our clients about product pages, including:

  • What information do I include?
  • What images should I use?
  • Where should I place what and what should I place where?

Coupling this with creating a “beautiful” website is always a challenge.

At Blend, when we look to optimise a store our strongest focus is always on a Shopify stores product page. Bottom line – it’s where the money is and it’s certainly the most important page on your store.

We believe there are 4 core pillars to be addressed when planning and building your product page…

1. Images and videos

One of the major problems with ecommerce vs traditional brick-and-mortar stores is the tangibility of the product itself. In a physical store, you can walk in, touch the product, possibly try it, feel it – and see the real life quality of the product.

With an online store, the way to overcome this hurdle is to make sure your product photography and videography is top notch. Your main product must be the first thing your visitor sees and, if applicable, you must provide alternative angles. Or if you can, it’d be even better to provide 3D Models or AR Experiences. But if you’re going to do that, you need to make sure you do it properly. Also, make sure you include lifestyle imagery as this helps visitors visualise the product in real life.

Video is also a great source to showcase your products in action.

Below is an example from Jimmy Case, notice how they have a few different angles and a short video. On their product page, they also include lifestyle images further down the page to really give the site visitor the ability to “experience” the product.

Jimmy Case Img

2. Information

The key piece of information here is the product description. You need to think of your product description as the equivalent of a customer picking up your products in a physical store and a sales representative say how great the product looks on them or how it’s going to a positive impact on their life.

When we work with clients on creating product descriptions, we discuss how a product description should be a reflection of the customer’s needs and how this product solves a problem they currently have.

In addition to the product description, you need to include details about the complexity of the product. This may include any of the following:

  • Specifications
  • Size guides
  • Ingredients (allergens)
  • Warranties/Guarantees
  • Benefits/Advantages/USPs
  • Materials
  • Related items
  • Shipping cost and times
  • Returns Policy

There are various ways to incorporate the above into the page in a way that doesn’t overwhelm the visitor. We generally recommend using product tabs or accordions, iconography and links to pop-ups (such as size guides).

Below is an example from Dear Frances, notice how they make use of pop-ups, accordions and iconography to let customers get the information they need.

Dear Frances Img

3. Calls to action (CTAs)

A key focus of your product page is to get people to add a product to their cart and checkout. The last thing you want is for a customer to be confused or not know how to purchase.

A clear product form with options and a big “BUY NOW” or “ADD TO CART” button should be shown to the customer just below the product title and should be in an accent colour that stands out. To really make sure potential customers know where to buy, it’s also useful to add it twice if you have a long product description – one just before the description and one at the end. Alternatively, you could create a sticky button that appears at the bottom of the page when you scroll past the first button.

In addition to the CTA, the product form should be intuitive and easy to change between options. It must also be obvious that the product has variants and clearly indicates which option is currently selected.

Below is an example from The Home T. Notice how they have a distinctive grey box around their entire product form and CTA and how it’s easy to identify which options are currently selected.

The Home T

4. Trust and social proof

Trust indicators are visuals that help convince customers your site and business are safe to shop with.

Trust can convey from a variety of different sources but we find the best sources of trust are customer reviews, site security, rewards programs, return policies and guarantees.

Customer reviews are one of the best forms of social proof. Why? Because reviews come from actual customers in the form of text, images and videos and this is what we refer to as user-generated content (UGC). UGC is invaluable when new customers are looking to buy for the first time, not to even mention the SEO benefits.

Site security is also extremely important. Some companies spend thousands of dollars on badges, seals and certificates to ensure they have secure URLs and can use the badges on their sites.

Another great source of trust can come from your rewards program. By displaying and driving your rewards program on your product page, you can convey the message to customers that you’re in it for the long game and you aren’t just looking for them purchase from your store once. Also, by rewarding your customers for sharing your products and content on social media or with friends and family, you’re also creating an additional, great source of social proof.

Including a section like the below example from Ancient Nutrition is a great way to quickly utilise the trust and social proof available with a solid rewards program.

Ancient Nutrition Rewards Program

Finally, generous return policies and guarantees can serve as additional sources of trust in your business. By displaying iconography in relation to your generous returns and guarantees, you can help alleviate some of the risks your potential customer might feel prior to purchase.

The “use with caution” pillar

In addition to the above four core pillars, introducing scarcity and urgency onto your product pages can truly help drive impulse purchases. However, if done wrong this could actually hurt your brand. Whilst notifying customers of a legitimate “end of a sale” with a countdown timer, or notifying them of “low stock” can be very helpful, automated countdown timers that reset after a certain time is a sure fire way to lose a sale.

Takeaways

Your product page is one of the key aspects of your website that can build trust and encourage potential customers to make their first purchase. By following the for core pillars above, you’ll be well on your way to creating a successful page that not only grabs your potential customers attention but also makes the buying process trustworthy, easy and rewardable.

About the author

Peter Gardner is co-founder and Director at Blend Commerce – a Shopify Expert agency, specialised in working with high growth Shopify brands.

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