How to create stunning product pages that entice more customers to buy

Are your product pages doing their job? Read our top tips on turning a ho-hum product page into an irresistible eye feast!

Written by

Caroline McQueen ACIM

what's in store

Most online stores have poorly designed product pages missing important information, which can cost you sales. When customers can’t find the information they need to make a purchase, they often click away without buying anything. This is especially true for first-time customers who are not too familiar with your brand or product line.

This article will help you customise your product pages to take the guesswork away for customers. This article will help you to consider not only the format but also the information on them. That way, your landing pages will look great and make even first-time customers feel confident enough to make a purchase.

Start by understanding what your customers want.

The first step in creating effective product pages is understanding what your customers want. You can do this by conducting customer surveys or using analytics tools to track customer behaviour on your site.

Look at the products that are selling well and see what commonalities they have. Do they have large, high-quality photos? Detailed descriptions? Customer reviews? Take the elements most important to customers and use that as a starting point for redesigning your product pages.

Pro tip: use your favourite brands as inspiration.

Check out the product pages of your favourite brands in different niches. What stands out to you? What do you like and dislike? Use it as inspiration to improve your product pages.

Source: Pexels @cottonbro

Feature high-quality photos on your product pages

You’ve heard the saying that an image is worth a thousand words. This is especially true when it comes to product photos on landing pages. Customers want to see what they’re buying, and high-quality images are the best way to show your products in the best light. Quite literally.

Product photography doesn’t have to be expensive or time-consuming. You can take pictures with a DSLR camera or your smartphone. Just make sure that your product is the hero, ready to solve your customer’s problem. The label, logo or design should be front and centre with a clean, white background.

Pro tip: Use ALT tags to improve your SEO.

Including ALT text with your product images is also a great way to improve your SEO and help customers searching for specific products to find yours. When selling products in multiple colours or styles, including ALT tags can be helpful for customers so that they can find the right product quickly and easily through a search engine.

Use persuasive language in your product descriptions to highlight the benefits – not just its features.

In today’s ecommerce market, it is not enough to simply list your product’s ingredients or features on your product page. You need to use persuasive language that will highlight the benefits of your product to entice more customers to make a purchase.

Source: Shutterstock

When writing your product descriptions, focus on how your product will benefit the customer. For example, if you sell skincare, don’t just list the product ingredients and their functions. Instead, describe to your customers how your product will make their skin look and feel. Will it be softer? Smoother? More hydrated?

By focusing on the benefits of your product, you’re more likely to entice customers to buy.

By focusing on the benefits of your product, you will be more likely to persuade customers to make a purchase. So next time you’re creating a product page, keep the customer’s needs in mind and use persuasive language to highlight the benefits of your product.

Include customer reviews and let your fans do the selling for you.

When did you last buy something online without checking the reviews first? Customer reviews with images might be your most powerful marketing asset.

Including customer reviews on product pages builds trust and social proof – giving new customers the confidence they need to click “buy”.

If you don’t have any customer reviews yet, don’t worry. You can start by asking your existing customers to leave a review or offer a discount on their next purchase in exchange for a review. You can use that feedback to make changes to your product page. For example, if customers seem to be on the fence about a product feature, add more information to the product page to address their concerns by highlighting the benefits praised by customers.

Source: Pexels @miriam-alonso

When it comes to customer reviews, it’s also vital to keep an eye on any negative feedback. This can be an opportunity to turn a potential customer into a lifelong fan. How? If you notice that numerous customers mention the same problem, take the opportunity to reach out to them and offer a solution. 

By taking the time to address their concerns, you will show that you care about your customers and are committed to providing them with a great experience.

Pro tip: Use products reviews to create a UGC campaign

Encourage customers to include images with reviews so that you may use them in future campaigns.

Highlight the information customers need to make a purchase.

Make it easy for customers to find the information they need, such as sizing charts, shipping information, and returns policies’ to build trust with new shoppers.

Sizing charts are particularly influential for apparel and accessories because customers need to know if the product they’re interested in is available in their size. And how the garment is likely to fit.

Shipping information is also critical so that customers know how long it will take for their purchase to arrive. There’s nothing worse than ordering something that you think will arrive in time for an important event or special occasion, only for it to arrive too late.

Once customers have made a purchase, you can also set their minds at ease with regular shipping notifications via email or SMS.

Finally, returns policies are also vital so customers know they can return an item if they’re not happy with it. First-time visitors may be reluctant to make a purchase from your online store if they’re never bought anything from your shop before. That’s why it’s crucial to include some information about your returns policy on product pages. Letting customers know that they can return an item if it’s not right for them will make them feel more confident about shopping with you.

Pro tip: Sell product samples for non-refundable items.

If a product is non-refundable once a customer breaks the seal, such as food and drink or skincare, it’s worth selling product samples. That way, first-time customers can give your product a try and are more likely to buy the full-size version without any quibbles.

Finally, Make sure your product pages are mobile-friendly

This might seem obvious, but it’s surprising how many online stores aren’t made for small screens.

In today’s world, it’s vital to make sure that your website is mobile-friendly. More and more people are using their smartphones to browse the internet. And if your website isn’t optimised for mobile, you’re likely to lose potential customers.

When it comes to making product pages more mobile-friendly, there are many technical things you can do with the help of a web developer. But, one thing you can do is upload product images that aren’t too big to load quickly over 4G.

The bottom line

The money you invest in driving traffic to your online store is pointless if your product pages lack the information customers need to confidently make a purchase. A well-designed product page should act as a virtual sales assistant for your brand, guiding customers along the buying journey.

When it comes to product pages – remember to focus on what customers need to know. By making it easy for customers to find the information they need and offering excellent customer service, you’re well on your way to enticing them to buy.

caroline-mcqueen-digital-strategist
Meet the author
Caroline McQueen ACIM
I help ambitious founders launch and scale unforgettable brands that effortlessly attract customers around the web and offline — without blowing the budget on social ads (Zuck that!) Off the clock, I enjoy Netflix marathons, French lessons, and exploring my local farmer’s market for culinary adventures.
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