Product Page. Love at first sight
98% of shoppers abandon a purchase if they can't find the right information on a website or if it's incomplete. In ecommerce, a product page is a storefront. Yes, it is. Not the home page with flashy photos and enticing slogans! The customer comes from a search engine, follows a link, clicks on an advertising banner and goes straight to the product page. That's why its development and content requires careful planning and attention to detail.
Let's be clear. A landing page and a product page are not the same. They have different functions. A landing page attracts, directs and is created for specific conversion goals and objectives (lead collection, newsletter sign ups, loyalty programmes, events). A product page demonstrates and sells. It should be memorable and evoke emotion. How do you do that? Let's get to the bottom of it.
Attractive headline and interesting text
A bold headline, eye-catching and structured text is the foundation of a well-organised product page. The aim is to grab the reader's attention and keep it there for a second. Don't be too wordy, get to the point quickly. Use clear, structured information about benefits and features (size, weight, material).
Product page features
Why should they buy from your site? Once on the product page, the user should get a comprehensive answer to this question. It is not features that sell a product, but well-described benefits: thoughtful answers to every possible objection and doubt a potential buyer might have. What need will the buyer of your product be able to satisfy? What makes the product interesting and useful? What problem will it solve?
Product images and videos
Images and videos are a great way to showcase a product. This type of content allows potential buyers to get a good look at what they're getting and explore its features and options in detail.
People want to see what they're buying, so use high-quality images that show the product from different angles. Be sure to include zoom capabilities so customers can see details.
Testimonials and reviews
Reviews posted on a website increase sales by 18-20%. Sellers incentivise shoppers who leave reviews by promising discounts on future orders. Even a few positive reviews build credibility if they are interesting and sincerely written.
Effective calls to action
So things are going well. The customer is interested. You need to guide them and give them clear instructions. A CTA: "Add to cart", "Buy", "Order delivery", "Call". Be precise with your request. Be concise and creative. Brevity and relevance separate a good CTA from a bad one. The call to action should be clear and direct.
FAQ section
An FAQ section, a block of questions and answers, full or abbreviated, is often added at the end of a product page. This is the right thing to do. The customer can find the answer they are looking for in the main text. Keep the answer simple and to the point. Add pictures, diagrams or other visuals to explain complex concepts. Use frequently asked questions to address objections.
Simplify the checkout process
The checkout process and the path to the shopping basket should be as simple and straightforward as possible. Reduce the number of steps required to complete a purchase and don't ask for too much information up front. Halla Systems Co. Ltd has a long history of advising network partners and aspiring dropshippers on setting up their websites and one-click checkout.
One step at a time
Of course, the success of a shopping website or online store is a complex endeavour, with well-designed product pages being one of the components of success. Choosing a niche, product margins, finding suppliers, the level and number of competitors, brand popularity, site traffic - all these and more need to be constantly considered and monitored to ensure stable sales and avoid e-commerce site mistakes.