The Anatomy of a Product PageBy Paul Wynter January 8, 2020
Your business depends on you selling your products to anyone and everyone who happens to come along on your product page. Despite the importance of this particular page, most people put the attention and focus on the product itself rather than the page. Sure, the product is important, but the page is what is going to be what either converts your viewer into a customer or not. Want more sales? Get familiar with the anatomy of a product page and what each page needs for the best impact.
Let’s be honest. It’s really hard to get the pricing right when it comes to making sure that you get back your costs plus a little extra, and still keep the customer seeing that it’s a good deal. There are a few key ways in which you can decide and set the price.
• Account for everything: When you take a markup price approach (choosing a price based on what you want to profit after wholesale), you want to make sure that you consider discounts, sales, theft, loss of merchandise and other details before setting the price. This will make sure that you always get your markup and that it still the percentage that you want.
• Play with the psych approach: When you want to charge something at $10, set it for $9.95 instead. The 5 cents won’t matter to you, but it could make the customer see it and think “Huh, it’s not even $10! That’s a good deal”. It’s not sneaky, either.
• Two-fers: This concept is the idea of pricing something as a multiple sale. For example “Get 3 of these for only $15”. It automatically leads the buyer into thinking that they’re getting a good deal and they’ll almost impulse buy just simply because of that fact.
There are other price point techniques that you should know about when it comes to making sure that you are setting the right price, but these will get you started for sure.
The product description itself:
The product description should be another main point to focus on. Despite what society may make you believe, there are still plenty of people who will read — or at least skim — the product description. As such, you’ll want to make sure that it’s something worth reading! When planning out the description, focus on the customer as one person. Speak to that one person and remember that you aren’t trying to over sell them. You just want to make sure that they know all about the product and the reasons that they need it. Talk to the customer rather than at them, in the product description. Keep it short, focused and not too sales-y. The reader wants to be wooed, not hit in the face!
At the end of your description, make sure your pull together the main attributes that you want to point out to the reader. This should include dimensions, specs, materials, key details and more. These should be put in bullet points. Most skim readers will go straight to those, so keep that in mind and make sure everything you want them to know is mentioned at least briefly in those attribute points.
One of the biggest mistakes about an inferior product page is low resolution photos. Take the time to have photos professionally done and large enough that the customer can zoom in and see the details that they want to see. Have the option to do a video description or a 3D rotating photo? Take it. The image replaces the customer actually looking at the product itself in real life, so you want to make sure that they like what they’re seeing and that they feel it’s a worthwhile focus.
• Sure, it’s expensive to look at the professional photos, but it is going to be what makes or breaks a sale, especially if the customer doesn’t feel like reading your description properly.
If you are looking are the idea of relying on this multi-platform communication and making it work for your customers (and brand), there are a few tips to keep in mind to make sure that it’s a successful switch as quickly as possible.
• When you get verified reviews that are honest, make sure those have a place at the bottom of your product page as well. Ideally, you want those reviews to be good ones, but don’t shy away from middle of the road ones, either. This makes a customer see that these are real products that have had real customers with opinions. It can help them trust your product as well as its advantages and potential short-comings.
Lastly, the hook to keep them looking and shopping is a list or recommended products. These can be put together by AI bots, or yourself manually if you want to. These recommended products would be other pieces in a set or similar products to the one that they’re looking at right now.
The goal with this list is to help them find exactly what they’re looking for — assuming the current product page is still not quite it — or complete the set with the other pieces in a collection.
Even if that particular product page doesn’t earn you a sale, perhaps another similar one will! A sale is a sale at the end of the day, so make sure that you put focus on proper placement at the bottom of the product page.
What it all means in combination
So, what does this all mean when it comes together? It means a solid and steady product page. The customer sees a catchy title with great photos. The photos are clear and precise, welcoming the buyer to have a closer look with zoom or even a video. From there, the buyer can read the description. Or perhaps, they’ll read the bullets at the bottom, first, then go back up to read the description after. They’ll like that it’s focused on them and that it’s not too “BUY ME NOW” in terms of being overbearing. After reading reviews and taking a look at what real people had to say, they’ll feel the itchy to buy, and before you know it, an order is in the queue. When you focus on the right details for your product page, the sales will come. All you have to do is pull them together and see for yourself.