Product Page with amazing conversion for eCommerce

Wondering how to write a great eCommerce product description? How to create a great product page? And improve your conversions?

Product page conversion, It's all about flow.

People visit your eCommerce website for various reasons. Some are looking to get informed. Others are exploring the market. Others are researching the right brand or product. And finally the group that's ready to make a purchase.

The fact of the matter is, most visitors are not ready to buy. So it's your job to help them along. To do this, you want to answer a lot of questions right of the bat, both directly and indirectly through impressions.

In as little as a few seconds the first-time visitor must find the answer to the questions they ask. As they come back to the page to learn more about the product, depth is required to take them from awareness/research through to the purchase.

Make sure there is something for every visitor type

People don't just visit a product-page ones. In reality, the buying journey isn't even linear. That means you want to ensure that you help the visitor help you.

For that we have short descriptions, long descriptions, and supportive blocks. But also various images and or video and social push through UGC and reviews.

A well rounded, product page with depth is key to increasing your conversion.

Images and video, seduce the visitor

A pictures says more than a thousand words. Let that sink in.

We're visual beings, use that to your advantage. Great product images and video work. Your (potential) customer really needs to imagine using your product themselves. So help them to that. Think:

  • pack shots
  • details
  • product in use
  • make it move with some clean videos

Limited budget? Keep it real: Rarely anyone expects you to have top of the line visuals. Camera's are great, phones are great. Just inspire your customer to the best of your ability. I've seen products sell better with phone-images then pro-photo set imagery.

User Generated content

Another great point to help your customer convince themselves is looking for validation from other clients. You can ask you customers and influencers for this type of content. It works a treat, especially if you're brand isn't super well known yet.:

  • Reviews
  • home-made images
  • video

Rome isn't built in a day, but user generated content is well worth attracting and costs you virtually nothing.

Some thoughts on how to get this content:

  • Just ask (especially after you get spontaneous great emails)
  • Send review reminders
  • Ask on social-media
  • Call your customers how they are finding the products
  • ...

Product descriptions

Left to last on purpose, I often come across the "lazy" way to present a product. The writer looks at the product-image and just writes some random words to indicate what you can already see on the image. Not very useful.

Aren't you looking for advice when you purchase something? Some insider information, tips, reasons to purchase? What good is information that you can see for yourself.

At the end of the day, your product-descriptions are not only here for SEO reasons. They are the bread and butter of pulling your customer from one stage into the next.

So instead of writing rushed, understand your customer. Understand why they would need that product. Get into their shoes. Who are you talking to? What would they need the product for? How would they use it? Why this one, and not another one? Or why another one and not this one?

This the the time to show off your product knowledge and you have the following weapons at your disposal:

  • Short descriptions:
    You want to focus on the fast reader, or early stage visitor. Get them interested, grab their attention. Call it an elevator pitch if you like.
  • Full blown product descriptions.
    Time to focus on the details, and start your sales journey. This is where your customer really starts digging in to your product and where you can influence them to purchase this products.
  • Property lists
    Some platforms like magento and Shopware allow you to list the various properties or attributes you assign to the product. This is handy for clients looking up specific (technical) information and don't care much for a sales pitch.

Putting it all together

The product page below delivered a 100% increase in conversion for the product in question compare to a classic page with some superficial content and pack shots.

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 Bringing together the new page

The product page shown above doubled the conversion for this product compared to the previous simple version that contained only short descriptions, sizes, reviews and pack-shots. Detail matters. You can do it too.

Sascha Dobbelaere
Posted on

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