The Art of Creating Product Pages that Convert in 2023

To buy or not to buy, that is the question–at least for anyone who makes it to your product page. 

Rarely will shoppers stumble upon a product display page (PDP) by chance. The truth is, the shoppers landing on your PDPs do so because of the tremendous time, effort, and cold hard cash you’ve invested. And this critical moment determines whether a visitor becomes a customer.

To get to the point, your product page matters. A lot. In this article, we’ll reveal the best product page practices to propel more visitors across the finish line and give your revenue a boost.

1. Understanding Your Target Audience

As an e-commerce expert (and we know you’re one), you’re already aware of the first commandment of sales: "Know Thy Audience." Even so, we felt compelled to remind you. In fact, every subsequent point hinges on your crystal-clear understanding of who your products appeal to most.

2. Informative Product Titles and subtitles

To get a potential customer interested in a product, they need to know more about it. Fail to provide enough details, and they could give what you're trying to sell a hard pass. 

To start, choose a title that reflects what your product actually is. Cute product names might seem adorable but will fail to impress those looking for substance. Instead, keep titles simple and follow them up with a line or two to keep shoppers engaged and wanting to learn more.

3. Compelling Product Images and Videos

When was the last time you bought a product without seeing it? Case in point, 60% of consumers would rather watch a product video than read its description. Include high-quality images and videos that showcase your product in action and in a variety of settings and situations.

The goal is for visitors to be able to picture the product you’re selling in their own lives, whether it’s a sofa in their living room or a pair of jeans on their body type. If possible, incorporate augmented reality (AR) or virtual reality (VR) technology. This enables customers to virtually "try before they buy," and can enhance the shopping experience even further.

4. Comprehensive Product Descriptions

As the one who knows your customers best (remember best practice number one), this is your chance to address them directly in a language they understand and appreciate. While it may be tempting to infuse your copy with wit, humor, and hyperbole, prioritize clarity over persuasion. 

Place the product's key features, benefits, and unique selling points front and center. Thankfully, AI generative language tools can automate much of the work in this category,–just make sure human eyeballs provide the final approval.

5. Transparent Pricing and Promotions

Display the price prominently, along with any discounts or promotions. If there
are multiple pricing options or variations, clearly explain the respective prices and their differences. Harness this opportunity to emphasize potential savings, create a sense of urgency for limited-time promotions, and anchor the price by comparing it to more expensive alternatives.

Related: 5 Shopper Intent Techniques to Delight Your Customers

6. Detailed Product Information

This is where you’ll really want to dive into the details. Information like the dimensions of a chair, the sizing of a dress, and shipping documentation provide shoppers with the particulars they need to make informed decisions. In fact, 87% of shoppers feel product content is the most important factor when deciding to make an online purchase.

Forcing visitors to leave your e-commerce product page in search of answers to their questions is a risk you shouldn't take. Once they've moved away from a product, these shoppers are unlikely to return and complete the purchase.

7. Clear Call-to-Action

The end goal here is to nudge shoppers to make a purchase, so now is not
the time to be subtle. Make the add to cart button prominent, prompting visitors to not only proceed with their purchase but making them excited to do so.

8. Provide Product Recommendations 

At this stage of the customer journey, you possess valuable behavioral information about your visitors (if you've been leveraging real-time data analysis with a service like Granify, that is!) This is an excellent opportunity to harness these insights to recommend related products that are similar in nature or will complement the item they’re currently looking at. 

If you're concerned about any upselling or cross-selling feeling too pushy, don't be. Studies show that 86% of consumers say personalized shopping experiences increase their brand loyalty.

9. Highlight Customer Reviews and Ratings

Social proof goes a long way in sealing the sale. Whenever possible, include a section for user reviews and ratings, which nearly 80% of shoppers depend on to guide their purchasing decisions. 

Genuine customer feedback contributes to building trust and confidence in the product. Even better, encourage customers to upload their own product images and videos. This offers visitors even more context and the ability to visualize the product in their own lives.

Tip: Bolster your product's credibility with additional social proof such as badges that highlight a product’s popularity. For example, emphasizing how many other shoppers have recently bought a product can dispel buyer hesitation and instill purchasing decision confidence.

10. Prioritize Trust Signals

Everything may align perfectly, but if shoppers don’t trust that their personal and financial information is secure in your hands, they might pull the plug during the checkout process. In fact, nearly 20% of cart abandonments are due to security concerns. Display trust emblems and security seals prominently to alleviate concerns and reinforce your commitment to protecting their data.

Related: Top 5 Reasons for Shopping Cart Abandonment

11. Make It Intuitive, Make It Flexible

Best practices extend beyond product page design, to your entire e-commerce site. Ensure your site functions seamlessly across all devices and browsers. Pages should load swiftly, be responsive, and provide intuitive navigation for an optimal user experience. 

For e-commerce retailers, additional navigation tools like search bars and product filters based on a variety of criteria have also become increasingly essential. Currently, 43% of users who go to an online store head directly to the search bar

Slay Those Sales

Now that you have the secret sauce to crafting product landing pages that convert, you’re one step closer to increasing conversion rates and driving more sales. Follow these steps, and remember, with just a few small changes, your next website visitor could become your most loyal customer.

Real-Time Data for Real Results

Understanding your customers' shopping behaviors and preferences can
make an immediate difference to your bottom line. Granify uses innovative machine-learning technology to gather real-time data that can be used to provide personalized recommendations–on your product pages, or any page!