Do’s and Don’ts

Product pages are essential for any eCommerce website, as they are the chief means of showcasing products and emphasizing their features, benefits, and uses. When selling online, it is imperative to ensure product pages are adequately optimised. Several elements go into an effective product page. Let’s look at our list of Do’s and Don’t’s when it comes to product pages.

DO:

• Make sure product pages are up-to-date and accurate

Product pages are a vital part of any eCommerce website. Product descriptions should be detailed and direct, giving customers all the essential information to make an informed decision about making the purchase. You want this page to be kept up to date as often as possible due to this. Keep your content fresh by updating it regularly, especially if there have been changes to prices or stock levels. This will help reduce the risk of customers making purchases based on inaccurate information, which could result in unhappy customers and lost sales/revenue.

Keep your customers informed and engaged with your brand by removing out-of-stock products from your site and including an ETA for when they will be back in stock.

• Provide clear and concise product information

Time is important to online shoppers, so long winding descriptions not only detract from the experience but could cost you a sale. Keep your product descriptions short, simple, and direct - provide your customers with all the information they need in as few words as possible.

• Highlight customer reviews and testimonials

Customer satisfaction is important for any business and displaying customer reviews and testimonials on each product page is an effective way to demonstrate that satisfaction. Providing customer reviews within your product page will give your business credibility and add a sense of personalisation when a customer visits your website - customers like hearing from real-life customers.

• Attention-grabbing title

Using a keyword-rich title, with emotive and descriptive words to grab the reader's attention.

DON’T:

• Use too much text

Try not to overwhelm your potential customers by writing too much. While you need to give precise and accurate information, keeping your descriptions and feature lists short will benefit your business.

Take eBay - this is a great example of information overload. It’s difficult to know where to focus and the amount of text to read before getting to the desired information is lengthy.

As mentioned, online shoppers value their time, they’re less likely to read pages of information, rather than bullet points.

• low-quality images

It is essential when creating product pages on your website you use the highest quality images possible, and accurately capture what is being depicted. Low-quality images, compared to higher quality, can harm customer engagement and perception of both the product and your company's value proposition.

Product page visuals are key in getting product shoppers to make purchasing decisions, thus making it necessary to ensure they show off products effectively with accurate and high-quality imagery.

• don't make it difficult for customers to find information

When designing the product page, think about your customer's navigation and the journey they must take to finalise the purchase. Time is valuable, and a lengthy purchasing process could cause negative customer interactions and loss of sales as a result.

• Don't forget to link to related products for cross-selling opportunities

Create back-links to other products, blogs, or pages within your website on your product pages. Search engines reward websites that internally link, weaving a tree of content and creating a smooth customer journey.

Alternatively, if you have related products, linking them to each other within the product pages can increase the likelihood both are purchased together.

Creating successful website product pages is an essential part of successful e-commerce businesses.

With the right tools and strategies, businesses can make sure their product pages are optimized for maximum conversions.

By following the do's and don'ts outlined in this post, businesses can create product pages that engage and convert customers. Ultimately, this will result in more sales and long-term success for their business.

In need of a website that will attract and generate leads? Check our website for information on how Intergage can help.