How To Create Engaging Product Pages: The Six Elements You Need
Everyone who has a Shopify store or owns their own business eventually learns one lesson the hard way: it’s not enough to just have a great product. You need to have strong product pages, too.
Product pages are crucial in helping you to sell your products and putting your best foot forward. They’ll also represent your brand while telling users exactly why they need what you’re selling in their life, so it’s crucial to get them right.
Fortunately, creating great, engaging product pages is a little more straightforward than you might have thought. While you do need great copy and images, the composition of the pages themselves are relatively formulaic. In this post, I’m going to show you how to create engaging, high-converting product pages with six key components.
1. Succinct Product Titles
Product titles are an important part of the product page itself, and it sets the tone for the rest of the content. The title should be interesting but still descriptive; “shirt, red” isn’t nearly as appealing as “Ruby Red Cap-sleeve Blouse.” It should also ideally contain keywords so that they’ll show up in search, both on your site and on Google.
If you’re struggling to generate product titles, don’t give up. It will make a difference on the overall impact of your product page, and if you’re dropshipping, it can really help you set your business apart to get that sale. You can learn more about how to name products based on your target audience here.
This may sound obvious, but based on some of the Shopify stores online, apparently it needs to be said. Strong product images are key to a strong product page, especially since users are purchasing online and that picture is a crucial factor in their decision making.
You should ideally be including a variety of images on each product page. One picture can show a simple picture of the product against a neutral background; another might show it in use, or from several different angles. Visual information is highly useful for customers, so providing them with as much of it as possible will benefit you, too.
3. Descriptive Product Details
The product descriptions themselves will of course be an important selling point, so really nailing that can make or break your sales.
While we talk about writing product descriptions in-depth here, take a look at some of the general guidelines you should be following:
- Offer up valuable information that customers need to make a buying decision. This includes care instructions, ingredients or materials used to make the item, and any features you want to highlight.
- Keep it short and easy to read; use bullet points or break the description up into multiple tabs or headlines if needed.
- Use some storytelling elements. Set the stage; make them really envision the joy of creating stunning smokey eyes before the big night out instead of just saying that it’s possible. People often make emotional buying decisions, so use that.
4. Easy-to-Understand Pricing
Nobody likes to feel like they had the wool pulled over their eyes, and if they think that’s happened at your store, they’ll let the whole world know and they’ll never purchase from you again (if they even do in the first place). Avoid this all together by having clear, easy-to-understand pricing on your site.
Do you charge extra for things like warranties, or optional add-ons like a carrying case or engraving? Mention it up front, and don’t wait for people to get to the checkout. If you sell subscriptions, explain exactly what the subscription entails, when people will be charged, and what’s needed (if anything) to cancel.
Customers won’t always trust what you say about your products, but they’ll trust what their peers have to say. Featuring testimonials and reviews on your site will go a long way in capturing customers and building trust, especially since many customers are actively looking for reviews before they’re willing to pull out their credit cards. And if those reviews feature images from other customers, even better.
There are different apps that can help you feature testimonials on your site, along with encouraging users to leaving them in the first place. A few to check out include:
Whenever possible, incorporating product videos can be exceptionally valuable. Customers are increasingly looking for video to help them make purchasing decisions, and video is an outstanding way to convey information like product uses, tutorials, and care instructions. Even if you’re simply showing a product up close, like opening up a purse to reveal a million tiny pockets inside, that can go a long way.
When creating videos for your product pages, keep them short, sweet, and focused. Ideally, they should be thirty seconds or less, and each video should only focus on one specific topic. You can always upload multiple videos if needed.
The best product pages aren’t going to rely on the fact that your product is great, because your customers just don’t know that yet, and if you don’t have the right systems in place they never will. Take the time to fully optimize your product pages to ensure that they’re doing the hard work for you.
If you aren’t sure how well your product pages are performing, go ahead and run some split tests. Test different components on the page to help you assess what’s working. Our Neat A/B app will help you test different page components, including pictures, descriptions, and even pricing to find the sweet spot and the right messaging for your audience. You can learn more and start your free trial here.
Interested in learning more about how to optimize your Shopify store for success? Sign up for our newsletter below so you never miss a post.