Your product pages are arguably the most important pages on your eCommerce website.
It’s where customers funnel into the decision stage of the buying journey.
How to improve your product pages ASAP: 👇
😎 Put customization options under the description:
If your product comes in various colors, make that clear by adding those options directly underneath the product description.
Don’t make your customers click on five separate product pages to see each choice.
Customers likely won’t discover the other options which leads to abandonment.
Less navigation = quicker purchasing decisions.
Here’s an example from MeUndies. 👇
🔥 Make your return and shipping policy clear:
Brands that hide their return and shipping policy only accomplish one thing: taking away your customers' confidence about making a purchase.
Customers need to know this information long before they reach the decision stage so they’re aware of:
- Additional costs
- When to expect their package
- How they can easily return it (if needed)
🚨 Bonus: Being clear about these policies can reduce the number of customer support questions you get related to shipping and returns.
✅ Write focused, concise copy:
Long paragraphs, fluffy words, and redundant statements distract prospects from reading the most important information about your products.
Focus only on relevant details – like your sizes, material, features, and quality.
On the other hand, you don’t want your copy to be too short (it ruins your credibility if it feels like there’s incomplete info).
Find that perfect sweet spot.
😎 Include product highlights:
What benefits does your product have compared to its competitors?
For example, your shoes may be waterproof, or your products may be ethically made with recycled material.
Whatever the benefits are, your customers care about all of these features.
It tells them why they should purchase your product.
Highlight these unique features well by including them near your add-to-cart CTA.
Here’s how MeUndies did it well:
👀 Share visuals at various angles:
According to Ian Leslie, the Senior Director of Retail Advocacy at Bolt, you need a variety of visuals to properly show off your products.
"Make sure you're providing enough product images. You'd be surprised how many SKUs live on the internet with only one product image."
One picture of your product isn’t enough to make customers trust you.
Take pictures at various angles, and make it easy for consumers to zoom in on the details.
🚨Use a single call-to-action:
- "Add to cart"
- "Sign up for our newsletter"
- "Get SMS updates"
- "Join our community"
- "Sign up for our loyalty program"
- "Join our membership program"
- "Get a monthly refill"
- "Save 10% by signing up for Facebook Messenger updates"
Some brands have all of these CTAs on a single product page. 🥴😭
Keep your product pages focused on a single add-to-cart CTA.
You can add a couple more CTAs to grow your marketing lists, but keep them below the fold so your add-to-cart button is what stands out the most.
🔑 Add sizing charts: (for fashion and apparel brands)
If you sell anything that comes in various sizes (clothing, shoes, jewelry), show customers how to select their size.
Put the link to your sizing chart near the product description (so above the fold).
Many online stores will link to a sizing chart that directs customers away from the product page.
🚨 DON’T DO THIS! 🚨
Leading customers away means they may not return to finish purchasing.
A better approach is to use a sizing chart pop-up so customers stay on the same page – take Allbirds, for example:
We’ll have more on product pages in upcoming newsletters!