Turn Prospects into Buyers: Master the Art of Product Page Design

You need to optimize your website often to increase your conversion rate and attract more customers. This is also applicable to your product pages.

While 87% of customers can’t see, touch, or smell an item before buying it online, they believe the product page content is the most important.

It will not be worth it if the people you have worked hard to reach do not interact with your brand because of your unorganized product page. Consequently, the prospect can abandon the purchase decision following pre-sales nurturing or go to other rivals’ solutions.

So, to ensure the digital marketing campaigns pay off at the beginning of the consumer journey, the product pages must be top-notch. Commercials that get people to buy stuff are the most effective.

The design of a product page can be improved by implementing various methods to increase sales. You have a choice of tactics to develop top-quality product pages, including flawless user experience, social proof, and conversion-oriented wording. You can use these features for more than just increasing revenue. Most importantly, they may help you win over your target market and make them love your brand. This is essential to creating a successful firm with loyal customers and plenty of room to grow.

In this article, we will talk about the art of product page design.

Steps to craft your product page

1. Focus on Video
2. Showcase User-Generated Content
3. Add Product Recommendation Option
4. Craft a Section For Social Proof
5. Transforming Product Images into Conversion Drivers
6. Inspiring Action Through Urgency Triggers

Step 1 – Focus on Video

A great strategy to increase conversions and sales on your online store is to include product explanation videos. Compared to written content, video content is more effective at informing customers, increasing brand identification, and creating emotional connections.

Video is the preferred marketing medium for 71% of consumers, according to HubSpot. After seeing a video of a product customer feel confidence in your items increases when they have a good grasp of what you’re selling. 

Additionally, most consumers report buying more after watching an applicable video. Video on product pages helps viewers visualize the product, its characteristics, and how it might fit into their daily lives. Video demonstrations of product features, benefits, and real-world applications can help customers decide if a product is right for them.

Step 2 – Showcase User-Generated Content

Customers’ personal experiences have a bigger and more significant impact on their final purchase decisions. Thus, it makes sense to incorporate user-generated content into your product pages to boost conversions.

Stackla reports that 79% of consumers feel user-generated content significantly influences their sales. Furthermore, consumers place 9.8 times more weight on user-generated content than influencer material when purchasing.

Exercise caution while utilising user-generated content (UGC) because manipulative content damages your business’s credibility. Making it possible for satisfied consumers to attach media files to their product reviews is a quick and easy fix.

Step 3 – Add Product Recommendation Option

Implementing targeted product recommendations is among the most essential aspects of optimising your e-commerce product pages. Customers are more loyal, their average order values are higher, and they have a better, more streamlined shopping experience thanks to smart suggestions.

Customers are more likely to spend more money on each order when they receive personalised product recommendations. Subtly encourage customers to spend more by strategically displaying related or higher-tier items throughout your product pages. 

Showing complementary items on an apparel page or prompting clients to purchase consumables like jwelery or makeup are both great examples of what works. 

The average order value (AOV) from Luxury & Jewellery was $391 in January, up 32% from December. The average order value over the last twelve months has been $272 in the Luxury & Jewellery category and $72 in the Beauty & Personal Care category.

Extending client lifetime value, high-quality recommendations not only drive larger one-time purchases, but also fuel repeat purchases. Reminding clients to restock on skin care products or other frequently ordered items when they run low or informing them of new releases in a line of products they have previously showed interest in keeps them engaged with your brand over the long term.

For satisfying buying experience is provided by highly personalised product recommendations. Loyalty is increased when customers believe your business knows what they like and offers personalised recommendations. As an example of considerate customisation, you could suggest moisture-wicking socks instead of dress socks to a customer who buys running shoes.

Step 4 – Craft a Section for Social Proof

Reviews of products that are sold online have grown in importance in recent years. Almost all consumers read reviews before making a final purchase decision, and most customers read reviews sometimes. Although user-generated material such as ratings and reviews should be a component of your product page strategy, there are other forms of social proof that are just as useful.

Read this article to learn about how to encourage customers to leave reviews.

Try to find ways to provide different facts to help develop trust based on what customers have said. Some examples of what should be included on product pages are customer service satisfaction metrics, before and after examples with user photos and testimonials, and positive customer statements. You can increase your product’s worth in various ways by using these several forms of reliable feedback.

Adding layered social proof signals via elements other than reviews greatly increases believability. Customers are more likely to make a purchase when they perceive a brand to be genuine and honest. All of your product pages should prominently include client reviews.

Step 5 – Transforming Product Images into Conversion Drivers

Product images on online storefronts significantly impact customers’ final purchasing decisions. More than eighty percent of mobile buyers say that visuals, such as photos and videos, play a significant role in purchasing decisions. This being the case, firms that want high conversion rates will deliberately create varied and appealing product galleries.

Showing products in various realistic contexts and use situations is crucial for conversion optimisation, along with quality, high-resolution photographs. 

For example, if you are a wholesaler at Shopify and are using a third-party app for wholesale to grab new customers, then showcase the high-quality image of the use case of your app through your product.

Through these varied galleries, customers can imagine better themselves utilising the product, which in turn triggers emotional connections that drive purchases.

As an example, nearly every product on the UGG website is showcased at least four or five different settings, such as when worn outside, when worn while resting at home, with close-ups of the texture, next to different models, etc. Even further, outdoor gear shop Backcountry uses video footage within their product galleries to demonstrate how gear works in real extreme sports environments. This varied and lively footage outshines static studio shots.

Consumer conversion rates drop 2.1% when they can only see products in static situations. 

However, an intentional push toward lifestyle imagery boosts that. Your product galleries should include realistic, relatable settings to engage shoppers. Visual storytelling attracts clients.

Step 6 – Inspiring Action Through Urgency Triggers

If product page designers want to increase immediate purchases, they should use tried-and-true sales strategies. One tried-and-true method is appealing to the audience’s FOMO, or fear of missing out, which greatly increases purchase intent.

Leading businesses have used The scarcity concept extensively for many years to create demand and give their products more perceived value. Customers are more likely to take notice of time-bound offers because of the short window of opportunity they provide.

Urgency triggers consistently boost conversion rates when carefully added to product pages. Simple yet effective methods are displaying eye-catching inventory countdowns, time-sensitive discounts, or exclusive one-time member promotions.

According to the research, adding “Items left” trackers and dynamic timers to add-to-cart buttons is associated with an 18% increase in conversions. 

Alternatively, for limited-time offers, drawing attention to specific beginning and ending times encourages time-conscious customers and reduces uncertainty.

Words like “Limited quantities!” and “Sale ending soon!” strategically placed across the website’s content and layout evoke a sense of urgency.

All online stores should use time-tested urgency trigger strategies to increase conversions immediately and consistently.

Step 7 – Do Not Forget About Shipping Info

Shipping details should not be overlooked while designing a successful product page. Consumers’ shipping selections are greatly influenced by research.

Shopify discovered that 75% of customers feel that the availability of free shipping significantly impacts the products they choose to purchase. Also, when selecting an item, 60% of buyers think about how long it will take for delivery, and 50% want various alternatives.

Shipping plays a significant role in modern consumers’ purchasing decisions. Thus, providing comprehensive delivery and fulfilment information on product sites is essential. A good strategy is to be upfront about all the alternatives, delivery times, and minimum orders before the checkout process begins rather than to surprise customers with hidden expenses.

You might provide various shipping options, including expedited premium shipping that boosts average purchase values. To encourage purchases, it is essential to outline the return process and determine who is responsible for paying the shipping charges. Conversion rates are increased due to shipping information optimization, which satisfies the demands of modern consumers.

Bottom Line

Your product page converts browsers into buyers 24/7, like a quiet salesperson. Master product page design to harness this potential and turn prospects into devoted customers. Use perfect UX, social proof, and conversion-oriented phrasing to boost sales.

A brand with a dedicated following and infinite development potential starts with excellent product pages that build trust and win hearts. Waiting for what? Start creating converting product pages and watch your business grow.