Updated: Nov 8, 2022
What's the next step in online shopping? Websites. Websites are becoming increasingly more important in how we shop, socialize, and even plan our day-to-day lives. It is predicted that by 2021, an estimated 2.14 billion people worldwide are expected to purchase goods online. Global ecommerce sales is forecast at $4.891 trillion in 2021. What are some benefits of shopping online? Well, it may be easier to compare prices and find better deals. This is because the two main factors in an online shop's success are price and product range. It can also be more convenient to buy items online if you don't have the time or money to go out and "window-shop."
There are many elements on your website that you will need to run a successful store, however today we are going to talk about the structure of a good high converting product page looks like.
What is a product landing page?
This page is designed as a post-click page to advertise a companies products and to upsell additional products that the customer might be interested in. Design-wise it is created just like most landing pages with very specific information that the reader is interested in with high conversion sales type language.
When a new reader enters your landing page they are more than likely in the considering phase of purchasing an item so it is your job to convince them that this specific product will help them in whatever they are searching for.
5 tips for creating an effective product landing page on WIX
1. Write a motivational headline!
Your headline should blend vital information about the product that the customer needs to know or is searching for and motivational words to encourage a purchase.
You will need to include the product name and any vital information such as colors, branding or model numbers. Make sure that you incorporate specific long tail keywords into the heading as well. Adding keywords to your product will help increase the ranking on popular search engines like Google. You will need specific keywords and internal/external links to the product page to increase the ranking. Learn more about SEO here.
2. Include high-quality product photos
People want to see the product like it does in real life so taking well light, high-quality pictures can make or break a sale. Not only do customers have a higher standard for picture quality but so does most search engines. Google actually has bots to scan websites specifically to test quality photos. If you post terrible pictures, Google could never rank you even if you have everything else right.
Photo quality matters so take your time and think creatively with your pictures.
Which product picture would you feel more comfortable purchasing from? The left picture isn't bad but the right picture is obviously significantly better than the left.
3. Feature detailed product specs
Not everyone that comes to your product page is ready to buy so it is your job to hype up your product. Why is it worth buying? Why should they not purchase the other
product that they are more than likely comparing your product to? They need details about your product to allow them to make an informed decision.
I have a very specific guide to help you build a detailed product page.
4. Include videos
We want to see the product in real time and how you use it. Imagine a person comes to your product page not understanding how to use your product, wants to see it on something (fashion) or they just
want to see how it works. Including videos on your product page can increase your conversion rate.
5. Answer FAQ
If your customers frequently ask specific questions, it is easier on you and on your new customers for you to add that to the product pages. This will give them another reason to trust your product in comparison to a competing product.