22 Essential Elements You Need to Include in Your Product Page
Setting up an ecommerce business means lots of resources and marketing plans. In today’s article we focus on the product page.
We want it to be clean, easy to approach and most importantly to contain the information our potential customer needs. Easy to say, more difficult to implement.
To make this job more comprehensive we listed up the top 22 essential elements that are needed in every product page.
Keep in mind that this list applies for any type of product or ecommerce business.
1. Product Name and Tagline
The product name should be the first and most visible element on your product page. Usually the product name is placed between the <h1>and</h1> tags in order to underline its importance (both to your visitors and to search engines).
This will tell search engines what the page is all about and will act as the main keyword / keyphrase in the search query.
The tagline is a short product slogan designed to underline the main features of the product, usually wrapped in <h2> tags.
2. Product Image Gallery
The image gallery can be a classic image carrousel, a cool image slideshow or 360 views of your product. Whatever choice you make, just be sure to include each angle of the product and colors so that people will be able to understand how the product looks like and give them a feel of what it would be to hold that product in their hand.
Make sure that each image opens up when clicked to show a larger preview of the product. On top of that, add the alt attribute to all images in your page for a better user experience and an improved SEO.
3. Detailed Product Description & Features
We consider this section to be the most important one in the list. The reason why this element is vital is because product description is not only important for the user, but also for search engines, helping them target your product and allowing people to find your product much easier.
Just make sure your product description hits all the essential elements regarding your product. Include all the keywords necessary, but make sure it doesn’t become a boring description. We usually recommend a product description between 500-800 words.
On top of having a great description, you also have to take into consideration highlighting the product features. These can be a part of the initial description, but for a clean product page and a better user experience, we recommend you to include these in their own section (ex: a colored table, a new box etc).
Usually this section comes right after the description as a great addition that clears all the potential confusion your visitors may have about the product.
4. Product Variations
Some products come in different shapes, sizes and colors. These also go by the name of product variations. Displaying the product variations in your product page is a step we consider vital because this way you keep the user interest up and simplify the buying procedure.
5. Product Price & Price Discount
The price is a vital element in your product page because at times is the one that stands between your store visitor buying a certain product or leaving for good.
Even though the price value is essential, the regular price in comparison to the % reduction can offer a higher conversion rate.
You already know that people love discounts and as a result showing that strikethrough over the regular price can highly increase the number of sales in no time.
It’s recommended to keep the price tag in a visible area and try to highlight the discount value in percent if possible.
6. Call to Action Button
Just as important as product price and discount design is the “Call-To-Action Button”. This magical button is the one that tightens the deal between your online store and the customer by taking him one step closer to the payment processing page.
Having your customer hit this button means he’s interested in buying the product and that you have done a great job optimizing the product page for conversion.
Still, there’s a lot of shops and online stores that don’t manage to make this call-to-action button interesting enough and that usually means a great loss in terms of sales number.
Fortunately, great marketers and psychologists will help us create the perfect button that really converts.
For starters, just make sure to:
- Pick the right color for the action button. Psychologists say that the color with most impact in terms of action is red (a color known to raise the blood pressure and the action trigger). Another recommended color for the “Add to Cart” button is yellow or orange both powerful and known as colors with high visual impact
- Choosing the right call to action text. This is usually the text that creates urgency. It’s customary to add an exclamation point, use actionable words and phrases such as “Buy Now”, “Purchase Now!”, “Get it Now!” adding a sense of urgency.
7. Social Sharing Options
Social media can drastically improve the traffic flow to your online store and products. However, the first step you need to take is the implementation of social sharing buttons.
Our advice is to keep things clean and only focus on the social sites where people tend to share products belonging to your niche.
For instance, if you have a fashion store, then people are more likely to share your products on Pinterest, Facebook and Twitter since there you will find greatest communities on this profile.
Make sure the icons are proportionate, responsive and easily noticeable, but not intrusive. Another important thing is to make the links open in a new window or in a popup so that people will also stay on your product page and sharing on social media at the same time.
Breadcrumbs in web design refer to that navigational element which is made out of links that point to your location in relation to the store homepage.
For instance, let’s just say you are visiting an iPhone 7 product which is part of the Gadgets (main store category) and under that there’s Smartphones, the subcategory where we find all smartphones.
From this analogy, the breadcrumbs list will look like:
Homepage / Gadgets / Smartphones / iPhone 7
This will improve the site-wide navigation and actually increase the time on site, which translates in better ranking in search engines.
9. User Review Section & Star Rating System
User reviews add credibility to products and that’s especially true when they are followed by a star rating or 1 through 10 rating system.
What better way to know how good a product is than from people who already bought it? Make sure to include these right after the product and include the star rating right at the top of the page near the product title.
10. Recommended & Related Products
When someone is interested in your product, there’s a high chance they will also be interested in similar products or products to extend the capability of the one they are viewing right now.
For instance, if someone is browsing the product page for an “iPhone 7”, then is highly recommended for you to include “iPhone 7 cases” or “iPhone 7 glass screen protector” in the recommended products section.
Another great application of this is to include “Frequently bought alongside product name”. This will guide customers to engage with new products that people usually buy.
Also, in order to increase the conversion rate, you should add featured images and a small title alongside the price tag and building a carousel or image slideshow would help considerably.
11. Questions and Answers Section
Right after the inclusion of user reviews and testimonials, we recommend you to add a section entitled
“Questions & Answers”, a section where you collect questions from users and offer detailed answers.
This way, you will offer users a better experience and drastically improve their view on your site’s support.
12. Add to Wishlist
This is a common feature that comes with most cart solutions out there. Adding a product to a wishlist means you don’t force potential customers to buy right away. Instead, a wishlist will allow them to create a desired list first, think about it and when they are ready, just help them send it to payment processing.
13. Newsletter and Subscription
Even if people don’t buy your product but they do view it you can convince that person later. The best way to do this is through email marketing and newsletter subscriptions.
We recommend you to use Aweber or GetResponse to set up powerful and long-lasting campaigns. Add their gadget in the sidebar of your page and send periodical emails, but make sure not to spam people because this strategy can go to waste in no time at all.
14. Award Badges
These are simple images that certify the authenticity of your online store or the products that you sell. Usually, award badges and certifications are displayed in the footer of each product page. However, it is customary to include these certifications in the product description whenever is appropriate.
If your product is unique and has been featured on various publications, then make sure to display that as well. This will increase confidence and trust.
15. Payment Methods
It’s customary for Ecommerce websites to show the available payment options in an image displayed in the footer (usually next to award badges & certifications).
This image will contain all the payment methods (ex: Mastercard, Visa, American Express, PayPal etc).
It’s a good idea to include this because people always have the question about payment options and whether or not they can use their favorite one.
15. Stock Availability
The absence of this element can get you in some serious trouble. If people come to your website, buy something and after that find out that the product is not available, then you will lose that potential customer forever.
On the other hand, if the product is unavailable and the stock availability element says that, the user will probably look for similar products or opt-in to get notified when the product will be available once again.
16. Product Comparison
Sometimes people aren’t able to see the true potential of a certain product. Usually people seem to get more involved into knowing about the product features and capabilities when they can compare this product to similar ones.
This is usually done using products in your own online store, however, you can create a price and features comparison widget which includes similar products from other vendors and highlight the benefits of your product in order to increase the conversion rate.
A good example of this practice is available at Amazon.com
18. Support Option & Customer Service
Every respectable online store comes with a support team that is always happy to answer customer questions. Just make sure to show this to your potential customers by embedding a support chat or a phone number where people can get in touch with your team.
Another popular method is to create a ticketing system where people can send their concerns about products in your store.
We recommend you to find the proper combination of these, but make sure people can find someone at the other end of the line.
20. Estimated Shipping Date
For some people this is the decisional factor when buying your product. This means it’s a must and you need to be honest about the delivery expectancy. Sometimes it’s a bit difficult to do this and if this is the case, we recommend you to limit yourself only to regions where you can offer fast delivery.
20. Return Policy
Just like the estimated shipping date, the “Return Policy” plays a decisional role in your customer’s mind. People love online shopping because they know that if they are not satisfied, they can return the product and check another.
This is one of the main reasons why shops with a longer period of the return policy tend to sell more than those with a small or no return policy.
21. Product Video
Creating and embedding a product video is a great part of generating the best possible user experience. This video will be able to engage with people and offer them the feeling of owning your product.
In simple words, adding a video that talks about the product and even includes an honest review will greatly increase the possibility for conversion.
We recommend you to host this video at YouTube because it will save you time, resources and also will help you engage with the community on the site.
22. Back to Top & Navigation
Since now you have such a long page, it’s only obvious that you should think about building a navigation option to facilitate the lean navigation of your visitors. To do this, we recommend you to place a “Go to Top” link in the footer section or build a fixed header navigation.
This way, users will be able to go through each section on your product page without losing any time. Think about this as an alternative to a “Table of Contents”.
It may seem like a lot of elements, but you will see that most successful Ecommerce sites use these too. Check out Amazon or Newegg and see what we mean.
We recommend you to take some time, build a design mock-up and see how each of them fits on your page. Also, make sure to build an A/B testing campaign and work with the version that brings best results.
Keep in mind that people love fast loading websites. For this, you will need to keep things clean and light.
Just like in every business, implementation is not that difficult, but results take time. If you liked our article please share it on your favorite social website and let us know what you think.