Let’s kick things off with a mental image: it’s first thing in the morning. While drinking your first coffee of the day, you’re doing what most of us do — scrolling the feeds.
You scroll your way past multiple ads: cat litter boxes, hair products, online yoga classes, must-have fall ankle boots…
Then — in between all of that — you spot a ‘work from home kit’ (“that will totally increase your productivity”) and you just know:
You need this.
(I mean, who doesn’t??)
A click on the ad sends you to the product page where you begin your journey of discovery and ask yourself questions like:
“What is this thing?”
“Will it work with my Mac?”
“What colours does it come in?”
And probably the most important one: “Does this really work? Can I trust this?”
On the road to a conversion, all product pages must answer those questions (and many, many others).
But here’s the thing: nailing product page design, copy and experience is hard. Really hard. And while the marketers behind the campaign are hoping the ad did most of the heavy lifting, it hasn’t.
The heavy lifting is always done by the one and only star of this particular show: the product page.
A good product page that delivers real results focuses on showing customers exactly what they need at exactly the right time. It does the work for the customer by laying everything out in crystal clarity.
To put it simply: your product page has to tell a story. Not just any story though: it has to tell a story that connects with your target customer. And telling that story needs more than hiring a fancy product photographer and adding a checklist of product features on the page.
Because when you get this right, your product pages bring in more revenue.
The 4 steps for telling a compelling story on any product page
Quick tip before we dig in: it’s easier to create compelling product pages if you treat each one as a landing page. Now that’s out of the way, let’s go.
Step #1: Know what matters to your customers and use this as the basis for your product overview and product description
The first thing your customers want to know is how your product will help make their lives better. They want to see how the product fits in with their life and solves their specific problems.
Customer research can help you get those answers. You can learn vital info about your customers by running surveys, conducting interviews, mining conversations, practicing social listening, or performing a heuristic analysis.
The qualitative data you get from your customer research will help you:
- Write copy in your product descriptions that resonates with your target audience
- Provide helpful tips that make it easier for your target audience to use the product
- Address each of the concerns your target customers have so that those who are on the fence are more likely to purchase
Let’s look at three product page examples that show this in action.
Example 1: Be specific, descriptive, and helpful
Tangle Teezer offers a range of detangling brushes that help women with various hair textures take care of their hair. The product page below is for their popular Purple Passion brush.
The product description is very specific, descriptive, and helpful. Anyone reading this description can identify the:
- Type of hair the brush is made for (3C to 4C types)
- Design of the brush in terms of the length and firmness of the teeth
- Ways the brush helps with three of the key issues women with 3C to 4C hair types face — frizziness, the time it takes to detangle the hair, and issues maintaining curl definition
- Basis for their claim that this detangling brush can cut detangling time in half
- Best way to take care of the brush — keep it away from heat!
They then have a tutorial video on the page that explains how to correctly use the brush to detangle hair.
I’m in the market for anything that can help me manage my natural hair. Watching this video makes me more strongly convinced that this brush would be a good buy for me. The woman in the video has hair that looks just like mine and having her walk through the step-by-step process of using the brush for my hair type is a lifesaver for me. I’m not great with hair 🙈.
It gets even better. To make everything super user-friendly, the steps from this video are typed out on the page as step-by-step instructions.
Scroll further down and you’ll see other products that work well with the Tangle Teezer.
It’s at this point that the company dives deeper into the Tangle Teezer’s features.
This Tangle Teezer example shows how you can highlight what matters most to your customers by hitting their pain points first, providing helpful tips, and then explaining the product’s features. It balances story with practical details and tells you everything you need to know about the product and the company.
Example 2: Use the right language.
Next, let’s take a look at Apple’s Airpods Max. (Yes… I know using an Apple example is a bit overdone but this one is too good to pass up. Plus, classics are classic for a reason.)
Marques Brownlee, one of the most well-known tech reviewers on Youtube, describes these expensive over-ear headphones as perfect for luxury listening. They aren’t studio-grade headphones but they’re geared towards the average consumer who wants a clean, crisp sound for music, podcasts, Youtube videos, TikTok scrolling and movies.
When you look at the product page for this product, it’s clear that Apple understands that their target customers are exactly who Marques describes. The hero section of the page highlights these Airpods as “the ultimate personal listening experience”.
Apple’s use of descriptive language throughout the page also draws you in and cements in your mind that you’ll get the comfortable luxury listening experience you’re hoping for. All of this is backed by exceptional product photography.
So, not only is it important to know what your ideal customer is looking for, but it’s also important to use language and design that helps them experience your product in a way that matters to them.
Example 3: Include enough raw information to help customers make informed decisions
Here’s an example of a product information and overview section from Love Hair.
This product overview clearly shows that this product is for women who want:
- Healthy, strong, and shiny hair,
- All-natural products,
- Something for all hair types (even color-treated hair)
Another great feature of this page is the drop-down menu section. Here, Love Hair allows customers to see the information they want to see only when they click on the relevant drop-down arrow. This prevents the page from being crowded.
A key consideration here is that your product overviews and descriptions should contain as much information as possible to help customers make informed decisions. It’s a good idea to look at reviews on your competitor’s products to see what people are concerned about. You can address these common objections and concerns in your product information and overview sections.
Now that we’ve gone through some examples, it’s time for step #2.
Step #2: Include images that help customers see themselves with the product
Research shows that product information and pictures are important to 85% of shoppers when they’re deciding which brand or retailer to buy from. There’s also a timeless study by researchers from the Massachusetts Institute of Technology that proves the human brain processes images within as little as 13 milliseconds — much faster than text.
That’s why images are the first things potential customers pay attention to on your product pages. You have to make them count. Here are some tips for optimizing your product page images for conversions.
Don’t just show the product against a white background. Show people using or wearing the product. These images help potential customers:
- See themselves using the product
- Decide if the product will fit
Here’s an example from Fenty Beauty.
Women with a range of skin tones can see how Fenty’s lip gloss matches their complexions. There are also pictures showing women of various complexions wearing the lip gloss. Potential customers can use these images to envision themselves wearing the product before they purchase.
A 360-degree view tool is also a great addition to your product images. It allows the customer to view the product from all angles. Couple a 360-degree view tool with a magnifier and you’ll strike gold. A magnifier provides zoom options so the customer can see the product close up.
Both the 360-degree view tool and magnifier work really well when the product is pictured in an everyday setting so the customer can get a better representation of the size.
Now, let’s look at one of the most powerful elements of a high-converting product page — customer reviews.
Step #3: Use customer reviews to your advantage
Social proof is one of Dr. Robert Cialdini’s seven persuasion principles, and it’s one of the most commonly used conversion optimization tactics for winning trust. (We’re more likely to choose a product or service if other people like and recommend it.)
But that doesn’t mean all your products should have perfect 5-star reviews. Customers are more likely to purchase products with star ratings between 4.0 and 4.7 stars than products with 5-star ratings. Five-star ratings simply seem too good to be true.
The key here isn’t to shy away from negative reviews. Instead, you should respond to them and offer to resolve any issues customers highlight. In fact, more than 27% of 30-year-olds and people aged 40+ and nearly 34% of 20-somethings will change their negative reviews to positive ones after their feedback is addressed.
Another highlight of customer reviews is that they provide authentic images of your product in real-life scenarios. There’s no Photoshop or elaborate photoshoot, just the raw image of people’s experiences with your product.
Here’s an example from the wedding dress I bought online. Finding a wedding dress online was a nerve-wracking process for me and I almost thought I wouldn’t find what I wanted.
But I fell in love with this dress the moment my matron-of-honor shared it with me. It was a beautiful trumpet-style, off-the-shoulder dress with lace and sleeves. What sealed the deal for me was looking at the pictures of people wearing the dress in real life. The pictures made me aware that I would have to do some alterations to the dress.
There was also a picture of the dress another bride had altered into another style. I knew I had options because of these pictures.
This doesn’t just work with wedding dresses. It works with glasses too. Zenni uses real pictures of their customers to show off their frames.
Authentic photos from customers are powerful. They can help a potential customer who’s on the fence make a quick decision to buy. So, always look for ways to encourage your customers to include images and/or videos in their reviews.
Let’s move on to the final step.
Step #4: Suggest other products in your catalogue that will pair well with the product
Upselling and cross-selling are two tactics that will help increase conversion rates for your products. A useful approach to upselling and cross-selling is to directly include suggestions for similar products on your product landing pages.
Here’s an example from Pilgrim Collection.
They highlight the pairing of the Teo diffuser with their popular Disconnect Kit with a “Most Bought” tag. Your eyes are immediately drawn there and, if you’re really in love with aromatherapy, you may just consider this incredible pairing.
We did the same for Upright while optimizing their product pages. Through various experiments, we tested showing upgrades, bundles and add-ons to the product page and saw a 13% increase in revenue.
Learn more about how we helped Upright use conversion optimization to increase sales by reading the case study.
Now that we’ve covered the four-step process for telling a story on your product page, let’s look at some more examples of well-designed product pages.
Examples of well-designed product pages
Let’s take a look at some more real-life examples.
One of the great features on this page is the slider which shows what a Bellroy wallet looks like in comparison to an average wallet.
It highlights Bellroy’s selling point. No matter what you have in your wallet, it will always look neat and sleek. As they say on this product landing page, “Our wallets are designed to hold what you need, while keeping your pockets trim and tailored.”
There’s then a personalization element on the page. Here, customers can find the right Bellroy wallets for them based on what they typically carry in their wallets.
Each product page has all the information a customer needs. Here’s an example from the page for their Hide and Sleek wallet.
2. Rent the Runway
What’s really great about this product page is the stylist’s notes. Customers can get ideas for how they can dress up their outfits.
Another great feature of the page is that customers can select the buying option that’s best for them — one-time rental, memberships, or buy now. There’s also a comparison to the original retail price which is great for giving customers more context about pricing.
3. Daily Harvest
Not only does Daily Harvest kill it with vivid product images, but they also use the language of their customers in their messaging. They also provide easy-to-prepare recipes that help customers make the most of their bowls.
Each product page tells the customer the blend of citrus varieties used for that Orangina drink.
What would have really made these product pages excellent though would have been some recipes and tips for making tasty drinks and meals with these beverages. Showing customers how to use the drink in various ways would make them see it as even more useful and worth the spend.
Create winning product pages
Increasing product page conversions boils down to how well you tell a story on your product landing pages. A big part of achieving that relates to how well you connect with the emotions that drive your customers’ purchase decisions.
Interested in learning more about tapping into these emotions? Check out Talia’s free workshop that will help you level up all your marketing with the art and science of emotional marketing.
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