Table of contents
The product page is one of the most important steps on your e-commerce site. It is the last step before adding to the cart, but it is also often the landing page for your marketing actions, even before the homepage. As a Shopify agency, we recommend implementing the necessary means to encourage conversion from the product page.
The 6 essentials of a product page
Each of your product pages should include the following:
- High-quality images of your product,
- Easily visible price (and any promotions)
- The different color and style options of your product,
- Customer reviews, preferably with a star rating,
- Reassurance elements, depending on your industry
- The main call to action for the product page: the buy button
Product images or packshots
Since your customer cannot touch the product as in a physical point of sale, it is important that you provide them with as much visual information as possible to compensate for the physical experience.
It is important to faithfully represent the shapes, textures, and colors. It is natural to want to enhance your product, but care must be taken not to over-retouch images to avoid disappointing the consumer when they receive the product. Photographs are also preferable to 3D.
Even if you have quality packshots that you make available to your distributors, we always advise our clients to produce exclusive images for their online store. On the one hand, this creates a difference from all other sites that sell your products. On the other hand, it allows you to stage your products as in a physical point of sale, aligning the photography with the site's design.
We also recommend putting the product in context, in "lifestyle" shoots. This gives the customer a better overview of the dimensions, textures, colors, and how it looks when worn, if applicable, and contributes to the storytelling.
Customer reviews
Is it necessary to remind you that customer reviews are one of the elements that contribute most to conversion?
It is essential to generate reviews on your product pages. Reviews should not be censored if they comply with the T&Cs. Negative reviews lend credibility to positive reviews. However, be careful not to leave unfavorable reviews without a response indicating that you will contact the customer to address their problem or that you have taken note of their comment.
You need to implement strategies to generate reviews on your product pages, for example:
- by automatically and systematically sending emails asking customers to give their opinion a few days after purchase,
- by organizing product tests in exchange for reviews,
- by rewarding customers who leave a review
You can carry out these operations by setting up transactional emails in your mailing tool, using dedicated Shopify apps. We can also help you by organizing product tests that generate reviews on your site. Don't hesitate to contact us to find out more.
Reassurance elements
There are two types of reassurance elements:
- transaction-related information
- product-related information
Transaction-related information
These include, for example, information listing the payment methods (Credit Card, Paypal, Apple Pay, Amazon Pay, Gift Card, etc.), delivery methods (Colissimo, Chronopost, Relay Point, etc.), the order preparation and shipping time, the threshold for free delivery, and the return / refund / exchange conditions...
This information is important to differentiate yourself from other distribution channels. For example, if you have a very favorable return and exchange policy, this is an element to highlight as it will remove a significant barrier to purchase for first-time buyers of the product.
Product-related information
These are the characteristics of your product that are important to the consumer and that differentiate you from the competition.
Examples include: French manufacturing, organic certification, recyclability, a new function or an innovation… It all depends on your product and your industry.
If the information involves certification, a label, or compliance with a charter... prioritize the use of pictograms. If the information concerns product use, prioritize a combination of text + image / video.
If the information is technical, you can consider placing it at the bottom of the page or providing the complete information as a downloadable document.
The “buy” button
In all cases, the button must be visible: it must be large enough, in a color that contrasts with the page background. It must include an action verb, in the imperative or infinitive depending on your brand's tone, leaving no doubt that the product will be purchased.
Product page: the new homepage?
We tend to think so. Indeed, most of your marketing/media actions (Adwords, Facebook Ads, affiliation, etc.) generally direct the customer to a product page rather than the homepage.
The product page, often the first contact with the brand for many visitors, must therefore contain as many storytelling elements as your homepage. It is therefore important to include merchandising elements (such as "discover the brand" banners) at the bottom of the page, or secondary calls to action (e.g., "newsletter subscription").
This is why product pages tend to be very long and replace mini-sites, especially for pure players.
In conclusion, we recommend that brands pay particular attention to their product pages. While exclusive quality content represents a significant investment, it promotes conversion in the short and medium term. If the investment seems too high, you can start by prioritizing a few strategic pages, such as your best-sellers.
A product page that converts is also a product page that feeds your Google Merchant Center feed. The same elements (structured title, rich description, complete attributes) serve direct conversion and visibility on Google Shopping. To take the reasoning to its logical conclusion, consult our method for optimized product titles for Google Shopping.
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