Shopify product page: key best practices
Summary
The product page is one of the most important stages of your e-commerce site. It's the last step before adding to the cart, but it's also often the landing page for your marketing actions, even before the homepage. As a Shopify agency, we recommend implementing the necessary means to promote conversion from the product page.
The 6 Essentials of a Product Page
Each of your product pages should include the following elements:
- High-quality images of your product,
- The price easily visible (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" of the product page:Â the buy button
Product Images or Packshots
Since your customer cannot touch the product as they would in a physical store, it is important that you provide them with as much visual information as possible to compensate for the physical experience.
It is important to accurately represent 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 upon receipt of the product. Photographs are also preferred over 3D renderings.
Even if you have quality packshots that you provide to your distributors, we always advise our clients to produce exclusive images for their e-commerce site. Firstly, this creates a distinction from all other sites selling your products. Secondly, it allows you to stage your products as you would in a physical store, aligning the photography with the site's design.
We also recommend placing the product in context, in "lifestyle" shoots. Indeed, 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 terms and conditions. Negative reviews add credibility to positive reviews. However, make sure not to leave unfavorable reviews without a response indicating that you will contact the customer to resolve their issue 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 review their purchase a few days after,
- by organizing product tests in exchange for reviews,
- by rewarding customers who submit 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 for more information.
Reassurance Elements
There are two types of reassurance elements:
- transaction-related information
- product-related information
Transaction-Related Information
These are, for example, information listing the payment methods (Credit Card, Paypal, Apple Pay, Amazon Pay, Gift Card…), delivery methods (Colissimo, Chronopost, Pick-up point…), the order preparation and shipping time, the threshold for free delivery, the conditions for returns / refunds / exchanges...
This information is important to differentiate yourself from other distribution channels. For example, if you have a very favorable return and exchange policy, it is an element to highlight because it will remove a significant barrier to purchase for first-time buyers of the product.
Product-Related Information
These are the important features of your product for the consumer 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 pertains to 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 full 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 should include an action verb, in the imperative or infinitive depending on your brand's tone, which leaves no doubt that one is about to purchase the product.
Product Page: The New Homepage?
We tend to think so. Indeed, most of your marketing/media actions (Adwords, Facebook Ads, affiliation...) generally direct the customer to a product page rather than the homepage.
The product page, which is 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 signup"...).
This is why product pages are increasingly tending to be very long and replace mini-sites, especially among pure players.
In conclusion, we recommend that brands pay particular attention to their product pages. While quality exclusive 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.
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