{"id":5680,"date":"2022-08-15T09:00:00","date_gmt":"2022-08-15T01:00:00","guid":{"rendered":"https:\/\/blog.ninjavan.co\/en-ph\/?p=5680"},"modified":"2024-04-26T10:09:44","modified_gmt":"2024-04-26T02:09:44","slug":"effective-product-page-design","status":"publish","type":"post","link":"https:\/\/blog.ninjavan.co\/en-ph\/effective-product-page-design\/","title":{"rendered":"How to Design an Effective Product Page that Converts"},"content":{"rendered":"\n

If you\u2019ve been spending a good chunk of your day answering order queries and decoding online shopping lingo (Hm? PM? LP? Avail? RFS?), it\u2019s probably because your customers don’t have a good sense of what you’re trying to sell.<\/p>\n\n\n\n

They want to completely understand what they\u2019re committing to before purchasing. Why? Consider what you take away from them when they shop online: they can’t see, feel or try your products. Unlike in-store shopping, customers have to rely on the information you give on your page before clicking “Add to cart.”<\/p>\n\n\n

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You might be thinking of an info-loaded social media, ecommerce or web page post that might drive your buyers away. What’s the sweet spot that paints the right product picture then? A well-designed product page is the answer to your woes.<\/strong><\/p>\n\n\n\n

A carefully designed product page is proven to increase sales. With online shopping in the Philippines at an all-time high<\/a>, this is another element in your artillery that will level up the shopping experience and set you apart from your competitors.<\/p>\n\n\n\n

Let’s take a look at the building blocks of a brilliant product page to get you started!<\/p>\n\n\n\n

Part 1: Product information your customers want to see<\/h2>\n\n\n\n

Before we head to the specifics of how to list and lay out your product page, first thing’s first: you must understand your target audience. <\/p>\n\n\n\n

When they message you, what are the usual queries they raise about your products?  Where else do they shop, and how do successful brands like yours cater to them? <\/p>\n\n\n\n

Don’t hesitate to get their feedback<\/a> to help you improve your services. Run a survey on how they want their shopping experience to be, or casually ask them what they wish to see on your product page. Use the information as your guide for the anatomy of your product page<\/a>.<\/p>\n\n\n

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Now that you have the foundation covered, let’s go to the nitty-gritty details of what makes a product landing page effective.<\/p>\n\n\n\n

Product name<\/h3>\n\n\n\n

You want to make sure that you’re using the right keywords for your product so potential customers can find your offerings<\/a> when doing a search online.<\/p>\n\n\n\n

Start with using a keyword planner<\/a>. You can use this tool to find SEO-friendly keywords and also see how competitive those keywords are. Doing this will help improve your SEO ranking<\/a> on search engines.<\/p>\n\n\n\n

On the page itself, you can add related tags to further organize customers’ searches. For example, if they search for “shoes,” all products tagged with “shoes” will appear on the results page. You can also make the name descriptive, memorable and unique. Avoid using the same-sounding names within the catalog to clearly distinguish between products.<\/p>\n\n\n

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\"Mango
Sample of tags on the Mango online store.<\/em> Image from Mango<\/a><\/em><\/figcaption><\/figure>\n<\/div>\n\n\n
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#NinjaTip:<\/strong> Are you having a hard time coming up with interesting product names? Try name generators like this<\/strong><\/a> and incorporate the keywords from your planner.<\/p>\n<\/blockquote>\n\n\n\n

Good images<\/h3>\n\n\n\n

Customers will rely on images even if you have descriptive product information. About 88%<\/strong> of customers in this survey<\/a> consider clear product images as a key element of the shopping experience.<\/p>\n\n\n\n

You don’t need a professional photographer for this, but you need to add high-quality images that will help customers visualize the product. You can also use images to show different angles of the product, or to show how the product is used.<\/p>\n\n\n\n

Use multiple photos to show the product in different contexts. For example, if you’re selling clothing, you can use an image of the dress on a model, on a hanger, and being worn. This will help customers get a better sense of what the product looks like and how it might fit them.<\/p>\n\n\n

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\"Product
Show how good the item looks on an actual model. Image from Seek the Unique<\/a><\/em><\/figcaption><\/figure>\n<\/div>\n\n\n
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#NinjaTip:<\/strong> A good product image supports your brand as a whole. Add elements that communicate your persona. Use tools<\/a><\/strong> to help style and enhance your images and enhance them for better appearance. Don’t clutter your page with photos, too. Use gallery view and zoom options to keep it organized.<\/p>\n<\/blockquote>\n\n\n\n

Product description<\/h3>\n\n\n\n

When customers are scrolling through search results, they can judge your product page by its cover, so to speak. So it’s best to include informative and appealing product descriptions to help you stand out from the competition.<\/p>\n\n\n\n

You don\u2019t need to (and you shouldn\u2019t) make product descriptions fancy. Use general information about the product, like its features, and what problems it solves. Highlight its benefits and show how they’re relevant to the customer.<\/p>\n\n\n

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\"Product
Straightforward descriptions of the product can help close the sale. Image from the Beauty Bar<\/a><\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Product descriptions should be easy for both humans and search engines to digest. Use a conversational tone, but don\u2019t lose focus on the product details. Give time to write and edit product entries because it’ll pay off: 82%<\/strong> of customers read product page details.<\/p>\n\n\n\n

And keep it short, too \u2014 your goal is to make it informative enough for the next step: convincing prospective buyers to click ‘add to cart.’<\/p>\n\n\n\n

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#NinjaTip:<\/strong> Err on the side of brevity when writing your product description. Keep sentences short, simple, skimmable and easy to read. Use bullet points, headers, paragraph breaks and readable fonts to make information digestible.<\/p>\n<\/blockquote>\n\n\n\n

Product price<\/h3>\n\n\n\n

Customers like to see the price upfront. When they can’t find it, they’ll often leave the page without taking any further action. <\/p>\n\n\n\n

And yet, many local online sellers fail to add prices to their product descriptions, especially on social media (is PM really key here, folks? DTI thinks otherwise<\/a>). <\/p>\n\n\n\n

These online shops may choose not to display prices to avoid low-ball offers. But this can actually hurt sales. It’s better to be upfront about the price and let customers make an offer if they’re interested.<\/p>\n\n\n\n

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#NinjaTip:<\/strong> Add the price near the buy or order button so that customers naturally gravitate towards clicking that.<\/p>\n<\/blockquote>\n\n\n\n

Order button<\/h3>\n\n\n\n

When it comes to the order button, you want it to be as visible as possible. This means putting it where customers can see it without scrolling down. It’s also a good idea to make the button big and easy to click.<\/p>\n\n\n\n

In addition, make sure the text on the button is clear. Use words like “buy,” “add to cart” or “order” so that customers know what they need to do.<\/p>\n\n\n

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\"Buy
Don\u2019t be shy to make the \u201cbuy now\u201d button as big as possible. Image from Toby\u2019s Sports<\/a>.<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Finally, you might find that a different color or design works better than your original button. Try A\/B testing<\/a> different buttons to see which one converts the best.<\/p>\n\n\n\n

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#NinjaTip:<\/strong> The button should lead to a page with clear transaction options. Detail your online payments or ewallets<\/a><\/strong>. If you offer COD, add that too. Make sure your website is secure and the API reliable to navigate between applications, avoid lag and bypass transaction issues.<\/p>\n<\/blockquote>\n\n\n\n

Shipping and return policies<\/h3>\n\n\n\n

Including shipping and return information on your product page is important because it helps build trust with your customers. When customers know what to expect when they order a product, they’re more likely to complete the purchase.<\/p>\n\n\n\n

Additionally, they’ll know what the return process is if something goes wrong with their order. This makes it easier for them to get a refund or exchange the product.<\/p>\n\n\n\n

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#NinjaTip:<\/strong> Reliable delivery solutions have <\/a>dashboards you can integrate into your ecommerce site<\/a><\/strong>. Delivery trackers aren\u2019t only convenient for your buyers, they also lessen delivery inquiries (hassle-free for you and your customers).<\/p>\n<\/blockquote>\n\n\n

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Other elements<\/h3>\n\n\n\n

You\u2019ve covered the basics, but you can still make your product page more useful by adding customer reviews, product videos, product quantity options and a wishlist button for out-of-stock items.<\/p>\n\n\n\n

These paint a better picture of what you’re selling, help build trust with customers, provide information about the product and make it easier for customers to buy it. Businesses can increase sales and create a better customer experience by including these elements.<\/p>\n\n\n\n

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#NinjaTip:<\/strong> A wishlist option is a good way to build your customer information database. You can send an email to them once the product is ready, which adds to engagement and customer service<\/a><\/strong>. Have the wishlist button route to a signup or email list page along with a few vital information fields you may need to know about your customer.<\/p>\n<\/blockquote>\n\n\n\n

Part 2: Let’s tackle product page design<\/h2>\n\n\n\n

Product page design should be given the same attention as you would think about designing your store layout. <\/p>\n\n\n\n

It\u2019s not just about communicating your brand persona. You want to have your offerings organized, properly spaced and with a good flow that leads your customers from window shopping to lining up at the cashier. <\/p>\n\n\n\n

Mood, music, and lighting play their part, just like your webpage\u2019s layout, colors, images and fonts.<\/p>\n\n\n\n

A good design makes it easier for customers to navigate the page and find the information they need. It also makes the page look professional and trustworthy. Customers who feel confident about the business are more likely to buy from them. <\/p>\n\n\n\n

We’ve prepared a cheat sheet for you! Download your Anatomy of a Good Product Page guide<\/strong><\/em> below:<\/strong><\/em><\/p>\n\n\n

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\"Anatomy<\/a>
DOWNLOAD the Anatomy of a Good Product Page<\/strong><\/em> guide<\/em><\/strong><\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

Design improves the customer experience. Product pages that are easy to use and easy on the eyes convert onlookers into buyers.<\/p>\n\n\n\n

Here are a few things to consider when designing your product page.<\/p>\n\n\n\n


Design for mobile<\/h3>\n\n\n\n

Smartphone shopping is at a historic high. 52% of Filipinos in this survey<\/a> use mobile or smartphones to shop. Your product page must be responsive and work well across devices, highlighting important elements like bigger order buttons when the design shifts to mobile.<\/p>\n\n\n\n

Make navigation clear<\/h3>\n\n\n\n

Think about the customer experience when planning the page\u2019s navigation. Organize categories, lessen scrolls, add buttons to go back to certain pages (ex. back to top), and strategically place elements like videos or customer reviews.<\/p>\n\n\n\n

Choose a clean design<\/h3>\n\n\n\n

Make it easy for customers to find the details they need when they visit your page, including:<\/p>\n\n\n\n