A product page can be the reason for a successful Ecommerce website. No matter what product is being sold, a product page will contribute to the site’s greatness. For example one online store sells plain white t’s and a variety of simple clothing, when another has specific Sugino Fixed Gear Crank sets for your fixie. These products are gold, and depending on the product page, it can convert into green. A product page can mean the difference between a consumer’s response of: “Maybe later when it’s on sale,” or “Wow, I need this”. I will not be explaining to you how to get to this point, but rather sharing with you what not to do to your product page.
Too Technical
Simplicity is a beautiful thing understood by everyone; acronyms and complicated terms are
not. Keep them out of your product description. Remember that everyone was a noob at least once. If
you are out snowboarding and you bring a friend and it is their first time out, you do not ask them if
they want to go down the double black diamond, because they will have no idea what that means or
plainly how to ride. Let him or her get a feel of what they are doing first by taking them down a bunny
slope and explaining the simple things to them. A consumer can be an expert on the product but there
are still other visitors that will easily lose interest in the product with confusing terms associated to the
product. Share something that both can relate to.
Emotional sells
As humans we have hearts that want to feel emotions. After reading the specs on a bike and
before purchasing a shopper will look at the reviews of the fixie. The reviews do mean something but a
story with a personal touch describing how the person rode the beautiful, fast bike every weekend to
the beach would get the consumer much more excited about buying. To get this happen, ask the
reviewer not just to review it but to instead ask them to share a cheerful experience involving the bike.
Getting the consumer to laugh or smile over a story told by a reviewer is a huge plus to your product
Get the product to look pretty
A product connected to a beautiful site, but with a boring picture of a product is a waste of a
designer’s time. The product wants to be expressed and seen used practical or in extreme situations.
When shopping in a grocery store what makes you buy the Chicken of the Sea tuna even when you have
not tried the generic store version of it? It is not always how it tastes but how the product is labeled, the
store brand is normally boring but the Chicken of the sea label and packaging attracts with colors, bold
text or even plainly saying “lower in fat” or “higher in protein” verse their competitor. Get pictures of
your product in use, say you are selling a surfboard, (if you can) go out and snap some pictures of a
surfer riding your board instead of a picture of the surfboard with a plain white background.
All in all a product page is important but still remember that the product is the main selling point. But
spending a little time on the product page to make some changes will make a customer enjoy their
shopping experience. These little changes will end up making a huge difference.
