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Product page anatomy: key elements for killer conversions

Welcome to product page biology 101. Today we’re going to cut open a product page and pull out its insides for inspection.

Now, as to design and functionality, I’m not qualified to say—a UX or web designer could probably talk to you about the psychology of the perfect page all day long. What I’m here to do is examine each ‘typical’ feature, one by one, and give best-practice tips for nailing them. This way, when you come to writing it, you’ll be able to pick and choose all the relevant elements.

Without further ado, let’s begin this biology lesson. Gloves on, goggles down…

 

Page title

The first page element that your site visitor sees (apart from the main product image) is the header/page title. It goes without saying that your page title should have a product-related keyword in it. It also goes without saying that it should include the name of your product. Can you strike a good balance? I hope so.

The number one mistake I see with page titles is the tendency to throw branding out the window in favour of Google rankings. If you’ve chosen to name your product something, ya’ll better stick to that name. Keep it short, sharp and super optimised.

 

Product description

Here’s the thing with webpage copy: everyone loves the idea of a super clean, Apple-esque site. They love it on paper. When it comes to the crunch, fear overcomes all. Companies panic that customers won’t understand them, the product or the buying process, so they add content until the page is a keyword-loaded, bloated, disgusting mess.

My best tips here are that you keep all the most essential copy above ‘the fold’ of the page and that you stay sensible about the amount you’re using. For example:

Is the product self-explanatory, like a mug or a bath towel? If so, you don’t need a shit ton of copy to explain what it does and why it’s great. We kinda know. All we’ll be looking for is a little information about the materials, size etc.

Is the product unlike anything else on the market? Okay, now we can get a bit sexy with the copy by adding features and benefits. Try to lead with benefits before features, like this:

Lifting a can of beer to your lips each time you need a drink can be tiresome. Our beer helmet comes with space for two cans and features two extra-long straws, so you can sip away, totally hands-free.

Check your brand guidelines and customer profiles before you start writing, and use them to make sure you’re appealing to the right demographic and speaking in a way that’s consistent with the rest of the site.

Top tip! If you find you’re getting a lot of customer queries about a certain aspect of the product, it means your copy isn’t doing its job properly, so make sure you keep watch and amend wherever necessary.
 

CTA button

The copy on your CTA button is arguably one of the most important elements on your product page.

To inspire quick clicks, try bringing a trigger word into play: ‘now’, ‘get’, ‘today’ and ‘free’ all work quite nicely. You can also try writing your CTA in first-person: ‘Sign me up’, ‘Get my free guide’, ‘I want to increase my leads’. You get the picture.

I’d also strongly encourage testing your CTA button regularly. You can do this with software like Crazy Egg or Optimizely—you want to always been cranking out those A/B tests to make sure your buttons are working hard.

At the risk of stepping on the toes of designers everywhere, it’s also a wicked idea to make your CTA button as visible and sticky as possible. If a customer has to hunt around for a way to convert, they’ll bounce. No word of a lie.

 

Customer reviews

Slipping customer reviews onto product pages is fast becoming a key tactic for conversions. Wanna know why? Social proof, my friends. The next generation of consumer (don’t ask me to say the word ‘Millennial’) relies heavily on the approval of their peers or the equivalent YouTuber/Instagrammer/influencer.

Try pulling some reviews or a star rating onto the page so other consumers can get an accurate impression of the product. You can encourage customers to leave reviews for purchases by incentivising them with reward points, freebies and discount codes.

 

Well, this has been fun and we sure as hell have made a mess. If you have any tips to add or questions to ask, slap them below and let’s chat!

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