Insight

How To Win Hearts With Your Product Pages

There’s an art to selling your products and ideas. Successful online retailers don’t just stumble upon a fantastic sales portal. They hone it, make it a clever design proposition; each web page puts the experience of ownership front and centre.

So, while there may be no catch-all solution to product page development, we’re detailing the whys and wherefores of a great eCommerce gallery.

Describe applications, as well as the product

It goes without saying that you should clearly detail the functions, measurements and appearance of any item listed on your store. However, there’s only so much to achieve with a string of good adjectives and a breakdown of specifications. You have to link descriptions to the context of their functional, everyday use.

Fashion retailers, for instance, can suggest how you might accessorise an outfit, displaying a few items to the side of the main image. A health food brand, on the other hand, could show its smoothie/bar/sports snack in a relevant environment, such as the gym or a stretch of grass in the park.

Encourage a quick, customised buying process

One thing that consumers don’t want is any needless complication regarding their order. In fact, they love to be led by the nose, so to speak, and it all starts with a clear Call To Action.

This may take the form of a large, vivid ‘Add To My Cart’ button, right below your descriptive text box. If there are variables in the purchase, such as a choice of colours or sizes, they should be expressed in a customisation menu, which changes the main image so people know what they’re getting.

Furthermore, you can let a user build a package from different elements, as we did on our project with lights4fun. This bespoke lighting brand sells outdoor bulbs that can be incorporated into different cables. We developed a website that allows users to choose their bulbs and dimensions, and see how the final purchase looks before checking out.

Use quality imagery that suits your aesthetic

Top to bottom, a brand must scrub up and present itself like a smart, clean-cut professional. Every photograph must be in HD – no blurring, no lacklustre pixilation or stretch effects. They should be well-lit, and never at odds with their visual backdrop.

If you’re set on retaining a quirky, casual appeal, then move away from straight-laced page design. Our work with Sophie Likes, a boutique clothing and accessory brand, evidences what can be done with a little ingenuity. Alongside high-res images, every product expands slightly when the cursor hovers over it, framed in a pink rectangle. We also carried the ‘party decoration’ theme onto the top of the pages, reinforcing the idea of a good, honest friend lending suggestions for the home.

Product pages simply must hit the mark if you’re going to convert traffic into custom. It’s vital to have the eye, skills and know-how to build a premium shopping experience, especially when displaying your wares. Give us a call to discuss how your e-commerce site might compete with the best on the market…