The more you can refine your product pages, the better their performance. Luckily, there are some common attributes that all high converting product pages share, meaning it could well be easier than you might think to create irresistible offerings which send site visitors rushing to checkout.

  1. A carousel of high-quality images

Having images on a product page is a no-brainer, but have you ever stopped to consider if your image selection is showing your product in the best possible light. While most consumers are happy to buy online, the ability to see a product from all angles is still missing. Aim to plug this gap with a strong carousel of images which shows a product from a range of viewpoints. Include images to illustrate product dimensions. If possible 360-degree viewing or 3D rendering to allow the user to see the product in use in their space or about their person is even better.

  • Short product videos

Product videos can also help to skyrocket your conversion rate by bringing your product to life. It’s much easier for a visitor to assess a product they can see moving or being used, which in turn can help them arrive at a decision to buy sooner.

  • Ratings and reviews

Ratings and reviews are vital to modern consumer decision making – having star ratings from other buyers on your product page aids in that process and gives the visitor added confidence in their selection. A strong review profile nurtures trust in your wider brand too and adds credibility to your offering. Don’t neglect it!

  • Short AND long product descriptions

Many successful product pages have used the short + long description = conversion formula. The short description should be clear, concise and convey the most salient product information. This can be just a few sentences long, backed up with bullet points offering more useful details, such as material type or dimensions.

Below this, offer a longer description which provides more detail for those consumers who want to find out more before they add to cart. Don’t forget to add part and model numbers where applicable, as these can be beneficial for your search visibility.

  • Large add to cart buttons

Your add to cart button is clearly a crucial part of your product page – so ensure that it’s large enough to be see and use, especially for those logging in from a mobile device. You don’t need to be constrained by a single button either, try two or even three on your page. One below the short product description, and one below the longer variation.

  • Question and Answers

While not common on all product pages, question and answer sections can also help a consumer to assess the suitability of a product for their needs, ally fears and make comparisons with other products. Amazon product descriptions are a good example of how they can offer useful information that you may not have thought to include on the product description. It’s a good idea to add to this section as you or your customer service or sales team spot recurring queries.

If you’re committing to driving more sales, don’t miss our guide to setting your pricing page up for success.

If you’d like more tips about improving your website’s performance, get in touch with us today.

Author Rebecca

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