If you are in the business of selling products online, then skillfully crafted product detail pages (a.k.a. product pages) are critical to the success of your business. Without great product detail pages, you’ll have a challenge getting your products into the hands of the people who want them.
In this product detail page primer you will:
- Learn what product detail pages are and why they are so useful,
- Find out what goes into a great product detail page,
- Get access to a product page template,
- Discover what you need to do to improve your product pages.
Let's get started:
What is a Product Detail Page?
An intentionally crafted product detail page provides your audience with all the information they want to know about a particular product, with a focus on the benefits the product provides. It also gently nudges people in the direction of a purchase.
Template for a Great Product Detail Page
While you have flexibility in terms of how you actually design this type of page, here are the necessary elements of a product page that converts visitors into customers:
- Uses your product name as the headline
- Shows your audience what you have to offer
- Provides product details in full
- Shows how to purchase or take the next step
- Eliminates doubt with social proof and objection mitigation
When you intentionally combine all those elements, you get a product page that looks like this:
Keep reading to learn more about what goes into each element of the product page template above.
The Product Page Template Explained
1. Use Your Product Name as the Headline (h1)
The first thing you need to do on your individual product pages is tell people what it is that you are offering. The best way to do this is by telling people the name of your product in the headline. This will let people know exactly what your page is about and what they can shop for on it.
If for some reason your product name is a strange combination of numbers and letters, opt for a more descriptive headline.
This section should include:
- Your product name as the headline (h1)
- Focus keyword that people are searching for when looking for this product
2. Show Your Audience What you Have to Offer
People are visual creatures. Give them a clear understanding of exactly what’s on offer using strong visuals. This can include product images, videos, and images of the product in use. Try to find the best balance between file size and image quality, without sacrificing either. And don’t forget descriptive alt text for accessibility purposes.
Visuals you might include:
- Optimized hi-res hero image of your product
- Optimized hi-res product images from multiple angles/perspectives in a gallery
- Product video
- Focus and secondary keywords in your image alt text
3. Give Them the Product Details in Full
When it comes to product details, the more the better. As long as you organize all that information in a digestible, useful, and easy to interact with way. Whatever you do, don’t skimp on the product info, details, and specs.
This content may include:
- Unique and detailed product description
- Key features and specifications
- Customization options
- Clear pricing
- Focus and secondary keywords
4. Show Them Exactly How to Purchase or Take the Next Step
Eliminate any confusion about what people need to do to purchase the product with a singular call to action. Make sure this button jumps off the page and includes text like “Buy Now” or “Purchase.”
This section should include:
- Button with a clear call to action
5. Eliminate Doubt With Social Proof & Objection Mitigation
Buyer’s remorse is a real thing and people want to make sure they won’t have to experience it. Social proof like reviews from past customers can do the trick, as long as they are good. Guarantees and warranties will also help mitigate objections like “What if I don’t like it?” Both social proof and objection mitigators can nudge those people on the fence in the direction of purchase if the product is indeed a good fit for them.
Social proof and objection mitigators to include:
- Reviews, ratings, other social proof
- Guarantees, warranties, return policies
- FAQ about the product
- Contact or messaging options
Other Elements to Consider:
- Recommended products related to this product
- Q&A section with real customer questions and your answers
- Additional product image gallery
- User-generated content like social media images
Additional Tips for Great Product Detail Pages
Remember that your product page is all about selling the benefits of your product to your customers. A page that is poorly designed, hard to interact with, or lacking useful information is going to make that challenging.
Make sure your page is well designed, readable, and chalked full of useful product information. If you have questions about what that kind of page looks like, do a bit of competitive research to see what the leaders in your industry are doing on their product pages.
And, don't forget to make sure your product pages are optimized around the keywords and phrases that your audience is using in search engines.
If you have existing product pages, use the product page template above to audit them. What's missing from your pages that you might be able to include? What might make your pages more useful to your audience?
If you are just getting started building out product pages, use the template above as a guide to help ensure your product pages are a hit with visitors.
Either way, your goal should be to make your product pages as valuable to your audience as possible. If you need help doing that, learn how Pathfinder SEO can assist.