Crafting the perfect product page is a big part of ecommerce success. It's where curiosity turns into interest and where interest turns into sales. But slapping a few photos and a price tag onto a webpage won't cut it anymore. In 2024, the bar's been raised, and your customers expect much more than they did just a few years ago.
What's more, the sheer number of elements that go into creating a top-notch product page can make this challenge feel overwhelming. It can be a lot to manage, but the payoff is absolutely worth it.
That's why we're here to break down what makes a product page truly shine. We'll cover everything you need to know to keep your product pages ahead of the curve.
So, let's get to it and get your ecommerce store ready for the year ahead.
Remember when a single product image was enough? It's a thing of the past. Now, it's all about giving your customers a virtual hands-on experience.
That's where gallery categories come in. They let you showcase every angle, feature, and variant without overwhelming your customers.
Here's how you can incorporate them :
Here's how Chisos, a brand in the cowboy boots space, does it.
They've really stepped up their game with their Ostrich Belt product page. Instead of the old-school approach of one image per color option, they've created separate galleries for each color variant.
When you're checking out their belt in, say, brown, you're getting a whole gallery that shows off that specific color from every angle.
Source: chisos.com
This allows you to come as close as picking up the belt and turning it over in your hands for a realistic look.
This approach is optimal for showing the product in its best light – it helps customers make decisions faster and more confidently. And in e-commerce, confidence is the name of the game.
Gone are the days when a simple 5-star rating system cut it. Today, customers appreciate being able to get into the nitty-gritty with granular product ratings.
This is a tactic that gives your customers a clearer picture of what they're buying and it's a game-changer for boosting trust and sales.
Granular ratings break down the product experience into specific aspects. This also shows you're not afraid of honest feedback.
Here's how to make granular product ratings work for you:
Let's look at how Main Clinic Supply, a go-to source for medical oxygen equipment, is nailing this. On their Inogen One G4 Portable Oxygen Concentrator product page, they've taken ratings to the next level.
Instead of just asking for an overall rating, they let reviewers rate different aspects of their purchase. We're talking price, delivery, customer service, company rating, and more – all the stuff that really matters when you're choosing a life-changing product.
Source: mainclinicsupply.com
This approach gives potential buyers a detailed look at what matters most and shows that Main Clinic Supply cares about every aspect of the user experience. For products that are literally life-supporting, this level of detail is essential.
Subscriptions used to be just for magazines. Well, in 2024, subscription options are an increasingly bigger part of ecommerce. They're not only great for convenience but for creating a loyal customer base and steady revenue as well.
Offering subscription purchases gives customers the products they love without the hassle of reordering while you get predictable income.
Here's how to make subscriptions a part of your sales strategy:
Transparent Labs, a brand in the natural sports nutrition world, really pumped up their game on their Hydration Powder product page.
While they're offering the product as a one-off purchase, they're giving customers the option to subscribe and save. But they're not stopping there. Subscribers get a sweet deal – a discounted price, exclusive promos, and the flexibility to adjust shipping as needed.
Source: transparentlabs.com
When you apply this approach, you're basically telling your customers that you want to make it easy for them.
By offering these perks, you're building relationships while selling your products. In return, your customers turn from one-time buyers into loyal fans who come back again and again.
Sometimes, your customers can be your best marketers. Encouraging them to share photos and videos of your products is a powerhouse strategy for building trust and boosting sales.
In fact, 92% of them put more faith in what other customers say and show than in any slick ad campaign. That's because your customers trust each other way more than they trust you. This may sound harsh, but it can benefit you greatly if you use it correctly.
Here's how to tap into this goldmine of social proof:
Infraredi, a brand in the red light therapy market, went beyond and above with their approach to customer content.
On their red light therapy wrap product page, they show how great their product is through the eyes (and cameras) of real customers. When you scroll through reviews, you'll see photos and videos from people who've wrapped themselves in that cozy, light-emitting goodness.
Source: infraredi.com.au
This approach allows customers to see the product in action, in real homes, on real bodies. It turns a simple product page into a community of happy customers, all sharing their experiences.
Showcasing related products isn't just about boosting sales (though it does that too). It's about creating a seamless shopping experience that keeps your customers coming back for more.
Think about it. You're making an effort toward solving a problem or fulfilling a need. By suggesting related items, you're helping your customers complete that solution.
Here's how to nail your recommendations:
Beauty Pie, a luxury makeup and skincare brand, really polished their approach to product recommendations.
On their Super Healthy Skin Cream product page, they've got a whole section dedicated to products that customers often buy together. It's like they're curating a personalized skincare routine just for you.
Source: beautypie.com
Think about it. You're eyeing that body cream, and suddenly, you're presented with a matching cleanser or serum that'll take your glow to the next level. It doesn't come off as pushy but as helpful.
By replicating this strategy, you'll not only drive additional sales but also enrich your audience's shopping experience by guiding them to products they'll love.
Buy Now, Pay Later (BNPL) options are changing the game in ecommerce. By 2026, about a quarter of all global ecommerce transactions are expected to be installment payments. It's a whole new way to shop, especially for younger audiences who might be wary of traditional credit.
BNPL makes things more affordable without the sting of credit card interest. For you, the retailer, it means bigger baskets and fewer abandoned carts.
Here's how to nail your BNPL offers:
Alfred, a coffee brand, ground out a great BNPL strategy. Take a look at their Drip Coffee product page.
Right below that tempting ''Add to Cart'' button, you'll spot their installment payment option. It's front and center, inviting customers to purchase in four interest-free installments.
Source: alfred.la
Implementing this method will allow you to make your products more accessible. If you're aware that many are eyeing your fancy products but wince at the price tags, with BNPL, you can tell them: ''Go ahead, treat yourself. You can pay over time.''
So, providing BNPL options increases accessibility to your products while enhancing the customer experience, leading to higher conversions and greater brand loyalty.
With 86% of Americans believing that transparency from businesses is more important than ever, using conversion boosters effectively can help reassure customers about the quality and credibility of your offers.
Whether it's highlighting free shipping, money-back guarantees, or product benefits, these elements make it easier for customers to commit to a purchase. They serve as quick answers to the unspoken questions customers might have, reducing hesitation and increasing the likelihood of a sale.
Here's how to capitalize on conversion boosters:
Olipop, a healthy probiotic soda brand, demonstrates how it's done.
Their Ginger Ale Probiotic Soda product page is a billboard of benefits. They've got these eye-catching badges that quickly inform customers that the product is high in fiber, low in sugar, vegan, paleo, and gluten-free.
These badges immediately convey the product's health benefits, reassuring customers that they're making a smart, health-conscious choice.
Source: drinkolipop.com
This transparent communication aligns with consumer demand for honesty and clarity, making the product even more appealing.
Incorporating conversion boosters into your product pages can significantly increase trust, reduce friction, and ultimately drive more conversions by clearly communicating the value of your products.
Every scroll, every click, and every second a customer spends on your product page is a conversation. But, are you speaking their language or are you still stuck in ecommerce's past?
The tools we've explored above mean the difference between a store and an experience, between a browser and a loyal customer. They can help you transform your product pages, your customers' experiences, and, ultimately, your business.
So, start optimizing your product pages today and claim your piece of the pie.
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