Putting the Product Page on a Pedestal


Why is the product page of your company’s online website or mobile application so important?

Because it is the last visual representation of the product and brand that the shopper will see prior to making their purchase.

Think about how much is involved in the creation of each product prior to it being made available on one of these channels; from the initial idea of a product – to the time it takes to develop the product and determine how many variations of the product there might be – to the strategy sessions involved in identifying a target market and the marketing strategy that will be used to expose the product to that audience – all the way to finally making the product readily available to consumers. Then, consider the time, money, and resources that a company must utilize along the way. That’s a lot of work right? It would be a shame to lose potential sales because of a poor product page.

Consider the following scenario:

Now that all of the hard work has been done, the consumer is ready to shop. He liked what he heard from your advertisements and promotions and already asked friends for their opinions of the product. He checked out the product either in your store or a similar product in a competitor’s store and finally arrived to your website,  ready to buy. He goes straight to the search function, clicks on the product and reaches the moment of truth – the product page.

At this point, it should be a given that a sale will be made – but sadly – this is not always the case. In many of these situations, customers either navigate away to competitor sites or begin the check out process only to end up abandoning their shopping carts altogether.

In a recent article from internetretailer.com, Louis Moreau, CEO of apparel retailer AgainstNudity.com, stated that “Product pages are crucial to generating sales because they are often where shoppers decide whether to make a purchase or move on to a different site.” Moreau went on to say that “the decision to proceed to check out and convert a visit into a sale is usually made at this point,” He concluded, “thus, the product page must make the customer fall in love with the product, which is not a small challenge.”

I would tend to agree. While I am not an expert, I believe that the first step to creating a great product page starts with the overall design and user interface of the website or mobile app. If it takes too long for me to find something, or the aesthetics aren’t visually appealing, then why would I even bother to find the product in the first place? If something as important as a company’s sales channel looks cheap or is not easy to use then why would I think that the product itself would be held to any different quality standards? I wouldn’t.  I would navigate to another site that looks good, oozes quality and is easy to use.

If I do make it to the product page, there are a number of factors that could influence my decision to purchase; accurate and up-to-date product information, customer reviews, quantities available, media assets (pictures, videos, rotating views), and different color options (just to name a few). Click on the image below for a visual example:



This image is not from a real website. It is simply intended to give a visual representation of the thoughts I have shared in this post. Consider these Seven Tips for Creating Killer Product Pages. This article offers great suggestions to enhance the overall look and feel over your product page, as well as tips for generating quality product descriptions.

There are many features of the online shopping experience that can be enhanced to increase the conversion of “ready to buy” shoppers into paying customers. Sure; there will always be people who are “just looking” or simply don’t have the money to spend on an item at that particular time. But if you perfect their online or mobile shopping experience, why wouldn’t they buy from you when the time is right?