The findings in this article are based on the experience I gathered creating Tebex stores over the last 5 years and talking to hundreds of store owners. While there is no one-size-fits-all, there are a couple of best practices I recommend to all Fragmentor customers. Let's go over the most important elements of a good product page!
Product Name
The name of your product should describe the product and its most important functionality. Do not be vague, but also keep it short and to the point. The title should clearly convey what the product is, without appearing spammy.
Your product's name is what you are going to rank for on Google. Names that contain spam are penalized by most search engines nowadays. Choose it wisely if you care about traffic!
SEO Hint — Make sure the product name appears in the Meta Title of your page!
Product Description
The product description is your chance to sell your product to a potential customer. Over the years, I have seen creators take several distinct approaches, but in general I can group them into two categories.
- Product description is nice and tidy, only cummunicates the essence of the product and its value proposition. (Preferred)
- Product description contains all information you need to know about the product and its features.
It is well-known that people do not read, they scan. That's why I typically recommend creators to keep descriptions concise, and elaborate on specific features of the later on. Doing so not only makes your product page look more professional, but also makes the content more digestible.
Product Images
Show, don't tell. Product images are crucial if you want to leave a positive impression on potential customers. Humans are deeply visual, they prefer photos/videos over text (hence why book stores have been replaced by Netflix subscriptions).
Furthermore, your future customers not only want to know what they are buying, they also want to see it. One image is not going to satisfy most minds, have a couple. Videos and photos are the first impression, make them count!
SEO Hint — Make sure all of your images have descriptive alt text! This is a (detailed) description you can add to images that will help Google understand them and index them.
Product Price
Choosing the right price for your product is about the hardest thing you can do as a creator. Your product is worth only what the customer is willing to pay for it. You may have to adjust your pricing along the way, and that's okay.
Creators that just start out often make the mistake of thinking that customers purchase on price and price alone. That is false. Customers buy based on value! If they believe you can provide them good value for the money, they will take the bait. That's why it is so important to spend time creating great product pages. Their goal is to convey the value of your product to the customer.
Call-To-Actions
A call-to-action is a prompt or element on a website requiring the user's immediate attention. It guides visitors towards a desired action, such as making a purchase or signing up for a newsletter. For product pages in particular, the goal is to collect purchases, so your call-to-action (i.e. the most important element on the page) is the purchase button. Make it stand out! You cannot afford to have people spend time figuring out how to purchase something.
Product Reviews
You may think people are waiting for your new and revolutionary product, but that simply is not the case. Only a small fraction of people (about 10%) are early-adoptors (i.e. people who buy new market entries). The large majority is only ready to buy your product if they know others have too. Begin collecting reviews and testimonials as soon as you can, so others can be assured the product is approved by peers.
Do everything you can to put testimonials on full display! Social proof on your product page can drastically improve your conversion rate.
Product Features
If you have come this far in the article, I applaud you, it says a lot about your dedication. However, you're unlike most people. Your store's visitors will not read your product description in detail, they will scan it. For that reason, I strongly advicate to outline your product's core features and selling points in a visually appealing way.
There are several ways to do so. You can insert images of important features and highlight certain aspects of your product. You can also use cards containing icons and short text explaining certain features.
- Big features — Show an image demonstrating the feature alongside a title and description. Big features deserve major attention.
- Small features — Show an icon representative of the feature alongside a very short title and concise description. Not all features are equally important. Do not waste space on things that are not as important.
The key is, some visitors may be looking for very specific features. You do not want them to read through a wall of text to find them. The person who can first answer a customer's request, is the one making the sale.
Frequently Asked Questions
Last but definitely not least, you want to take away as many doubts the potential customer may have as possible. Visitors only convert into customers when your product solves their need, so you want to make sure you address any questions or concerns they might have.
Dive into your customer support tickets and distill the most frequent questions form it, and put those on your product page. This not only eleviates you from dealing with a flood of support tickets or pre-sale questions, but also improves your SEO ranking.
AI bots and crawlers are swarming the web searching for the best and most trustworthy information. AI systems love question/response formats because it's easy understand and practice on. Fragments in the editor are carefully design so crawlers have no trouble finding their way.
SEO Hint — Your question/response pairs may appear in Google search results if done well!
Bonus
I have gone over the most important elements your product page must have, but your product page also allows you to upsell other products. If your product is part of a bundle, make sure people can find the bundle easily! Showing related products may also allow the customer to find more easily what they are looking for. These techniques can be used to increase the average order value.
Overall, it is important to keep product pages consistent! Each product page should feel similar, so visitors do not get confused when switching pages. The last thing you want is for a customer to become frustrated or think he's switched stores.
10 Second Rule — Ask a family member to spend 10 seconds looking at your product page and ask to recall what the page was about. If they can't recall the important details of your product, then you have got work to do! Site visitors don't stay around for long. Catch them while you can!
