How to create a product landing page that sells

account_circle Web.com Team
A woman is lying on a couch browsing an online store with shopping bags beside her

 

Key Takeaways

  • Your product titles should be as accurate as possible because each word included is a potential keyword for organic search.

  • Product descriptions are ideal for SEO optimization, which will improve your rank in search results.

  • Return policies and shipping information should be clear and easy to find on your product pages.

  • Find a way to incorporate social reviews on your product landing pages.

  • The call-to-action should be prominent and simple to perform – it can be as simple as a “Buy Now” or “Add to Cart” button.

Ecommerce product landing pages can make or break a sale. They deserve a great deal of your attention. There are numerous elements included on product pages to consider, and many of them provide you the opportunity to ensure customers have a great shopping experience. 

Think about the last time you bought something online. What was it about the product page that encouraged you to make the purchase on that site? Was it the images? Did the page have videos? Did you read positive product reviews that helped you decide? 

Now think about the last time you left a product page without buying anything. What was it that made you leave? Did you have a question but no way to ask it? Was there no return policy showing? What made you abandon the site

In this post, we’re going to look at several different elements of a product landing page that you should focus on to optimize your listings, increase conversions, and create better customer experiences.

 

 

Product landing page elements and how to optimize them 

An optimized product landing page will better serve potential buyers by giving them the information they need to make a purchase. Here are the elements to focus on and tips on how to improve them: 

Product title

Your product titles should be as accurate as possible because each word  included is a potential keyword for organic search. Google favors product landing pages that have descriptive titles because it lets searchers find exactly what they’re looking for. Long product titles also tend to imply more value, standing better chances of attracting shoppers’ attention. 

Product description

Engaging product descriptions start with great content tailored to your target customers – it considers their needs, desires, problems, and the words they choose to describe them. Product descriptions are ideal for SEO optimization, which will improve your rank in search results. Like your title,  be sure to use targeted keywords in your descriptions.

 


Your content must be clear and easy to read. It should also  cover all critical product information highlighting the benefits customers will enjoy and proactively provide answers to questions regarding the product.


Product images and videos 

High-quality images and videos are a must for product pages. Your images should show the product from different angles so viewers can see all the details of the item. While your main image should be of the product only, use lifestyle photos portraying people wearing or using the product to give viewers a glimpse of ownership. 

Videos of products validate your written descriptions. They can demonstrate how well and how easily your product works, as well as highlighting all its features. 

Return policy

A strong return policy gives a customer peace of mind. They want to be assured that if they’re unhappy with a purchase, they can return it. So, the better your return policy and process, the more you’re likely to sell. Retailers that sell high-quality products stand to lose little by offering generous return policies. Display yours prominently, so shoppers don’t have to search all over for it. 

Read more: 5 ways to reduce eCommerce returns

 

A woman entrepreneur is packing shipping boxes

 

Shipping details 

Like return policies, shipping information should be clear and easy to find on your product pages. While the most appealing shipping for online customers is free and fast, that isn’t always financially feasible when balancing your expenses against your pricing. The thing to remember is, no matter what your shipping details are, you must be upfront about them. Provide customers with reasonable shipping and various options. Order tracking is also a great incentive so consider providing that feature. 

Social proof

Online buyers often trust other customers more than sellers and marketers. As a result, you should find a way to incorporate social proof on your product landing pages. Influencer or expert recommendations, user reviews, and customer testimonials will help potential buyers know they’re making a good buying decision. 

Call-to-action

Customers want an easy shopping experience. So, it’s important to make your checkout process as seamless as possible. The call-to-action should be prominent and simple to perform – it can be as simple as a “Buy Now” or “Add to Cart” button. The checkout process needs to be quick and smooth, with minimum  friction. 

Download eBook Now: 6 Steps to Plan for a Website Redesign

 

Final thoughts about product landing pages

Online shoppers want ecommerce stores to speak directly to them. Successful sellers understand their customers’ expectations and create their sites, including product landing pages, according to those expectations. 

The elements and tips above will point you in the right direction as you design your product listing pages. However, it’s important to keep in mind that just because these are best practices, it doesn’t mean that they’ll work perfectly without some trial and error. Every online brand is different, with unique target audiences, products, and specialties. Once your optimizations are specific to your desired audience , sales are bound to follow.