How to Create Content That Connects: Your Product Pages

Continuing on with our series on how to create site content that connects with your dream customer, there are two main things that go on every product page – images and the product description. So let’s talk about how to make sure both of those areas are doing their best to get your customer’s interest, as well as some other features you might consider for your product pages to make your customer’s visit the best it can be!

Photos

It should go without saying that the most important thing on your product pages are the product photos, but I’m going to say it anyway. I’ve seen far too many webshops with too small, out of focus, horribly lit product photos over my many years. Photos are #1! Key! Muy importante!

Your product photos speak so much louder than words, and they speak first! A potential customer is only going to be interested in reading the description if they’re first interested visually in what the item looks like. If you have nothing else on your product page, some clear, beautifully lit photos and an add to cart button will serve you far better than the most beautifully written and compelling description next to a crummy photo.

When you’re selling a tangible item of any sort, your photos are what help your potential customer begin to understand what it might look like, feel like, be like in their own home, or on their body, etc. They can help give a sense of scale, texture, dimension, detail, color, light – all the juicy things that make us go “ooh” when we get to hold and touch and check out an item in person.

Your photos come closest to conveying what your item is like in real life, and that’s the best thing you can do as an online seller: give your customers as close to a real life experience as you can.

So for photos that really reach out and speak to your customers, you’ll want to have: (as these apply to your particular product)

  • clear, fully in focus shots – not that they can’t be artistic or with an out of focus background/dreamy look, if that’s what you’re after, but the product details need to be readable
  • multiple photos, with different views/angles so people can see every single side
  • BIG photos that people can zoom in on or see a close up of to get a good sense of the details
  • photos that deliver a sense of scale, ie: being shown on a model, or next to another object in a setting
  • “lifestyle” photos of your product in a real life setting or being used so your customer can better imagine it in their own life
  • photos in natural light, or with a light box or professionally lit – not lit by your iPhone flash

There are a lot of free tutorials for taking better photos all over the web, so google it up and practice practice practice. But if you find you just can’t take photos that speak to your brand and represent your products well enough, I believe this is one area where paying a professional, like our photographer here at Aeolidia, is money well worth it.

Bel Kai item page, with multiple photos and a way to customize the product

Bel Kai item page, with multiple photos and a way to customize the product

 

Project Life item page, showing product in use, "bundle and save" area, and "you may also like"

Project Life item page, showing product in use, “bundle and save” area, and “you may also like”

 

AHeirloom item page, with beautiful photography, product in use, aspirational description, "complete your order" upsell, and "you may also like," as well as customization options, all in one tidy package.

AHeirloom item page, with beautiful photography, product in use, aspirational description, “complete your order” upsell, and “you may also like,” as well as customization options, all in one tidy package.

 

Amata Jewelry's crisp, clear photos, social sharing icons, and path to discovering more items.

Amata Jewelry’s crisp, clear photos, social sharing icons, and path to discovering more items.

 

Product Description

The second part of your product page focus is, of course, the description! There are so many different ways to write your product description, from basic to downright poetic, but no matter how you write it, you’re going to want to consider both your product’s features and its benefits.

The product’s features are the factual details – the size, color, length, material, etc. This is essential information to include, of course, but far too often, it’s the only thing that people include in their product descriptions.

That dress you spent hours dreaming up, designing the pattern for, finding the perfect fabric for, cutting, sewing, finding a model to wear it, photographing and uploading to your site gets described in the end as “Wrap dress with a tie front. Cotton jersey. Eggplant. S-L.” That can be fine, it can work. Especially when paired with an awesome item image, it might be all you really need in order to sell it…

To go one step further with your descriptions, though, in order to really draw in and connect with that dream customer, you want to emphasize the product’s benefits over its features.

This is the value it brings to your customer, the story it inspires, the real reason why your dream customer might be attracted to it. Why is it special or different? What can it DO for your customer? How will it make them FEEL? These are the details that can make that add to cart button much more appealing to someone. For example:

“This wrap dress was inspired by wanting something easy and flattering to wear after I had my baby. It’s simple enough for everyday and can be dressed up with your favorite jewelry for date night, in a breathable stretchy cotton jersey that’s so soft you won’t want to take it off. The wrap design and easy fabric make it super flattering for every body type to help you look as beautiful as you are on the inside.”

Remember to emphasize the benefits of what you offer, find those points of emotional connection, and your descriptions will be much more compelling and effective.

Other features to consider for your product pages:

Social sharing

Gotta include an easy way for people to share your products on their favorite social spots, so don’t forget those share buttons! I’d say Pinterest is particularly important here for product and content sellers both, as people buy and spend more on Pinterest than on Twitter and FB. It’s worth it to spend some time getting your products on there!

Reviews/testimonials

These are an awesome way to reach right out to your customers, by letting other happy customers do the talking for you! Their words speak much louder to potential customers than yours can about what you have to offer, and can be one of the main deciding factors that help people click that add to cart button. Consider including a quote from a happy customer, or pic of them using the item, on the product page itself.

Cross Promotion

It not only gets people looking around your site more, but it’s engaging for people to see recommendations for other products in your shop that they may like based on what they’re looking at now. It makes the shopping experience feel more personalized towards the customer and can lead them down a bunny trail into your shop and products they might not have otherwise discovered. Consider a similar items/you may also like/customers also bought sort of feature for your product page to help guide your customer based on their interests.

Wish list/favorites

People love window shopping and envisioning what they want to buy, and they love a way to stay organized and come back to the things they know they like, once they’re ready to buy. Make it easier for customers to do all these things with a wish list or favorites feature on your product page, especially if you carry a large quantity of products.

Other product specific things to consider….

– Selling clothing or accessories? It’d be helpful to include a link to your sizing chart!

– Does your item require special care the customer needs to know about upfront?

– Are you making limited or one-of-a-kind items? Knowing that there’s only one or few can be a great impetus for someone to buy it now!

– Are there customizable options? Make choosing and executing an order as EASY AS POSSIBLE for the customer

If you make it incredibly easy for your customer to learn everything they need to know before they buy, then BUY is exactly what they’ll do!

And happy buyers are the best form of marketing of all because they tell their friends, they share on social media, and they buy AGAIN. Yes! That’s what we want.

Did you miss the other articles in this series on how to make your homepage appeal to customers, and writing your about page? If so, check those out too, and go forth and make sure your site’s content is speaking to your dream customer, loud and clear!

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