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The 6 Fundamental Virtues of Every Successful eCommerce Product Page - Part 1

 by zack on 07 Feb 2013 |
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Regardless of who you are, or what kind of digital business you're operating, there are some key elements that all store owners need to have integrated into their product pages. Today we’ll be discussing the top six priorities you need to set when building a high converting product page. So let’s jump right in with the first item on our list.

Quality 

Ensure your site’s search index-ability by steering clear of duplicate or low quality content. If anything on your site is copied and pasted, search engines will take note, and refuse to rank your pages for any of the copied content. You should also do your best to avoid obvious spelling, punctuation, and grammatical structure errors. These tip the search bots off to the low quality of a site, and will also negatively affect search ranking.


Reasonable pricing is another big factor in the success of online retailers. It doesn’t matter if you have the prettiest website ever created, if your product’s prices don’t reflect the actual value of the product then you’ll be very short on customers in a real hurry.

Finally, it’s important to note that having your web pages look good on a mobile device is becoming just as, if not, more important to your bottom line than it is to have them look good on regular web browsers. Most small online retailers don’t have their site’s fully mobile optimized, and that’s where they’re losing business. More and more, online shoppers are making their purchases on the go, and with one click. You need to make sure the looks of your site can be translated to a mobile device in a clean and appealing manner. 
 

Structure

Part of having an attractive product page is making sure that it has structure and form, the true hallmarks of beauty. This means making sure you're pictures are at their optimal size ratio and that they fit in well with the text on your product page.
So in addition to packing your site with fresh, high-quality, and original content you should also be putting the same high standards into your images. The images on your product pages need to be crisp, clean, and clear. No grainy images, no obvious pixels, and as we just mentioned they should fit the page size wise. Having a large picture that runs over text and into clearly delineated margins is a rookie mistake that will leave a bad taste in the mouths of your online shoppers.

Having a solid and visually appealing structure to your website’s product pages doesn’t just mean putting up slick and savvy imagery. You also have to make sure that everything fits into an overall theme. You can accomplish this in a couple of ways. One is to put everything into a universal color scheme. This can be good branding as well as visual appeal. People will start to associate the color scheme with your products. And if both are pleasing to the eye and wallet, you’ll have made your customers fans of your artistry as well.

Your sales funnel is another element that needs to have the virtue of structure, as a funnel without a strong foundation to hold it up, will spill out all over the place. What this means, is that you should make sure your visitors are easily able to follow the "flow" of your website. For the sake of simplicity, most professionals design their websites so that from the landing page, their customers then make it on their contact page or to a sign up for and then they are directed to the product pages where they are encouraged to move forward into the shopping cart area where they can purchase the items for which they’re shopping.

So keep in mind that every product page needs to lead somewhere, and every new destination proceeds deeper into your site, with more engaging content that will finally result in an incentivized conversion. An incentivized conversion is one that you provide meaningful and valuable content in order to earn. That means that you provide additional value to your customer’s purchase in order to get the sale. An example of this would be special offers on other products, or a free eBook with purchase. 
 

Authenticity

This is a tough one. Not that it’s particularly difficult to be authentic, but it is difficult to appear authentic. People are more cynical than ever, and if anything on your site seems out of place or inconsistent with what they are used to seeing in an ecommerce store, you’ll be hard-pressed to get the sale. So how does one appear authentic? It’s all about your content looking and sounding professional and more importantly, unique.

You don’t want to be a carbon copy of your competition. So try to find your USP or Unique Selling Proposition, and concentrate on highlighting that so as to distinguish you from the crowd. This kind of work can take a silver tongue, or a golden pen, as the case may be. So you might be well served in contracting your work out to a content writer, or keeping one on staff in-house. Either way, it’s best to have someone with a background in persuasive and professional online writing to describe your services. They have a gift of phrase and the wherewithal to know exactly how to make your products sound distinctively authentic.
 
 

That's all for this post. Check back later for part 2.

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