Creating a Product Page that Converts: A Comprehensive Guide

Product page optimization drives traffic, engagement, and sales. When you understand and implement product page best practices, you can increase conversions quickly – in some cases, overnight. 

Read on to learn how through Content Status’s comprehensive guide to creating a product page that converts. 

1. Establishing Content Fundamentals

A properly executed product page will earn both traffic and sales. But the first step in converting customers is guiding them to your PDPs. You can’t engage or sell if your product pages have low visibility, and your target audience can’t discover them through search. Establishing content fundamentals is the first step in creating a product page that sells. 

Customers are online right now looking for the exact products you offer. Your product content must meet basic requirements and standards for them to find you. 

Content Status provides content readiness audits to ensure your product content is ready to publish. Through quality content checks, you can 

• Identify opportunities to modify or upgrade content that meets all requirements 
• Score content at scale before publishing 
• Optimize new product launches by auditing your category, retailer, and competitive landscape   

Product content auditing ensures your content is optimized to earn the most conversions. It delivers insights that guide your content decisions so you can increase product visibility and sales.  

2. Pique Consumer Interest with Enhanced Content

Content fundamentals get your product pages noticed, but enhanced PDP content converts shoppers into customers. Below we explore three vital content types that deliver more sales for your e-commerce pages. 

Product Imagery

Product imagery is the most valuable tool in the online shopping experience. You can showcase your product accurately with engaging images that highlight your product in informative ways. 

In addition to delivering on quality, your product photography should educate. Include hero imagery, scale shots, lifestyle photos, and user-generated content to showcase your product and how the consumer can benefit from purchasing it. 

Rich Product Content

PDPs allow you to highlight your product in myriad ways beyond traditional photography. Rich content (below-the-fold, enhanced, or A+ content) can level up your product pages and give you a competitive advantage.

Rich product content can include 

• Hot spot imagery
• 360-degree spin photography 
• Product video

Optimized E-Commerce Copy 

Images are crucial, but they don’t tell the whole story of your product. Your PDP should also include concise, creative, and conversion-driving e-commerce copy. Marketing copy can provide additional information about your background and products, connect with customers, and propel your product toward a new and growing audience.

Ensure the copy in your PDP clearly describes your product by highlighting its unique specs and features. You can break up long paragraphs of copy by including graphs highlighting product capabilities or swapping long sentences for a bulleted list.

Make use of your product descriptions by proactively addressing customer concerns. Answer the questions you know they’re asking through written content. Creating (and managing) an FAQ section is another opportunity to answer questions and instill confidence in your product and brand. 

3. Showcase Reviews and Testimonials

Content on your product pages educates, engages, and endears shoppers, helping you to earn conversions. And while you should be creating original product content, reviews and testimonials are critical components of every high-converting PDP. 

Customer reviews are the most influential factor in a shopper’s purchase choices. Outpacing price, free shipping, and word-of-mouth recommendations, ratings and reviews drive your sales. 

Your product pages must showcase product reviews and ratings. Shoppers want feedback from verified users, and they’ll scour the internet until they find products with the best reviews before they make a purchase. 

Including customer reviews on your product pages gives shoppers the data they want and trust. Consumers know that customer reviews are honest and transparent. A positive review compels potential shoppers to purchase because they know they can trust the opinions of someone who has invested in the product. 

According to one study, publishing customer reviews can increase your conversion rate by 270 percent. As you strategically structure your product detail pages, include reviews and execute a robust review management strategy. You’ll drive product page conversions and build trust among your shoppers. 

4. Highlight Social Proof and Guarantees

We just explored the invaluable nature of your product reviews. But other forms of social proof give shoppers additional measures of confidence that solidify their decision to buy your products. 

Highlight social proof and product guarantees on your product pages. If your product or brand is given a reputable seal of approval or certification (for example, USDA-certified organic, gluten-free, cruelty-free, made with sustainable practices, etc.), showcase those trust badges. 

Social proof badges empower shoppers to evaluate your product quickly and determine if it meets their bottom-line needs (like a customer searching for vegan products, from food to clothing items.) 

Similarly, guarantee badges highlight brand and product promises, delivering the information and answering common questions at a glance: What’s your return policy? Do you have a customer satisfaction guarantee? 

Highlighting social proof and brand promises through simple visual elements instills confidence in your shoppers, puts important information front and center on your PDPs, and helps legitimize your product and brand. All the above contribute to a positive shopping experience that results in a sale. 

5. Utilize a Clear Call to Action

As you create product pages, there are essential elements that will help your conversion rates, many of which we’ve already covered. But as you create and optimize content for your PDPs, don’t forget the particular component that calls your shoppers to purchase: the call to action. 

Your product page should make discovering and learning about your products easy. Buying should be simple too. Highlight your “add to cart” and “buy now” buttons to bring shoppers to the final phase of purchase. 

While CTAs are crucial to any high-performing product page, you must consider style and placement to see the most clicks. Your CTA should match your aesthetic without blending in. The button should be easy to find without clashing with your page design.

Create High-Converting Product Pages with Content Status

Your product pages allow you to educate and engage customers and, ultimately, close the sale. Understanding the different components of your product detail pages empowers you to structure your pages and data to reach your consumer and lead them to a positive purchase decision. 

Content Status focuses on product page optimization so brands and businesses like yours can see the highest conversion rates possible. Reach out today to learn how our team can help you win the digital shelf with optimized product pages that convert.