Hi there, it’s Matthew Larsen from Ultra Growth Marketing, and the topic of this blog post is how to create high-converting product pages.
How to Create High-Converting Product Pages
This blog post is about the importance of creating high-converting product pages. In a service-based business, there are salespeople that contact the lead, answer questions, overcome objections, and ultimately, make the sale. However, in eCommerce, we don’t have that. Our Product Pages take the place of the salesperson, and as such, they are very important.
Highly effective salespeople will make exponentially more sales than average and mediocre sales people, and it is the exact same with Product Pages. Highly effective Product Pages are one of the most important aspects of an eCommerce Store because they are what “sells” the product. Unfortunately, product pages are often overlooked.
The Parts of a Product Page
There are two main parts and contributing factors to the success of a Product Page. They are the product photos, and the product description. Both are equally important, but this email will focus on product descriptions. I cannot give you much advice on how to take high quality product photos. That is a skill in and of itself.
However, taking high quality product photos is not unlike taking high quality photos of yourself, someone you know, nature, or anything else for that matter. All the same rules apply. You want a good camera. You want good angles. You want good lighting, and so on.
However, crafting product descriptions is something that I really can help you do. That is what we will go over in the rest of the email. This is very, very, VERY important, so take it seriously and try out what I am about to tell you.
The Rules of Product Descriptions
There are several things that you should keep in mind when creating your product descriptions. Here is a list of the top three:
1. Focus on the benefits of buying your product and how it will improve their life.
2. Focus on the benefits of buying your product and how it will improve their life.
3. Focus on the benefits of buying your product and how it will improve their life.
Yes. That’s right. There is only one thing you should be focusing on, and that is how your product will improve their life. How will your product make their life better? Once you step into your customers’ shoes and answer that question, your conversion rate will skyrocket and you will make more sales than ever before.
The Format of Great Product Descriptions
I am going to go over every part of creating a high quality product description, from the top of the page, all the way to the bottom. You are welcome to use this format in your own Store if you’d like, as it is proven and battle-tested with over 300 clients and over a billion dollars in sales.
Let’s get started. We are going from top to bottom.
2. Product Star Rating: You should have some sort of product review app on your store where customers can write reviews. It is important to have the star rating for these products right under the title so it is one of the first things that people see when they go to the product page. People want to see reviews. They have a big impact on whether or not someone purchases.
People want to see that other people have bought the product, and they want to read about their experiences. If a product has bad reviews (or no reviews), people are far less likely to buy in comparison to if it has good reviews. It is important to have a star rating right under the title as a form of “social proof” that can influence people to convert and purchase your product.
3. Price/Quantity Selector/Add to Cart Buttons
(Now we are getting into the actual product description)
4. The “Hook”: The first line of your product description should always be a “hook.” Simply put, a hook is what “catches” the attention of the person viewing the page. We use a hook in our product description for the same reason that a fisherman uses a hook on the end of their fishing line. We want to hook them, and “reel them in.”
The purpose of a hook is to immediately grab someone’s attention and get them engaged enough to read the rest of the product description. The more of the product description that they read, the more likely they are to buy. The hook should be some form of key benefit or idea.
What you use as a hook will be highly dependent on what type of store you have and what it is that you sell, but if you are stuck, one of the best ways to create a good hook is to ask a question.
For example, if you are selling fitness apparel, your hook could go something like, “Are you ready to get into the best shape of your life, and look great while doing it?”
This is a good hook because it presents a “big idea” and identifies with what they are trying to do, which is to get in shape. Everyone wants to look great, as well, don’t they? Of course they do. Therefore, using this hook, the reader begins to associate your apparel with the concept of both getting in shape, and looking great. That is what they want to do, and that is why this hook will resonate with them.
5. Bullet Points Talking About the Main Benefits of Purchasing Your Product(s): Bullet points are very powerful. Nobody wants to read a giant wall of text. People would much rather read bullet points as they are much easier and quicker to take in and understand. The mistake that a lot of eCommerce Stores make is that they focus these bullet points on the features and the details of the products, when they should be focusing on the benefits.
For example, let’s say you are selling a Black T-Shirt. The typical bullet points on a store selling a black T-Shirt will be something like:
- 72% cotton/28% polyester
- Machine washable
- True to size
These bullet points are not compelling or persuasive at all. This is not good salesmanship. We have to realize and remember that when people are buying a product, they aren’t usually buying “the product” at all. They are buying the “end result.” They are buying it because they believe it will benefit their lives in some way.
There is an old saying in marketing in sales that goes something like “when people are buying a drill, they aren’t really buying a drill. They are buying holes.” This is something that we always need to keep in mind while writing our product descriptions. Focus these bullet points on how the product will benefit the customer’s life, and that will make them much more compelling, and likely to convert.
6. One Paragraph Description: Underneath your bullet points, you can put your paragraph explaining what the product is. Keep this to five sentences or less, and break it up into multiple paragraphs if needed. This description is important to give context and background information and should be located underneath the bullet points. People can then choose to only read the bullet points, and if they are interested, they can read this descrpition as well.
7. Your Guarantee: You should ALWAYS have a great money-back guarantee on all of your product pages and throughout your store as a whole. You need to minimize the risk of buying from you. Your customer needs to know that if they buy something from you and they don’t like it, or it doesn’t work, or it just isn’t a good fit for them, they can return it and get their money back.
Some people will abuse this, but the number of people who will convert SOLELY because you have a great guarantee will outweigh the ones who abuse your guarantee by a factor of 10 to 1. It is very important, and every eCommerce Store needs a money-back guarantee displayed on every product page.
8. Product Reviews: At the bottom of your product description, you should include your Product Review App widget. People like to see and read reviews when they are going to buy something. The more reviews you have, the better. This is where they should be displayed. Displaying a large number of good product reviews can massively increase your conversion rate, and help you make far more sales than you are currently making.
If possible, select an app that collects Photo Reviews. This will lead to an even higher degree of trust because while it is possible to “fake” written reviews, it is very difficult to fake a large number of photo reviews. This will give you more credibility and people will feel more comfortably buying from you.
Your Product pages take the place of a salesperson in a service-based business. We need to put a lot of time and effort into our product pages, and make them as good as we possibly can. The most important thing we need to remember is to focus on the benefits of buying our products. Don’t focus on the boring, old details. People aren’t buying the product. They are buying the benefit. How will buying the product improve their life? That is what we need to focus on in our product descriptions.
Once we make the shift from talking about the details to talking about the benefits, and we have the reviews and social proof to back up our claims, our conversion rate can double, triple, or even more, and that is good for us. With a higher conversion rate, we will make more sales, and we will make more profit, and that’s what it’s all about.
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