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Posted Nov 20, 2017 by Jesse Ness, Ecwid Team

9 Steps to a High Converting Product Page

If you browse a lot of product pages, you’ll see that they have a certain structure. It’s not accidental.

A good product page answers every question a customer might have about the product (that’s a lot of information!). At the same time, this page keeps customers’ attention and leads them to the checkout.

If you have an Ecwid store, then your product pages have tools for providing structured, detailed product information: upload multiple pictures, create comprehensive descriptions (using tables, videos, bullet lists, and tabs), enable product variations and input fields, link your policies.

So how do you design a product page that converts? Here’s a bare minimum that every online store owner should complete.

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Add a descriptive, SEO-friendly product title

If you’re like me, coming up with the perfect title is often the last step in designing a web page. This is usually because the title reveals itself as I develop the content. For a retail business, however, the content is already developed; the products you sell are already well-established.

When brewing up the perfect title and keywords, use a little reverse engineering; ask yourself “If I were searching for this product, what would I type into a search engine?”

Similarly, you can try conducting that search yourself. See what pops, and see what catches your eye. If it works for you, it will work for your customers. Just don’t plagiarize. Custom-tailor your title to your specific product. If you use specific buzzwords in your branding, be sure to include those (but don’t limit yourself to them.)

In Ecwid, you can create custom SEO page titles and descriptions of products. They don’t appear on the page itself, but only in the page’s code. This information is also used to describe a page as it appears in the search results.

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Give your products detailed and accurate descriptions, with options and dimensions

When people are making a purchase with their hard-earned cash, they don’t want a gamble. They want full confidence in what they’re buying. Will this fit me? Is it the right size for my car? Is it adjustable? Is it machine washable?

For all the benefits of online selling, one major drawback is the inability to touch and handle the product you’re buying.  So your product descriptions should be very informative. This is how you can to close this gap for your customer.

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Include multiple high-quality images

This is an easy one to compromise on, but don’t be mistaken: it is easy to compromise on because it is undervalued, not because it is unimportant. A musician will tell you that the quality of the music depends on the quality of the instrument. In the same way, when all a customer sees of your product is a photo on a screen, that photo needs to support the full value of the product.

A quick snapshot on your phone of your product sitting on your kitchen table will severely devalue your product in the eyes of your customer. Instead, find a local photographer (especially one with experience in Product Photography) to take a series of photos of each product, and ideally, each variation of your product, which you sell.

Set some guidelines for the shoot; discuss the viewing angles that best display your product, any product variations that should be included, and possibly common product bundles that you could sell. To find a local photographer, try craiglist.org and Angielist.

Alternatively, if you are a slightly neurotic DIYer like me, you can learn how to create your own light boxes or photography sweeps.

If you sell clothing, have the photographer book a model for the shoot. (This may sound out of your league, but you’d be surprised. There are many resources where model-hopefuls can sign up to be found by photographers. The models get the benefit of more photos in their modeling portfolio, and therefore don’t charge any fee for their time. Everyone wins!)

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Display an inventory level indicator

This is a big one because it ties directly into customer satisfaction and customer loyalty. It can be an irrecoverable buzzkill to find a product you love, get motivated enough to purchase it, go through all the steps in the checkout process, only to find that the product is out of stock. If it were me (as with most customers,) I’d be a bit jaded against that company, and therefore unlikely to try again later on.

However, if I encounter a “Temporarily out of stock” notification before checkout, I don’t have that sense of betrayal, and I may bookmark the page and come back later. But even better than that is the “Hurry! Only 3 remaining!” low-stock notification. It has the side effect of increased my perception of the item’s value and popularity. Ecwid has tools ready to enable these not-to-be-missed features on your website.

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Let customer reviews roll in

The best marketing method has always been Word of Mouth. Personal recommendations are far more trusted and motivating than any ad campaign. So when your customers are strangers on the Internet who will never meet, the only way to enable this kind of marketing is through Customer Reviews. If you say “Hey! My product is great!” Your customers are predisposed not to take your word for it. But if their fellow shoppers say it, you get the benefits of an earned reputation.

To enable this in your storefront, Ecwid partners with services like Stamped.io, which specialize in enabling customer feedback. Let your satisfied customers become brand evangelists for you.

Related: How Product Reviews Lure Customers to This One-of-a-Kind Business

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Offer products at a competitive price

With the advent of browser plugins like Priceblink, online shoppers have unprecedented ways to compare prices. While this is certainly the case for resellers and drop shippers, the same concept holds true if you are a crafter or artist selling unique products.

If I search for “hand-made beanies,” I’ll get many search results (and many of those in one place, like Etsy,) I’ll open up several browser tabs of all the top hits, and pretty soon I’ve compared prices and features at a dozen online stores. Make sure that your prices are closely following the trends.

Overpricing your items can give the impression of commensurately better quality, but it can also deter more thrifty shoppers. Underpricing your items makes your product more widely affordable, but it can have the corollary effect, where shoppers assume it’s cheaper because, well, it’s cheaper.

Unless you are specifically engineering your company to capitalize on one of these strategies, I recommend following the most common pricing trends. Do your homework by periodically checking in with your competition.

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Place your call to action above the fold

For those who may not be familiar with these terms, a “call to action” is something that invites your customers to get involved — to walk into the store, so to speak. It usually takes the form of a “Buy Now” button, a “Take A Tour” button, or a “Story continued on page 4” continuation. Which brings me to the second term.

“Above the fold” comes from a printed newspaper, where the “fold” was at the bottom. Stacks of newspapers would display the headlines and a photo prominently “above the fold,” so they would act as a visual hook to the passerby. The same principle is an excellent practice for your website; add in one of the above-mentioned calls to action, and place it above the “fold,” where your shopper won’t have to scroll or follow links just to find it.

The easier you can make it for your shopper to engage with your product and your website, the more likely they are to continue through the conversion process.

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Show related products

Not only is this a great way to up-sell, but it can also serve to add value to your referring product. When the customer sees that what they are considering buying has a range of accessories or synergies (as with cameras, lenses, and tripods,) the product is instantly seen as more useful, and therefore, a better purchase. For example, when you are looking at an item on Amazon, just below the product description, you can see a “Customers who bought this item also bought…” or “You may also like…”


The “You May Also Like” section in Ecwid

An easy way to accomplish this is by having an automatic slideshow on your splash page. This can be populated with special sale items, seasonal products, and even an above-mentioned call to action, but it is also a great way to spotlight product bundles, accessories to the product, and product customization add-ons (like engraving or custom embroidery.)

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Keep it simple

To say it out loud seems condescendingly obvious, yet it is advice that many web pages should take to heart: don’t distract your customers. In a physical store, the path to the product and to the cash register is always clear. On a website, the same principles apply.

A few too many ads, a few too many things to do and see, and your customer’s attention will be drawn away from the purchase they intended to make. The cleanest websites have a professional, trustworthy feel, whereas the websites heavily monetized with ads or the sites with clunky, modular coding make me wonder if I wandered into the wrong part of town, where I’m not at all likely to whip out my wallet.

Ecwid offers a lot of templates and themes for your store, which go a long way toward this goal of developing a spotless and welcoming storefront. You can also use services like Unbounce to build attractive landing pages.

Owning it

Following this guide will clear a path between your customers, and their purchase. You’ll likely see an increase in new traffic, returning traffic, and the coveted browsing-to-buying conversion. But of course, each store is unique — make this process a natural extension of your brand, rather than a mundane checklist. Check out these success stories for ideas!

And as always,
Happy selling!

About the author
Jesse is the Marketing Manager at Ecwid and has been in e-commerce and internet marketing since 2006. He has experience with PPC, SEO, conversion optimization and loves to work with entrepreneurs to make their dreams a reality.