5 tips for designing a more shoppable product page
Your product page is arguably one of the most important pages on your website. After all the hard work you’ve put into developing your product, let’s make sure you have a product page that will actually help with conversions.
Is Your Product Page Worthy Of Your Product?
Your product page is a key player in people’s shopping and buying — that’s where the add to cart button is after all! It needs to show off your product and convince the customer they need it now. So let’s dig into the details of what will grab people’s hearts and have them “adding to cart”.
5 Tips To Make Customers Click “Add to Cart”
Make sure your text is skimmable
Not everyone reads every word on your website, but we still want them to understand some key parts about your product. You didn’t just write this for fun! You have some important, interesting, and converting information on this page. Let’s make sure people get the gist.
Quick Tip: Break up big chunks of text into subheadings and small paragraphs so people can quickly get to know your product.
Use icons when possible
Icons (or line drawings) are so powerful (and fun) for conveying information in a simple way. They can highlight your values and what makes you unique, while also bringing out your personality! Use line weights, styles, colours and more to make your brand unique and memorable.
Quick Tip: Highlight key information, such as ingredients, process, or use, with icons that highlight the key info while also adding brand personality.
Add some of your brand story to your product page
Your product page might be the first - and potentially only - part of your website people see. That means we can’t assume they know the context of your brand, so it’s essential this page is more than just a few product shots and a buy button.
Quick Tip: Give a sense of why people should shop with you: add a section for what makes you unique, how your products will help their lives, actual results and feedback from happy customers.
Have reviews & a review summary at the top of your page
Reviews are an essential part of helping consumers buy. A reported 93% of consumers say that reviews influence their purchase decisions. By putting a summary of your reviews (like the star rating and number of reviews) at the top under the title, we can build that recognition and trust right from the start.
Quick Tip: Show the star rating for the product at the top close to the product title, which when clicked, will scroll them down to all your reviews.
Make checking out easy
You’ve worked hard to get someone to click ‘add to cart’ — only for them to be overwhelmed, confused or surprised at check out and abandon their cart. Not what we want, right? Once we have them saying yes, we want to make it as easy and frictionless as possible to pay and get the product.
Quick Tip: Shopify has a simple and easy default checkout, but if you need to deviate from that in order to align with your brand, try to keep it minimal and simple.
Bonus: If your item is a consumable that can be refilled, be sure to have a “subscribe” option on your page. This will put your sales on autopilot.
BONUS - Share your values often
Your brand values are a key connection between you and your people, which means we want them integrated and present in every part of your brand — not just your about page.
Quick Tip: Turn your values into icons that you use on every page including your product page. You can also infuse your values in the language you use and how you explain why you chose your process or ingredients.
Recap
Your product page has a huge impact on whether people purchase your product, so don’t take shortcuts. Show the product, but also give it context, trust and differentiation.
If the idea of tackling this in addition to your growing to-do list is intimidating (I get it!), we can help with that. Reach out to work together to keep your ideal customers on your page and loving your product.
