As the world of commerce shifts towards a digital landscape, eCommerce websites are becoming increasingly important. A brand’s online presence has become as crucial to its success as its physical location. For this reason, businesses are investing more and more in creating professionally-designed and optimized product pages for their websites.
This blog post will explore what a product page is and why it is so vital for brands. In addition, we will discuss best practices for web designers to create compelling product pages. We’ll provide examples of some of the best ones out there.
What Is Google Analytics 4?
Before we look at the specifics of product pages, we’d like to define an important concept. Perhaps one of the most important features of any product page is Google Analytics 4. If you’re familiar with Google Analytics, you know that this is one of the most powerful tools for tracking traffic to a website.
Google Analytics 4, or GA4, is the version of Google Analytics. It is a much more sophisticated and advanced version of the original Google Analytics platform, with new features and capabilities that allow businesses to understand better how they perform online. The old version no longer works, so if you are still using the original GA interface, it’s time to upgrade!
With GA4, you can gather data throughout the customer journey. This includes tracking the performance of individual product pages and monitoring related traffic sources and buying signals. By using GA4 to analyze product pages, you can identify opportunities for optimization and improvement that will help boost sales. It can help improve the overall user experience on the website.
Compared to the previous version of Google Analytics, GA4 also provides a more user-friendly interface. It also includes AI-powered features, such as intelligent and predictive analytics. In short, it can help businesses better understand user behavior and act on this data in real-time. Regarding product pages, it can help you do things like:
- Identify which product pages drive the most traffic and conversions
- Understand where visitors are coming from when they land on product pages
- Determine how users engage with product pages (e.g., which CTAs are most effective)
- Detect any potential issues that may be impacting product page performance
What is a Product Page?
So, what exactly is a product page? In the context of eCommerce websites, a product page is any single webpage on a website that promotes specific products. In contrast to a homepage, blog post, or other website content pages, a product page focuses on promoting particular products.
For example, if a company sells shoes, each shoe model may have its own product page on its website.
There are many different types of eCommerce websites and online stores. Some may sell physical products shipped to customers, while others may focus solely on digital products delivered to customers electronically. Product pages are a crucial part of a brand’s online presence and marketing strategy, regardless of the type of eCommerce store it operates.
Why is a Product Page Important?
A product page is an integral part of any eCommerce business. There are many reasons why creating effective product pages is so crucial for an online store, including the following:
A great product page can help convert more visitors into customers. Product pages provide a highly focused experience that helps guide users through the purchase process. It provides them with all of the information they need to make an informed decision. A company will likely lose potential conversions and sales with a poorly designed product page.
Boosting SEO performance
Good SEO is essential for any eCommerce business. Product pages play an important role in optimizing a website’s search rankings. By creating high-quality content on product pages that includes relevant keywords, you can help improve the overall quality of a website and boost rankings in search results. This, in turn, can attract more visitors to your product pages.
Improving user experience
Nobody wants to visit a website that is cluttered and difficult to navigate. Well-designed product pages can help improve the user experience on an eCommerce store by providing a smooth, easy-to-use interface. You want users to find what they are looking for and purchase without issues or frustrating experiences.
Finally, product pages are a meaningful way to enhance an online brand. Businesses with high-quality product pages are more likely to be seen as reputable, reliable, and trustworthy. A well-designed and user-friendly product page can help increase trust and credibility with visitors and build a strong reputation for the business.
How to Create the Perfect Product Page
When the time comes to create product pages, there are a few key best practices and strategies you should follow. Some of the most important things to keep in mind include the following:
1. Start with a stunning product page
Product pages are such an important aspect of your site. Your page design needs to reflect that.
If you’re unsure where to start, Kadence WP offers Starter Templates. These Starter Templates are a no-code, ready-to-start solution to get your Product page (and your site) up and running quickly and smoothly.
With Starter Templates, you pick the template that suits your needs, choose your color scheme, choose your fonts, and you’re done. It’s that simple!
2. Create a strong headline
Product pages should always start with a strong and compelling headline. This is your first opportunity to grab visitors’ attention and pique their interest in buying the product you are selling. Choose an eye-catching headline that immediately conveys what your product page is about and its value proposition. Typography is just as important as content, so take time to choose a font and color scheme that matches your brand identity.
3. Write a compelling description
Once your headline has grabbed the attention of users, it’s time to follow it up with a compelling product description. This section will detail the specific features and benefits of the product or service and help convince visitors to make a purchase. You can also use this space to include any additional information that may be helpful in convincing users, such as customer testimonials or product reviews.
Include relevant keywords throughout your product page content to help improve the site’s SEO performance. Be sure to focus on quality over quantity; don’t stuff keywords in just for the sake of adding them, as this can actually have a negative impact on rankings. Instead, choose high-value terms that naturally fit into your writing and accurately describe the product you are selling.
4. Include high-quality photos and videos
A great product page creates a compelling visual experience for potential customers. That means including high-quality photos and/or videos of the product in action. It will help communicate its value and showcase what it looks like in real life. Opt for clear, bright images that highlight the best features of the product. You can add any special offers or promotions the company may be running.
5. Design a user-friendly layout
The best product pages are also well-designed and easy to use. That means using a clean layout that makes it easy for visitors to find what they are looking for. Pricing information, product specifications, and images should be easily accessible with just a few scrolls. You may also want to include any social proof or trust signals, such as customer reviews or testimonials, to boost credibility and build trust with potential clients.
6. Use clear CTAs
Finally, it’s important to finish your product page with clear calls to action, encouraging users to take the next step and purchase. This might include buttons that link directly to checkout, product pages, special offers, and discounts. Whatever you choose, be sure they are clearly visible and stand out from the rest of your content so they are easy to find and use.
CTAs are a crucial element of any product page, as they are the main way users can take action and purchase. To create effective CTAs on product pages, try following these tips:
- Include clear language stating what you want users to do, such as “Buy Now” or “Add to Cart.”
- Place the CTAs in highly visible locations, such as above the fold or at the end of the page. This will help maximize their impact and make it easier for users to take action.
- Include a limited-time offer or other special bonus to encourage users to purchase immediately.
- Test different variations of CTAs to see what works best for product pages. Try using different colors, copies, or placements to find the combination that gets the most conversions.
One of the best ways to boost sales and build engaged audiences is with Kadence Conversions. Kadence Conversions is the only no-code WordPress block tool to create lightweight popups, sale banners, and slide-ins that connect site visitors to your offers. With Kadence Conversions, you can increase your sales, grow your email lists, and connect with your visitors. You can also schedule content and track your conversions.
Use Kadence Shop Kit to Build Product Pages That Convert
Kadence Shop Kit is the perfect tool to build product pages that convert. Kadence Shop Kit has over 15 powerful modules and is the most robust WooCommerce extension available.
It offers variation swatches, variation galleries, advanced reviews, sizing charts, product brands, custom labels, variation price controls, and so much more.
With Kadence Shop Kit, you can reduce checkout friction with custom checkout fields, create custom cart messages with conditional cart banners, and use the extra description area below the products to boost WooCommerce shop’s search engine optimization.
Examples of the Best Product Pages
To see some great examples of product pages, check out the websites of brands like Amazon, Apple, and Etsy. These sites have mastered the art of creating compelling product pages optimized for conversions and including all of the key elements discussed above. However, we know not every business has the time or resources to create high-quality product pages from scratch.
That’s why we also offer a range of web design tools, such as our WordPress themes and plugins, that can help make it easier for businesses to build and manage their online presence. With our tools, you can create pages like the following:
Bellroy is a premium wallet brand that creates slim, stylish products designed to help you carry only what is necessary. Their product page is interesting because it is interactive. A slider lets you see the differences between each product, wallet size, and color. It’s a fun way to showcase the product and invite users to click around.
As you scroll down, a looping video does a great job of showing what makes their wallets unique. Then, more information about the product is revealed, such as special features and pricing information. All the related models are organized in a grid, making it easy to browse different options and compare them side-by-side.
Porsche is a luxury car brand with a sleek, high-end product page. Right off the bat, users are greeted with a beautiful image of one of their classic cars. It differentiates itself from other product pages by offering countless customization options, from colors to fabrics and materials. The price adjusts automatically based on the changes you make so that you can see exactly how much each option costs.
All of this information is displayed in a clean and organized way, making it easy to browse through different options and find the right car for you. This page helps users feel like they are in control and can truly create a product that is unique to them. The product page also includes several images of the car in different environments, helping potential buyers see what it would look like in their everyday lives.
An Augmented Reality feature also allows users to see how the car would look in their driveway. These features help Porsche stand out as a premium brand and create a product page that feels high-end and luxurious.
3. Luxy Hair
Luxy Hair is a brand that specializes in high-quality human hair extensions. Their product page has several things going for it, including plenty of visuals and specific pricing information.
They take the customer on a highly personalized journey, where they are encouraged to select their hair color, texture, and style. Depending on the customer’s needs and preferences, they are provided with several different options. It lends itself to a great user experience and increased conversions.
4. Fitbit Watches
Next, let’s look at the Fitbit product page. Fitbit is a brand known for its innovative, high-quality fitness trackers. Their product pages are highly optimized and include all of the key elements we discussed above. We can describe the Fitbit Charge product page as a cross between a landing page and a product page. It has the layout and function of a landing page but the product information.
The page is cleanly organized, with each section separated by an attractive banner image. As visitors scroll down, they’re met with detailed descriptions of the product’s special features and benefits and pricing information.
Finally, Hermès is a high-end fashion brand that produces luxurious clothing and accessories. Their product pages are works of art, featuring beautifully shot photos and every detail about their products. They take a storytelling approach and tell the story of each item: where it was made, who designed it, etc.
This strategy is a great way to engage customers and encourage them to learn more about the products they are considering purchasing. It also makes their brand feel more authentic and trustworthy, which ultimately helps drive conversions.
Creating a great product page is all about striking the right balance between usability and aesthetics. It should be visually appealing, easy to navigate, and clearly communicate the features of the showcased products.
With WordPress tools like Kadence Blocks, it’s easier than ever to create great product pages that your customers will love. Insert customizable image galleries, sizing charts, and more to design a seamless user experience that drives conversions and boosts sales.