The product page is one of the most strategic elements of an e-commerce site.
A well-constructed product sheet not only increases conversions, but also optimizes natural search engine optimization (SEO).
It's also an essential tool for delivering a smooth, reassuring user experience.
At Loyoly, we help companies develop customer loyalty, through a few features present on their product pages, to boost customer loyalty and maximize retention.
A product page gives a detailed description of an item sold online.
Its role is to provide all the information a potential buyer needs to make a decision.
It must describe the product, its features, its use, and include reassurance elements (customer reviews, warranty, product returns, etc.).
A well-constructed e-commerce product page has a direct impact on your performance.
Clear, attractive content boosts conversion rates by encouraging purchase.
Better still, a well-optimized product sheet for SEO improves your visibility on search engines and attracts more qualified traffic.
And that's not all!
Accurate and complete information reassures customers, reduces return rates and reinforces their trust in your brand.
In short, a well-crafted product page is a win-win situation!
Before writing a product page, it's crucial to understand your audience:
By putting yourself in the consumer's shoes, you can create more engaging and effective product sheets.
Understanding your audience also enables you to anticipate their expectations and offer a personalized experience.
A well-targeted product page speaks directly to the customer, providing clear answers adapted to their needs, which maximizes the chances of conversion.
7 essential elements of a product page that converts + 2 bonus elementsThe construction of a product page shouldn't be neglected with a few randomly selected “features”.
Below, you'll find out which elements to include and how to optimize them.
The title must be clear and contain strategic keywords. It should highlight a key benefit of the product to capture the visitor's attention at a glance.
Taking the example of a backpack, “Ergonomic backpack - Optimal comfort for your daily travels” is more appealing than a simple “Backpack - Black, 30L”, which is too vague.
A complete and captivating description makes all the difference. It must combine storytelling and technical precision, explaining why the product is essential, how it meets customers' needs and what its main features are.
Staying with our backpack example: “Discover the ergonomic backpack that will revolutionize your daily commute.
Designed with breathable padding and adjustable straps, it reduces pressure on your back while offering optimized storage space for your laptop and accessories.
Ideal for professionals and students on the move.” is far more engaging than a simple ”30L black backpack with multiple pockets and zipper. Ideal for transporting your belongings.”
Customers want details! Including information such as dimensions, weight, material, compatibility and instructions for use helps avoid questions and aids decision-making.
Images are decisive in the act of buying.
They must be in high definition, present the product from several angles and include demonstration videos to illustrate its use.
Note that we can also integrate customer UGC visuals that will give prospects greater confidence thanks to the validation of existing customers.
A good display of options is essential: size, color, material, quantity, delivery method...
In addition, you can integrate high value-added elements for the customer, such as a size guide.
This will personalize the experience for the customer, who will fill in some information and the guide can then recommend one size more than another depending on the product and brands.
Customer reviews and testimonials are powerful trust factors. Incorporating certifications, guarantee badges and average ratings reassures and convinces potential buyers.
You can learn more about reassurance elements in our guide.
Buyers should have all the practical information they need on the product page: price, availability, payment methods, delivery charges and return conditions.
This information is reassuring and removes a few barriers for the future customer, who can concentrate on the purchase itself.
A well-designed FAQ removes the last barriers to purchase by anticipating the most frequently asked questions.
This prevents the customer from leaving the page to seek answers elsewhere.
Clearly display the loyalty points a buyer can earn by purchasing the product. This is an excellent way of encouraging purchases and building customer loyalty.
This is possible with the loyalty programs we offer. We invite you to request a demo from our team, who will be happy to help you with your conversion and loyalty challenges.
Pssst... You might find this interesting!
Loyalty programs are strategic for your brand, and we can probably help. Check out our platform!
A well-referenced product page can naturally attract more visitors to your product pages.
Below, we offer 4 quick tips, using the example of one of our customers who sells banana bags.
For our complete checklist of the perfect product page, click here.
Here are the 4 strategic areas to optimize on a product page:
Include your main keyword and secondary keywords in strategic content areas.
Our client wrote his content around the main query “banana bag”.
It's also essential to integrate these keywords naturally and fluidly, without over-optimizing, to improve readability while maximizing SEO impact.
Certain tags are essential for SEO.
They play a key role in the visibility of a product page on search engines.
The title must be catchy and contain the main keyword to capture the attention of Internet users right from the results page.
The meta description, meanwhile, must be concise and engaging, encouraging clicks by highlighting the product's benefits.
Finally, structuring your content with hierarchical Hn tags makes it easier to read and improves SEO by clearly indicating the key points of the content to search engines.
Engaging content above all for the reader who wants to learn more about the product, return policies and so on. In SEO, we need to take the user into account in order to increase the positive signals on our product page in the eyes of search engines (click, scroll...).
Internal linking will help you improve the user experience and encourage purchases.
By proposing similar or complementary products , you guide buyers towards items likely to interest them, thus increasing the average value of their shopping cart.
For example, if a customer consults a product page for a pair of sneakers, suggesting technical socks or a sports bag may encourage them to complete their purchase.
In addition to optimizing navigation, this approach obviously boosts SEO by creating internal links between different pages on your site, making them easier for search engines to index.
Certain mistakes can seriously harm your sales. A poorly optimized product sheet is more likely to drive your customers away than convince them. Here are the most common pitfalls to avoid!
Today, most online purchases are made via smartphone! A product page must be 100% responsive, i.e. perfectly adapted to all screens.
Otherwise, you're guaranteed to frustrate users and lose conversions.
Would you buy a product with blurry, poorly framed images? Probably not!
High-quality visuals are essential for creating desire and reassuring customers about what they're buying.
Never underestimate the power of a good photo!
Customers like quick answers to their questions.
A product FAQ, a responsive chatbot or the ability to leave reviews will engage your visitors and reassure them before they buy.
A product page shouldn't be static, but interactive and engaging!
There's nothing worse than an exaggerated product page that sells dreams... and disappoints on delivery!
Be honest about your product's features, adapt the tone to your audience and provide all the information needed to meet buyers' expectations.
A good product page is above all one that inspires confidence!These are the most common mistakes made by e-tailers on their product pages .
However, you may wish to consult our article on the 13 mistakes you shouldn't make on your e-commerce site.
Here we analyze the product page for the “Tina Short Dress” on the Kookaï website.
It's designed to offer an optimal user experience, both in terms of the quality of its visuals and its wealth of information.
The page features a series of high-resolution photos of the dress, allowing customers to appreciate the details of the garment, offering a complete vision of the product.
The product description is both polished and detailed.
For example, it highlights “the combination of asymmetry and sequins for a very couture dress” and states that the “fabric is fully embroidered with sequins” with a “stretch inner lining for a snug fit”.
This information helps customers understand the dress's specifics and assets.
The price of the dress is clearly displayed, and the site offers payment in 3 or 4 instalments free of charge, providing visitors with a degree of flexibility they'll appreciate.
Delivery terms and returns are also clear. All this information is easily accessible, ensuring a worry-free shopping experience.
Customers can earn loyalty points when they make a purchase.
This program encourages loyalty and offers advantages for future purchases.
A “Find my ideal size” button is available, helping customers to select the size that suits them best.
This interactive tool enhances the user experience by reducing the uncertainties associated with size selection. It also improves SEO by sending positive user signals.
The page suggests other popular items at the bottom of the page to encourage customers to explore more products and complete their wardrobe.
This product page is therefore optimized to offer a rewarding shopping experience, combining quality visuals, detailed descriptions and clear transactional information, while offering customer loyalty tools and programs.
A well-written product page is a powerful asset for an e-commerce business. As the aim is to sell your products, it boosts conversions and consumer confidence in your brand.
To take it a step further, consider adding a loyalty program with Loyoly to encourage repeat purchases!
Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.
