Making money through an online store isn't straightforward. However, one of the most important factors in getting there is a well-designed product description page. You need to give users the smoothest possible experience all the way through to purchase.
Before you start designing your product pages, you need to be clear on a few key points. The main ones are:
- Target audience: Knowing who you're selling to is the first step in building any business — both for choosing what you sell and for using the right language in your product descriptions. Knowing your target audience is the key.
- Brand identity: Your identity should come through on every product in your online store. Your design must always represent your brand.
- Colour palette: Colours say a great deal about a brand. Keep them consistent across your product pages and use them purposefully in CTAs, labels, headings and so on.
#1. Use high-quality product images
Photos are the most important feature of your product description page. Customers want to know exactly what they're buying. They can't pick up the product and examine it the way they would in a physical shop, so the better your photos, the less convincing they'll need.
You should show photos of your products from every angle. If you only show a front-facing shot, customers have no way of knowing what the rest of the product looks like. Give them the full picture — 360° views work well for this.
Communicate your company values to buyers and build an emotional connection with them. This will make them feel aligned with your brand and they won't hesitate to shop with you.
#2. Display prices clearly
Always put the price of your products near the top of the page — nobody buys a product without knowing the cost first. Place it close to the "add to basket" call to action.
The price should be one of the largest elements on your product page. Use a colour that stands out, and highlight any discounts clearly.
#3. Write persuasive calls to action
A call to action asks users to do something. Your CTAs should always appear near the top of the page. If someone likes your product but can't find the buy button, you'll lose the sale.
Getting buyers to click your CTAs is the main purpose of your product page, so it's worth getting right. It must be easy to tap and easy to understand.
#4. Write an informative product description
The product description gives customers the information they need about what you're selling. A good approach is a short initial description that's easy to scan quickly, plus a longer version further down the page for customers who want more detail. Descriptions support the product photos in your online store.
You need to be persuasive and genuinely sell the product — help the customer understand why they should buy it. Focus on benefits, not features. Use short sentences and plain language.
#5. Use reviews from other buyers
Display the star rating near the top of the page, and make sure you show all full customer reviews further down. Product reviews have a significant influence on buying decisions in your online store.
Never delete or ignore negative reviews. Instead, respond politely to all complaints and resolve issues promptly and professionally. This builds trust with your customers.
#6. Provide product recommendations
A customer has added something to their basket — now what? They might head straight to checkout, but you can keep them shopping with product recommendations. Offer useful, relevant suggestions.
Some options: "Customers also bought", "Similar items" or "Picked for you". Another approach is to show other products within your photos. For example, a model might be wearing a dress with a jacket and boots — you can add a CTA saying "shop the look" or "complete the outfit" to fill their basket.
Products with customer reviews consistently outsell those without any.
#7. Be consistent!
This isn't a feature to include in your product descriptions as such, but it is an important design rule. Choose a platform to build your online store and use the same design across all your product pages. Switching between different layouts will only confuse customers and distract them from your products.
This applies to, among other things:
- Colours
- Fonts
- Image sizes
- Page structure (how everything is laid out)
- Tone of voice (in product descriptions)
These are the most important elements your product pages need to include, along with your online store's legal requirements. Remember: the main goal is to get customers to add the product to their basket and complete the purchase. If you need help with your designs, get in touch — at Gecko Studio we specialise in online store design and we'll be happy to help.
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