Data shows that 50% of US consumers returned a purchased item because its description was not accurate. That is why a transparent, honest, and easy-to-read product description will increase your sales.
How do you create a powerful product detail page? We tell you what to look out for and go a bit further to give you the essentials of product SEO and photography so that the landing pages of your e-commerce store are tip-top.
Product detail page
Nobody likes a blind bargain. The 4Ws are crucial when presenting your goods. When visitors see the first glimpse of your landing page, they should not need to ask:
What is the product?
To get your description facts ready, look at it with the eyes of your customer and ask yourself:
- Who is it for?
- What do people need to know about it?
- When and how will it be used?
- Why is it so much better than others on the market?
Crafting an effective product detail page involves not only thoughtful design and visual elements, but also structuring its content and moreover, knowing what to avoid.
Product description dos and don’ts
Keep your eyes on the right side of this table, please 😉:
|Describe how people will feel if they have your goods||Use complicated jargon with crammed keywords|
|Make it fun to read||Only use fact points|
|Enhance benefits and add a recommendation||Do not copy manufacturers’ descriptions|
|Place reviews directly on your product page||Fake reviews|
|Include demo videos||Use long texts|
|Include 360° images, gifs, and videos||Include blurred-out images or with color filters|
|Know your audience/buyer persona||Try to appeal to everybody|
|Use lifestyle images||Use plain still-life images|
|Keep the layout of the page clean and intuitive to create the best 1st impression||Put essential information below the fold|
Structuring your product detail page
Organize your e-commerce product page into small bits of information. For example, you could have a:
- general description
- technical details (material types, electronic specs, chemical compositions), what packaging the goods comes in, and what is included.
- buyer guarantee, e.g. 30-day money back, or extra info like 40% of profits will be donated to charity.
Reminding your customers about their rights and what they get for their money, not only in your T&Cs, but also on your product detail page engenders trust, legitimacy, and confidence.
Whatever you write, keep it simple. And…
…if it is difficult to read out loud, delete it!
Be clear about what the buyer gets, by:
- Adding a buyer guarantee
- Providing clear links to the return policy and data privacy page
- Including shipping costs and time estimates
- Giving comparison examples or comparing prices
- Highlighting discounts
Download the product description template to get inspired
Product Description Example
According to Brafton, 50% of queries are searched with 4 words. Thus, be detailed in your goods name. Instead of “bike” write “electric off-road e-bike”.
- Add a relevant, appropriate file name for images
- Use alt tags to briefly describe what is in the image
- Fill in the meta description and page name
- Include transactional keywords, such as buy, purchase, offer, promo codes, sale, voucher, discount
Now, a bit about DIY photography and what you need to look out for to achieve the most stunning and storytelling photos.
Lifestyle photography shows the products in context. These images display the usability and purpose of the goods.
Instead of still images, show action.
Include photos that display your goods from all sides. Close-ups and images in 3D and 360° view will give a clear idea of what the product is like in real life.
Include relative measurements and weight, for example, if you sell something like furniture or jewelry. Give people a relatable understanding of the form and goods dimensions.
- Be level with the product, or slightly higher.
- Use a stable hold for your camera or mobile phone.
- Make sure the surface (as well as the wall behind) is not reflecting and has a matte finish and neutral colors.
- Take pictures from the same standpoint. For each item take at least 4 images: portrait, landscape, zoomed in, zoomed out.
- Take the photo parallel to the surface, either from the top or directly from the front.
- Lighting setup: The light source needs to be equally balanced and not throw too many shadows. (If you can, natural light is the best, otherwise, use a cooler white light).
- Include decorative pieces or items.
- Take detailed photos. Zoom in and show it from all sides.
If you would like to include a video, here are two ideas:
- A descriptive, factual demo video, like the one from Patagonia, describes how the goods work, what it is used for, and optionally, how you take care of it.
- Show your goods being worn, or in action, as a slide show or no-speech video demonstration.
When using videos, make sure you:
- Are consistent with using the same channels (YouTube, TikTok, Instagram Reels).
- Keep it under 30 seconds.
- Apply the identical image setups described for the photograph, e.g. enough natural light, and show the item in its context.
- Use clear speech with no distracting background music.
- Add a clear video description using complete sentences to your video channel to optimize your SEO.
You are now a pro when it comes to creating product detail pages for your e-shop.
Learn more on how to design a shopping cart