How to create product detail pages that sell

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Product detail pages are crucial to the success of your online shop. They are the digital alternative to a high-converting salesperson, available 24/7 to convince customers about the details and benefits of your products, function as SEO optimised landing pages, and influence the flow of organic traffic to your shop. Get them right and everything from sales to search engine rankings will be positively impacted.

The building blocks of a product detail page:

  • Product title/headline: Avoid descriptions and titles that are too long. The user should know at a glance what your product is about.
  • Product attributes: These are typically summarised below the price – in the form of a short list so that they are not overlooked in the body text – and offer a quick overview of the product features, e.g. colour, fitting, care, dimensions, manufacturer, etc.
  • Description text: Delve into the details and benefits of the product. Here you have chance to appeal to your customer’s senses and illustrate what it’s like to own this product.
  • Data sheets or product instructions: Explanatory videos, downloadable PDFs, and product graphics offer your customers added value, and help establish yourself as an expert in your field.

Goal of a good product description: Arouse emotions

Do not numb your customers with blasé text – make your product descriptions sing with the expressive styling that is unique to your brand. Use language that sells the experience of owning the product. Instead of yammering about the product’s features, invite your customer to imagine having the product in their hand, enjoying its many benefits. The stronger you meet your customers on an emotional level, the higher your conversion will be. Try to present as many backgrounds about your product as possible. A good example can be found the online shop of the chocolate manufacturer Rausch:

No better way to resonate with your customer’s than through the persuasive power of storytelling. To help you frame your products with valuable content, Shopware offers a feature called “Storytelling”, which is included as of the Professional Edition. For a bit of inspiration, you can look towards these Shopware shops that already use Storytelling in their business model to boost sales.

How many words should a product description have?

While there is no golden rule, the following generally applies: Be brief, specific, and group the most important information together in one snackable bite. Even if Google is fond of long text, your customers need the information to be short and concise.

The length of the text largely depends on your customer’s needs. The higher the investment, the more information the customer requires in order to feel confident about their purchase. In some cases, you have to find a suitable middle ground. To do so, you have to place the most compelling argument for your product at the beginning of the text.

Pro tip: Conserve valuable space and cut out the “amazing” and “incredible” marketing jargon. “Fluffy language” is devoid of nutritional value, useless for SEO, and imposes a cognitive burden on your customer, who now have to weed through inflammatory nonsense to get the facts. Research from Nielson Norman revealed that a measly 16% of browsers read every word, so make sure every word counts.

Here Ames provides the customer with information about the special production methods and inspiration for their unique pillow.

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Unique instead of duplicate content

There’s no way around it: You have to optimise your shop for Google. Fortunately, when it comes to optimisation, you can fine tune your shop with well-crafted product detail pages.

Pro tip: Never use the original text that came from the manufacturer in the product description. This is considered duplicate content and will sink your website in the SEO swamp. When fighting your way to the podium, your best bet is to invest in creating unique content.

Search for similar keywords and change your product titles and texts accordingly. Up-to-date and well written content increases your chances of ranking higher, and has the double benefit of providing your customers with valuable product information in your brand’s unique voice. Useful tips for search engine optimisation can be found in the Shopware SEO Guide.

Shopware shop Paxton & Whitfield taps into the senses of the customer by telling an aromatic story about the history of the cheese and its production methods.

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The details determine the design

Spoil your customers with page design that is carefully crafted for their shopping enjoyment. What should be the first thing your customer sees? Make a convincing first impression and the customer will be intrigued to learn more. Consider which details are most relevant for your customer and place them in the foreground. “User centric design” means first understanding the characteristics of your target group, then practicing a great deal of empathy to determine the ideal layout and placement of content.

This product detail page from MyWalit makes the product images the focus of the detail page, and neatly packs additional product information in collapsible menu points.

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Where words fail, product photos speak

High-quality product photos communicate valuable information in ways that even the Shakespeare of copywriting could not. That’s because our human brains are hard-wired to be lazy (or efficient, depending on your angle); we want to consume information with as little energy as possible. Since we process visuals ridiculously faster than text, product photos expedite the learning process, while at the same time, engage with our imagination and emotions.

With a clean design and straight-to-the-point copy, luxury fashion brand Dorothee Schumacher dedicates a majority of the available real estate for product images.

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They also lead to more accurate-decision making, which in turn leads to high customer satisfaction and return rates. Since your customer can’t evaluate the product in person, you should offer photos from various angles and proximities. If your product has variants with visible differences – which are absolutely of interest to the customer – don’t leave it up to imagination.

Here Imps&Elfs provides the customer with every available colour variant of their long sleeve top.

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A shop system with comprehensive and powerful image management is indispensable. You will find tips for dealing with Shopware media management in this comprehensive guide. There is currently a trend towards displaying 3D content in the shop. With Shopware, the 3D visualisation of the products is already possible.

Cross-selling, ratings & reviews

Employees in stationary retail are trained to give customers product information and recommend similar items. In online sales, your digital alternative can be found in automated cross-selling and personalised recommendations. Through intelligent, advanced product suggestions in the description, you encourage your customers to make additional purchases.

Product recommendations are one of the most powerful – and authentic – ways to help your customer make an additional purchases. Features such as "Customers also purchased" or recommended product bundles are perfectly suited for this.

Shopware shop Salewa offers an example of successful cross-selling with recommended products to “complete your outfit”:

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Ratings and reviews can also help guide your customer to making a purchase. These can be authentic testimonials from influencers, experts, previous customers – basically anyone who can share their objective opinion and create trust among potential customers. There are a number of service providers who support you in implementing reviews, including Trustpilot, feefo or Trusted Shops.

 

Curious to learn more?

Well-crafted product descriptions are one of the most important facets of your shop that you need to pay attention to in order to stand out from the crowd. Fortunately, when it comes to creating knock-out product detail pages, Shopware comes with a broad range of marketing possibilities already in the standard version.

Want to learn more about how Shopware can support your online business? Get in contact with us for to get a free consultation!

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