6 Must-Haves for eCommerce Product Landing Pages

Create eCommerce product pages that convert visitors into returning customers. Learn essential landing page elements and how to implement them effectively.

What Makes a Good eCommerce Product Page?

eCommerce is a highly profitable industry and one which boasts arguably the fiercest competition today. Online sellers and retailers have the unenviable task of trying to capture their audience’s increasingly short attention spans and convert those unfamiliar with their brand into loyal customers. This is a task that is much easier said than done.

First impressions count for almost everything in the competitive world of eCommerce. According to recent studies, consumers form opinions within 50 milliseconds of landing on a page, with 75% of them judging a brand’s credibility based on page design, layout, user experience (UX) and interactive features.

Optimizing these vital conversion points is essential if eCommerce businesses are to turn a profit and grow their online sales. This all boils down to looking retrospectively and comprehensively at individual product pages.

A successful product landing page doesn’t just contain a description, an image, and some details – it fosters trust, answers questions, and guides visitors further along the purchase journey. Every element – however intricate – must work seamlessly to create a positive, stress-free and straightforward experience that converts any visitor into a buyer while minimizing doubt, friction, and worry.

10 Elements for High-Converting Product Pages

With that in mind, let’s explore the vital elements every eCommerce product page must have if you want to increase your conversions, grow your brand, and foster more loyal relationships with your customers.

1. High-Quality Product Imagery

High-resolution, professional-quality product images are essential for eCommerce success. Many shoppers will instantly be drawn to imagery, with it being a hugely influential factor in buying decisions.

To get the most out of your imagery:

• Showcase products from multiple angles (front, back, sides, details)
• Use consistent lighting and backgrounds for a professional look
• Include lifestyle images showing the product in use
• Enable zoom functionality for detail examination
• Consider 360-degree views for complex products

Cost-saving tip: Rather than outsource to a third-party product photographer, consider buying and selling used cameras via portals like MPB. Through these types of circular re-commerce stores, you can buy used working cameras for a fraction of the price, still producing excellent images. Alternatively, smartphones with good lighting and resolution can work well, but DSLRs would be a step above and offer a more sleek, professional, consistent look.

2. Compelling Page Titles and Metadata

Page Titles (Meta Titles) and meta descriptions will invariably be the first things people see if browsing organically via search engines. Optimizing these is vital for improving click-through rates and organic traffic, so both need to be descriptive, keyword-rich and compelling, and not spammy, robotic, or inauthentic.

Consider the following:

• Include key product attributes (brand, model, color, size, material)
• Start with the most important information
• Keep titles under 60 characters for optimal display in search results
• Use relevant keywords naturally
• Ensure meta descriptions complement titles and encourage clicks
• Don’t write meta descriptions over 160 characters as these truncate

Cost-saving tip: Use keyword research tools like Google’s Keyword Planner (free) to identify high-value search terms relevant to your products. Thread these in organically into your descriptions. Additionally, local or regional eCommerce stores should identify longtail keywords alongside high-volume ones, to capture local interest and rank in local search.

3. Easily Digestible Product Descriptions

The best product descriptions combine technical information with scannable and readable qualities. This means that descriptions allow readers to immediately find the information they need before committing to a purchase.

Tips to write good eCommerce product descriptions:

• Structure content with keyword-rich titles, subheadings, bullet points, and short paragraphs
• Address product features AND benefits
• Include technical specifications in a scannable format (table, grid, drop-down, etc)
• Answer common customer questions proactively

Cost-saving tip: Create templates for product descriptions so you can add more information seamlessly as you bolster your product pages. This will help maintain a consistent framework while reducing the manual time spent curating descriptions from scratch for each product.

4. Strategic Calls-to-Action (CTAs) and Urgency Signals

CTAs make a vital difference in elevating a browsing experience into a converting one. You can also optimize these by creating a sense of urgency to increase online conversions.

Consider using:

• Contrasting colors in buttons that stand out from your page design but still align with your brand.
• Action-oriented language (e.g. “Add to Cart”, “Buy Now”)
• Strategic locations, such as above the page fold on desktop, after the top-level key information
• Responsive functionality on mobile devices
• Real-time inventory levels for popular or low-stock items
• Countdown timers for limited-time offers
• Recent purchase notifications and urgent language (e.g. “Running Low”, “Only 1 Left”)
• Secondary CTAs for alternative actions (e.g. wishlists, similar products, buying guides, case studies)

Cost-saving tip: A/B test different CTA designs, colors, and placements using tools like Crazy Egg to experiment with slight redesigns without overhauling your entire site or page framework.

5. Trust Signals and Reviews

Purchasing decisions can be aided exponentially by social proof. Many online buyers consult online reviews before committing to a purchase, so online sellers should capitalize on this trend. Furthermore, building confidence from the outset is important for converting first-time visitors.

Consider the following tips:

• Display average star ratings prominently near product titles and via schema (structured data) markup
• Include written reviews on your page and allow filtering by rating, recency, or relevance
• Show shipping information, delivery timescales and other lead time information to set expectations
• Respond to negative reviews professionally
• Include return policy and guarantee information
• Display secure payment icons and badges to offer reassurance
• Incorporate user-generated photos when possible

Cost-saving tip: Follow up with customers via email or other channels to automate review collections. Consider incentivizing them to leave reviews or ratings for potential discounts or offers.

6. Mobile Optimization and Interactive Elements

Mobile-friendliness is a must-have for any eCommerce store, with mobile commerce accounting for 57% of eCommerce sales in 2024. Furthermore, interactive elements can increase page engagement and provide additional information in a user-friendly format.

Consider the following:

• Easy navigation with clickable and unobstructed elements (e.g. breadcrumb menu, parent folders, etc)
• Product explainer videos demonstrating features and benefits
• Size guides and product comparison tools
• Optimize image alt text, file size and loading speeds for mobile devices
• Add collapsible sections or accordion panels for lengthy content or FAQs
• Implement color/variation selectors with real-time visuals

Cost-saving tip: Use free testing tools like Google’s GT Metrix and Core Web Vitals to test mobile responsiveness and user experience (UX). Consult with a web development professional to optimize page load and mobile responsiveness without compromising UX.

How to Optimize eCommerce Product Pages Effectively

Creating high-ranking, optimized product pages isn’t a process that has to cost the earth or eat up valuable budgets.

The key is to begin by ensuring all the essential elements and ‘ingredients’ are there (images, titles, descriptions, buttons, CTAs, and so on) before moving onto the more interactive features. Creating templates for pages will be a game-changer, as this will facilitate the creation of new pages as stock lines expand. Adding features and elements gradually, while measuring performance methodically in ways that work across your entire product catalog, will also be key.

However, managing all these elements across eCommerce inventories that number in the hundreds or thousands can become difficult without the right tools. This is where a Product Information Management (PIM) system provides significant advantages, from centralized product data, automated template formatting rules and real-time version control, as well as channel and workflow optimization, eCommerce businesses can scale and add info to pages with ease.

With a PIM solution like Sellbery, online sellers can implement all these essential product page elements more efficiently while ensuring consistency across multiple sales channels. In turn, more resources can be devoted to top-level business decisions rather than routine, manual and time-intensive content creation and page optimization.