Imagine if your product landing page were the only web page visitors could read about your products. You would want to provide them with comprehensive subject matter, creating an almost portal like environment where they can learn everything they need to know without hopping all over your corporate domain. This focuses visitors into the selling path.
The product landing page uses simple copy and a clean design to help users find the product most closely matching their interests.
To accomplish this, there are several key pieces of content that should appear in a product listing. Depending on the complexity of a company’s offerings, some of these might be more feasible than others, but all will add value to the customer experience:
* Retain a specific description of the displayed product line: If a page describes only one product line, ensure that the content discusses what is being shown on the page, not the greater family of products.
* Include a product-specific search feature: If the catalog is deep or old, or contains many variations of pieces, it will help users find the perfect product faster if you give them a dedicated search feature where they can query model numbers, dimensions, keywords, and more. Traversing even the most elegantly designed hierarchy is slower than the type-click-find speed of a search engine.
* Make sure the depth of the section’s architecture is accurately demonstrated: In other words, make sure all product categories are represented and any subcategories are within easy clicking distance.
* Include a way of highlighting particular products: These products might be on sale, or recently released, or coming soon, but users love “featured products” because they often take the guesswork out of where to go from the landing page.
As with the corporate website’s homepage, these elements have to be carefully arranged to help users find their way around the product catalogue. The goal is to direct users. If done well, visitors will rely on the design and copy of the product landing page to guide them.
Once your reader has found your website and navigated through the product landing page, they will arrive on a singular web page dedicated to the product in which they are (hopefully) most interested.
This is where web design and copywriting skills come into full play, and where simple messages have to work in tandem with technical descriptions.
An individual product page should offer a comprehensive overview of the product, including photos, testimonials and reviews, dimensions, availability, and technical specifications- as well as price.
Anything and everything about that specific product should be present and accounted for. The last thing your visitors want is information about the product scattered around the site, so make sure every detail is centralised, focused, and accessible.
The following are some key attributes that should be included in a product page.
Description. The length of a product description is subject to just about every variable out there: how much there is to actually say, the products, the prices, the positioning, teh benefits, delivery, the buying process.
Many companies have printed brochures that describe their products at great length with copious, flowery detail. While it’s simple to grab the brochure copy and duplicate it inside HTML, this path of least resistance is usually not appropriate.
Text is not consumed equally between the mediums. Web copy thrives in brevity and punctual statements—bullets and two-sentence paragraphs are the norm; long-winded prose is ignored.
Some product descriptions take only a paragraph. Others require pages. The description of the product should be as long as it needs to be, and no more. As long as the text follows best practices in writing for the Web, people will consume what they want before making a decision.
Photos, images, and diagrams. People love pictures. It doesn’t matter if they’re professional photos or poorly lit Polaroids, glossy diagrams or low-resolution screenshots—when people shop digitally, they want to see some substantial evidence that the product that has caught their interest actually exists.
Smart companies understand this, and put their best foot forward to make available the best images possible. They make sure that their product pages contain high-resolution, professional images that give a very good sense of the products’ look and feel.
At a minimum, users should see a thumbnail of the product. This does not have to be elaborate. To avoid forcing users to squint, make sure that the image is at least 150 pixels wide. Providing a larger image when the thumbnail is clicked is almost always a good idea.
This higher resolution version should appear in a new browser window, not because this constitutes better usability, but because people expect and accept this functionality that has been perpetuated by thousands of other websites.
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