Free LinkCommon Marketing Guide · Selling Online
Product Page Basics: Photos, Benefits, Trust and Calls to Action
Improve a product page by making the offer easy to understand and giving shoppers the information they need before buying.
A product page has to do more than show a price. It should help a shopper understand the product, decide whether it fits their needs and feel comfortable taking the next step.
Show the product clearly
Use images that answer practical questions. Show the cover and sample pages for a digital book, the scale of a physical item, important details and, when useful, the product being used.
Translate features into benefits
A feature describes what the product has. A benefit explains why that matters. “70-page emergency binder” is a feature; “keeps critical household information organized in one place” explains the purpose.
Answer objections before checkout
Include dimensions, format, compatibility, delivery method, what is included and what is not. If buyers repeatedly ask the same question, that information probably belongs on the product page.
Add trust without exaggeration
Use accurate reviews, clear policies, secure checkout information and realistic product descriptions. Avoid claims you cannot support. Trust is easier to lose than to build.
Make the action obvious
The add-to-cart, buy, download or marketplace button should be easy to find. The page can contain related information, but the primary action should not disappear inside a wall of text.
Good product pages make buying easier by answering questions. Promotion brings the shopper to the page; clarity helps the shopper decide.