How to Create Product Pages That Sell More

The way you present your products influences a customer’s decision to buy your product. Which is why it’s so important to provide clear and concise product information in a consistent format to attract customers to your products.

The beauty is in the detail. Below are the best practices for presenting your product details along with a selection of the top product pages from around the web.

Title

• Capitalise the first letter of each word.
• Do not capitalise conjunctions (and, or, for), articles (the, a, an), or prepositions with fewer than five letters (in, on, over, with).
• Use numerals (2 instead of two).
• State the number of items in a bundled product (e.g pack of 10).
• Keep it under 200 characters, but make sure to include critical information.
• Do not include price and quantity.
• Do not use ALL CAPS.
• Do not include promotional messages, such as “sale” or “free ship.”
• Do not include subjective commentary, such as “Hot Item,” or “Best Seller.”

Key product features

• Highlight the top five features that you want customers to consider. For example:
  • Dimensions
  • Age appropriateness
  • Country of origin
  • Warranty information

• Begin each bullet point with a capital letter
• Write in fragments and do not include ending punctuation
• Write all numbers as numerals
• Separate phrases in one bullet with semicolons
• Spell out measurements, such as inch or feet
• Do not use hyphens, symbols, periods, or exclamation points
• Do not write vague statements; be as specific as possible with product features and attributes
• Do not include promotional and pricing information

Product description

• Describe the major product features, such as size, style, and what the product can be used for
• Include accurate dimensions, care instructions, and warranty information
• Use correct grammar, punctuation, and complete sentences
• Do not include any of the following types of information:
  • Seller name
  • E-mail address
  • Website URL
  • Company-specific information
  • Details about another product that you sell
  • Promotional language such as “SALE” or “free shipping”

Images

• Have pure white backgrounds
• Have at least 1,000 dpi, so that it won’t turn fuzzy when customers zoom in on your image
• Show the entire product, and have the product occupy at least 80 percent of the image area
• Include only what the customer will receive

The Shining Lights

“Show me some examples” I hear you cry. Below are a handful of brands that are on the money.

Hunters

Hunters are putting the cool back into wellies with these brilliantly visual product pages.

Scruffs

Ok, admittedly, they’re one of our clients but I love the simple, clean and functional design of Scruffs’ WorkWear product pages.

MVMT Watches

MVMT Watches do a great line in sleek and stylish watches. No great surprise then that their product pages are also just that.

Brandoutlet.com

Brandoutlet.com is a classic example of a fashion product page where the beauty is in the detail.