A product page has one job: To showcase 1 product, make it look amazing, provide information about it, and make it easy to buy. Buyers should see this page and say one of 2 things:
So the product page gets the right people to make a purchase.
I say “the right person” because not everyone should buy from you. You aren’t for everyone, and some people would be better off buying elsewhere. That’s fine. Those people should go. If you somehow convince them to buy, they will be a little bit of income and a lot of headaches.
When the wrong people buy from you: Returns, chargebacks, bad reviews, negative word of mouth. A little bit of money ends up costing more than it’s worth. If you can convert 3-5% of site visitors and they are the “FUCK YES!” people who love you, you’ll be rich.
First, appeal to emotion
The first thing you want to do is hit them with elements that appeal to the emotional buyer inside us all. The thing that makes us want. The stuff that shoves a product inside our brain and makes us willing to spend.
Appeal to rationality
Next, you need to back up that emotional desire with rational reasons and benefits. This helps the buyer anchor their need/desire against the cost.
Look, I’m not a camera and photography nut. You can probably take good enough pictures to get started with your iPhone or high-end Android. If you’ve got a PRETTY GOOD digital camera, you can probably take amazing pictures.
Product descriptions aren’t a choice between 2 sentences or huge, blocky paragraphs. Break them up, make them relevant. Use real language. And FOR THE LOVE OF ALL THE GODS, use a font size that people can read. 12 is not an acceptable size for body copy. 16 is the starting point, and I prefer 18. I should not be a 30-something year old with 20/20 vision leaning and squinting to read your copy.
Pushing the buy button should be easy and fun. You want them to want to. (Now that song is stuck in your head… If you know it…. So if you are over 30, probably.)
Maybe the product on this page isn’t perfect for the buyer, but something else could be. Maybe they just need other stuff with it. Give them the options to go directly to other product pages.
Use Google’s OLD internal motto: Don’t be evil. Lying to customers is no good. Short term, maybe you make some more money. Long term, not so good. Be honest about your product. Focus on your customers and what the thing you are selling will do for them. And don’t make shit up.
The headaches that come with people regretting their purchase will cost more than it’s worth. Plus… it’s evil. Being evil is not why you are in business. I mean, you’re not Facebook…
Features that do cool things like subscriptions, product customization, popping out extra info are all really cool. When done well, they can be huge conversion boosters and generally cool features.
But they can be overdone. They can make it hard to buy, especially on mobile devices.
Make sure that every feature like this adds something to the experience instead of creating friction.
This is one place where it’s fine to make people scroll a bit. This is an important stop on a journey, so it’s cool to get out, stretch your legs, and breathe.
You can add information that matters to buyers, like product specs, stats, materials, manufacturing processes. But you might hide this behind an accordion style drop-down, tabs, links to somewhere else on the site, or just put it further down the page.
The most important thing is to give everything space to breath and stand on it’s own.