Your product page is the closest your customer will get to interacting with your product. You've built an interest with your brand, trust with your home page, and now it's time to close the gap to make that sale. So where do you begin with a well-designed product page? I believe there are three key pillars to keep in mind when creating your product page. Pillar 1, communicate value.
Pillar 2, communicate trust. And pillar 3, communicate urgency. In this lesson, I'll go into more detail on how to design your product page with these three pillars in mind. Also, I share some advance tips and apps that you can use to grow as well. Let's start with the pillar 1, communicate value. So how do you help your customers feel like they're getting a deal or purchasing a high-quality product?
There are a few ways of course. First, you must share a strong product description paired with great product photography to give enough information to persuade that add-to-cart click. Another option is to use price anchoring. This is a feature where you can show your original price and have it crossed out, and then show the new and improved price.
I'll show you how to do this in your Shopify dashboard in the implementation phase. You can also communicate value by offering a discount. You want to ensure you're still earning enough margin to be profitable of course, but you should experiment with different discounts on your product page to see what would trigger a purchase. Shipping can be expensive, and it can be an incredibly challenging aspect for your business.
In the world of two-day shipping expectations, customers often expect a shipping deal. However, if you're a small business owner, you may not be able to do it. So how could you? One option is to encourage free shipping if they've purchased over a certain amount. And for example, free shipping over $50 works really well. You can encourage customers to reach a certain amount of your product by offering bundles as well.
So if you purchase three products that can go together really well, they can also get free shipping on top of that. Your copywriting is also important to convey value in your product page. One way to ace copywriting is to ensure you share the benefits by purchasing your product. This is important, so your customer can understand what they'll really be getting from purchasing your product and not just explain what the product actually is.
Although your tone and brand is very important, I highly recommend you keep the copy for your call-to-actions and buttons very simple. Use words like buy now or add to cart. A more advanced option is to demonstrate your product in video in your product page, of course. If you want to go above and beyond your sales, demonstrate how the products works with a simple video. I'll share a link to an example in the resource below.
Now let's discuss pillar 2, communicate trust. How do you help your customers trust the product that they see, and it will arrive on time? The easiest way to communicate trust is with your product photography. Your buyers want to see what the products looks like and how it can be used. If you're a beginner, I recommend having at least one photo for your products but make sure it's in the white background.
It's even better if you have photographs of your products in different angles, so try one from the front, the side, as well as the back. After this course, I encourage you to check out Shopify Academy's course on product photography and learn how you can take great product photos on a small budget. Another trust signal is to communicate your return or shipping policy. For example, you can advertise a 30-day money-back guarantee, a 100-day trial or policy, as well as your free shipping and return.
When you start making more sales with your business and your business grows, here are a few ideas to include in your product page to build further trust with your customers. You can share reviews from other customers. One of my favorite apps is Yotpo, and I'll share that link in the resources below. You can also share images from Instagram that your customers have taken with your product. When your customers share products, they also become brand advocates so definitely keep that in mind.
You can reach out to a PR or media company for your business, they'll allow you to share quotes and logos to build credibility on your product page. This could also work with your home page as well. In the resource section below, I've included some links of my favorite companies and the exceptional product pages that they've included with their online store. Now the third pillar of a well-designed product page is to communicate urgency.
You know the feeling when you discover a product on Instagram and you're intrigued? You go to check it out on the website, and you're interested in buying it. But suddenly, you get a text message from a friend and you're instantly distracted. What would encourage your potential customer to remember that they need to buy now and not really put it off? Here are a few suggestions. If true, you can communicate that there's a limited run on a product.
For example, you could say you only make a hundred of the product at a time so customers need to buy and buy now quickly. If you're running a promotion or a discount, you can communicate when the sales end. If a potential customer sees the discount will disappear, they'll be more motivated to use it and purchase immediately. We've come to the end of the lesson. And to recap, here are the three pillars of well-designed product pages.
Pillar 1, communicate value. Pillar 2, communicate trust. And pillar 3, communicate urgency. I'll put this into practice in the implementation phase where I show you how to build a product page. Now head to the next lesson, and you'll learn how to design your checkout.