I recently listened to an episode of How I Built This podcast where the co-founder of Away, the travel brand that just raised $2.5 million was interviewed. It was such an interesting episode that further piqued my interest in the brand. The next thing I did when I was done was to check out their line of luggage on their e-commerce website.
As a content marketing professional, the first thing that jumped at me was how optimized the product pages were. It was well structured with adequate information. These included photos, motion graphics and videos of each luggage. I was so impressed that right there and then, I was tempted to purchase a piece of luggage I didn’t need.
Product pages are a fundamental aspect of an e-commerce website. But I noticed that a lot of brands take it for granted. Rather than hiring a copywriter or creating adequate content to optimize the page, they’d rather be lazy about it. While I understand how challenging it might be given the number of products some brands have, I don’t think it’s an excuse especially if they want to make money. Your product pages are supposed to help your potential customer make a purchasing decision as fast as possible. But if there’s not enough information to convince that person to buy a single product, how can you even think of upselling or cross-selling other products?
Now, if for some reason you own a brand and you’re guilty of bare minimum product pages, here are five things you can do using hergivenhair.com as a case study:
Use enough photos
You can’t get away with using just one or two products anymore. You need as many photos as possible (including 360° photos as well) displaying all the angles of the product. Your brand is not even allowed to slack on quality. Make sure they’re high-resolution photos that can easily be zoomed in and out.
What they did: HerGiven Hair tried to use about seven photos for each photo including a comparison photo. Further down, they included a gallery of user-generated photos from their customers to demostrate the different ways the product can be styled.
Add video tutorials
Just because you’re using more photos now doesn’t mean you should skip videos. Take it up a notch by embedding video reviews and/or tutorials to your product pages. They make all the difference and your conversion rate is bound to double.
What they did: A scroll down HerGivenHair’s product page will show how they embedded YouTube video tutorial/reviews of each product in question. If a customer was picky and undecided about the exact length of extension to purchase, the video tutorials seal the deal.
Include adequate product information
You also need to include as much product information as possible. Stand in your customer’s shoes and think about all the possible product details that they might be need. Think beyond the standard features like colour, dimensions and size. Think about the texture, durability and every other detail that might be helpful matter how tiny.
What they did: HerGiven Hair tried to give as many details as possible in such a way that there’s no room for confusion.
Help your customer maximise the potential of your products. If you’re not so sure of non-obvious tips and tricks for your products, try user-generated content. Ask your audience the unique ways they use your product, gather the responses and repurpose them for your product pages.
What they did: A look around the description box shows recommedations and maintenance tips. They tried to cover as much ground as possible.
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