How to Design a Product Page that Sells

Learn how to create an effective product page that grabs customers’ attention and encourages them to buy.

Illustration of a product page with animals on it

No matter what you sell, an effective product page can be the difference between making a sale or losing the customer to one of your competitors. Product pages are often where people make their final purchase decision when shopping online, so it’s crucial that your page captures their attention and contains all the information they might need before they buy.

With these tips—and Mailchimp’s free landing page builder—you’ll be able to quickly create pages that help you sell.

The anatomy of a product page

55% of people spend less than 15 seconds on any given website, so once someone arrives on your product page, you’ve only got a short amount of time to spark their interest. To do so quickly, be sure to display the most important information—like the description, product images, price, and an “add to cart” button—prominently near the top of the page.

And since most people will instinctively read the page from left to right, you’ll want to lay out the most valuable content on your page accordingly. In some instances—like if you’re selling a t-shirt, for example—you might choose to lead with product images on the left side of the page. If, however, the functionality of your product is a bigger selling point for your customers, you might instead want to lead with the description or product specs on the left side.

The image on the left is an example of a product page that uses visuals of the item to grab customers’ attention. The image on the right is an example of a page that leads with the features or functionality of an item.

If you have more to say about your product than you can fit on the top half of the page, don’t worry. As folks scroll down the page, you can share additional information, including testimonials, videos, a detailed list of features, or anything else you’d like.

Write a compelling product description

One of the most important elements of any product page is a well-written product description that clearly states what you’re selling and why a shopper’s just gotta have it. As with all of your marketing, the copy on your product page should be on-brand and relevant to your audience, but there are a few other things to keep in mind as you write a description of your product.

Be direct

Research has shown that 79% of people tend to scan a webpage instead of fully reading it, so the first description that customers see on your product page should be clear and to the point. Don’t be too salesy or use a bunch of clichés; just provide straightforward information that will help shoppers make their purchasing decision. Remember: you can always include additional details or a longer description later on the page.

Answer questions that shoppers might have about your product

Before making a purchase, shoppers will want to be sure they know exactly what it is they’re buying. While you probably won’t be able to anticipate every possible question that could arise, you will want to make sure that customers have enough information to buy with confidence.

If you’re selling a piece of clothing, for example, tell shoppers what type of fabric it is and how they can expect the item to fit. Or, if you’re selling a piece of furniture, share the dimensions of the item, the materials used, and if it requires assembly once they receive it.

Bring your product to life with images

Customers aren’t able to physically interact with products while they’re shopping online, which means they rely on your pictures to help convince them to buy. In fact, 92% of consumers say that visuals are the top influential factor affecting a purchase decision, so make sure that the imagery on your page conveys texture, size, scent, or any other aspects of your product that might be of interest to your customers.

Multiple images are better than just one

In their 2018 consumer research report, Salsify found that 73% of people want to see 3 or more images when considering a purchase. Fortunately, most smartphones come equipped with great cameras (and built-in editing tools, too), so even if you’re not a photography pro, it’s easy to take as many beautiful, high-quality pictures as you need.

Show different angles

Help your customers visualize what the item looks like in person by using images from different perspectives or proximities. If you’re selling a piece of clothing, for example, customers will want to see what it looks like from different angles while being worn.

As you plan your photos, be sure to include at least one “in scale” image, too; 42% of people will try to determine the size and scale from the images on a product page.

Use lifestyle images

Lifestyle images are a great way to tell the story of your product—and to help your customers imagine how they might use it in their everyday lives.

Incorporate locations, props, and people that will give your audience more context about the thing you’re selling. For instance, if you sell swimwear, consider visiting the nearest pool (or beach) to take some photos. Or, if you’re a coffee roaster, you could round up a few friends and photograph them enjoying a cup of your newest blend—with the bag of beans prominently featured, of course.

Need a few more tips about lifestyle photography? Check out these helpful resources from Shopify, Jungle Scout, and Threadless.

Several different images of the same product, shown from various perspectives and angles.

Give shoppers a clear call to action

Your product page might have beautiful images and a great description, but if your call to action (CTA) isn’t compelling or easy to find, you probably won’t get the results you’re looking for. A good product page CTA button should:

  • Make it easy for customers to add an item to their cart in just one click
  • Be prominently positioned on the page
  • Stand out from your other content
  • Use simple, action-oriented language

Share more information below the fold

Once you’ve addressed the sections of the product page that people will see as soon as they arrive, you can turn your attention to all the other stuff that might be of interest to your customers as they scroll down the page.

Provide additional product details

If you’ve got more to say about your product than you were able to include earlier on the page, this is a great place to do it. Write a thorough product description to tell shoppers everything they might need to know, include a video that showcases your product, or create a bulleted list (with the items listed in order of importance) to give folks all the extra information they need for their purchasing decision.

Highlight customer testimonials

Take advantage of the positive feedback you’ve already received by incorporating customer reviews and testimonials onto your product page. Shoppers care about the opinions of other shoppers, and a glowing review of your product might be just the thing a potential customer needs to help them make the final decision to buy.

An image showing how a video might be used on a product page.

No matter what type of product you have, Mailchimp’s free landing page builder makes it easy to create a product page that helps you sell it. Our pre-designed template options come equipped with all of the content blocks and design elements you’ll need to get started, and our integration with Square gives you the power to sell directly from your page, no e-commerce store required.

We even offer a custom domains add-on so you can use your existing domain name and a unique subdomain—like the name of the item you’re selling, perhaps—to customize your product page URL and make it look like a natural extension of your brand. There's also some additional landing page design tips to check out before you get started.

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