Jul 6, 2021

Complete Guide to Write & Design Ecommerce Product Pages (w/ Examples)

Shrikant Damani, Growth Marketer
Shrikant Damani
Complete Guide to Write & Design Ecommerce Product Pages (w/ Examples)
Shrikant Damani, Growth Marketer
Shrikant Damani
Jul 6, 2021

Complete Guide to Write & Design Ecommerce Product Pages (w/ Examples)

This 3000+ word guide collects tools, tips and examples to help you create high performing product pages that convert. Must-read for ecommerce marketers in 2021.
Complete Guide to Write & Design Ecommerce Product Pages (w/ Examples)

Table of contents

For any individual or organisation trying to create an online presence today, a website is a must - it serves as a platform for prospects to turn into buyers and make a purchase.

It’s estimated that there will be 2.14 billion global digital buyers in 2021.

That’s a lot of potential customers.

In fact, with an expected global population of 7.87 billion people, that’s about 27.2 percent of the world’s population shopping online.

What’s more, this number has been rising rapidly over the years and is expected to continue doing so.

Source- Emarketer

When it comes to a website, a lot of attention is given to the homepage. But businesses often miss the fact that purchases happen on the product page - that’s where the focus needs to be.

On average, only 2.42% of e-commerce site visits convert into purchases.

In this guide, we will talk in detail about product copywriting that is an integral part of website copywriting.

Product pages are the ‘almost-final’ step in your customers' buying journey. It is here where the decision that matters most is made.

You can consider your product page to be the digital alternative of a customer holding your product in their hands in a store. The aim of the page is to deliver all the information they’d receive by looking at your product, and more.

Product pages that manage to successfully recreate the 360° experience of a store tend to perform better, rank better, and convert better.
There are so many different features and variations you can choose when building a product page. In this article, we will discuss all of that and more. Let’s dive right in.

Product Page & SEO

What is a product page?

A product page is a page on a website that describes each aspect of a product (including features, uses, and other information), and it's intended to help customers make a buying decision. Product pages are a major touch point for customers and often present the best chance of making a sale.

How does it help in SEO copywriting?

One of the biggest benefits of successfully designing a product page is receiving a higher SEO ranking. 

When your product page ranks for appropriate keywords you receive organic traffic with genuine buying intent and interest in your product. Talk about being present at the right place and at the right time!

Other than the fact that SEO drives 1000%+ more traffic than organic social media, SEO leads also have a 14.6% close rate.

The basics: What makes a great product page?

In theory, product pages are simple. You want to give your ideal customer the right amount of information to help them buy the product they want, and convince them that buying this product is going to work out for them.

Neil Patel - a New York Times best-selling author, SEO Guru, and the founder of NP Digital - says :

“Your customers have to know what they’re going to get out of your product. If they don’t, they are not going to and around your page to find out.”

But that’s easier said than done, right? Copywriting for products is more challenging than it looks. 

While every product deserves a unique combination of elements for a product page - there are basics that you have to get right for every product out there.

Here are some elements to keep in mind when you write product copy-

Product Title that speaks for itself

Product titles bring a visitor to your product page and continue to read further. They are also the first measure of the appropriateness of your product vs what the buyer is looking for.

Product Description that highlights the USP

Product descriptions are the creative playing field and truly make or break the purchase for you. Good product description writing will effectively arouse an emotion and help build a picture of the customer's life after the purchase.

A Simple & Clear Call-to-action (CTA)

A clearly visible, easy to access CTA button can change your sales numbers in front of your eyes. CTA buttons that contrast well can speed up the process of your customer buying the product.

Great product photography & visuals

Product images complete a product page UX design. A healthy combination of clear background and lifestyle photos, or a combination of the two, give the customer a visual cue. Optimising their names, size, and ALT Text can also add SEO benefits.

A bunch of SEO Elements to rank

Google remains one of the primary ways your customers will find you. Hence, it is best to be equipped for the search engines. Using Title Tags, Meta Descriptions, and Keywords across your page can increase traffic to your product pages.

Social Proof from customers

Social proof like Customer Reviews, a Featured Testimonial, your thoughts, or even mentions of awards or press coverage are proven to increase conversion rates. Some studies have even shown that having any rating or review, regardless if the rating is positive or negative, was a key factor in improved conversions.

Related Products to check out

Giving your customer a peek into what else they can buy through Related Products can increase the time they spend on your website. While some people are afraid this leads them astray and eventually away from their product of choice, customers will usually find their way back.

Best Product Page Examples (and why they work)

Now that we understand what forms the basis of a good product page, let’s deep dive into how some great product pages have interweaved these elements.

In this section, we will reflect on product copywriting examples and uncover copywriting secrets. Let’s dive in.

BOOM! - Social Proof used at its Best

Boom! by Cindy Joseph is a pro-age cosmetic and skin-care brand.

When you’re writing product descriptions for your online store, you have an idea about your products.

You can guess how a bedsheet might look in a standard bedroom or how a dress might fit an average person.

But you are not your customers.

In some cases, customer reviews can give you valuable insights about your products.

Here’s how Boom! uses customer feedback on their product pages:

The product page begins with a powerful customer review. And goes onto the description which begins with the USP of the product.

Since it’s a bundle of products - and a first-time customer might be hesitant to purchase it - it tactfully allays that fear by showcasing that the customer will save money if she chooses to buy this.

The call-to-action is clearly stated and uses a contrasting color to stand out. 

Notice how the company adds “money-back guarantee” information just below the CTA. This way, the customer’s confidence is further strengthened.

Boom! creates content with their customers and partners where they explain how they use the company’s products in their everyday lives. Then, the company uses that content on relevant product pages.

They also embed a short video where the company’s CEO walks visitors through how she uses the product. It’s a simple yet personal touch that educates visitors about Boom’s products.

Finally, Boom lets visitors easily read and filter product reviews:

Key Takeaways - 

  • Collect insights from your customers about how they use your products, and turn them into site content. Then, link to your content on relevant product pages.
  • Use product videos to show the item in action.
  • Allay customer objections tactfully.
  • Add filters and a search function to your product reviews to make them easier to read through.

Apple - Simple CTA that works like a charm!

Apple, the brainchild of Steve Jobs, Ronald Wayne, and Steve Wozniak, is a brand that needs no introduction.

Apart from their world-class, premium products, what catches the eye is their product pages and amazing conversion copywriting. They are simple and a true example of how you can play with words to turn your visitors into customers.

Website users usually skim through the website pages, and Apple knows this well. The product pages have headlines in bold and use the power of words to sell their product.  

Notice how they do not go around explaining the product rather start with a direct, simple CTA such as “Buy iPhone 12 Pro”.

What you see on the product page is a clear, concise description of the product with minimal words. The content is interactive and uses questions to keep the reader intrigued. 

Notice how the introductory sentence is a direct question- “Do you have a smartphone to trade-in?”

You need to choose between Yes and No. A Yes follows with a series of questions before you have to answer another question, while a No takes you away from it. 

Next, you are prompted to choose the desired model. Based on your choice, the key features are made visible. 

Another remarkable feature is the design of the product page. It is simple and conveys the message without stuffing words.

Apple copywriters are word wizards who convey the USP of the product with minimum words. 

Finally, the product page ends with a list of FAQs that clears some of the most asked queries. 

Key Takeaways:

  • Understand your brand voice
  • A good product page lets readers browse through the features without being pushy with the content.
  • Small relevant taglines that highlight the USP make the copy effective in persuading the visitors to order the product.

Bellroy: Multiple Choices To Garner Customer Attention!

Bellroy is a decade-old company that manufactures and sells premium wallets and travel accessories. 

Imagine you go into a retail shop and look for a headphone. You would ask the shopkeeper to show you the best one as you tell them your requirements. What will you expect from them? 

Naturally, you would expect them to show different variations of headphones, right? This gives you the power to choose a product that meets your budget and design requirements.

The same is the case when you create a product page. Giving your customers the liberty to choose the best model is one of the ways you can enhance the overall customer experience. 

Take Bellroy’s product page, for example. 

First, it intrigues the reader with carefully crafted words that showcase the descriptions. 

Next, it uses fonts and designs which are easy on the eye to highlight the features of the product. Notice how they avoid monotony by using alternate images and texts to convey their point. 

The page has a small video to highlight the wallet's quick access feature. It adds curiosity and ingrains FOMO into the reader's mind.

Finally, it ends with suggesting customers to look through other similar products. 

Key takeaways:

  • The use of images and texts beautifies the page and keeps the readers engaged with the content. 
  • You can give out suggestions to your visitors and let them choose to buy your brand’s products. It adds authenticity and creates customer satisfaction. 
  • A subtle yet impactful product page design is enough to convey the true essence of your product. 

Leesa: Product Description That Hooks the Readers!

Leesa is an online store known for its exceptionally comfortable mattresses that suit all the sleep types and price point.  

Do you know what drives away visitors from any product page? It is stuffing your website with a wordy, irrelevant product description.

A product description needs to highlight the USP of the product and be readable and relatable. 

Complex jargon is a big no. 

Leesa’s product page is a perfect example of a product description that has elements to keep the readers engaged-  Use of icons and minimal text, and a table that compares the brand to its competitors. 

The beautifully captured product images take the centre stage create an enticing product page. 

They smartly have used tags on the product image to lure the customers with special offer that comes with the product. 

It also lists down the perks of choosing the product alongside the features. 

Great copywriting is half work done. Notice the use of “our fan-favorite.” It subtly sends a vibe that this particular product is popular among customers. 

It uses small icons followed by short paragraphs, which makes the webpage scannable yet persuasive. 

Finally, it addresses some of the most common queries that show their concern about customers’ views. 

Key Takeaways:

  • Product descriptions need not be lengthy and boring. 
  • With the right words and bullet points, you can create a powerful copy that sells the product. 
  • Be creative in highlighting the unique features of the product. 

Poo-pourri: A Perfect Combination Of Descriptive Features And Social Proof.

Poo-Pourri is an online store that sells toilet sprays. 

What do you do when you have an unconventional product to sell? You make it interesting and showcase its various uses.

This is what Poo-Pourri does through excellent conversion copywriting. The web copy is an exceptional piece of word art. Simple words weaved together to keep readers hooked to the page till the very end. 

They have a video that describes “How it works” like it genuinely cares that you understand how to use the product. 

Notice how they use vibrant colored icons to explain how to use them.

They ensure that customers know their product is completely safe and natural. Notice how once they walk you through the features of their product with bullet pointers, and include a simple CTA. 

Finally, they end the product page with an array of customer testimonials and reviews. Social proof creates trust.

Key takeaways:

  • Choice of words can make or break the deal. 
  • Imbibing customer testimonials and reviews adds authenticity to your claims about the product. 
  • A perfect balance among texts, images, and videos is the key to SEO rankings. 

Copy first? Or design? 

At a first glance, you might be tempted to go for an attractive product page. Who doesn’t love a good looking design? 

However, numerous studies give us a clear winner: It’s the copy. Hubspot found a copy first approach results in a 20% increased conversion rate

A good copy is far more than a few sentences stitched together with a few jargons thrown in. It takes a strategic approach and understanding of human psychology to craft an effective copy. 

AIDA Copywriting Framework for Product Pages

A breakdown of these high-performing product pages tells us that a good product page is a combination of user-friendly design and well-written copy. A product page that just ‘looks’ attractive doesn’t always make the cut.

The perfect combination of design and copy is not the easiest to achieve. If you’re wondering how to write a product page, it comes with trial and error, and with lots of testing and optimizing.

But there is a copywriting formula that can make the process significantly easier. It’s called the AIDA framework - a psychology-backed model based on customer journey. 

Let’s dig in to understand this model better and learn how to apply it.

What is AIDA:

AIDA stands for attention, interest, desire and action. This is a century-old copywriting framework used for enticing readers and inspiring action. This framework can radically improve your product page conversions.

As Marketing Maestro, Sean Vosler notes, “Using a hierarchical system, such as AIDA, provides the marketer with a detailed understanding of how target audiences change over time, and provides insights as to which types of advertising messages are likely to be more effective at different junctures.”

But first, here is a brief explanation for better understanding: 

Attention: An effective copy must attract the readers’ attention first. You want your audience to take a look at your copy and immediately think “It’s interesting. Let’s see what is here”. Once you hook them, they are ready to go to the next step. 

You can accomplish it by writing compelling headlines or by stating an interesting value proposition. 

SEO Guru Neil Patel makes a very valuable suggestion about Headlines in his blog, . 

“I recommend that you stay away from clickbait titles that make huge promises and leave the reader annoyed. Tricking the user for a short-term click will hamper your brand image.”

Interest: To make the conversion happen, you must retain readers' attention. The more engaged they are, the better the chances of conversion.

For better engagement, you should give them a reason to stick around. Some intriguing facts, great storytelling or maybe some compelling argument - you can go any of these routes. 

Desire: We do business with people we trust. Your readers aren't an exception either. Once they read about the product/solution, more questions pop up in their heads: 

“Is this brand a better fit than other solutions?”. “Does this brand have credibility?”. 

And they try to find the answers by reading your copy. They look for clues of your credibility.  

The goal of this stage is to earn trust and establish credibility. Once the readers feel your solution is what they need, they go from just interested to willing to do business with you.

Copywriting teacher Ramit Sethi advises, “Any time you find your copy drifting into the clouds, bring it back down to the ground level with some specific examples”.

Examples here don’t necessarily have to mean testimonials or case studies. Backing your claim up with details is a great way to ground your copy.

Feeding them more relevant info and showcasing social proofs do the trick here. Great copies use customer testimonials and proof of the brand's expertise to build trust. 

Action: In the previous three stages you prepare your readers to take action. In this last stage ideally, readers should be deciding if they want to book a demo, purchase your product or pay for the subscription. 

Crystal clear CTAs and symbols of trusts (to make them feel safe about sharing their info) are your tools here. 

AIDA model in product page copy: A product page copywriting

Basecamp is a productivity tool that helps users to manage their workflows and team collaboration. Despite having a small team of 50, they valued over 100B USD and make millions in profit every year. 

Their incredible success comes from paying attention to details, including their copies. To showcase the AIDA model in action, let’s break down their product page. 

Because of the covid 19, many companies now are managing their team remotely. For many, it was not a smooth transition.

Instead of writing a generic headline, Basecamp addresses one of the biggest pain points of their customers: remote working. The headline is short, clear and magnetic to the right audience. 

This is the “interest” part. Basecamp proposed a solution, “The Basecamp way to work”. They promised Basecamp can keep the teams on the same page without any stress and micromanagement on the users’ part. 

But why should you choose Basecamp over others? The answer comes in the next section. 

You can see how copywriters at Basecamp placed customers' testimonials. They purposefully mentioned the CEO of Shopify at the top. Shopify itself is a reputed brand. By mentioning them at the top Basecamp indirectly earned more “trust points”. 

There is more. Folks at Basecamp understand the nuisance of team collaborations better than most people. They even published a book on it. On their product page, they used their book to appear more authoritative. 

Last but not the least, at the bottom, there is one clear CTA. 

Customers sometimes bail out if there is a very strong CTA. No one wants to feel pressured or get shouted at. 

That’s why CTA is low pressure: “Give Basecamp a Try”. On top of that, there is another piece of social proof to blast even the last bit of hesitation the reader may have. 

Overall, it’s a great product page example that applies AIDA copywriting formula.

Tell Better Stories on Product Pages at Scale with Scalenut

The AIDA framework is just one among many models for product page copywriting. Every product/ service needs a personalized approach and an emotional connection with the visitor.

At Scalenut, our creators are well-acquainted with such models, consumer behaviour, and the complexity of buying decisions. 

They can interweave these elements into a high-performing product page for your products/ services. 

The Scalenut Marketplace connects you with our expert creators. Here’s how you can request content for a product page at the platform-

  • Simple form to request the content

Communication is key when it comes to content creation. If you have worked with freelancers, you might have felt a communication gap, or a need to follow up multiple times. 

At Scalenut, we have curated a simple form to request content with a different set of questions for every content type. This allows the talent pool to get the brief they need, at once.
Based on the brief and the work intensity, you will get an estimate of the expected turnaround time. Which means, you don’t have to follow up time and again.

  • Match you with Great Copywriters on Scalenut

At Scalenut, we recruit our talent pool from a wide range of industries like Education, Fashion & Lifestyle, Tech, and so on. And in every industry, we recruit talent across different levels of experience.

Everytime a new client is onboarded, an industry tag is given to the client which is similar to the tag given to the freelancers at the time of onboarding.
For example, an AI-focused company is tagged with freelance experts from a tech background.

When you place a request on the Scalenut Marketplace, our process makes sure that it is assigned to the best-suited freelance expert. Here’s how it happens-

  • Tag mapping - your request will be matched with an expert in your industry. Within every industry, we have a talent pool with 2 to 7 years of experience - making sure that each request is well taken care of.
  • Previous work done for you - preference will be given to freelance experts who have worked for you before. This ensures consistency in tone of content.
  • Your rating of the freelancer’s previous work - on the dashboard, you can rate every project you complete with us. And the next time you place a request, we will match it with freelancers you rated the highest. 
  • Collaboration tool to track WIP - When collaborating on a project, it is inadvertent that either party may have something to say.
    For example, the freelancer may have a query regarding the brief or something that they think can be added for a particular piece.

We understand that you can also have additional information to convey to the person working on a particular piece that you did not have while creating the brief or missed out on for some reason. 

The Scalenut Dashboard is equipped with a Comments tab that allows two-way communication between clients and freelancers.
It works like any other messaging app, allowing to-and-fro communication. All of it works seamlessly to ensure that you get the end product you had in mind while engaging with a freelancer. 

  • Two Layers of Quality Checks

At Scalenut, quality comes first. We make sure that you get the best output for every content request you make. 

This is made possible through two layers of quality checks -

  • Scalenut Quality Report -
    Scalenut's QualityX is an auto-generated report that checks the content on more than 30 parameters like plagiarism, readability, SEO, and more. It ensures that the content's readability & language is perfect for your user. The report is attached with every request you generate.
  • Scalenut Expert Review -
    Every piece of content is QC’ed by an expert at Scalenut.
    The Scalenut expert serves as the point of contact between you and the freelance experts. She understands your needs and your brand inside out - to make sure every content piece is consistent with your brand tone and image.
    She ensures the structural flow of the content is in sync with the brief, and that the content is suitable to your target audience. This results in a content piece that is in line with your expectations from all perspectives.
  • Easy consolidated payments that incentivize you to create more
    Scalenut’s mission is to help you tell better stories at scale. To encourage businesses like yours to create more content, we help you save as you create content. Here’s how we make that possible-
  • Standardised pricing
    You don’t need to negotiate on individual requests. Prices are defined, standardised and you know how much you’re paying for before you place the request.

  • Refunds
    In case you order a 800 word blog and the creator is able to turn in a great 600 word piece that works for you, we’ll refund you for the 200 words. This is automatic and credits are available for your next purchase.

  • Buy in bundles to save
    Every recharge for Rs. 20,000 or more gets you 25% extra credits for free. 

Join us at Scalenut and unlock the potential to scale your product pages with content created by experts.

Shrikant Damani
Growth Marketer
ABout the AUTHOR
Shrikant Damani
Growth Marketer

Shrikant is a growth marketer at Scalenut, where he focuses on developing strategies to nurture the Scalenut community and improve user experience through content marketing and SEO. In addition, he works to enhance the quality of AI outputs through prompt engineering. A MICA graduate and a Chartered Accountant, he utilizes both his creative and analytical skills to create effective solutions.

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