Email Us
Map Location

How To Make The Most Effective Product Listing Page?

Business Development

If you're an online entrepreneur, your website is your primary source of sales. And if you have an e-commerce website, you're probably spending a significant amount of time designing your product listing page.

A well-designed product page is your first and most potent hook for converting website visitors into buyers. It can also help convert those buyers into repeat buyers.

However, most, if not all, entrepreneurs take their product pages for granted. They believe they can simply get away with just posting a product and let the advertising do the rest.

Unfortunately, this rarely works.

According to a KISSmetrics survey, 96% of visitors are only looking or skimming through a website. If you want potential customers to buy something from your website, you must show them the value of your products rather than an advertisement message.

In this post, our Miami web design experts will share with you the three most essential elements of a compelling product listing page that will undoubtedly convert your website visitors into purchasers.

5 Elements Of An Effective Product Listing Page

1. Product Image

sample product image

This needs to be at the top of the list. Customers will not buy a product if they cannot see it. Your customers are looking for products, so you must show them a product image.

Keep in mind that your product images should be eye-catching and captivating. You must also ensure that the photos are of high quality and have a high resolution so that when your customers zoom in, the images do not become pixelated.

Here are some pointers from our Miami web design experts to help you create stunning product images:

  • Choose a camera. You can use a smartphone if you don't have a professional camera (like a DSLR). Newer smartphones include excellent camera lenses and settings that allow you to customize your photographs for various types of light and locations.
  • Use a tripod that is compatible with your preferred camera. It can be tough to standardize the orientation of the product in each photo as you take more pictures of more products. A tripod will be necessary to provide consistency throughout your products.
  • Decide if you want to fill or bounce the light. Whether you employ natural or artificial light, you'll need to reduce the shadows cast by any potential hard light on the other end of a product. To do this, you can use a fill light to supplement your main light with another, less intense light source or a flashbulb bounce card to "reflect" or "bounce" the main light back onto the surface beneath your product to reduce shadows.
  • Choose between sweep and portrait mode. Backgrounds should reflect how you want your consumers to perceive your goods while seeing them online. Consider if you want a white background or a more dynamic, real-world background.
  • Take a selection of photographs to provide your viewers with variety. Your website should shoot a range of pictures to imitate the same experience that your clients get when they look at, feel, use, and even try on products in a shop.

Because your customers can't try on or touch the item before purchasing, quality product images help minimize purchase anxiety.

2. Product Video

Videos are more recent additions to e-commerce product pages, but they are very important. You can start creating one with just a simple lighting setup, a neutral backdrop, and a smartphone or tablet with a video camera.

According to Google research, "more than 55% of shoppers worldwide say they use online video while shopping in-store." This means that product videos can show functional aspects of merchandise that still images cannot, giving shoppers a more complete picture of a product.

In reality, your product listing page only needs one video. A how-to video is particularly useful for stores selling products with complicated moving parts or other functionality that requires explanation.

Here's one great tutorial video you can watch so you can create how to learn an epic product video:

3. Product Title

A product title is crucial, serving at least three purposes:

  • Making a positive first impression from the listings page or search results.
  • It gives the primary keywords that search engines use to discover your stuff. 
  • If you're using a listing tool, the program will use the title of your item to place it in the appropriate product category.

Keep in mind that many customers prefer to browse rather than search on marketplaces like eBay and Amazon, which offer tens of thousands of categories and sub-categories. As a result, listing your goods in the appropriate category is an excellent way to enhance sales.

Here's some of the information you can put in your product titles:

  • Item specifications such as size, color, gender, material, and condition.
  • The brand name or the producer or designer's name.
  • The model's name (if applicable).

In general, don't be concerned about duplicating the category name or parts of the description in the title.

Just take a look at this example:

sample product with optimized product title
Photo from Amazon

Here are some things you should avoid in your product title:

  • Typo errors
  • Punctuation
  • Special characters
  • Too many acronyms
  • Profanity
  • Email addresses
  • Website addresses
  • Anything false or misleading
  • Brand names that don’t apply to your product

Remember, an optimized product title is key to converting viewers to potential customers!

4. Product Description

Don't approach your product description with the assumption that customers dislike having too much content on a website. Your product description is your opportunity to establish trust, stimulate desire, and establish an emotional connection with your consumer.

It's also where you provide customers with crystal-clear information about what they're purchasing. If customers still have reservations after reading your product description, they're far less likely to convert.

In fact, according to the Nielsen Norman Group's e-commerce studies, "the failure of 20% of users to successfully complete a purchase could be attributed to insufficient or unclear product information."

So, while creating product descriptions, keep the following in mind:

  • Respond to any possible product inquiries.
  • Include information such as size, measurements, item care, fabric kind, etc.
  • Make it appealing as if you're talking to an actual person.
  • Use the tone and language of your target audience.

Here's an example of a product listing with a great product description:

sample product with great product description
Photo from Amazon

Another thing to remember is to list technical details in a tabular format. A popular method for combining this type of information is to use a paragraph or two to bracket tabular or bullet points of technical details.

5. Product Review

Customer reviews of your products are essential e-commerce marketing tools that should be given a lot of space on product pages. Reviews supplement a business owner's product specifications by providing a different viewpoint on how an item looks, feels, and works.

Several marketing studies have demonstrated the benefit of including product reviews on product sites. The inclusion of reviews must be planned initially, but they cannot be used until customers submit them.

Product reviews should be encouraged early on by e-commerce business owners so that they can leverage these valuable tools in marketing and sales efforts. The same is true for reviews from periodicals and blogs; they must be sought out and promoted to be most beneficial.

sample product review
Photo from Spark Fun

Have you been receiving negative reviews? Don't worry! You can turn negative reviews into positive PR for your business and use them to gain more customers.

Read “Turn Negative Reviews Into Positive PR for Your Business” to find out how!

Start Creating A Product Listing Page That Converts

Product pages are a significant point of contact for customers and frequently present the best opportunity for a sale. Once a shopper arrives at a product page, store owners must provide the appropriate information, from descriptions to reviews and photos, to increase their chances of conversion.

At Digital Resource, our Miami web design experts can help you develop a product listing page that employs the most effective strategies used by the fastest-growing brands to convert visitors into repeat customers.

Contact us today to find out how we've helped e-commerce store owners succeed and how we can help you!

Back to blogs

Related Blogs

Want to work for us?

Think you've got what it takes to hang with the pros at Digital Resource? Check out our Careers page to browse current job openings!

apply Today
Digital Resource Awards