Whether your website homepage is the product page, or you have a different offerings across multiple landing pages, your goal remains the same: converting users to customers. Additionally, while the number variable for sales performance is the product itself, the design of your product pages can drastically affect conversions. Combine quality products, effective design and continual testing for slam dunk conversions.
Yes, I included "slam dunk" in the title of this blog so I could drop in a Celtics GIF.
Narrow your value prop down to one or two sentences and prominently display it above the fold. It should be clear and concise, but not oversimplified to the point that no one knows what your product is or does. Users should know what the product is before they have to scroll or navigate to inner pages.
Users don’t want to spend time sifting through paragraphs of copy. A video is the quickest and most efficient way to give a high level overview of your product. However, if your product is self explanatory (at this point, most people know what a CRM is), use video or animation to highlight your key features, customer testimonials, or success stories. Not a tangible product? No problem, screen captures and animation are a great way to demonstrate software solutions.
Under Shopify’s unique value prop, they include images of different devices with several ecomm store layouts. This demonstrates unique customization options, without the need to read the supporting copy. The “While you’ve been reading this page, people using Shopify have sold over $$$” ticker at the bottom of the page is not only eye catching, it creates a sense of urgency. Parallax, product customization features, rich imagery, and interactive elements can help create an immersive experience.
However, simple isn't a bad thing when done well. "Any fool can make something complicated. It takes a genius to make it simple." - Woody Guthrie
Rule of thumb, don’t over clutter your product page. Stick to keeping it clear, concise, and consumable both visually and contextually. There’s no need to dive into the nitty gritty of your product quite yet. Focus more on helping visitors understand the basic purpose, use, and value prop. Clearly link unique product features to inner pages that go more in depth.
People want to know if others were satisfied with your product. Get your biggest fans to become brand advocates on your product page. Including a headshot, name, and title ensures to visitors that the testimonial is legitimate, and you’re not just blowing smoke.
Free trials are awesome. Product tours allow for a very personal interaction with a potential customer, and provide a chance to really discover what customer’s are looking for. Make sure your CTA stands out and is easy to find: place it in several locations, including directly under your product explainer video and unique value prop.