Your customer has navigated into a product page and is thinking about buying. What can you do to make sure that the customer purchases from you? Good content and information will make a big difference in conversion rates, but it’s important to focus on the right information. What information is found on a good product page? Let’s walk through a few steps on how to create great selling product pages!

Step 1 – Keep it “Above the Fold”

Try to keep your content all in one easy-to-view page. The less scrolling that your customers have to do to investigate features and characteristics about your product, the better. Keep that “Buy Now” button in their view and always above the fold.

Many eCommerce sites now use a tab feature so that customers don’t get lost when scrolling down a page to find reviews, videos, color options and so on. This a great way to allow customers to keep their eyes on the product and the “Buy Now” button.

Step 2 – K.I.S.S. (Keep it Super Simple)

With product pages, less is more. Don’t clutter your page with paragraph after paragraph of descriptions, features and benefits of the product. Otherwise, you’re boring your customer! Keep the product description short and concise, organize your main selling points with bullet points, and make sure to label and organize common information like weight, dimensions, material (if applicable) and other common data related to your item needs to be organized and easy to see, not hidden in the text of a long paragraph.

Step 3 – Share with Social Media

Let your customers share your products on social networks! A simple tool like “add this” will greatly enhance your customer’s ability to show off their latest purchase. (Not to mention drive more traffic to your site.) If your current e-commerce software allows you to integrate social media into your product pages, make sure you turn the feature on, and that you link everything up to all your social media accounts.

Step 4 – Good Images and Video

Images and video are crucial to selling your products. Remember that customers cannot pick up your product, feel it in their hands, and hold it in front of them. Give them the next best thing: images and video. It’s great to have a static image of your item, but you also need additional images to show different angles of the product or to show the item in action with a lifestyle photo. Any video that can show the product in action or illustrate all the features and details of the product is essential.

If you have the right amount of content, you’ll keep your customer thinking, “Buy now!” And when you show the customer amazing pictures and video, you will see your conversion rates and sales increase.

Now that you’ve got great product pages, your customers are more inclined to purchase from you, rather than go check out the competition. Start to implement these 4 simple steps, and you’ll see your conversion rates increase and receive far less phone calls with people confused about the product that you’re offering.

4 Web Design Tips to Convert Visitors to Buyers

• Remember to keep it “above the fold”
• KISS Keep it Super Simple
• Let them share it with Social Media
• Always use good images and video

Extracted from StomperNet SEO Intelligence Report, November 11, 2011.