Product Page Extras: Product Content That Will Help You Stand Out
The above are all important elements of a helpful and effective product page — but they’re also elements that nearly every product page on the internet contains. How can you truly make your product content stand out?
The exact answer will depend on your approach to branding and what your consumers value most. But these ideas can get you started.
Customer Reviews
The majority of online shoppers rely on reviews when making purchasing decisions. Review platform Trustpilot found that 89% of global consumers read online reviews, and 49% consider them to be a top influence on whether they buy. The social proof of reviews makes your brand appear more trustworthy while also helping your shoppers learn more about your products.
Videos
Show your product in action. A video provides more information than a static photograph and is more engaging.
Recommended Products
Consumers now expect that product pages will recommend similar products or products that are often sold together. This makes it easier for them to find exactly what they want, and it also gives you opportunities to upsell. A best practice is to personalize the recommended products section based on past user activity.
FAQs
Addressing common consumer questions helps shoppers learn more useful information about your product while also boosting your brand’s trustworthiness.
Customer Questions
This is similar to FAQs, except shoppers can submit questions and publicly receive answers from brand representatives. Your brand establishes trust by demonstrating its responsive customer service while future shoppers gain more helpful information about the product.
Product Comparison Charts
Showing how a product compares to similar products you offer can help shoppers select the item that best meets their needs.
Customer Support
A study from customer relationship management (CRM) company Salesforce found 92% of global consumers return to a brand after a positive customer service experience, so it’s important to ensure customer support is easily available to all shoppers. The same study found that 83% of people want to solve issues immediately, so make sure you’re enabling this kind of frictionless support through accessible channels like live chat.
Return and Other Policies
Make it easy for consumers to find information about returns, warranties, and similar policies by putting them right on your product page. This helps shoppers buy with more confidence.
User-Generated Content (UGC)
Social proof will always be more effective than product copy in convincing someone to buy. A recent study from social content platform Tint found that 72% of shoppers trust the testimonials of fellow consumers more than they trust the brands themselves.
That’s why user reviews are important, but many successful brands go beyond reviews. To leverage even more user-generated content (UGC) on your product page, consider letting satisfied shoppers share pictures or videos of the product in action, either as part of their reviews or in the form of influencer social posts.
Beautiful Design
The color scheme, layout, and other design elements you choose when designing your product page all send a message about your brand identity.
Many product pages are simple and streamlined, and that may be the right choice for your brand. Other brands find success with colorful, eye-catching product pages.
Enhanced Content
Enhanced content, also called rich media, below-the-fold content, or A+ content, goes beyond the bare minimum product content to deliver additional product content with a wide range of engaging assets like image galleries, feature tours, comparison charts, PDFs, and more.
Enhanced content solutions can help brands create engaging product experiences at scale, helping them optimize their content strategy to boost conversion rates. Salsify internal data found that brands with enhanced content had 15% higher conversion on average compared to brands without enhanced content.
Why? Enhanced content helps to engage shoppers and answers any remaining queries to help them make a more informed purchase. Creative or interactive approaches to product content keep shoppers engaged and encourage them to linger on the page.