What’s the secret to building product pages that convert like crazy? It’s actually not as crazy as you might think.

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This is how we do it and how you can do it too.

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The buy box / above the fold

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Think of this as a summary of the product page that gives people the key information they need to make an educated buying decision. Who is this for? Is this the right product for them? Does it fit correctly? What flavor is it? These are some of the questions that should be answered above the fold.

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A quick cheat code for the buy box area is to utilize icons to call out key value props that can help people make their purchase decision.

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Out of the box, most themes also don’t have a great buy box on mobile. More often than not, it’s a good idea to shrink the image size and move the pertinent information up. This will allow you to get your ATC button above the fold which is ideal.

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Social Proof

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Having social proof high on your page can help build trust faster with your audience, especially for longer mobile pages so your shoppers don’t need to scroll all the way to your review section. 

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For this initial social proof section, video testimonials or publications can go a long way with building trust and showing your audience that you’re a reputable brand.

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Educational content

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If someone didn’t buy above the fold, they probably need more information. Below the fold, it’s time to start educating your customers.

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A good starting point here would be to make 3-4 sections that cover the top reasons why people buy your product.

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Us vs. Them

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For brands with clear value adds compared to competitors, breaking it down with an easy to understand us vs. them table is a great way to show where your product excels.

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Use this to your advantage and answer questions that people frequently ask about your products in relation to a competitor.

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FAQs

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Speaking of frequently asked questions, people are lazy and oftentimes skim key information then read deeper in the FAQ sections.

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Basically your FAQ section should act as a catch all for key buying questions that people are asking. FAQs are also helpful if you need to add more educational information but you don’t have a good space for it in a previous section.

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Reviews

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Everybody knows that you need reviews. Social proof is everything when it comes to shopper confidence! 

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A big mistake that a lot of brands make is showing only good reviews. Oftentimes, shoppers will specifically look at the bad reviews to see why someone wasn’t satisfied. If the bad reviews aren’t a major red flag for your shopper or they are a bad review about something that doesn’t apply to the shopper, they can actually add confidence. 

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This is obviously just a rough overview of a possible product page structure so use it as a rough guide as you apply these strategies to your brand.

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