Better Product Pages: Turn Visitors Into Customers
The way you present your product or service is essential to its success — or at least it could be if you know how to do it right. On the Web, like anywhere else, the first impression you make on people is crucial. When selling a product, you want that first impression to be as positive and remarkable as possible.
Once people visit your website, make sure to attract their attention. If you have managed to draw them in, you will need to introduce the product within a few seconds. According to last year’s Google Analytics benchmarking report, bounce rates in the US were as high as 42.5 percent. If people don’t understand what you are offering them or how it works, they will lose interest quickly. Show them that your product is just what they want, that it’s useful and that it adds some kind of value to their lives.
A smart product presentation does all of that. Here, we will cover different aspects of a product presentation and give examples of how to use them to your advantage. The idea is to give you an overview of the different elements that make a product page successful.
1. Attract attention
Before convincing anyone of the quality of your product, you need to make sure it gets noticed. No matter whether people are looking for your particular product, once you have caught their attention, you are in a good position to arouse their interest and get them engaged. The things you can do to catch the user’s eye are limited only by your creativity.
Surprise your visitors
One way to attract your visitors’ attention is by surprising them. Offer them something they did not expect; make them pause and think to make sense of what they see. We like to be surrounded by the familiar, and things that don’t fit our expectations automatically draw our attention.
An effective way to attract your visitors’ attention is by surprising them.
Nike presents its new running shoes in the shape of wings, with the promise of a “Super-natural ride.” The arrangement of these multi-colored shoes and the fade in the middle almost force people to take a second look. The visual is not only appealing, but attracts attention because people are not sure whether they are looking at wings or shoes or both.
2. Explain the product
The way you present the product is crucial to people’s first impression of both you and the product — including what they think of you and whether they understand the nature of the product. Online services and new products especially need clarification in order for the audience to make sense of them. Obviously, if people don’t get your product or understand why they would need it, they won’t pay for it.
How does it work?
A very important aspect of explaining your product is to explain how it works. Basically, you can do this by showing the product in action. And there is a big difference between showing a screenshot of software and showing the software on the device it is intended for.
A very important aspect of your product presentation is to explain how it works.
Square is a perfect example of how to present a product and demonstrate what it is and how it works. The high-resolution image shows how simple collecting and processing credit-card payments on the go can be. All you need is the little Square card reader, an iPhone and the app — no words needed to convey the value of this product.
3. Focus on the main selling point
Most products have many features but only a few or even one selling point that makes them special. Distancing yourself from competitors is important, whether through hardware features, design, service or something else. Point out this difference when presenting the product and show people that the product is different, special and better.
Quality is an effective selling point. And if the product costs a lot, people will want to be especially sure they are getting good quality in return. Competitors might offer the same product or feature but not the same quality. Reflect the quality of the product in your presentation of it.
Quality is an effective selling point for your product
Chanel present all of its products in high-resolution photographs. The images were obviously taken by professionals. The white watch above is bedded in perfectly white soft feathers. The image is extremely detailed, the viewer instantly gets a feel for the quality and luxury of the brand.
4. Don’t underestimate copywriting
On the Web, our senses are limited. We send messages blindly, without looking our correspondent in the eyes. However, our limited senses should not limit our creativity. We can use more than plain images and text to make our point. Our message is shaped by our choice of words, typeface, font size and even punctuation.
Play with words
Puns are a great way to attract attention because they wrap a message in a familiar concept. You are giving visitors something they recognize and are linking it to your own message. Wordplay can be used to explain a concept quickly and convey familiarity.
Puns attract attention because they wrap a message in a familiar concept.
Apple does this very effectively. It pioneered the tablet and puts everything into showing that it is the best in the field. The iPad 3 has a revolutionary display, which is the main selling point of this latest version. The pun “Resolutionary” is powerful and demonstrates in a single word the high quality of the product.
5. Make use of context
The context in which you present a product is just as important as the product itself, if not more so. It is the space in which you show the product in action. It is the accumulation of associations that trigger emotions in customers. It draws people in and convinces them that they need your product.
Trigger positive emotions
You can use a narrative or mascot to add value to the product. Focusing not on the product itself but on the emotions that come with it is a clever strategy. Customers might have plenty of options, but if you sell them the right feeling, they will be easily convinced.
You can use a narrative or mascot to add value to the product.
Fanta uses animated characters who enjoy life to the fullest and have a lot of fun. The slogan “More Fanta. Less Serious.” communicates the idea that Fanta will relax you and let you have fun. There is no reference to the drink itself, such as ingredients. The only thing you see is the emotional triggers of happy characters and bright positive colors.
6. Offer sufficient information
Factual information can be important to selling a product. People make rational decisions based on factual information, especially when purchasing expensive items — at least they like to think so. Factual information not only answers questions people might have about the product, but makes people more confident in their decision.
Convince with facts
Use facts to underpin the message that you are conveying visually. Information helps a person feel more confident if it confirms something they already feel.
Use facts to underpin the message that you are conveying visually.
No one really needs a sports car. But people do want them, and they buy them for leisure. Porsche uses a lot of great visuals to convey a feeling of speed, excitement and precision. Yet it also offers some information with these visuals — some, though, not much; just enough to underpin the emotions conveyed by the image: power, independence and luxury.
Whether you are selling a gadget, software, service or anything else, your presentation will have a direct impact on people’s first impression. And on the Web, which offers many choices and where people can leave your website in a mouse click, this first impression is crucial to your relationship with visitors and to gaining new customers.
A good presentation will draw the visitor’s attention, help them understand the product and even convince them to buy it. Use sketches, detailed illustrations or vivid photographs to communicate your message. Together with thoughtfully written copy, this presentation could well be the most important asset on your website.
This article was originally and in full length published on Smashing Magazine. See the original version for more visual examples.