- Marketing Qualified - A Reel Axis Publication
- Posts
- 3 mistakes to avoid on product pages
Happy Friday, Happy March, and welcome back to Marketing Qualified. Let’s dive right in.
3 mistakes to avoid on product pages. Homepages get all the hype, but product pages are crucial to conversion. Make sure you’re doing them right.
An important reminder. Every marketer needs to remember this.
🤦♀️ 3 mistakes to avoid on product pages.
Besides the homepage, product pages might be the most important sections on a website.
They’re the main place where potential buyers can learn the details of what a company offers and decide if it’s the right solution for them.
Yet, there are 3 common mistakes that we see on product (and service) pages all the time.
1) Leaving room for doubt.
Marketers must understand their target audience on a deep level. Understand their wants, goals, pain points, and objections. All of that needs to be included on product pages.
When a potential customer lands on your product page, you can’t leave them room for doubt.
Tell them:
How your product fulfills their wants.
How your product will help them achieve their goals.
How you’ve addressed all their pain points.
How you’ve solved their objections.
An example of an industry that does this amazingly well is online fashion. Learn their ways and steal them for yourself.
Take this t-shirt product page from Old Navy. Every part is designed to eliminate doubt.
They show photos of models with different body types so a potential buyer can imagine what the shirt might look like on her body.
Extensive Product details explain the material and fit so the buyer knows what it will feel like on her body.
Stylist suggestions help the customer see exactly what pairs well with the t-shirt.
(Bonus points because this is a great cross-selling opportunity!)
User-generated content shows the buyer what the t-shirt looks like in real life. Not just high-gloss model images.
2) Not visualizing customer problems.
67% of buyers say high-definition visuals are more convincing than plain text descriptions.
So many B2B product pages contain walls of text with little to no visuals. Don’t do this!
Show, then tell.
Again, the B2C industry is much better at this. Follow their lead.
A great example is this fun interactive wallet graphic from Bellroy.
It visually shows buyers how they solve the thick wallet problem and helps them visualize their wallet compared to a Bellroy wallet on a scale of 1-10.
Which do you think is more convincing and effective: this graphic or some paragraph explaining how slim a Bellroy wallet is?
3) Saving FAQs until the very end.
53% of shoppers will abandon their purchase if they can’t find a quick answer to their question.
If you bury answers at the bottom of your product page in an FAQ section, site visitors might leave before scrolling that far.
Pepper in answers to commonly asked questions throughout the product page. Don’t make buyers go digging or scroll to the very bottom.
📰 In the news this week.
🕵️♂️ Guide to evolving data privacy approaches in marketing.
🌎 How Instagram became LinkedIn for Millennials.
📱 How US adults use TikTok.
👨🏫 Why & how to work expert interviews into your content.
📊 2024 LinkedIn demographics that matter to marketers.
🤔 An important reminder.
Reminder: People don’t buy products. They buy solutions to their problems.
Focus on the problems you solve for your customers. Show them the journey. Where they are vs. where they want to be.
Then tell them why you’re the key to getting there.
😂 Marketing meme of the week.
How'd we do with this week's newsletter?
A READER’S REVIEW
Enjoy this newsletter? Forward it to a friend to spread the love.
Want us to write about something specific? Submit a topic or idea.