A well crafted product page not only help targeted users and customers understand about the product background, its benefits and the opportunities it offers, it also arouse user's interest in checking out your product on your website, and eventually become your customer.
Below are some tips to write a good product page:
1. Product name
Purpose: To name your product appropriately.
This is the product name that appear on products listing page and on your product page. Use a name that is specific, clearly mention your brand and the distinctive product name for your targeted audience. For example, use "Microsoft Office 365" rather than "Cloudbase office software".
You could also localize the product name with the local language of your target market.
2. Product logo or brand logo
Purpose: To attract user attention and project a sense of credibility.
Use a high quality, preferably transparent background image for your product logo. A good logo image indicate good quality, credibility and reliability of your product and service.
3. Product category
Purpose: To reach your target audience more effectively.
This is the category your product will be listed in on the marketplace. Select an appropriate category helps users find and discover your product more easily and thus helps your product page gain more exposure.
4. Product Opportunities value proposition
Purpose: This is a short, enticing sentence to capture user's immediate attention to check out the product. So it should be attractive, short and answer the question of “what is in it for me?” when the user sees it.
This is a very important information that potential customers will first see when they come across your product in a product listing page. It highlights the attractive opportunity your product offers, in order to capture their attention and visit your product page.
- Focus on core value proposition of the product (eg. Earn money by teaching online) rather than short-term or one-time off value because they will expire and become invalid shortly (Eg. Sign up this month to get $5 discount).
- Include the keywords of your product in the sentence (eg. Most lucrative teaching platform, worldwide students etc.).
- Limit it to 300 characters so that it is easy and quick to read. Start the value proposition with a Verb so that it is action oriented and it will position itself as an opportunity offered by the product to the user, an opportunity not to be missed.
For example: "Earn money by teaching online and share your passion with worldwide students around the world. Top earning teachers make $100,000+ each year, join the most lucrative teaching platform today!"
5. Product quick overview
Purpose: This is a paragraph about the product or service. The content is to give a quick introduction about the product, to show credibility and reliability.
- If the product is also the company (eg. Uber), a short description about the brand or the company should be included in the content to enhance the credibility of the product.
- Give a summary, either in paragraph or in points form, about how the product works or how users use the product.
- Include a disclaimer for your product if need to (eg. product related to Investment, Health, Medical etc.).
6. Product opportunity overview
Purpose: This is the content about the benefits of the product or service, and the opportunities that it brings to the users, such as earning money, growing assets, improving health, saving money etc. The content is heavily focusing on benefits (not features). Even if product features are mentioned, it has to highlight the benefit that feature brings.
- This content convey a more detailed information about the benefits and opportunities offered by your product to the customers. You could point out your product features and how each feature benefits the customer, or how much users can earn, or how much users can save etc. This content should be strongly benefit oriented.
- To test if the writing is benefit focused, ask yourself “So?” after reading a sentence to check if it is just talking about features. If the sentence can answer the “So?” question, it’s likely benefit focused. Eg. 24/7 global network availability (feature), it allows you to trade anytime anywhere in the world to lock-in your profit (benefit).
- In addition to the product's benefits, you could also include limited time promotion information to encourage potential customers to take action.
- End with an Call-To-Action statement to wrap up the product benefit and opportunities with a positive tone, and encourage users to take action to try the product. Eg. “Start getting fit today by using….” or “Get started today with….” or “Try [product] now to enjoy….”.
7. Reward Types (optional)
Purpose: To make the opportunities offered by your product more attractive.
If your product offers rewards or incentives to the users, you could select what rewards types the user may receive. A respective icon for the rewards type will appear on your product page.
8. Product page creative
Purpose: To include a short product introduction or brand video to engage with users who prefer to watch video rather than reading, and also make the product page more interesting. Video and banners also serve as another CTA for users to click and visit the product’s website.
- Include a YouTube video about your product or brand; or showing some banners and images of your product not only make your product page more interesting, it could also increase the user engagement rate substantially.
- Avoid using long video as that may cause impatient users to drop out.
- Avoid using 3rd party content which does not belong to you, it could cause the product page being disapproved or the creative being removed without notice.
9. Product page user reviews
Purpose: To build and maintain product's reputation by responding to user's feedback.
Online reviews hold immense power. They influence customer perceptions, shape buying decisions, and ultimately affect the bottom line of your business. Once the product starts receiving user feedback, engaging with them on the product page —whether positive or negative—can significantly impact your product’s reputation and engagement rate.
Having a good product page is essential to your success on the marketplace. A good product page could help creating awareness for your product and creating a good brand image among the targeted customers.
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