Magento Product Page Design

After the home page then next step on a buyer’s journey is the product page of your Magento site. So let’s look at the most important aspects you need to get across depending on your product and customer. We will be looking at different product designs, some I don’t like and some which are doing really well.

As with Home Page Design the same factors are at play, buyer mode, sales cycle and key customer objections to buying.

The Product Page will also be a landing page for a lot of your campaigns if someone has searched for a particular product. If someone has typed in ‘blue pinstriped suit’ – you wouldn’t take them to the home page of the site you will take them to the actual product page. So like the home page this might be the first page a prospect sees, so all the key messaging on the home page needs to be shown on the product page.

So let’s look at some examples:

Cox & Cox – gift site

This is a site where the buyer is confident because they are likely to have knowledge of the product and the % of disposable income is low.

The USP for this site is its imagery and the beauty of its products. The images are huge and high quality with zoom showing details. There is no education needed, no finance options, and basic copy such as size of product. There is other information available. such as delivery info but only if you choose to click on it. They want their customers to buy more than one product so upsells are clear with further product images.

 

GSF Car Parts

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The buyer will be confident and % of disposable income will be low. Because the products on this site are commoditised (available ‘like for like’ on other sites) the USP for this site is four fold: price – in red to indicate it is low; being in stock -with a green tick; delivery times – free or next day, all clearly visible and lastly customer experience on the site measured by how quickly they can find what they are looking for and buy it – with a large ‘ add to basket’ button.

There is not much copy and no up-sells as people are specific about what they want to buy.

 

Brook Taverner: Men’s suits

The buyer is not fully confident as buying clothes online you are nervous about whether they will fit or suit you and the price is more than a candle or small item.

The USP of this site is lifestyle imagery with an assortment of reasons to support your purchase. These include: no quibbles free returns guarantee, free hemming, help and advice button with phone number, plenty of product and educational copy,  customer testimonials, reviews, social media for recommendations and pin it, and a complete the look which will show you what else goes with that product and this is carefully selected and not random as on some sites.

Global diamonds: Diamond Rings

 

Buyers will be nervous and spend is a high % of disposable income. USP is building confidence of the buyer. Finance options, Lifetime guarantee and social proof of rings made is at the top of the page. There is lots of product copy and no push to sell. Instead there is a push to ‘request an obligation free viewing’ or consultation. A 100% Risk Free shopping section provides information on a variety of things from craftsmanship to ethically sourced diamonds. They understand that people will come back more than once to their site and offer a free ring sizer which can be sent out and captures details for follow up. This type of product is less likely to sell online without first having a talk or consultation of some sort.

 

On all Magento sites the imagery is very important – unless you have a commoditised product or where the product doesn’t need to look great (eg car parts). Investing in good photography for your site will be one of the best investments you can make.