> E-commerce: How to create a product page that doesn't drive customers away (and makes them buy)

There's a scene that repeats itself every day on thousands of eCommerce sites: a customer comes to a product page, absentmindedly scrolls down, pauses for a moment on the price, then comes back and disappears into thin air. You almost convinced him, but something didn't work.

It is like a salesman who, at the time of closing the deal, gets distracted and lets the customer leave. You can't allow that.

A well made product page is your best salesperson: he must welcome, inform, convince and close the sale without hesitation.

See How best to structure it, avoiding mistakes that cost you sales every day.

The Navigation Experience: The Customer Should Never Feel Lost

Have you ever noticed that in supermarkets the most purchased items are always at the bottom? That's because they force you to pass by dozens of other products. But online things work the other way around: if the user does not immediately find what they are looking for, they leave the page without looking back.

For this, the navigation of your product page must be fluid, frictionless.

Sticky Navigation: The Ariadne's Thread for the Customer

While scrolling, the user should always have at hand The product name, main image, price and purchase button. If he has to go back up to find this information, you have already lost points.

A sticky navigation is like an assistant who stays by the user's side throughout the journey, ready to intervene when necessary.

And that's not enough:

• The menu must disappear when the user gets off, so as not to distract him.
• But automatically reappear as soon as it rises, to give him security.

A small detail? Maybe. But in the world of eCommerce, details make the difference between a site that sells and one that accumulates useless visits.

Title and Description: 3 Seconds to Win it or Lose it

Read this sentence: "Smartwatch with AMOLED screen and long battery life". Did it excite you? Probably not.

Now try this: "AMOLED Smartwatch - One month of battery life, zero worries.".

The difference? The second title not only describes, but promises something. The customer does not want a simple watch: wants to forget about the low battery and have a screen that looks good in the sunshine.

How to Write a Perfect Title?

• No more than 65 characters, to prevent Google from truncating it in the results.
• Clear, direct, no-nonsense.
• With a subtitle emphasizing the key benefits (using words like new, exclusive, incredible, effortless).

Reviews Must Be Immediately Visible

The user must immediately see the average ratings and total number of reviews. Why? Because if 200 people gave 4.8 stars to a product, the customer is already closer to the purchase.

And next to the title, add the three main benefits, accompanied by icons ✅. Because if you give them a reason to continue, they probably will.

The Pictures: The Customer Must Touch with the Eyes

Have you ever bought a product online without looking at the pictures? Haven't you? Neither has your customer.

Images of a product page are not just to showcase the product, but to make people want it.

This is what is needed:

• A large, zoomable main image, especially on mobile.
• Gallery with multiple images clearly visible (no invisible thumbnails!).
• Ability to swipe on mobile, without unnecessary clicks.
• Images for each variant (colors, sizes, patterns).

Also, the video. Because words convince, but pictures sell. If the client can see the product in use, his brain will already consider it his own.

CTAs and Purchase Options: The Moment of Truth

The Buy Now button è the most important element of the page. If it is not clear, visible and irresistible, the customer will hesitate.

Here's what to do:

• Make the CTA the focal point of the page. It must stand out, without looking like a banner ad.
• If the user has not selected the variant (size, color, model), notify them immediately instead of driving him crazy with errors at checkout.
• Links variant selection to image gallery: If the client chooses the blue model, the image should update automatically.

Also, let's talk about transparency:

• Always show original price and discount (with the old price crossed out and the savings in % or €).
• Highlight any additional expenses now (shipping, VAT), so no one feels ripped off at the checkout.

Ah, what if the shipping is free... shout it out loud.

Reviews and Social Proof: Without Trust, No Sales

Do you know what happens when a customer sees zero reviews On a product? It behaves as if it were defective or unreliable, even if it is the best in the world.

Therefore:

• Always show the total number of reviews.
• Add photos and real names (not faceless "Mario R." which seems made up).
• If you have video testimonials, use them.

And if your product has been reviewed by media or influencer, place their logos on the page. No need to brag, but a little social proof never hurt anyone.

Do you want to sell more? Offer More

Who buys a phone, may want a cover. The person who buys a shirt may want it in multiple colors.

Use these strategies to increase the average order value:

• Quantity discounts ("Buy 2, save 10%").
• Bundles of related products.
• Urgency and scarcity ("Last 3 available", "Offer valid today only.").
• Shows how many people have purchased the product in the last 24 hours.

Does Your Product Page Really Work?

A product page is not a list of specifications. È a conversation with the client, and his goal is only one: close the sale.

If your product page is not doing its job, you are losing money.

I and my team know how to create pages that sell. If you want to turn your eCommerce into a system that generates sales instead of losing customers, contact us today. 🚀