Product pages are the most important pages on your site. They can be a great way to introduce customers to your products and also provide them with information about what you offer.
According to Salsify’s 2017 “Cracking the Consumer Code” report, 87% of shoppers rate product content extremely or very important when deciding to buy, and 50% have returned an item they bought online because it didn’t match the product description.
Are those product pages on your website just a list of features and specs? Then they might not be doing you any favors. Customers don’t want to wade through all that info – they just want to know how your product can solve their problems.
That’s where solution pages come in. By taking a customer-centric approach and focusing on the benefits of your product, you can create solution pages that will actually help convert visitors into leads.
How do you do that? You need to take some time to think about how your products work and what customers will get out of buying them. Then, come up with an idea for how those benefits will help them solve their problems or meet their needs better than they could before (even if they don't realize it).
Sell Solutions Not products!
Your product pages are the backbone of your eCommerce site. They’re where your customers go to learn about your products and make purchase decisions. But if you want to take your business to the next level, you need to start thinking of your product pages as solution pages.
What’s the difference?
Product pages focus on the features of your product, while solution pages focus on how your product can solve your customer’s problem. In other words, solution pages sell the benefits of your product, not just the features.
When people visit a product page, they want to see how the solution will benefit them — not a list of features or benefits like most companies do today.
Here’s why selling solutions is so important:
- It’s what your customers want
Your customers don’t care about your products, they care about their own problems. And if you can show them how your product is the solution to their problem, they’re much more likely to make a purchase.
- It sets you apart from the competition
If all you do is list the features of your product, you’re not going to stand out from the competition. But if you focus on how your product can help your customer solve their specific problem, you’ll instantly differentiate yourself.
Want to know more about building your solution page? Here are some top-notch tricks we can help you practice to monetize from solution pages:
Provide Hyper-focused information that can engage customers
Creating solution pages that focus on a specific problem and offering potential customers valuable information helps your customers make a purchasing decision.
When creating solution pages, be sure to include:
- A clear and concise description of the problem or need
- An explanation of how your product or service can solve the problem or meet the need
- Real-world examples of how your product or service has helped others
- A call to action for readers to learn more about your product or service
By providing this type of valuable content, you can turn your solution page into a powerful marketing tool which can help you boost sales and grow your business.
Bringing Industry Thought Leaders Into Your Selling Process
As a business, you are always looking for ways to improve your selling process and increase conversions. One way to do this is to bring in industry thought leaders to help prospects see your product in a new light. This is where having a resource section on your website can come in handy. By featuring articles from experts in your field, you can show prospects that your product is the solution they need. Not only will this help improve conversions, but it will also build trust and credibility with potential customers.
Include Social proof or customer references to Build Trust & Authority
Product pages are designed to showcase your product and convince customers to buy it. However, they don't always do the best job of explaining how your product can solve customers’ specific problems. That's where the solution pages come in.
Solution pages are designed to show customers how your product can solve their specific problems. To do this, they typically include social proof, such as customer references or reviews, to act as a bridge of faith. This content helps customers understand not only what your product does, but also how it can help them specifically. As a result, solution pages can be much more effective at converting customers than traditional product pages.
If you're looking to increase your conversion rate, consider converting your product pages to solution pages. It's a simple change that can make a big difference in how customers perceive your product and ultimately whether or not they decide to buy it.
Optimize Product photos for product pages
Product photos are the first thing people see when browsing your products. They’re also a major factor in how visitors perceive your brand and ultimately buy from you. A well-shot, high-quality product photo can help entice customers to take a closer look at your product, while a poor quality photo can make them think twice about buying at all.
It’s important to keep this in mind when creating your product page, as it can affect everything from the overall look of the page to how many people click through to it. Here are some tips on how to create great product photos:
Use light colors: The lighter colors look more natural and warmer than darker ones.
Use white space: White space around your images helps them stand out more and makes them easier to read. If there are any text elements or logos in the background, try putting these behind the main image itself so they don’t get lost against the white space.
Use high-quality images: Use high-resolution images that have been optimized for both web and mobile devices. This will help ensure that visitors can see every detail of what they’re looking at.
Recommended Reading: LIFESTYLE IMAGES: THE EASIEST HACK TO BOOST YOUR E-COMMERCE SALES
Convert Your Product Pages to Solution Pages to Ensure Conversion
Selling a product does not mean that you are selling the most important aspect of your business. The solution is what people want and how it will benefit them. Solution pages are an opportunity to show off your knowledge and expertise in an area of interest to your customers. Moreover, it also gives customers a chance to compare products side-by-side, allowing them to make informed decisions about which product best fits their needs.
At eComIntegrate, we believe the best way to convince someone that your product is better than another product is by showing them how it solves their problem. So, if you’re still hung upon on a product page, it is high time to make them easy to use and even more user-friendly.