PLAYBOOK: SHAPE UP IN SIXTY SECONDS
PRODUCT PAGE
Your product page is where the story begins. This is your opportunity to build a connection, highlight the value, and demonstrate how your product solves real problems. Make the message clear, the connection strong, and watch the sales follow.
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THE GOAL
Convert visitors into customers by effectively presenting the product’s features, benefits, and unique selling points. Each product page should inspire confidence in your product, making the next step irresistible.
THE STRATEGY
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DO
Be Clear and Concise — Lead with a strong product title, a brief yet compelling introduction, and a description that quickly communicates what your product is and why it matters.
Highlight Key Benefits — Don’t just focus on the features; show how the product improves the customer’s life or solves a specific problem. Make it easy for the customer to see the value your product brings.
Use High-Quality Images — Visuals matter. Include clean, high-resolution product images that showcase the product from multiple angles. If possible, use lifestyle images to help customers envision using the product.
Call to Action (CTA) — Every product page should have a clear, prominent CTA. Whether it’s “Add to Cart” or “Buy Now,” make sure the next step is easy and obvious.
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DON't
Overload with Technical Jargon — Keep it simple and digestible. Avoid overwhelming potential buyers with too much technical detail or complex terms.
Neglect Mobile Optimization — Many customers shop on mobile devices, so ensure the product page looks and functions well on smaller screens.
Be Vague — Be specific about what makes your product unique. Vague terms like “high quality” or “best on the market” won’t convince customers—clear, detailed descriptions will.
THE Creative Essentials
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DO
Tell a Story — Frame your product in a real-world context. How will it make the customer’s life easier, better, or more enjoyable? Stories create an emotional connection, making your product more relatable.
Use Sensory Language — Engage the senses. Describe how the product feels, looks, or performs. Make your customer imagine themselves using it.
Show Product in Use — Use visuals to demonstrate the product in action. This helps customers better understand how the product works and its benefits.
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DON'T
Neglect SEO — Optimize the product page with relevant keywords. A balance between search optimization and readable, engaging content will ensure your product page ranks well and converts.
Ignore Personalization — Different products appeal to different audiences. Tailor each product description to the audience that’s most likely to buy. Speak directly to their needs and desires for better engagement.
Convert visitors into customers by effectively presenting the product’s features, benefits, and unique selling points.