Your sales and marketing activities are geared to getting your target audience to your product pages, where, typically, you want to encourage a shopper to click the "Add to Basket" button.

Your product pages are key to successfully converting visitors into customers. Here we look at some important components that will help you produce the perfect product page.

10-Point Checklist for the Perfect Product Page
Once your marketing activities have successfully led prospective customers to your website, the final step is down to your product pages. Listed below are 10 essential elements of a high converting product page:

1. Clear Product Presentation
Think carefully about how you are going to present the layout of the product image(s), description, features and other product details. Ideally, you want your readers to easily identify each segment of information and absorb it. A similar content layout for each product page will help make shopping on your site intuitive and enjoyable.

2. Use Images Effectively
Time taken to source good product images is time well spent. Where possible, provide more than one image view; showing off the product from several angles will enhance the shopping experience by highlighting product features in more detail.

Video can be a great tool for demonstrating product features. A video presentation is especially useful when selling digital software products.

3. Clear Pricing
Try not to frustrate shoppers by having them hunt for prices; present prices clearly alongside each product. Keeping the price back for the 'next step' will quite often end up with the shopper not taking the next step.

4. Visible Calls to Action
Leave the shopper in no doubt what you expect them to do next. A clear 'Add to Basket' call to action should be displayed prominently beside each product, making it a simple one-click process for the shopper to proceed with the purchase.

5. Reviews
Product reviews fulfil two purposes: 1) The shopper gets the benefit of learning your products' strengths, and 2) They demonstrate you encourage feedback and further interaction with customers.

6. Wish List
Not all shoppers are ready to buy immediately; some will be in research mode. A simple 'Add to Wish List' function will help shoppers feel comfortable about coming back to make the purchase once they have completed their research phase.

7. Reassuring Consumer Information
Make it easy for your shoppers to get the information they may want to assure them of your credentials, such as your contact information, returns policy, product guarantee information and what payment methods you accept.

8. No Hidden Costs
The more you can do to build loyalty and trust with the shopper the better it will be for you. Present your shipping costs up front (no one likes hidden costs). Include international shipping costs if appropriate.

9. Related Products & Up Sells
Displaying related products together has been a successful selling technique from the year dot. The same technique translates just as well online; an appropriate area of your product page should be used to suggest related products to further enhance the shoppers' buying experience.

10. Send to a Friend Function
Everyone likes to share a good purchase – a simple 'Tell a Friend' function both suggests the idea and makes it easy to carry out.

If you would like to review the effectiveness of your product pages, please contact us.