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Turn Visitors into Customers with Better Product Pages

Turn Visitors into Customers with Better Product Pages

How you present your products and services matters and making a positive first impression with online product websites is vital to a business’ success.  Once you’ve grabbed their attention, you have very little time to make them understand what you are offering and why they need it before losing their interest.  By focusing on a few basic elements of product advertisement, you can build a product presentation which makes a positive first impression – turning online visitors into paying customers.

6 Elements of a Good Product Presentation

A smart product presentation will make a visual impact, explain the product and distinguish itself from the competition with rich and engaging content to inspire confidence in buyers – all in a matter of seconds.  Thoughtfully address these elements of a product presentation to give your products an advantage in online marketing.

Get Their Attention

Before you can explain to people what your product does and why they need it, you have to catch their attention.  We have unlimited means to visually appeal to or our surprise our visitors

Unique visuals which are simultaneously eye catching, while conveying the quality and range of product will make an impactful first impression.  People need to see what you’re about with only a quick glance.

Do something unexpected to surprise your visitors; make them take a second look or ponder what they are seeing.  Visual juxtapositions and unexpected twists on the familiar engage your audience.

Viral humor is invaluable whether you create your own or play off popular ideas.  Touching on popular culture is an effective marketing approach and unexpected humor draws positive attention.

Volkswagen’s 2011 Darth Vader Super Bowl commercial and product ads featured an easily recognizable pop icon to humorously feature its family sedan with keyless-start features.  The ad went viral and drove lots of interest in Volkswagen cars.

Clearly Explain The Product

When making a first impression, visitors need to clearly understand the main function and benefits of the product or service.  Granted, some products and online services are difficult for people to understand in detail, but try not confuse people with abstractions yet.

  • Focus on the main features and keep things simple.
  • Once you’ve hooked your audience you can point them to the details.
  • Show how it works in action to demonstrate intended use or clarify abstract ideas.
  • Demonstrate the product’s value to your visitors, point out its advantages and relevance to your visitors life.

Nikon’s product presentation for its Coolpix S60 with face recognition capabilities, simultaneously shows the product in action, highlighting the typical digital camera functions as well as its unique features, while demonstrating the value of the technology in detecting [unseen] faces – in a humorous scene.

Distinguish Yourself from the Competition

Many products on the market offer the same functions, so what makes your product different from the next?  Focus on the features and return on investment which distinguishes you from your competition.  Point out WHY your product or service is superior in quality, features or customization possibilities.

  • Reflect the quality of your product and demonstrate it visually or within a clear message
  • Focus on special features relevant to your target group instead of the features shared by similar products
  • Offer customization or personalized products since consumers identify with products with reflect their identity.

In the saturated fast food burger market, Burger King® differentiates its brand with brilliantly clear copy which emphasizes the personal choice of “have it your way”, identifies its customers as “Today’s Special” and places its brand as a ‘King’ of the competition.

Use Words to your Advantage

Don’t underestimate the value of good content and creative copywriting.  Be creative with copy to make new info easy to absorb or transfer positive and familiar associations to your products.

  • Puns and play on words are great ways to frame new information in a way that is already recognizable to customers.
  • Familiarity is a powerful advantage in marketing.
  • Keep it light with inside jokes and ironic headlines.
  • Send a meaningful message but don’t get too serious.
  • Use metaphors which add life and context to your product.

In an ad for its Milano cookies, Pepperidge Farms ™ plays on seduction and familiar message of two ingredients forming a destined bond to inspire a positive emotion in customers.  “Made for each other.  And for you.”  What could be better than the marriage of a light cookie and dark chocolate?  The bond of the cookie to the customer.

Engage Your Audience

The method and context in which you present your products is just as important as the product itself.  Have a clear picture of your target audience, and engaging, thoughtful media – pictures, videos, narratives, etc. – will trigger positive emotions giving buyers a clear picture of how your product relates to their needs.

  • Draw them in with engaging media.  Bring people into the experience, let them see dynamic visuals of your product in action, and trigger their imagination.
  • Appeal to their feelings.  Trigger an emotional connection to your product – sell them the idea of fun, functionality, luxury and escape.  Make visitors build positive associations with your product or business.
  • Aim for your target audience.  Every group of visitors and potential customers have their own set of needs, interests, background knowledge and desires.  Clearly define the buyer you have designed your products for and assess their motivations, habits and expectations.

HTC® grabs attention with a skydiving videographer making movie magic while zooming through the sky.  Clearly they are targeting a youthfully active, creative and technology savvy user by associating extreme fun with their HTC® One smartphone features.  

Create Confident and Informed Buyers

People like to believe they make decisions based (mostly) on rationally appraised factual evidence.  The more costly the product or service, the more people need to be reassured of their decision by available factual information.  Provide them with clearly defined facts or statements, and make detailed information easily available to convince visitors they’ve made an intelligent choice.

  • Point out advantages with facts and convincing statements to appeal to your visitors rational judgement.
  • Make the details easy to locate whether you direct visitors to drop-down menus, hovers, or other web pages for technical data.
  • People will not hunt for information, so put it at their fingertips.
  • Confirm their first impressions with facts to reinforce positive emotional responses and affirm their decision.

L’Oréal’s advertisement for Advanced Revitalift® Wrinkle Repair appeals to a clearly defined target group “women 45 to 65” and uses clear statements of facts “you’ll see clinical results” to convince their audience that their wrinkle product is a reliable choice for a wrinkle product.  

In Conclusion

How you engage your customers with an intelligently crafted presentation and message will have a direct impact on people’s first impression of your products, services, and business.  A thoughtful product page will grab people’s attention, explain the product, and engage their emotions and rational judgement with creative content, media and facts to convince them to buy.  Carefully consider each of these elements when building a presentation to give your products an advantage in the vast sea of online marketing.


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