The Job of an eCommerce Product Page

Most new visitors land directly on the product page. And the few who don’t quickly navigate to it.

They are eager to get to the product page because they want to see if your product is the solution they’re looking for.

The mistake we make is using the product page to only describe the product.

This visitor isn’t just unfamiliar with your product; they likely also don’t have any idea about who you are.

So talk about your product but also yourself.

And when I say yourself, I don’t mean your entire back story; I mean your back story as it specifically relates to this product.

The buyer doesn’t necessarily care about your back story, but if it makes the product more compelling, then that’s something the buyer might be interested in.

We have two paths.

Two Paths

Option 1:

Rewrite your description by weaving in the backstory. You don’t have to add a ton of exposition. You can simply have an opening and sprinkle in some key details that relate to this item.

An example of an opening:

This bike suspension system is extra special and was a beast to develop. We were looking for something that would smooth out riding over road imperfections. After testing 7 commercially available suspension systems, we decided to design our own.

After this, jump into your product description but also sprinkle in nuggets about:

A: The product development journey
B: The product’s popularity
C: Why you are proud of it
D: Aspects of customer feedback
E: Trade-offs you made in the product development process, and why
F: What you stand for
G: How much you care about the post-purchase experience
H: your passion for high-quality products
I: Etc, etc.

By the time the shopper is done reading the description, they are more likely to buy because their product questions have been answered, and they know who you are.

Option 2:

This first way of rewriting the product description is much more effective and natural sounding, but it does involve some work, and I know some of you are lazy. If you want a shortcut, you can do this:

After the first paragraph of the description, add this line:

If this is your first time shopping with us, click here.

When the user clicks click here…

Do you prefer option 1 or 2?