Crafting a product page that captivates and converts is an art every web designer should master. And that expertise doesn’t only involve showcasing a product but creating a journey that leads visitors to take action.
Whether it’s a SaaS platform, a B2B service, or a knowledge-based offer, each page that positions the product and has a conversion focus acts as a product page. Here, design acts as both a visual stimulus and a strategic tool.
From the layout to the typography, every element plays a crucial role in guiding users toward that pivotal click or signup. This is where design transcends aesthetics, turning into a powerful conversion mechanism.
This article unpacks six UI design tactics that can turn your product pages into conversion powerhouses, ensuring they’re not just seen but felt, understood, and acted upon. We’ll also throw in some exceptional examples of brands nailing their product page design game.
1. Use Negative Space to Accentuate Messaging
Less is often more, especially in digital design. Negative space, or white space, is a design element that speaks volumes without saying a word. It’s the breathing room around and between elements on a page, crucial for highlighting key messages and guiding the user’s eye.
For designers, mastering the use of negative space is pivotal in creating product pages that don’t just inform but engage and persuade.
Negative space matters because:
It amplifies clarity and focus
Negative space declutters your design, making your core message stand out. It’s a strategic space that accentuates what’s important.
It improves readability
Crowded pages overwhelm. By using negative space effectively, you enhance readability, allowing users to absorb information effortlessly.
It enhances user experience
A well-spaced design feels intuitive and seamless, encouraging users to interact and explore further.
It adds an aesthetic appeal
Negative space is a style statement. It gives your design a modern, sophisticated look that resonates with today’s users.
Use negative space to create a visual hierarchy, directing attention to the most critical elements like CTAs and value propositions. Also, maintain consistent spacing throughout the page for a cohesive look.
Examples
Going, a premium platform for finding great deals on flights, leverages negative space brilliantly. Their cheap flights product page is a testament to clarity and focus. A simple yet powerful illustration sits next to their main message, surrounded by ample space.
This design choice ensures their value proposition is the hero, uncluttered and unmissable. The space around the elements is a strategic canvas that amplifies their message.
Source: going.com
Another example is WeTransfer, a cloud-based file-sharing service. Their presentation-builder Paste exemplifies the power of negative space in UI design. The product page for Paste features their value proposition front and center on a pristine white background, with absolutely nothing else around.
This bold approach emphasizes their message and reflects the simplicity and ease of use inherent in their service. The generous use of white space creates a sense of calm and focus, inviting users to engage with the content without distractions.
Source: wetransfer.com
2. Lower the Stakes on CTAs
When every click is a commitment, the way we frame calls-to-action (CTAs) can make or break the user’s decision to engage further. A CTA like “Buy Now” demands immediate decision and commitment, which can be daunting for users still in the decision-making phase.
Alternatively, a CTA like “Start your trial” or “Learn more” lowers the perceived risk and conversion friction, encouraging more users to take the next step.
This tactic is crucial because:
It reduces pressure
Less committal CTAs reduce the pressure on users, making the action feel less like a binding commitment and more like a no-strings-attached exploration.
It increases engagement
Users are more likely to engage with a CTA that doesn’t demand instant financial commitment, which can lead to higher conversion rates over time.
It builds trust
Offering a trial or demo first allows users to build trust and familiarity with your product before making a purchase decision.
Experiment with different CTA texts to see what resonates best with your audience. Use a language that’s welcoming and clear about what will happen next, setting the right expectations.
Example
Aura is an Amazon repricer software. Their approach to CTAs on their pricing page is a prime example of lowering the stakes to encourage engagement. With options like “Begin trial” and “Schedule a demo,” they offer a welcoming, low-pressure entry point into their services.
These CTAs invite users to experience the product at their own pace, reducing the anxiety associated with immediate purchase decisions. This strategy respects the user’s decision-making process and subtly nudges them towards deeper engagement with the brand.
Source: goaura.com
3. Allow Guests to Interact with Product Demos
One of the most effective strategies in converting visitors into customers is to let them experience your product firsthand, without any barriers. Putting product demos behind a login wall can be a significant deterrent.
Here’s why allowing guests to access product demos can be a powerful conversion trigger:
It creates instant engagement
Providing instant access to demos allows potential customers to engage with your product immediately, capitalizing on their initial interest.
It reduces friction
Removing the need to sign up or log in lowers the barrier to entry, making it more likely that visitors will try out your product.
It showcases value
A demo lets your product’s features and benefits speak for themselves, showcasing its value directly to the user.
So, ensure that your demos are easy to find and access on your website. Offer guided tours or prompts within the demo to help users understand and appreciate the full range of features. Also, make sure the demo is polished and representative of the best your product has to offer.
Example
eTraining, which provides online workplace safety training, exemplifies this strategy with their crane safety course page. Visitors can immediately preview the offered courses without the need to sign in or provide any personal information.
This direct access allows potential customers to get a feel for the course structure, content quality, and user interface, all of which are critical factors in their decision-making process.
Source: etraintoday.com
4. Offer a Simple In-Person Sales Option
We live in a time when low-touch, online conversions are the preferred method of contact. But, the value of personal interaction in sales cannot be understated. Some customers prefer or require a more hands-on approach, especially for complex or high-value products and services.
Incorporating an easy-to-use in-person sales option on your product page can cater to this need, bridging the gap between digital convenience and personal touch.
This can supercharge conversions since:
It creates personalized experiences
In-person interactions offer a level of personalization and detail that is difficult to replicate online.
It builds stronger relationships
Direct contact with a sales representative can foster trust and loyalty, which are crucial for long-term customer relationships.
It handles complex queries
Some products or services require more explanation than a webpage can provide, making personal interaction essential.
It accommodates different preferences
Offering an in-person option caters to varied customer preferences, expanding your market reach.
Make the option to connect with a sales representative prominent on your product page. Ensure that sales representatives are well-prepared to offer detailed, tailored information. Lastly, incorporate a follow-up system to maintain engagement post-interaction.
Example
Aristo Sourcing, an outsourcing provider, stands out in implementing this strategy. They’ve included a meeting-booking calendar on their page explaining how their service works. This tool allows prospects to easily select their preferred time for a direct conversation.
This approach streamlines the process of scheduling in-person interactions and also signals to potential clients that Aristo Sourcing is ready and willing to engage at a deeper, more personal level.
Source: aristosourcing.com
5. Embrace Video to Clarify Concepts and Terminology
Potential customers often encounter industry-specific jargon or complex concepts that can be barriers to understanding and, ultimately, to conversion. Video emerges as an ideal medium to bridge this gap, providing an engaging and straightforward way to clarify these terms and concepts.
Here’s why explainer videos are so effective:
They enhance understanding
Videos can break down complex ideas into digestible, easy-to-understand pieces.
They increase engagement
People are more likely to watch a short video than to read through dense explanatory text.
They build confidence
Understanding key concepts and terminology empowers users to make informed decisions.
They improve user experience
Providing helpful resources like videos shows that you value the user’s time and experience.
When implementing explainer videos, ensure that they’re clear, concise, and professionally produced. Tailor the video content to directly address the specific concepts or terms that might need clarification.
Example
Content Snare, a content and document collection service, masterfully employs video to demystify their service. Their pricing page displays a comprehensive list of features included in their plans.
Recognizing that some of these features might be unfamiliar to potential customers, Content Snare adds a clickable “(?)” tooltip next to them. When clicked, this tooltip opens a popup with an explainer video.
The video succinctly clarifies the feature, its benefits, and how it fits into the overall service. The approach enriches the user experience, making it more likely that visitors will feel confident in their decision to use the service.
Source: contentsnare.com
Source: contentsnare.com
6. Bring Serious Value with Testimonials
Testimonials are powerful tools of social proof that can significantly influence potential customers. In a world where consumers are increasingly skeptical of marketing claims, authentic testimonials serve as trust signals, providing real-life endorsements of your product or service.
Effective testimonials go beyond mere platitudes, offering informative and relatable insights that resonate with your audience.
Showcasing testimonials is a great tactic because:
It builds credibility
Testimonials from satisfied customers lend credibility to your product and brand.
It provides relatable insights
Potential customers can see how others have benefited from your product, making it easier for them to envision similar results.
It overcomes skepticism
Authentic, detailed testimonials can counteract doubts and skepticism about the effectiveness of your product.
It aids decision-making
Testimonials can provide the final nudge for customers who are on the fence, helping them make a decision.
Use real testimonials that tell a story and resonate with your target audience. Include a range of testimonials that address different aspects of your product and its benefits. Ensure that they’re easily digestible. Also, try to present them in an engaging format, like video, to capture and maintain user interest.
Example
Authority Hacker, specializing in building authority sites, showcases the impact of powerful testimonials on their premium training page. They feature a dedicated section with video testimonials from happy clients sharing their success stories.
These videos provide a dynamic and engaging way for potential customers to hear directly from others who have achieved tangible results with Authority Hacker’s services. The personal, relatable nature of these testimonials effectively communicates the value and credibility of their offer.
Source: authorityhacker.com
Final Thoughts
This article has explored six key UI tactics that play a vital role in crafting an effective product page with the potential to dramatically boost engagement and conversion rates.
As you implement these tactics, keep in mind the power of a well-designed product page. Forget the aesthetics for a moment. Focus on creating a seamless, intuitive, and persuasive journey for your users. That way, you can transform your product pages from mere information displays into dynamic tools that engage, inform, and convert.
Lastly, staying ahead by continuously adapting and innovating. Use these tactics not as a one-time fix but as part of an ongoing strategy to connect with your audience and achieve your business goals.
