Saturday , 15 May 2021
When shopping online, your customers don’t have the luxury of trying on your products, touching them, feeling them or asking you questions about them. This can leave them unsure if they should purchase from your site. To make sure that your customers click the ADD TO CART or BUY NOW button, here are 10 things you must have on your product page:

10 Things Buyers Are Looking For On Your Product Pages

Feathery Plumes No. 22 watercolor painting

Feathery Plumes No. 22 watercolor painting

When shopping online, your customers don’t have the luxury of trying on your products, touching them, feeling them or asking you questions about them. This can leave them unsure if they should purchase from your site. To make sure that your customers click the ADD TO CART or BUY NOW button, here are 10 things you must have on your product page:

  1. The cost of the product
  2. Pictures of the product – preferably more than one picture, with the ability to zoom in and get up close to see all the details of the product). Your pictures should be taken by a professional photographer (unless you are a professional photographer) who is familiar with lightning and product photography.
  3. Benefits of the product – a short paragraph or a few sentences about how your product will make your customers look, feel, how it will help make their lives easier, why they should buy it right now, what makes your product special and unique, etc.
  4. Features of the product – technical details such as ingredients used in the product, sizing of the product, what colors it’s available in, materials, dimensions, etc.
  5. Shipping information – when will the product ship, what shipping method will you use, how much does it cost to ship and how long will it take, on average, to get to the customer
  6. Return policy – your return policy should be clearly spelled out for the customer (and you should definitely offer a 100% satisfaction guarantee)
  7. Privacy policy/security – assure your customers that their information is safe and secure when they shop from your website
  8. Similar products – to increase your average order size (and to help you customers find other complementary products on your site), suggest other products that go well with the product on that page. Any good shopping cart system will allow you to do this, so make sure to activate this feature.
  9. Social media buttons – your customers might not necessarily look for this, but if you make it easy for them to share information about your product with their friends on Twitter, Facebook, StumbleUpon or any of the other social media sites, they are more likely to do so and to feel like they are part of your community.
  10. A call to action – this might seem redundant or even silly, but you should ask your customers to click the BUY NOW or ADD TO CART button to add the item to their shopping cart. Sometimes it’s the extra push or call to action that they need to make the purchase.

Article by: Andreea Ayers



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  1. Great advises! Thank you for sharing!

  2. Wonderful article with lots of good reminders. The one I often forget is “Benefits” – we always have to remind the buyer why our product will be beneficial for them.

  3. Thanks for the tips!!! Very helpful.

  4. Very helpful but seriously – a professional photographer? They are expensive.

    • You can always take a photo class via your local community program/adult school to brush up.

      I teach a few of them in the New Jersey area, and a lot of my students are makers needing better images.

  5. Excellent article. Great reminders – especially the “benefits” of your product – not always easy to incorporate into the message of the listing…………..but certainly one of the MOST important messages to convey to the Buyer!

  6. I like the bit about telling your customers to ‘add to cart’. The final push! Thanks so much for your helpful tips!

  7. Bobbi helms. Fatdogbeads

    My comment exactly Becky. Whomhas the luxury or money to use a professional photographer? Sure- In a perfect world. But that’s not the one I live in. Why stop there? Hire a professional copywriter? Sorry to be bashing an otherwise well written article.

  8. Bobbi helms. Fatdogbeads

    And excuse the typos please. Too early in the morning!

  9. Very helpful tips. Thank you!!

  10. A crafter as successful as Tim (or his guest writers) can afford these luxuries. The rest of us just have to follow the many articles about improving our photography.

  11. Wonderful tips. Thank you for posting.

  12. Good article minus the pro photographer. Besides the cost how would you ever list new items? I’d have to have one living w/ me 24/7. Hmmm… that’s an idea…. :)

  13. Great tips!I should look into my product page once again. Thank you!

  14. alwaysgreendesigns

    Can you post twitter, fb and stumbleupon links to your etsy listings?

  15. I am curious about posting social network sites to etsy listings also. Great idea if we can do that. Really good suggestions and being able to have photographs by a professional would be fantastic but totally impractical for most of us. Appreciate all the other suggestions though and need to review my listings.

  16. Thanks, it’s wonderful to be reminded of the obvious!!

  17. Nice ideas, except for the professional photographer—I really don’t have the time or resources to call “Scott” every time I need a photo. That’s why I’ve LEARNED from him to take my own photos.

  18. You know, even in an ideal world, I’m not sure I’d want to rely on a professional photographer for my photographs. Granted I have a long way to go and much to learn about taking the “perfect” photo (jewelry is really hard to get right, as I suppose are beads and anything sparkly…heck, photos are just HARD. lol). I’d never taken a good photo in my life, much less something I would want to put out there in an attempt to sell my work. But learning to do my own photography has helped me out in other aspects as well–knowing what will take a good picture and what will not has actually made me alter a design or two, and for the better.

    Mostly, though, I like being able to do as much of this myself as possible. The minute you have to rely on another party to do the work, you run into trouble. I have a digital camera, an area outside with lots of nice spots for outdoor photos, and a husband who is much better at the shutterwork than I am. (That definitely helps!) This means that my photographs get taken, weather permitting of course, when I want/need them to. I don’t have to worry about/wait on someone else, if/when they’ll be available, etc. Best of all, it’s free. And for those of us without a big bankbook, that’s really important.

    I’m not saying it might not be a good thing to have. But I had professional photography done of some of my work many years ago, and I actually think that some of my more recent photos–the ones we did ourselves–are better looking than those were. A professional photographer knows how to photograph well, but only you know your product and how you want it to look to your prospective buyers. And while my husband does the picture taking, I’m the one who sets them up, positions the pieces, chooses the lighting, layers the backgrounds, etc. I have to look at the screen to make sure the shot is lined up right because only I know which elements of the piece I want to stand out. The photos that my husband took without me there just didn’t work, not because they weren’t good photographs but because they didn’t provide me with what I needed. I’m the one who knows what aspects of each piece are important to myself and the buyer. Even when I am there, I still want to be the one to set up the final shot. I don’t know if it’s my control freak speaking here, but I like to be the one to call the shots, so to speak. And the photos come out better as a result, at least to my eye.

    Just my two cents, please adjust for inflation or recession as necessary :)

  19. Hi!!
    Your site it´s gorgeus. I like the colors.its very creative….
    I know your blog today, its very creative. I like so much….
    I go on around here a litle bit more ;D
    Kisses from Madrid♥ ♥ ♥ ♥

  20. Great ideas I printed them out to help me remember them. Thanks so much for the help.

  21. Great advice! Going to implement some of these ideas :)

  22. Good ideas! Nice to see them all in one spot! Thanks.

  23. Great article however there is 1 are I object to and that is getting professional photographer. I take all my photos with a Kodak Easyshare digital camera that is about 5 years old.

    Product photos are taken on my porch in the natural sunlight from various angles and on the close up setting. I get so many compliments and other crafters often ask for my help.

    All it took for me was desire, taking photos outside, learning my digital camera settings and presto, beautiful photos.

    Think I am kidding or

    I hired a photographer one time and wasted my money, won’t do that again.

  24. Venusenvyart, Thank you for making me belly laugh!! I think your 2 cents was a bargain!!!Iagree that we as artists, know our work more intimately than anyone, and a good digital camera, and a good eye for framing a photo, a little understanding about white balance, and a good tripod, should do the trick without spending an arm and a leg on a “professional photographer”. It would price our scosts right off the market. I take my own photos, and I think they are more than adequate for what I need. Jewelry is particularly difficult b/c there is so little surface for light to reflect off of. I don’t know that I will ever perfect that, as I make mainly hats and clothing. Just keep following Tim, an dhis great tutorials. He’s taught me everything I know in the past 3 years of selling on Etsy!! Thanks
    so much Tim!!

  25. Good advice! I do agree with some here, that it’s not necessary to have a professional photographer, especially if you have a small, independent shop. You do need clear, uncluttered photos that show your product in the best light. If I can’t clearly see what your product is, as a buyer, I’ll move on. One must have that I would add is size. How big is your product? What are its dimensions? Showing this visually, in the photo would be a plus, but in the item description, it is a must. I’m not perfect with these things, sometimes I forget to add these things in, so for me there is one more must: proofreading from the buyers point of view. Thanks for the good advice & the reminders!

  26. Liked this article. Plan to print. I am looking for someone to tell me how to blog, post a thread. I assume that is what this is. Not computer literate at all.

  27. Things on Etsy have changed since this article was first posted, but one thing as a buyer I can’t stand, and have never done in my shop is include a link to another product within a description. If that other product sells, you’re stuck with an empty link, and that looks crappy. There are suggestions here that I feel don’t apply to Etsy, maybe they do for other e-commerce sites. Like everyone else, my picture taking abilities have grown out of necessity and reading numerous tutorials. If I hired a professional photographer, I wouldn’t make a damn cent on my jewelry. The advice might have been in the best of intentions, albeit misguided. The benefits of buying my jewelry? You’ll look awesome! I’ll get paid! What else could I possibly say to someone? I’ll love you forever! No, really…

  28. All good except the “professional Photographer”…come on now..nix that one..and you have a great list here..Thanks so much..!

  29. I think I’m lucky to have a professional photographer/ web designer. The picutre is very importante because it show what the jewelry look like when they are holding in their hands . I see some photos not clear or dusty etc ….

    The article is great with a lot of ideas,thank you

  30. As a new shop owner with professional photography background, I have made some interesting observations in the last year esp. most recently when I posted a listing in a rather big rush, knowing the photo wasn’t my best, mostly in regards to exposure…only to find this listing generated 3000 views in less than 1 month and plenty of sales, which needless to say, had me scratching my head wondering if listings with photos that where good enough were simply “good enough” Sometimes I think I love taking photos of my products even more than making the actual items (I really need to open my photography shop, ha!) which I do believe has helped my shop get off to a decent start. I guess what I have learned here is that not to sweat it if the product photo is less than stellar as far as exposure (lighting),composition and setting. The big thing I see is FOCUS, you must have that right on, even if it is a slightly soft focus look you are after. Yes lighting is important but its easy to get good light without being a professional photographer and there are many quick tutorials out there. The other things like composition, angle of view, setting etc. will naturally come with time. I have also observed others products where professional studio lighting had been employed with sales numbers that did not speak volumes. I do believe there is a relation between loving your craft or item and putting a little effort into showing it off in its ‘best light’ which translates to the customer as “If this person puts such care into their photo then they must also put as much care into said item”

  31. Love this info! No successful seller is shy about “putting themselves out there” because if you’re not happy and proud of your work, you certainly can’t expect anyone to be interested enough to try to find you among the millions!

  32. I think that with time and practice my photography skills have gotten a little better. What also helped is purchasing a life like model bust (50.00) but well worth the price since I can’t afford a real life model or photgrapher. I also purchased alot of different colored wigs at the halloween store because some of my hair fascinators looke better on light hair (if they are dark feathers) etc. For my vintage jewelry pieces I think just the black velvet photobox works the best (unless the pieces are dark colored) I also just saw a black velvet “bust” for phtographing jewerly at Hobby Lobby so I thought that might be a good investment too as the necklaces will lay better on the bust than they would just laying down flat. And also I take about 25-30 pics just to get a few good ones :) Just a few tidbits I learned and thought I would share!

  33. Really concise and direct to the point. These are simple but really important tips we should all remember. Thank you for posting this!

  34. Another informative article. Thanks. I welcome my Handmadeology tips amongst the whole site.
    Hiring a professional photographer is only as good as one that specializes in your product line. Check out their portfolio first. There are some that will trade for their services.
    Listening to my clients suggestions I began photographing paintings with frames and naturally in the description noting the #2 photo image “frame not included”. Now I am receiving inquiries as to where I purchase my frames and if the frame is included. (*click laugh track button).
    Descriptions are a must and save time for you and the buyer’s purchase. I’m finding that TMI (too much info) doesn’t always get read entirely. Short paragraphs are sufficient. Finding “bullet points” are customer friendly information at a glance. Therefore, links to your shop sections about policies, privacy, etc. can easily be linked in your descriptive listing.
    Etsy allows you to list your social media on your profile and about page.
    Suggesting other products could possibly be ~sold out~ and listing the “section” to see more can be applied.
    There are more shops using their photo frames to show complementary products alongside the listed product page.
    Thank you for your tips that are “real”. Looking forward to more.

  35. A professional photography who also knows about lightening may be difficult to find….

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