How to create a product page on Prestashop? If you want to open your online store to get started in e-commerce, this is THE question to ask yourself.
Indeed, the product page will be your showcase to both your prospects and Google.
To take care of your SEO as well as boost your conversion rate, you therefore need to optimize your product page, both in its construction and in the writing of the text content of its blocks.
In this article, we will see how to create a product page on Prestashop, starting from the functions it must fulfill: attract attention, persuade through emotion, convince through reason, and finally push to purchase.
The discreet charm of a well-crafted product page
First of all, let’s see what a well-made product page is and how it is built.
First, why create a product page on Prestashop?
Because Prestashop is a leading software that offers effective basic content blocks and is used by half of online retail sites in France.
Moreover, Prestashop was originally designed as open-source software, even though additional paid features are now available.
The product page is at the heart of the user’s product experience, just like politeness, a warm welcome, attentive service, or the beauty of the premises in a physical store.
From one product page to another, the basic content blocks are almost always the same, but it is the original content that is decisive for the user experience.
For the construction of blocks, you should have at the top a clear product name including a keyword, a long product description of at least 500 words, structured with headings and paragraphs, and several high-quality photos.
At this stage, the challenge for you is therefore to define the essential information, visible to the user without them having to scroll or change page.
When arranging the basic content blocks, don't forget your goal: your product page is there to sell, not just to inform.
A product page must attract attention
Attracting attention is indeed a primary function of the product page, and you should build the page with that in mind.
First, you need to follow the right SEO best practices to be well ranked by Google on the search results page: users tend to consult the first results that appear.
To do this, take the time to study the keywords that generate the most traffic and those used by competing product pages.
Once prospects land on your product page, the challenge is now to keep their attention. Why is this so important?
Because you need to keep your prospect captive (at a time when, as you know like we do, the average attention span of an internet user does not exceed ten seconds), interest them and inform them so they don't need to return to Google for additional information (which could send them to a competitor's site).
A picture is worth a thousand wordsas the saying goes. So publish only high-quality photos on your product page: they are your showcase.
To catch the prospect's attention, a single front view is not enough: also offer profile shots, underside views, and three-quarter perspectives.
360° options or a zoom with a simple mouseover are very useful to highlight the grain of a shoe or a fabric, but also the overall impression of solidity and elegance that a product can convey.
But to truly capture the user's attention, there must also be some interaction. This is where the right balance of product variations comes into play.
You must harmonize the required components and the customization elements (size, color, any bespoke accessories).
This variation made by the prospect on the product page itself is important: it performs the same appropriation function as trying on in a physical store.
Once this “capture” stage has been passed, we will now see how to build a product page on PrestaShop capable of speaking both to so-called “primary” psychologies (responding to emotion) and to so-called “secondary” psychologies (which operate more by analysis).
A product page must convince
The offering enabled by online commerce is so abundant that it automatically raises buyers’ level of expectation, making them quick to research and compare.
That is why your product page must persuade, appealing to reason by providing as much objective technical information as possible.
In the case of a major purchase, particularly for professionals, your prospect will compare several sites and will always choose the most informative one.
Moreover, even if the prospect does not read the technical details in full, they contribute to an image of seriousness and professionalism.
Where should you place this information on your product page to best convince the web user?
First, in the long description, which should expand when the “learn more” tab is clicked.
This long description is the ideal place to artfully blend narrative and information: you can never overstate the persuasive power of a well-written story.
Next, also offer downloadable PDF resources: an assembly guide for a toy delivered in kit form, a user manual for DIY equipment, a shoe size guide with an equivalence table…
This will act like a sticky note the user can download to refer back to later. Again, the quality and precision of the writing are essential.
A product page must persuade
Informing and convincing, all well and good. But the thing is, in e-commerce as elsewhere, our heart has its reasons that reason scarcely knows.
Your product page must also persuade by appealing to the visitor’s imagination: to boost your conversion rate, rely on reason but also on emotion.
Visually, the ideal is to provide, in addition to the traditional front/profile/back views, contextualized images of your product: the atmosphere created by the photography poeticizes it and creates an imaginary world in which the visitor can picture themselves.
Along the same lines, a video is also very effective, and partly compensates for the fact that the product cannot be handled.
The challenge of a product page is this: compared with selling in a physical store, online selling lacks embodiment.
To make up for that, images are useful, but words also have a strong power of suggestion.
So craft a description that describes more than the product and aligns with the values and aspirations of your prospective customers. You will thus build buy-in and trust, the foundations of a strong conversion rate.
A product page must prompt a purchase
And that is your primary goal: to achieve a good conversion rate thanks to a well-made PrestaShop product page.
Once you have captured the visitor’s attention, once the logics of reason and the strings of emotion have been deployed, everything in your product page must be arranged to nudge the visitor toward purchase without making it obvious.
Think, of course, of a clearly visible, ergonomic buy button. Do not neglect the psychological impact of colors.
Red certainly attracts the eye, but it also symbolizes danger: instead choose a bright blue or a clear green, cool colors that evoke calm and, in traffic signals, a free and safe lane.
Also, don’t think of this buy button in isolation: there is a whole array of textual elements that orbit around it.
A bit like small touches of seduction that end up converging toward a contact: the one between you and your customer.
You will therefore find suggestions for accessories related to the product, which replace the personalized guidance a physical salesperson would provide.
But also a clearly defined delivery, warranty, return and exchange policy. And sometimes a chatbot and a FAQ.
Finally, directly linked to the buy button by an invisible but powerful tie, there are customer reviews.
The best approach is to include specific customer reviews directly at the bottom of each product page, rather than offering general reviews only available on the homepage (which your prospects won’t necessarily check if they land directly on the product page via search results).
Our tip
As you’ll have understood, when well done a product page is much more than a product page: a showcase, a business card, and an interface with your customer.
It is these multiple functions that guided the writing of this article, intended to help you better understand why and how to create a PrestaShop product page.
If you want to entrust the writing of the text content of your product pages to a professional copywriter, you can rely on the experts in writing and web communication waiting for you at Rédacteur.com.
