The product page is where most customers finally decide to either buy a company’s product or completely abandon the store or their cart, and it tends to be a neglected page in sales funnels. Most business or store owners tend to concentrate their efforts on improving the landing page or the company’s checkout page by adding tweaks or features according to a customer’s actions on the website, with the intention being to convert their visit into sales.

The product page tells the customer why that product is so great, explains what problems it can solve, and lists any of the details a customer needs to know to make a purchase. And while it’s important to have attractive photos of the product and well-written descriptions of it on this page. But, that’s not all that this page needs.

This is common in the news world, as most news reporters or journalists are continually looking for ways to put the lead in the most noticeable location when telling a story, which businesses should be doing. While a product may have several essential details associated with it, companies shouldn’t make customers go out of their way to find these details – as soon as their eyes land on the page. They should have a clear idea of what the product is and why it’s valuable to them.

This should be obvious to most companies, but when looking to optimize the product page, businesses should make sure they don’t forget to add the call to action in a prominent location, so customers can easily find it. Making a purchase should be the easiest journey for the customers, which means the call to action – in this case, the “Add to cart” or “Buy” button – should be impossible to miss, but it also shouldn’t stick out from the rest of the page design.

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One of the most important features of any website, which customers often rate at a high satisfaction level, is getting a fast answer. No one wants to waste their time looking for the answer across the entire website. Having a targeted live chat that is activated on the website’s key pages is how many businesses these days make it easy for their customers to have their questions answered and make an informed decision when making a purchase.

When a product claims to solve a certain issue for the customer, the best way to support this information is through other customers’ testimonials or reviews. This is both a way for the business to establish trust with the potential consumers and another way to get their attention. Most shoppers tend to read several reviews about a product before they decide to buy something. According to surveys and research, these shoppers trust customer reviews a lot more than they do the product’s description provided by the manufacturer or the company itself.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.