Step-By-Step Guide to Designing a Products Sales Page
Just as with offline marketing, if your online store has an incompetent marketing strategy, it will fail to sell products. Without a sizzling, clean, and effective online sales page, even the best products will not convert customers. Therefore, the first step to selling products online is to design a great product sale page.
Creating an online product sales page is a complicated process. It involves using several marketing and SEO skills in order to gain an audience. If you are worried about how to go about designing a terrific product sales page, this article should help you.
We have made a step-by-step products sales page designing guide here. It will help you get an insight into sales page designing and Photoshop productivity.
What is the Products Sales Page?
A product sales page is a call-to-action page that has ‘buy’ buttons on it. The aim of this page is to attract, inform, and sell. Always remember, if you are not converting, you are losing money.
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A product sales page is like any other post-click landing page that you can find on the Internet. The difference between a landing page and a product sales page is that the latter aims at selling. The former focuses on traffic assimilating and information imparting, but a sales page has to convert visits into sales.
To serve the purpose of actually selling products, sales pages need to be attractive and convincing. This is where a designer’s job comes in. A designer’s job is to make the page so attractive enough to engage visitors and sell products.
Designing a Great Products Sales Page by Optimum Structuring
Creating a great design for a product sales page is of utmost importance. It requires skill, talent, aesthetical understanding, along with technical proficiency. A good product sales page design is not only informative but also attractive and converting.
There are many ways to create a good page. There are many designs and formats to choose from. However, a good designer will be able to crackle the best personal traits and ideas into creating a good page. Each beautiful and clean online sales page is the product of the designer’s imagination.
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Designing tools are other necessities to design a great page. The most commonly used tool for page designing is Adobe Photoshop. You can get the most professional-looking products out of it, but there is a lot to learn about increasing Photoshop productivity.
Photoshop is an extensive software that gives you maximum independence. However, it is so user-friendly that it leaves almost everything to the designer’s talent. This makes it have a bit of a learning curve.
If you want to create a product sales page through Adobe Photoshop but do not know how to use it best, continue reading, and you will find answers.
Steps to Creating a Great Products Sales Page Design
Given below is an extensive guide on how to create the perfect products sales page using Adobe Photoshop. The page you will design with the help of this guide will convert several customers. It will help you get the most out of your webpage.
1. Create Content
The very first thing you need to do before designing a page is to create content. You must always create content before you start designing since writing and designing simultaneously is not a good idea. This is because it does not let you completely focus on either of the things.
Even though the design attracts customers, it is the content that will sell the product. The information, security, and assurance that you provide through content, along with your design and product, will help you sell.
· Create Structure
The purpose of good content is to form structure. This structure will not only help the designer plan the design but will also navigate the customer through the page. The content of a product’s sales page should always be well-knit and coherent to the product or service at hand.
· SEO Optimization
Your content should be SEO optimized and should be relevant to your products. This will help you get more traffic to your website. It is the content that can help you rank high on search engine results. If you end up ranking among the top, you will have more people visiting your page. The more the traffic, the more likely you are to sell.
· Do Not Hesitate to Write More
One issue that many designers face is the question of the number of words they should use. The answer to this question is – write as much as you want, as long as it is relevant. It is necessary for the content to be catchy but precise so that customers get all the answers that they need.
Remember, if a customer does not wish to read your content, they can skim through it. However, if a customer actually reads the page and has some questions left, you’re in trouble. Your product sales page should be as detailed as necessary for better sales conversion.
· Compelling, Not Shoving
Most terrible product sales pages’ content has the same problems. They are excessively hyped. The writers of such content give the impression of believing that the more exclamation marks in the content, the better that product will sell.
This is, however, not true. All exclamation marks, capitalized, bold, and over-emphasized texts do deviate the customer’s attention from the product or service to the child-like design and text. The content, therefore, should be convincing, not forceful.
2. Create a Color Scheme
Once the content part of the page is done, it is time to start with the designing of the page. The first thing that comes to mind while designing is the color scheme that will be prevalent throughout the page. Creating a color scheme is necessary as haphazard colors that do not blend, destroy potentially good designs. Colors play a vital role in attention-grabbing.
See also: How to choose color for design projects.
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The kind of colors you use changes the feel of your page. For example, blue evokes trust and loyalty into a page. Green brings out peace, and red creates an illusion of power. It is advisable to form a color scheme according to the nature of the product or service in question.
A color scheme that incorporates at least 2-3 vibrant colors is great. The scheme should also include neutral shades such as gray, beige, or black to get some balance between differing shades.
You should follow this color scheme throughout the product sales page. This will give a sense of unity as well as diversity to the page. Differing shades help keep the customer-focused and interested.
3. Decide the Page Proportion
Before you begin to design the page, you must decide the dimensions that you’d be working with. Set the height and width according to the length of the page that you want to create. For reference, a product sales page with a width of 1600 pixels and a height of 12000 pixels is pretty tall.
Below are the two types of page sizes to get you an idea of what you might want to work with.
· Short-Form Landing Page
Short-form landing pages are direct and aim to increase the number of overall leads. They feature less, to-the-point information. Their aim is to list the product at hand, detail its features, and sell. They do not aim to explain, detail, and engage the visitor.
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The benefits of short-form pages are that they do not provide much that could distract the visitor. They serve their purpose and sell the products. However, they can leave visitors wanting more information.
· Long-Form Landing Pages
As opposed to the direct short-form pages, long-form pages are more detailed and difficult to design. They indulge in persuasive, narrative, and descriptive writing. The purpose of these pages is to keep the user engaged for such a long time that they are immersed and convinced about the productivity of the service or product in question.
(Source : Google Images)
Long-form pages make sense when you only want to sell one product or service. In that case, it is better to stock all information in one tall page instead of dividing it into several, leaving a place for the visitor to get distracted.
Long-form landing pages tell compelling stories. They navigate users to buy buttons without making them feel that they are being forced or asked to get there. Designing such pages is a difficult task, but it is also the most interesting one.
4. Create Guides
Once you have created a Photoshop page of a suitable size, you would want to start creating. It is always a great idea to create guides before you put any elements or layers in. This is because guides give you a border to work with. They help you keep an alignment within the page so that the final product looks clean.
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To draw guides, you must switch to the Marquee tool and try to draw a free size box. However, if you cannot draw a precisely sized box, you can also create a fixed-size box by choosing the option from the menu.
Now that you have a box, you must center it. Click on the rulers and bring them to run over the vertical sides of the catered box.
You can now delete the box. By doing so, you’d be left with guides that have that box’s dimensions worth of space between them.
5. Create a Header
The header is the first thing that visitors see when they open your product landing page. This makes it one of the most important elements of the page. The impression that is made through the header makes or breaks a customer.
A good header keeps the visitors engaged enough to proceed to read the main content of the page. This might get them interested in your product or service.
Once you get the reader engaged enough to proceed from the header, you can be assured that they’ll read the rest of your page.
A good header must have the following things.
· An Interesting Background
The background of your header should be descriptive of the page’s intent. If the page is selling a self-improvement course, you can add a picture of the sky or mountains to illustrate growth. A graphic background adds an element of interest to the entire page.
· Logo or Graphic Element
If you are selling a product or service that is affiliated with a company or a professional service provider, you should definitely add their logo. The logo emphasizes the company and invokes trust in the customer. However, if you do not want to put in a logo, you must add a graphic representation of the theme.
Adding graphic elements adds interest to the design. They are not only important in the header but crucial to apply detailing throughout the page. Always make sure that the logo or graphics are well placed and illuminated enough to be subtly visible. They should not steal the show.
With unlimited graphic design, you can get everything you need, and we can put together a very cohesive brand identity.
· Compelling Heading and Catchphrase
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The heading of the catchphrase (subheading) of a page should be relevant to the topic. They should give the user a clear understanding of what the page is trying to sell. But at the same time, they must be catchy and compelling.
The heading should encourage the reader to continue reading. This is important to make sure that the reader does not leave from the onset of the page.
6. Plan Different Sections of the Page
Once you are done designing the header, you must plan the rest of the page. If you are aiming to create a long-form page, you must have at least 5-6 sections on the page. Each section should be focused on different narrative ideas.
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While the header gives an idea of what the page is about, the first section can give an idea of how the product or service came to be. The second section can be a detailed account of the company or the service provider. The third can be information about the product or service, while the next could be a list of benefits of using the product or service in question.
The last section of any product sales page should be the selling section. It should have ‘buy now’ buttons and a brief overview of why the visitor should buy the product or service. This section should also include a comprehensive cost break-down of each product or service offered.
7. Creating Sections
Just like the header, the different sections should also have headings, background, and relevant text. However, unlike the header, the sections’ backgrounds should be subtle and non-graphic to improve readability.
The background of each section should be from the color scheme that you had created for the specific page. Each section should be full of information and should be a complete whole in itself.
The different sections of the page should come together in terms of coherence and color coordination. Each should have its purpose to serve.
The size of each section should also be such that all the information is provided within a uniform proportion. If one section is too long in comparison to others, the unity looks off-balanced.
8. Add Testimonials
One golden rule of marketing is that people will always trust other people over the company that they’re purchasing from. While this creates problems for goodwill building at times, it is an opportune thing to take advantage of.
(Source : Google Images)
For a product sales page, a testimonial page is the most beneficial section that you can incorporate. Not only does this page induce trust in the visitor’s mind, but it also helps beautify the design as a whole. Adding pictures acts as element and layer addition, and the testimonials let the visitors see that you can be trusted.
9. Add Calls-To-Action
The last section of your product sales page should be a ‘buy now’ section. However, you must incorporate a few CTA buttons in other places as well. The purpose of this is to make it easy for visitors to buy what you’re selling.
(Source : Google Images)
Adding a CTA at the top of the page is good for visitors who have already made up their mind and are not going to go through the entire page.
A good CTA should always be of a compelling design that stands out from the rest. It should use action power words and highlight the value of your product or service.
10. Add Details
There are many designing elements and details that can be incorporated into a design. They make everything interesting and premium looking. Details such a background, icons, shading, gradient, color, etc. are crucial.
Details create a unified feel to the page by creating a specific page aesthetically. They also add details and an element of interest to the page.
All good product sales pages have a clean aesthetic. Without it, the page looks bland and uninteresting, making the visitor leave before they even reach the buying section.
Since all these elements require detailed descriptions, they will be explained in a later section of the article.
11. Always Organize your Layers
While adding details and different sections to your page, it is natural that the layers section on Photoshop will become crowded. This clutter can make you feel overwhelmed and confused while editing and polishing your design.
To avoid getting into confusion due to multiple layers, you must organize them as and when you create them.
A great organizing idea is to make separate folders for each section. This will help you keep track of each element and layer that you might have added to a small area. Once you are done with one section, create another folder for another section.
Making different folders for different folders for different sections is an incredible action. This is because this helps you copy and transfer layers and effects from one section and element to other sections and elements effortlessly.
When you add different layers to any section, always make sure to name each of them. This comes in handy when you have a lot of details in your sections and want to make changes to a few of them. If you do not have separate names for separate sections, you will not be able to locate specific layers efficiently.
12. Making the Entire Page Come Together
Once you are done creating different sections of the page, it is time to make the entire page uniform. To do so, make sure that you are using icons that are of similar aesthetic appearance. The colors and proportions should all come together to look unified and visually appealing.
A great way to make sure that the page looks like one whole instead of different sections is to look at it from a visitor’s perspective. Does the page look coherent? Do all the sections string together well? Is the information provided relevant? Is the current section different from the previous one but doesn’t look like it is part of some other page?
If answers to all the above-given questions are in affirmation, then voila! You have a great product sales page in front of you.
Making Your Products Sales Page Design Look Visually Pleasing
As mentioned earlier, a great product sales page is not one that is only informative and well-structured. A good page is one that looks so attractive and beautiful that it makes the visitor want to stay on it longer.
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A page with a simple white background and black text in Times New Roman can never engage the reader. It will bore the reader’s mind and make them leave the page quickly. However, a colorful, detailed, and textured page is sure to engage the visitor’s mind. This will make them stay long enough to understand what you’re trying to convey through the page.
Detailing can breathe life into your products’ sales page and can make it much more interesting. Given below are a few tips that will help you add detail to your design.
· Add Backgrounds
As explained in the Header part of the previous section, an interesting background is very important. It helps the visitor get some detail and keeps their mind engaged. Colors, textures, and graphics in the background create an element of uniqueness and interest.
Choosing the right background for each section is the first step to the visual development of a page. The header section should include a graphic picture of the background. This is because it adds life and texture to the page.
(Source : https://unsplash.com)
If you are wondering where you can find good background images for the header, we have a resource for you. You can visit the website unsplash.com to get interesting backgrounds for whatever you are designing. You can make the plethora of stock images from here look phenomenal with photoshop customization. By downloading and adding images from here to your design, you can add great detail to your design.
While graphic backgrounds work best for headers, they can do grave injustice to the different sections of your design. The sections that are going to be detailed and informative should feature simple backgrounds. Block colors from your color scheme work best for a minimalistic design. You can, however, add texture to make the design pop out.
While using block colors, you should remember to alternate between different colors. Too many opposing colors do not look good. Therefore, an alternating pattern of popping color with neutral colors is the best choice of background color designing.
· Text Font, Size, and Pattern
Text is the foremost element that appears in a design. Even if a design has many layers, the text will always be the most noticeable. This is why the text font, pattern, size, and color make or break the design, much like the content quality.
Make sure that the heading and the subheadings are placed in a way that they gain a lot of focus. However, the focus should not be shifted from the final product or service that is going to be sold. A technique that a lot of bad product sales pages employ is over the brightening of the heading. This not only kills the visual appeal of the design but also grabs too much attention.
The font of the text should be appealing. You can use different fonts for different sections, but you should always use similar fonts to unify the page. The font helps in creating the aesthetic appeal of the page. Fonts like Trump Gothic and Helvetica work great for product sales pages.
You can use texts to define borders in your design. By manually tweaking the text pattern, you can shake them like a box, or a triangle, or any other pattern whatsoever. This gives a sense of structure to the design.
You must always make sure that the text should also follow the color scheme that you have made for the entire page. Even though it is tempting to use black or white texts, you can make them pop out by contrasting it with the background. You can also make the headings stand out by giving them a different font, color, and size than the rest of the text.
Giving different color patterns to different lines can also help to produce a great effect. However, this is something that should only be done if it looks good and not so that you have an interesting element on your page.
· Adding Dialog Boxes
If you use colored, textured, or graphic backgrounds, your text might become unreadable at certain places. This creates a huge problem because whatever you do, you should always have clear text.
Creating dialog boxes over the background is a great idea to do so. You can go to the Shapes or Marquee section of Photoshop and draw custom size dialog boxes. By filling them with white, you get the appropriate text background.
Adding dialog boxes has more utility, though. It adds a new layer to your design, making the foreground and a background effect in the design. They also create proportions and segregate different types of texts. All these things show dexterity in the design.
You can detail these boxes by adding colors on top or bottom of these boxes or by adding texts that are in beautiful fonts. This is where you can get as creative with the design as you’d like.
· Adding Icons and Graphics
Adding icons and graphics is the best way to add detail and drama to the design. Any design looks more appealing and unique with the help of great icons that make the text more informative.
(Source : https://thenounproject.com)
You could either buy icon packs on Adobe Photoshop or download icons from the Internet. A great website to download icons from is thenounproject.com. This website has icons for just about any word that you could type. You can find not just one but several icons to make your design pop out.
Examples of using icons include adding an airplane icon if you’re talking about a travel plan. You could include a house icon if you are selling home loans or can add tag icons if you are selling multiple products.
Overall, the number of icons you use and the way you use them makes a huge difference to the design. If you use too little icons, you can end up with a text-centric bland-looking product sales page. However, if you use too many icons, you might run the risk of over-cluttering your page.
The opacity and texture of icons are also important. If you’re using an icon in the background of a dialog box or text, you must always reduce its opacity. However, if you want to use an icon as a bullet point marker, you should increase the opacity.
· Add Textures
Simple and plain backgrounds are in all rage at this time. However, a little bit of subtle texture is great to make your design look interesting. Once you are done with laying the background, colors, and content on the design, you must decide if it needs texture.
A good design is one that is neither too cluttered nor too flat-looking. Adding texture adds a lot of life and depth to a design in a way that icons, colors, and graphics can’t.
Adding patterns to a design helps in creating texture on each background. The website subtlepatterns.com has repetitive patterns. Due to their repetition, you only have to apply a pattern once, and you’re good to go. This website also has a photoshop plug-in, which makes adding patterns very convenient.
To add the pattern effectively to the background, you must remove all color from it. This is necessary because adding texture is the last step to your design. This means that you have already laid down all the background colors, and you wouldn’t want to change your entire design only for the pattern I question.
To remove colors, you must desaturate the pattern and then bump up the levels to such a high extent that all the color is lost. You can do both these things by clicking on the sections of the image on Photoshop and then select different options from the Adjustments menu.
After you are done adjusting the pattern image, clip it to the background, and reduce the opacity to about 5%. This will extract the texture from the pattern and remove all the image detail.
The texture is generally applied to the entire page, so you must adjust the strength and opacity according to the needs of each background color.
· Play with Photo Editing Tools
A benefit of using Adobe Photoshop to use design is that it is primarily a photo editing software. This helps you use various professional photo editing tools that will make the design exemplary.
You can add or remove gradients to different layers of the design to make them unify and look amazing. You could also remove elements from the stock images that you might have used. You can even add or remove shading on images and behind texts.
This is particularly powerful if you want to add drama to the design to make it look appealing. Remember that stock image we used for the background? We can make it look phenomenal through photo editing tools. You can add shading by adding black color over the entire image and then use a giant eraser tool to put a focus on the center – where the heading of the page is.
You can also add or remove color, border, gradient, and texture to the icons that you will be incorporating into the design. All these things take time, but they make a text as professional and efficient as possible.
Creating an exemplary product sales page is of utmost importance if you want to sell products online. There is no way of selling products if the place where they’re being bought from does not feel legitimate.
Even though designing is a task that is personal in nature, there are a few general things that each designer can follow to enhance the format and quality of their design. Making the page appealing and engaging is the first thing that will help the page convert the maximum possible visitors.