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The Kong Academy provides actional hints, tips and guides to making the most of your eCommerce store.

How to Create the Ultimate eCommerce Product Page

Kong Academy - How to sell online

Here we take an indepth look at particular topics of interest to beginner and established webstore owners.

How to Create the Ultimate eCommerce Product Page

Julian James


Selling online can be enormously satisfying and also great fun. In this article, we will look at simple techniques that will give you a real advantage over the competition, maximise your opportunities and help you to really enjoy the development of your online store. 

The Homepage – your online shop front

Without a visually interesting and inviting homepage page, your customers will have no idea where to go or what to look for, making their experience less enjoyable and therefore reducing the chances of them heading to your product page. Drawing comparisons with real-world shopping, the homepage page is akin to the customer walking into the store and having a quick look around. Your homepage page should therefore give your customer a ‘general’ idea of what is available in your online store.

Your homepage can also be used to promote featured products and discounted items. It can also display a welcome message explaining briefly the benefits of shopping in your online store, as opposed to someone else’s.  

To change the Homepage on your Kong store, just follow the steps in this short article.

Features and Benefits - The magic that sells things

It's really important that your product description gives your customers everything they need to make the choice to buy. A product description must include both the features of the item and the benefits to the customer.

A product ‘feature’ is something special about the product and a ‘benefit’ is about how the feature will solve the customer’s problem or otherwise be of use to them. For example, a key ‘feature’ of a waterproof jacket may be its welded seams or the securely covered zip fastener; the ‘benefit’ to the customer is more straightforward: they don’t get wet! As yours is an online store, visual imagery is essential and in this case it might be a good idea to include a separate photograph of the welded seams or the covered zip fastener. 

You can get more tips in our article Big-Up Your Product Descriptions

Customer reviews

Online shoppers love to know what other people think of the product they are thinking of buying. Whilst at the very start, you won’t have any reviews, you can always ask them to give a review. Some will, some won’t, but when they do, always include the reviews on the specific sales page. Include all of them, not just the good ones and people will know that you are being honest and this will give them confidence to buy from you.

Using colour properly

The colours that you use when designing your product sales pages, play a big role in the good (or bad) experience customers have on your store. Here are a few useful tips for using colour:

  • Any ‘buy now’ or ‘call to action buttons’ should be in a contrasting colour in order to stand out. 
  • White backgrounds are often best as they highlight the product images.
  • Think about how receptive your audience is to a particular colour scheme. For example, consider the culture, background, age and interests of your audience.

The camera never lies – or does it?

Your photographs are the nearest your customer is going to get to the product before they actually receive it.

Your should never use substandard photographs, and always use sufficient photographs to illustrate the features and benefits of the product.

Taking your product photographs can be both fun and satisfying and following our handy tips will help you to get the best results:

  • When photographing your products, try to use as much natural light as possible.
  • Try and photograph your products in situ to give inspiration to your customers, or photograph the product against a white background.
  • Take as many photographs as you think are necessary to describe the product adequately. If in doubt, take another one!

Don’t worry if you are not an ace with a camera, you can still do a great job yourself with a smartphone camera. We have created guides for using a smartphone or a DSLR/compact camera.

Product pricing – the great conundrum

A good starting point is to look at what others are charging for the same or similar products, whilst also taking into account any additional features or benefits that you offer, beyond those of your competitors.

Also consider the perception of quality and value. If something is too cheap they'll assume it’s rubbish, but if it’s too expensive, you might frighten them away. If you’re selling luxury items, however, people will expect to pay a luxury price, even online.

Price Your Products Properly, and your customers will be more inclined to purchase.

Create the Ultimate Product Page

In the physical world, if someone likes you, trusts you and wants or needs what you are selling, they will probably buy from you. Incorporate that ethos into your product sales pages and you’ll have a successful online store.

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