Your homepage and category pages introduce your products and guide your visitors to the item that is most appropriate for them and build their desire for the product along the way. When your homepage and category page are working as intended, your visitors will ultimately be directed to a product page where they can view one product in detail – the one that seems most promising to them.

Although you’ve directed your visitors to the best product for their needs, your job is not done yet. To complete a sale, a product page must:

• Strengthen a visitor's desire for the specific product. This is important to increase sales from browsing customers and also serves as a way to confirm the decision of a solution-seeking visitor.
• Provide all necessary information for your visitors so they can decide if the specific product is really right for them. You don’t want to overwhelm your visitors with information, but you do want to provide enough information for them to confirm their purchase decision, or rule out competing solutions.
• Give a clear and compelling offer that pushes the visitor towards making a purchase. By clear, we mean it must be clear to the visitor exactly what they will receive if they purchase that product, what they save, what it will cost, and when they will get it.
• Direct a visitor to the right product in the event that the selected product is not the right one for your visitor. In the event a shopper was misdirected by a category page or made a mistaken click, you want to keep them on your site and direct them to the appropriate product for their needs.
• Increase the cart value by suggesting higher tier items or accessories for the existing item to have the shopper add as much value to their cart as possible.
• Increase the feeling of urgency by providing an offer or discount available for only a limited time, prompting visitors to make a decision quickly.

Here's a great example to demonstrate how to use these tips above in practice:

These functions of a product page can be grouped into the three main goals a product page hopes to achieve:

1. Build up the product’s value in the eye of the customer
2. Display a great offer that’s hard to refuse
3. Close the sale and handle any last minute questions or objections

Let’s look at each of these three main goals of a product page in detail.