Being an e-commerce store, directing traffic to your website is just half of the battle. That by itself is a tall order, but a lot more requires to be done to enable you to really generate sales.
Spare a moment to place yourself in the minds of the consumers.
Obviously, they’re somewhat curious about whatever you’re selling. Perhaps they discovered you from an organic search of a product they require or perhaps they clicked on a PPC advertisement. It’s probable that they discovered your site from a social media campaign.
The way they discovered you doesn’t really matter. What’s vital is that they arrived on your site due to interest. You’ve performed a nice job of configuring your site navigation, rendering it simple for visitors to find precisely what they’re searching for. This takes them to the product page, which forms our main focus.
This is what you need to understand. When a website visitor alights on your product page, they’re frequently only a click away from finishing the purchase process. However, that won’t occur unless those landing pages are optimized for conversions.
Failure to correctly design and optimize product pages is a common mistake made by e-commerce sites. This article details all you need to know regarding the crafting of product pages that fuel conversions.
# 1 Ensure Your CTA Is Distinct And Obvious
How does someone purchase a product from your product page?
They are required to click on a button that permits them to check out. However, if that button is buried somewhere on the page, you won’t spur as many conversions.
Visit your website and view your product pages. Observe if your CTA is clear and obvious.
If your visitors are unable to spot the button straight away, it’s an issue.
Your CTA must display at all times. If users need to scroll to locate it, then it’s not going to fetch a high conversion rate.
Something else to bear in mind is not to position your conversion CTA close to other CTAs on your site. For instance, the “buy now” button shouldn’t be placed adjacent to a “subscribe” button.
While gathering emails is important, that doesn’t fit above the fold on your product page, and it definitely shouldn’t be somewhere that will attract attention away from your transactional CTA.
Don’t become excessively fancy or cute with the wording of your call-to-action also. Something like “add to cart” or “buy now’ is simply fine. Attempting to be creative here can result in confusing your customers.
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# 2 Employ Professional Photography
In contrast to brick and mortar retail, online customers depend highly on images to arrive at their buying decisions.
Your smartphone might click a wonderful picture, but you should not employ it to snap product photos. Everything must be managed by a professional.
Use a photographer to manage photoshoots with professional gear and editing software. It pays off to invest extra in these items for getting the best shot. You’ll need to click photos from all possible angles.
You must also ensure to take the “correct” photos for your product pages.
For instance, let’s suppose you’re selling a wristwatch. A standalone photo of a watch on a table doesn’t truly provide much value for the consumer. But if you place it on someone’s wrist, it offers them a better idea of the way the product will appear if they purchase it.
The photos from the product page of MVMT are superb as they tell the complete story concerning the product. It’s stylish, appears stunning, and can be worn as activewear and casual wear alike.
# 3 Add Social Proof
Irrespective of how unique or independent a person asserts to be, consumers will nevertheless pursue the lead of others. Why should they purchase a product when nobody else has?
They can’t ascertain if your product is nice, useful, or simply a squander of their money. In the absence of an answer to these questions, they possibly won’t buy.
That’s why you are required to insert social proof on your product pages.
84% of people rely on an online review to the same extent as a recommendation from a friend. After reading from 1 to 6 reviews, 68% of customers make an opinion about a product or brand.
It’s your task to promote customer reviews. After someone conducts a purchase, drop a follow-up email and request them to review or rate the product. The more reviews you obtain, the stronger your position will be.
Actually, 49% of consumers mention that they consider the quantity of online reviews when they’re assessing a business.
Here’s another instance of this strategy employed by Brooks.
This product carries 68 reviews and it’s ranked 5/5 stars by their customers. You can view this information above the fold, and close by the product description.
Though, the actual reviews aren’t displayed here. If you click on them, they will take you to the bottom of the page.
Reviews
That’s where the reviews reside.
If these were placed somewhere else on the page, it would be extremely annoying and depart from the product and CTA. However, by placing some detail above the fold, and presenting customers simple access to locate the reviews and read them, it assists their buying decision.
Visitors can achieve all of this without needing to move to another landing page or third-party review site.
# 4 Include Videos
Earlier, the importance of letting your customers obtain a better understanding of your products with images was alluded to. However, a video actually presents them with an exact look at everything.
Videos can illustrate your products more than an image ever could. In fact, 90% of people hold that product videos are useful during the buying process. 70% of marketers believe that videos convert more than any other kind of content.
After seeing a video, 64% of consumers are more inclined to purchase a product. Videos are excellent for those among you who possess products that require slightly more explanation. It’s not essentially needed if you’re vending something simple, such as a plain shirt.
However, you can still add videos, even though you’re selling something plain. Allbirds is a shoe company that includes videos on its product page of people strolling in their shoes.
For those among you that possess a product that’s a little more complicated and needs further explanation, inserting a “how to” video or product exhibition can be extremely useful to the consumer.
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# 5 Frame Product Descriptions Carefully
This is amongst the more common mistakes that are seen on eCommerce product pages. Everything appears superb until the description.
While your product page must certainly be visually attractive with photos and videos, you still need to include some text on the page.
Keep it brief. Don’t go overboard with lengthy paragraphs. Nobody desires to read extensive blocks of text. You can employ bullet points to concise the content and make it simpler for people to read.
Stop being boring. Set up a brand voice. Understand your audience and what they wish to hear.
If your target market is business professionals above the age of 50, the description would be separate from if you were attempting to access college students.
Consider this product description from Dr. Squatch, an e-commerce site that vends men’s soap.
Dr Squatch
This specific bar of soap was motivated by the scent of beer.
Scrutinize closely at some of the text in its description. They employ phrasing such as “drag a lawn chair into the shower” and “sip a couple cold cruisers.”
Their product isn’t for all. Therefore, they’re at ease utilizing slang to serve a specific market.
Know your customer and what they desire in a product. Then implement that into the description.
Don’t simply hasten the process and mention “soap that smells like beer.” Does this define the product? Certainly.
But will it inspire anyone to buy it? Perhaps not.
# 6 Justify Your Pricing
Your pricing scheme forms part of your product page as the price will evidently need to be on exhibition. This is your opportunity to justify your cost and display your product’s worth. The pictures, description, videos, and all else on the page need to define precisely why your product is priced in a specific way. This is particularly true if you are selling products at elevated price points.
Consider this example from Lululemon.
Lululemon
They have a cursory “why we made this” description right below the price.
Briefly, it clarifies that the product doesn’t possess seams, is built with anti-stink technology, is ventilated, and is composed for training.
It’s not simply a standard t-shirt for wearing to bed or over the house. So the great price tag of $68 for an apparently simple shirt bears justification.
In absence of that information, consumers may feel slightly more hesitant to buy.
# 7 A/B Test Everything
Truly, you won’t be certain if your product page is totally optimized until you attempt different approaches.
A/B testing is a very important part to increase conversion as it compares two versions of a web page or element among the users. That’s the reason each element of the page must be A/B tested repeatedly.
- CTA placement
- CTA wording
- CTA color
- Review placement
- Description
- Price size
- Price placement
The list goes on endlessly. It’s a continuous process.
Even while your conversion rates increase, don’t conclude that they can’t go any higher. Continue running tests to be certain.
Conclusion
Product pages comprise the most vital components of your e-commerce site.
When a visitor to a website lands on one of these pages, they are minutes away from converting. It’s your task to ensure that each product page is optimized to push sales.
Employ these tips as a reference to aid you to ensure that your pages contain all the crucial elements required.
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