8 eCommerce Product Page Conversion Tips
The product page plays a significant role in your eCommerce conversion rate. For this reason, the product page is one of the first things that need your attention when optimizing your store for sales.
You may have the most attractive Facebook ads, the smoothest checkout, and the best products- but without optimizing your product page, you will end up with a load of abandoned carts. To inspire sales, you need to approach your product page with strategy. Everything on the page needs to be intentional.
From the images to the words, every element on the page needs to encourage customers to convert. Improving your product page and increasing conversions should sit top of your priority list.
Below are eight product page tips that will help you optimize your product page for conversions.
1. Upload High-Quality Product Images and Videos
To convince a customer to buy your products, you need to show them how good your products look. What better way to convey this message than through images and videos?
The best way to build trust on your product page is by uploading large, crisp, and interactive images and videos. Unfortunately, many online retailers are unwilling to invest in professional-quality product images. You can take advantage of this unfortunate circumstance and stand out from your competition.
Product images and videos matter a great deal when it comes to persuading buyers to make a purchase. Investing in high-resolution product images is an effective way to optimize your product page for conversions.
The benefits of excellent product photography include:
- Building trust and overcoming objections
- Creating a great first impression
- Molding the expectations of the customer
- Increasing the chances of social sharing
- Establishing brand consistency
- Standing out from the competition.
To learn how to take the highest-quality images and videos using the very least, here are some resources that will give you helpful tips:
- Volusion’s DIY Product Photography Guide
- Shopify’s How to Capture High-Quality Product Images with Your Smartphone
- Shopify’s Ultimate DIY to Product Photography
- Vend’s How to Take Photos that Attract and Convert Customers.
2. Add Trust Badges and Statement
the internet is a useful tool. It allows us to communicate, sell things online, work, and entertain. While the internet is helpful, it also creates moments of vulnerability. Almost every week, we read stories of new data breaches at major corporations, credit card fraud, or identity theft.
As more and more reports come out, consumers have grown wary of leaving their personal information online.
To build trust with your customer base, you need to convince them that their information is safe. One way of accomplishing this goal is by adding trust badges and statements on your product page.
Below is some useful information on the importance of trust badges to product pages:
- MonetizePros’ Five Trust that will Increase Your Conversion Rate
- Crazy Egg’s How Choosing the Right Trust Badge Increases Your eCommerce Conversion Rates.
- Forbes’ The Importance of Trust Badges on Your eCommerce Site
- VWO’s Establishing Credibility with a Trust Seal Increases Your Conversion Rate by 32%.
3. Leverage Psychology
Product page optimization often boils down to one thing: psychology. The most effective eCommerce merchants understand this concept. You need to familiarize yourself with the psychological principles that other brands are using to promote sales.
Below are some universal psychological principles that are common in the eCommerce industry:
- Reciprocity: compel the customer to take a specific action in return for getting something for free.
- Urgency: Create within a customer the need to buy before its too late.
- Scarcity: Create within your customer base the need to buy before quantities run out.
- Social proof: Create within your customer base the need to buy because others in the community are buying.
- Authority: Create within your customer base a need to buy because influential people and celebrities are buying.
Here are some useful resources about the psychology around eCommerce:
- Search Engine Watch’s How Understanding Psychology can help you increase eCommerce Customer Sales.
- HubSpot’s Psychology of eCommerce Sales: Consumers and the eCommerce Checkout
- Sweet Tooth’s How to Sell More with eCommerce Psychology
- Copybloger’s Seven proven Secrets of High-Conversion Checkouts.
4. Include Customer Reviews on the Product Page
You can spend your entire budget blowing your own trumpet on Facebook, Google, or other advertising platforms, but none of these options are as effective-of-mouth recommendations and referrals.
Nearly 95% of online shoppers read reviews before making a purchase. Finding encouraging reviews can give your client that push that they need to make a purchase.
Displaying reviews can increase your conversion rate by a whopping 270%. About 72% of customers do not make a purchasing decision until they have read the relevant reviews. Almost 84% of consumers trust the reviews that they read online.
Displaying product reviews from customers who have used the products builds trust between potential customers and your brand. This trust is crucial in persuading the target to make a purchase.
Focus less on optimizing your product statements and leverage the statements from your local customers, brand advocates, and most recent customers.
5. Remove the Clutter
It takes too much effort to bring a customer to a specific product page. You want your potential buyer to remain focused on adding the item to his/her cart. Removing potential distractions from your product page design helps potential buyers maintain focus on the product. Such adjustments increase conversion rates.
Include only product relevant information, including clear images and essential product details. Utilize negative spaces and remain intentional with typography, CTA buttons, and product copy. Keep your product page as simple as possible.
Below is an example of an effective product page:
6. Use FAQs to Educate the Consumer and Overcome Objection
Sometimes, your site will attract curious web browsers looking for information about specific products. By providing the information that these curious cats are looking for, you can make some conversions.
To sell products to today’s consumer, you need to solve his/her problems. As a service provider, you need to convince the consumer that your services are the solution to their problems.
FAQs give you the best platform to demystify your products and services. Through the platform, you can answer the questions that site visitors are likely to ask.
Attach a product relevant FAQ section on your product page. You can place it below the fold or in a lightbox or drop-down menu.
Common product questions include:
- What makes your product different from the competition?
- Are shipping costs included in the product’s cost?
- What is your return policy
- What payment options do you offer
- How long will it take before I get my order?
Below is a product page of an online clothing store that includes a stylist’s note:
Taking the time to inform and educate website visitors will allow you to address and dismiss any objections. As a result, you will be pushing your prospective buyers closer and closer to conversion.
7. Zero in on Your Value Proposition
Ecommerce is all about solving the problems of the consumer. You can boost your conversion rates by emphasizing the benefits of your products to the consumer. Every visitor logs on to your eCommerce site because they need help with a problem. Whether the visitor is looking for a way to look better, feel better, or become more productive, it is your job to solve the problem.
Prioritize your value proposition. Make sure that the consumers can quickly grasp the value that you offer.
When designing your value proposition, ask yourself the following questions:
- Who are your ideal customers?
- What are they looking for?
- How can my products help them?
- What benefits do consumers enjoy while using my products?
- What do our products change in their lives?
- What is the result that our customers are looking for?
- What promises am I making to the people that are buying in my products?
You can find help from online resources on how you can design a great value proposition. Your value proposition needs to manifest in the language of the consumer. The proposition should join the conversation that is ongoing in the customer’s mind. To create a great value proposition, you need to understand the language of the consumer. Use this language to describe what you are offering and how the consumer will benefit.
8. Make Mobile Conversions a Priority
We see more and more people embrace mobile phones as their favored devices for online shopping. The bmobile consumer has no patience for long product pages that take too long to load.
By failing to optimize your product pages for mobile devices, you are missing out on a huge slice of the pie. To boost your conversions, ensure that the consumer can view and purchase your products from mobile devices.
Below are some mobile product pages:
Product Pages Play a Significant Role in eCommerce Conversions.
What is the best way to improve eCommerce conversions? Any conversion rate optimization expert will answer you, “It depends.”
It takes a lot of effort and money to bring a potential buyer to your product page. That is a lot of heavy lifting and hard work. The product page is not the place to squander all this hard work. It is upon you, the retailer, to create a conducive user experience that compels a visitor to become a customer.
Is there a right or wrong way to create a product page that converts? No, it takes a lot of trial and error to find the right ingredients. With the eight tips above, you can take the guesswork out of the equation and make some conversions.
I wish you all the best and good luck selling.
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