Although the eCommerce industry has witnessed rapid growth over the years, several brands still struggle to boost their conversion rates. While most brands want to focus on their homepage, they sometimes neglect the other key aspect that helps increase sales – the product page(s). Irrespective of how well you market your brand, or how much traffic you generate, you will not generate user interest and motivation with poorly optimized product pages. These should be stunning and engaging.
An engaging product page exists to inform your customers why they should buy your product or service. This means you focus on customer interest and need, not your need to sell the product. It should include all of the compelling features of that product, explaining how it will fill a need your customer has.
In this article, we’ll unpack seven tips on how to optimize your product pages to boost your conversion rates.
1. Analyze Your Product Pages
Before taking a step towards optimizing your product pages, you need to take a look at your website’s current overall performance. Using web analytics tools, you can analyze your site from different SEO aspects, asking these questions:
- How fast your pages load? Less than seconds is your goal.
- Are there any faulty links or buttons?
- How do your pages look on different devices?
- How user-friendly are your pages?
- Is your page information relevant and sufficient to entice customers to make a purchase?
- Can you improve the words and visuals to be more psychologically appealing?
- How would you rate the overall customer experience on those pages?
Get a second or third opinion.
Once you have analyzed elements on your pages, you can identify the ones that need work.
2. Use high-quality visuals
When selling online, remember that your store relies heavily on quality visuals that should easily capture the audience’s attention. Your product images are the first thing a customer sees when they open your product page and first impressions matter. Since your online customers do not get to feel or physically explore a product before making a purchase, the visual representation and description of the product need to be spot-on.
The human brain processes visuals 60,000 times faster than the printed word. While creative text descriptions of products are certainly important, the visuals will be the things that capture initial attention.
Furthermore, if your budget doesn’t include hiring a graphic designer, do not worry. You can find several free custom image tools such as Canva with easy-to-use design templates. Also, adding a video to your product page is a great idea. It leads to an increase in conversions by as much as 80%. Videos also trigger an increase in how long your consumers stay on your page to engage with your product.
3. Write Thorough Product Page Descriptions Using PMI.
A mistake most brands make when describing a product is to focus on SEO keywords-heavy content and then miss describing it accurately. When customers visit your page, they want to get as much information about your product or service as possible. Making use of PIM (Product Information Management) software can help with such accuracy.
The software has a centralized AI system that enables retailers to manage their product information. For example, product attributes, categories, descriptions, properties, etc., are unified in real-time. The role of this AI-powered technology is to improve the accuracy of your eCommerce retail store. Sometimes, duplicated and inconsistent information often occurs. Thus PMI eliminates such errors and improves data quality. Most importantly, it provides relevant information that will significantly enhance the customer experience.
Additionally, the time it takes to design and launch a product is usually long. But with an effective PIM system, it shortens the process. While you focus on the more tasking aspects, PMI AI-based technology aids process automation, and other repetitive tasks. Using the right PMI software, you can save cost because when your information is accurate, management risks decrease. Also, it lets you easily integrate and share your content across multiple channels. Therefore, you can reach a wider audience and improve your sales conversion rate.
Note that when describing a page, it would help if the product page contains quality description such as:
- A creative yet informative product title
- Product material
- Dimensions or capacity if relevant
- Accurate size chart
- Product color options
- Exact price and availability of the product
Additionally, your product description should be engaging and written with a personal yet creative touch that matches your brand. Product descriptions of Rolex watches, for example, would be far different than those of
Description of the Rolex Yacht-Master Watch
The Rolex Yacht-Master and Yacht-Master II models embody the spirit of the sailor.
Inspired by the rich heritage that has bound Rolex to the world of sailing since the 1950s, the Yacht-Master blends function and style, while the Yacht-Master II brings together the finest in Rolex technology to create a regatta chronograph built for yachting competition.
Description of a Fun Ceiling Stickers from Atari
Asteroids Re-Stick Wall Graphics
Your mission: as you fly through space, shoot and destroy as many asteroids, and the occasional flying saucer, as possible while keeping your ship from being hit. Now, watch out!
Made with Blik Re-Stik™, these movable and reusable decals are based on the same 8-bit graphics from the original Asteroids arcade game. This is an official Atari licensed product.
4. Create a Compelling Call to Action Button
Call to action buttons (CTA) to tell the visitors on your product page the next step you would want them to take. You might require them to click a button to add to cart, read a blog post, subscribe, sign up, fill out a form, etc. However, it is essential not to use generic CTAs like “Click to download or “Sign-up,” “Start trial,” because they will not do much for your conversion rates. The essence of the CTA is to make the user want to take the next step and give you better conversion rates.
Try to experiment using different CTAs and positions on your website. Also, pay attention to the design and wording. Let your CTA button tell your customers why they should buy from you and how to go about it. Also, pay attention to the color, size, and shape of the CTA button. Please make use of one that gets visibility from any part of the page. A perfect example of using colors and simple commands is seen from the paper review service website, Writing Judge product page captured below.
5. Include Testimonials and Reviews for Credibility
Most potential customers are more inclined to purchase from your online store when they encounter honest and credible reviews or testimonials from previous customers. A consumer review survey shows that 91% of online consumers aged 18 to 34 years rely on actual customer reviews as much as personal recommendations from “friends” on social media.
The crucial takeaway here is to make sure that your reviews are genuine. There are credible customer review websites like TripAdvisor, Google Reviews, Amazon customer reviews, Yelp, etc. that can come in handy for your page reviews. When you contact your customers via email, you can also send them a friendly request to drop a review or rating on your site and provide a link for them to do so.
New businesses that don’t have customers can collaborate with influencers to review and market their products to their followers. But, if you can’t afford an influencer, feel free to ask friends and family to add an honest review, or ask potential customers to buy your products at a discounted rate in exchange for a review. A great product review, like the one on the essay writing review website, Best Writers Online below, can increase your conversion rate drastically.
6. Make your product page more Mobile-Friendly
More online shoppers are on their mobile devices rather than desktop computers today. So, if you intend to capture a large audience and increase your sales potential, your entire website, including your product pages, must be optimized for these devices. This means you must consider screen sizes, how navigation should occur, and keeping text simple and minimal. Focus on links that will take the mobile user to your most important pages.
If you have a large budget, consider creating shopping apps for both Android and iOS devices. These mobile applications give your audience an even better user experience when compared to mobile websites.
7. Display the Return Policy on Your Product Page
For businesses selling online, your goal is to always remain transparent with your customers. A great way to gain transparency is by visibly detailing your returns policy on your product page. Since customers are already skeptical of buying a product before they can feel or try it, letting them know you have a return policy makes them more at ease when purchasing.
At the same time, they know the exact terms when they purchase the product. A clear returns policy on the eCommerce product page adds clarity, and when your return policies are clear, it also reduces the conflicts that might arise after a customer has made a purchase and wishes to return it. An excellent example of a brand that does this well on their product page is Pandora. You can easily spot their shipping and returns policy in the image below.
Marketing your eCommerce store and getting the kind of traffic you want takes a lot of time. However, it will all amount to nothing if your product pages are not optimized to generate consumer enthusiasm. And if that has been the case with your online store, then it is time you get to work using these tips. Not only to increase your sales but also to boost user experiences so that they will refer and recommend your brand to others.