The product pages on your e-commerce website serve the most important function of converting visitors into customers.
Are the product pages on your website done right? Read on to know more.
The product page does what exactly a salesperson does–convince the visitors to make a purchase. This is the reason why your product pages need to look attractive and offer all the information to the buyer. A great user experience is the least that your potential customers can expect. And you need product pages that will motivate the visitors to click on the ‘add to cart’ button and eventually buy the product. Remember, you need to put efforts to have potential customers visit the product pages. Unless the product pages are properly curated, all these efforts will go in vain.
Simple things like adding videos, 360-degree images, etc. can boost conversion rates. While there’s no one magic formula for boosting catalogue page conversions, there are a few practices that can be helpful:
1. High-Quality Images
Regardless of what product you sell, this is something that can’t ignore. Using high-quality images is an easy and sure way of grabbing your visitors’ attention. More than 92% of internet buyers said that images have the biggest influence on their buying decisions.
Large, crisp, and high-resolution images are what you need. Product photography is a thing now and great product images can help in building a buyer’s trust. You will need to understand that the visitors are not able to see the product physically. A clear photo is the only way by which they can access its quality.
Your online catalogue page needs to have a large and crisp image of the product showing all its detail. Don’t use filters and ensure that there is an option for the visitors to zoom in for a cleaner look. Have images of the product from all the angles. All these will give the visitor the confidence to buy your product.
Look at the following example from the fashion store Ajio. Unless your customers have a complete view of the product you are selling; especially if you’re selling fashion products, they will not be convinced to make the purchase.
2. Product Descriptions
Writing a compelling and detailed description of your product is important for converting customers. The description you give on the product page should connect to the reader and highlight the features and benefits of the product.
Your catalogue copy should be written keeping the following tips in mind:
- Talk about the important features first
- Keep the description short, sweet, and simple
- Keep buyers’ persona in mind while creating the descriptions
Don’t have descriptions that are robotic and overly descriptive. Try and include a keyword in your description as well. Also, don’t have the same description for similar kinds of products, unless it’s a colour variant. And this holds true even when your store has thousands of products. A description which is concise, good to read, scannable, and has been written in a neutral language is a well-written one.
Here’s a classic example of the same from a store named Chagrin Valley. See how well the catalogue marketing copy has been framed by highlighting everything important.
3. Add Trust Statements and Badges
Stories of credit card fraud, data breaches, personal information getting stolen, and cyber identity theft have become common now. Most modern-day customers are not comfortable with sharing their personal information online, and this is a great barrier for online shopping.
Unless you show your visitors that their information is in safe hands, they will not shop on your site. This is the reason why you will need to add trust badges on your site. Display of trust seals on the product pages can actually convince a visitor to make a purchase. These badges are a sure way to tell your visitors that they can trust you.
You probably have already seen these trust badges in many of the e-commerce stores/omni channel and it is more useful, in the case, your store is not a well-established one.
Use of trust badges is bound to increase conversions.
4. Importance of Reviews
More often than not, businesses end up splurging ample money for advertising on Facebook, Google, and the different social media platforms. However, regardless of how good your ads are and how strategically you place them, word-of-mouth recommendations are more effective when it comes to sales.
In a survey, it was proved that 88% of consumers trusted online reviews as much as personal word-of-mouth recommendations. And this is why many businesses have started displaying their product reviews on the product pages. As much as 63% of the customers check the product rating and review before buying it. Featuring positive reviews on the product pages can boost sales to a great extent.
In order to collect reviews, you can send personalised emails to your existing customers. Check the given example from Amazon. It shows the review given by customers. Such reviews are bound to make customers feel confident about the product.
5. Get Rid of Clutter
Ideally, a visitor doesn’t spend much time on a product page. So, make sure your visitors have the required information right in front of their eyes. They should not be forced to search for any key feature on the product page. With minimal content, shoppers will easily be able to find the key information about the product and decide if it’s the right purchase.
Have large and crisp photos of the product along with the other most engaging and essential information on the product. Make good use of negative space as well.
6. Shipping Information
Cart abandonment isn’t uncommon and the lack of shipping charges has a big role to play in that. As much as 26% of the visitors will abandon their carts for extra shipping costs that have not been mentioned before.
Make sure to include the shipping cost on the product page itself. The shopper should know what needs to be paid for making the final purchase. If you give free delivery over a certain amount, don’t forget to mention that on your homepage and even the product pages. It will help the shoppers to calculate the costs and make purchases accordingly.
You can also promote free shipping as this is one thing that attracts shoppers to buy.
7. Site Speed Matters
A fast loading time of the website and the product pages are more than importance for an e-commerce store or omni channel. Shoppes expect a fast loading time while shopping online.
Shoppers tend to abandon a site that takes more than 3–4 seconds to load. Smooth site navigation and a user-friendly interface are some of the other things that shoppers look for. Most web shoppers will not come back to your site unless it is easily understood and comfortably accessed.
This is another reason for cart abandonment as well. Shoppers keep coming back to a site with a superior performance.
8. Have an FAQ Section to Answer Common Questions
Many shoppers are not coming to your website to know how great your product is. They are there as they have something to purchase and they want to know if your store has what they are looking for. It’s very likely for your customers to have questions about the products. And the best way to deal with it is by having an FAQ section with a few questions and their answers.
Amazon again is doing a great job in this regard and the following screenshot is an example to prove the same.
9. Mobile-Responsive Design
Your e-commerce website needs to have a mobile-responsive design even when you have an app. The popularity of mobile commerce is increasing every day and in the future, more purchases will be made using mobile phones. So, ensure your product pages load fast and are easy to navigate on Smartphones.
Your website will need the right UX design and backend coding for this purpose.
10. Take the Help of Social Media
Social media has a big influence on the purchasing decision of today’s youth. Your happy customers can convince shoppers to buy your product and all that you need for this purpose is social proof.
Platforms like Instagram and Facebook will make it easy for the shoppers to connect to you. Any positive interaction with your customers on social media will reflect on these platforms and will give other shoppers the confidence to buy.
Add social media share bars to your product pages to increase conversions.
Design your product catalogue page keeping all these points in mind for improved conversions and sales. This will ensure a memorable shopping experience for your shoppers and convince them to make a purchase as well.
Remember your product page should focus on describing the product and answering any question that your potential customers might have. This will enhance user experience and conversions. You can also consider making use of analytics to keep a track of the results.
How do you improve your product page conversions? Share your tips with us!