Optimizing your product pages is essential to increasing revenue and effectively targeting customers. The following steps may help in achieving these goals:
– Place pictures of the products on the front page, as they are likely to be more attractive than text descriptions or wallpapers.
– Use bright colors that draw a customer’s attention; black makes it hard for people to see what you’re selling.
– Include pictures of how various styles fit so consumers can get an idea of what will suit their needs best; this also increases conversion rates by 50 percent over plain prices without photos.
– Make sure all pricing information is visible with clear labels next to each price option; including discounts creates even more opportunities for increased conversions from visitors browsing through different options.
Getting people to visit your ecommerce business is just half of the game. That is a complex undertaking in and of itself, but there is much more to be done to produce revenue. Take a minute to imagine yourself in the shoes of a customer. Whatever you’re offering has piqued their curiosity. Perhaps they discovered you via an organic search for a product they need, or maybe they clicked on a PPC ad. It’s conceivable they came upon your website due to a social media effort. It makes no difference how they discovered you. What matters is that people came to your site because of curiosity. You’ve done a fantastic job with the navigation on your site, making it simple for visitors to locate precisely what they’re searching for. This takes visitors to the product page, where we’ll be concentrating our efforts in this tutorial. Here’s what you should be aware of. When website visitors get on your product page, they’re usually only a few clicks away from making a purchase. However, if those landing pages aren’t optimized for conversions, that won’t happen. Unfortunately, ecommerce sites often make the error of failing to design and optimize product pages properly. That is what prompted me to develop this manual.
Creating product pages that convert:
1. A product page’s elements
Before we go any further, I want to make sure you know precisely what should be on each product page. The components on all product pages should be the same.
- The End-Result
- Branding
- Design
- Copywriting
First and foremost, your product must be the focus of attention at all times. While this may seem self-evident, I’ve seen several ecommerce sites place their items in an afterthought manner. Your website’s branding should be visible throughout. While your homepage and other inside pages may feature branding, don’t forget to include it on your product pages. Not everyone who visits a product page will view your homepage, depending on where they came from. One of the most important aspects of a product page is the website design. Even if you incorporate all other necessary features, the plan will be ineffective unless practical and user-friendly. Without words, you can’t sell anything. That’s why your sales copy is so important. To bring everything together, the content must flow smoothly with your design and identity. Let’s look at some more specific product page optimization ideas to know what should be on your product pages.
2. Make sure your CTA is clear and easy to understand.
How can a customer purchase anything from your product page? First, they must choose a check-out option by clicking on a button. You won’t get as many conversions if the switch is buried someplace on the page. Take a peek at Blenders Eyewear’s product page.
On this whole page, there is only one button to click: add to cart. It’s large and robust, and it’s the only text on the screen with a colorful backdrop. The CTA is the most visible component of the page, apart from the product itself. It’s impossible to miss. Examine your product pages on your website. Check to see whether your CTA is as apparent as this one. It’s an issue if your visitors can’t find the button immediately away. At all times, your CTA must be visible. If consumers scroll to locate it, it will not have a reasonable conversion rate. There’s one more item to consider. Your conversion CTA should not be placed near other CTAs on your website. The “purchase now” button, for example, should not be placed next to a “subscription” one. While collecting email addresses is vital, it doesn’t go above the fold on your product page, and it definitely shouldn’t be in the way of your transactional CTA. Make sure your call-to-action isn’t overly cutesy or elaborate in its phrasing. It’s pretty OK to use phrases like “purchase now” or “add to cart.” Trying to be innovative here would confuse your consumers.
3. Professional photographs should be used.
Unlike in brick-and-mortar stores, online shoppers place a high value on visuals when making purchasing selections. Although your smartphone may produce excellent images, you should not use it to photograph products. Everything should be handled by an expert. Hire a photographer with professional equipment and editing tools to manage photoshoots. It’s worth spending a little more on these items to obtain the most lovely photo possible. You’ll need to photograph everything from every angle. You must also ensure that the “proper” photographs are taken for your product sites. As an example, let’s pretend you’re selling a wristwatch. A watch photographed alone on a table adds little value to the buyer. However, putting it on someone’s wrist offers them a better idea of how the product would seem if they purchase it.
Take a peek at the photos on this MVMT product page.
This is fantastic photography. Because all of the photographs show the product on a person’s wrist, they chose the “correct” images. From any perspective, you can see how it seems. The first picture depicts how it appears from the first-person viewpoint checking the time. Then there are some more images of how it will seem from different perspectives. Oh, and they even demonstrate how the watch would appear if you were to leap out of an aircraft. These images provide the whole narrative of the product. It’s fashionable, looks excellent, and can be worn for casual and athletic use.
4. Incorporate social proof.
Consumers will still follow the example of others, no matter how independent or distinctive they claim to be. Why should people purchase anything if no one else has? They won’t be able to judge if your product is excellent, beneficial, or simply a waste of money. If customers can’t address these questions, they’re not likely to purchase. That is why social evidence should be included on your product sites. An internet review is trusted by 84 percent of individuals as a personal suggestion. Sixty-eight percent of shoppers acquire an opinion about a company or product after reading one to six reviews. It is your responsibility to encourage customers to leave reviews. Send a follow-up email when someone makes a purchase, asking them to rate or review the product. You’ll be better off if you receive more reviews. When it comes to analyzing a firm, 49% of customers place a high value on online reviews. On the product page of Blenders Eyewear, one of the items we looked at previously, there were reviews. Just make sure the studies don’t deter the consumer from purchasing.
Here’s another example of Brooks’ technique in action.
Customers have given this product a 5/5 rating based on 68 reviews. You’ll find this information above the fold near the product description. The genuine reviews, however, are not shown here. Instead, you will be sent to the bottom of the page if you click on them.
That’s where the feedback should go. These would be highly distracting if they were placed elsewhere on the page, detracting from the product and CTA. However, by placing certain information above the fold and making it easier for buyers to discover and read reviews, it aids their purchasing choice. Furthermore, all of this may be done without the need for visitors to visit another landing page or third-party review sites.
5. Video may be added.
How much is a video worth if a picture is worth 1,000 words? I have discussed the necessity of using photographs in your product descriptions so that your buyers can gain a better sense of what you’re selling. On the other hand, a video allows them to take a closer look at everything. More than a photo can show off your merchandise, a video can. 90% of customers feel product videos are beneficial throughout the purchasing process. Video converts better than any other sort of content, according to 70% of marketers. In addition, 64 percent of people are more inclined to purchase a product after seeing a video. Take a look at this GoPro product page as an example.
Compared to some of the other instances we’ve seen so far, this one takes a different approach. Because they’re selling a camera on this website, videos are significant for this firm. The movie demonstrates the range of stuff that this camera can record. Videos are excellent for those who have items that need more explanation. If you’re selling anything essential, like a plain blouse, it’s not necessary. However, even if you’re selling something easy, you may still incorporate videos. For example, Allbirds is a shoe brand that displays videos of individuals walking in their shoes on their product sites. If you have a product that is a little more complicated and needs additional explanation, including a “how-to” video or a product demonstration might be highly beneficial to the customer.
6. Craft product descriptions with care.
One of the most frequent errors I notice on ecommerce product pages is this. Everything seems to be in order until you read the description. While your product page should be aesthetically attractive with photographs and videos, you must include content. Keep it brief. Don’t use too many extended paragraphs. Nobody enjoys reading long passages of text. You may use bullet points to condense information and make it simpler to read. Don’t be monotonous. Create a brand voice. Understand your target market and what they want to hear. The description would be different if you were attempting to reach out to business people over 50 than if you were trying to reach out to college kids. Take a look at this product description from Dr. Squatch, a men’s soap ecommerce store.
The aroma of the beer was the inspiration for this bar of soap. Examine some of the wording in this description more closely. “Drag a lawn chair into the shower” and “drink a few cold cruisers” are phrases they utilize. Their service isn’t suitable for everyone. As a result, they’re efficiently employing slang to target a specific demographic. Normally, I would advise against using this language. However, it is a component of its entire branding strategy in this situation. First, recognize your consumer and what they are looking for in a product. After that, include it in the description. Don’t simply say “soap that smells like beer” and be done with it. Is this an accurate description of the product? Sure. Will it, however, entice anybody to purchase it? Most likely not.
7. Justification for your price.
Because the price will need to be shown, your pricing strategy is part of your product page. This is your moment to defend your price and demonstrate the worth of your goods. Everything on the website, including the description, photographs, and videos, should explain why your product is priced the way it is. This is particularly true for those of you who offer things at more incredible prices.
Take a look at this Lululemon example.
They briefly explain “why we created this” immediately under the price. In a nutshell, it says that the product has no seams, is anti-stink, ventilated, and is designed for training. It’s not your average t-shirt for bedtime or around the home. As a result, the $68 price tag for a basic shirt is justified. Consumers may be hesitant to purchase if they don’t have such information.
8. Everything should be A/B tested.
You won’t know whether your product page is entirely optimized unless you experiment with several techniques.
As a result, every website piece should be A/B tested many times.
- The text of the CTA
- Placement of CTA
- Color of CTA
- Description
- Examine your options.
- Location of the price
- Size of the price
The list might go on forever. It’s a never-ending process. Don’t think that just because your conversion rates are increasing, they can’t get much higher. To be sure, keep performing tests.
Conclusion
The most crucial parts of your ecommerce site are the product pages. A website visitor who comes on one of these pages is on the verge of converting. It’s your responsibility to ensure that each product page is optimized for sales. Use this guide as a checklist to ensure that your pages have all the necessary features. Then, using the examples I provided, apply the same concepts to your website.
Frequently Asked Questions
How do you increase conversion on a product page?
A: You can increase conversions by adding a video to your product page. Videos will provide more information about your products and are accessible for viewers to digest compared to just text. Hence, they’re easier on the eye without losing out on any essential details.
How do I optimize my product on Shopify?
A: Shopify has a series of articles that detail how to optimize your products, what kinds of content work well on their platform, and more.
Related Tags
- optimizing product page Shopify
- ecommerce product page optimization
- product pages that convert
- high-converting product pages
- product optimization examples