11 eCommerce Product Page Conversion Optimization Tips
As an owner of an online store, you invest quite a good deal of money and energy in order to have a good design, a well-functioning system, and a smooth payment process. However, in the process of doing all these, a lot of the owners seem to forget to deal with the creation and maintenance of the product pages although they are extremely important. Let us have an idea of the best practices to improve eCommerce product pages so they convert better for your business.
eCommerce Best Practices to Improve Conversion Rate of Product Pages:
1. Figure out ineffective and non-performing product pages
In order to find out underperforming product pages, you need to check out the pages with images of poor quality, incomplete product descriptions, high bounce rate, high exit rates, and low average session duration.
2. Provide ample product descriptions
This is one vital aspect that most eCommerce owners fail to take into account.
One of the reasons why many online businesses ignore optimizing this feature is because it is time-consuming and energy-intensive to upload individual descriptions for thousands of products. However, to make your products stand out in the crowd, this is very important to implement this.
For providing a good and focused product description, you do not have to write a short novel on each and every product. Your aim should be to have a description that is concise but definitely unique. In case of the low budget, try writing good descriptions for products that get you the best profits and sale.
3. Provide related products/information in place
Proper related content should be in place to complement your product description. For example, it is a great thing to have a blog for your online store. This blog may have elements that are associated with the products you are selling. For example, if you are selling a DIY kit, you can make a blog post to have step-by-step guides on how to assemble simple toys with good images. In that blog, you can provide some references to your products and how they are useful in the assembling process.
4. Know the right area to place the CTA
The CTA or Call to Action is an important element to induce the customer to click on a particular product to add it to the shopping cart. It may seem to be an unimportant aspect but the reality is that it does impact the customers’ preferences.
All you need to have is a shape that is well understood and stands out from the rest of the images by color, text, and pattern. Some basic things that you can keep in mind are:
- Giving a contrasting feel to separate it from the background.
- Informing the user about the process by using precise words and phrases, like “Add to cart”.
- Using smart colours to match the feelings of the customers. For example, while red and orange shades create a feeling of urgency, blue creates a feeling of trust.
5. Provide sufficient information about the product
Try to provide as much vital information about the product as you can. This is your first medium to get customers pay attention to your product.
Make sure to display the price and other related costs, such as delivery costs or taxes. A lot of customers do not buy the product at the final phase as they find out that the price increase after addition of other costs. So be sensible and transparent. The best option is to display the total price of the product along with other additional costs (if any).
Moreover, you should display the number of products left in the stock. This way you can encourage the customers to buy the product as they may miss buying it at a later stage. Inventory data may not be highlighted much, but rather in a discreet manner.
6. Provide photos along with product description
One of the main mistakes that lots of eCommerce owners make is not to use enough images on their product pages. While you do not have to fill the page with images, you need to put the right images along with the content. Try to post different photos of the product from various angles. The images need to be of high resolution and good quality.
The photos should indicate to the customers that they can view the product from different angles. In an online store, customers cannot physically touch the product, so the best way to induce attraction is to lure them through images.
7. Keep a clean and easy to use navigation
Proper navigation is important to get the attention of customers. The design needs to be minimal in nature and all the menus, buttons and other details need to be clearly defined in a simplistic yet eye-catching manner.
8. Provide a well-developed sharing process
You can use social networking to share and promote your eCommerce product page. For example, users may be able to like, tweet or share any product that they like. Nowadays lots of eCommerce sites have their Facebook page for better marketing opportunities.
In case of a special product, you can even relate it with an individual hashtag. An advantage of the hashtag is that it is supported by different social networking platforms.
9. Make room for opinions and reviews wherever necessary
Opinions and reviews play an important role in enhancing your eCommerce business by adding to store conversion. If you get positive reviews from customers, it will definitely create that extra goodwill among other prospective customers. You can also drag the positive reviews obtained from social media channels and add them to your product page in the form of screenshots.
10. Provide scope for cross-selling and up-sell opportunities
Now that you have convinced the customer to buy the product, there are some more ways that you can add to your profits. Cross-selling can be a great way to do so. You can attach multiple offers along with the present sale item that is being purchased.
To know more about how web design is beneficial in terms of cross-selling and up-selling, refer to Product Page Layouts That Will Boost Your Sales With Up-selling & Cross-selling.
11. Provide comparisons and opinions
Provide opportunities to your customers to compare various products. Customers can be provided with the scope to compare two products according to the kind of attribute. It is a usual choice for buyers to compare products while buying and so you should provide that option.
Some more vital advice
Last but not the least, no matter how much lovely, clear, interactive and mobile-friendly your eCommerce site may be, honesty and transparency is the main aspect to make customers come to your site and buy. Sell genuine products, be transparent and have a good product page. You will surely make profits galore!