- Shivani Pai
The Perfect eCommerce Product Page: 13 Ways To Improve Conversion Rate And Sales
Your eCommerce product page is the most important sales tool you have and the holy grail of your online shop. It's where your potential customers' eyes will land first, and it's where you have the chance to make a great first impression.
The perfect eCommerce product page is one that converts. You've probably heard this a million times, but it's true. If you don't have your product pages optimized for conversion, you're losing out on sales.
But what exactly makes a great product page? How do you get people to buy your products, rather than their competitors'? Here are 13 ways you can improve the conversion rate of your eCommerce product pages and boost sales!
13 ways to improve conversion rate & sales from eCommerce product pages
1. Capture your customer's interest on first look
In simple terms, it means to not beat around the bush and state the product's value. The buyer should be able to immediately find the relevance of the product and not have to dig out the necessary information. If you don't consider this tactic, then in just a click, you will end up losing a sale. Don't shroud the buyer with suspense. Instead, highlight the value of the product and do it quickly.
To explain with an example, skin and hair care company The Derma Co. does precisely this. In addition, the website explains what the pore minimizing face serum does—all this and more in a single, crisp paragraph.
2. Understand and address customer concerns
The buyer's preference is directly connected to the product you are offering. This is something you must keep in mind before uploading details about the product. While filling the product page with information, remember what can motivate and make the buyer reconsider purchasing the product.
For instance, OnePlus is a famous mobile brand. If you visit their website, you see images of the product in high definition and the top features. And when you scroll down further, there's more detailed information present.
Understanding your customers and challenging your assumptions through the voice of customer research is also essential in figuring out what's on your customer's minds when purchasing. Plus, further down the page, there's an FAQ that helps solve some buying concerns any individual may have. There is less scope for returns when you solve a buyer's query before the buyer makes a purchase decision.
3. Highlight a clear call to action
Be sure never to forget an essential element of your product page – Add to Cart button. It makes buying easy and your call to action impossible to miss. However, it should not be such that it is easily lost on the page or goes against the tone of the product page. Sometimes, in pursuing an optimized product page, a business tends to drown out the most critical part, the one thing that can trigger a sale.
For example, this product page of H&M is simple, straightforward, and aesthetically pleasing. A high-definition image of the product on one side. Meanwhile, an Add to Bag call to action to finish the purchase on the right.
4. Activate live chat on key pages
Live chat is said to have the highest satisfaction levels across all support channels. It provides quick answers, thereby making efficient utilization of time.
Like an FAQ section on your product page, a live chat helps potential buyers make informed decisions. And this answer is obtained either through a conversation with a chatbot or your support team. It also means that live chat can require manual work and comes in handy when your site receives high traffic (to close more sales) or on specific product pages, such as expensive bundles that create higher than average order values. It's a feature that lets your visitors know you're easily accessible, making your business more trustworthy. Even if they don't use it, the popup or an option of live chat is quite effective.
For example, Walmart leverages live chat to ease a customer's journey on their site and present them with a bunch of predefined options based on frequently asked questions to fasten the checkout process.
5. Complement your product page with videos or GIFs
Although shopping online has its perks, there's one thing that comes off as a disadvantage—not being able to touch or examine a product you want to purchase physically. The product should be visually appealing to provide a similar feel that happens when a buyer is at a store. Now when we say visually appealing, you should know it's not only just photography. Use videos, GIFs, etc., to make the buyer want to get the product. In the instance below, the store does just that.
Storq, which sells maternity clothing, emphasizes its soft, comfy materials in its copy and uses video of a model wearing clothes to showcase the fit. Lastly, remember that while your product photography and videos live on your site, they're used to feature and promote your products offsite, too. Your photos and videos will follow wherever your products go, so they're always worth the investment.
6. Showcase reviews and personal testimonials
Customer reviews help promote the worthiness of the product. No matter how good the product description or presentation is on the live site, poorly rated products can harm the sale of the same. But when you publish customer reviews, it is a great way to establish trust in almost every product category.
In 2021, 71% shoppers read reviews before making a purchase decision. Even surveys have consistently shown that customers trust reviews more than descriptions provided by the store or manufacturer.
This image is from Re'equil's website, a brand that sells dermatologically tested skin and hair care products. Given the type of products offered on their site, customer reviews will be much more valuable and useful to drive a purchase decision.
7. Flaunt social proof and guarantees
When your product gets endorsed by a reputable seal of approval with a badge, it establishes social proof. Therefore, any certifications that assure buyers of safety or legitimacy are wise to include on your product page. The value of these badges is that they wipe the worry the customers tend to have. Like if an item is gluten-free or allergen-free. However, you may need permission or an official certificate to use certain seals or badges on your site.
When you're not referencing an official organization or standard like "Fair Trade Certified," you can create badges that highlight essential features of your product. For example, features such as "Made in Germany" or "High Quality" would work well as a designed badge instead of simple bullet points in a product description.
8. Upsell and cross-sell wherever you can
The product page gets created to make a sale. But when the online stores fill their pages with clutter (excessive additional offers or links to related products), they lose customers faster. Through upselling and cross-selling, you can raise the average order value. However, if you go overboard with this technique, you could come off as spammy and distract the customer. But when you show the customer what else they would like or prefer, there's a possibility of a sale.
In this example, an Indian beauty company like Lakme showcased what other products the customer would like to purchase, given their preferences. Plus, these products are made available below the page.
9. Don’t leave your shelves empty
Just because the product is out of stock doesn't mean you cannot make a sale. You can even avoid losing customers by notifying them when the products are available again. Ask the shoppers to leave their contact or email id to inform them about the restocking and possibly bag the sale.
In this example, a shirt on the website Marks & Spencer is out of stock, and with the call out just below the sizes, it is not very easy to miss.
10. Leverage consumer psychology to drive sales
The psychology of the buyer usually motivates the buying decision. The product-page conversion optimization often boils down to this one thing. And to bring in more buyers, as an eCommerce business owner, you have to get familiarized with the buyer's psychology. Many companies now are doing just that and registering sales. Some of the most common and popular psychology principles used in eCommerce include:
Reciprocity — The need to give something in return for getting something for free
Urgency — The need to purchase a product before it's too late
Scarcity — The need to buy before the stock finishes
Social Proof — The need to buy because people around you are purchasing it
Authority — The need to buy because thought leaders or a celebrity are buying
11. Improve site speed
With technology developing every second, the customer's expectations from it have also grown. They are always searching for instant gratification, which has turned them restless. So much so that research states that 53% of online shoppers expect the site to load in three seconds or less. Meanwhile, the same research found that the other half of the customers admitted that abandoning the site's sales was slow.
To make your eCommerce product pages and website load faster, you can follow the below recommendations:
Ensure you are operating the latest version of whatever CMS or website builder you use. Reduce the number of HTTP requests that occur on your site
Compress site files and images
Fix broken links throughout your site
Ensure you optimize your site for mobile devices
Test site speed and then identify and resolve any extra causes that slow down the loading time of your site
12. Use FAQs to educate and overcome objections
People usually visit your website because they need help and want to know whether they can get what they are looking for from you. In this day and age, just selling the product doesn't count. Instead, you need to address the why?
It's your job to tell your customers that your product and not your competitors' are the solution and worth the investment. Provide answers to the questions you already know customers are asking so that you get to increase conversion rates. Try to include FAQ information on your product pages, below the fold, or in drop-down or lightbox menus.
This example from the site page of TRESemmé shows what the most common FAQs are. It will help the customer learn more about the product, why you want to purchase it, and how it improves your hair health.
13. Make mobile conversions a priority
If you want to boost conversion rates, remember to optimize your product pages for mobile. It is something you can't afford to forget. Given that mobile phones are where the customer spends most of their time if you're website is not optimized for the device, you could be losing out on a significant chunk of customers.
Always try to understand the psychology of the mobile users, like they don't have patience for product pages that have trouble launching on mobile devices. Then, to boost your mobile conversion rate, make sure your products can be not only viewed but also purchased via mobile device.
Build the perfect eCommerce product page
There's no right or wrong method of creating an eCommerce product page that converts. Implementing the above ideas can improve product pages and increase eCommerce conversions.
That's where we come in. With Datahut web scraping services, you can build the perfect eCommerce product page that attracts new customers, keeps them engaged, and makes them want to keep coming back for more. Our team of data scientists will help you collect relevant data from the web and organize it into a clean, easy-to-read format that shows off your products in their best light.
Contact us today to transform your eCommerce product page.
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