Pratikkumar P. Gaikwad | 10 min read | Sep 15, 2020
The heart and soul of your e-commerce shop are the product pages.
Just think about it for a second. You send all those emails, campaigns you make, ads you pay for …
Everything that you do, in fact, is to persuade your visitors to land on your product pages — hopefully, with the intention of purchasing them.
Here is what you need to know. When visitors to a website land on your product page, they are always only a click away from completing the purchasing process. But if those landing pages are not designed for conversions, that won’t happen.
You know your product pages should persuade more people to add their (awesome) products to their carts, but they don’t seem to be — and you’re not sure why not, or how to fix them.
2. Elements of Product Page
In theory, the product pages are very basic. You want to give the potential client the right amount of knowledge to support them purchase the product they want and to persuade them that purchasing this product would work out for them.
But you’re not mistaken if you believe it’s better said than done. But how are you supposed to get started?
There are four items that come together to make a genuinely excellent product page:
- The Product
First and foremost, the center of attention still needs to be the product. Although this might seem simple, some e-commerce sites put their products in a manner that seems to be an afterthought. But what exactly can you sell is determined by how it’s being presented — and what questions your buyers might have before they can commit to buying.
Branding has to be on the website all over the place, from social media photos to post-sales newsletters. Although you could have branding on your blog or other indoor sites, you can’t fail to introduce it to your product pages. With the way the goods are discovered these days, anyone could never see your webpage before buying from you, so branding counts on your websites.
The design of the website is one of the most critical aspects of the product page. And if you have all the other relevant components, it’s pointless if the design isn’t practical or user-friendly. How products are organized on the website, and what’s included, will have a significant impact on your conversions.
Without text, you can’t sell products. That’s why your sales copy is a crucial aspect because it’s how you incorporate the written detail your consumers need with the distinctive voice and sound of your brand. Writing has to flow well with the design and branding to bring it all together.
Let’s take a look at some more concrete ideas for product page optimization so that you know what needs to appear on the product pages.
3. Analyze your Product Pages
On your product page, spend a few minutes evaluating different elements and finding the ones that require attention.
You would like to have a positive service to your clients. You must first understand what your consumers get when they are on your product page to do this.
Check whether or not your e-commerce product page is:
- Loading quickly
- Engages the consumers with a clear design of the product page
- Provides ample data to help the consumers select the item they want.
- Impressively introduces the product with high-quality image images
- Inform your consumers about your brand
- Has convincing copies that can draw and keep clients
- Provides an outstanding customer service
4. Showcasing Products
Your product images can make or break your e-commerce conversion rates. Let’s take a look at how you can improve conversion with great product photos.
Great Product Photos
There are so many incentives for e-commerce.
You can sell it to the world! You don’t have a high overhead retail space! But you still have some problems, and one of the biggest is that your customers can’t usually see, touch, taste, or try your goods until they purchase them. Product images help your customers make their first impression of your brand. They may either attract or drive them away. It is only by looking at your product images that your customers determine whether or not they should keep looking.
Your smartphone could take a great shot, but you shouldn’t use it to take product images. Everything has to be performed by an expert. Get a photographer to do photoshoots with specialized equipment and editing tools. It’s worth investing more in this stuff to get the best shot possible. Displaying the goods in a simpler and easier manner will boost conversions and reduce the probability of returns.
Right Product Photos
It’s not enough to use high-quality pictures for your products. You will need to use the right picture if you really want to optimize your product page.The ‘correct’ picture of a product is the picture that will be most effective in attracting customers. Along with product photography, the picture gallery should include images of the object being used to tempt them.
Let’s say, for example, you’re selling something like a wristwatch. A picture of a watch on a table alone does not really add a lot of value to the customer. But if you put it on someone’s wrist, it gives them a better indication of what the product looks like if they purchase it.
If an image is worth 1,000 words, how much is the value of a video? According to Google, almost 50 percent of Internet users are looking for product-related videos before they visit a store.
Why not you offer a product video to your guests while they are in your online store?In reality, 90 % of people claim that product videos are helpful during the purchasing process. 70 percent of advertisers claim that videos convert more than any other form of content.After viewing a video, 64 percent of consumers are more likely to purchase a product.
Videos are one of the most practical ways to highlight your products. It offers you an opportunity to explain the object as vividly as possible, whether it’s an introductory video or a product close-up. Whenever possible, use videos while you’re in fashion or selling items that require further visualization.
For those of you that have products that need a little more clarification, videos are fantastic. When you sell something basic, like a plain shirt, it’s not usually necessary. For those of you who have a product that is a little more complicated and needs more clarification, it can be really beneficial for the user to include a “how-to” video or product demonstration.
360 degree Product Images
Not all items are appropriate for short videos or close-ups of the runway.
Fortunately, there is always a clever way for you to show your goods in detail. Well-written explanations of the product can say a lot, but 360-degree photos can illustrate the object in a much faster (and from all angles) way.
The zoom-in function is another handy feature that is critical for enhancing the user experience and optimizing your product page. It is a fun little feature that allows users to hover over the image and get a closer look. This minor feature speeds up the entire process of purchasing and increases conversion. Make sure the visitors can zoom in and see the finer details in HD.
Show products in action
And if you are unable to use product videos or 360-degree photos on your website, there are still other ways to view your products in detail.
To illustrate your products in motion is one perfect way to do this.
Displaying the goods in real life makes it much simpler to visualize them for the visitor.
5. Detailed product description
The trustworthiness of your store along with the product is improved by a comprehensive product description. After reading the summary, consumers discover exactly what the product has to offer. Although your product page with photographs and videos can certainly be visually pleasing, you also need to include some text on the page.
Keep it very brief. Don’t go crazy with a lengthy amount of paragraphs. Nobody needs to read a bunch of text. You may use bullet points to simplify the contents and make it easier for people to understand.
Don’t be boring with it. Establish a voice for the brand. Know the audience and what they want to hear from you.
The e-commerce product page should include information such as:
- A relevant title of the product
- Price of the product
- Significant features and components;
- The materials used in the product
- Instructions on operation and maintenance
- Brand-related information
- Size / Dimension / Capacity of the product
Make sure you use a friendly, engaging, and personal touch in your product descriptions. Tell your customers why they’re supposed to choose your product over others.
You can also optimize the quality of your eCommerce product page for search engines. This will allow you to rank higher in the SERPs and thus get more customers first.
You may also include other valuable tools or guides on how to use them.
It can be difficult to write a unique product description. The following points should be kept in mind:
- Keep your explanations of the product short and simple.
- Include an attractive copy that appeals to your brand.
- Optimize the content for a keyword on your product listing.
- To boost readability use a simple structure, headings, and bullet points.
- Include specifications relevant to the product.
For your clients, all this information should be relevant, useful, and easy to understand.
6. Clear CTAs
Another significant aspect that can help you improve e-commerce conversions on your e-commerce product pages is the call-to-action (CTA). Ensure every product page has a simple call-to-action.
You need to tell them to buy if you want people to buy from your site. That’s why getting a simple CTA that tells shoppers what to do next is critical. Use color on your product page to make your CTA button highly noticeable. Go to your website and review the product pages. See if your CTA is as obvious and straightforward.
If your visitors can not find the button immediately, this is an issue.
Here’s another thing to bear in mind. Don’t put your CTA conversion close to other CTAs on your page. The “buy now” button, for instance, should not be put next to the “subscribe” button.
Although it’s necessary to collect emails, it doesn’t belong on your product page above the fold and it definitely shouldn’t be anywhere that will take attention away from your transactional CTA.
Make sure you use a friendly, engaging, and personal touch in your product descriptions. Tell your customers why they’re supposed to choose your product over others.
Don’t have your call-to-action wording too cute or fancy, either. Anything along with the “buy now” or “add to cart” lines is just perfect. Trying to be imaginative here will just end up frustrating the clients
7. Shipping Information
It’s clear that you ought to explain the price of the service your consumers are buying.One factor, however, where most e-commerce websites struggle is the cost of shipping. Very few ecommerce product pages list pricing and shipping details in a transparent manner. The shipping and VAT charges are usually applied later. This will put the clients off.So what do you have to do, instead?
Offer estimated dates for shipping
If people buy online, they want to know when the order will be sent.
And they want to get the products as fast as possible.
Providing an expected arrival date will enable guests to make shopping choices smarter and quicker.
The more reliable you are, the better it would be for visitors to know what to expect.
Avoid using a language that is ambiguous, such as 2-5 business days. Instead, reflect on the date the object will be provided to them.
Still, be careful. If you fail to deliver on the planned date, overpromising will turn into disappointment.
To keep this in check, one thing you can do is to ask for partial address data in order to provide a more precise estimate.
Promote Free Delivery
The two e-commerce magic words: free delivery.
Now you know shipping solutions are highly important in making purchase decisions.
So much so that, where free delivery is not an option, 60 percent of customers are expected to leave their carts.
But free shipping is not simply an opportunity to complete the order. It also makes the customers invest more.
In fact 9 out of 10 customers said in one retail survey that free delivery is the number one reason to buy more online.
Both the transactions and total order size will be improved by delivering free delivery. Yet in the end, they all mean higher revenue from purchases.
8. Increase average order size
While you should concentrate on selling your product on an ecommerce product page, you should not lose the opportunity to advertise other goods. There’s a fair possibility that you will sell additional or higher-priced items if a visitor is already on your product pages and considering making a purchase.
And what we know as upselling and cross-selling is just that.
However upselling and cross-selling are two main tactics. And there are a number of different ways you can use them to boost sales on your product pages.
Recommend another alternative/ higher priced products
When they are on a product page, you can recommend related items or other similar goods to your shoppers. That can help you get them involved and inspire them to make more transactions. It will even assist the customers with their shopping requirements.Often ecommerce firms use tactics of upselling and cross-selling to increase the total size and sales of the order.
The ecommerce corporation, Amazon, features related products with the same brand on their ecommerce product page and other similar products. They often highlight items that are mostly assembled to help consumers purchase anything they need at once.
Upsell One-Time Subscription Goods
The most common upselling approach is to propose a more favourable alternative to the commodity.
Yet there are simpler and more successful ways to make up for that.
One of the smartest upselling tactics is to turn one-time sales into subscriptions on the product pages.
By upselling subscriptions, you will increase your consumers’ lifetime value.
Instead of a one-time order, you will make daily purchases and eventually acquire lifelong clients.
But how can you persuade people to make such a huge commitment?
In order for this upsell approach to succeed, you need to be specific about the advantages of choosing a subscription model. If you don’t give visitors a compelling reason to be a long-term client, they wouldn’t be able to pay more.
Using a discreet cross-selling language
In basic words, cross-selling offers complimentary or similar goods to visitors.
Cross-selling can be a highly successful e-commerce marketing strategy which boosts sales revenue when used in moderation.
But it can get really irritating for the customers if you keep on asking the same questions to them – “Would you like to buy these products?”
Visitors are already interested in one of your products at this point. It doesn’t make sense to drive them away with hard-selling, right before they’re about to buy stuff.
How you phrase it, ultimately, is the secret to cross-selling.
9. Provide Customer reviews
Customer feedback and ratings create trust, and the optimism improves sales. They will clear away any questions about a product that your prospects might have and help them make a buying decision.
A lot of shoppers tend to get advice from someone they meet before they purchase a product. However, currently, 85 per cent of users trust web reviews as much as they value personal suggestions.
People also check what prior purchasers had to say about a product. This allows them to analyse whether it’s the commodity they’re looking for.
That’s why it’s important to place social proofs such as feedback and testimonials on your e-commerce product sites. Your consumers should be willing to check the goods.
You want to see how?
One simple way to do this is to give them a post-purchase email calling for review.There are many consumers who don’t have a lot to say about the product. So you need to make things easier for them. You can only ask them to leave a quick rating out of five. If they wish to write something, encourage them to submit their comments. But it is not supposed to be compulsory to write.
In addition to supporting other customers, consumer feedback can also help you understand what they like or don’t like about a product. This should be seen as a massive incentive to enhance consumer service.
And if the review is bad, you don’t need to worry about it too much. A good combination of positive and negative reviews can make clients feel they are genuine. So many negative reviews are, however, a red flag.
Wondering how to cope with ratings that are negative?
If a client leaves a bad rating, it is your responsibility to reach out to them and fix the issue. Hear them out, ask them questions, and assist them with what they need.
If they’re satisfied, you may kindly ask them to update their review. Solving issues with consumers can help you develop trust and reputation.
10. Enagaging Title
It’s important to offer a catchy and enticing title to your eCommerce product page. After all, the title is the first thing that someone browsing your e-commerce product page can see. It’s the one-liner that will draw the interest of your guests.
You have to make it a priority, too, to let the title stand out.
Good page titles not only boost the rankings, they also raise click-through rates. Apart from the product thumbnail, that’s what users can see when they’re surfing. Ensure that the title of the page is unique and has important keywords. Place the keywords at the front of the title, but never reuse the same keyword. Including the names of the brand for full impact.
11. Mobile friendly product page
More than half of the overall web traffic today comes from mobile devices. Google acknowledges this and has released an upgrade to the Mobile-First Index. As such, making the product pages mobile-friendly is of the utmost importance. Ignoring mobile responsiveness is going to penalise the SERP pages.
Mobile-optimized product pages will help:
- Boost the consumers ‘ overall experience
- Support them to buy from anywhere, anytime,
- Promote quicker checkouts of digital wallets
Many eCommerce firms have shopping applications for both Android and iOS smartphones. This smartphone apps provide a far better user interface than mobile websites. If you have a reasonable budget, you can also create and launch a shopping app to improve the conversion of your ecommerce product page.
12. Clear Return Policy
Your aim should be to be as transparent as possible for your clients. A smart way to do this is by outlining your refund policy on the e-commerce product page. Your consumers deserve to know what actions they will need to take if they want the product to be returned.
At the same time, they will know what they’re getting into by buying a commodity. A straightforward refund policy on the e-commerce product page makes things clear to customers as well. This will also reduce the problems that may emerge after the order.
Slow-loading product pages reduce your e-commerce conversions as well as your keyword rankings. Ideally, the page should be loaded within 3 seconds or less. Although you need to keep the media on your e-commerce product page to make it appealing, your goal should be to make the website as light as possible. You can use Google PageSpeed Insights to measure the page loading speed. Not only can it give you the full picture of your website loading speed, but it will also give you tips to enhance the speed of the website.
A quick workaround to dramatically reduce the page loading time using the CDN. In 90% of scenarios, a CDN can be very useful, but there are certain situations where you may choose to skip it.
It’s normal for your consumers to have some concerns about your goods when they visit your e-commerce product page. While they can query them on the live chat of course, it helps if you have a few popular ones listed on the page itself.
In addition to the FAQs, on your ecommerce product pages, you can give your customers the option to ask and answer questions. This way, you’ll be able to crowdsource all your questions and their responses, making it easier for your customers.
Either having a dedicated in-house specialist or building a Chatbot to fix minimal problems is a perfect way to improve user experience tremendously.
The most critical aspects on your e-commerce platform are product pages.
When a website user arrives on one of these pages, they are seconds away from conversion. It’s your responsibility to make sure that the product page is designed to boost sales.
You should concentrate on the points listed above in order to provide your consumers with a great shopping experience. This will help you improve your conversions and encourage your clients to buy again.