When it comes to running a successful ecommerce business, product pages are the money makers, the cash cows, your geese that are laying the golden eggs. This is where visitors decide if your product is worth their time and money.
However, product quality and price aren't the only factors that determine if your product gets added to the virtual shopping cart. Here are a few things you can do to improve your ecommerce product page to help conversion rates and start making your site work harder for you.
1. Trust Signals
Nowadays, anyone with a computer, a stable Internet connection and an energy drink can create an ecommerce site. Earning the trust of your visitors can help drastically when trying to convert them. Potential customers look for cues on your site that confirm you're reputable and won’t just take their money and disappear. We call these trust signals. Here are a few trust signals you can incorporate:
Address, Phone Number, Email
Potential customers want to know they can reach you if they have questions or concerns. If you don’t have a phone system and don’t feel comfortable leaving your personal phone number, services such as CallRail can route incoming calls to other phone numbers. Plus, this is a great way to track calls. Customers also like seeing an address because it reaffirms you're a real business.
Hearing almost weekly reports of data breaches and stolen customer information at big-name brands has spooked many consumers. When giving away personal information and credit card numbers, they need to know their data is safe. Having trust seals such as PayPal Verified, Google Trusted Store, VeriSign, SSL Certificate or even credit card badges that you accept for payment will reinforce your trustworthiness and credibility.
Nothing is more compelling than the word of past customers. Social proof is an excellent way to show visitors that your product is a real solution to their problem and others have also found it useful. Make sure people can see your reviews and replies as well. If someone has an issue and left you a one-star review, reply and try to rectify the situation. This proves you are a real person that cares about customers.
A strong social presence can go a long way in proving you and your business won't just disappear overnight. Constantly posting, engaging and replying to your followers is a great way to turn past customers into promoters and skeptics into believers. Adding an Instagram feed to your homepage or social sharing icons to your product pages will boost confidence in your brand and help visitors convert into customers.
2. Friction Points
Have you ever gone to a product page, felt instantly overwhelmed and left? It’s probably because the webpage had too many friction points that kept you from converting. Friction points cause confusion, mental fatigue or frustration, which in turn make visitors bounce because who wants to feel confused when trying to buy something? Here are a few types of friction you should watch for:
Time is a limited resource, so if I’m waiting longer than 5 seconds for a funny dog GIF to load, I’m navigating away. If I’m reading an article about how to make chicken piccata and can’t find the recipe, I’m navigating away. If I’m filling out a form to purchase a pizza pool floaty and the form is asking too many unnecessary questions, I’m navigating away. Visitors don’t want to waste time.
"Keep it simple, stupid." These are words to live by, especially for product pages. Don’t try to cram in a bunch of unnecessary images, text or any other distractions that take away from the point of your product page: to sell that one particular item.
Eye path plays a major role in a visitor's decision to purchase online. There should be a natural flow from the top of your product page to the bottom. If visitors jump from section to section, looking for information, this can potentially make them frustrated, and they will leave.
3. Product Copy
This is where the magic happens. Product copy can persuade customers that your product is the best solution to their problem — or deter them from your store. But what should you say about your product? Take these ideas into consideration when writing product copy:
Why in the world should visitors spend their hard-earned money on your product? How does it address the issues they're seeking to remedy? This is your pitch to potential customers, so make sure your copy is accurate and also appealing. If you are selling a more technical product, put the manufacturer product description after the product copy.
SEO is what drives people to your site organically. So wouldn’t it make sense to put some keywords into your product so people can find it? Makes perfect sense to me.
Tone and Voice
You're speaking directly to your audience in your product copy. Let your brand voice shine. If you resonate with the right audience, they'll latch on even more to your product.
This might not cross your mind when designing your ecommerce product page, but typography is an important part of design. Make sure you pick a font that is easy and large enough to read (and always avoid Comic Sans).
4. Product Photography
I can’t stress enough how important product photography is to conversion. You can have the coolest product in the world, but if the product photography makes it look dull, people won't buy it. Make sure to invest in the following types of photography:
This is when your iPhone camera just won't cut it. You want high-quality photos that capture your product in the best light. Remember, new visitors have never seen, touched or used your product, so they have no idea what to expect. You want multiple photos that show your product features to reassure visitors your product really does what it says.
Lifestyle shots show people how your product can be used, provide context and help them envision using it in their own lives. They also offer another way to connect with your audience. If you're targeting businessmen, include a shot of a businessman using your product to make it seem more relevant and beneficial to this segment.
5. Call to Action
The call to action (CTA) is arguably the most important element on your product page. With one simple click on your “add to cart” button, your website visitor is now an almost customer. She's taken the plunge and is ready to purchase. It might seem simple to just throw up any old CTA and call it a day, but many factors influence whether that button gets clicked, such as:
Your CTA should be a unique color that doesn't appear anywhere on the page. You want your CTA to be a beacon, shining brightly, drawing in those clicks. All CTAs should be the same color across your site. That way, returning customers will instinctively know what button they need to click to get your products, making purchasing that much more simple.
Size might not always matter, but in the case of CTAs, it definitely does. Make sure visitors can easily find your CTA and it's large enough for them to discern.
Is your CTA all the way at the bottom of your product page? It's true that most people are used to scrolling, and keeping important elements “above the fold” is no longer a hard and fast rule. However, it's always wiser to simplifiy desired actions for your customers. No one wants to go searching for the “add to cart” button; it should be easy to find.
6. Upsell and Cross-Sell
Double down by trying to upsell and cross-sell complementary products that can boost reveue. Be careful, though — you don’t want to confuse your visitors and add too many options into the mix. Take a quick look at what it means to upsell and cross-sell:
Do you have varying product price points? Maybe you have a high-end version that offers better features and costs a bit more. Adding more products can cause friction, so make sure you're making a strategic decision when adding upsell products to a product page.
Cross-selling opportunities are perfect for products that require (or can be enhanced with) other products. For instance, if you’re selling a camera that needs accessories, put those accessories at the bottom of the page. More likely than not, your customers didn’t know you sold accessories, which makes it easier for them to add to cart. Or, they didn’t know they needed accessories and can now use their new camera more efficiently.
When it comes to improving your ecommerce product pages, always test every change before implementing it. While you might think a cleaner design helps conversion rates, you can't be sure with analytics to prove it. Optimizely is a great tool that A/B tests your changes and shows the analytics for both versions in real time.
Are your product pages not converting? Read more about Human Marketing's website design and development services. Or if you’re ready to start improving your ecommerce product pages to convert today, learn how we can help.