When it comes to running a successful ecommerce business, product pages are the money makers, the cash cows, the golden egg-laying geese. It's where visitors decide if your product is worth their time and money.
But product quality and price aren't the only factors that determine if a customer clicks "add to cart." Here are a few things you can do to improve your ecommerce product pages, boost conversion rates and get your website working for you instead of against you.
1. add "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's how to add trust signals to your website:
Include Your Company Address, Phone Number And 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.
Invest In Trust Badges
Weekly reports of data breaches and stolen customer information have spooked consumers. When giving away personal information and credit card numbers, they need — and expect — to know their data is safe.
Displaying trust seals reinforce your site's trustworthiness and credibility. Some examples include:
- Norton Secure
- McAfee Secure
- PayPal Verified
- Google Trusted Store
- SSL Certificate
- Credit card badges for the forms of payment you accept
Most trust seals cost a few hundred dollars per month and could save you more than a few sales. If you do the math, the investment is well worth it.
Include Real Customer Reviews
Nothing is more compelling than the words of real customers. Customer reviews are the the third most trusted form of advertising, ranking above editorial content, TV and online ads. And another study found that displaying customer reviews increases revenue on average by 18 percent.
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 shows your company cares about customers.
Show Your Personality With Social Media
A strong social presence can go a long way in proving you and your business won't disappear overnight. Constantly posting, engaging and replying to your followers can 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.
If you really want to see conversion rates soar, display your Instagram feed at the bottom of your product page and feature user -generated content (UGC) on the feed. A study by YotPo found that the average conversion rate of visitors who saw UGC was 161 percent higher than those who didn't. Check out the graph below to see how UGC impacts conversion rates in your industry.
2. Eliminate 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 — and encourage your visitors to exit the page. Who wants to feel confused when trying to buy something? Here are a few ways to reduce friction points:
Decrease Load Time
Forty percent of consumers abandon a webpage if it takes more than three seconds to load. Even a one-second delay decreases customer satisfaction by 16 percent and the page conversion rate by 7 percent!
If your ecommerce product page or its contents load too slowly, you risk losing sales. Customers won't wait for your product page to load just to purchase an item; they'll take their business to your competitors. Make sure your page is as speedy as possible.
Think your product pages may be loading too slow? Check the load time for free with this Google Chrome extension.
Simplify The Design
The mantra, "keep it simple, stupid" also applies to product page design. A Google study found that people rate visually complex sites as less beautiful than their simpler counterparts.
Don’t try to cram in unnecessary images, text or any other distractions on a product page. While you might think these things help your customers learn more about the product, they actually distract and delay the purchase.
When it comes to design, less is more.
Improve Page User Flow
User flow is one of the most important aspects of user experience. It's the visual path you want customers to follow when they visit your product page.
Your product page should direct visitors from the top of your product page to the bottom by design. If visitors jump from section to section looking for information, they could get frustrated and leave.
Failing to pay attention to user flow could affect your bottom line. In fact, a well-designed user interface can increase conversion rates by 200 percent, according to Forrester.
Upgrade the Checkout Experience
Load time, design and page flow all play an important roll in the user experience. But other areas of the checkout experience also promote abandoned carts.
The No. 1 reason customers back out of a purchase? Shipping costs. In a ComStore/UPS study, 58 percent of those surveyed said they abandoned a cart when shipping costs were much higher than expected.
Want to get ahead of the competition? Minimize the shipping costs of your ecommerce products and solve the No. 1 pain point your customers face.
Check out the infographic below for more ways to improve the checkout process of your product page.
3. strengthen the Copy
Product copy can convince customers your product is the best solution to their problem — or deter them from your store. Here are a few ways to strengthen the your product page copy.
Clearly Outline Product Benefits
Why 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 appealing. If you're selling a more technical product, put the manufacturer product description after the product copy.
Leverage Search Engine Optimization (SEO)
SEO is what drives people to your site organically. Define a target keyword for each product page, and naturally incorporate it throughout the page to boost visibility. For more tips for improving product page SEO, check out this article from BigCommerce.
Develop a Unique 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.
Not quite sure where to start with your ecommerce brand's tone and voice? Check out six brands that have made speaking their customers' language an art.
Choose Fonts Carefully
This might not cross your mind when designing your ecommerce product page, but typography is an important part of design. Make sure to pick a font that's easy and large enough to read (and always avoid Comic Sans).
While it might sound insignificant, font makes a big difference when it comes to conversions. Here's proof: By making the simple font changes in the image below, clicklaboratory.com was able to reduce bounce rate by 10 percent, decrease exit rate by 19 percent and increase its form conversion rate by 133 percent.
4. make your Product Photography pop
Product photography speaks volumes about your brand. Studies show that people form their first impression of your website within 50 milliseconds — at first glance. Having product photography that pops off the page can help make the right impression. You can have the coolest product in the world, but if the product photography makes it look dull, people won't buy it.
Here's how to improve your product page photos:
Give Your Product Shots a Makeover
Take 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.
Display Lifestyle Images
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.
Audit Your Photos for Turn-Offs
When it comes to your photos, it's all in the details. Messy composition, unprepared product, lighting, color and Photoshop fails are just a few mistakes that can make customers run the other way.
5. craft an irresistible 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 throw up any CTA and call it a day. But many factors influence whether that button gets clicked. Here's how to encourage more clicks on your CTA:
Create Contrast With Color
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 and 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 simpler.
Make It Large Enough
In the case of CTAs, size matters. Make sure visitors can easily find your CTA and that it's large enough for them to identify.
Is your CTA at the bottom of your product page? If so, you might want to rethink its position.
While it's true that keeping CTAs below the fold works well for some offers, that's not the case for ecommerce product pages.
You don't want your customers spending extra time scrolling to complete a purchase. Make it as easy as possible by displaying "Add to Cart" prominently above the fold on your product pages.
6. Upsell and Cross-Sell
Double down by upselling and cross-selling complementary products. Be careful not to confuse your visitors by adding too many options. 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 effectively.
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 without 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.
Want to improve conversion rates for your ecommerce website? Check out our website design and development services.
Ready to take your website from dull to dreamy? Learn how Human Marketing can help.