How do you get people to convert on your e-commerce site?
According to Invesp, in 2020, the average conversion rate of an e-commerce store is 2.86%.
How does your site match up? Better? Worse?
Well, whatever your conversion rate is, if you want to grow your business, you’ll need to focus on increasing this metric.
But where should you start?
Well, the most important page you’ll want to zoom in on is your product page. Either they’ll convert you site visitor or they won’t. Getting someone to your product pages is hard enough as it is. You don’t want to squander your hard work by making a few optimization mistakes.
It’s up to you to create a unique user experience to give your visitor exactly what they want to become a paying customer.
So how do you define a product page with good user experience (UX)? Well, it’s pretty straightforward. Your product page UX should give your visitors the information, reassurance, and motivation to become a customer.
If you want to take your product pages from average to conversion-friendly, you’ll want to hone in on the right conversion rate optimization (CRO) tactics.
Here are 7 tips to perfect your product pages for conversions in 2020.
1. Get Rid of Unnecessary Clutter
Many e-commerce sites overload their product pages with a whack of unnecessary clutter. Oftentimes, site owners aren’t sure what page elements increase conversions.
An example of a clutter-free product page — source: https://www.winebrothers.com.hk/
So they want to include absolutely everything like dense text and over-the-top functionality.
This is a problem.
While it’s important to include the right elements, there is such a thing as too much clutter. Instead, make your pages simple. You don’t want to drown out your call to action, which leads into the next tip…
2. Create Clear Calls-to-Action (CTA)
There’s one question you should constantly be asking yourself when touching your product pages…
What’s your end goal when creating your product page?
Every decision you make should come from the answer to this question. Hopefully, you already know the answer should always be to get your visitor to buy your product.
Example of a clear call to action — “Add to cart” — source: https://www.winebrothers.com.hk/
You need to make your calls-to-action very clear. Even the slightest confusion on how to proceed could be enough of a friction point for your visitor to leave.
Make your “Add to Cart” and “Proceed to Checkout” buttons clear, consistent and always visible. And don’t just use text or another strange user interface (UI). This isn’t the time for you to be unique. These need to be buttons.
3. Speed Up Your Site
A study by Google found that 53% of mobile users will leave a site that takes longer than 3 seconds to load.
It is 2020. Every visitor expects a page to load almost instantaneously. Every second counts. If your site is slow, your conversions will drop.
Example of a product page on Amazon taking 16.1s for the largest piece of content to load — source: Google PageSpeed Insights
Your product pages should be snappy. Lagging pages can break trust, breed impatience, and kill your conversions. Forget overly designed pages full of images for a simple page that will load fast.
Get rid of unnecessary page elements or code. Reduce your image file sizes (you can use compression tools). This will help speed up your pages.
4. Use High-Quality Product Photos
Product photos are everything.
Buyers need to see it to believe it. And if your images are blurred, pixelated, or look fake in any way, you can kiss that sale goodbye.
Example of multiple product images with zoom feature — source: https://glassgardens.co.za/
Product photos, especially for physical products like apparel, electronics, and home goods, and crucial for building buyer confidence. You shouldn’t skimp on great photography.
Give your visitors a chance to view your products from multiple angles. An age-old sales technique is to get your prospect to visualize using the product. Images are your best friend in e-commerce. When they can properly visualize a product, consumers create emotional attachments to it, leading to higher conversions.
Bonus Tip: You should have a combination of both pro shots on your product pages and non-professional photos taken by customers in your review section where customers are showing off their new product. *Social proof at its finest.
5. Craft Concise & Compelling Copy
Let’s face it: without words on your website, you wouldn’t sell a thing.
The words you use matter. This is where you take your ability to persuade a purchase to the next level.
Example of telling a story with words — source: https://glassgardens.co.za/
You should make sure the copy you put on your product pages is high-quality. Think of your copy as a salesman working for you on your site 24/7. Use the right words, and you’ll make a sale.
Here are a few tips you should always remember when crafting your product page copy:
- Sell benefits, not just features. (eg: This boot is made from premium waterproof leather, allowing your feet to stay completely dry even if you walk through a puddle.)
- Tell your visitors what the product will do for them.
- You don’t need to write an essay. Be concise.
- Always include a guarantee and your return policy.
- Include a sample customer review in the product copy
- Don’t forget the details. Include all product specs like sizing, colours, variations, and weight.
6. Use Social Proof to Build Buyer Confidence
If you could use only 1 form of persuasion to increase conversions…
Your best bet would be social proof.
Humans are social creatures. And we’re not fans of taking risks. We stick to our tribe, and we lean into it as a way to mitigate risk.
We don’t want to be the first one to try something new. That’s risky. It could hurt our survival. We want to see others doing something to reduce the risk it could harm us.
Use this to your advantage. Add customer reviews or testimonials right below your product. When a prospect sees other people sharing a positive experience, it reduces fear and increases trust, leading to higher conversions.
As mentioned above, you should allow your customers to upload a photo of themselves with their product to attach to their review if possible.
Let your customers sell for you. It will work wonders.
7. Don’t Forget SEO
Remember, even though your main objective with your product page is to get a sale, you should be thinking about the bigger picture.
You should always optimize your product pages for SEO as well. Ecommerce SEO is the most cost-effective long term strategy to generate leads.
Your product pages aren’t just speaking to humans. It’s also speaking to search engines.
Research the right keywords to effectively reach your target audience. Get key-phrase ideas to enrich your SEO. While your product copy should be informative and persuasive, it should also be SEO-friendly to boost your search engine rankings.
Google Keyword Planner Tool
You should optimize your metadata for your images and your page. You could even use a product video to help make your page rank better and increase traffic. Another tip is to generate high-quality backlinks to your product pages. Affiliate programs are a great way to do this.
E-commerce Conversions = Exponential Rewards
One final tip you’ll want to remember when optimizing your product pages is to always test.
Once you’ve applied the 7 tips above, you’ll want to start A/B testing. Test one element at a time. Perhaps for one test, you could test the copy using different product descriptions.
In another test, you could try using a video for your products vs. photos.
Remember to base your testing on data, not gut feelings. Use your site analytics, user testing, and heat maps to identify the areas you can increase your conversion rate.
The great thing about product page conversion rate optimization (CRO) is it creates exponential rewards. The more you optimize, the quicker your conversion rate will climb, and ultimately your revenue.
For instance, if your current conversion rate is 2% and you have 10,000 monthly visitors who make an average purchase of $100. That’s 200 customers per month and $20,000 in revenue.
Then you optimize your product pages and your conversions increase by 0.5%. Just like that, you’d go from making $20,000 per month to $25,000.
If you increase your conversion rate another 0.5%, you’d be at $30,000 per month in revenue.
That’s the power of conversion rate optimization. You didn’t have to increase site traffic. You didn’t have to spend more money on ads. All you had to do was optimize your product pages.
Don’t stay content with your current conversions.
By experimenting with these 7 tips combined with performing A/B tests, you’ll be able to make improvements to your e-commerce site that offer incredible results.
Originally published on HSBC VisionGO: https://www.visiongo.hsbc.com.hk/en/article/perfect-product-pages-for-conversions