Optimising your Product Pages - 12 Ways to Increase Conversions

June 24, 2022

If you can’t convince your online users to click “add to cart” then you're not going to get the sale...

Sounds obvious right?

Why do so many online stores regardless of platform go with ‘the norm’ then and ignore making shopping easier and more unique for their customers?

Do they think about how their product pages are better than the competition?

Your product page plays a key role in the most important conversation your online customer will have with your website. Some little things that can make a big difference…

>Do you have reviews on your product pages?

>Do your product pages load really fast?

>Do you have videos specific to what you're selling on your product pages?

>Do you have conditional upsells to maximise your average order volume?

Did you know that displaying customer reviews on your product pages can increase conversion rates by up to 90%?

If you don’t feel this is important you're practically leaving money on the table. To inspire potential customers to buy your products, you have to think really strategically about your product page design. You need to think about everything and know your potential customers inside out - intentionally.

Every element from word choice and image selection all the way up through how visitors are greeted can make or break your product page.

Let’s talk about some key elements that need to be included as part of your product pages:

1. High Quality Images and Videos

Simply put, why would someone buy your product where the images and/or videos are of such a bad quality that they can’t get a real sense for what the product looks like or does? You don’t have to be a rocket scientist to work out why this is important…

2. Customer feedback and reviews of products

Whenever I see an online shop without reviews I think to myself what are they trying to hide? In an era where opinions are not always important they are unfortunately expected. A product page without reviews unfortunately is a deal killer and pretty much tells the potential customer that your current customer's opinion does not matter.

3. Site speed for high converting product pages

Nothing worse than finding the product you want clicking on it from the category page and it taking 15-20 seconds to load. Consumers are impatient and expect everything yesterday so you have to ensure that your product pages load quickly!

4. Product FAQs

Even though you may have some generic FAQs on your website, having product specific questions and answers really helps open up the engagement with your customer. Yes there is the live chat option but sometimes customers would rather have as much of the facts themselves to make up their own decisions independently. Having product specific FAQs will ensure you give your customer some clear messages.
(1) How will your product solve their problem
(2) How it will offer them value for money

5. Pricing, Stock & Shipping Costs

Make sure you display the price and if a product is in stock extremely clearly on your product page. Having a clear tab or area to display your shipping costs and policy is also a must to give your customer complete confidence over the price they will pay and when they will get your product.

6. FOMO (Fear of missing out)

Creating urgency and scarcity is one of the best ways to improve your e-commerce product page conversion rate. This is not suggesting to mislead your customer in any way, the goal is to put a bit of pressure on them and urge them to make a purchasing decision faster. This can be done in a number of ways two of which might be
(1) Creating a flash sale
(2) If you display stock volumes and change the appearance when your stock reaches a certain number to create more urgency it will make the customer feel like they will miss out if they don’t buy today

7. Engaging title

Give your product page an engaging title! Give your product page an engaging title by optimising your font style, thinking about the positioning and use colours that contrast with the other elements around them.

8. Write compelling and informative descriptions

Nothing worse than browsing 2-3 products on a website where the descriptions all sound the same. If the owner of this product can’t be bothered to write about it properly, why should I buy it? This is what your customers will think!   Product descriptions are key to captivating your customers and helping them understand how your product will solve a problem and add value to their lives..

9. SEO optimisation

In a world where brands are constantly fighting to rank high for e-commerce product pages and keywords it’s crucial that you understand how search engine optimisation affects your online presence.  Unique titles and meta descriptions are vital in product page optimisation. As the product page contains transactional content, it makes sense to target keywords that are sales-focused so ensure you're working with your digital marketing division to get this right.

10. Relevant Products

Upselling and Cross-Selling relevant products is a must! Of course you should focus on selling the product but you shouldn’t miss the chance to promote other products too.

11. Personalised Product Recommendations

With so much data available today, personalised product recommendations have become a great way to build a sustainable connection with customers. Using insights on past purchasing behaviour and preferences helps convert repeat visitors into loyal customers which is key for long term sustainability. You Need

12. Clear Call-to-Action Buttons

Again sounds obvious but so many websites don’t do it right. You have to be persuasive and visible if you want people to buy your products. Try not to include complicated instructions in your CTA because then it will seem unprofessional. Make sure you use a colour that stands out from the rest of the page since that’s where we want our potential customers to go.

Book a free e-commerce clinic today to get help with optimising your product pages and stop leaving money on the table.