Do you know what every business wants?
A higher conversion rate!
This is all you need to ensure that your business booms. However, generating those numbers is harder than it looks. At least that is what many companies complain about.
Now, I will admit that it isn’t a walk in the park; getting high ecommerce product page conversions is hard work. It requires time, dedication, and resilience.
You need to be on top of your game and learn to branch out. Most importantly, you need to know how to satisfy your customers.
You believe that you already know all this. In fact, you have worked hard investing in creating compelling landing pages.
This strategy has definitely given your leads a boost and has attracted the attention of several new visitors.
Yet, every time you open your sales funnel, you see no change.
Why is that?
I have one question for you,
The Minor Mistake: Did You Miss a Mark?
The fact of the matter is that you and your customer want one simple thing: to make shopping easier through the internet. In this way, they will get the products they want and you will get the profit. This requires a single action from their part- adding your products to their cart.
But they don’t seem to be doing that. Are they?
You are most likely shaking your head right now. You see, you may think that you have done everything right. You have a charming social profile, great customer services, and your landing pages are top-notch.
According to most digital marketing books, you are on the right track.
However, you kind of missed one important detail: the product page. Due to this, your visitors aren’t compelled to buy your products.
Here are a few tell-tale signs of a bad ecommerce product page:
- Low-quality images
- Exaggerated product copy
- Long detailed bullet points
- No clear call to action
- Lack of clarity in the product description
- Vague or boring product details
- No variety
In short, there can be a lot of things that can go wrong with your product page. One look at it makes the visitors discarding their decision to order from your online store. It is because you have failed to present your product in the best light. You have neglected showcase it in a way that tempts the leads to hit the ‘Add to Cart’ button.
Think about it in this way…
To make it clearer, let me give you a real-life example.
Have you ever gone to a retail store? (That was probably a dumb question because you most certainly have.)
Anyway, what happens when you are hovering around an aisle for too long? Doesn’t a salesperson show up?
These smart agents will be quick to strike a conversation and persuade you to buy the products.
They do this in multiple ways:
- They tell you what you are missing out on
- They will list down all the features
- They guide you if you are confused
- They answer your questions
- They may give you a demo
- They suggest alternatives
- They even advise you on getting more stuff that will improve
After the end of the interaction, you probably end up buying more than you had planned to. Am I right?
That is the art of a compelling sales strategy. It is all about gently pushing your customer towards the product, and getting them to hand you their cash.
I know what you are thinking. How can you appoint a sales team to the product page? You can’t possibly do that but you can still do something that comes close to this.
Can you guess what it is? It is none other than optimizing your product page.
How Do You Optimize for High Ecommerce Product Page Conversions?
A product page doesn’t need any fancy theatrics (though those will definitely catch attention!) All it needs is you to address the basic details that the potential customer is looking for.
What are these ‘basic’ details?
- The Product: To state the obvious, your product must be the center of attention on the page. Don’t take away its spotlight by using glaring color schemes or font.
- The Brand: Statistics show that web-users reach the product page before your homepage. This means that it is essential for you to incorporate your brand on the product page.
- The Copy: Like the salesperson in the real world, your copywriting must have a persuasive tone. It has to have a voice and tone that compels your visitors to make the purchase.
- The User Experience: This can make or break your sales pitch. Ensure that your product pages look appealing and are easy to navigate for a newcomer.
As a whole, all these four details help you build the perfect product page. You need to look at the page from a visitor’s point-of-view and make sure everything is clear-cut. This includes everything from the images you use, words you write to the way items are placed on the page.
Believe me, when I say that the tiniest detail can have a huge influence on your conversions.
Is that all?
Nope! I can’t leave you with a tiny nugget of information. I prefer to show you how it is done. Therefore, I have compiled a list of examples and formulated some strategies that you can apply to your product pages.
Here are some superb techniques that can make your product pages popular:
1. Get Those Angles
One of the most common things that you do when you want to buy something is by checking it out. You take in your hand and check it from top to bottom, left to right. Then you check for flaws in the design, decide if it’s your style and head to the cash counter.
I might have skipped a few parts but that is the gist of it.
Now, you can’t exactly let your potential customers do that on a virtual store. But you can help them out a bit by giving them an idea of what the product looks like. This includes taking high-quality shots of the product from not one but all angles. Thus, giving them a three-dimensional view of what they are planning to buy.
Consider this example from Nike’s product page (right). Nike ticks all the boxes of presenting its product well:
- It has high-quality pictures
- A no-nonsense background highlighting the shoes
- It shows it from every angle possible
- It allows you to zoom in on the product
Additionally, when you click on the image, you will see a model showing you how the shoes look and work when you wear them.
Talk about a full-fledged experience!
2. Say It All
Like I mentioned earlier, your customers are on their own when they are browsing your online store. That is why it is your duty to shed light on all the questions they may have about the product. This means that a basic description won’t just do that job.
While I know that for most customers the details will do the trick. However, there are a few curious souls out there who want a 411 before they lock down the product for purchase.
Thus, provide them by giving them all the information you can.
Consider this example from Sony’s product page.
To meet my purpose I have taken a screenshot out of a small section of their product page. I just want you to focus on the tabs above the picture.
Can you see how they have covered it all? They leave no stone unturned by specifying everything one may need to know about the product.
They have even added a list of items that can support this product in the ‘accessories section’ and offered contact details for ‘support’ in case the customer wants to learn more.
The renowned Swedish furniture chain IKEA uses a similar strategy.
Although frankly speaking, I found their information section a tad bit cluttered. That is why I gave the Sony example. They appeared to be more organized.
That being said, I always test a version of ecommerce product pages WITHOUT tabs when a client has a layout like this. I've found if often wins when you don't hide important info behind tabs. The important thing to remember, however, is that all this content is needed because your customers will look for it.
What do you think?
3. Add Personal Touches
Your brand story and style is the unique element that adds an extra oomph to the product pages. This is why it is important to personalize your generic products so that it looks customized for your target audience.
Take a page from this women’s wristwatch brand called Wristology. They have certainly taken this advice to the next level. Instead of using bland labels like ‘simple watches’ and ‘fancy watches’ they have build different personas that cater to different personalities.
Have a look at how they did it:
How does personalizing help?
By using a relatable persona of ‘Charlotte’ they have made copywriting smoother. They try to reach out to women that have a minimalist style and wouldn’t be caught dead in one of those big flash wristwatches that are trending online. They just validated the customer’s choice.
If you pay attention to the copy, they have cleverly threaded the watch’s features with their interesting use of what Charlotte’s style.
4. Back to Basics
The art of selling a product is by toning down your exaggerations and keeping the information direct. This is what Amazon thrives in, and that is probably why it has become everyone’s go-to online store when they wish to make a purchase without stepping out of the house.
Just cut down the chase and say the stuff as it is.
My advice to you is to make the bullet points a little shorter and snappier. This is because you know people have short attention spans and prefer to get their information in digestible copies.
5. The Verdict
Are you all about getting the second opinion?
If yes, then you probably use this habit in your various purchases too. Most online shoppers are browsing customer reviews before pressing the ‘Buy’ button. That is why; make their decision easier by providing your own section of reviews. Not only will they appreciate your efforts but they will get to know that your product is making sales in the market.
Your reviews can be detailed reviews by the customers or just some stars that measure the various features of the particular product.
It all depends on what you are selling and what kind of feedback you are receiving online.
6. The Last Call
The final detail that makes your product page complete is the all-powerful call-to-action button.
An interesting point to note here is that the CTA on the product page doesn’t have to be fancy or clever. They just need to be there on the page. More importantly, they have to be clearly visible to the user. Otherwise, the potential buyer will get lost on all the details and will leave the page.
This is all you really need:
In a Nutshell
The takeaway message here is to establish product pages that are pleasing, informative, and resourceful. Once you have achieved all three targets, then you need to do nothing but wait for the customers to drop by and hit those CTA buttons.
So what does your product page look like?
It doesn’t matter what it looks like at the present. What truly matters is what you do with the information I just shared. I hope that you tweak your product pages to boost optimization and increase conversion rates.
Got a problem?
Do you find it difficult to apply all these strategies practically? Then don’t hesitate to contact me for further advice. I can surely work with you to improve your sales and revamp your website for a successful conversion rate.
Let’s all push those leads down the sales funnel and achieve high ecommerce product page conversions!