You can even include a 360-degree shot or a video that shows off all of the important features of your product.
You should also include a few in-context or lifestyle images of your product. It helps your customers form an emotional connection by visualizing a product as their own. It is a great way to tell visitors how they can use a product to improve their quality of life.
A home furnishing store, Pottery Barn, uses a variety of images to show off their products. Sometimes, they also include in-context videos that feature their product, just like this one for their drew embroidered pillow covers.
Product images are the best part of an ecommerce product page. Invest in professional product photography to encourage more customers to buy your products.
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3. Provide Detailed Product Content
Beyond product images, a great product page should provide high-level information about the product. It’s the content that informs customers about the benefits and features of a product. It can convince them to buy from you.
88% of shoppers view detailed product content as being extremely important. An ecommerce product page should provide details such as:
- A relevant product title
- Important features and components
- The material of the product
- Care and maintenance instructions
- Information about the brand
- Size / dimensions / capacity
Make sure that you use a polite, engaging, and personal touch in your product descriptions. Tell your customers why they should choose your product over others.
You should optimize your ecommerce product page content for search engines too. This will help you rank higher in SERPs and, thereby, bring in more customers in the first place.
You can also provide other useful resources or how-to-use guides to help them.
Writing a unique product description can be challenging. You should keep the following points in mind:
- Keep your product descriptions short and sweet.
- Include engaging copy that speaks of your brand.
- Optimize the content for your product page keyword.
- Use a clear structure, headings, and bullet points to improve readability.
- Include relevant specifications.
All of this information should be relevant, useful, and easy to understand for your customers.
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Marucci Sports, a brand of premium sports products and apparel, makes effective use of their product descriptions. They give their best shot to help customers at every point of their buying journey.
4. Feature a Clear Call-to-Action
Another important factor that can help you boost ecommerce conversions is the call-to-action (CTA) on your product pages. Make sure that each product page features a clear call-to-action.
If you want people to buy, you need to tell them to buy. That’s why it is important to have a clear CTA that tells shoppers what they should do next. Don’t try fancy CTAs. You can be direct with phrases such as “add to cart” or “buy now.”
Use a color that makes your CTA button highly visible on your product page.
Fashion brand, ASOS, uses prominent CTAs on their product pages. They also allow customers to mark the items they like as a favorite.
5. Optimize Your Ecommerce Product Pages for Mobile
There is no doubt that mobile ecommerce or m-commerce is growing faster than ecommerce in general. As of December 2017, 82% of online shoppers in the United States shop using mobile devices. 35% of them are mobile-only online shoppers.
More than that, Google announced their mobile-first indexing update as well. If your ecommerce product pages are not mobile-friendly, you might lose traffic, sales, and revenue.
This has left you no choice but to optimize your site and product pages for mobile devices. Mobile-optimized product pages can help you:
- Improve the overall experience of your customers
- Help them buy from anywhere, anytime
- Facilitate faster checkouts with digital wallets
Many ecommerce businesses have shopping apps for both Android and iOS devices as well. These mobile applications provide an even better user experience than mobile websites.
If you have a decent budget, you can also develop and launch a shopping app to boost your ecommerce product page conversions.
6. Increase Trust with Customer Reviews and Ratings
Product reviews and ratings build trust, and that trust increases conversions. They can clear any doubts that your prospects might have about a product and help them make a purchase decision.
Many shoppers prefer to seek advice from someone they know before they buy a product. However, 85% of consumers today trust online reviews as much as personal recommendations.
People often check what previous buyers have to say about a product. This helps them analyze if it’s the product that they’re looking for.
That’s why it is important to put social proof such as reviews and testimonials on your ecommerce product pages.
You should encourage your customers to review your products. One easy way to do so is to send them an email post-purchase to ask for a review.
Many customers don’t have a lot to say about your product. So you should make things easy for them. You can just ask them to leave a quick rating out of five. If they want to write more, allow them to send their feedback too. But it shouldn’t be compulsory to write.
Along with helping other users, customer reviews also help you understand what they like or don’t like about a product. This can be used as a huge opportunity to improve customer experience.
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Even if the review is bad, you don’t have to worry too much about it. A healthy ratio of positive and negative reviews helps customers believe that they are genuine. However, too many bad reviews is a red flag.
When a customer leaves a negative review, it is your duty to reach out to them to solve their problem. Listen to them, ask questions, and help them with what they really need.
Once they are happy, you can politely request that they edit their review. Solving customer problems can help you build loyalty and credibility.
There are customers who don’t have the time to read reviews. For them, you should display average review score summaries on your ecommerce product page. This will help them get an idea of the overall ratings at a glance.
You can also feature customer photos when they share them with you. This will help you increase credibility, trust, and conversions.
7. Upsell and Cross-Sell Relevant Products
Though an ecommerce product page should focus on selling that product, you shouldn’t miss the chance to promote other products.
You can recommend relevant products or other similar products to your shoppers when they’re on a product page. This can help you engage them and encourage them to make more purchases. It can also help your prospects with their shopping needs.
Many ecommerce brands use upselling and cross-selling techniques to maximize average order size and revenue.
Ecommerce giant, Amazon, displays relevant products from the same brand and other similar products. They also showcase products that are frequently brought together to help customers buy everything they need at once.
If a customer is on an ecommerce product page of Apple iPhone X, for example, you can suggest relevant products such as a case or screen protector.
Sometimes, personalized recommendations based on the products they viewed or bought recently can also improve conversions.
It takes you a lot of time and marketing effort to drive targeted traffic to your ecommerce store. But all of that will be a waste if you don’t optimize your product pages to boost conversions.
You should focus on the points mentioned above to provide a better shopping experience for your customers. This can help you increase conversions and encourage your customers to shop again.
Which tactics do you use to boost your ecommerce product page conversions? Please share them with us in the comments below.
Original by Shane Barker
This post was curated with edits by Gordon Fletcher, Principal Consultant(Engineering & Mobile Technology) at Compumagick Associates can be reached at https://www.compumgickassociates.com/contact, @compumagick