Optimizing Product Pages to Boost Conversions
It takes a lot of time, energy, and money to drive targeted traffic to your website. But if your product pages aren’t optimized for conversion, then the user experience and your sales will suffer.
So, you’re doing a knockout job driving traffic to your e-commerce site (way to go!), but when you look at your numbers, you see that those visitors aren’t buying very much. Whether they’re not adding products to their carts or jumping ship and abandoning items already in their shopping carts, sales just aren’t where you know they should be.
Low sales and high cart abandonment rates usually point to issues in the structure of your product pages. Those pages set the stage for that all-important moment where website shoppers either decide to purchase the products they’ve been eyeing or back out and leave your site for good.
What can you do to optimize your site so it’s primed to drive sales? Let’s explore a few proven tactics for building product pages that boost conversions.
Product descriptions have a big influence on your visitors’ decision to purchase. While these descriptions should answer online shoppers’ immediate questions and give them a reason to buy, visitors usually aren’t interested in reading a lot at this stage. Good product descriptions find a way to relay the pertinent details while remaining succinct and fun to read.
When writing your product descriptions, try to:
- Start with the benefit: To instantly capture shopper attention, talk about the qualities that are unique about the item, as opposed to jumping into product features off the bat.
- Make it digestible: To avoid visual overload, structure your descriptions with collapsible segments and bold headers to separate sections like product description from product details (materials, specs, dimensions, etc.). This puts shoppers in the driver’s seat, giving them control over the information and improving the user experience.
When creating product pages, do not use generic descriptions from the manufacturer. Writing your own text and taking your own pictures will help foster conversions and significantly improve page SEO.
Product detail sections are where you want to proactively answer any specification questions shoppers will have before ordering. Think about all of the details a shopper might need to make a final decision to buy the product, such as materials, recommended uses, and dimensions. Organize this information in a clear, understandable manner.
In many cases, these basic questions can be the last barrier to making a sale. By going the extra mile to provide those answers, you’ll keep shoppers from leaving your product pages simply because they’re not sure it would work for their specific needs.
As humans, we have a much easier time processing visual information than written text. And because most everyone wants to see a product before they buy it, high-quality images are an absolute must for any product page. When adding product images, remember that:
- Size is important: Images must be prominent on the page but also quick to load.
- Visitors want to see details: Make sure shoppers can zoom in on the product image and that all angles are available for viewing. You can even add a video to showcase what the product looks like in motion and how it operates.
- Showcase real people: When deciding whether to buy a product, most shoppers want to see real people using or wearing the item. Showcase people of different body types in your product images. Also encourage customers to share their personal product photos in product reviews, because shoppers weigh that social proof highly in buying decisions.
If your call-to-action (CTA) — your “Buy Now” or “Add to Cart” button — isn’t prominent and noticeable, shoppers will not click on it. Make sure that the color and location of your CTA button helps it stand out from the rest of the copy on the page.
In addition, make sure that the copy of your CTA matches the link’s location. For example, a “Buy Now” button should take users to the check-out page, whereas an “Add to Cart” button simply notifies the shopper that their selected item has been added to their cart.
Lastly, “add to wishlist” is an excellent secondary CTA to add to your product page to give shoppers an easy way to save their items for later.
If shoppers have unanswered questions after looking at your product page, they are likely to abandon the cart. Adding a live chat option can make it easy for them to quickly find answers to questions that could be preventing them from completing the purchase, and therefore increases your chances of conversion. The quick, personal chat answer can also go a long way to improving the customer experience and encouraging repeat business.
It’s also a good idea to add an FAQ section on your product pages to help clarify some of the more frequently asked questions.
Ratings and reviews
Online shoppers place a lot of value on ratings and reviews from other consumers. Brands know what it takes to market their product to the masses, but real-life people aren’t afraid to give honest opinions and seeing their success with the product is a powerful form of social proof that the product is worth buying.
Showcase user reviews and testimonials on your product page for others to read. Ratings and reviews have been known to increase conversions by 59 percent, and are often all shoppers need to make that final buying decision.
It takes a significant amount of time and energy to drive targeted traffic to your website, but if your product pages aren’t optimized to boost conversions, then your visitors’ overall shopping experience and your sales will suffer. If you want website visitors to turn into customers, give your product pages the love they deserve.
Need help optimizing your product pages to boost conversions? Drop us a line.