Having an optimized product page is crucial for any eCommerce business. Optimized eCommerce product pages can increase conversions drastically. This is the number one method to increase conversion rates on platforms like Bigcommerce and Shopify. You can have an amazing eCommerce site, offer some of the best products in town and provide a seamless checkout process. However, without optimizing your product pages online, shoppers’ carts will stay empty.
How to optimize eCommerce product pages to increase conversions
To inspire people to buy your products, you have to think strategically when it comes down to product-page design. You need to be intentional about everything and know the intent of your potential customers. Every element from word choice and image selection all the way up through how visitors are greeted.
Here at Optimum7, we saw this more than a dozen times that a good layout for your product pages can make or break a store. In this article, we are going to go through the key points on how to optimize eCommerce product pages to increase conversions.
We put together 10 effective ways to help you with your eCommerce product page optimization.
1. High-Quality Product Images and Videos
First things first, we have to sense some quality from your product page. Plus, high-quality images on websites give prospective customers, a feeling of trust and safety.
New online store owners often underestimate the value of investing in high-quality product photos.
Product photoshoots might be time-consuming and expensive. Especially if you need to hire outside freelance photographers to deal with many products that will be sold on your website. But this is one of many quality indicators in the eyes of your potential customers.
Making your product videos and photos stand out is important because it can help you convince visitors of the value of buying products. Investing resources into high-quality product images will boost conversions. This means more sales for less time spent on marketing!
To summarize, great product photography can help with:
- make it easier for potential customers to understand what to expect;
- establish brand consistency; and
- increase social proof;
- build trust and overcome objections;
- differentiate from competitors with the quality of your product photos;
- create the right first impression.
2. Include customer feedback and reviews of products
You might be able to spend your entire advertising budget on Google, Facebook, and other websites that advertise advertisements around the web but they’ll never have as much impactful power of word-of-mouth recommendations from friends telling their peers about it.
- Displaying reviews can increase conversion rates by 300%.
- Nearly 95% of shoppers read online reviews before making a purchase.
- 85% of people trust online reviews they read online as much as personal recommendations.
- 72% of customers don’t take action until they have read reviews.
Reviews from real customers help potential buyers make a wise purchasing decision. One way to achieve this is to provide personal details of the reviewer.
They provide the emotional information that helps them trust your product and believe it will serve their needs. This leads to an increased number of sales!
Do you want to increase product page conversions? Then focus on leveraging statements from your brand advocates, loyal followers, and most recent customers as much as optimizing your statements about your products.
3. Improve site speed for high converting product pages
Consumers expect minimalistic design and fast load times from websites. Google found that 53% of mobile users will abandon a site if it takes longer than three seconds to load.
This is an issue considering in 2018 most sites had loading times between 8-11 seconds. This means they were taking up more screen real estate with nothing being loaded before you even get started scrolling down the page!
Here are some of the best practices to improve your site’s loading speed. Maintaining a fast website is not only good for the product page SEO, but it can also have an effect on how quickly people convert.
- Ensure that you are operating the latest version of whatever CMS or website builder you use.
- Compress site files and images.
- Make sure you optimize your site for mobile.
- Reduce the number of HTTP requests that occur on your site.
- Fix broken links throughout your site.
4. FAQs are a must
It’s natural for your customers to have some questions regarding your products when they visit your eCommerce product page. While they can, of course, ask them on the live chat, it helps if you have a few common ones listed on the page itself.
Answering your customer’s questions can open up whole new possibilities for visitor engagement. To connect with consumers today, you have to solve their problems. You have to convince the customer that your product will provide long-term value for their money.
Answering the questions you already know visitors are asking right on your product page is a great way to increase conversion rates.
5. Pricing & Shipping Costs
It’s no secret that many eCommerce businesses fail to list the price of their products and shipping cost. This can put off customers. So it’s important for you as a business owner to make sure that people are aware of what they’re buying.
Instead, try to be more transparent about your shipping charges and the complete price of an item before they buy it. This will help you win customers’ trust boost conversion rates! Offering free shipping is also a great way to reinforce that trust with your loyal customers.
For example, notice how Newegg has put up their pricing clearly on their eCommerce product page. They’ve also mentioned that they are offering free shipping. This makes the process simpler so it leads to better customer satisfaction.
6. Create Urgency and scarcity
One of the best ways to improve your eCommerce product page conversion rate is by creating urgency and scarcity for your product.
You must create FOMO (fear of missing out) and get customers thinking that they may lose the opportunity.
So you should make it seem like there’s only one chance for them to buy now or never! One way this can be done effectively in some cases would include announcing a limit-time sale where buyers realize how late another offer ends soon after.
The goal is to put a bit of pressure on visitors and urge them to make a purchasing decision faster, and before leaving your website, helping to reduce the number of users abandoning their carts eventually getting you more sales.
When Amazon has a deal of the day, they make it very clear that their products are on sale. Every eCommerce page has an orange timer next to its name and stock quantities listed with what’s available in case you miss this time-sensitive opportunity!
7. Give Your eCommerce Product Page an Engaging Title
A strong and memorable title for your product page will help you to capture the attention of your potential customers.
Your product page’s headline should be short, yet captivating so that it doesn’t lose its readers mid-sentence like some other titles on eCommerce stores may do
To create an eye-catching layout, you need to optimize your fonts and keep them at the top or center of each page. You can also try using colors that contrast well with other elements around them including background surface materials like paper for example.
8. Write compelling and informative product descriptions
One of the best ways to increase eCommerce product page conversions is by writing product descriptions creatively. Product descriptions are not just about telling people the product details.
They’re also an opportunity for creative expression that can evoke emotion and curiosity in readers looking at options similar or complimentary items!
Product descriptions are the key to captivating your audience.
To make them more compelling, less time should be spent on being repetitive and keyword-happy – instead, generate original content that helps prospective customers imagine themselves using products in their everyday life!
Casper for example does an excellent job of writing compelling product descriptions.
9. Product page SEO optimization is important
In the era of search engines, where brands fight ceaselessly for ranking high for eCommerce product pages and keywords can be a deciding factor in whether or not your eCommerce store ranks at all; it’s crucial that we understand how search engine optimization affects our online presence.
An important part of that is titles and meta descriptions. How well they are written decides which Google result a visitor will be adequately convinced to click on.
Using unique titles and meta descriptions is vital in product page optimization. The recommended length for a meta description is 160 characters, but you may want to check the Google guidelines for any updates.
As the product page contains transactional content, it makes sense to target keywords that are sales-focused.
10. Upsell and Cross-Sell Relevant Products
With an eCommerce product page, you should focus on selling that product but you shouldn’t miss the chance to promote other products too.
Many eCommerce brands use upselling and cross-selling techniques to maximize average order size and revenue. This can help you engage them and encourage them to make more purchases. It can also help your prospects with their shopping needs.
Amazon uses this method with a section called ” Related Products” which displays relevant products from the same brand and other similar items on their eCommerce product page. They also showcase products that are frequently bought together to help customers buy everything they need at once.
11. Use Personalized Product Recommendations
With big data and the help of algorithms, personalized product recommendations have become a great way to convert repeat visitors into loyal customers.
With technology to assist in culling out insights on past purchasing behavior and preferences, eCommerce personalization now is a necessity to build a sustainable connection with customers.
When you personalize the experience for potential buyers, they are more likely to be loyal to your online store and help you get more conversions.
This is done through data-based recommendations that help them find products complementary in nature and make a buyer feel understood enough so their needs can be preempted before they go shopping!
12. You Need Clear Call-to-Action Buttons
One way to boost conversions for your eCommerce business is by adding an effective and clear call-to-action on every product page. A good CTA will lead users down the purchase process, offer them more information about their order and prompt them with ways they can buy now!
You have to be persuasive and visible if you want people to buy.
That’s why the best call-to-action is a clear, simple phrase that tells shoppers what they should do next like “add to the cart”. Try not to use too much jargon or include complicated instructions in your CTA because then it will seem unprofessional. And makes sure you use a color that stands out from the rest of the page since that’s where we want our potential customers to go.
Telling potential buyers directly gives them confidence about making decisions without feeling overwhelmed.
Thanks to branding giants like Apple, Nike, Beats, and many others, consumers have come to appreciate and even expect minimalistic design when shopping online.
How to Include these Features on Your Website
Whether you want to create a sense of urgency with stock quantity display or need to offer your customers the ability to design their own products. Optimum7 can implement these features and much more on your product pages.
All these functionalities will optimize your product page to increase sales and customer retention as well as deliver a more attentive and personalized experience.
Each eCommerce store is unique, and often boilerplate displays don’t adequately present your products.
Presentation is just as important online as it is in a brick-and-mortar shop. If you wouldn’t accept disorganized and unattractive displays in one eCommerce website, there’s no reason to accept them in the other. Learn more about the huge palette of functionalities and how you can have them on your website by contacting Optimum7 today.
We look forward to learning about your display needs, and how we can help deliver them.
Conclusion
So, invest in high-quality visuals, write a stellar product copy, make your pages responsive and incorporate different social proof elements. These are crucial elements to show your products are worth a purchase. Follow all tips slowly and steadily, and you will undoubtedly improve sales in the long run.
You should focus on the points mentioned above to provide a better and more personalized shopping experience for your customers. This can help you increase conversions and encourage past customers and repeat purchases!
