A visitor land on your eCommerce website wanders about the various product categories and finally clicks on a product. No matter how much energy you put in promoting your homepage or maybe well-built blog posts – your product page is the place for closing the deals. It’s the moment of truth, and you ought to have well designed (and conceptualized) eCommerce product pages for increasing the stickiness factor. A good product page can affect the conversions even more than the checkout funnel, so there is no doubt you should do something to optimize them.
In this post, I’m going to share my proven, best practices about eCommerce product page optimization, and give you some tips that will make your product pages convert.
1. What Should I Concern?
The real purchase starts from the product page, so you want your product to stand out, and minimize all other distractions while your visitors begin the checkout process.
That means you want your product to appear above the fold with no other distractions such as special offers or best blog posts to read so that the visitors will stay focused on the product page.
All means the page design should be appealing; the pictures of the product should attract and the page should include a variety of product information such as product description, available product options, shipping, return policy, reviews etc.
Etsy is a great example of a good product page design:
2. Great Product Photos Will Do Amazing Job
People can’t feel the product in their hands, so you must showcase your product in the best possible way. The product photo is the first thing visitors see when they landed to your product page. Pictures have better impact on people that word when talking about “being in the moment” communication. So the great product photos which can tell a story will help you sell more products!
Make sure you upload high-quality photos of your product from several angles and add an option to zoom-in on the photos.
An example of 360 view product page from bugaboo.com:
3. Image Size Does Matter
Research from ConversionXL talks about how product image size affects attention and engagement. This experiment looks at how viewers perceive a product page when the product image size changes.
As per the results of their research:
- The spec-driven product (hard drive) shows a pattern of increased visual attention with increased image size.
- The experience- or design-driven product (men’s dress shirt) shows a pattern of decreased visual attention with increased image size.
4. Write The Great Copy
A product page should not contain a lot of text, as opposed to other kinds of pages you might have on your website, which makes every word counts.
Related read: How to SEO for eCommerce Product Pages
You should use micro-copy strategies in this case – create an idea and a unique feeling for your website’s language to tell a story and not just copy-paste your product’s (boring) features.
Remember, you want to stand-out from your competitors. You want to make your users “being in the moment” and excited about your product.
Here’s a great example of what viaspiga shoes did with their product:
We can see the name of the product has a cool and hip feeling. The description is also unique and explains the inspiration and kind of a “short-story” for the creation and design of this shoe.
The page opens with the announcement of Free Shipping, which we know today, that this method helps the visitor to seal the deal easier and increase the conversion rate.
Using a unique language and adding micro-copy is the little, small words we usually don’t think people really care about or actually read, but let me tell you – they make a huge difference!
Especially in the E-commerce world. It could be the “free shipping”, or a small CTA button, all of these are places where we can put our effort and increase our conversion rate.
5. Build The Trust
Online frauds are on a rise. It is therefore critical for eCommerce businesses to establish credibility and trust with their customers. Adding a small message of guarantee, or displaying safety logos or trust seals can build customer’s confidence and boost conversions in your online business.
Research from ConversionXL talks about Site Seals Create The Most Trust? This experiment looks at which site seals create the most trust in eCommerce product page.
As per the results of their research:
- Popular brands like Visa, Mastercard, PayPal, Norton, and Google were also the most trusted seals when paying online.
- ‘Google Trusted Stores’ was trusted more by millennials (gen y) compared to older people. (As of June 1, 2017, Google no longer supports the Trusted Stores program.)
- Sitelock did well with middle age (gen x) compared to millennials.
- Paypal was trusted by older (50+) participants relative to millennials.
- Males were significantly more likely than females to trust the Visa-Mastercard seal.
- Females were significantly more likely to trust the Better Business Bureau (BBB) seal.
- Females were significantly more likely to trust the Norton security seal.
- Most respondents purchased something online at least once per week (98%) with over two-fifths (42%) feeling concerned about security at least half the time.
- Unaided awareness was very low for most trust seals, although once aided with the image of the trust seal badge, awareness increased significantly.
6. People Like to Read Reviews and Ratings
According to the research from unbounce.com, “the sheer number of reviews, regardless of what they discussed or how favorable they were, had a positive impact on sales.”
Reviews, despite all their virtues, deserve a place lower down the page. So make do with a summary of average scores above the fold and let your visitors scroll down if they want to read heartfelt letters of appreciation.
Immortalitea Company gives detailed customer reviews as one sscroll down the page.
7. Answer Questions
Along with knowing basic information about your products, customers are concerns about the logistics, warranty, returns. For example, how does shipping work? How about returns? Do they have my size? Is it safe?
Don’t keep your customers in the dark. You should include as much as information you can in the product page.
In an ideal world, a customer won’t want to shell out any money on shipping. Unexpected shipping costs are the main reason for cart abandonment.
But if you must charge them, be honest about it and don’t try to sneak in the expenses in the checkout stage. Your customers will be mighty annoyed and abandon the cart as well as your hopes of optimizing the checkout.
Be clear on the return policy as well. Do they have 10 days to return the product, an entire luxurious month, or no such privilege at all? Spell it out, please.
Include a FAQ section if you can. Example of Amazon FAQ.
8. Eye-Catching “Add-to-Cart” Button
Remember, the goal of your product page is first and foremost to sell!
The purchasing funnel begins with the product page but then continues to the “Add-to-cart”.
From that reason, if your add-to-cart button gets lost or is not that noticeable – you might miss a lot of sales you could have had. A good button is one that pops-out to the user’s eye; one which located above the fold, formatted in a large, visible size and with a contrast color to the website’s background color. Of course, it depends on the colors of your website and most of the times I would not advise using a red button (unless it’s the color of the other buttons in the website design).
Today we know that there is a certain belief that orange and green buttons work best, however, I would encourage you not to rely on assumptions and to always A/B test what works on your website and on your buyers.
Optinmonster has come clues on which color button converts best. When faced with the question of which color button converts best, there are 3 answers.
The Generalizers will tell you that there are some general truths about color. Some colors work well for certain industries, and there are some colors that you should never use.
The Pigeonholers will swear by one color that converts better than any of the others.
The Perpetual Testers will say that color might make a difference, but not in any consistent or predictable way.
An example of “eye-catching” Add-to-Cart Button:
9. Related Products – Another Chance for Sale
Customers aren’t always interested in a certain product. However, they may want to see similar products that other customers have viewed and purchased. So cross-selling and up-selling is today’s hottest trend in the e-commerce field, and when you think about it, why not? Your user is already inside the purchasing funnel – why not use it to your own benefit?
A study by Forrester research analyst Sucharita Mulpuru, product recommendations is responsible for an average of 10-30% of ecommerce site revenues.
Customers aren’t always interested in a certain product. However, they may want to see similar products that other customers have viewed and purchased. This is a classic marketing move – you need to appeal to your audience with content they want to see. Perhaps they’re not interested in this shirt, but they’re still in the target demographic for another shirt.
On your eCommerce product pages, list these similar products at the bottom. Take a look at this example, as seen on the samsclub.com.
Takeaways
Customers can buy nearly anything online these days, so why should they purchase from you? By giving them a great experience on your eCommerce product pages, customers will want to purchase from you time and time again.
If you use all of these tips, you are a guarantee to maximize your conversation rate. But also, don’t forget to track everything with Google Analytics in order to optimize and make your product page even better!
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