Ask any e-commerce startup and you would know that improving product page conversion is their topmost priority.
The product page is the most important of all pages on your e-commerce store. That’s because it sets the stage for that pivotal moment when a shopper decides to buy the product or not to buy.
Most e-commerce startups are seen focusing all their time and energy on traffic generation and promotion. As a result, conversion page optimization never makes up to their priority list. That's a big mistake.
Poorly designed product pages will degrade the shopping experience and reflect poorly on your brand. The traffic is not going to turn into sales, and in the worst case scenario, it will push shoppers off to a competing site.
For a highly profitable e-commerce store, you need to get two things right. First, you need to have a robust channel that ensures a constant stream of traffic to your store. The second is the ability of your product page to convert those “constant stream of traffic” to sales or qualified leads. If either of them is not working optimally, you will have difficulty keeping your venture afloat.
Here are 5 proven strategies that will help you optimize your product page for better conversion and sales.
1. Product Delivery
Believe it or not, but for the great majority of shoppers, issues related to delivery are their biggest concerns. Things like the cost of delivery, delivery time, delivery location and delivery options influence shoppers decision to buy the product from your e-commerce store or move on to your competitor’s store.
Having said that, it would be more appropriate to say that for many shoppers, delivery is everything for them. They choose a retailer based on their delivery promises. Delivery is such a big factor that Amazon has tried to address most of the delivery related issues, a customer would have during the last moment of his purchase, on their product page.
Amazon truly understands what it means delivery related concerns for their shoppers. They have their highly popular subscription-based Amazon Prime focused around same day delivery service.
Good delivery message can improve website conversion rates, and better delivery experience can influence repeat sales.
1. Provide a link on every product page that leads to delivery options.
2. On every page provide delivery related information such as:
a. Delivery charges
b. Same day delivery
c. Order tracking
d. Delivery location option
3. Stock related clear information on every page
4. Relevant postage prices if applicable
Specific product niche e-commerce stores may have certain specific delivery demands such as “flowers same day delivery”.
Interflora understands that their customers are far more likely to demand same day delivery and therefore it has not left any stone unturned to make the message clearly visible on their landing page.
2. Product Stock Levels
Displaying the number of stocks left in the inventory, or the hotel rooms available are some of the widely used tactics to bring the customer closer to buying decision and close the sale. These tactics take advantage of the feeling of scarcity. It is found that the scarcer an item is, the buyer is found more motivated to complete a transaction.
Reducing the quantity supplied of a product creates a scarce product. Even though it is just a perceived scarcity, it creates a sense of urgency and allows you to sell more.
2. Product stock level new example
3. High-quality images and videos
A picture is worth a thousand words.
But when it comes to e-commerce, it's a necessity. Before buying a product, customers want to see, touch and feel the product.
When consumers view a product page, they are looking for
proof of quality and value.
They don’t have this opportunity when buying a product online. They perceive the touch and feel of the product by its image. So it’s extremely crucial to invest in high-quality product photographs.
High quality product photos testify to the quality of your products. They help your brand live up to customer expectations.
1. The image should be the main focal point on your product page
2. Include multiple photos of the product
3. Use original and exact product images. About 22% of the returns of e-commerce products are due to misleading pictures.
4. Include closeup images that show the texture, quality, and craftsmanship
5. Have some action shots of the product that helps the shoppers imagine themselves using it.
6. Include the image of the product in the packing.
7. Show the size and scale of the product
8. Include multiple images
Besides images, another important element of a good product page with respect to conversion is the copy. The great product page will attempt to address all the questions shoppers have once they’ve gathered their first impression through imagery.
Since e-commerce shoppers don’t have the luxury to touch and hold the product before they can buy it, product description helps them in the buying journey.
A well thought out product page will not only describe the product but will also explain to shoppers why they need it. Keep your product page copy as clear and concise as possible. Make sure to use bullet points and plain language, wherever necessary to make it easily digestible.
1. Information related to ingredients such as what it’s made from and where it’s sourced.
2. Instructions to use the product
3. Size and weight of the product
4. Color and other variations available
5. Battery life and likes
6. Cleaning & care instructions
Consumers place a lot of trust in one another because that gives them an unbiased opinion about the product. They get first-hand information about the product from real users. It’s a common sense that a company will tell you whatever it takes to sell a product, but the other shoppers will tell what it is like using the product.
1. Provide a way to offer user-submitted testimonials at some place in the body of your product page.
2. Give option for users to submit their own reviews as well
3. Don’t let the occasional bad review prevent you from doing this. This is absolutely natural. In fact, as long as good reviews outweigh them, it's a beneficial addition.