Digitalization has revolutionized many industries, and e-commerce is one of them. Due to the rise of online shopping trends, the e-commerce industry is growing rapidly. However, most advertisers are working hard to increase their e-commerce conversion rate.
Product price and quality are not the only factors that affect whether customers click the “add to cart” button. E-commerce product page optimization is the practice of ensuring that each product page on your website not only entices visitors to buy but also allows them to purchase easily and happily.
To help you start improving your product, we’ll discuss the 7 best ways to optimize product pages to increase conversion rates. Here we go!
1. In-depth analysis of your e-commerce product page
You need to spend some time on your ecommerce product page and make sure you do a good job to provide a good experience for your customers.
Check the following points on the product page:
Loading speed
Loading speed is an important part of the customer experience and for SEO. When a website takes too long to load, users will leave despite how good the product is. A slower product page not only frustrates users and can cause them to abandon the page, but it can even result in decreased conversion rates due to abandonment. Consider using a content delivery network and caching services to improve the loading speed of an e-commerce product page. This can greatly improve user experience and contribute to boosting conversions.
Product Video
Product videos have been shown to increase conversion rates by as much as 80%. This is because videos boost the “attention span” of your customers, so they can digest all the important information faster. Videos also cause people to spend 5x more time on a page, so if you have a longer product page, it may be a good idea to include a video.
Product price
Product prices are crucial in e-commerce. They act as an essential piece of marketing, one that can fully or partially influence the buying decision. Converting clicks into sales is not always easy. By adding dynamic product prices to your product page design, you are making the store experience more convenient for shoppers to see the price they need. Dynamic pricing is the ability to set prices for a particular product that is under flexible control.
CTAs
CTA stands for the call to action. CTA’s are a great way to get a visitor to click on a specific button or link that will take them to another website or tell them what they need to do next. CTA’s can be very direct and carry a sense of urgency while others can be more subtle. They can be simple, like a “BUY NOW” icon, or complex with specific text, colors, and iconography that align with customer expectations. The color, placement, and wording to be added as a CTA should reflect the overall look and feel of your website because it will be seen by any visitor.
Shipping and Returns
Shipping and Returns is a section on your product detail page where you can display important information about shipping policies and return policies, such as costs, timelines, and whether your business is responsible for return shipping. By displaying these details explicitly in a tag cloud with a maximum of three tags in a bold, easily readable font, you enable shoppers to see at a glance the shipping and returns information that applies to their purchase.
Add-to-cart Widgets
If your product page doesn’t include Add-to-Cart Widgets, you are missing out on attracting the attention of over 15 million shoppers per month! An important step in the e-commerce process is the checkout process. This process is often where you lose potential customers due to friction. Adding Add-to-cart Widgets on the product pages allows you to get your customers to act on their intention to buy, improving conversion rate significantly. The Add-to-cart Widget is an important tool for any e-commerce store. It’s particularly helpful for optimizing conversions, enticing more shoppers to add your product details to their shopping cart, and ultimately buying your product!
Reviews and Ratings
Always be sure that you’re using customer reviews and star ratings on your website for added credibility and professional touch. Adding a review section to product pages helps increase the trust level of your customer and adds more credibility to your site. Reviews and ratings help potential customers make decisions about who they will do business with. Customer reviews tell a story, and they cue into the various emotions that will come into play when a product is delivered. These reviews can touch on pricing, speed of delivery, or product quality.
Products information (including text and images)
Product pages with good SEO and product information help in conversion and search engine ranking. The product section is the most important part of your website. It is essential to include relevant and valuable information here, and not just sell the product. People want to be properly informed before buying a product, and you need to provide them with all the information they need to make an informed decision.
The main product page should include text and images about the product itself, such as its use and pricing information. This can be accomplished by using a variety of tools to drive the user’s attention towards the key parts of this page. The more informative the product page, the better it is for your SEO.
Product Availability
When considering a product to purchase, it’s often important to know if a particular product is in stock. If a site only displays the cost of the item and not information on whether it’s in stock, customers may become frustrated and leave before making a purchase. If you’re going to sell a product, then you need to inform your website visitors that the product is in-stock and ready for delivery. This information will help your SEO rankings, and it will help shoppers make a purchase decision.
Mobile Friendly
All businesses need to make sure their e-commerce website and product page are optimized for mobile. Ensuring your e-commerce product page is mobile-friendly is an easy way to boost sales. It’s important to give the best experience possible to your customers who are viewing your site on a cell phone or tablet. They are unique visitors surfing on apps instead of desktops or laptops, which means they’re expecting quick loading times and an easy way to navigate around the page. If users take too much time waiting for products to load, they will quickly lose interest in your product.
2. Impressive and Clear Product Images
Product pictures can help you attract customers and impress your products. In shopping ads, Google will show your product title, image, price, and brief description. If your product image is attractive, it will attract more users’ attention and increase the click-through rate. At the same time, ensure that you use multiple product images on the product page so that users can check your product from all angles before placing an order.
Here are ways you can make your e-commerce product page mobile-friendly:
- Implement site search
- Use large fonts
- Optimize navigation
- Keep navigation clear
- Use the right-sized thumbnails
- Use responsive framework
- Make the CTA button clear
3. Optimize Product Page Copy
The key to writing compelling product descriptions is to focus less on descriptiveness, mechanization, inserting keywords, and more on writing original content to help potential customers imagine that they are using your product. Emphasize product advantages.
Why should visitors spend money to buy your products? How does it solve the problem they are seeking to solve? What makes your product better than your competitors? The product page copy is what you promote to potential customers, so make sure your language is accurate and attractive.
4. Product Price
If you’re running a dropshipping store, then product price is significant because it could create big trouble for you if you try to sell the same products at a high price. People compare prices with different stores and buy products where they get them at affordable prices. So make sure you choose competitive prices for your products.
5. Create Urgency
One of the best methods of improving the conversion rate of your eCommerce product page is to create urgency. You must leverage the power of FOMO (fear of missing out) and get your customers to think that they may lose a great opportunity.
One way of doing this is by announcing a limit-time sale. You must ensure that you make them realize that they’ll miss out on the sale if they’re late.
You can do so by adding a countdown clock. Another way of doing it is by letting your customers know that a limited quantity of the products is left. This might just give them a nudge to purchase as they may end up losing the product if they don’t.
6. Social Proof
Oftentimes people are afraid to purchase online, so adding social proof is the best way to get more people to purchase. Social proof can include actual pictures of people using and enjoying your product and/or an overall positive experience.
A robust social presence showcases your company’s personality and establishes trust with prospects and customers. Regularly posting and engaging with followers on your social channels can turn past customers into promoters and skeptics into believers.
Link your brand’s Instagram feed to your homepage, or place social sharing icons on product pages.
7. 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.
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