The ambition of any business is, and should be, to grow and to add more and more customers over a period of time. When it comes to expansion, E- commerce provides the best and the fastest growing platform to achieve that ambition. This procedure includes putting your products on display in the virtual world for the potential buyers. Once you manage to attract the eye of consumers towards your page, it becomes even more crucial a task to deliver on the promise they were provided with. You wish to see number of visitors turning into customers, adding things to their carts. For this purpose, what matters the most is the convincing power of your page so that it can attract and convince more people to add your brilliant products to their carts.
In order to convert the visitors of your webpage into customers, product page optimization should be undertaken. How well you market your store is the traffic you get, but you may not get upgraded results if you will still stick with the same poorly-designed product pages. For this purpose, you need to take care of so many considerations in mind and making improvement in your product page will help you in a great way. But at the same time, you need to retain your voice and the uniqueness of your business to stand out from the crowd.
Every Ecommerce business owner perfectly knows that a good converting product page is worth its weight in gold so to get the same you need to optimize your product page by adopting various tried and tested recommended tips and tricks. This will surely help the owners who are stuck with so many thoughts from where to start and how to start.
Product Page Optimization has some hidden gems that can help build trust in the first-time visitors becoming new customers and the old ones returning for more. Exponential product sales online have these core values at their heart:
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Clarity and Simplicity of CTA
The CTA for the product and its placement come only second in importance, after the placement of the product’s image, as far as online sales are concerned. The text and the desired CTA needs to be clear and simple, using vocabulary that is not too far-fetched or creative. Bonus points go to its bold placement and sleek appearance. Take a look at the example below:
The desired CTA is highlighted and leaves no confusion as to the intention of the website or the seller.
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Picture Professionalism
The adage “picture speaks a thousand words” is not for naught. The quality of the product image influences the conversion rate more than website owners are willing to admit. A professionally taken picture reels in more sales than a picture taken on low-quality devices like mobiles. The angles taken and the dimensions that appear are also enhanced when taken professionally. Take, for example, the product pictures on Olx.com and the product’s official website (Sketchers.com):
This picture of the product is professionally taken and gives a fairly accurate idea of what to expect, in addition to being pleasing and attractive in appearance. Here’s another picture of the product of the same brand from another website, which is not taken keeping in mind its appearance:
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Proof of Popularity
So you’ve places the CTA at the ideal vantage point and you’ve also taken appealing pictures of the product and placed them in the spotlight. That’s half the work done. You’ve retained the attention of the potential buyer and somewhat managed to keep him interested in buying. Now you need establish trust of the buyer in your product. The proof of the success and durability of your product will come with the addition of reviews and other social proof that other buyers and users have given to it. According to a survey conducted, 84% of potential buyers look for reviews and trust the judgement of previous users to buy a product. Going through roughly 4-6 reviews, approximately 68% of the customers have some sort of an image formed of the brand as their opinion. Upon probing further, it was found that nearly 50% of the potential buyers keep the quality of the reviews as a priority, while assessing the value of the brand.
It is evident that a good review pays off hugely when it comes to build the customers’ trust. It also important to know what a good review includes and what it should avoid. A well thought-out review is descriptive, preferably in points and should infuse a sense of usability of the product. Avoid putting lengthy reviews on the product page and only showcase those that are grammatically sound and help the consumer in his/her decision. Take a look at an example of a well-written review:
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Describe Artfully
The description of the product that you write is a silent song that attracts and establishes the trust of the customer. It is of the highest value that your description is neither too long, nor too short; it should be concise, while being precise about the product; it should deliver the usability of the product in a way that the customer comes to know clearly why he is spending his money on it. Lastly, the product description needs to have its own voice. The voice of the product should be in harmony with that of the brand. For this, you need to have a target customer. If the range of the target customer is large, the description needs to appeal universally. A perfect example of a unique product description is as follows:
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Videos For Fluidity And Ease
Product videos are a relatively novel, but supremely effective way to upscale your product and additionally, deliver the guide on the proper usage of the product. For simpler things like clothes and home furnishings, video content acts as a promoter. For complex things like electronics and gym equipment, videos add a helpful dimension to the page as the potential customer eases his nerves on an additional task of searching for the ‘how to’ videos on other websites. The product page, thus, becomes a one-click destination for the customer’s product-related solutions.
The existing data demonstrates that about 90% of customers find videos on the product page to be useful. Around 70% sellers assent that videos help in the maximum conversion. As from the consumers’ point of view, 64% of them readily agree to buy the product if it has a video after the description.
It is also essential to know that it is helpful to place the video right after the description of the product as it pacifies the customers’ worries almost immediately. It should not be overtly long that the buyer loses interest, nor should be too short as to miss important information or processes. Given below is a good example of it:
To quote Rosara Joseph, Content Strategist at VentureWeb,
“The paramount goal for your product page should be to build user confidence by providing all the information necessary for a purchasing decision and making the process as intuitive and straightforward as possible.”
In addition to the above mentioned tips, you can also optimize your product page by A/B testing everything, from your CTA wording to placement to colour, and justifying your pricing in the description. It is statistically important to provide clarity, simplicity and confirmation of the product information and its ideal usage through videos to improve conversion rates.