A product page on your e-commerce website is the one where the majority of the customers finally decide to either buy your product or leave the store. Despite this, it is an often neglected part of the sales funnel. Most of the owners tend to focus on improving the checkout page or tweaking what happens after a visitor adds a product to the cart and forget about the product pages. What they don’t understand is that customers won’t get that far unless you create a substantial product page that converts.
Product pages tell customers why they should invest in your product, what needs it fulfills and list the details a customer needs to see to make a buying decision. Excellent images of your products and well-written descriptions are essential, but there is a lot more you need to get right to make a great product page.
Here, I am providing some suggestions on how to design your product page to increase conversions.
Display social proof in the form of customer-generated photos
People trust content from other consumers that is why user-generated content is serving a useful tool for many e-commerce retailers. However, most retailers are still using only text-based customer reviews. Although these reviews are important and serve their purpose, you could take it up a notch by displaying customer-generated photos on your product pages. These photos prove as visual social proof that could significantly influence the purchase decision of the visitors. So, I suggest that you redesign and redevelop your product pages by hiring the best web development company in Australia in such a way that there is room for relevant customer-generated photos.
Use interactive elements to guide customer purchases
When you want to boost conversions, you would want the customers to quickly get from the product page to the checkout page and complete their purchases. However, from the customer’s viewpoint, the quickest and easiest purchase journey enhances their experience. So, it is recommended that you add interactive elements that guide customers to your product or landing pages. Interactive features could be like a 360° view of the product, size comparison guide, product demo, social sharing buttons and the option of the colour change in the photos. When you are adding interactive elements to your product pages, keep mobile shoppers in mind. This is essential because mobile conversions are increasing with the high percentage of purchases being made.
Highlight clear call to action
It seems obvious, but when optimising product pages make sure you don’t accidentally drown the most critical element-the add to cart button. Buying should be easy for the customers, which means a call to action button should be highlighted without being gaudy or clashing with your e-commerce store’s design. It is also recommended that you test the colour of the button too. Something as simple as switching the tone from blue to red may increase conversions. Look what your competitors are doing to take cues from them.
Highlight price changes
If you are offering a discount on the products, make sure that you highlight what the previous price was. Also, show the percentage and amount of money people would save by buying your product. In case if the price is set to go high up again, let the customers know when this will happen and how much it will go up. The threat of paying more later increases the urgency to buy now. This helps boost your conversion rate.
Improve the way of explaining product features
How you define the products have a significant impact on how people feel about it. You may have gotten used to listing out product characteristics and features as is. When explaining the features, you mainly talk about what the product can do as opposed to how people benefit from it. While this current method works well, but you can change your strategy and improve on your explanation. You should start writing about how people can use the product and what they can achieve with it. For instance, instead of only talking about how your earphones are waterproof, you can talk about how people can enjoy listening to music while indulging in their favourite water activities.
Have a headline that matches the user’s query
The headline is a critical element of your product page as it is the one that is most visible. Often the headline on the product pages is the name of the product itself. However, you can modify it a bit and add a winning caption. So, match the product headline copy as closely as possible to the way potential customers will search for your product. An excellent and pleasant headline makes a big difference in conversions. Remember, when launching a campaign, especially PPC, tie your headline to a product page headline. You can take help of PPC services as well. In addition to this, ensure your product differentiates itself from others online. Your headline should immediately transmit the product’s unique value proposition to visitors.
Those mentioned above are some of the tips to help you redesign your product pages for better usability and conversions and remember that your e-commerce store’s SEO is also an essential element in increasing ROI. Take help of One Stop Media agency in Melbourne, a leading provider of SEO services, SEM, SMO and web designing and development to plan out your SEO strategy and designing the product pages.