If you have an ecommerce business, then you will know that your product pages are one of the key components for turning your visitors into customers. And lucky for you, we have 10 product page optimization tips to help you make those pages give the ultimate customer experience.
1. Remove Distractions
As the product pages are very nearly the last stage of the conversion funnel (minus the checkout pages), it is very important to remove any distractions which aren’t key to converting the customer. We want to keep them as focussed as possible on the product itself. Unnecessary distractions on product pages can include things like sidebar twitter feeds or recent blog posts.
2. Remove Carousels
Quite often ecommerce sites will have a carousel on the homepage or category pages promoting things like featured products, sales etc. Carousels are in fact conversion killers, they take away the focus of the featured product on the page. Not only that, many carousels are designed with bad user experience, either being too fast and therefore not displaying messages effectively, or have bad navigation controls. All of these things can be distracting the user from the product and therefore converting.
All ecommerce sites should rely on user testing for guidance on how to optimise their product pages; for example, what elements to add or remove. A/B testing is a great way to gain data on your designs, showing which variations of elements provides the best results. Test test test!
One of the most important things about ecommerce sites is that they should make the users life easier. To avoid users bouncing off product pages it is important to give them the control of finding the product they are looking for. Therefore things like filtered navigation are essential, especially if the products have a huge variety of features, specs or prices. Filtered navigation allows users to eliminate irrelevant products and narrow down their search, making the whole experience quicker and easier.
5. Rich Content
As we all know, first impressions are key. Therefore having great, high quality images are extremely important in terms of how your brand and products are perceived by potential customers. It is best to have multiple pictures showing off all the different features, as well as placing them in context.
Videos are always a winner! Many studies show that product videos hugely increase conversion rates. So even though they may be expensive and time consuming to produce, they may be worthwhile long term!
6. Social Proof
Customer reviews can be highly influential in a customer’s purchasing decision. Around 60% of customers read online reviews, and the same percentage are more likely to make a purchase from a site which has customer reviews. So if your product pages do not yet enable reviewing then you could be missing a serious trick. Some may be worried about receiving bad reviews, however the positives of having customer reviews far outweighs this negative, especially if responses to negative reviews are handled well!
7. Price & Call to Action
Putting your price into context can be a great way to influence customers to make a purchase. For example, is it on sale, are they saving money, is it cheaper than competitors, or is it below the recommended retail price? If it is any of these things, then let the customer know!
The most typical call to action on product pages is the ‘add to basket’ button. However the positioning, size, colour etc are all very important factors in conversion rate and should be tested through A/B or multivariate testing to see what works best.
8. Engaging Copy
Copy for product descriptions are often replicated from suppliers or manufacturers. This is the lazy approach and won’t bring you any benefits in terms of customer engagement or SEO (as this will be creating duplicate content with many other sites). The copy should not only be unique and useful, but needs to entice users to purchase the product. Great copy should evoke some kind of emotion with the customer which will make them feel like they want or need to buy it.
Urgency can be a great way of increasing conversions. Common tactics include using time limits for things like better shipping options or claiming discounts, highlighting low stock levels etc.
10. Display Delivery & Return Info
The most important thing other than displaying this information is being completely transparent about your costs and policy. Offering free delivery and returns at seasonal points when you know traffic will be at its highest can be a good tactic for increasing conversions.
What do you think are the best tactics for a killer sales page?