As an ecommerce store owner, you are always looking at how to improve your store's conversion rate. One of the best ways to do that? Improve your product pages.
Your product pages are in the top three when it comes to your website’s most visited pages. This is especially true if you are driving traffic to your website with content or ads.
So how do you create a high converting product pages? This post will guide you through the ways you can improve your product pages – even if you are a beginner!
9 Ways to Improve Your Product Pages
- Highlight your call to action
- Address customer concerns
- Use high-quality photos
- Display social proof
- Add customer reviews and testimonials
- Show off customer photo and videos
- Use live chat
- Make your page mobile-friendly
- Improve site speed.
1. Highlight Your Call to Action
Your product page is essentially a landing page, and an essential part of any landing page is the call to action (CTA). The CTA is what you want your visitors to do, whether that’s signing up for a newsletter, downloading an ebook, or buying a product.
Keep the CTA above the fold
Your CTA is either your “Add to Cart” button or your “Buy Now” button when it comes to your product page. You’ll want to make sure that your CTA is prominent, and that means keeping it above the fold!
How do you do that? Depending on your theme, you can:
- Set up your product page description to go under your “Add to Cart” button
- Move your product photos to the left of the title and description.
Make your CTA sticky
More than half of online shoppers make their purchases from a mobile device. Another way to optimize your product page for mobile is to make your ‘Add to Cart’ button sticky!
What does that mean, you ask? It means that whenever your customer scrolls down the page, the add to cart button follows them!
Here’s an example of that:
Another way to draw attention to your ‘Add to Cart’ button is to give it movement. That means that it may wiggle or vibrate every so often to draw attention to it.
Always test
Make sure that you test one change at a time when trying to improve your product page. When you put your CTA above the fold, check to see whether it positively impacts your conversion rate. If it isn’t, stop the test. If it is, then try adding a little movement to it.
2. Address Customer Concerns
One of the main reasons people don’t buy your product is because you haven’t overcome objections in your product description.
Answer common questions
You might notice that your customers are always asking the same questions, does this work with North American plugs, or will the coating come off, etc. You want to make sure that you address all of these questions in your product descriptions.
Add dimensions and specifications
This may seem like a no-brainer, but you would be surprised how many product descriptions don’t include the dimensions. If you sell to both Canada and the USA, be sure to include both the metric and imperial measurements. Also, make sure that if your product is handmade that you mention that exact measurements may vary.
If you are selling a pretty standard product like electronics, make sure that you include all of the specifications that a user wants to know. In all of these cases, it is better to have more information than less.
Make use of bullet points, headings, and tabs
When your product description feels like it is getting long, make sure that you:
- use bullets when you are writing out lists
- Add headings to break up different parts of the description
- Utilize tabs to organize information like
- Ingredients
- Specifications
- Shipping
- and more.
3. Use High-Quality Product Photos
High-quality photos cannot be overlooked as a way to improve your product page. Having high-quality product photos is going to make or break your conversion rate.
Show All Angles
Make sure that you show off all the angles of your product. At a minimum, this means taking photos of the:
- Front
- Back
- Side(s)
- Bottom.
It also means taking detailed product shots, which might include:
- Clasps (for jewellery)
- Fabric shots (for clothing)
- Hinges (for storage cases).
The more information you can give your customers, the better. You want to make sure that you are replicating the in-store experience as much as possible.
Use good lighting
If you are taking photos, be sure to use great lighting. Natural lighting is always best, but you can also use ring lights to mimic natural lighting. You can also make sure that you add that the color that shows up on the monitor might not be the same as what your customer sees in real life.
4. Display Social Proof
Recreating the in-store experience is essential to improving your conversion rate. One of the best ways to do that is by displaying social proof on your product page.
Social proof is a simple concept. We like to follow the crowd when we are unsure of what decision to make. This happens in all aspects of life, and especially online! When a new shopper comes to your website, they aren’t sure if your product is worth buying, which is why you need social proof.
Social proof pop-ups and feeds
Adding social proof like “# of people just bought this” or “Fazia from London just added this bag to their cart” helps people feel good about buying your product.
Low Stock Warnings
Low stock warnings are also a powerful form of social proof to use on your product page.
Think of it like this: You are shopping at your favorite store. A stunning pair of shoes catches your eye! You ask the store employee for a size 7. When she comes back, she exclaims, ‘Oh, you are lucky, this is the last pair of 7s we have!”
Do you feel a bit more compelled to buy the shoes? Of course, you do! You don’t want someone else to snag them if you walk around the block to think about your purchase. You can create this same FOMO experience with low stock warnings!
5. Display Customer Reviews & Testimonials
Another compelling form of social proof is product reviews and testimonials. The majority of online shoppers are looking for reviews of a product or service before they buy.
72% of customers won’t take any action until they read reviews about your business! That’s why you want to make customer research easy by having reviews on your product page.
There are a couple of ways for you to display your product reviews:
- A product reviews widget
- An average rating widget.
Where to display product reviews
Product reviews widgets should go after the product description. Not only do shoppers expect to see it there, but it also doesn’t distract from the overall goal of the product page - to show off the photos and make the CTA prominent.
How to get product reviews
If you don’t have product reviews on your store yet, you’ll want to start gathering them right away.
After you have a product reviews app like Fera for your store, here are the steps you need to take to start gathering reviews!
- Set up an automatic review request campaign
- Create a compelling offer or incentive
- Cashback
- Loyalty points
- Discounts
- Tell your customers exactly what they should do e.g
- Take a photo
- Submit a video
- Leave a review about the customer service
- Use a killer subject line
- Test & send!
Don’t be afraid to show reviews from similar products on your product page if a particular product doesn't have any reviews.
For example, if you sell one-of-a-kind art, you can show reviews from other art pieces. These reviews will likely attest to your quality, shipping, and service and that information is valuable to other shoppers.
6. Add Customer Photos & Videos
Nothing screams, this product is popular like customer photos and videos! While professional photos are essential for making your brand look trustworthy and helping people see a product’s details, customer photos on the product page help you sell the dream!
You want to show off how other people are using your product to help supplement your product photos. This allows shoppers to understand what your product looks like in real life and makes it easier for them to buy it!
How to get customer photos
You can ask for customer photos in your review request emails or source them from social media when people tag you in pictures or use your hashtag!
7. Have a Live Chat Button
Another powerful way to improve your product page and conversion rate is to use a live chat button! Your customers are going to have questions on the spot, and you should be there to answer them.
If you haven’t gotten around to updating all your photos and descriptions, this might be a great way to address customer concerns and questions while they are in the mood to buy!
Just make sure that you and your team are available to answer any questions in real-time. If you aren’t, that can lead to customer frustration and high page abandonment rates. This is also a great way to understand what information you are missing on your product page if you find yourself getting asked the same questions repeatedly.
8. Mobile Friendly
Like we said before, most people are shopping on their mobile devices. Make the experience enjoyable!
Be sure that your product page is optimized for mobile. That means ensuring that:
- clickable elements are spaced far enough apart
- Fonts are big enough to read
- Little to no page jitter
- Images are large enough to see.
One way to make sure that you are doing your customers a favor on mobile is to pick a mobile responsive theme and do small customizations to it.
9. Improve Your Site Speed
The final thing you should do to improve your conversions is to improve your site speed. For the product page specifically, you should:
- make sure you are using progressive jpegs, so your website doesn’t take too long to load
- disable checkout options that are not used by customers
- Avoid large video files
Just remember that the faster your product page loads, the less site abandonment you’ll have, so work on your speed!
Start with one improvement at a time
While this may be overwhelming for you, remember you don’t have to implement all these changes at once. You have 9 options to improve your product page, so start with one.
Test it, and if it works, do another one!
If you want to start with adding social proof and reviews to your product page, download Fera.ai today and start a 14-day free trial!
About Jameela
Jameela is the owner of the jewelry store Alora Boutique and the marketing manager for the Product Reviews & Social Proof App Fera.ai. You can find her on the interwebs on LinkedIn and Instagram.