Did you know that US ecommerce sales reached 409 billion dollars in 2017? And they are expected to grow to a whopping amount of 638 billion dollars by 2022?
Though the ecommerce industry is seeing rapid growth, many brands struggle to boost their ecommerce conversions. Most of them focus on improving their carts and checkout pages to increase sales. But a majority of customers don’t even reach that point.
Many customers decide whether they want to buy your product or leave your store while they are on your product pages. So it’s really important for brands to create high-converting ecommerce product pages.
No matter how well you market your brand, or how much traffic you get, you are not likely to get sales with poorly optimized product pages.
If you want to level up your product page game, check out seven of these best ways to boost your product page conversions.
1. Analyze Your Ecommerce Product Pages
Spend a few minutes on your product page to analyze various elements and identify the ones that need work.
You want to provide your customers with a good experience. For this, you need to understand first what your customers get while they are on your product page.
Check whether or not your ecommerce product page:
- Loads fast
- Engages your customers at a glance with a clear product page design
- Provides sufficient information to help your customers buy the product they want
- Presents your product impressively with high-quality product photos
- Tells your customers about your brand
- Has compelling copy that can attract and retain customers
- Provides a good customer experience
If any of these are not right about your product page, you need to consider optimization.
2. Use Impressive Product Photos
Would you trust a store that failed to properly photograph their products?
Product photos help your customers form their first impression of your product. They can either attract or turn them away. It’s often by looking at your product photos that your customers decide whether or not they should keep looking.
Use well-lit, high-quality images that show your products the right way. Many ecommerce store owners prefer using a white or light-colored background for their product photos. Doing so can help you maintain consistency and emphasize your product.
Unlike retail stores, your customers can’t see, touch, feel, or try your products when they buy online. That’s why you should show your product from multiple angles. 33.16% of customers prefer to see multiple photos of a product before they make a purchase.
Image via Solillas USA
You can even include a 360-degree shot or a video that shows off all of the important features of your product.
You should also include a few in-context or lifestyle images of your product. It helps your customers form an emotional connection by visualizing a product as their own. It is a great way to tell visitors how they can use a product to improve their quality of life.
A home furnishing store, Pottery Barn, uses a variety of images to show off their products. Sometimes, they also include in-context videos that feature their product, just like this one for their drew embroidered pillow covers.
Image via Pottery Barn
Product images are the best part of an ecommerce product page. Invest in professional product photography to encourage more customers to buy your products.
3. Provide Detailed Product Content
Beyond product images, a great product page should provide high-level information about the product. It’s the content that informs customers about the benefits and features of a product. It can convince them to buy from you.
88% of shoppers view detailed product content as being extremely important. An ecommerce product page should provide details such as:
- A relevant product title
- Important features and components
- The material of the product
- Care and maintenance instructions
- Information about the brand
- Size / dimensions / capacity
Make sure that you use a polite, engaging, and personal touch in your product descriptions. Tell your customers why they should choose your product over others.
You should optimize your ecommerce product page content for search engines too. This will help you rank higher in SERPs and, thereby, bring in more customers in the first place.
- Keep your product descriptions short and sweet.
- Include engaging copy that speaks of your brand.
- Optimize the content for your product page keyword.
- Use a clear structure, headings, and bullet points to improve readability.
- Include relevant specifications.
All of this information should be relevant, useful, and easy to understand for your customers.
Marucci Sports, a brand of premium sports products and apparel, makes effective use of their product descriptions. They give their best shot to help customers at every point of their buying journey.
Image via Marucci Sports
4. Feature a Clear Call-to-Action
Another important factor that can help you boost ecommerce conversions is the call-to-action (CTA) on your product pages. Make sure that each product page features a clear call-to-action.
If you want people to buy, you need to tell them to buy. That’s why it is important to have a clear CTA that tells shoppers what they should do next. Don’t try fancy CTAs. You can be direct with phrases such as “add to cart” or “buy now.”
Use a color that makes your CTA button highly visible on your product page.
Fashion brand, ASOS, uses prominent CTAs on their product pages. They also allow customers to mark the items they like as a favorite.
Image via ASOS
5. Optimize Your Ecommerce Product Pages for Mobile
There is no doubt that mobile ecommerce or m-commerce is growing faster than ecommerce in general. As of December 2017, 82% of online shoppers in the United States shop using mobile devices. 35% of them are mobile-only online shoppers.
More than that, Google announced their mobile-first indexing update as well. If your ecommerce product pages are not mobile-friendly, you might lose traffic, sales, and revenue.
This has left you no choice but to optimize your site and product pages for mobile devices. Mobile-optimized product pages can help you:
- Improve the overall experience of your customers
- Help them buy from anywhere, anytime
- Facilitate faster checkouts with digital wallets
Many ecommerce businesses have shopping apps for both Android and iOS devices as well. These mobile applications provide an even better user experience than mobile websites.
If you have a decent budget, you can also develop and launch a shopping app to boost your ecommerce product page conversions.
6. 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. One easy way to do so is to send them an email post-purchase to ask for a review.
Many customers don’t have a lot to say about your product. So you should make things easy for them. You can just ask them to leave a quick rating out of five. If they want to write more, allow them to send their feedback too. But it shouldn’t be compulsory to write.
Along with helping other users, customer reviews also help you understand what they like or don’t like about a product. This can be used as a huge opportunity to improve customer experience.
Even if the review is bad, you don’t have to worry too much about it. A healthy ratio of positive and negative reviews helps customers believe that they are genuine. However, too many bad reviews is a red flag.
When a customer leaves a negative review, it is your duty to reach out to them to solve their problem. Listen to them, ask questions, and help them with what they really need.
Once they are happy, you can politely request that they edit their review. Solving customer problems can help you build loyalty and credibility.
There are customers who don’t have the time to read reviews. For them, you should display average review score summaries on your ecommerce product page. This will help them get an idea of the overall ratings at a glance.
Image via Amazon
You can also feature customer photos when they share them with you. This will help you increase credibility, trust, and conversions.
Image via Amazon
7. Upsell and Cross-Sell Relevant Products
Though an ecommerce product page should focus on selling that product, you shouldn’t miss the chance to promote other products.
You can recommend relevant products or other similar products to your shoppers when they’re on a product page. This can help you engage them and encourage them to make more purchases. It can also help your prospects with their shopping needs.
Many ecommerce brands use upselling and cross-selling techniques to maximize average order size and revenue.
Ecommerce giant, Amazon, displays relevant products from the same brand and other similar products. They also showcase products that are frequently brought together to help customers buy everything they need at once.
Image via Amazon
If a customer is on an ecommerce product page of Apple iPhone X, for example, you can suggest relevant products such as a case or screen protector.
Image via Amazon
Sometimes, personalized recommendations based on the products they viewed or bought recently can also improve conversions.
Image via Amazon
It takes you a lot of time and marketing effort to drive targeted traffic to your ecommerce store. But all of that will be a waste if you don’t optimize your product pages to boost conversions.
You should focus on the points mentioned above to provide a better shopping experience for your customers. This can help you increase conversions and encourage your customers to shop again.
Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.