E-commerce product pages are a vital part of the sales funnel and overall digital marketing strategy. Unfortunately, they are often overlooked or low on the priority list of things to work on and optimize. It is important to understand your e-commerce product page is where the majority of your customers will add the product to their cart or abandon their purchase altogether.
Product pages tell your customers why your product is the solution to their problem. This page provides the details your customer needs to commit to purchasing. This information can include product details, dimensions, ingredients or materials, benefits and so much more. These are checklist items that most e-commerce stores have.
To help you improve your product pages and set your store apart from the rest, here are six tried and true techniques to improve conversion rates and increase your revenue.
- Prioritize Trust Building
- Address Concerns Immediately
- Clear Call to Actions
- Provide Live Chat Features
- Update Photography and Videos
- Display Social Proof
Prioritize Trust Building
Customers want to know the company they are buying from is well-established and trustworthy. They will look for trust signals on your site to confirm you are reputable. A few signals they look for:
Phone Number, Business Address, and Contact Information
Your business information indicates to your customers they have a place to reach you with their questions and concerns. You do not have to have your phone number, address and email on every page, but having a clear web footer with your information or a link to a contact page will be helpful.
Display a Secure Site
E-commerce businesses ask for credit card numbers, addresses, and personal information. Customers need to know this information is secure. Displaying a trust seal signals to your customers that they can make purchases securely.
Trust seals include:
- Google Trusted Store
- SSL Certificate
- Payment Badges (Visa, PayPay, Amex, etc.)
Address Concerns Immediately
Well-written product pages emphasize telling your product’s compelling buying story. It focuses on putting the lead upfront. This means your customers can identify how your product fulfills their needs without much searching.
The key to addressing concerns immediately is understanding the questions your customers have about that unique product. Certain products require information about aesthetics, while others require information on functionality. Identify the main information your customers seek and lead with this information.
Clear Call to Actions
This may seem like the most obvious recommendation, but focusing on the prominent placement of your add-to-cart button can drastically improve your conversion rate on your e-commerce product pages.
Make your call to action (CTA) hard to miss amongst the sea of text and product images. You don’t have to compromise design aesthetics for large CTA’s. Incorporate these as grounding features for your body text.
Provide Live Chat Features
Live chat is commonly tied to high customer satisfaction. Long gone are the days you email or call support, live chat makes it easy for end users to get answers to their questions while multitasking.
Making this feature available on your e-commerce product page shortens the path customers would take if they had questions that your site didn’t easily answer. It also builds trust with your customers that you are available to provide quick answers to their questions.
Update Photography and Videos
E-commerce sites can have a difficult time portraying the quality of a product because customers are not able to touch, feel and interact with the item they are considering. Businesses can overcome this hurdle with high-quality images and videos.
Product Photography Recommendations:
- Use a white background to reduce distractions and standardize product displays.
- Use natural lighting but avoid direct sunlight.
- Use a tripod for photostability.
- Provide a variety of angles for your product.
- Display lifestyle photos of your product in use.
Display Social Proof
Nothing is more persuasive to an online shopper than a positive review that praises your product. Approximately 95% of shoppers read reviews before they are willing to commit to purchasing. This means that what your customers have to say about you far outweighs any product description you write.
Display reviews that showcase how your product was able to specifically help a customer solve a problem. Avoid displaying reviews that are too broad such as, “This product is amazing!” Instead, display testimonials that walk through how they use the product regularly.
Your e-commerce product pages with small adjustments can be turned into high-converting landing pages. Going the extra mile and providing a positive customer experience can lead to increased revenue and customers attracted to your brand and reputation.
Laurel is a member of the executive team at Stryde. She’s been doing digital marketing for businesses for 10 years. Two years ago, she started set up her own ecommerce business selling baby gowns and knows the struggles of a small business owner. She loves talking about digital marketing, content, SEO, and conversion rate optimization.
