Did you know optimizing your product page will directly increase the conversion rate and revenue of your business?
A product page is a critical step of a customer’s journey. This is where a customer decides if they want to purchase your product or move onto another e-commerce website. Needless to say, you would never want them to choose the latter option.
Despite the importance of a product page, it is one of the most neglected steps of the sales funnel. While, the majority of store owners, brand managers and marketing managers focus on refining their checkout page, they rarely direct their efforts on creating a compelling product page. When a lead lands on the product page, it needs to be impressive enough to convince them to click on the ‘Add to Cart’ button.
Rationally speaking, a website visitor will only reach the checkout page if they are satisfied by the product page of your ecommerce store. Which is why, a good product page is absolutely crucial for your e-commerce website.
What is an effective Product Page?
An effective product page, like an eloquent salesperson exists to tell the customer why they should buy your product. By using a customer-oriented approach, it lists down the best features of the product and explains how it will solve all the problems of the customer.
Optimize Your Product Page
You know, a product page is optimized when the conversion rate increases. Whether you are running a PPC campaign or driving organic traffic through SEO, you will see an evident increase in your sales. In this article, you will find some practical and time-proven ways to optimize your product page and generate more revenue from your e-commerce website:
Cut the fluff
All it takes is a single click on the ‘back’ button for you to lose a potential customer. Every second counts cannot be truer in this case. Be upfront and start right-away with the best features of the product. Tell the customer why they need to purchase this product and how it is made exclusively for them.
Bottom-line: Start the product description with the most valuable points about your product. Write everything from the customer’s perspective.
Write compelling product descriptions
You don’t have a salesperson in the digital world to clear all the doubts that a potential customer might have. Therefore, write product descriptions that answer all the questions of a potential customer. Do not be afraid of diving into details. For instance, if you are selling a t-shirt, tell the website visitor whether it is summer or winter wear, what sizes are available, what fabric it is made of etc.
Think of all the questions that a potential client can have in his/her mind and answer them in a separate FAQ section or cover them in the description. Wear the customer’s shoes.
Insert Photographs and Videos
One of the biggest issues with online shopping is that you cannot touch or feel the product. To cater to this problem, you need to use product visuals in a way that a website visitor can have a pretty decent idea about how the product will look and feel once it is delivered to them.
Get professional, HD images of all your products. Instead of getting amateur photographers to save a few extra bucks, work with established product photographers to get beautiful images. Along with that, go a step further and get well-crafted videos for your products.
Use these visual tools to answer the doubts of your leads and give them one more reason to buy your product.
A Clear Call-to-Action
Once you have convinced the website visitor about how good or necessary this product is for them, the next step is to direct them to the checkout page. This can be done with a neat and crisp Call-to-Action button.
CTAs are placed above the fold, being the most important part of a webpage. A CTA button should be located at a place that it can be easily found and clicked. You don’t want to lose a potential customer just because they could not find your CTA, right? Make the buying process as seamless as you can.
Use Reviews & Testimonials
Word-of-mouth is the single most effective medium of marketing. And the funny thing is you don’t have to spend a single penny in doing so. In the digital world, reviews and testimonials work as word-of-mouth.
Surveys have shown that 95% of the shoppers read reviews before making a purchase online. If a potential customer views positive reviews about the product, and give it a five-star rating: chances of them purchasing the product multiply. Similarly, if your product page has no reviews or testimonials, it might make the customer feel your product is inferior or not credible.
Ask your old customers to write reviews for you, look for different ways to convince customers to share their purchase on their social media profiles. This will reinforce your e-commerce business as an established brand in the digital world.
Enable Live Chat
Live chat is rated as the most satisfactory support channel by customers. A live chat provides a potential customer an opportunity to get their question answered immediately. Live chat is a conversation between your support team and the e-commerce website visitors. When all queries of customers are taken care of, it creates a good impression and increases the probability of the purchase of your product.
Live chat also lets the visitors know that you are serious about your e-commerce business and make you more trustworthy in their eyes. It is not necessary that every visitor uses live chat but just having it out on the product page will increase the conversion rate and leave a positive impact on their mind.
The basic goal of a product page is to sell. You want the customer to click on ‘Add to Cart’ button and complete the sale process. Unfortunately, many ecommerce owners lose potential customers by cramming the product page to the point that customer is confused and loses interest in the product altogether.
Although cross-selling and inserting links to other product pages is a good strategy, overdoing it can have serious repercussions. Do not distract the customer from the product they have showed interest in. Insert one or two links on the bottom of the page but do not spam the product page. Keep the website visitor focused on one product only.
Once you take these actions on your product page, you will witness a definite increase in your conversion rate, sales and revenue. Have any questions? Drop them in the comment section.