Once visitors land on your site, it only takes them a few seconds to decide whether you are worth their money and time or they’re going to leave and go to your competition. In the eCommerce world, the average conversion rate is about 2%, so your product pages need to be properly optimized to convert as many visitors as possible.
If your budget allows it, it would be best to hire a professional BigCommerce design company that will deliver great results in a short period of time.
If, however, you decide to do it yourself, this article breaks down the 5 essentials that make a highly-converting product page.
1. Write Copy That Customers Want to Read
The product description is important because it enhances the UX but also improves your visibility in search results. Along with your visuals, copy plays the role of a staff member in a brick-and-mortar store.
Even though there is no universal formula that works for every industry and product, there are certain rules you should follow in order to make sure your copy appeals to your target customers:
- Instead of using manufacturers’ product descriptions, write your own;
- Tell a story about the product including who made it or what inspired it;
- Write a prose paragraph and combine it with a bulleted list of product features or specifications;
- Try to understand your customers and the language they use in order to be able to insert phrases and pieces of information that appeal to their emotions.
Make sure your copy answers all the questions your customers might have about a product. Get it right, and you should see an increased conversion rate, reduced cart abandonment, as well as a lower return rate.
2. Replace Real-Life Shopping Experience with Great Photos
When shopping online, customers can’t touch the products, try them on, or imagine how they would use them in real life. Your product images should replace this real-life shopping experience.
So, having high-quality photos is not enough. You need to make sure that your photos show the products from multiple angles, as well as how they can be used. Showing customers how it feels to own your product is the key to pushing them a bit closer to making a purchase.
It also helps if customers can zoom in for fine details and have an option to compare different color variants. Adding the available quantities for each size and color variant is a great way to add extra trust as you’ll save your customer the trip to the shopping cart only to find that the product they want is not available.
If you are not sure how many images are enough, in eCommerce more images are always better than fewer. This, of course, doesn’t mean that you should add a hundred images per product, but try to leave no room for guessing.
3. Use Video to Boost Confidence in Your Products
Research has found that product videos can increase confidence in potential purchases and decrease the chances for a product to be returned. In addition, some companies that use product videos reported an increase in conversion rates of up to 150%.
So, what do you put in the videos on your product pages?
To figure this out, try to put yourself in your customers’ shoes and ask yourself what kind of information would increase confidence in your product. Here are some ideas:
- Use the video to answer questions about the product and address any concerns. This could help eliminate any doubts and convince consumers to buy the product.
- Show your product being used in real life. We’ve already mentioned this when we talked about photos, but you can use videos to show extra details like context and movement.
- Show how your product could help improve your customer’s life.
4. Use Cold Email Outreach
Cold emails are often seen as an outdated marketing tactic that doesn’t work. But the truth is, cold email can be a very effective way to grow your eCommerce business.
On average, email produces nearly $40 for every $1 spent, which means that ignoring it as a strategy could cost you tons of new customers and potential conversions. But cold email outreach can be somewhat complicated. After all, why should people open an email from a company they don’t know? Today, people expect personalized messages, and the standard “Hey (name)” just isn’t enough.
Cold emailing can be a very successful sales tool if you use it in the right way. Here are a few ideas to inspire you:
- To make sure your emails stand out in people’s inboxes, start by creating personalized email templates that deliver high-quality value propositions;
- Find creative ways to pitch your product that will stand out from the competition;
- Avoid writing lengthy emails with too much detail because people don’t want to waste their precious time reading emails from an unknown company;
- Let the recipient know with whom they will potentially do some business by adding important information such as your name, company’s name and website, phone number, link to relevant products, as well as links to your company’s social media accounts.
5. Make Reviewing Simple and Showcase Your Reviews
Did you know that about 95% of people read reviews before making a purchase and over 80% say that their buying decisions were influenced by reviews? On average, people trust product reviews as much as they trust friends and family. Another study showed that adding reviews to an eCommerce store might result in about a 40% increase in the average order value.
So, besides ensuring that customer reviews are clearly visible on your product page (for instance, a star rating immediately under the product name or descriptive reviews under the product description), you should also encourage customers to actually leave reviews. To achieve this, make reviewing extra simple. Besides star rating, consider asking for details like the ease of setup or the type of fit.
There you have it, now you know what steps you need to take in order to improve your product pages. Follow these 5 tips and you will set the foundation for an attractive eCommerce store that offers a reliable experience for its customers and, as a result, increase sales.