The product page could be regarded as the most critical page on your website. That is the juncture in which the buyer chooses whether they’re going to purchase the product or not. The challenge of navigating through an online shopping experience awaits shoppers at the end, but the spark is set right at the product page where the sale starts. Product pages are largely composed of essential information and slight details. It is essential not to overlook the details, as they can negatively affect the rate at which people purchase your product.
In this article, we will analyze eleven page components that are not typically taken into account, yet could significantly help with conversion rates. If you neglect or disregard these eleven elements, you will not be able to construct an effective and profitable website.
Clear, Differentiated Pricing Information
Have you ever browsed an item on the web and been puzzled by the contrasts between the Silver and Gold packages? Did Pro seem a little too much like Basic? Without using pricing tables or pages to show the distinction in value of different product options, there will not be much sales of any of them.
What is the best way to distinguish between different product SKUs and service levels? A successful approach can be summed up in a straightforward outlook – concentrate on advantages instead of characteristics and stress the distinctions. The best pricing tables make it easy for you to recognize the value that each option provides to you and to differentiate between them, rather than having to strain your eyes by examining numerous rows of ticks.
Customer Confidence
Even though many purchases occur on the internet, the lack of one-on-one interaction makes it easy for customers to lose faith in your product and organization if something is not right on your ecommerce webpage.
There are numerous strategies for cultivating trust between people, and most of them are relatively simple to put into place. If you are dealing with credit card information, it is highly recommended that you use an SSL certificate to protect your transactions; make sure to display it! Customers are conscious of the importance of being secure on the web when making a purchase, so they pay close attention to sights of the padlock symbol.
Make sure to inform your customers of the refund policy right away so they feel comfortable with the purchase, knowing that they have the option to get a refund if the plan goes wrong. List an actual phone number and address. Provide the option of live chat on your website to help answer customer inquiries on a personal basis.
Explain to customers the time frame and means by which you will respond to them. It’s easy to reach out and let someone know you’ve heard them, and it makes a significant difference in avoiding making people feel forgotten or unsure if their inquiries have been recognized.
Unconventional Social Proof
It’s well known that social proof encourages more people to purchase products and services, however, typically it’s in the form of press coverage from TechCrunch, testimonials from famous people, or even influential figures on the internet.
Opt for an alternate route with your social proof: employ authentic persons in your testimonials and pictures, bypass the vector of corporate logos and post an individual significant example or customer story.
Having reviews and ratings prominently displayed on your product pages is a way to contribute to and support the good feelings your customers will have about the item. Different kinds of feedback about products can come in multiple varieties, like stories from customers, stars ratings, or how much of the item is still in sale.
Netflix is renowned for its movie ratings system, which draws on the consolidated scores given by their members to create a personal rating for each customer. It is fascinating to be assured that you will probably relish a specific flick, not only from movies that you have viewed before, but also due to the fact that other people whose taste is similar to yours also enjoyed it.
Tell Me And Show Me
A large number of product pages do not give adequate detail regarding the item the consumer is purchasing. It is especially applicable to software product pages – give potential customers a demonstration if you have a computer program for sale. The best illustrations of this are when companies use the capabilities of their product to self-promote, which is referred to as “eating their own dog food.”
Get Ready For Your Close-Up
It’s a given that the majority of product pages have a large photo of the item. What if you want to observe the opposite side? The underside? What if the intricate stitching design is what matters to me as a consumer? Consider ways in which you can intimately connect with the product before you purchase it.
Providing a broad array of pictures for physical items gives visitors a way to feel and become acquainted with a product virtually. Top e-commerce sites like Park & Bond and Fab.com are taking product images to the next level by enabling customers to view incredibly detailed and attractive pictures of the items they are considering buying.
Choices, Choices, Choices!
An often overlooked element is displaying different versions of a product, which mirrors the idea of exhibiting several product images. Could you provide me with a variant of the item that has an added accessory? Is it possible to get a model with an extendable arm, or are there varied materials and finishes to pick from?
It’s important to keep in mind that the images you post on your product page are the customer’s only reference source when they make their purchase choice. If they can’t clearly view the item they are interested in getting, they might be afraid to move forward with the transaction.
Invest In The Writing
The features and details section is often seen on a product page. Frequently, many shops simply list out details in a group of bullet points and then finish. Yawn.
Repeating the same information places the obligation on the guest to work out what precisely the advantages of the item being talked about are. The responsibility of comparing your product’s features to those of your competitors’ lands on your customers, proving to be a mentally strenuous task.
Focusing on the genuine advantages of your item is more advantageous, as it answers the most significant inquiry in the guests’ brain: for what reason should I buy this? This is achieved through effective writing on the item’s page. A professionally crafted description of a product can help it catch the eye and even be entertaining for your audience.
Ensure your pages load < 4 seconds
KPMG found in a 2017 consumer survey that the vast majority of people opt to shop online in preference to brick-and-mortar stores because of the convenience to shop any time of the day or night. Another important reason is that it helps save time.
If your eCommerce product pages take a long time to come up or do not open correctly, both of these requirements will not be fulfilled. If a product page does not load within four seconds, approximately 40 percent of people shopping may be lost.
To ensure that your product pages load fast enough, there are several steps you can take:
- Test your current page speed
- Optimize your content and images so they load fast
- Resolve backend issues such as minimizing HTTP requests
- Clear caching regularly
You can use Google’s PageSpeeds Insights to evaluate the loading time of your product page. This scale will rate your webpage from no marks to a perfect score of 100 and will offer you ideas to make your item page faster.
Include quizzes to amp up personalization & reduce decision-making time
You might have heard about ‘The Jam Experiment’.
Researchers in California erected a booth in a local grocery store. At certain times, they provided 24 unique options, but experienced a four percent success rate. Nevertheless, when they presented only six selections, their selections jumped to an amazing 31%. The results were significant.
Here are some ways to reduce decision-making time to optimize for conversions:
- limit or hide product choices
- create simpler interfaces
- crisp copies
- minimalistic graphics, and
- distraction-free navigation
Quizzes can be an effective method for decreasing how long it takes to make a choice. They assist shoppers in selecting the proper product and maintain their interest, making the experience more memorable for the client.
Build an aspirational image for your brand with exclusive Content Marketing
The primary objective of product page optimization methods is to prioritize the consumer over all other factors in terms of content and branding. It strikes an ideal combination of making your brand appear current and reliable and forming an enduring bond with customers.
Content that sparks aspiration can be harnessed to achieve other aims for your online retail business, such as demonstrating the beliefs of the business, the experiences that it is aiming to provide, and the impact it desires to make on those who use its products.
When you hear of Apple, you understand what we are referring to.
Use competitor research tools to understand which SEO principles offer the biggest bang for the buck
In the current atmosphere where businesses fiercely compete to be at the top of search engine results, optimizing product pages with SEO is essential in order to boost rankings.
Titles and meta descriptions are a significant aspect of that. The quality of their writing will influence the decision of a visitor as to which Google result is most likely to be chosen.
Using keywords that are targeted at sales would be more appropriate since your product page contains transactional material.
You may want to think about incorporating organized information on your product detail pages. You could have an opportunity to show up as a wealthy preview on Google.
Incorporate Hamburger Menus & Breadcrumbs to make navigation easy
The intricacy or simplicity of your navigation systems will determine the overall experience of the visitor. The explanation why a lot of prominent websites take advantage of uncluttered menu designs is clear.
It is critical to use precise naming standards for a lot of companies or items. This can make sure that subordinate groupings aren’t completely forgotten and can even be identified by straightforward reasoning. Giving top priority to searching is essential if you want people using your website to find what they are looking for more easily.
Readability is a crucial element in motivating customers to explore your website.
It is imperative that you display whatever font is featured on your website in a size that makes it understandable and readable. It is intended to spare the user from having to adjust the size of text upon arriving at the website; both of these can be indicators of an unsatisfactory design.
If you have plenty of material, lengthy passages can be too much for customers to handle. Instead, add it in expandable vertical dropdowns.
Implement dynamic Inventory Tracking & keep customers updated
This is closely related to the last point. You should create a feeling of scarcity and urgency in your marketing efforts, but it is equally important to make sure your customers are kept up to date with accurate inventory information. Transparency is the surest way to make things diminish rapidly.
An inventory management system can provide customers with up-to-the-minute info, which in turn enhances customer contentment and streamlines the selling procedure.
Sending out alerts when a product is no longer in stock along with key information pertaining to the item can eliminate customers from having to double check. This space can be utilized to suggest other items.
Experiment with Augmented Reality as a way for customers to virtually try on products
A major difficulty customers confront is how the product will appear when they finally decide to buy it. Many eCommerce businesses have employed 3D technology as a way to solve problems, and in reality, augmented reality (AR) has been discovered to raise the amount of product page conversions by 40%.
Include a clearly visible hyperlink to your FAQs page
Responding to inquiries from your customers can cause numerous opportunities for connecting with potential customers.
Including an FAQ section on your product page can help you achieve this. Giving queries and responses in an organized, organized manner will guarantee that guests don’t leave the page due to disarray. Utilizing uncomplicated and lucid language will guarantee that readers don’t feel overwhelmed or uninterested.
Incorporate AI for Live Chat to ease pressure on the customer representatives
For an eCommerce brand, rather than interrupting, you should assist in a customer’s natural browsing and buying habits.
In order to increase conversions, product pages can be enhanced with the implementation of a live chat feature. Giving customers the option to communicate with a real person to address their inquiries can have an enormous impact.
Enable customers to discover items by employing a ‘consultant’ in the online conversation. An interactive discussion within the blogs can also guide customers from reading content to purchasing products.
What factors are important to increase conversion on a product page?
The biggest chance to get customers interested in your product during their online session should not be wasted, so it is key to make sure your page is designed to capture sales.
The initial move is to determine what makes your product stand out against its rivals. Are you better at price, design, or delivery? Figure out how to present that benefit to generate more purchases on the internet.
You may wish to take into account customer reviews from the past, latest happenings in the industry, competitors and their advantages in comparison to yours, plus doing an analysis of the Strengths, Weaknesses, Opportunities and Threats of your brand.
