Your e-commerce product page is where most customers decide whether to purchase your product or leave your store. Unfortunately, it is a frequently overlooked aspect of the sales process.
While many store owners focus on enhancing their checkout page or what happens after a visitor adds a product to their cart, clients will not get that far unless you design compelling product pages that convert.
Product pages are meant to explain to customers why your product is useful, what needs or problems it answers, and what information a client needs to see to decide whether to purchase it. Well-written product descriptions and excellent product photos are important, but they are also the fundamentals of a successful product page; there are many other things you must do correctly.
Here are nine classic strategies for making high-converting product pages that will help you boost sales and profits.
- Don’t wait to attract attention.
- Recognize and respond to consumer issues
- Emphasize a direct call to action.
- Turn on live chat for important pages.
- Enhance your photos with GIFs or videos.
- Display ratings and comments.
- Display social proof and guarantees prominently.
- Cross-selling and upselling when suitable.
- Keep your shelves from being empty.
1. Don’t wait to attract attention.
Every reporter in the journalistic industry is instructed to take the lead. This implies that you should always begin a story with the most important aspects and never make readers search for them.
This strategy can teach store owners a few things. Although you should eventually go over all of your product’s details, a high-converting product page doesn’t keep potential buyers guessing—after all, it only takes one back-button click to lose a transaction. The definition of a product and its benefits must be stated briefly on each of your product pages.
Further down, each of these distinct concepts is examined in further detail, with the addition of rich background, justification, and illustrations that support and enhance the claims that are mentioned. However, for the majority of products, it is wise to start with an “at a glance” copy so the consumer is never left waiting for their interest to reach its highest point.
2. Recognize and respond to consumer issues
Understanding that there is a deep connection between the product, the reasons your customers want to acquire it, and the objections that could prevent a purchase is the first step in optimizing your product page.
For example, SlideBelts is aware that when it comes to selling their Survival Belt, buyers are significantly more interested in usefulness than in appearance. A good photograph can capture the belt’s appearance, allowing the product page writing to explain the belt’s use and durability. To help prospective buyers comprehend the value of this product, it is crucial to highlight how well the belt withstands challenging conditions and normal wear and tear.
Increasing conversion rates on your product pages also requires knowing how to persuade buyers and conducting research to challenge your expectations.
First, learn why your customers are purchasing your goods and what problems or objections they have.
Additionally, resolving frequent issues can help you create better expectations, which will limit the amount of returns on a product, even though a possible rise in conversions is one advantage. Receiving a product that comes short of the customer’s expectations is the primary cause of customer frustration, and your support team will appreciate your efforts to mitigate this issue.
3. Emphasize a direct call to action.
Although it should go without saying, be careful not to overlook your add-to-cart button, which is the most crucial component, in your quest for a greater conversion rate on your Product pages.
Since purchasing should be simple, your call to action should be unmissable without being attractive or interfering with the layout of your product page.
4. Turn on live chat for important pages.
Across all support channels, live chat is often ranked as having the greatest satisfaction ratings; users appreciate that they can multitask and receive responses quickly, and they believe it’s the most effective use of their time.
Targeted live chat enables new customers to get prompt answers to their queries, much like a frequently asked questions section on your product website, which helps them make an informed decision. The main distinction is that they speak with you or your support staff, or they converse with a chatbot, to get their response.
This means that live chat may involve physical work and is frequently most effective when used on particular product pages, like more expensive packages that earn greater than average revenue, or during periods of heavy traffic (to close more purchases).
Additionally, live chat increases the confidence of your company by letting potential clients know that you’re readily and promptly available. The availability of live chat might provide additional comfort to your visitors, even if they choose not to use it.
You have the chance to assist your visitors with any queries that might be delaying their purchase when they decide to use live chat. Be as friendly and open as you can; you don’t need to be a salesperson.
Make use of Shopify Inbox live chat.
Installing the Shopify Inbox app allows Shopify users to add live chat for free to their e-commerce websites. From your PC iOS and Android mobile devices, you can use Shopify Inbox to respond to consumer inquiries, suggest products, and increase sales.
5. Enhance your photos with GIFs or videos.
One of the most evident advantages of shopping online is the inability to physically evaluate feel, or touch a thing you are contemplating. High-quality product images and other graphics can therefore contribute to a similarly beneficial experience.
Although we have long argued that product photography has the power to make or break any e-commerce website, it’s important to keep in mind that visuals aren’t just found in photography and that employing them properly involves more than just aesthetics. Excellent GIFs, videos, and photographs all assist your customers make better decisions by keeping their queries and worries in mind.
What would your buyers be looking at if they were purchasing these goods in person? What do they hope to observe and contrast?
By properly utilizing images to demonstrate to buyers what they would naturally seek when purchasing the product in person, online retailers may close the gap.
6. Display ratings and comments.
In general, client testimonials are more valuable when a product promises a certain beneficial consequence. Online reviews are now crucial for building confidence in practically every product category because of this.
Before making a purchase, about 95% of customers read reviews, and studies repeatedly show that customers place greater trust in reviews than in manufacturer or retailer descriptions.
Look for methods to attract your customers or enhance the social proof that reviews inherently offer, as customer reviews are a common strategy.
Visit the Shopify App Store and select one of the several review apps available if you wish to make it simple for the customer to leave reviews on your product pages.
7. Display social proof and guarantees prominently.
Notifying new visitors with trust badges or seals can be a quick way to create social proof that your product has been recommended or received a reliable seal of approval.
It is advisable to highlight on your product page any certificates or significant features of your product, including validity or safety.
Although it’s simple to mention these items in your product description, badges can make your website stand out and save valuable copy space.
If you’re not referring to a formal organization or standard (such as “USDA Organic”), you can make your budgets that just highlight key aspects of the product. Features like “Made in Canada” or “High Quality” for instance, might look better as elegant badges than as straightforward bullet points in a product description.
8. Cross-selling and upselling when suitable.
Selling is the aim of a product page. However, by stuffing their product pages with too many connections to similar products and extra deals, many online retailers lose clients. Your average order value can be raised via upselling and cross-selling, but organization and moderation are crucial.
Excessive use of banners and similar goods on your product pages can make them appear spammy and pushy, make it difficult for customers to make decisions, and divert them from placing the purchase they want.
Making the connection between the other products and what the customer is now viewing can make a big difference and increase the appeal of your initial product. To entice customers to consider buying an entire ensemble, 316 suggests complementing items.
9. Keep your shelves from being empty.
You don’t have to lose a customer because of a sold-out item permanently. Giving customers the choice to leave their contact information so they can be contacted when a product becomes temporarily unavailable will help you avoid losing future sales.
If this feature isn’t included in your Shopify theme, you can look into apps like Back in Stock. Other strategies to generate leads on pages with sold-out products include offering pre-orders or creating a personalized landing page.
