Are you a new online store owner struggling to get consistent sales from your business? You may have good products, but your product pages may not be optimized for conversion.
So if you want to get more sales, you need to start improving your product pages with these seven simple modifications.
Must-Have Elements in Your Product Details Page
1. Great Images
Unfortunately, online stores can’t give customers the satisfaction of seeing and touching a product with their own eyes. The best you can do to mimic this sensory experience is to provide high-quality images of your products, which can be zoomed in, and viewed from different angles.
Product Image Tips:
- Use a white background, especially for complex products with lots of design details or moving parts
- Use images that show people using the product, so it’s easier for your customers to picture themselves using the product
- Products that come in different colors should have images in those colors
- Include close-up pictures of design details and product features
Here’s an example of great use of product images from Modcloth:
2. Product Description
Whatever you do, don’t just copy the manufacturer’s description of the product you’re selling. Chances are you’re not the only one selling that product so using the same description puts you at risk of blending in with competing stores selling the same item.
Overstock, a popular online store, got an 84% increase in organic traffic after optimizing the product details page of its top 10% converting products. Just imagine the results they would’ve gotten if they did this for more of their products. So yes, detailed and unique product descriptions are more important than most people give them credit for.
Like images, your product description should help buyers envision themselves using the product. How will buying your item make them more attractive, for instance? How will it make their lives easier or more enjoyable?
If you’re selling an everyday product, as in the case with Best Made, you can ditch the typical description and tell a story about what makes your product unique instead.
Sure, you can purchase a similar much cheaper but Best Made store gets away with charging $528 for this everyday item.
People buy from them anyway because they liked the story of how it was crafted from high-quality materials, or they can relate to the problems the brand tried to solve when they created the product. Tk copywriting link
Incorporate answers to possible customer objections as well as FAQs in the product details page. The goal is to answer as many questions as possible so no one leaves your store because they didn’t understand what you’re selling.
Andrew Sanderson’s Kickstarter campaign for a minimalist pen, for instance, does a good job of answering his backer’s objections:
Adding all these information in your product details page can make it longer than you’d normally like, but you can easily fix that by using drop-down menus or expandable text so visitors only see the extra information when upon clicking.
3. Mobile-Friendly Product Page
About 34.5% of e-commerce sales in 2017 were completed on mobile devices, and the numbers are expected to grow as more people rely on their mobile gadgets for just about everything.
What does this mean for e-commerce stores? For one thing, the mobile version of your product pages should be consistent with that of your desktop page. Use the same theme, menu tabs, layout, and the same features, whenever possible. Choose an eCommerce platform that’s mobile friendly from the start instead of one that makes you figure it out on your own.
Gitman Bros mobile product page, for instance, has almost the same layout as the desktop site. The product’s name and the price are at the top, while the menu and logo are on the header. Like the desktop version, you can immediately see one image of the shirt, followed by size, fit, and quantity options, while the remaining information like the sizing guide is viewable upon scrolling down.
4. Add Urgency
Lots of people are active on social media sites because of FOMO, the fear of missing out. But did you know that you can leverage this emotion to drive more sales for your online store?
Adding countdown timers or stock counters, and phrases such as “Sale ends tonight” adds an element of urgency on your product details page.
Robert Cialdini, author of Influence: The Psychology of Persuasion, suggests that people are compelled to repay gifts or favors bestowed upon them. Online store owners can leverage this tendency by giving site visitors freebies or samples upon completion of a purchase.
To prevent abuse, you can limit freebies and sample giveaways to purchases of a certain amount or pair them up with specific products that could do with a boost in sales. Sephora, for instance, limits sample giveaways to two items per purchase.
6. Display Product Reviews
You can’t just claim that you have the best bags, cookware, or accessories—your customers need proof from previous buyers. In fact, BrightLocal’s 2017 survey shows that 73% of consumers trust businesses more when they have positive reviews on their website.
Don’t be afraid to display less than stellar reviews. It’s impossible to have five-star reviews consistently throughout your store, as not all products are perfect and some customers are just impossible to satisfy or have different expectations with their purchases.
7. Sell related products
Display related products on your product page to increase the average order value of your customers. Product suggestions also minimize site exits or bounce back, because they give visitors the opportunity to discover another product that may be better suited to their needs.
There are many ways to introduce related products on your site. LuckyScent.com, for example, uses the phrase “If you like… we recommend you try.” You can also use “Other viewers also checked…” or simply, “you might like…”.
Test them before You Ignore Them
Your product page is the online equivalent of an item’s display on a brick-and-mortar store, but much of the experience that goes into seeing and inspecting a product straight from the shelf can’t be replicated in online stores. These tactics can help you make up for that loss.
Run a split test of at least one of the ideas here, and see if it improves your conversion rate. Keep testing until you find a good combination of elements that work.