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Product Page Optimisation: Refine your Key Pages to Convert

20.09.2021

The product page is the key part of any eCommerce website. It’s the place where the actual purchase decision happens, where site visitor becomes site customer. Or, if your product pages aren’t optimised, it’s the place where they get confused and click away. 

It’s no good driving tons of visitors to your product pages if you’re falling at the all-important final hurdle. That’s a lot of wasted work. Fortunately, there are many tried and tested ways to upgrade your product pages and level up your conversion rate. 

Here’s what you need to do…

How to increase conversions: Know your customer

A central point to bear in mind is that there’s no single perfect product page style, no one-size-fits-all solution. In fact, when designing your product pages, it’s vital to think about your unique circumstances.

For instance, if you’re running a fast fashion store that focuses on low prices, adding extra information about the brand’s history may not be of particular interest to your buyers. On the other hand, if you’re selling high-end blenders, including reviews, videos of blenders in action, and even a few recipes could work wonders.

The crucial step is to know your audience – what do your customers want from you? Make sure your product pages are delivering on that before you dive down into the nitty-gritty. 

Product page optimisation: To do list

Product Images: Invest in attractive and informative imagery

When you visit a webpage, what draws your eye first? Most people skip straight to the pretty pictures before deciding if they want to stick around to read the text. The sparkling copy espousing your products’ many wonderful features may never be read if your images are poor-quality, off-putting and unclear. 

You should, as much as possible, aim to show that value visually. Include images that show off your products from multiple angles and make the scale crystal clear. Depict multiple variations where applicable. Provide shots of them in use – if customers can see how your items will help them, they are far more likely to hit ‘Add to cart.

The importance of imagery in eCommerce cannot be overstated. Your product images are not only where a customer will look first, it’s also what they’ll remember the most, so you need yours to make the very best impression.

Provide extra detail through video

If a picture paints a thousand words, a video must be worth at least a short novel. 

While images are less intrusive than video and should typically take centre stage, videos are an ideal way to provide additional information. They’re great for showcasing more complicated products when images would only complicate or confuse, or for answering questions that commonly crop up among your customers.

You can use video to exhibit your products in action in the real world. Watching a video where somebody demonstrates and discusses a product creates a feeling of connection, building trust, and making it easier for consumers to imagine using that item themselves.

Video is an incredibly versatile format, and its use is likely to increase as more conversion-boosting video formats are produced. Master the practice of incorporating them in product pages now, or you’ll be playing catch-up in a few years’ time.

Write comprehensive and engaging product descriptions

When writing product descriptions, consider the hierarchy of information. Display the most important information as early and as boldly as possible.

Ideally, you want your visitors to be left with no burning questions and feeling compelled to buy your product while being as concise as you can. It’s a tricky balancing act, and the key to managing it is to keep your audience’s requirements at the forefront of your mind. 

For some products and outlets, customers need complex technical details clearly laid out. For others, conversion becomes more likely if the description is discursive, bringing up the history of an item, for example, and displaying it with some flourish. 

Think about this in the style of your descriptions as well as their content. You want to match your brand identity – how does your brand relate to its customers? Are you authoritative, quirky or compassionate? Convey that in your descriptions.

Incorporate customer reviews

There’s no better advertisement than a satisfied customer, so putting a review system in place is essential for persuading your site’s visitors that you can deliver on your descriptions. 

Positive reviews will ensure customers of your product’s authenticity, clear up any lingering doubts, and help them have confidence in your brand.

Put some thought into how reviews are displayed on your optimised product pages. An unsorted list is no good; you want to present the data in a manner that’s easily readable. Make sure it’s easy to leave reviews as well and encourage your customers to do so – an empty review section is worse than no review section at all.

Advertise scarcity to generate urgency

If you can persuade your customers that they’ll be missing out on a great opportunity if they don’t act now, they’ll be far more likely to take a risk and make a purchase decision on the spot. Create a sense of urgency, and your conversion rate will benefit.

You can employ many tools to achieve this, from limited-time sales and countdown clocks to information about your dwindling remaining stock.

You can see these in action all across eCommerce, from eBay’s Buy it Now listings to Amazon’s Lightning Deals. The reason for this is simple – it works!

Ensure purchase information is clearly displayed 

Unexpected postage costs are a leading reason why customers don’t come back. Do your very best to minimise misunderstandings when optimising your product pages, or you could be damaging your brand’s reputation as well as its bottom line. 

If your customers aren’t sure how much your products cost or how long they’ll take to arrive, they’re going to be understandably wary to buy from you. This information needs to be prominently displayed and laid out sensibly, or you’re going to turn away visitors who would otherwise make a purchase.

Have a highly visible CTA

On an optimised e-Commerce site, every product page will have a call-to-action button prominently displayed. You don’t need to get too fancy with this. You should be as straightforward as possible – a simple “Buy now” will usually do the trick.

The CTA should be highly visible and feature at the top of your product pages, as this will allow your visitors to spot it early and ensure their purchase journey is as smooth as possible.

You should strongly consider a “cart” or “wishlist” function that gives visitors the option to mark items they want to buy later. Not only will this encourage your customers to click your CTAs, but it’ll also mean they have time to browse before reaching for their credit card, making consecutive purchases that much more likely.

Include a live chat function

eCommerce has many obvious advantages over traditional stores, which is why the transition to online shopping has been so thorough. But one of its disadvantages is the lack of customer service – there’s no assistant ready to leap in with a helping hand when you’re confused or looking for further information. 

Unless you have a Live Chat function, that is. Giving your visitors the option to interact with a friendly, helpful real-life person at the click of a button provides an enormous boost to their experience.

Live chat is regularly rated the most valuable support channel in enhancing UX and raising conversion rates. Even if a customer never uses the service, they’ll be happier just knowing it’s there.

Ensure loading speeds are lightning-fast

After optimising your product pages, you’ll want to test your site to ensure the various features you’ve incorporated aren’t causing any slowdown.

The reason for this is simple enough: attention spans among consumers are low. Even a delay of a second or two can have a disastrous impact on your conversion rate. Because of this, you should make sure every page element is necessary and ensure the most important elements of your product pages are prioritised.

Google’s algorithm also takes loading times into account and punishes pages that dawdle. If you have loading time bugbears, it’s not just hampering your UX you need to worry about, but damaging your SEO.

Optimise your pages for mobile

By the end of 2021, more than half of all online sales will take place on mobile. If you didn’t think mobile optimisation had to be a major priority, let this be your wake-up call!

In today’s eCommerce landscape, it’s true to say that optimising your product pages means optimising them for mobile as well. Ideally, you want the mobile version of your site to be every bit as navigable, well-organised and accessible as the regular model.

Also, bear in mind that Google ranks sites that aren’t mobile-friendly lower than well-optimised sites, so if you don’t put the work into providing mobile functionality, you’ll be harder to find for all your customers, not just the ones stuck to their phones. 

There’s no magic when it comes to conversion rate optimisation, only hard work and placing the customer in the centre.

If you need any help, reach out for our conversion rate optimisation services.

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