Optimization of product pages is a sure remedy for low conversions. How to get it right?
We’ve prepared a guide with 10 recommendations on how to nail a product page to increase conversion rate. Check it out!
1) Featured image
To make a positive first impression and engage potential clients to open product details, the featured image should be:
– well-centered and well-lit
– containing no distracting elements.
2) Product pictures gallery
22% of people return items because they look different in pictures and in person (Weebly).
What will help you to provide descriptive visualization of a product with no gap between expectation and reality:
– high-quality pictures with good light and composition
– shots from different angles
– clear demonstration of all product details and components
– appropriate type of photography: clean-cut/product-only, in context/lifestyle, detailed, group, packaging shots, etc
– no abundance of colors, distracting elements
– in-scale image
– 360-degree shot
– virtual try-on.
Besides, optimize pictures so that their load time doesn’t exceed 3 milliseconds.
3) Video content
Watching a product video makes a purchase more probable by 64-85% (NeilPatel).
Moreover, video content contributes to your webstore SEO, and is more shareable and clickable.
To reap these benefits, you can attach video demos, tutorials, explainers, walkthroughs, unboxings, etc to your product pages.
4) Customization options
Enable your customers to see product variations and personalize items easily.
Make sure that your customizer:
– has an intuitive interface that requires minimum interactions
– takes visible position.
5) Product description
Try to locate info that is most important for decision-making on the first screen ― people don’t like to scroll.
Let the description be concise, but fact and value-based. You can highlight:
– What problems the product solves
– What values the product brings
– How the product differs from competitors.
Avoid long plain texts ― people are prone to skip them. If shortening the description is not an option, you may:
– arrange it as tabs, sections, accordion, etc
– provide short and long descriptions (customers will see a short description on the first screen, and will be able to open a long description for more details).
6) Upselling, cross-selling
Customers who click recommendations drive 24% of orders and 26% of revenue (Salesforce).
Personalize shopping experience with product recommendations, such as “Related products”, “See also”, “You may also like”, etc.
Text: a good CTA is brief, unambiguous, but still engaging. It’s a good practice to use action verbs. Also, you may convey benefits the action brings (e.g. discounts, gifts). Some examples:
– Add to cart/ add to bag
– View product details
– Get 20% off
– Buy in 1 click
– Send to a friend
Design: let your CTA be well-visible, uncluttered, and standing out of other elements. Provide a vast clicking area for better accessibility.
Personalized CTA’s drive 202% more conversions (HubSpot).
8) Return and exchange
80% of customers are loyal to brands with easy returns (Chain Store Age).
Making return and exchange policy transparent and well-explained contributes to building trust with customers. On the product page, you may place a link to the policy or excerpts from it for general understanding.
9) FAQ and LiveChat
Will the customer complete the purchase if there are some questions unanswered? Doubtful.
These options will help customers to get their queries resolved 24/7:
– live chat (for better usability you may equip it with smart triggers — automatic personalized messages)
– visible link to the FAQ page
– FAQ section to a product page.
10) Reviews and user-generated content
Unbiased opinions and successful experiences of peers win customers’ trust.
Leverage that by demonstrating as many reviews as you can, and user-generated photos and videos, if possible.
Do you need assistance with optimization of your online store? Book a consultation with our experts!