Product page is a combination of programming and customization. No matter how much effort you put in promoting your ecommerce store, the real magic happens when you do something to optimize the product page. A good product page can affect the conversions, and hence you should try everything to optimize them.
In this post, I am going to share some best practices about product page optimization that increase the sales of your ecommerce store.
When it comes to ecommerce product pages, content that is supported by relevant images get 91% more views. The image on your product page should visually communicate the details of the product. The best practice is to use big and beautiful images with high resolution. If the product is available in multiple colors, display a different picture of each.
The color of product plays a very important role in the decision making process. Small product images can repel the user off compared to large product images. The conversions from products will increase further, if the images feature 360 degree views compared to 2D and original product images.
In an ecommerce store, there is a stage where confusion can kill the interest of customers. Make the ‘Add to cart’, ‘buy now’, and ‘Continue’ buttons visible and clear. These calls-to-action should be in the form of buttons, instead of text links. By highlighting these calls-to-action, your products might do better. If you check some of the reputed ecommerce store, you will understand how much importance is given to the call-to action elements.
Build confidence of the customers by communicating product size, quality, return policy and other elements that make the visitor comfortable buying from your ecommerce store. Adding more social cues will enhance user experience and let the visitors know they are not alone in their purchase.
Ecommerce stores are different from normal websites, and hence the content should also be different. If you want your visitors to make excited about the product, use appropriate language and words to describe the product. Use micro-copy strategies such as —- a unique language, instead of copy-paste the products specifications.
If you have no way for the potential buyer to feel the product, you are lagging behind your competitors. The description of your product should explain the history for the creation and design of the product. There is nothing to create excitement for the visitor, if the description is quite anemic.
The success of any online store depends on quality of products and the number of customers who purchased the product. People choose products by the rating, quality and number of customers who recommended the product. It is all about knowing the latest fashion trends, sharing ideas and providing feedback about products all over the world.
For instance – a woman from Paris can buy the same items as a woman from India or any other place around the world. They might have interesting opinion about any particular product, which they would like to articulate. Encourage customers to review the product they have purchased and display the reviews. Creating cool and interactive reviews on the product will not only increase user engagement with the page, but will increase conversion rate.
One of the biggest reasons for shopping cart abandonment is high shipping costs or not mentioning correct shipping cost. There is always a last-minute resistance, even after adding the product to shopping cart. Customers might want to know – shipping cost, how long it will take to get the product, whether the product can be returned in case of any damage, etc.
Customers hate being slapped with high shipping rate at the checkout. If the product is shipped for free, use ‘Brand Name’ or the term ‘Free Shipping’ in the ecommerce title tags. It is important to include shipping charges on every page. Let the customers know how long the delivery takes and when to expect the product. Include a very detailed shipping policy that shows estimated shipping cost and time for every region they deliver to.
This is one of the must-have features in ecommerce store. However, not many ecommerce sites have this feature. By enabling live chat in the product page, you have made it user-friendly with all FAQs answered. You should not leave anything to the imagination of the user. Instead, invest in a live chat feature to enhance user experience.
Live chat has the ability to provide convenient answers to the doubts and grievances of customers. Live chat option on product page gives a personal touch. There is no harm in investing in live chat. Instead, it can simplify the decision making process of the customer by adding a personal touch.
Product videos are rarely used in ecommerce sites. However, adding product videos to the product page is one of the product page optimization strategies. You should not ignore the power of product video. The demo video of the product can prove to be an incredible medium to increase conversions on the website, as the customers cannot touch or get feel of the product on ecommerce stores. Videos help the customers understand your product in a better way.
An impactful and informative video can optimize the product page and increase your ecommerce store sales. To test the impact of videos on profits, invest in one or two videos. If it works well, it will be worth investing in more videos for your landing pages.
Up-selling and cross selling are the two hottest trends in ecommerce industry. When your user is already inside the purchase funnel, you can use it for your own benefit. People often like recommendations and it is great way to help users compare similar products from different brands. By relating products your visitors might like, you are revealing them to other items they did not know existed in your shop. If the visitor won’t purchase the recommended product, he/she will surely remember the next time he/she shop online.
This feature would surely optimize the product page as it gives your visitors an opportunity to explore similar products, compare their specifications, features and price. A/B testing is a great way to optimize product pages and increase conversion rates, as it helps you understand what your visitors like and dislike. Track everything on Google Analytics to make your product page much better.
You are guaranteed to increase the sales of your ecommerce store, by following the above product page optimization steps. Do not forget to improve different elements discussed in this post — as today’s technology makes it easy to create product pages, but difficult to optimize the product pages for conversions.
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