Everyone who owns an ecommerce store knows how important it is to get people to visit the website. But it’s just as essential to get the people who do visit to make a purchase or two. With ecommerce sales expected to reach $735 billion by 2023, acquiring a large piece of that pie should be a priority. One way to do that is by having the best possible product page so that users buy more items from you.
Lots of businesses in ecommerce focus on improving their checkout and cart pages, but the product pages matter as much, if not more, than those components of a site. This is where you can hook customers who aren’t sure whether to buy from you or not. Since ecommerce customers can’t feel or see your products in person, you want to do everything you can to give them the information they need to decide your product is the one they want.
Make Sure All Photographs Are Professional
Online customers will use your photos to make buying decisions, so the products you sell need to look outstanding. While you might think pictures from your smartphone will do the job, avoid going this route. Product photos should be taken by a professional. Having the right equipment and editing software will go a long way toward improving your photos and getting sales.
It’s also crucial to take photos of the product from every possible angle. Remember that the customers can’t touch what you’re selling, so you want to show them what to expect. If you’re selling something that can be worn or used, it’s best to have photos of the item in action. Someone selling jeans should show them on a model, while someone selling power tools should have photos of them in use.
Place Your Call to Action Somewhere Noticeable
Think about how a potential customer gets to a product to buy it. They’re going to need to click a checkout button to put it in the cart and give you a sale. That button needs to be simple and easy to find, or the potential customer might go elsewhere. Consider a large, bold button that has nothing more than a background color with text on it.
It should be the most prominent thing on the screen other than the product being sold. Take a look at your website and see if you already have this handled. If not, you need to make a change. It’s also a good idea to avoid having any other call to actions near the buy button since it can lead to a distraction. Once someone is on a product page, focus on getting them to buy over everything else.
Craft Exciting and Interesting Product Descriptions
One of the most common errors on product pages is not paying enough attention to the description itself. Even if everything else looks excellent, someone might leave the page if the descriptions aren’t perfect. While photos and videos are useful, there also has to be a well-crafted description. Go with something short with bullet points so it can be read more easily.
Lots of product descriptions end up dull and without a sense of personality, which is something else you want to avoid. Your brand needs to have a consistent voice that matches what your audience wants to read. This is different for everyone. For instance, a business marketing to students will have vastly different product descriptions than a business focusing on retirement-age folks.
Make Sure Your Ecommerce Site Is Mobile Friendly
When it comes to ecommerce, mobile cannot be ignored. Based on data from December 2017, 82% of online shoppers in the U.S. do at least some of that shopping from a mobile device. Also, 35% of those people do their shopping strictly on mobile using a smartphone or tablet. That means your site as a whole, as well as your product pages, need to be optimized for mobile devices.
On top of that, Google made a change to their algorithm to introduce mobile-first indexing. That means if you have a product page that isn’t mobile-friendly, it could lead to lost sales, traffic, and revenue. Using a tool like Startup from Designmodo will ensure that every page of your website works well on any device.
Elevate Trust with Ratings and Reviews
When users visiting your site see your products’ ratings and reviews, it builds trust and makes it more likely that you see conversions. This can help remove any doubts someone might have about your product so that they move through to make a sale. While many people ask for advice from friends and family before making a purchase, about 85% of people trust online reviews just as much.
Implementing testimonials and reviews into your product pages can be helpful and easy. When people make a purchase, send out an email and ask for an honest review, but don’t exaggerate, and always check your email for spam. Don’t make it mandatory to write anything out. Let customers give you a quick five-star rating without needing to think about anything too deeply. Even if you get a few bad reviews, this gives you the chance to reach out to the customers to solve their issue.
Consider Upselling and Cross-Selling Similar Products
While a product page’s primary focus is selling a specific item or service, that doesn’t mean you should avoid promoting other products. Recommend similar or relevant products to shoppers visiting a product page. This can encourage them to make additional purchases or lead them to a product they like more than the one on the product page.
This is a great way to maximize order sizes and bump your revenue up. It’s used by many successful ecommerce websites, including Amazon. For example, a customer looking at a pair of boots could get recommendations like socks or gloves. Personalized recommendations can also be based on products a customer has bought or viewed recently.
Optimize Your Product Pages for Success
Acquiring targeted traffic to your store online can take a lot of marketing and time. Optimizing your product pages to increase your conversion rate makes sure that time is well spent. Take the tips above to create an excellent shopping experience for your customers. Both they and your company will be more satisfied!
Andrian Valeanu is a Web designer and indie maker. His interests include information technologies, Web design, and email marketing.