Your product page is arguably the most important part of your eCommerce website. You may have one of the best websites among your competitors or generate the largest traffic, but without optimizing your product pages to provide the best customer experience, all of that won’t do much when it comes to conversion.
It’s one thing to get people to your online store, but convincing them to add products to their carts and checking out to complete a purchase is a different story. Your product page should build consumer confidence by providing all the pertinent information that will help users make a sound decision on whether or not your products meet their needs.
Proven Product Page Ideas to Increase Your eCommerce Conversion Rate
Product pages and are designed to provide information to your customers and website visitors as seamlessly as possible. As such, they should be simple enough for every user and informative enough that they answer most of the common questions about your products. Below are a few tips that can help level up your topnotch product page into a topnotch, high-converting product page.
Put Yourself in Your Customers’ Shoes and Walk a Mile in Them
An in-depth understanding of your customer base is essential if you want to make sound decisions regarding your product page. You should design your product page according to who your customers are and what you want your brand to represent. A data-driven approach is useful here; analyze customer data to determine and better understand customer needs, wants attitude, and sentiment. Your product page should flow logically for your customers to make it easier for them to buy your products. Consumer insights is a major consideration here because it will help you learn about your customers’ motivations and patterns of behavior.
Write Product Descriptions That Will Blow Customers Away
It’s not enough to provide a description of your products; you must describe your products according to the needs and wants of your prospective customers. Although descriptive phrases and a keyword-centric copy is important in a marketing sense, it’s vital that you balance this with original content that resonates with customers and helps them visualize themselves using your products.
Have a Clear Call to Action
A clever copy is good, but not when it inadvertently confuses the customer. Make your call to action prominent, strategic, and intentional; often, a simple and strategically placed “Buy now” or “Add to cart” button works. Also ensure that your products are front and center and avoid any clutter on your product pages. You want your product page to stand out, but you don’t want customers to get lost in the elements of the page. People on your product page are interested in your products, so make it easy for these people to buy them.
Understand the Psychology
If you want to drive more conversions from your product pages, you need to understand the underlying psychology behind the methods used in convincing people to buy. It’s not all about knowing the right keywords to use and having the best products in the market; you have to get into the mind of your customers and discover their wants and needs—or create one. There are times that customers don’t realize they need something until you show it to them. This is a very powerful strategy because you didn’t only provide a product or service, you helped customers discover something they need or something that will help make their lives easier or more pleasant.
The most common psychological principles employed by businesses are the following:
- Reciprocity
This works because it makes customers feel the need to give or do something in return for something given to them for free or at a lower cost. - Urgency
Providing a sense of urgency encourages customers to buy now instead of later. This is where limited promos or offers come in; it subtly compels an immediate purchase so as not to miss out on the special offer. - Scarcity
This also provides a sense of urgency in the sense that product stock is limited. You can also use this in your special offers, e.g., products available at a discount until supplies last. - Social proof
People want to buy products that their friends and other people they know buy. By promoting a positive online presence, people will be more inclined to choose your brand over others. - Authority
Showcase the thought leaders or celebrities that buy your products so that other people will be enticed to buy. It’s not enough that a lot of people buy your product, you should show customers that people whose opinions they value also trust your brand.
Ultimately, only you can say what your product page should do or look like and what strategy to use to drive more conversions. There’s no right or wrong strategy in eCommerce, but all strategies always come back to one aspect: the customer. As long as you focus on a customer-centric approach, all other things will fall into place, eventually.
ABOUT THE AUTHOR
Alon Ghelber
Alon is a Tel Aviv-based Cheif Marketing Officer who supports b2b tech startups in capturing customers’ (and VCs’) attention through marketing based on data-driven storytelling.