The product page is usually the last thing that separates a window shopper from a buying customer - so you need to get it right. In this article I am going to show you how to improve conversion rates by optimising your product pages for sales.
Improved conversion rates are the key goal for any eCommerce store. Marketing costs money, so the higher your conversion rate, the more bang you get for your buck!
Turn More Visitors into Buying Customers
Every product page has just one job – it needs to convince the visitor that the product is worth buying. Let me show you how to improve conversion rates instantly by making sure your pages have the following:
1. Good Site Speed and Navigation
Consumers are getting more impatient than ever. They’ll leave your site if it’s either too slow to load, or it’s taking them too long to find what they’re looking for.
And make sure it is optimised for mobile - it's surprising how many websites still don't think about mobile browsing.
2. Show Delivery and Shipping Information
Clearly display your delivery information and costs - surprise costs at checkout have been proven to reduce your conversions. And If you offer free delivery then make sure you shout about it, it will increase your conversions.
3. Customer Reviews
Get at least 5 reviews on your best sellers. Nearly 95% of customers turn to reviews when shopping online and say that reviews are the most important factor influencing their purchasing decision.
Amazon seems to be my go to store these days and before I even read the product description I look at how many review stars it has. Amazon make it really easy to see and read the reviews to help make an informed buying decision.
4. Product Description
When you're looking at how to improve conversion rates you should step back and look at your product description, is it working hard enough for you?
Your description needs to tell a clear story of product, have clear benefits and makes the user want to buy.
5. Clear CTA Button with Contrasting Colour
Have clear, strong CTA buttons with USP's nearby. Try sticky buttons, used on the right page can help improve conversions.
The colour of your CTA button should contrast against the rest of the page. So whether you choose to use complementary colours or colours similar to the colour scheme of your page, you’ll have little trouble if there’s a high contrast.
Just changing up the colour of your CTA button could have a huge impact on your conversion rate.
Montezuma do a great job of contrasting the green ‘add to basket button’ with a bright orange background, making it really jump off the page. What I also really like is the fact it is a sticky button. As you scroll down it stays with you.
6. High Quality Product Shots, 360 images & Videos
In order to increase your conversion rate, you should use images and videos that allow shoppers to see every single detail of your product. They should be able to view the product from different angles so that they can make sure it’s really what they want.
Consider adding 360 images or videos to enhance the customer experience.
7. Cleary Display Your Brand & Service Guarantee
The brand guarantee is really important and will boost conversion rates. Things like ‘Free delivery’, ‘10 year warranty’, ‘Contactless Service’.
The Humax product pages are a good example. Not only to they let you know about warranty and delivery, they also let you know what tools are required.
8. Write Compelling Product Descriptions
Writing compelling product descriptions, along with