How to Create Product Pages That Sell (Don’t Tell!)
It’s easy to overlook your product page design. After all, most product pages tend to follow the same formula. Images on the left. Description on the right. Star ratings under the title. Reviews below the fold.
While design consistency is important to making your product pages easy to digest, most businesses are neglecting proven tactics that increase conversion rates.
Small differences on your product pages can make a huge impact on your overall conversion rates and revenue.
In this blog post, we give you the lowdown on how to create product pages that sell rather than tell.
Why settle for okay conversion rates, when you could be delivering incredible conversion rates?
1. High quality images and videos
Images are your opportunity to show your products in the best light. There is really no excuse for poor quality product photos in this day and age.
If you can, use videos too. They help you replicate the experience of physically examining a product in-store. If the customer can’t hold your product in their own hands, let them see it in someone else’s.
Without high quality image or videos, uncertainty about product quality may become a conversion blocker.
2. Compelling product copy
Another way to improve product page conversion rates is through your product copy. Don’t just copy and paste the manufacturer provided description (which also hurts SEO). Write something unique that goes beyond listing features and specifications.
Use the opportunity to bring your brand voice to life and convey the essential information in an engaging on-brand tone.
Think of your product copy as a opportunity to speak directly to your customers.
3. Clear call to actions
Create clear calls to action that make it easy to convert.
Tell users exactly what clicking the button will do, so they aren’t in any doubt. Amazon’s “Buy now with 1-click” is a good example of this.
It is wise to test your button colour too. Something as simple as switching from green to red may increase conversions.
But remember, there is no one colour that is best universally, it varies between brands. Take a test and learn approach to optimise conversions.
4. Using social proof
Using social proof on your product pages is an effective way to increase conversions.
Popularity is persuasive, so make it your strategy to gather product reviews with post-purchase automations.
These are automated emails that ask for reviews that are triggered when someone purchases.
Displaying reviews next to products helps ease the customer along in their decision to buy.
5. Highlighting price changes
If you’re offering a discount on an item, be sure to highlight what the previous price was. Show the percentage and amount of money they’re saving.
If the price is set to go up again, definitely let customers know when this is happening and how much it’s going up by.
The threat of paying more tomorrow, creates urgency to buy now.
6. Highlighting scarcity
Highlighting scarcity is another method you can use to increase conversions. A 2016 study found that perceived scarcity triggers urgency to buy.
Show people how many items are left to put this tactic into action.
7. Using countdown timers
Countdown timers are a powerful visual tool to highlight impending deadlines. This is another way to create urgency and increase conversions.
An article in Neuroscience Marketing discusses a test where adding a countdown timer increased revenue by 9 percent.
Use them to flag limited time to secure next day delivery, time left on a sale, and price change deadlines.
8. Showing what other customers are doing
Try showing the real-time browsing and buying behaviour of other customers. For example, “3 people bought this today”, “20 people added this to their wishlist recently”.
This works on two levels. Firstly, it leverages the power of popularity. Secondly, it triggers the fear of missing out (FOMO) on what others have.
Combined, these factors help to increase conversions.
9. Offering live chat
Offering live chat is a fast way to let customers to get the information they need. Questions that are left unanswered can be a major conversion blocker.
Making it easy for customers to have their queries addressed reduces friction, easing the path to more conversions.
10. Highlighting when products will be received
Some people hesitate to buy online because they believe it will be quicker to buy in-store.
Let them know this is not the case by highlighting next-day delivery. Or offer them a click-and-collect option when next-day delivery is not available.
11. Using browse abandonment emails
Browse abandonment emails are a clever automation that you can use to improve your overall conversion rates.
These get triggered when people browse your products and then abandon your site. They are an effective way to entice shoppers back to your site to continue their purchase journey.
12. Cross-selling related products
Recommending related or complementary products and showing product bundles is a clever way to drive more revenue from a single product page.
Making it easier for the customer to buy related products together has the multiplier effect of increasing conversion rates and average order values at the same time.
An example of this is showing the ability to buy all items from a three-piece suit.
13. Showing product comparisons
Product comparisons will make it easier for your customers to make an informed decision about what they really need.
It means they will spend less time jumping between different products pages when evaluating similar products.
Now we’ve shared our secrets to creating product pages that sell, we hope you’re equipped with all the tips you need to boost conversions.
The tactics we’ve explored are easy to implement with the right eCommerce solution in place. To see our technology in action, book a demo today.