With the vast amount of online companies and more brick-and-mortar businesses incorporating an e-commerce element to their overall plan, having successful product pages has become crucial in the e-commerce industry. In the overall quest of mastering a store’s user experience, optimizing a product page is one of the key areas that have shown success when trying to increase conversions. Below are three ideas to think about and use for your e-commerce store in your quest to have high-converting pages.
Optimize Product Descriptions
Customers today want to get answers to their questions and on average give a web page about 15 seconds to capture their attention before they go elsewhere. If your current product pages fail to meet either of these criteria then your page will fail to convert. This is why having an optimized product description is one of the top influences on customers to purchase a product. Along with just buying the product itself, consumers are interested in details of the product which you can include in your description. Customers often look for material, and durability of a product, and with this, you will need to make a product description that is both informative of consumer’s interest while also being brief as to not have searchers read a novel on one product. A couple of best practices include:
- Unique Value Proposition: Proper product descriptions explain what is special about the said product while being brief. They show what particular benefit customers will get when they buy the product in question.
- Avoid Visual Overload: To save space on the page, structure key information using headers and collapsible sections. While lowering the time required to get to key ideas of the product, this also makes the product page more interactive.
Provide More Images To Describe Items
Put yourself in the consumer’s shoes, when you are looking for a product to purchase the more pictures and colors there are, the easier it is to make a decision right? Use the same thinking when you create a product page and provide as many images as possible. With humans being able to process visual information better and faster than reading, doing this will be beneficial to your page and the images will be more important than descriptions.
- Size Matters – As mentioned before, consumers are interested in fabrics, materials, durability, etc of a product. When you have an image of that product, make sure that searchers can zoom in on the photo to inspect it as they wish. In addition, make sure that you highlight all of the sizes you carry for each product, and if available, include a sizing chart to help get a perfect size.
- All About Angles – If you have ever taken a photo of someone, they have probably joked about getting “their angle.” There is a reason for this, and it goes for products as well. Consumers want to see the interior pockets, the back of a dress, and overall just seeing angles of a product to find “their angle” so they can envision themselves wearing the product. A good-selling page will feature a product from different angles while also adding a short video showcasing the product in motion.
- Trying On Items – Online shoppers biggest fear is buying a product to only find out it does not fit their body type. Successful web stores show their products on different models with different body types to help consumers imagine themselves with the items. Also having a sizing chart attached on a product page will go a long way in influencing a buyer to purchase your product.
- Customer Feedback – A great way to help with influencing buyers to purchase is having customers share personal photos in the product reviews. If shoppers see actual people wearing a product, it can help them choose more quickly if they want to go through with hitting the “buy now” button. Not only will this help consumers, but it also makes your webpage more trustworthy.
Engage With Customers
One of the greatest examples of helping customers while also engaging with them is the use of an FAQ page or section on the website. While the interaction isn’t a face to face one, consumer’s questions are still answered and these answers can help them decide to purchase your product or not. Other benefits FAQ sections have for a product page include:
- Answers the questions of the customers that are already on the page.
- Attracts new visitors to product pages from the browser’s search results.
- Helps with keeping product descriptions short.
In addition to an FAQ, you should also consider incorporating a “hint” or “tip” section on your product page. If you know that consumers should buy one size up or down, let them know under the product description. For example, check out how this retailer informed customers to order a size up on kid’s rollerskates.