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Are your web store product pages set up to close the sale? A product page is the closest thing you have to a salesperson in ecommerce. And much like any good salesperson, your product pages should confidently explain benefits to customers, answer questions and push for a purchase—not just wait and hope shoppers will be interested enough to take action on their own.
Common barriers to purchase include:
- Low-quality or insufficient photography
- Difficulty navigating the site or finding answers to questions
- Trustworthiness concerns
- Lack of reviews or customer endorsements
- Confusing pricing or hidden shipping details
When your marketing campaigns and SEO efforts succeed at driving shoppers to your store, product pages should be ready and waiting to educate and engage visitors. Attention spans are short. If people don’t quickly get the information they need or feel confident in your brand, they’ll bounce. We’ve put together a list of some of the things we find to significantly impact conversions.
5 tips to optimize ecommerce product pages
- Invest in quality product photography
Online shoppers can’t hold products, feel them, smell them, measure them or try them on, so photography is critical. Clear, crisp images are a sales tool to help customers imagine how the products will look and feel in real life. Images should highlight the product from multiple angles and include close-ups, representing all product panels, capturing small details and showing the product in use. Include images of all color and style variations and demonstrate the size of the product if needed. Keep in mind that low-quality or limited imagery can suggest that your product is low quality and cast doubts. - Plan for mobile shoppers
More than 60% of US online purchases are made on phones1 so mobile responsive design is more important than ever. These small screens display imagery and content much differently than a laptop or tablet. And if images are not sized correctly or the site is not optimized to display properly on a phone, mobile shoppers can quickly get frustrated trying to find what they need to make an informed decision. An ecommerce agency can help you develop a web store that’s informative and motivating, even on small devices. - Prioritize your call to action
First, if shoppers click through to your product page and they can’t see a call to action button without scrolling down, the button is probably too low. The top call to action should be visible right away, so shoppers can quickly and easily buy if they are ready. Second, if you’re trying to be playful or clever in your call to action, stop. Branded content is a win in other places but your product page call to action needs to be short and clear. Buy now. Learn more. Add to cart. Stick to the basics. That way, shoppers know exactly what they’re being asked to do. - Incorporate branding style and tone
When trying to make sure you don’t miss any of the important product specs or details, it can be easy for pages to end up being all facts and no personality. Boring! Of course you need the specs—item size, color, what’s included, etc.—but don’t forget to feature your branding elements. Including your brand voice in descriptions and your visual style in imagery is essential to maintain a consistent experience. The shopper’s impression of your brand should be the same as shoppers get from your advertising and their online experience should feel the same as it would if they were walking into a physical store. - Embrace your advocates
Because shoppers can’t experience your product firsthand before buying, they rely heavily on what others who have bought it before have to say. They want to know if it fits true to size, if it lasted or broke quickly, if it was hard to put together or if it made people happy. Positive reviews and testimonials from your advocates are one of the most effective selling tools you can use on a product page. Feature favorites prominently on your site, so shoppers can see what others love about your products without having to scroll all the way to the end of your page.
Trone’s outcome-focused ecommerce specialists have a variety of other tactics to improve conversions from your product pages, but these five tips are a powerful place to start. If you need help setting your ecommerce store up to close the sale, contact us.
1shopify.com
