If the goal of your eCommerce website is to make sales, then you need to work on optimizing your product pages.
Your product page is the gateway to your revenue and conversions as long as you have products to sell.
It’s the pivotal moment when your customers either purchase the item or leave your site.
That’s why every eCommerce company should boost its product pages’ conversion rates.
Higher conversions lead to lower customer acquisition costs, equating to higher revenue and profits for your company.
To help your product pages convert more effectively, we’ll share with you our four favorite tactics that you can incorporate into your eCommerce marketing strategy.
These include conducting A/B Testing, streamlining the purchasing process, improving the user experience, and gaining the customer’s trust.
If you follow these techniques, you’re bound to increase sales in no time, no matter whether you’re direct to consumer or focused on B2B eCommerce sales.
1. Conduct A/B Testing
Image Source: Optimizely.com
While the method involves testing one variable at a time, over time, the effect of adding all these winning changes, lead to a significant improvement in your site’s conversion rate.
Image Source: Optimizely.com
So what can you A/B Test when it comes to your product page?
- Product Names: You want to go for descriptive names. For example, the name ‘Floral Spring White Tee’ is more sophisticated and more on-brand than, ‘White Shirt With Flowers.’ Use this guide if you need help.
- Product Description: Product descriptions are not just an explanation of the product! Be thorough and explain how the product works and create a fun story around the product. Make sure to run this copy through a grammar checker, like Grammarly, which gets an 86% accuracy rating above similar tools.
- Style and Angle of Products: Great photos will hands down, immediately boost conversion rates. Make sure you test different angles of high-resolution images and experiment with video.
- Call To Action (CTA) Button: The CTA button has a vital role in completing a conversion. Try playing around with action-text, colors, text size, and even the size of the button. Follow this Wordstream Guide if you want to know more.
- Headlines: Your product page needs a headline. Something that grabs attention fast. But, it can’t be too long, and it has to drive action. Finding the right headline out of potentially hundreds of options isn’t easy. So, A/B test it!
For example, check out this page from Adventure For Less:
Repeat this process on your pages and analyze which drives more engagement.
2. Make it Easy to Purchase The Product
Unfortunately, the human attention span has been decreasing over time. In 2000, it went from being 12 seconds to 8.25 seconds. That’s why it’s critical to remove any distractions from the product page. Simplify the purchasing process for your customers.
So how can you make it easy for customers to buy from you?
- Highlight the purchasing option: While shoppers have infinite options, always guide the user to the ‘Add to Bag/Add to Cart/Shop Now’ button, if purchasing the product is their primary objective.
Here’s an example from Cooltechzone on their free VPN for torrenting blog, and how they highlight their ‘Visit Cyberghost’ option to guide users to purchase:
As you can see, it’s hard to miss that green highlighted button. Make it easy for users to make a purchase.
Limit options: Ever heard of decision fatigue? Yup. Too many options can be paralyzing. It’s even easier for the shopper to choose nothing in these circumstances. Stop losing sales by complicating the options available.
Use a Live Chat: Adoption of chatbots can make a big difference to the purchasing process and user experience.
This is in part because 92% of customers feel satisfied with their purchase after using the live chat feature.
63% of people were also more likely to return to a website that offers live chat than one that doesn’t. Overall, live chat is a fantastic tool to help customers have their questions answered.
Here’s an example of small business accounting provider Lyfe Accounting and how they offer a live chat on their homepage:
3. Improve your Product Page Design
You don’t have to sacrifice your user design or user experience for the sake of sales.
By choosing a reliable eCommerce platform, you can easily integrate content blocks, incorporate video, and make your product pages stand out.
While it’s tempting to tweak this, add that, or even include this pop here, your website’s usability, design, and experience should complement and work in conjunction with your sales.
Here are a few things we recommend NOT doing if you’re looking to improve your product page:
- Don’t bombard your prospects: Don’t include pop-ups on the product page that force your prospects to subscribe or accept your lead magnets.
Instead, try using exit-intent and triggered popups on your blog posts like this one on web hosting providers on my site:
This way, your pop-ups only appear when users move their mouse within 10-20% of the top of the screen. They won’t get annoyed when in purchasing mode, yet also won’t miss out on your best offers while browsing your free content.
- Don’t complicate the purchasing path: While this ties in with the ‘simplify the purchasing’ point made above, here we’re specifically talking to marketers who may be tempted to add pop-ups, ask for desktop notification access, or open live chats.
Instead, you should offer these options and only expand these additional options when the user clicks on it. An example is this chat feature on Housecall Pro’s landing page. It only opens when I click on the feature.
4. Leverage Testimonials to Build Trust
Customer testimonials are essential for every business.
Did you know that 84% of customers trust online reviews as much as personal recommendations?
That’s why there are blogs like the one below from VPN Reviews who dedicate their site to trustworthy reviews of various VPN services.
Here’s an example of their in-depth ExpressVPN review:
Can you imagine how powerful these review sites are when they aren’t coming directly from the company itself?
They’re a form of social proof that helps prospects trust your products and organization.
That’s why we recommend letting your customers promote your services for you in the form of testimonials, as it’s more credible than self-promotion.
Here are three ways you can put together effective testimonials:
- Be Authentic: 68% of consumers trust reviews more when they see positive and negative scores, whereas 30% suspect fake reviews when they don’t see anything negative at all. When prospects are looking at reviews, they’re looking for validation and authenticity. Here, showing a negative flaw can be a good thing for your company.
- Be Specific: It’s easy to falsify testimonials. But don’t do it! If you get caught, it can hurt your reputation. To combat any skepticism, leverage data and be specific with your testimonials.
- Leverage Thought Leaders: Not all testimonials are the same. If you can land a celebrity, thought leader, or industry expert, your brand instantly becomes more credible.
- Pull from 3rd party review sites: one of the easiest ways to get authentic reviews is from 3rd-party review sites. “This has been a game-changer for us,” says Mark Lindquist, marketing manager at Mailshake. “We encourage customers to leave reviews on trusted 3rd party sites rather than privately or on our own assets. We still leverage them on our site, but they carry a lot more weight coming from other sites.”
Your product page is the doorway to revenue, sales, and profit and how you turn your online store into an eCommerce growth machine.
If you want to boost sales and conversion rates, we recommend you follow these four tactics to improve your product page.
From A/B Testing, streamlining the purchasing process, improving user experience, and leveraging testimonials and reviews, these activities will help you gain higher conversions, which leads to greater profits for your organization.
Your products page is a site worth investing in.
So if you want to start gaining a good ROI on your investment, work on these techniques today.
Adam Enfroy writes about how to scale your blog like a startup to 150,000 monthly readers at www.adamenfroy.com. He launched his blog in 2019 and started generating over $30,000/month in revenue within 9 months. He wants to teach new bloggers how to do the same.