Product Page Tune-Up: 9 Timeless Ways to Increase Conversions
Product pages are the most essential aspect of an eCommerce store. It’s where customers make the final decision with regards to their purchase.
While neglected a lot, product pages matter in your eCommerce processes. It shows your main product display, and details how your product will serve customer needs.
To get started on the right track, we’ve compiled five ways you can tune up the product page of your website.
With these strategies, you can improve your conversion rates by a significant margin.
So, let’s look at the strategies!
Put Your Best Products Up Front
In the world of eCommerce, how you display products on your website matters the most.
You can have the best of products, but if the user has to navigate the website to see them, is there any point in displaying them?
You see, conversion rates are hard to come by already. If you keep your users in suspense, you’re going to lose potential sales.
Your ideal strategy should be to display products up front, as soon as possible.
For example, you can display your best products in separate folds within your landing page. Within the fold, you can have the product image, and a short description, and a CTA that lets the user add the product to cart.
In the Shop pages, you can do the same thing just without using folds. A clear product image with an effective product description copy can go a long way in converting prospects into customers.
When you have your short descriptions ready, you can go ahead and add in-depth product descriptions.
What’s In it for the Customer?
This is a million-dollar question, and one that many businesses fail to address.
When you’re selling products online, there’s always a clash of motivation between what you’re selling and the customer’s willingness to purchase.
You should try to eliminate that disconnect as much as you can. How can you go about doing that? Let’s find out.
Okay, so first and foremost, step into the shoes of the consumer. If you’re selling a particular product, your product copy should outline how it might benefit the customer.
What value does your product add to the consumer’s life? What are they most concerned about? What do they expect from your product?
When you have an answer to these questions, only then can you create a suitable mix between selling the general benefits and the consumer-facing benefits in your product copy.
Not only is this strategy good for improving conversions, it also helps improve customer loyalty, and reduces returns on the products.
Live Chat Integration
Imagine you’re in a traditional brick and mortar store looking for products. You land on a product you find interesting, but you want to learn more about before making a purchase.
In such a scenario, every good store would have a sales representative present to help you with learning more.
On an eCommerce store, you can have the exact same thing with the help of live chat.
Being the best customer engagement tool out there, live chat helps resolve customer queries, helps consumers make informed decisions, and improve conversion rates.
Ideally, you should have a live chat on every page of your website to help alleviate customer concerns.
Now, you can have a manual live chat system in place if you want to keep things customized. However, if you want to avoid incurring labor costs associated with such a system then you can always use automated live chat.
Here’s how it works.
If you have an FAQ page related to your products and services, then you can integrate that in your live chat system to make it more
When a user clicks on a live chat box, they are greeted with the most common questions.
If they click on a particular query, they are answered by the chat bot almost immediately. For more complex queries, you can have a live chat representative present who can answer that query for the customer.
You can set timers to when the live-chat will popup. For example, if a user is present on a product page and still hasn’t clicked on the add to cart button, you can pop-up the chat box and tell them, “is there anything you would like to ask about the product?”
As opposed to not having it at all, live chat helps customers address problems associated with a purchase with ease.
Whatever way you wish to use them, live chat can help reduce cart abandonments significantly. In addition to that, it also builds legitimacy, and improves conversion rates.
Focus on Visual Display
In the digital world, you can’t touch and get a feel for the product.
Since you’re pretty much handicapped in that regard, the only solution you have is to make the product image display as enticing and convincing to the user.
Your product visuals matter a lot.
Ideally, you should invest in a professional photographer to take high quality images of your product.
Besides that, it also matters how they might look on a person. This is mostly related to attire and apparel but it’s worth mentioning.
Think of it this way: you need to emulate the real-life experience of purchasing a product as much as you can. You need to use visuals in such a manner that they are correctly utilized to the best possible degree.
Now, visuals are not limited to just still images. If you have the budget, you can add value to your visuals by including 360-degree images and videos.
Now, 360-degree images might be a long shot but investing in high-quality video display of your products can help customers analyze products from all angles.
The primary goal is, to reiterate: add value and emulate the real-life experience as much as possible. With video and 360-degree images, you’re literally showing the products in the best manner possible.
Social Proof, Testimonials, and Reviews
If you want to build legitimacy for your brand, then there is no better alternative than having social proof and customer testimonials.
Customers are now empowered more than ever. If they feel that a website is sketchy, they’re going to search around for social proofs, testimonials, and reviews before they make a purchase.
Besides generally improving your product quality, you should also focus on getting as much testimonials on your website and beyond.
The more social proof, reviews, and testimonials you have, the better your chances are at improving the legitimacy of your brand online.
Inform on Out-of-Stock Products
When a potential customer lands on your store, and finds an out-of-stock product, you can potentially lose a sale.
You don’t want to let go of that customer, which is why you need to be courteous, and provide them with a simple email box where they can type their email to be notified when the product is back in stock.
For your Shopify store, you already have that functionality built-in. You can use that to your advantage.
The way you display, and market your products matter a lot.
But you also need to focus on the overall design of your website in order to gain conversions. Now, if you’re running a Shopify website and want to make it look professional, then look no further than Codup’s Shopify development services.
Best in class, we will help you take your Shopify website to the next level.