Conversions are a big deal, especially for product pages.
Studies show that product page conversion rates average about 8%, which is around 5% higher than the average landing page. This means that shoppers are entering websites more often through product pages than they are through home or landing pages.
So how do you make sure that your product pages are fully optimized to see those results?
While having a good overall design for your site will help, there are a few product-specific elements you can tweak that are sure to improve your conversions.
1. Improve Photography
It should be a no-brainer to use product images on your product landing pages, but you also need to make sure that your images are high quality.
Using a grainy cell phone photo or pulling a generic manufacturer’s photo from another website won’t move your product.
You want images to be bright, clean (preferably with a white or neutral background), and the right size. Each image should be at least 640 x 640 pixels, though 800 pixels is better. Customers should be able to zoom in on each image without any loss of quality.
It’s important to take photos from as many angles as possible, because customers want to be able to compare your product as much as possible. They can’t hold it in their hands, so images are the next best thing. You might also consider showing them alternative views of the product in action, with (or on) a model, or with a size comparison with a similar product.
You could also get creative by using 360◦ technology to give shoppers a complete view, though this isn’t necessary to improve conversions. Shoppers simply want to be able to see the details of the product they’re buying, and a sharp, clean image will do that just fine.
2. Add Videos and FAQs
While images are essential to your product page, video is another hugely influential component when it comes to conversions.
In fact, product videos can increase product purchases by 144%. Videos also earn more clicks when they appear in search results, with a 41% higher click through rate over text or image entries.
Types of product videos include user created product reviews, unboxing videos, how-to or demo videos that show the product in action, and even brand awareness videos.
The only downside of videos is that they can be harder to produce than simply snapping a few photos. But they’re definitely worth considering if you have the means and motivation to create them, especially if you want to see a spike in conversions.
Social proof can also have a strong influence on conversion rates. Customers love knowing what other people are buying and whether or not they liked it.
70% of customers consult reviews or ratings before buying online and 84% of those shoppers use at least one social media site to get recommendations before making their final purchase.
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The good news is that it’s easy (and cheap) to use this to your advantage. Create a way for customers to leave reviews, whether in a separate space on your landing page or by linking to social media so customers can leave comments on each product.
If you’re worried about leaving reviews to chance (in case of negative reviews that can hurt sales), you can also feature pre-screened testimonials.
If you go this route, consider showcasing testimonials from prominent people or well-known companies that might use your product. You can also feature positive static reviews on your page, though customers do respond better to live reviews.
4. Add Trust Seals
Conversions are all about trust. When a shopper lands on your product page, they need to know that your site is safe and that their personal information won’t be used for nefarious purposes. Trust seals are a great way to calm nerves and create instant trust.
A survey conducted by Econsultancy asked participants which factors help them decide whether or not to trust a website, and the highest number of responses indicated that trust seals gave them the greatest sense of relief.
Trust seals also help prevent against shopping cart abandonment, as in another study showing that 70% of online shoppers cancelled their online order because they didn’t “trust” the transaction.
5. Remove Unnecessary Elements
Having more product pages can certainly improve conversion rates, but having more stuff on those pages can actually have the opposite effect.
The simpler and more focused your landing pages are, the better optimized they will be to net you sales. A few elements you may consider eliminating if you’re not seeing the results you want include:
- Distracting Backgrounds – Busy, patterned, or moving backgrounds can take away attention from products or force customers away from a page
- Unimportant Information – Your product description is the most important piece of content on your product page, but everything else should be kept to a minimum
- Useless Links – The last thing you want to do is send someone away from your site for any reason, so get rid of any links to other pages that don’t absolutely belong there
- Too Many Calls to Action – An “add to cart” button is ideal, but you only need to include it once
6. Exit Intent Coupons
Exit intent popups have been increasingly popular on product pages and for good reason – on average they can convert 35% of visitors who would have otherwise left your site.
Your pop up might include a coupon or discount on purchases, an offer for a specific product, or an opportunity to sign up to receive other offers. But you can also use them to generate other leads by asking for social media shares, collecting email addresses for a newsletter, or redirect them to another part of your website.
Just remember that you always want to give customers a chance to say, “No thanks.” If your pop up has no clear indicator for them to actually exit your site, you risk losing that conversion. A large X in the corner will work, but you should still include copy like, “No, I don’t want this offer” or even a simple “No thanks, maybe next time.”
Taking some time and investing in certain conversion-boosting elements will be worth it. Even something as simple as added high quality images can help improve conversion rates, so even if you’re not ready to commit to video or exit intent coupons, you can still do something to gain more business.
A simple and cheap solution to improving conversions is to add reviews and social proof and allow customers to connect your product pages with social media accounts. The more interactivity you have on your page, the more conversions you’ll see.
Finally, remember that simplicity is key. If there are certain elements of your page that don’t convert, they don’t need to be there. Focus on images, video, product descriptions, and social content and get rid of everything else.
Author: Bogdan Chertes
Bogdan has helped dozens of ecommerce businesses grow sales and acquire more customers by using data driven PPC marketing strategies.
At Adfix, he leads a team of top class PPC and Social Media experts that help clients maximize ROI from their campaigns.