eCommerce

Turn Browsers Into Buyers or How to Use Product Pages to Optimize Conversion

by Guest Post

eCommerce Tip: How to turn browsers into buyers with an optimized product page

This guest post comes from our friends at Pixc

Your product page is your ultimate sales tool. All your marketing efforts, including social media, email, and paid ads, work to funnel consumers to it. And your product page has the not-so-easy task of convincing those visitors to take that final step and make a purchase.

In other words, if your product page is not designed, structured, and optimized to convert visitors into buyers, all your marketing efforts up to that point are in vain. Luckily, we have created a step-by-step breakdown of the science of creating a fully optimized product page.

Follow these instructions to impress, convert, and retain your customers and set your eStore up for sustainable growth.

eCommerce product page example

Source: Net a Porter

1. Use Impactful and Optimized Images

The consumer attention span is ever shrinking, and site visitors are known to form their first impression in a mere 50 milliseconds. It’s the job of your images to win them over in that short time.

This is to say that if there is one deciding factor that can drive your store’s success, it is your store’s photos. They dictate your product’s perceived value, define your brand’s image, and form browsers’ first impression. If your images are polished and professional, visitors are more likely to trust your store and have a smoother path to making a purchase.

That is why it is important to use a clean-cut feature image on white background supported by a gallery of polished product shot from all relevant angles. You can also include a few in-context shots in your gallery to invite emotional attachments.

With this in mind, if you really want to stand out and further boost your conversion rate, include a 360-degree shot. Consumers love the interaction those images create and the full view they provide. You can also include a video in the gallery to answer questions or promote a lifestyle.

It is also vital that your images are uniform across your product lines for a professional and rounded look of your entire store.

Furthermore, make sure to find the right balance between image quality and size so you optimize your page load times and make sure your images look great on mobile. Square images usually work best across platforms and devices. Check your marketplace’s requirement for optimum image sizes.

It’s equally important to not forget your images’ metadata. This is the information that tells search engines what is on your product photos and helps them rank your page in relevant searches.

2. Write and Optimize Product Titles and Descriptions

Do you love writing product descriptions? Probably not, but they are the second most important elements of your page after images.

Once your images grab your visitors’ attention, your viewers will look for more information in your product page content. Write titles that are clear and engaging so visitors are reassured your product will solve their needs. Couple those with unique and informative product descriptions that provide further proof of your product’s best qualities and features.

Do not underestimate these elements by writing them at the last minute or in a rush. Spend some time on them, and give them at least two edits to make sure they inform well and flow smoothly. Moreover, use them to convey your value proposition and close the sale.

Also, optimize your copy by using terms and key phrases that consumers in your niche are often searching for. Employ tools like Semrush and Moz to find what keywords are trending. This will help your page to gain some organic traction and help your conversion rate.

3. Offer Smooth Navigation

Call to Action

Make your Buy Now or Add to Cart buttons stand out in a distinct color so your customers do not have to look for them. The smoother each step of their browsing process is, the more likely they are to convert and make a purchase.

Customization Options

Likewise, if you are offering variations of the same product, provide customization options that are intuitive and super easy to use. Think color and size options that are visible and responsive.

eCommerce Product Suggestions Example

Source: Net a Porter

Product Suggestions

Further engage your visitors by placing similar or complementing products on your product page. Display them in a way that does not distract the visitor but enhances their experience and raises awareness of your wider selection.

4. Provide Easy Access to Information

Put yourself in a customer’s shoes and anticipate every question or doubt that can make them navigate away from your product page. Provide answers to those questions in a clear and visible way.

If you offer free shipping, make it known with a banner or bolded text where they can see it. Display estimated delivery time if ordered within, say, the next five hours. You are informing while creating a sense of urgency, which can also give your conversion rate a nudge.

Have a section with FAQs, and update it as new concerns arise. Include links to your returns and exchange policy pages to show your commitment to quality customer service.

Customers appreciate the smooth ride and easy access to information, which makes them more likely to make a purchase and come back to your store.

5. Use Social Proof

The fact is, consumers trust other consumers much more than the brands themselves. That is why testimonials and reviews are a great tool to offer hard evidence that your product can meet their needs. For this reason, invite your customers to leave reviews, and include their praise on your product page.

If you can, include videos of case studies in addition to your image gallery to offer another example of solid and engaging proof.

Finally, include ratings and reviews from third party websites to fortify your product page and further nurture your customers closer to conversion.

eCommerce Social Proof Example

6. Employ Apps and Plugins

If you really want to amp up your conversion rate, go a step further and employ plugins and apps that optimize the lead nurture process and give your conversion rate another boost. There is a world of useful apps out there, and some of them have become so highly used that not having them will put your store at a serious disadvantage. Even if you’re slightly annoyed by pop-ups, the fact is: they work.

Use pop-up apps like JustUno and chatbots like Gobot that guide visitors around your store and offer coupons and discounts. They are especially valuable to lower your number of abandoned carts by inviting customers back with a free shipping offer or 15% off.

Likewise, employ wishlist apps like Wishlist Plus so customers can save products and easily find them on their next visit.

Use countdown timers, too, like Hurrify to create a sense of urgency or scarcity and entice customers to act now. Another useful approach is to use a Back in Stock app to collect the contact info of customer and alert them when their desired product is available.

Although apps help, be sure to test them on parts of your store or with key products first so you can adjust their timing and intensity before you implement them storewide. When fine-tuned to your audience and product niche, they can significantly improve your conversion rate.

Conclusion

eCommerce is evolving ever faster, and you have to stay creative and innovative with your product page in order to gain and keep a competitive advantage. Stay on top of your competitors and know where the user experience is heading so you can be proactive and always delight your visitors. Keep your images, page content, and other key elements sharp and optimized to maximize your conversion rate and increase the lifetime value of your customers.

About the Author

Rachel Jacobs is Head of Content and Partnerships at Pixc, a leading eCommerce product optimization service. Pixc transforms average product photos into professional images designed to increase conversions. A lover of all things content and growth, Rachel spends most of her time planning new content, fine-tuning growth strategies and tweaking email campaigns. Take advantage of Pixc’s free trial here.

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