So you run an ecommerce website that gets a considerable amount of traffic and has an amazing range of products, but still loses out on conversions. Ever thought why?
Because when an online shopper chooses to view a product from the vast range you offer, he has some expectations from it – which most businesses can’t keep up with. And that’s exactly why you need to make sure the product page is neither too simple nor too stuffed with unnecessary information.
But how do you achieve that optimum level?
Here are the 14 best practices that will make your product pages more converting:
1. Use big, high quality images
A product page without a picture is just impossible. It is like the hero of the movie that you just can’t do without.
According to a study by the Nielsen Norman Group, product images play a very vital part of the online purchase decision making. In simpler words, it needs to be enticing, zoomable, placed above the fold and must be of as high a quality as the actual product.
If the product image used is too small, it will be difficult for the viewer to zoom in and look into the details. And weren’t the details your unique selling point?
For example, when you hover over a product image on Pipa+Bella, they give you a zoomed in view for the same. This lets you take a closer look at the details of the product and gauge how it would look in real.
2. Offer a 360 degree view
Ever wondered what would happen if an ecommerce website only provided the front view of their product? You would never really know what the product looks like from the back or the side, unless you bought it. And there is a high chance that it might not really match your expectations.
Hence, offer a 360 degree view of your products. You could either add multiple images that showcase the product from different angles or a short gif that does the same.
According to a study by Internet Retailer, products that featured 360 degree views, increased conversions by 27% when compared to the conventional two dimensional product images.
For example, Koovs offers a ‘view 360 degree’ option on their product page images. So if the shopper doesn’t want to zoom into images, he can simply use that feature.
3. Include prominent call to action buttons
Like on every other webpage, if you want the visitor to take action on something, you need to direct them. A call to action (CTA) button does exactly that.
Ecommerce websites don’t really need to experiment with product page CTA copy too much – the usual ‘buy now’, ‘add to cart’, etc work really well. But what needs to be kept in mind that the CTA needs to be easily recognizable and compelling.
For example, Jabong uses a bright orange color and a simple copy – Add to bag, for its call-to-action. Since the button stands out from the rest of the design and color theme, it is easily recognizable.
4. Display elements of trust
Sometimes all that an online shopper needs after deciding on a product he wants to purchase, is a little reassurance. They need to know that all their information will be safe post checkout. The only way to do is to include a small message or a few safety certifications on your website.
For example, Jabong does let their customers know that they offer ‘secure shopping’ by displaying their certifications at the bottom of each webpage.
5. Create a sense of urgency
Set a deadline on all the discounts or offers you’re running. Most online shoppers tend to procrastinate over their purchases, trying to find other deals. The only way to avoid losing a conversion in this case, is to highlight the fact that the special prices might not be around the next time they visit your website.
For example, Koovs highlight its sales on its home page and also cleverly mentions how long it is running for. In this case, it says ‘48 hours only’, giving shoppers only about 2 days to make the purchases at the special prices.
6. Implement a little scarcity
Showing that only a few pieces of your product are available triggers two thought processes in the customer’s mind. First, that the product is in demand and second, that the product might run out of stock if they don’t purchase it right then.
For example, Amazon uses a bright green color to highlight the number of pieces left of the product. The sense of scarcity triggers the sense of urgency to complete the purchase.
7. Experiment with product videos
The only downside of shopping online, is not being able to touch or feel a product, or even try it on to see how it looks. And that’s exactly why you should experiment with product videos. It lets the shopper gauge how it would really look on him/her.
According to a post on Scribe Media, Zappo’s sales went up from 6% to 30% by using video demos on their product pages.
8. Tag the ‘out of stock’ products
Don’t wait for the shopper to reach the checkout page only to know that the product is no longer available. If you’re running out of stock or already have run out of stock, tag those products clearly. Also give the shopper a chance to subscribe to notifications for when it would be available again. Those who are actually interested, will most certainly sign up for it.
9. Display price comparisons
If you’re offering products at a special price as compared to their market price, a comparison of the two on the product page can do wonders. Also showing how much the shopper will save by purchasing the product from you, can encourage a conversion by giving him the feel of having found a great deal.
10. Showcase customer ratings and reviews
According to Econsultancy, about 61% of online shoppers look for reviews around a product offered by a business before making the purchase. It also states that 63% of shoppers prefer buying from ecommerce sites that display customer ratings and reviews.
While you don’t have to focus too much on this aspect, on the product page, displaying ratings right below the product name is a good idea to cater to these shoppers.
For example, Flipkart displays a cumulative rating on the product, right below its name.
11. Enable live chatting
Sometimes customers need a little assistance in deciding different aspects such as the size of a product. If they aren’t able to understand what suits them from the guide provided, you might just lose a conversion. So enable a live chatting feature across all product pages. This lets the shopper reach out to you for concerns immediately.
For example, Flabbery.com uses a live chat to assist its visitors in making the right decision while purchasing flowers from their website.
12. Clear shipping information
A lot many ecommerce businesses lose out on a conversion at their checkout process. The primary reason being that the shopper wasn’t told of the shipping costs and other additional costs beforehand. The best to do it keep your shipping information absolutely clear right from the beginning. You could display at your home page and all your product pages, so that the shopper doesn’t miss seeing it.
For example, Forever21 clearly displays that it offers free shipping on purchases above INR 2500. This information is displayed on all the web pages/product pages, leaving no scope for any kind of confusion or disappointment on the customer’s end later.
13. Implement an exit intent campaign
A visitor might choose to come back to your product at a later time. And in most cases, they don’t. They either find another site to purchase it from or lose interest in the product altogether. Implementing an exit intent campaign using tools like Exit Bee, gives you the chance to target them with a compelling message to convert right before they leave the website.
For example, The House of Folklore offers HK$ 50 off to visitors who are abandoning the website without making a purchase, using an exit intent campaign by Exit Bee.
14. Optimize your web page loading speed
Like we mentioned in a previous post on load times impacting your conversions, about 47% of online consumers expect a web page to load in 2 seconds or less. And about 40% abandon the website that takes more than 3 seconds to load completely. So irrespective of the type of media and the amount of information you’re including on your product page, optimize the page to load at a speed that the customer expects for better conversions.
Over to you
Even if you implement each of these practices on your ecommerce website, it is important to consistently keep testing different tactics. You never know what clicks with your audience and gets you more conversions!
What is your tip for creating a perfectly converting product page? Feel free to drop a comment in the box below!