How To Optimize Your Product Page That Convert Prospect Into A Customer?

Product Page Optimization

How you organized your eCommerce product page? I created a list of top 24 ways to optimize your product page that helps to become successful eCommerce store owners.

The success of an eCommerce store depends on its ability to attract customers and sell products. Yet, many entrepreneurs neglect the product page and focus solely on the home page.

There’s no argument that the homepage of an eCommerce website plays a major role, but it is the product page that is ultimately responsible for making sales. And a poorly optimized page is the biggest catalyst for failure.

We interviewed successful eCommerce store owners from various fields to find out how they organized their product page.

Based on their answers, we created a list of the top 24 ways to optimize your product page. Let’s take a look:

1. Engaging Title

The first thing that should be focused on, in order to optimize your product page, is creating an engaging title. This is the hook that will help you reel in potential buyers. Aside from the product thumbnail, this is what people will see when browsing.

That is why it is crucial to assign titles to products that tease the visitors about what the product has to offer.

2. Page Speed

Speed matters when it comes to websites. Whether if it’s an eCommerce site or not, slow loading speed will drive users away.

Having faster pages mean people will be able to navigate quicker throughout your store and find what they like.

3. Breadcrumbs

A great way to improve usability and optimization is by adding a breadcrumb. This assist people to navigate through your website and keep track of where they are.

Unlike general business websites that have few pages, eCommerce pages need it to keep things organized.

4. Color Optimization

Colors are more than making the page look pretty. It is also used for directional cues. Colors divert our attention to the elements that should be focused on.

Complementary colors will aid customers in paying attention to what is important, as well as increase user experience.

5. Strong CTA

The ‘Buy’ or ‘Add to Cart’ is the most important component of your product page. The goal of the product page is to drive potential customers to make a purchase. This call-to-action is the primary catalyst for doing that.

The CTA should be clear and distinguishable from the rest of the page. It needs to be prominent in size and shape without obstructing the UX of the page.

6. Create Urgency

We, humans, are impulsive. Buying things on a whim is a common trait for most of us. To optimize your product page, store owners need to capitalize on this aspect of our personality by instilling a sense of urgency.

Displaying how much time there is left on a certain sale or product availability will motivate the potential buyer. Customers will feel that time is running out to make a great purchase.

7. Simpler Cart

To maximize your product page optimization, customers should be able to get a preview of their items in the cart from anywhere on the page. A quick preview of the cart alerts the user about what has been added and lead them to the checkout in a quick manner.

8. Detailed Product Description

A detailed product description increases the trustworthiness of your store along with the product. Customers learn exactly what the product has to offer by reading the description.

Various components and aspects of the product should be displayed so that customers can make an informed decision. This helps you in rising through the search engine rankings.

9. Pricing & Shipping Information

Going along with the concept of trustworthiness, providing clear pricing & shipping information is crucial for transparency.

This includes an additional cost for shipping, expected arrival date, express shipping cost, VAT, etc. Being upfront about it only increases your value to the customers. They can rely on your store and free you from any liability.

10. Clear Return Policy

Another aspect critical to the goodwill of your online store is the return policy. Customers expect a proper return policy if something is amiss with the product. Thus, it contributes largely to the user’s experience.

A place should be designated clearly stating the return policy of the sold products. Using simple words and short sentences is best for this type of content.

11. High-Quality Image

Product photography is an underrated aspect of eCommerce. Many entrepreneurs either use stock photos or unflattering images to display their products.

What they don’t consider is, aside from the product page itself, the images will be shown throughout the web on social sites, Google search and others.

Using high-quality visuals in eCommerce entices the users as well as makes the product lucrative to those who see it.

12. Right Image

Using just high-quality images for your products isn’t enough. You also need to use the right image if you want to truly optimize your product page.

The ‘right’ image for a product is the image that will be most effective in attracting the customers. Along with product photography, the image gallery should have pictures of the item being used to tempt them.

13. Product Customization

Different people have different tastes. Some prefer the color blue for their tie, while others prefer red. Allowing customers to see products in different shapes, colors or sizes encourages them to make a purchase.

With a simple click of a button, the color or shape of the product changes and the customer can view what it’ll look like.

14. Zoom-in Capability

Another handy feature that is important to improve the user's experience and optimize your product page is the zoom-in function. Allowing users to hover over the image and getting a closer look is a neat little feature. This minor feature hastens the whole buying process and improves conversion.

15. Currency Converter

The goal is to have a thriving successful eCommerce business. That could mean crossing boundaries and cater to people from other places. Even your local region might be a tourist hotspot and require you to deal with different currencies.

Incorporating a simple currency converter on your product page can go a long way for optimizations. People won’t have to bring out their calculator to find the cost of the product they like.

16. Product Suggestion

Related products or product suggestions are a great way to encourage more engagement and upselling. Based on the customer's interaction with the site, presenting related items can motivate them into spending further.

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Even if that action is not immediate, it will create a pipeline for future purchases.

17. Product Reviews

How do we decide if the product we are viewing is good or not? We look for people who’ve had previous experience with it.

Reviews or Social Proof are great for dismissing potential customer's fear. First-hand experiences and testimonials work wonders for building consumer trust. It also encourages others to try it out.

18. Product Rating

Most of the times people won’t have the time to go through each and every review. Instead, they’ll look for ratings that quickly give them an idea about the experience of the users. Product rating is a type of badge that can highly improve the optimization of the product page.

The ratings can be displayed on Google to attract a maximum number of visitors to your product.

19. Updated Product Pages

Keeping your product pages updated is essential, both for visitors to your site and for ranking in Google. The price of products changes constantly. If your pages aren’t able to keep up with the changes, they’ll be discarded by all.

Continuously updating your product pages ensures that users are able to get the latest information regarding the product, pricing or shipment.

20. Q&A

Having issues during the buying process is nothing new. That’s why FAQ pages are for. But some issues require direct interaction with the store representative.
Either getting a dedicated in-house expert or installing a Chatbot to solve minimal issues is a great way for increasing user experience tremendously.

21. Linked to Official Pages

Most of the products available today have official pages or sites created by the manufacturing company. Adding the official link of the product to the page enhances its credibility.

Users are able to visit the website if they need to inquire further and gather more information.

22. Mobile Friendly

More than half of the total web traffic today comes from mobile devices. Google recognizes that and has introduced its Mobile-First Index update. As such, making your product pages mobile-friendly is of utmost importance. Ignoring mobile responsiveness will penalize your pages in SERP.

23. Consistency

There are many parts and pages in an eCommerce store. Consistency should be maintained throughout all of it. From design to content, no product page should be miles apart from each other.
Dissimilarity in pages will put off users and reduce the optimization of your product pages.

24. SEO Practices

At no point in time should the fundamental SEO practices be ignored. These are the building blocks to optimize your product page. It’s affordable and will sustain in the long run.

As the product pages are optimized for both people and search engines, SEO tactics will play a major role in ranking them higher.

Originally Published At thenextscoop.com

How To Optimize Your Product Page That Surge Growth and Revenue

Product pages are the heart and soul of your e-commerce store.

Think about it for a moment. All those emails you send, campaigns you create, ads you pay for…
Everything you do, in fact, is to convince your visitors to land on your product pages—hopefully, with an intention to buy.
But products pages are not really the end of the customer journey. They’re only the beginning.

As of Q3 2018, only 2.42% of e-commerce site visits converted into purchases.
So, if you’re driving traffic to your product pages, but it’s not converting into sales, this article is for you. Today, I’ll share 11 of my favorite product page optimization strategies used by top e-commerce brands. Plus, how you can easily implement them on your online store.

Make the Most of Customer Testimonials

When was the last time you bought something without checking how many positive reviews it got? Unless you’re an outlier, the chances are pretty low. According to research, almost 95% of online shoppers read customer reviews before making a purchase. The same study found out that displaying reviews on your site can increase conversion rates by 270%. Crazy, isn’t it?
Displaying customer testimonials on your product pages can drive a lot of sales. But how you display them can also affect your conversion rates.

Highlighting your favorite flattering reviews is one option. But there’s always something more you can do to guide your visitors.

1. Add Personal Details to Testimonials

To make the most of testimonials, display them in a way that visitors can get the most value (and help) out of them. One way to achieve this is to provide personal details of the reviewer.
This way, your visitors can more easily relate to the commenters and get a clear idea of the product. They don’t only display the reviewer’s username, but also personal details, such as location, gender, age, height, and weight, which may have an impact on how you enjoy the product. It also helps the reader develop a liking for the reviewer. Here, you can compare the commenters to yourself and decide if their comments are relevant to you.

2. Make Reviews Easy-to-Read

If you manage to get long and detailed customer testimonials, kudos to you. The more in-depth the product reviews, the more value it provides the reader. But let’s admit it: Not everybody has the time to read through all those long reviews. (Especially if they’re not about a complex or high-end product.) Sometimes, customers have a lot to say. And you should always let them speak their minds. Instead of cutting them short, find a way to make your reviews easier to read for the visitor.

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3. Leverage User-Generated Content

One of the coolest buzzwords of the last decade, user-generated content, is a great source of social proof. In a survey by TINT, 80% of the respondents agreed that user-generated content makes marketing more authentic—and authenticity is a huge driver of sales. 
In fact, Photoslurp found user-generated content is five times more likely to convert when compared with branded content.
Adding user-generated content to your product pages is not only a way of displaying social proof. Content created by your customers can also help guide your visitors better. Think of it as a more creative and visual type of customer feedback. It makes the reviews more personal and relatable. 

 Showcase Your Products 

Picture two online stores selling the same item: One with unfocused and blurry product pictures, and the other with clear and high-quality images. Which one are you more likely to buy from? I think I can guess the answer.
In online shopping, the inability to see the product with one’s own eyes is an obstacle for visitors. That’s when you need to step in and help as much as possible.
Displaying your products in a better and clearer way can improve conversions and decrease the likelihood of returns.
Here are my favorite ways to do this. 

4. Create Product Videos 

A video is probably worth more than a thousand words.

According to Google, almost 50% of Internet users look for a product-related video before visiting a store. Why not offer visitors a product video when they’re on your online store? Using videos is one of the most realistic ways to display your products. Whether it’s an explained video or a product close-up, it gives you a chance to describe the item as vividly as possible.

5. Use 360-Degree Product Images

I know, not all products are suitable for little runway videos or close-ups. Luckily, there’s always a smart way you can display your products in detail. And my favorite method is 360-degree product images. Well-written product descriptions can tell a lot, but 360-degree images can explain the product in a much quicker way (and from all angles).

6. Show Products In Action

Even if you can’t use product videos or 360-degree images on your online site, you can still find other ways to display your products in detail. One great way to do this is to show your products in action. Displaying your products in real life makes it much easier for the visitor to picture them. When you visit one of their product pages, you’ll see a “Size Comparison Tool” which allows you to compare the wallet to several items that you are certainly familiar with: Credit card, passport, key, iPhone or Dollar Bills. Knowing the struggles of online shoppers, Bellroy successfully solves this common problem and helps visitors picture the product in real life situations.

Provide Clear Shipping Information 

You got your visitors interested in your product with great customer reviews and creative visuals. They’re now in the next stage: Considering to purchase. There’s one huge element that influences visitors’ buying decisions at this stage and that’s shipping. According to a study by BigCommerce, shipping cost and speed are influential factors in determining where people shop. 

At this stage, visitors want to see clear and detailed shipping information. If they meet any bad surprises during checkout, they’ll most likely abandon their carts and never return. Here are two smart ways how you can provide better shipping information on product pages and how you can use shipping to increase revenue. 

 7. Give Estimated Shipping Dates 

When people shop online, they want to know when they’ll receive the delivery.And they want to get their items as soon as possible. Providing an estimated delivery date will help visitors make better and faster buying decisions. The more precise you are, the easier it is for visitors to know what to expect. Avoid using a confusing language, such as “2-5 business days”. Instead, focus on the date that they’ll receive the item. Be careful, though. Over promising can turn into disappointment if you fail to deliver on the expected date. One thing you can do to keep this in check is to ask for partial address information in order to provide a more accurate guess. 

8. Promote Free Shipping  

The two magic words of e-commerce: free shipping. Now, you know that shipping options are highly influential in buying decisions. So much so that 60% of consumers are likely to abandon their carts when free shipping is not an option. But free shipping isn’t just an incentive to complete the purchase. It also helps the customers spend more. In fact, in one retail study, 9 out of 10 consumers said that free shipping is the number one incentive to shop online more. Offering free shipping can increase both your conversions and average order value. But in the end, they both mean higher sales revenue. One thing you need to be clear about is how and when customers qualify for free shipping. 

 Instead of simply listing your shipping policy, give visitors more information. For example, add a little message on your product pages if the item they’re browsing already qualifies for free shipping.

Originally Published At sleeknote.com