Product pages are some of the hardest working properties on your site. By the time a customer has landed upon a specific product page, they’re displaying real interest in the item and every element of their experience should be optimized to aid a conversion.
How to achieve this? It’s a balancing act. Pages should be informative, but not crowded. Interactive, but not overwhelming. Let’s take a look at some of the elements that can combine to help produce product page perfection.
1. Comprehensive Product Imagery
Products should be clearly portrayed with multiple images, giving a faithful representation, views from several different angles and clear depictions of all variants. Beyond conveying the physical appearance of the product in question, more elaborately styled lifestyle images can be helpful in letting customers visualize their own use of the product, amping up the desirability factor.
2. Rich Content
Rich digital content such as video files can provide a huge amount of additional context, information and inspiration. The focus of such content can either be to educate (for example, a product demonstration) reducing the burden that customer support teams may experience or to motivate, painting a deeper and more contextual “lifestyle” focused picture of the range of function and relevance a product might have to a customer. 84% of consumers in one survey were convinced to buy a product or service after watching a brand’s video.
3. Social Proof / Reviews
A powerful factor when it comes to increasing conversion, social proof – that is, the confirmed approval of our peers – can go a long way towards increasing trust and purchase confidence in our target audience. Nearly nine out of ten (89%) consumers worldwide make the effort to read reviews before buying products.
4. Product Attributes / Specs
From size through to material, it’s important to clearly and comprehensively lay out all product attributes and specifications on every product page. Not only will this make life easier for your customer support team, who’ll sidestep the need to respond to endless related inquiries, you’ll also enhance customer satisfaction, by providing all information in an upfront and accessible manner, removing impediments to conversion. Accuracy is crucial here – leverage a reliable content management system to ensure you’re pushing the correct information to every sales channel.
5. Well Written Description
Also referred to as romantic copy, your product description should do more than simply describe the product in question. It needs to sell the potential and opportunity that your product represents to the purchaser. From the problem it will solve through to the emotions its use might inspire, your product description should do more than present a few carefully selected keywords – this is your opportunity to help a customer assess the suitability and desirability of the product in question.
6. Clear Product Name
It’s best not to get too clever with your product naming conventions. By keeping product names clear and informative, you’ll help your customers come to quicker conclusions, at the same time as helping search engines to better understand your product’s offering, whether you are selling white goods, pine furniture or car warranties.
7. FAQ / Community Support
Help your customers help themselves by providing an easy array of “self service” information in the form of frequently asked questions. You could also consider leveraging your community of preexisting customers to act as an unbiased but experienced panel, giving their opinion on your products when asked by curious shoppers.
8. Bundled / Suggested / Personalized Products
It’s best not to get too clever with your product naming conventions. By keeping product names clear and informative, you’ll help your customers come to quicker conclusions, at the same time as helping search engines to better understand your product’s offering.
9. Live chat / Support / Chatbot
People often turn to ecommerce for convenience and speed – so the last thing they want is to be kept waiting for answers to questions that are holding them back from making a purchase. A live chat function, whether human or chatbot powered, enables quick resolution to queries, and removes barriers to purchase. Studies have shown chat leading to a 48% increase in revenue per chat hour and an impressive 40% leap in conversion rate.
10. Clear CTA
Finally, be sure to leave no room for error when it comes to conversion. Signpost your add to cart or basket functionality clearly and consistently across all product pages.
