Your product pages are arguably the most important pages on your website. They are largely (and sometimes entirely) what determine whether or not your customer leaves your store and never goes back again…or proceeds to click the “Buy Now” button.
So what can you do to optimize your product pages and get people to click that “Buy Now” button?
I’ve got a few eCommerce product page optimization tips that will help you to maximize your conversions…and sales.
1. Use High-Quality Images
This should probably go without saying, but you’ve got to have high-quality images on your product pages. You’ll probably need to hire a photographer to take photographs of your products, if you haven’t already.
You should also display your products from as many angles as possible: front, back, side, bottom…Show off all the little details of your product.
Show people using your product. Make your visitor get a feel for what it will be like to own your product. Show them how their lives will change for the better, like Fitbit does:
2. Create a Video
The importance of videos cannot be underestimated: Studies have found that videos can increase conversions by 84%-144%.
Not sure what type of video to create for your product page? You could create a video that demonstrates to users how to use your product (preferable if your product is difficult to use).
Or you could create an unboxing video, that shows your users exactly what comes with their order (ideal if you have a beautiful unboxing experience or many accessories that come with your product).
You could also create a behind-the-scenes video that shows the making of your product (especially recommended if you have a unique or commendable manufacturing process that you’d like to share with your customers).
3. Craft Detailed Product Titles
Good product titles will not only make it easier for your customers to find what they’re looking for, but it will also help for SEO purposes.
In your product title, you should include the type of product, along with any additional details about your product that people should know, like color, size and weight.
Amazon is known for its extensive, detailed product titles. Take a look at this one for instance: Sony WH1000XM3 Wireless Industry Leading Noise Canceling Over Ear Headphones, Black (WH-1000XM3/B) (2018 model).
It would be pretty hard to mistake that product for something else, wouldn’t it?
4. Create a Diagram
Many eCommerce product pages simply list all of the product features, one by one. Yawn.
Instead of boring your prospects to tears by listing off all of the features of your product, you could show its features through a diagram, like the handbag brand, Dagne Dover, does here:
It’s much easier to understand and digest all of a product’s features when they are laid out visually like that, wouldn’t you agree?
5. Sell Benefits, Not Features
On that note, your customers don’t really care about all the fancy features that your products have. They care about what your products can do for them. They care about how your products can change their lives for the better.
Now, that’s not to say that you shouldn’t share any features on your product pages. Rather, you should highlight the benefits of those features.
Take a look at what the mattress company, Casper does, for example:
On this particular product page, they mention features like “temperature regulation,” ‘high-airflow perforations,” and a “wool-infused cover,” and then they tell their visitors what problem those features address: overheating.
They go on to explain more features of the mattress, followed by the benefits:
So instead than just saying “contoured foam,” they say what the contoured foam does (“relieves pressure). They don’t just say “supportive gel,” they say how the supportive gel helps the spine. Lastly, they stress that the mattress is designed “for all body types,” in case their visitors have any concern about that.
You could also incite emotion by telling a story about how your product originated, like this brand does here:
Through that story, the brand makes it clear that this isn’t just any old duffel bag. There was real thought and intention put into the making of the bag.
Compare that to this bland, generic product description for a duffel bag on Amazon:
Which bag would you be more inclined to buy? My guess would be the former.
You see, that’s the power of selling benefits, not features.
Have I made my case?
6. Have a Clear Call-to-Action (CTA)
The last thing you want to do is make it difficult for your customers to buy from you. To that end, make sure that your call-to-action is prominent and attention-grabbing. It should be large, above the fold and the color should stand out from the rest of the page.
And the copy should be very clear and to-the-point. This is not the place to try and be cute or funny. Go with a simple and concise “Add to Cart” or “Buy Now” button, like so:
7. Anticipate and Respond to Questions & Hesitations
The more detail you can provide on your product pages, the better. Think about any questions that your customers might have and answer them. If you sell watches, for example, your customers will probably want to know if it’s waterproof. What’s the delivery time like? Don’t wait until your customers get to the checkout page to answer those questions…tell them right off the bat.
You could also let your customers pose questions on the product page itself and then answer them, like Zappos does:
If you sell shoes or clothes, then your visitors are probably going to want to know how the item fits. So tell them!
Zappos has a size chart and helps users calculate their size, as well:
Also think about any hesitations or objections that your customers might have about the product and then counter those objections. If your product has a very high price-point, then this becomes especially important, since you’ll have to justify the price to your customers.
Look how Casper does it on one of their product pages:
They know that the high price of their product is going to cause some hesitation in the buying process. So they address those hesitations by telling their prospects how they have a 100-night trial, free return pickup, free in-home setup and 0% APR with Affirm financial company. They reduce the buying risk to almost 0%; if the customer doesn’t like the mattress, they can return it hassle-free and get their money back.
Now from a buyer’s perspective, that makes it a lot harder to say no, doesn’t it?
8. Speak to a Very Specific Audience
If the goal of your product page is to appeal to everyone, then you’ll probably end up appealing to (almost) no one. A good product page speaks to a very specific audience, not to the entire world.
Check out, for example, Apple’s product page for their latest Macbook Pro. The page is incredibly long and comprehensive, answering any possible questions that their potential customers might have.
But not just any customer. On the page, they are speaking specifically to graphic designers. They emphasize how the computer will increase productivity and help workers get their work done faster. They talk about “eye-opening graphics performance” and mention how the computer integrates with various designer tools, like Final Cut Pro and Photos:
Apple isn’t trying to appeal to everyone here. They are trying to appeal to a very specific type of professional. And that makes the page that much more powerful.
9. Recommend Related Products
Sometimes, I will go on Amazon just to find related products to the product that I’m interested in. So if I read a good book or watched a good movie, I will see what additional suggestions Amazon has for me.
See how it works, for example, on the product page for the book, Sapiens:
In the “Frequently bought together” section, Amazon bundles several books together, helping to increase average order value. Then below that is the “Customers who bought this item also bought” section, so users can check out related items to Sapiens.
In conjunction with cross-selling and upselling, showing related products can be a very effective way of increasing conversions and average order value. Just make sure that you add any related products to the bottom of the product page (below the fold), so that it doesn’t distract your visitors from the product you’re trying to sell.
10. Show Reviews
There’s no denying the importance of reviews: 97% of people read reviews before buying. And nearly half will only trust reviews that are at least four stars.
Add a star rating review of your product above the fold and near the product title for people who don’t have time to read all of the actual reviews, like Andie Swim does here:
Then below the fold, you can add all of your reviews. Andie Swim even lets users filter the reviews based on what they’re interested in reading more about:
So what can you do to get reviews if you don’t have any yet? You could start by sending people your product (or a discount on your product) in exchange for a review on your site.
If you get a negative review, make sure to contact the person who left a review, thank them for their feedback and try to rectify the situation. Then once your customer is satisfied, kindly ask them if they will update their review (making sure to link them to their review to make it as easy as possible for them to edit it).
11. Add User-Generated Content
User-generated content, which is content that is posted by your audience, is like free marketing for your business. 92% of consumers trust user-generated content more than they trust traditional advertising. For that reason, adding user-generated content to your product page is a surefire way to increase trust—and conversions.
The beauty brand, Vanity Planet, shows user-generated content at the bottom of their product page, just before the reviews section:
To get more user-generated content, you could create a contest or hashtag campaign. Consider investing in high-quality packaging, and create an unboxing experience that your users will want to share on social media.
Summing Up: eCommerce Product Page Optimization
So there you have it. If you follow these eCommerce product page optimization tips outlined above, your conversions are bound to go up.
Make sure that you put the CTA, along with the most important information and images, about the fold. Let your users scroll down for things like related products, user-generated content and reviews.
What’s important is that you find ways to build trust on your product page. Tell and show them why they should buy from your brand…and not your competitor. Anticipate and respond to any questions and objections you think they might have.
Finally, keep in mind that your product page should never be considered final. You should be continually optimizing and testing to see what resonates most with your potential customers.
To recap, here are 11 eCommerce product page optimization tips that I recommend you test out:
- Use high-quality images
- Create a video
- Craft detailed product titles
- Create a diagram
- Sell benefits, not features
- Have a clear CTA
- Anticipate and respond to questions and hesitations
- Speak to a very specific audience
- Recommend related products
- Show reviews
- Add user-generated content
Got any eCommerce product page optimization tips that you’d like to add to the list? Share them with us in the comments below. And if you need a little help optimizing your product pages, get in touch. From our results-driven eCommerce marketing services to our custom WooCommerce website design, we offer a range of services that will help you make your product pages the very best that they can be.