Ask any e-commerce startup and you would know that improving product page conversion is their topmost priority.
Product pages are the most important page for any e-commerce business. They drive sales and decide the bottom line for any company. That’s the place on the entire e-commerce website where customers not only take buying decision but in fact take actual steps to complete the sales process. Therefore the value to the user has to be the strongest on this page. In a nutshell, the product page is responsible for making sales. The poorly designed product page is the biggest catalyst for failure. Likewise, thoughtfully designed and well-optimized product pages are the recipe for success.
Here we have rounded up best practices that can skyrocket your sales figures if done correctly.
The title of a product has to be attractive and click-worthy. It is after reading the title that the shopper makes their mind to click and land on the product detail page from the product list page or the other section of the website. Not to mention, if the product title is not attractive, no one is going to click and reach the product detail page. Product title has to be optimized from the SEO perspective also.
Source : Myntra
Product images can make or break e-commerce conversion rates and that’s the reason why you will find highly successful e-commerce stores displaying multiple images of the product from different angles. The reason is simple while buying online, shoppers don’t have the luxury to hold the product in their hands and feel it. Therefore, the bare minimum any e-commerce store can do is to provide enough images so that people can see things before they buy them. Here you will have to make sure the images you use rocks. Use large, high-quality large images with multiple angle shots. Mall.cz, in a study, tested larger images on their product pages and saw a 9.46% increase in sales. Here are some of the things to keep in mind - Product image should have a clean and consistent background to stay away from any clutter. Edit image lighting, contrast, and saturation to make it an amazing image. Give consistent padding around the image. Include some image that shows the context of the product such as people wearing jewellery. This will help shoppers understand the scale and size.
This is also an extremely important feature on a product detail page. Since people don’t get the opportunity to hold, see and feel the product. Image zoom facility will facilitate shoppers to view the fine details of the product. Most of the top e-commerce website including Amazon, Flipkart and Snapdeal are doing a great job in terms of offering high-quality zoomable images from alternative angles.
Recent studies have found that 90% of customers form their buying decisions based on online reviews. The study also revealed that at least 88% of customers trust online reviews and regard it equivalent to personal recommendation. Therefore it’s extremely important to check for yourself how adding reviews to your product pages can affect your conversion rates.
In a similar study by Express Watches, the conversion rate to sale observed a dramatic jump to 58.29%, when they added customer reviews right into their product pages.
It is no brainer that recommending related products is a great way to increase your average basket value and the conversion rates. But there is more to it. The sales can be taken to entirely next level by personalizing the recommendation option based on user preference and historical purchase data. Smart Insights conducted a study where they found that average site conversion rate jumped up to 332% on Millets.co.uk and 277% on Blacks.co.uk websites when the visitor was given the option to select personalized product recommendation.
Unlike other pages on your website, the product page should not contain a lot of text. That means you have to make every word on your product page count. Use micro-copy on your product page to build on an idea or create a unique feeling for your website’s language, instead of simply doing the copy-paste job of putting your product’s (boring) features. This will make you stand out from your competitors. Write a microcopy that will make the user excited about your product.
Provide answers to as many questions your users might have before it even clicks their mind. Shoppers will have a different set of questions for every product. However, there are some common questions that are applicable to all products sold on your e-commerce website. Some of the most common questions people often have to include:
Make sure information pertaining to these questions are available on the product page. Let not the users look for help on a different page and leave the funnel.
The first and foremost goal of your product page is to sell. The purchase funnel starts from the product page and continues to the “Add-to-cart” and ends with the final step of payment. If users are not clicking the “Add to cart button” for any reason, the purchase process is not starting. The reason a visitor is on the product pages is that he or she wants to buy the product.
The best you can do to help the shoppers is to make the “Add to cart button” noticeable. If the users find it difficult to locate “Add to cart button” and simply forget their purpose to be on the product page, you will miss out on a lot of sales. A good button is the one that is easily noticeable or to say, pops-out to the user’s eye.
Have your “Add to cart button” prominently located and displayed above the fold. The format should be large, and of visible size and with a contrast colour to the website’s colour plate. You may also need to do some research in your niche since certain colour works best for a certain niche. In general, it is observed that orange and green buttons work best. However, conduct A/B test to find what works on your website and on your buyers.