by Andrew Maff, Director of Marketing and Operations for Seller’s Choice
Traffic is an important part of any eCommerce business. You cannot build and grow your brand if people do not visit your pages.
But traffic and page visitors are not enough. If you are not converting the majority of this traffic to paying customers, you are leaving money on the table.
In all likelihood, people will visit your product page because they are already interested in the type of item you are selling. The design, layout, and content of your product page will all work to convince these potential buyers that you are the brand to buy from.
If your analytics are showing a decent amount of traffic volume but your conversions, and therefore your profits, are lower than they should be, there are a few things you could try to remedy the situation.
Adding these following 5 things to your product page will not only make the page more attractive and engaging, these things will increase conversions about boost your sales.
The most successful ecommerce businesses are the ones that capitalize on their traffic, converting new visitors into much coveted repeat customers!
Here’s everything you need to know to increase your own conversions, stay competitive, and grow your bottom line.
A Clear Call To Action
The primary goal on your product page is to convert a sale. To do that, you need to call customers to action.
It may seem simple but many stores fail to properly capitalize on this very effective mechanism. If you are not converting a lot of sales, this is a great place to start trying to turn things around.
Do not get fancy with your call to action. There is no need to make it long, or flowery. A simple “Add to Cart” or “Buy Now” will do the trick. Keeping it clean allows for easy navigation through your page. Potential customers do not like to have to look for the place to buy your product. If you make them work too hard for it, they will just go somewhere else. Do not clutter the button or the area around it; remove any and all obstacles to the click.
A call to action works to prompt visitors to do the one thing you most want them to do. It gives uncertain buyers both the encouragement and permission they need to actually make the purchase.
High Quality Images
Top shelf, professional quality images are a must for any product page. When selling in the eCommerce space, customers do not have the opportunity to handle your product. Without the ability to touch or try it in person, pictures carry extra weight.
Straight up product photography is important. Potential buyers need to be able to see what your product looks like, but they also need to see how it works. Try to tell a story with your images. Share photos of the product in use. This will create the experience in the mind of the viewer and allow them to imagine themselves interacting with the product. Doing this is particularly important if your product is incredibly unique or difficult to use/understand. Showing visitors how to use your product may help clear up any questions or concerns that can crop up before a purchase.
Use your images to highlight the unique features of your product and allow viewers to zoom. Let them look over every inch; it provides peace of mind in the absence of the actual product.
Do not forget to link any product variants to an image. Variants, like colors or scents — especially the ones with creative names, should be linked to an image. It is not always clear to customers what the variants actually are without some sort of visual representation. Visitors are more likely to buy a product they understand.
The Right Copy
Having the right copy on your page is more than just having well written, grammatically correct text. It means making sure that that text fits your brand, your product, and your audience.
To maximize the effectiveness of your copy, it is important to hit as many parts of your audience as possible. Some people visiting your page are bound to be well versed in your product, while others will be less informed. Your copy needs to contain enough technical detail to satisfy the expert while also being accessible to the average visitor. The tone is key here. It is important to strike the right balance. You need to educate and present as a thought leader without being condescending or inaccessible.
It is crucial that your product page contains enough product details to match your price point. The higher the price, the more information you will need to provide. If you are unable to justify the price, you are unlikely to convert a sale. For products of particularly high quality or complex construction, this means pointing out the details of the innovation or craftsmanship that has gone into producing it. Make sure the customer knows that in this case, paying more means getting more.
Make sure that your personality comes through at all times. It is easy to sound robotic when you are only listing measurements and specs. If it is boring for you to write, it will be boring for your customer to read. It is all well and good to present clear and straightforward information, in fact, that’s a good thing, but it is also important to be engaging. Be human. Think of the way you would talk to your friends about the product and go from there.
Try adding video content to enhance your copy. If you have a hard to explain product, a video may be the best way to distill the information into a digestible package while also being entertaining and inviting.
Add Social Proof
When it comes to converting online sales, customer reviews play a large role. When people are sitting on the fence about making a purchase, these reviews give them the “real” information they need to feel comfortable buying from you.
It adds a layer of trust. If you have made good on other orders, it stands to reason that you would also make good on their purchase. For people who have not encountered your brand before, it gives you credibility.
Do not just include starred product reviews, although those are great, get creative. Encourage buyers to use social media to post photos of themselves with your product and tag you in it. Embed those images on your product page. Use your existing, satisfied, customers to help convert and create new ones.
Include Your Brand
It is important to brand your product pages. It adds to your legitimacy in the minds of people who are new to your brand.
Keep in mind that you do not know how people are reaching this product page. They may find you through a social media post, an ad, a product mention, or some other type of referral. All of these different traffic sources mean that your visitors may never make it to your homepage or see your brand story.
Branding your product page helps to paint the right picture and show visitors who you are. Put your personality all over it (while still keeping it tidy and easy to navigate!). Knowing who you are puts customers more at ease and encourages them to purchase more. Be tasteful and consistent with your other branded pages. Do this properly and your visitors are more likely to stay and browse a while.
By making these changes to your product page, you help to distinguish yourself from your competitors. Your page will not only look better, it will be optimized to better address the needs and concerns of your potential buyers. Putting the effort into your product pages will increase your conversions and establish you as the source in your market space.
This is a guest post by Andrew Maff, Director of Marketing and Operations for Seller’s Choice, a full-service digital marketing agency for e-commerce sellers. Seller’s Choice provides uniquely personalized marketing and managed services for digital marketplace sellers, e-commerce merchants, and brand builders worldwide. You can learn more by emailing firstname.lastname@example.org or visiting here.