The eCommerce industry is growing at a rapid rate. Still, many brands are struggling to boost sales and conversions of their eCommerce store. Because most of these eCommerce brands optimize their checkout and cart pages but do not focus on their product pages. If you are an eCommerce development business owner, then you should know that majority of buyers don’t make their way to cart or checkout page. Because they tend to leave from product pages itself, which affects the conversion rate negatively.
Let’s first understand how eCommerce conversion works. Suppose, you have got 100 visitors on a product page. Out of those 100 visitors, there will be only 2 to 3 visitors who will go with the purchase. More than 95 visitors won’t proceed to checkout. They either leave the site or go to your competitors’ site. Why?
Because most of the buyers decide whether they want to buy or not during their visit on to product page on your site. So, it is a must for eCommerce store owners to optimize their product pages for a high conversion ratio. It doesn’t matter how well your brand’s marketing strategy is or how much traffic is coming in, but it won’t make much in sales and revenue.
All because your product pages are poorly optimized. Therefore, we have prepared this guide for you on how you can optimize your product pages for the best conversion rate in the eCommerce industry. The following are 7 ways to boost conversion on your eCommerce product pages.
- Analyze Product pages on Your eCommerce store
Take your time and analyze your eCommerce product pages and its various elements. Analyze how they perform by integrating various analytic tools like Google Analytics, Hotjar, etc. Identify and note down those areas where customers often leave or behave otherwise and need optimization.
Also, check the following things on product pages that could affect the conversion rate.
- The loading speed of the page should be optimum and between 2-3 sec.
- Attract your customers with visual graphics and classy page design.
- Provide proper and sufficient information that helps your customers to make a purchase decision.
- The quality of product images is important for customers to decide whether to buy or not. So, compress images in a way that the quality of the images is not compromised and also does not affect the loading speed of the page.
- Provide a great shopping experience to your customers.
If anything is missing from your product page, then you need to optimize it to make it a better one that converts.
- Impress with Images and Videos
The images and videos are the first things anyone will look for on your product page. Interested customers will carefully look at all the images and analyses each and every detail of the product from those images.
Therefore, the quality of the images should be great. High-resolution images are good but they tend to decrease the loading speed of the page, which by the way is of greater concern. But there is one thing that you can do and it is to compress images up to a size that does not affect loading speed and the quality of the image is also maintained. Also, upload images representing multiple angles of the products. Because more than 33% customers want to see more than one image of the product before they make a purchase.
You can upload images with a 360 view of the products, which may help you to convert more customers. Also, videos may help present a product in action, which can be great for visitors. And all these kinds of media files provide a more detailed view of the product, which makes your customers visualize the product in use. This is important for customers so that they can make a more informed buying decision. All these can help increase your conversion rate drastically.
- Describe the Product in Detail
Images are a great way to lure customers on the product page but it also need detailed specifications and information about the product. Write high-level product descriptions that contain all the features and benefits of the product. Write as detailed product descriptions as possible. Because it will be the most important factor for almost 88% of customers who consider it before buying from you.
A good example of a product description should contain the following things,
- A descriptive product title
- All the benefits and features
- Informative product description
- Warranty or guarantee details
- Appropriate price of the product
- Product material
- How to use product
- Maintenance instructions
- Product size, dimension, and capacity
Your product description should have a personal touch with polite use of language that makes your customers to engage with your eCommerce store. Describe why it’s better than others. And also, it should be optimized for search engines. And for that, you have to research a few keywords that customers use to find a product on search engines like Google and insert them into your product’s description. It will allow your product to rank high on SERPs and ultimately boosts your conversion rate.
- CTA is Important
CTA means Call-to-Action, which is another factor that affects your eCommerce store’s conversion rate. Your product pages should have a clear and understandable call to actions like “Add to cart”, “Buy Now”, etc. These call to action buttons clearly tells your customers to buy. Don’t try to be fancy with this because it might confuse customers and they may leave your site forever.
Also, the color of the CTA button is very important. Most eCommerce experts advise going with red because it stands for urgency and tricks customers to take immediate action. But it is not true for every case. Use the color that goes with the theme and is highly visible on the product page. For that, you have to do A/B testing and find what color for CTA buttons work best for you.
- Optimize Your Product Page for Mobile
Mobile commerce or m-commerce is another thing that is going to affect the conversion rate. Mobile commerce means customers who shop from mobile devices. As per the Statista report, around 53% of the global traffic on websites come from only mobile devices. Also, in the US, more than 96% of people have engaged in online shopping. Out of which 82% have used mobile devices for eCommerce. And Google has rolled out an update in which they have announced mobile-first indexing. It means that mobile-optimized websites have a chance of ranking high on SERPs.
Therefore, if you do not optimize your website for mobile, then you are set to lose a lot of traffic, conversion and potential revenue. The benefits of optimizing your website are immense. It improves the overall mobile shopping experience of your customers. Mobile devices provide ease of buying anything at anytime. And the checkout process will be faster than usual due to integration with eWallets. Also, a mobile app converts users better than a website optimized for mobile. So, think about investing in an app for iOS and Android.
- Include Product Rating and Reviews
Product reviews and ratings are of course important when it comes to optimizing your eCommerce store’s product page. They represent a trust factor about a product your customers are looking to buy. So, the higher the number of reviews and ratings you have on your product page the higher the chances of customers buying. Reviews have become like a personal recommendation for online shoppers. Therefore, 85% of people trust and look for reviews before they purchase a product.
People often want to know what other customers feel about the same product they are about to purchase. And adding social proof in the form of reviews helps them to make a better informed buying decision. But some people can’t write anything, that’s when the rating feature comes handy. The star rating of the product also influences people to purchase the product, which can also boost the conversion rate for your eCommerce store.
- Up-Sell and Cross-Sell Relevant Items
The eCommerce giant like amazon doesn’t miss the chance of the up-selling and cross-selling other relevant products on its product page and so you don’t have to miss that too. Although product pages should be optimized to sell the product on that page, but up-selling and cross-selling are one effective tactic you can implement on your product page. With up-selling and cross-selling, you can recommend items that are frequently bought together or the product that goes with the current product purchase. For example, a case or a headphone goes well with the mobile phone. So, take advantage of this as well and increase your conversion rate.
You spent a lot of your time, effort and money to bring in the traffic from all the available sources. But all will be in vain if you don’t optimize your eCommerce store’s product page that can boost conversion rate significantly. To optimize your product pages, you can use the above tips or you can consult as eCommerce expert as well. An eCommerce expert will explain more advanced tactics and techniques that promise a high conversion ratio.