If you run an eCommerce store, your product pages will be vital to your company’s operation. These pages will convert your visitors into customers and enhance your bottom line.
Fail to choose the right product pages, and you could miss out on endless sales.
Though most companies spend a lot of time and effort building the perfect websites, many of them struggle with that final interaction on the product page.
They focus all of their attention on their online marketing campaigns and leave their product pages with just a few lines of text and a blurry image.
So, how can you eliminate the product page problem once and for all?
The following tips will help.
1. Optimize the Design
First things first, your product pages need to look incredible.
Often, because business owners aren’t 100% sure which features drive the most sales on their product pages, they make the mistake of cluttering those pages with endless pieces of text, buttons, and graphics.
However, most customers are looking for product pages to get straight to the point.
While that doesn’t mean that you should ignore important elements, like reviews, CTA buttons, and in-depth product images, make sure that the page doesn’t overwhelm the user.
Ensure that the product is in the spotlight from the moment that your customer clicks into the page.
A set of professionally-taken product images can help with that.
Ensure that there’s plenty of white space and that the page flows naturally so the customers can see what they need to do next to make a purchase.
2. Get the Copy Right
Content is one of the most valuable things you have on your website. Crafting the correct copy for your product pages will help to increase your chances of customer engagement and conversions.
Remember, you need to do more than just place your eCommerce keywords on each page. Your product descriptions need to highlight the benefits of your items to your audience.
Whenever you produce a new product description, focus on using it to show your customers how your solution will make their lives easier.
Try to provoke some emotions by showing your clients that you understand the issues they’re trying to overcome.
Before you publish anything, take the time to double-check your content for grammatical errors.
Spelling errors and mistakes on your product descriptions, while innocent, can convince your audience that you’re not trustworthy.
3. Use Social Proof
88% of consumers say that they trust reviews they read online as much as a personal recommendation from a friend or family member.
Wherever you go shopping online these days, there’s a good chance that you spend at least some of your buyer journey checking out what other people have to say about the product.
It’s easier to trust in an item when you know that other people have had a good experience with it.
Because of this, business owners need to consider how they can leverage as much social proof on their websites as possible. Review sections where customers can leave comments about your products are a good start.
Implement star ratings for people who want to say something about your product, but don’t have time to write out an entire comment.
Remember, you’re bound to get some negative reviews on your products from time to time. When that happens, don’t just sweep the issues under the rug.
Respond to the comments and show your audience you’re taking steps to rectify the problem. This will help you stand out as a more trustworthy company.
For instance, if your customers complain that they purchased an item just to learn that it was out of stock, you can tell them that you’ve recently improved your inventory management strategy to prevent the same issue in the future.
Then, make sure you take action to prevent this from happening again. Learning about inventory optimization will help you make informed decisions.
4. Try CTAs and Sharing Buttons
Clear call-to-action buttons have always been a valuable part of any product page. Unfortunately, a lot of companies struggle with finding the right buttons to use on their pages.
The first step is making sure that your CTA is clear. It must stand out from the rest of the page and make it clear what you wish the customer to do next, such as “Add to Cart.”
The only other buttons you should have on your product page at the same time as a CTA are the social sharing buttons. These should be smaller and elsewhere on the page.
The role of social sharing buttons is to help you take advantage of word of mouth marketing.
It could even be helpful to place your social sharing buttons on the “Thank You” page after your customers have made a purchase. That way, they’re not distracted on the product page, but they have an opportunity to share their purchase with their friends.
5. Make Sure Your Page Is Mobile Ready
Finally, if you want to ensure that as many people as possible are buying your products, then you need to give them the opportunity to make purchases through a channel of their choice.
Today, most customers are researching and buying products online from their smartphones. Smartphones are quick, convenient, and easy to use. They’re also ideal for those of us who are always on the go.
Your product pages must be just as easy to use on a small screen as they are on a large desktop. Since Google is now prioritizing mobile search and user experience too, you may find that optimizing for smaller screens also helps you to rank higher in the organic search results.
Make the Most of Your Product Pages
Your product pages are one of the most valuable tools that you have on your eCommerce site. If you’re not making the most out of your product pages, you could be leaving crucial profits on the table.
These pages have the power to grab the attention of your target audience, convert them into paying customers, and keep them coming back for more.