By Alycia Gordan on September 12, 2018 in eCommerce Design
Are you ready to redesign your e-commerce website’s product page? Are you looking for ways to increase your conversion rate? Keep reading to learn how you can optimize your product pages for maximum conversions.
An average e-commerce website’s conversion rates hover around 3%. In most cases, it can be difficult to convert your visitors into customers. Your website might need several redesigns before you find the right combination to achieve your conversion goals.
But first, let's start by understanding the meaning of conversion – the definition of which often varies from business to business.
What is an online store conversion rate?
A conversion rate is defined as the percentage of visitors that land on your website and complete the desired action. It begins with identifying your long-term goal so that your conversions align with your business goals.
Another way to calculate an e-commerce conversion rate is to look at the percentage of visitors who successfully bought something from your online store within a given period.
However, several other metrics can be used to measure the success of your e-commerce website. Here are few of them:
- A purchase
- A user adding products to her shopping cart
- A user adding items to his/her wish list
- A user who signed up for your email newsletters
- Social media shares
- Any other KPI your organization finds useful
How to optimize your product pages for higher conversion rates
Now that we know what conversion is and which metrics can be used to determine your e-commerce website’s conversion rate let us step forward.
Website pages play an important role in optimizing your e-commerce website. Out of all these pages, your product page sets the stage for that ultimate moment when a potential visitor converts into a loyal customer.
Most e-commerce website owners fail to realize that the product page is the most important platform that can make or break a conversion. After all, crucial decisions are made on the product page, and this is where a user decides whether to checkout or abandon the cart.
With a little bit of customization and professional software, you can optimize the conversion rates on this vital page. Here a few proven tactics that can help you achieve instant improvements:
1. Use creative and high-quality images
Let’s be honest; online shopping is a gamble. Images are the only thing that shows people what they are getting in exchange for their money. Therefore, it is one of the most important elements that can get a visitor to convert.
Images are the key to increasing your e-commerce website’s conversion rates. In fact, it is a secret conversion optimization tool that can literally cause your conversion rates to skyrocket overnight.
Make sure that you use super high-quality and multiple images for each of your products. Give your users options to zoom in so that they can really go in and get the feel of the material and other details. If you’re selling jewelry, show women how they’ll look when they invest in a statement piece from your site.
Offer various options to your customers when it comes to exploring the products via images, such as 360-degree rotating images. DueMaternity.com, an e-commerce website for moms-to-be and new mothers, boosted their conversion rate by 27% after introducing this simple feature.
(You can also add videos – more on that later)
2. Improve product descriptions
After looking at the product image, a visitor will head over to the product descriptions. So, make sure that you create a great sales copy that provides value and all the right information to help a customer make a decision.
Provide an easy-to-read summary for the window shopper and a detailed one for serious ones. A good product description contains loads of information. Don’t fear long product descriptions. Potential customers will read it all to ensure that they are spending their money in the right place.
For example, take a look at this product description from Home Depot. The top of the page has a few bullet points that summarize the essential features of the product and a longer description is mentioned at the bottom of the page.
Warning - do not copy the descriptions from the manufacturer’s website. It will cause your SEO to drop and will fail to attract customers. Add a personal touch to your descriptions that can help your customers connect with your brand.
3. Add product videos
Many e-commerce website owners don’t realize the potential of a product video. You don’t have to spend a fortune to make them.
A great tip is to collect user-generated content. Not only do user-generated videos showcase your consumer base, but also act as a product testimonial video that shows off the product they’ve bought from your website.
In short, images are great, but videos are even better. According to research by Treepodia, videos are a great way to increase engagement and ultimately increase conversions.
4. Offer a live chat option
Remember, people will not buy from your website unless they can trust you. Showcase your contact info clearly on the front page and add a live chat option on every page. According to a survey, 44% of online consumers said that they needed assistance in the middle of an online purchase.
Many businesses are seeing a huge increase in their conversion rates after adding the live chat option to their websites.
For example, online apparel retailer ScotteVest saw a 25% increase in conversions after adding a live chat feature. Live chat even increased Backcountry’s conversions by 15-20%. These figures should motivate you to add a live chat option to your e-commerce website if you haven't already.
5. Add user reviews
Another great way to increase your conversion rate almost instantly is to add user reviews and ratings next to the products. According to an online survey, 88% of consumers trust online product reviews as much as personal recommendations.
For example, if you run a website that sells leather products like the leather skin shop, encourage your customers to share pictures and videos sporting their genuine leather jackets.
In fact, when consumers come across user-generated videos and reviews, brand engagement levels increase by 28%. So, get your customers to leave honest reviews of your products as it will make your website stand out from the competition and will definitely increase your conversion rate.
We hope this article has given you some insights into some creative ideas to optimize your product pages so that they can increase your website’s conversion rates. However, remember to conduct A/B testing so that you know that your conversion graph is heading upwards and not the other way around.
If you have any other suggestions for product pages that can help increase a website’s conversion rates, please comment below. We would love to hear your ideas.