Conversion: How to design your product pages to increase sales

It’s a game of nano-seconds for winning or losing – your customers’ interest; where hitting ‘Buy’ is an all-too-common purpose amongst sellers. Remember the phrase

“First impression is everything”!!!

To attract your customers, a well-designed product page is a turning point for your e-commerce website. Why? Because they provide buyers a clear picture of your product – so they can decide, if it’s good for them. This technique combines captivating design with informative content, to deliver a digital experience that makes clicking ‘Add to cart’, irresistible.

In 2018, an average e-commerce conversion rates are 1% – 2%. Even if you are doing everything right, you can still expect to win the sale around 2% of the time. A 2%+ conversion rate should be the baseline goal for your online store. Now, how to hit your boost sales? Well, firstly stop seeking for a magic formula and

Start with the handy list of 9 easy ways to make your product pages stand out.

Start with Storytelling  

We live in a visually driven world, if you want someone to remember your Product Page –tell a story. Since kindergarten, human brains are far more engaged in storytelling than in a list of facts– it’s easier for customers to remember stories. Design your product pages in a conversation style. Plan locations, rows, and columns symmetrically. And while covering this facet, there is another element that can drive your point ‘home’ even more.

  1. Use attractive Product Images

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That’s because visuals add an awestruck component to your storytelling that text cannot speed. Images attract attention. 92.6% of consumers have said attractive visuals had the biggest influence on their decision to buy.

According to research compiled by 3M, visuals are processed 60,000 times faster than text. When shopping online, high-quality photographs are the only tangible representation of the product, so it’s your job to assure captivating product image presentation in the best light possible. To obtain this, add high-resolution photos, taken on either a DSLR camera or smartphone. Invest in proper lighting, Avoid using filters. For consistency, use a white background. This all can lead ‘a product journey’ from “meh” to “wow” with a positive impact on customers. For more, use big images for clarity, with an option to zoom. Include photos of the product from every single angle, and consider demonstrating how other people use it in real life. Also, remember to optimize your images for a better page speed and SEO. The goal is to help the customer imagine the product being a part of their life.

  1. Apply Product Infographics & videos

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 Presenting data in a visual way has been proven effective for a long time. Now, Images aren’t the only way to get in on the visual action. Many leading e-commerce businesses use product infographics & videos, for better conversions. They help users to experience demo and encourage engagement on their site. According to the New Yorker, from the time when Abraham Lincoln often referred to a southern states map that “bore the marks of many services” and also reflected the number of slaves who lived in each county, was a constant source of reflection for the President. In the past five years alone, searches for infographics have increased 25 times.

According to research by Animoto, 96% of consumers find videos helpful to purchase an item online. Also, 73% of adults in the U.S. purchase a product after watching an informational video about it. These days’ videos help in growing your audience, with metadata securing better search rankings and indexing. In fact, video can improve your odds of a front page Google result by 53 times. And the best part is – It’s easily shareable on social media.

  1. Creative Product description:

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Which of these sounds more appealing? This…

These slippers will keep your feet comfortable all day long. They’re made with 100% rubber and processed in an eco-friendly facility.

Or this…

Looking for the comfort of royalty? These 100% rubber sleepers are the epitome of bliss. Never again walk up with a sprained feet or tired legs under the sky.

The second one is better right? It is rightly said, content is king! If your content is engaging and appealing, your customer will stay, no matter what. While writing always remembers the two C’s for product description: Creative and Conversational. Highlight your description with the benefits and features. Also, include bullet points for an easy read. Combined with keyword-centric copy, this can help you rank higher in search results. But avoid overusing keywords at the same time to keep it interesting.

Product descriptions that are concise, scannable, and use plain, neutral language, have 124% better usability. If your online store has thousands of products, it can be challenging to come up with a unique description. But if you don’t, you might miss out on sales – and a top search ranking. In fact, Google could penalize you for duplicate content and knock your site down the list. Oops!

  1. Well placed Call-to-action:

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A clear call-to-action (CTA) helps your customers check out quickly. This should be a button in an eye-catching color, as this brings in 45% more clicks. While designing always consider color psychology in CTA. Play with colors and influence customers’ mind.

For an e-commerce company, ‘Red’ triggers action. If you’ve already primed someone to buy with appealing designs, then your Red ‘buy now’ buttons would do the rest. For instance, 85% of shoppers say that color is their primary reason for buying a product. And 66% of people won’t buy a product unless it comes in their preferred color. Therefore, colors intrude customers’ zeal during purchasing.

For boosting conversion rates with CTAs, the button should grab attention and spark a sense of urgency, with copy like ‘Buy Now’ & ‘Hurry’ to generate more clicks.

  1. Take Customer review seriously

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 Only Customers can understand other customers.

Customers are eagerly looking for reviews, after singling out a certain product; their final decision is put on hold until they look up the reviews. They might at times, become Sherlock Holmes to find an error. It’s true! Today 63% of customers prefer to buy from e-commerce sites with product ratings and reviews. For building confidence, trust and convey transparency in your products, keeping a review section is mandatory. Plus, positive reviews convert more customers and boost sales.

To collect reviews, start sending personalized emails to happy customers. As an added incentive, you could offer a discount or a giveaway. Some apps automatically ask customers for reviews after they buy, making it easy and effortless to add social proof. However, if a customer sends a negative review, it’s always best to handle it with professionalism and courtesy – and make an effort to solve their issues. At last! The way you handle negative comments can boost buyer confidence.

  1. SEO – The savior: 

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Following, all the organic deeds here comes SEO, for taking conversion to the next level. SEO is a proven tool to boost traffic, especially when you consider 44% of online shopping starts in search engines. An SEO-friendly product page comprises keywords to the title and body copy. Well, it’s not that simple as it sounds, the title should feature popular search terms, and describe your product in 60 characters or fewer. Start with searchable product names, and try to use long-tail keyword phrases on the product page. The URLs should also be short and succinct.

Be sure to optimize page metadata and images – and include descriptive key phrases in the image alt text to boost your organic ranking. Internal links to related products and pages also help with rank. Finally, you should choose an uncluttered design that loads quickly for impactful conversions.

  1. Breadcrumbs trails

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    The all-too-common problem amongst buyer is ending up as a maze runner while shopping online. The solution to this is ‘Breadcrumb trails’, that used frequently now as a navigational aid in user interfaces and on web pages to give way for their visitors to navigate back through their product catalogue, and would help with their bounce rates.

The fact of the matter is, breadcrumb navigation will ‘Not’ make or break a website. It will just provide an added benefit and increase the usability of a website. Breadcrumbs give users an alternative method of navigation, allow them to see where they stand in the hierarchy of a website and will reduce the number of steps needed to navigate to a higher-level within a website; simply bringing ease while surfing.

  1. Social sharing:

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Sharing is socializing, which is largely adapted by social media platforms. Today, 34% of online shoppers get influenced by social media in what they buy. Even, they also prefer to share with their friend and get a relevant opinion, before actually hitting on ‘buy’. That’s why you should display social sharing buttons on all product pages – so shoppers can share your wares with their network, and you can get traffic. And consider A/B testing (Hyperlink) to pinpoint the best position for social links.

It’s best to only use social buttons relevant to your business. For instances, a Pinterest icon is perfect if you sell jewelery – but perhaps less important if you sell software. Also, remember social proof in the form of likes and shares can spark more trust in your products. Be intuitive; add a unique hashtag to your products, so more people see them across platforms.

  1. Finally, Mobile optimization

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Mobile users are extremely busy, often multitasking and rarely shopping for pure leisure. Therefore, convenience and ease of navigation are the key elements in mobile websites. Today, 67% of shoppers are more likely to buy from a mobile-friendly website. Plus, Google prioritizes its mobile algorithm. Merely both are good reasons to optimize your product pages for mobile. Change the way information is presented to make it handy and actionable on a smaller screen but don’t remove any valuable product details. They should be fast to load, easy to navigate, and have fixed menus. You can also offer a phenomenal shopping experience with prominent images, descriptions in tabbed boxes, easy-to-read fonts, and clear call-to-action buttons. People spend less time browsing and reading on their smartphones. Images play an even bigger role. Make sure your images are visible and quick to load, to provide an alluring mobile shopping experience.

Today, U.S. online shoppers, the average conversion rate is higher than the global average, currently at 3%. They use many tactics from A/B testing to machine learning for greater prominence in CRO. Overall it varies by product type also, like electronics products are having the higher conversion rate of 20%. By focusing on UX and UI, you can enjoy higher conversions and use Google analytics to track your results along the way. These actions can create standard product page – for your customers’ remarkable shopping. Apart from all, remember, consistency is key to success.

 

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