How to Increase Product Page Conversion

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Craig Smith  |  Founder & CEO

Above: Product page factors from a Trinity UX Analysis

If you want to increase sales on your eCommerce site, you need to first focus on your product pages. These are the pages that every customer sees, from brand-loyal followers who visit your site directly to first-time site visitors who found your products through your paid search or SEO efforts. 

Your product pages can sell your customers on the value you provide to them. They can assure buyers that your company is reputable and your products meet their quality expectations. If you can’t overcome the fears of potential customers, your product page conversion rate will remain low. 

Follow these steps to improve the conversion rate on your product pages and increase revenue for your business.

Optimize product findability through improved navigational paths

Navigation plays a key role in how customers find your products. If shoppers do not have an intuitive category path, they will abandon and leave their potential purchase interaction with your site.

One of the best ways to increase your product page conversion rate is to improve navigation so customers can find what they are looking for faster. Your goal should be to make it easy for customers to click to the category level and to find other products. You want customers to shop around on your website, feel at ease as they navigate, while still having easy access to the products that first brought them to your pages within personalization modules such as “recently viewed products”. 

Other navigating tools, like easy filtering and comparison options, can also help customers with the buying process and increase the chances that they purchase.

Write Clear and Concise Descriptions

Product descriptions are used to provide relevant information on a product. Too often, eCommerce companies use descriptions to write fluff content to meet SEO word count targets. However, it’s better to have quality product descriptions over long, useless ones. 

Don’t overload potential customers with too much information at once – just give them the essential facts they need to make a decision. Use bullet points where they are relevant. Focus on what customers need to know about the product, including the size, color, features, and uses. 

Remember the golden rule of ecommerce copy. Short paragraphs and bulleted feature lists!

When done well, your descriptions will answer any questions your customers have about the product before they buy it. Go a step further and help your SEO by integrating FAQ schema into your product pages to rank for Google answer queries.

Use High-Quality Images

People are visual creatures, so good images can be very persuasive when it comes to making a purchase. As you build out the product pages on your eCommerce site, hire a photographer to take quality images of your items.

A great way to distinguish your site from your competitors for products you both sell is in the image number and resolution you provide, as well as the image functionality that is available.

A few tips for effective online imagery include:

  • Upload multiple photos from different angles. This allows people to see the product used in different ways. 
  • Photograph key features and zoom in so they are showcased. Your customers might not read your product descriptions, so you need to describe the important aspects of the product with photos. 
  • Provide context for the size of the product. Along with uploading photos of your product on a white background, show what it looks like when it is used. 
  • Don’t rely on photoshop for your products. Customers can tell when an image is fake and won’t trust your company. 
  • Additionally, add SEO elements like alt text and title tags. This can help new customers find your products. 

The right images can sell customers on your products better than any product copy or site layout.  

Include Videos Showing How Your Products Work

Another growth lever that not enough retailers take advantage of is leveraging videos to increase product page conversion rates.

Short, one to two-minute videos can help customers see how the product handles and what it looks like. Videos when well produced can do the selling for you and make it easier for a potential customer to understand the benefits of the product and how it meets the needs of the shopper.

In an era where everything is photoshopped and altered to look its best, video often provides a real experience for customers.  Use these videos to reiterate key product features that you discuss in your product descriptions. Use these features in action while highlighting the size and scale of the product. 

Do not hide pricing and shipping costs

Customers want to know how much something costs before they decide whether or not to buy it. By hiding your price or making it difficult for customers to see the final cost, your conversion rate will actually decrease.

Similarly, do your best to provide shipping information to customers on your product pages. Use averaged amounts with estimated ground delivery dates if not able to provide dynamic calculations within the product page itself.

Add Customer Reviews to Your Product Pages

Reviews create social proof to shoppers that the product will meet their expectations. Your customers want to know that other people bought items from your business and were happy with the results. They especially look for popular items because it shows how the products are staples of your business. 

Along with allowing customers reviews, encourage your buyers to upload photos of the products when they use them. This provides further insight to shoppers about what your products look like outside of the store.

Make Sure Your eCommerce Website is Mobile-Friendly

In today’s day and age, more people than ever are shopping via mobile devices. Most eCommerce websites get more than half of their traffic from smartphone traffic.

If your product pages aren’t optimized for mobile, you’re likely losing out on a lot of potential sales. It doesn’t matter how much work you put into your product pages if your customers can’t access them. 

Mobile usage can also provide an ecommerce SEO boost, help you reach more customers with organic traffic. This can help you scale your promotional efforts and increase sales.

Improving your product pages is one of the most effective ways to increase your eCommerce site’s conversion rate. Trinity can help you make these improvements while growing the number of products your customers buy. Schedule a 30-minute strategy session with us today to get started.

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