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5 sure-fire ways to make your product pages convert

By: Michelle McSweeney

The ecommerce product page. Arguably the most important page on your entire website. Why? Because it’s where the magic happens.

Now don’t get us wrong – of course your home page needs to be aesthetically pleasing to entice the user to dive deeper into your offering. And sure, you need to have a checkout page that offers a frictionless experience and makes paying for items a walk in the park.

But the product page is the real sweet spot for any ecommerce brand because it’s where users make the decision as to whether or not they want to buy your product. And if your product pages aren’t in shape, your conversion rate going to take a serious hit in the process.

So how can you make sure that your product pages delight users and convert sales?

Here are the 5 golden rules for keeping your product pages in tip top shape.

Cover all angles (literally)

Shoppers need to be able to experience products online in the same way that they would in person (or as much as technology will allow!). So this means examining the product from lots of different angles.

Taking a closer look at it with 360° view and zoom features. It means seeing what a pair of jeans look like on your body type (ASOS recently made headlines doing just this by experimenting with augmented reality).

Remember, if content is king, context is the crown. If you want to get sales over the line, not to mention get your return rate under control, you need to inject as much context into your product pages as possible

Essentially you need to hand users everything they could possibly need in order to make an informed decision on whether or not they should purchase your product

 One of the most effective ways to do this is to integrate the information that a user would typically have to leave your site in order to retrieve into your product pages. Things like user-generated content, product reviews, and live chat.  But (and it’s a big but) – if you’re going to introduce these elements into your product pages, you HAVE to keep them authentic.

Don’t just feature 5 star product reviews and strip out the rest. 71% of shoppers feel more comfortable buying a product after researching user reviews, but don’t think for a second that they can’t tell when the wool is being pulled over their eyes!

Don’t (cross) sell yourself short

Research by Forrester shows that upsell and cross-selling strategies are solely responsible for up to 30% of eCommerce business revenues. So if you aren’t cross-selling your products to customers, you’re probably missing one hell of a trick!

But in order for your conversion rate to increase through cross-selling on your eShop, there’s one very important thing to keep in mind, and that’s navigation.

When a user has visited your product page, examined the goods, and decides that they want to buy something, what are they going to do? Well they are going to click a button to add that item to their cart, right? Great! But what happens next in the user journey is going to be the difference between that customer picking up even more items and them simply calling it a day.

So you can immediately bring that user to the checkout page, or you can trigger a notification to show that the item has been added to their bag with the option to either checkout or to keep shopping. No prizes for guessing which option tends to work better for cross-selling!

Furthermore, when you’re offering suggested items on your product page, it’s important to feature a range of complementary items. Take Camomilla Italia for example. The hero product in question here is the leather jacket. But instead of suggesting lots of other jackets in various colours and styles, users are shown all of the additional items they need to ‘Complete the look’ – a scarf, a belt, a shirt, and a cardigan.

This not only showcases the diversity of their products across several categories, but looking at it from a user perspective, shoppers are far more likely to purchase elements of an entire outfit than they are to purchase three or four different styles of coats in a single shopping session.

Product page womenswear

Get your load time up to speed

3 seconds or less.

That’s how long it should take for your product pages to load. In fact, 47% of web users expect a page to load in 2 seconds or less, and a delay in as little as 1 second in page response can result in a 7% decrease in conversions.

We talk so much about making sure that your product pages are full to the brim of engaging content like high quality images and cutting-edge videos, but they can also be the bulkiest part of your entire website.

Therefore, it’s vitally important to make sure that media isn’t sucking the life out of your site speed.  The general rule of thumb is to always crop your images to the correct size required for your product pages, and use a compression tool like WP Smush or Compressor.io to ensure that they are fully optimised for your eShop.

You’re aiming for the highest possible quality at the lowest possible size. Because the only thing worse than a product page that takes forever to load is one that loads in record time, but is littered with images that makes a user question their eyesight (hello, pixellation!).

Tap into FOMO

We’ve all been there. You decide that there’s a particular product that you need to have in your life, so you pay a visit to the brand’s website, click through to the product page, and BOOM – it’s out of stock. You have no idea if or when it’s going to be back in stock, so you have no choice but to either go to a competitors eShop that possibly stocks the same product and hope for better luck there, or else you admit defeat, leave the site, and ponder why bad things happen to good people.

Now, optimising stock is another day’s work, but as far as product pages go, there are three easy things that you can do to hang onto low/no stock sales.

1. Highlight low stock

Depending on the types of products that you sell, there could be an opportunity for you to flag the fact that items are low in stock when a user visits the product page. This can either be a specific number of units left, or simply a ‘low stock’ message next to the ‘add to bag’ button. Creating that sense of urgency (read: FOMO) can make the decision making process a lot easier for users.

2. Introduce a waitlist

If an item does go out of stock, don’t just remove the ‘add to cart button’ and let that be that until inventory is replenished – instead, encourage users to ‘Join the waitlist’ by simply submitting their email addresses on the product page. Then, as soon as that item is back in stock, you can notify those specific users that it’s go time.

3. Show suggested items (but clearly list if any of them are also out of stock!)

If you’re showing suggested items on your product pages (which we assume you now are having read our previous point!), it’s so important that you either set a rule whereby products that are out of stock are filtered out of the suggested items feed, or else they are clearly marked as ‘out of stock’ in the thumbnails that are displayed. Offering a shopper an alternative item to the one they wanted only to learn that it’s also unavailable is a sure-fire was to get users to say ‘sayonara’ to your site.

Keep shipping and returns front and centre

There’s absolutely no point in keeping your shipping information confined to the checkout page of your site. Don’t forget that the number one reason for shopping cart abandonment is extra costs such as shipping, taxes, and fees.

Therefore, you absolutely need to clearly show your shipping and returns policy on your product pages to ensure a positive customer experience. And isn’t it much better for a user to discover that you clearly highlight the fact that you don’t offer free shipping when they are looking at a particular item, rather than getting a nasty surprise that they didn’t budget for at checkout? Customers simply can’t be fooled into paying for shipping. Those abandonment stats are there for a reason and when it comes to user experience, transparency is always going to beat obscurity.

One brand that does an excellent job of highlighting key information on their shipping policy (along with delivery, returns, and payment information) is Havaianas. Users can clearly see the different prices for standard and express delivery, as well as the countries that the footwear brand ship to. You’ll also see that if you buy two pairs of flip flops or spend over €40, shipping is free.

So no assuming that shipping is free. No surprises at checkout. Users have all of the information they need to click on ‘add to cart’ and complete their purchase.

Product page flip flops

Remember, product pages are where users get to truly experience what it is that your brand has to offer. So make sure that their experience is one that ignites the desire in them, and before you know it, you’re going to see that magic start to happen!

 

By: Michelle McSweeney, Content Marketing Specialist, Kooomo

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