Your product pages make up the meat of your store, but often times, merchants find themselves caught up in the design of either their home or checkout page and neglect to address these vital pages.
But product pages are where the magic really happens – it’s where a visitor is transformed into a buyer. Optimizing and improving these pages is absolutely critical for long-term success, and while time-consuming, rather easy to implement.
Many factors go into creating an awesome product page; some might even consider it an art! Let’s take a look at some of the simple ways you can improve your product pages and start increasing conversions today.
Seal the Deal with Social Evidence
Customers are in search of products that will meet all of their expectations, and one of the easiest ways they ensure their satisfaction is by purchasing the most popular products. Prominently displaying quotes and/or images from media sources that have showcased or reviewed your product is an excellent, surefire way to appeal to customers and increase your product’s perceived popularity.
Whether your review was published in a big, a well-known magazine or a small industry blog, any published review will go a long way toward improving your product’s appearance. So feel free to use any and all material at your disposal, and don’t shy away from naming the author – names suggest legitimacy and are a necessity when including quotes.
Address Common Concerns with a FAQ Section
While shopping online offers a number of benefits, there’s a downside that can’t be overlooked: customers can touch or feel your products. To make matters worse, many shoppers find it difficult to locate the information pertinent to their purchasing decision.
Regardless of how thorough and detailed your product description may be, your customers will doubtless have additional questions that will provoke some hesitation. One of the best ways to address this occurrence is by adding a FAQ section to your product pages. Go through your customer emails and take a look at the questions you’ve received over time. Use this information to craft an informative FAQ section that’ll help address common concerns, questions, and issues.
Write Awesome Product Descriptions
As discussed, customers can’t get a personal feel for what you’re selling, and must thus rely on the information provided to determine whether or not your product is right for them. When writing your product descriptions, it’s imperative that you refrain from industry jargon or slang that may intimidate, bore, or throw your customers off. Instead, use sensory or imaginative language that appeals to your customers’ needs and desires.
You only have so much time and space to capture a customer’s attention, so put ample thought and energy into creating descriptions that customers will find seductive, descriptive, and informative – and of course, ensure any and all benefits are thoroughly highlighted. Remember, customers can’t physically hold your products, so try to craft an imaginative description that will make it easy for them to envision your product in their life.
Use High Quality Images and Videos
Customers need to know what they’re buying, and even the best product description isn’t enough to convert a sale. Your product page should consist of high-quality images that present a clear picture of what’s for sale. If your product has multiple variations, you’ll want to include pictures of those as well.
Don’t neglect to include images of your product at different angles. Customers need a precise and detailed look at what they’re purchasing. Blurry, grainy, or unprofessional photos will lead to doubt, suspicion, and more than likely a lost sale. Adding videos to your product page is a great way to give customers an even closer, more informative look at your product. Customers want to see your product in up close and in-context, and there’s no better way to do that than with a video.
Ease Anxiety with Live Chat
Customers will have questions about your product, store policies, and even shipping. As every customer’s needs vary from one to the next, it’s impossible to predict every question that’ll arise – although you can certainly address the popular ones in your FAQ section. You may even find that customers have questions about topics already addressed in your FAQ, description, or elsewhere (tip: if you receive the same question on a frequent basis, this may suggest your information is either difficult to locate or understand).
But if and when a customer question or concern does arise, it’s imperative that they get the information they need as quickly as possible. Live Chat is the best way to immediately address concerns, push your customers toward the checkout, and reduce the likelihood of cart abandonment. Forcing customers to rely exclusively on an email reply will give them the time they need to take their business elsewhere.
Showcase Your Customer Reviews: The Good, the Bad, and the Ugly
While customers rely on images and a great product description for information about your product, they’re also in need of unbiased opinions that’ll give them an unbiased, behind-the-scenes look at your product. Peer recommendation is an extremely powerful marketing tool that promotes brand honesty and transparency.
Ecommerce studies show that negative reviews, when few in quantity, are positively viewed by customers. Numerous 100%, 5-star reviews may promote suspicion or doubt, and lead customers to believe that your product’s reviews are either fictitious or combed-through.
Clearly Display Shipping, Warranty, Return Policy and Money-Back/Satisfaction Guarantee
Customers are constantly riddled with doubt, fear and concerns. Sometimes their concerns may be product specific, or arise due to unfamiliarity with your store and brand.
An easy way to alleviate potential fears is to prominently display comforting information that will put your customers at ease. This information may include your store’s shipping and return policy, the product’s warranty, and if applicable, a 100% satisfaction guaranteed (or their money back) promise. You want to assure your customers that it’s safe to purchase from your store, regardless of their familiarity with either the product or your brand.
Use Scarcity and Urgency Responsibly
If your product is low on stock, that doesn’t have to mean bad news! Low stock suggests a great need and/or desire for your product, increasing its perceived value. “Hurry, only 3 left in stock”, or “Buy now, only 2 remaining!” on your product page will prompt customers to evaluate not only their need for your product, but other customers’ needs as well.
When faced with a hot-selling item, customers are more likely to go through with a sale rather than putting it off and potentially missing out on a hot-selling product. Of course, this tactic should be implemented responsibly and scarcely – having a low remaining quantity for all of your products may lead to suspicion and negate this tactic’s effect.
If you're not satisfied with your store's conversions, or you're on the hunt for new tips and tricks to boost your sales, try implementing some of of the above tactics. Moreover, if it's been a while since you last reviewed your product pages, you may discover some areas of weakness that require immediate attention. Your product pages are the meat of your store, so don't put off an important task that can yield big rewards for your eCommerce store!