Building a digital eCommerce business isn’t the challenge it once was. WordPress, Wix, Squarespace, and Magento –are all easy-to-use platforms for creating a website. The tricky part comes afterward – optimizing your website. In this article, we’ll go over a few of the methods you can use to improve product pages on your website.
But how do you create a high-converting product page? Essentially, you have to do everything you can to increase customer confidence and ensure your visitors that your product is really that good.
A great product page is treasured beyond price. So let’s read into the methods of improving your product pages.
5 Key Methods to Improve Product Pages
There are 4 key elements that all come together to create a great product page. You will need to focus on all of these in your eCommerce career; some are long-term.
- Page copy and content
- Page UI and UX
Our tips in this article will focus on bringing the above four together to create an amazing product page.
1. Set a clear Call-To-Action (CTA) button
The one and only goal on your product page is to get visitors to hit the “Buy now” button – it could be “Add to cart”, or have a different label. Because of this, your CTA button is where your optimizations should be focused.
Make sure that the CTA button takes the center stage and has pleasant margins around it with no obstructions or other elements which can steal the attention from the button. Here’s a great example of this:
Simple is usually the best strategy here to improve product pages, take a page from Apple’s handbook.
2. Ensure you have great photography
One of the biggest disadvantages to selling online is the fact that your customers are not able to get up close and personal with the product. They’re not able to feel it, touch it, smell it – or really test your products in any way.
What they buy is what they get to use – and returns are usually a pain to go through.
To alleviate this, you should aim to have the best content and copy on your page which is:
- Great photography
- Alluring copy
- Clear and concise description
Photography is perhaps the toughest part of this as it requires professional gear and a much different skill set than is usually needed in this field. You might’ve heard the saying “don’t judge a book by its cover” – well, this is sadly not true. People will judge this book by its cover, so make sure you do all you can to improve your product page.
3. Optimize your product copy
The first thing you should look into when it comes to copy, is your product title. The product title is what will lure your potential customer to take a gander at your product page to give you a chance to make a sale.
Your copy should match your brand’s values and tone – it should clearly depict what you stand for. It also needs to be persuasive and easy to understand.
Make sure you keep in mind to openly highlight – perhaps in an unordered list – the quirks and features of your products. Studies have shown that having a clear description of your product can boost the conversion rate by 78% by creating a high-quality description.
Having great product copy can also improve your SEO – so make sure to sneak in a few keywords according to Google Trends or your favorite SEO tool.
4. Encourage product reviews
One of the best strategies to improve product pages is to add social proof. Social Proof is essentially having other people stand by and vouch for your product. Customers sharing their genuine feedback on your product can go a long way toward improving your product page.
The best way to do this is to enable reviews on your product page.
But enabling this feature might not be enough. You might also need to find a way to encourage customers to leave reviews on your website. There are many methods to do this, one such method is to send a card with each of your product packages asking the customers to review the product.
Many websites have a simple version of social proof such as the Amazon example above, you can take it a step further and show full reviews instead of just the rating.
5. Optimize your page speed
Page speed – something many eCommerce store owners skimp on, all because they don’t think it’s important. But that’s not true, the loading speed of your page directly correlates to the conversion rate of your store.
Each additional second of page loading, between 0 and 5 seconds, reduces the conversion rate by 4.42% on average. The highest conversion rate is usually measured on sites that load as fast as 2 seconds – a study by Portent found.
Website speed is a combination of your hosting, the quality of the website code, and the optimizations you make to it.
If you are using WordPress and WooCommerce like most websites, you can purchase managed WordPress hosting which gives you a quick server, and an optimized WordPress instance with LiteSpeed Cache – one of the top optimization plugins.
Building your website is the easy part. Once you finish creating the concept and design, you’ll need to focus on improving product pages to increase the conversion rate and ultimately your profits.
As you’ve seen above, optimizing your product pages is not as simple as it seems. Many small changes can have huge effects on your conversions.
But once you optimize it, you’ll reap the benefits for a long time to come. Of course, you always need to look for improvement opportunities to keep growing.