5 tweaks to improve your product page conversion rate
Sometimes it’s one of the last things marketers consider when looking for ways to increase sales: are the product pages fully optimized for conversion? It can seem arduous, to go back and rework pages that are often templated in some kind of ecommerce tool. But optimized product pages are so worth fighting for. Imagine if you could do some simple things that make all your other efforts more worthwhile? Right. Now you get it.
Here are our top five fixes for improving product page conversion rates:
1. Answer common customer questions in your product copy
Rather than telling customers what you think they want to know about your product, ask your customer service people what customers are actually asking about a product. Then integrate the answers to your questions into your product descriptions. So easy.
2. Add large, detailed product photos
This one should be a no-brainer: invest in creating multiple, highly detailed photos of your product from multiple angles. We also highly recommend using a product zoom on your images, enabling shoppers see a product’s finer details. You will be rewarded for your effort.
3. Put product sizing information in a pop-in
If your customers need to make decisions about sizing, do not send them to a new page. Keep them on the product page by placing your sizing charts and other detailed product information in a pop-in. Or, if you’re a UX wizard, find a way to include this information right on the product page.
4. Use social proof and trust seals
They may not even be aware of it, but your customers will feel assured if you integrate testimonials, customer reviews and trust seals into your product pages. Go through the process of applying for a recognized and authoritative trust seal such as VeriSign or Norton. Then place this seal prominently on each and every product page. Instant trust.
5. Test product page elements
Sometimes the only way to know what works for your specific product and market is to run tests. There are endless case studies out there on how testing and shifting one page element made all the difference. Test placement, colours, different calls to action. Modify your buttons. A/B and multivariate testing is as easy as installing a tool such as Optimizely and Unbounce and coming up with a plan.
Give customers a great experience, from A to Z
When people do purchase, stay with them every step of the way with supportive emails that let them know the status of their order. Make returns seamlessly easy, and always make it easy for them to speak with a real, live human if they experience problems. This will bring them back, and encourage positive reviews.
Remember: a website is never finished
There are two kinds of marketers: those who understand that a website is a living system that requires continual testing and tweaking, and those who think they’ve built a website, and it’s done. As you can see, we’re firmly in the testing and tweaking camp.
It isn’t always easy to begin on-site optimization; depending on your organization, you may have to overcome technological and organizational barriers to making changes to the site. Be persuasive. Start small, and prove the value of your efforts at every step. Optimization is as much a mindset as it is a methodology — once you and your organization start learning what works, it can become contagious.
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ABOUT THE AUTHOR
SEO Analyst @ Bloom