How to Optimize Your Product Pages For Conversion And Make More Sales

Post by 
Stuart Musgrave
Published 
January 25, 2019
W

hen it all comes down to it, it is usually the product page that the customer decides whether to add the product to their cart and head to the checkout.


Making sure you have the correct information and in the correct format and voice will get you converting more of the lookers to buyers.


So what makes a great product page?


In theory, product pages are simple. You want to give your ideal customer the right amount of information to help them buy the product they want and convince them that buying this product is going to work out for them.


Your Product Pages should:
  • Build user confidence
  • Provide all the information necessary for making a purchase decision
  • Make the process as intuitive and straightforward as possible


How things are arranged on the page, and what’s included, can have a big impact on your conversions. Through your imagery and copy you should be able to answer what questions your customers have before they can commit to buying. Having your branding feature prominently on product pages is also extremely important, remember someone might never see your homepage before buying from you, so branding on your pages matters.


Have You Got A Clear Call To Action


The main aim and the reason the customer is there is to buy the product, so let's make it as easy as possible with a clear call to action. It should stand out from the surrounding content. The area around the button should be uncluttered so that there are no distractions or obstacles that block the user.

It should also be immediately visible when you first land on the page without having to scroll and there should be nothing in this section drawing the attention away from the CTA.

There is no need to overcomplicate it, the classics, BUY NOW or ADD TO CART are classics for a reason they work, lets not distract the customer when they are trying to buy.


Have You Got Professional Product Shots?


Without being able to enter your store and walk around, looking, touching, feeling and trying out your product it can be difficult to communicate the quality, application, fit and style of your product clearly to your customer.

Without the bricks and mortar and interior design of a physical store, it can be difficult to differentiate what your brand stands for and who your products are for.

That’s why product photography plays such a major role on your product pages, and why almost every expert you speak to will suggest it as a key factor in building a great page.

Great product photos go far beyond just your product pages, you will use them for all your social media posts, show up in google searches, Ads, social recommendations and so on. So make sure you are perceived in the best possible light by really making your products stand out!

Also, think about all the holiday gift guides happening right now. If you don’t have great, versatile photos, how likely are you to get chosen for them? You want to make it as easy as possible for people to share your brand and products.

Not only is good product shots a way to showcase your product it is also a way of highlighting features, variants, uses, sizing, and to build credibility. The biggest giveaway to a customer that you have not spent a lot of time on your brand or that the product may not be quality is poor photos.

It’s your opportunity to design an experience that casts your product in the best light. Show multiple angles, allow users to zoom, call out unique features – good photography builds expectations and credibility.

Pro-Tip Make sure you link your images with their variants so people know what to order.


Have You Properly Explained Your Product?

Not enough detail and your customers won’t buy, too much and it’s the same.

Pitching the right amount of information for your product is important to give them what they need without bombarding them.

If you’re selling at a low price point, you might not need a huge amount of detail, however, if you have a simple product on the higher end of the price point you will need to make sure that your copy will help you back up that price. Make sure you describe properly the materials, the origins and the passion behind this product.

Just because you are familiar with your product inside and out doesn’t mean your customer is. You should do all you can to communicate the quality and the value behind your product, and not assume that your customer already gets your product or why you’re doing what you’re doing

Low or High, you want to make sure your copy explains your product properly and answers any potential questions for all customers. This is why it is also important to tailor your content to people that might be new to your product and brand as well as those that are experts in your field. Make sure that the information you share is useful and understandable for as many as possible, without patronizing or talking down to your users.

This is where the importance of outlining features and benefits becomes so clear. The features or specs of your products might appeal more to the avid enthusiast whilst the benefits of these will appeal to the newbie and tell them what this product can do for them.


This is also where product videos and clever UX can assist by allowing the customer to find as much information as they need without congesting the product page.


Make sure you use a clear structure and hierarchy in your copywriting. Using headings and subheadings will make it much easier for users to scan through your content and find what they’re looking for more easily.

Anticipate the questions your target users will have, and create useful product guides which directly answer those questions.


Have You Branded Your Product Page Well?

We spend a lot of time at Brabus talking about a Brands DNA, this is the core of what makes a brand who it is. A logo and graphics are just a part of the externalisation of that brand no different than your hair or eye colour and there is a lot more that goes into making a brand who it is. It’s everything you stand for, who you serve, and why you do what you do. Your customers need to feel this from your product page.

We see a lot of stores that drop everything brand-related when they get to their product page, this is especially true for dropshipping businesses. This can be make or break when it comes to the purchasing decision of the buyer.

They want to feel your brand in the product page this is done through the design and the content, make sure you are writing your descriptions in your brands' own voice.


How does your product help your customer and have you told them?


With e-commerce people can buy anything from anyone, so you need to give them a reason to buy your product from you. The best way to do this is to show them that your products do something for them—solve a problem, make them better, help them do something. Your product pages should make it easy for them to see how your products can do that.


Your content should provide that answer, Think about how your product can help make your users’ lives more fun, enjoyable, or efficient. How does this knife make you a better, more precise cook? How will these yoga pants make you more flexible and give you your Zen?


It’s all about the lifestyle. How does your brand and products fit into a specific lifestyle and how do you make it relevant for your consumers? Selling your products is all about the story that you tell around them—bring them and the brand to life by guiding your users through the details that matter. This is where Brand DNA becomes so important and understanding your target customer and how to connect with them.


Do You Sound Like You?


We know that we’re asking a lot and there is a lot to consider and jam in, but it is also really important that you don’t lose your individual touch along the way. Descriptions don’t have to be bland, make sure you say everything that needs to be said but that you do it in your brand's voice!


Have You Got Social Proof?


As we have already pointed out the product page might be the first page customers see from your store and no different to your landing page social proof is worth its weight in gold.

Ever been to a new city or country and decided to eat at a restaurant because there were lots of people inside so it can’t be too bad. Well, this is what Social Proof can do for your brand. It lets customers know it is ok to give your brand a try.

Adding social proof adds credibility and definitively boosts conversion. Reviews, photos from Instagram, and first-person testimonials are a great way to build consumer trust and encourage purchasing behaviour. Especially for new brands, giving consumers reasons to believe adds a layer of trust to the buying experience.


Have You Taken The Time To Get To Know Your Customer?


As you can see making the perfect (or at least a decent) product page requires a fine balance of all these elements. Knowing what to include, how much and where is easiest done when you have a clear understanding of who your customer is and what they want.

Everything stems back to your audience and telling a story that matters to them. Do your homework to understand your consumers and learn who they are, what their motivations are, and what matters to them.

One fun and super informative exercise you can do is to define an ideal customer and adapt the store (and the product pages) to suit them.

Come up with a name, what does she do for work, what does she do for fun, who are her friends, what does she value, build a full profile for her and you will have a much easier time building your brand and product pages to appeal to them.


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