If you’re running an E-commerce website, product pages are extremely important. In fact, they’re the ones who need all of your work and attention. That’s where your customers get to know your products and where they make the final and biggest decision: “to buy or not to buy?”.
The biggest mistake you can make is to have a plain picture of your product and a few sentences that describe it with a call-to-action button. No, that’s not enough to get enough conversion on your product pages. Here are 6 tips on how you can optimize them.
Write Engaging Product Descriptions
From our own experience, we know that product descriptions are not supposed to be just an explanation of what the product is with a few words.
Our first advice on descriptions is – be thorough! Explain everything you know about your product from A to Z and everything you think your customers will care about if they consider buying it.
Secondly, don’t just explain how it works. Create a story around it. Storytelling is an exceptionally important part of the selling process. You think it’s hard to create a story around a simple product like a cup of coffee? No, it isn’t.
Example: A cup is what connects you with your coffee. It’s the essential part without which you cannot enjoy it. Make sure to choose a special one for your coffee buddy.
It’s things like these that sell. They don’t only sell, they also help with SEO. So, what is suggest is – be thorough and create a story.
Also, consider including a related content in your product descriptions or on your website altogether. This will give great value to your customers. Such content can be blog posts on how to assemble or work with your products or how-to videos.
Give Full Information
One of the most crucial things you can do is hide information from your customers. Your product pages need to be extremely detailed. Especially when it comes to the price. Make sure you mention any add-ons to the price of the product and if you have the option to calculate for your shoppers the end price, which will also include the delivery, then place that there, too. You need to assure them that they are not being lied to and that you are not keeping anything from them. This way you will build trust.
Another thing that works and leads to more conversion on your product pages is having the information of how much of that item you’ve got left in stock. This way you will get rid of any hesitation they have left and you will slightly push them to make a purchase.
Your call-to-action button should also give out clear information. It won’t be smart to do a good color call-to-action button that stands out perfectly and then have your text claim “Proceed” or “Continue”. Proceed to where? Be straightforward and say what the button does – “add to cart”, “buy”, etc.
Win Customers With Your Image Gallery
Usually, when people decide on a purchase, it’s because they have made a connection with the product – they’ve touched it or they’ve felt it’s the thing they want. But when they buy online, the only way they can be sure your product is the desired purchase is with the help of your product images.
The most important thing is good-quality images. Not only does it look better but it also helps them know what they’re buying is real.
The second most important thing is that you need to have images from all angles of the product. They need to imagine what you’re selling as if it’s in their hands. By turning it around before their eyes, you will give them this feeling. Not only this, but you will give them the opportunity to examine the product thoroughly. This is what every buyer needs before they make their final decision.
Assign cross-sell, up-sell and related products
After you have made sure your product pages give out enough information, the products’ descriptions are engaging and the images are good, the next thing you need to do is keep your customers on the product page after they have already added an item to their cart. Your goal isn’t to make them pay right away. Instead, your goal should be to make them spend a little bit more on your website.
By assigning cross-sell products to an item, you show your customers you care about their experience and about what they buy. A cross-sell product means one that goes well with what they’ve purchased. Suggest a scarf to that dress they’ve already bought or the perfect shoes that go with it. Make them add another item to their cart. For example, Amazon proposes cross-sell items by saying “People who bought this item also bought…”
Up-sell product means a more expensive one in the same category. Show them what you think is better than the product they’re viewing. What will also lead to a purchase is if the up-sell product you’re offering is on sale. All they’ll think about is the better, sweeter deal they’re going to get their hands on.
A related product is just what the name suggests – another product similar to the one you’ve already sold that you think your shoppers might be interested in. Make them browse through related products and they might choose something extra to buy.
Add Share Buttons And Reviews
Nothing sells better than a good review. Give your customers the option to leave reviews and read the opinion of previous buyers. It’s trustworthy and sometimes a good review also makes the final decision for them. But be careful because negativity can play a cruel joke on you. Think smart and decide for yourself whether reviews are your thing.
And don’t forget to add Share buttons. It often happens that a buyer will want to share the good deal they’ve found on Facebook, Twitter or just email it to a friend. You don’t want to miss a chance of people sharing your products and you won’t lose anything if you just add some Share buttons to your product pages.
So, if you haven’t tried these 5 tips already, make sure you do. We can guarantee they lead to more conversion on your product pages. Give us your opinion in the comments and we’ll be super happy if you tell us what else you’ve tried in order to optimize your product pages that showed great results.