10 Ways To Generate More Sales By Optimizing Your Product Page
Designing a product page is a tricky business in e-commerce in order to convert visitors into customers.
Designing a product page is a tricky business in e-commerce. There’s so much that you’d like to tell about your product, but the average consumer attention span is only 8 seconds . It’s your job to capture their attention, engage your visitors and convert them into buyers with the help of an optimized product page.
Here are 10 ways to optimize your product page to generate more sales.
1. Have a minimal layout.
You don’t want to distract customers with unnecessary design elements and information that isn’t vital to make the sale. Your product page design should be clear, simple and straightforward to avoid any confusion. The main goal of the product page is to simplify the adding of the item(s) to the cart.
2. Have minimal content above the fold.
It should be clear from the get-go what product you’re selling on this page and the customer shouldn’t have to scroll down to see what they clicked on or have to search for a way to add the product to the cart.
The first screen that the customer sees should have just the right amount of information about the product, so add only bare essentials to the top of your product page. That includes the product name, a few images, a short description of the product, price and the Add to Cart button. Of course, if there are variants to this product (i.e. different sizes, colors, etc.), they should be visible here too.
Ensure that the most engaging content such as your call to action button is above the fold. The eye should be drawn to it as soon as the page loads. Other non-vital information can be placed below. It’s important to display this info, so that the customer can easily learn more and search for specific info, but this doesn’t have to all be placed at the top.
Keep in mind that there are different screen sizes and you should check on a few to make sure you’re sticking to this layout. Sometimes it isn’t entirely possible in every case, including on mobile phones, but you should remember to check off as many as possible.
3. Add to cart button style and placement.
The Add to Cart button should be the centerpiece of your page! It should be noticeable as soon as the page loads, so give it a bold color so that it stands out against the background. Increasing its size is also beneficial as well as a unique copy instead of the ordinary “Add to cart” that could attract your user persona.
Another option is to add a Buy Now button to mainstream the checkout process. Studies show that the fewer the number of clicks required to complete an action, the higher the conversion rate. This button is great for repeat customers, as well as those who are only purchasing one product at a time.
4. Use only essential images.
When it comes to product images, it’s important to keep the balance between providing your customer with enough visual information about the product and making the page too cluttered. E-commerce technology company Salsify discovered that customers expect to see an average of six product images per listing in 2019, up from three in 2016 . Depending on your product, this can be a lot or not enough, but always try to think as the customer and choose only what is essential.
Of course, you want to show the product features and different angles, but don’t overdo it! Keep in mind though that each picture adds to the page load time, so aim to limit each image to 70kb. You can also use image compression software like TinyPNG.
Videos are also becoming more popular and preferable by customers so consider adding descriptive videos to your image gallery or elsewhere on the page.
5. Make variations of the product easy to choose.
Again, the goal is to make it as easy for the customers to add the right type of product into the cart on your e-commerce website. Depending on the type of variant (i.e. size, color, material, etc.) , add either dropdown menus or create individual clickable buttons or swatches for each of the variants.
Don’t forget the number one goal is to keep things simple, so you can optimize the more complex and potentially confusing listings by breaking them up into separate products.
6. Write engaging, keyword-rich product descriptions.
Product descriptions should be written for both humans and search engines. The description should be informative and engaging to convince visitors that your product is exactly what they need. At the same time, include all the necessary keywords and key phrases so that search engines rank your product page higher and bring more traffic to it.
Use storytelling techniques to help customers imagine how they will use the product. You’re not only selling a product; you’re selling the experience as well.
And remember that if you have a long description, then splitting it into two and placing the vital paragraph at the top and the rest below the Add to Cart button is the preferable approach to win more sales.
You can consider also creating instructional videos or write a short guide to prove that your product works well. Additionally, it will prevent our customers from searching for instructional videos online and, possibly, getting a recommendation for a competitor product.
7. Add a short FAQ.
Answer popular questions right there to prevent customers from getting sidetracked while looking for additional information about your product or company. Provide your return/exchange policy, shipping information or sizing guides in the form of customer questions below the product description.
8. Split your description into sections
Sometimes a product requires special instructions on how to use it, an FAQ section or ingredients/materials in the product. Instead of one (or two as recommended above) long section, split these types of descriptions into tabs so they’ll appear only if the customer is looking specifically for that. This is a great way to add a lot of content while not displaying everything at once.
9. Add related items functionality.
Suggest similar products to upsell and cross-sell your visitors. Pair your product with matching goods in a “lifestyle” shot to generate more sales and attention towards your less popular items. Offering product bundles is also a nice way to cross-sell the “entire look” or the product along with its recommended (or necessary) accessories.
10. Provide social proof
Adding reviews to your product pages is a great way to generate more sales. You can also let customers upload images of your products in action for a greater persuasion power of the review.
Your product page should be streamlined and simple to use. It should answer all customers’ questions and persuade them to want it and to click the Add to Cart button. Make this experience great for the consumers and as informative and descriptive as possible while keeping everything clear and you will see your e-commerce store thrive. Request a quote if you need help optimizing your product page.