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8 Ways to Improve Product Page Conversion Rates

19/07/2015

Product pages can be a significant ‘winning’ difference between eCommerce website performances, regardless of your business size or the industry you are within.

Making sure your product pages are ticking all the right boxes for your customers should be the first step when optimising your eCommerce website for conversions.

Before we begin, let’s set the scene and first consider a few journeys the customer may have taken before reaching your product page;

  1. Typed the product’s title within Google, then found your page and clicked the link
  2. Had a browse through your category page, liked the look of the product and clicked the link to read more
  3. Seen a great image or a strong referral/recommendation within social media, then clicked through to see what it is

So on all three of them instances they are entering your product’s page with some level of interest. Now we need to ask ourselves that what would they want to know?

  1. What it looks like..
  2. What does it do..
  3. Other people’s experiences..
  4. When will they get it..
  5. If it’s not quite right how do they return it..
  6. What does it cost..
    1. Note: people do shop on price, however the cheapest doesn’t always win. Trust, credibility and confidence in the brand they are buying from plays a huge part in consumers buying decisions. So don’t give up just because you’re not the cheapest. Preach over.

Now we’re somewhat in the mind of the customer, take a look at your most visited product pages and ask yourself whether you are giving them right level and quality of information for them to make an informed purchasing decision.

You want to make sure that you have answered all the common questions and given them the right amount of information so they do not leave and find the answers elsewhere. It is imperative that you create ‘the’ product page that gives them everything they may need before making a decision.

8 Ways to Improve Product Page Conversion Rates

Let’s get into it. None of this list will be new to you, it’s all things you know but the difference between businesses’ success rates is purely down to the time they put into the pages.  Product pages are difficult, they take a lot of time, however they hold the biggest opportunity for you because the large majority of your competitors’ pages are more than likely failing in a lot of these areas (they haven’t taken the time to read this, for a start!)

1. Get a Range of Quality Images

This is one of the most vital components of a product page. Why? Because people aren’t going to buy something they can’t see.

Although mobile browsing has recently overtaken desktop, people are still more likely to complete their transaction on a desktop computer or tablet and bigger images means more detail. To cater better for larger screen displays, make sure you’re using the right size imagery. Something over 1000 x 1000 pixels should be fine but check with your developer first.

Large imagery

Large imagery gives for a great magnifying zoom effect, see an example here from B&Q’s garden furniture range when double-clicking into a section of the image:

image-magnifier-example

Multiple Images

Include a variety of images so the consumer can get an insightful view from all angles. The more high quality images you can get, the better. Different angles of the product, interior and exterior shots and close ups work really well. You should also show different colours of products if you have them

You can see here that House of Fraser have incorporated a full width slider/gallery that reduces the need for the end user to enlarge each gallery image.

house-fraser-product-image-gallery

Images sell, they always have and they always will so make sure that you’re showing off your products in the best possible way with crystal clear, high quality images that have been regenerated to prevent any lag or hindrance on page speed.


2. Show Key Facts High Up the Page

When customers land on the product page, it’s great practice to give them the key facts and information that differentiates this from others within the range.

It’s important to do this ‘above the fold’ because you’re trying to provide the customer with an easy user experience, so taking away the laborious task of trawling through the page to find the key bits is a big thumbs up.

Short Descriptions / Bullets

Some websites use a short description, usually two or three lines that sums up the product in one. It’s a short but powerful overview that demonstrates the benefit of the product and in some cases, the solution it will provide.

If space permits within your design, add a few bullet points to make sure the main selling points or features are presented without the user having to scroll. If you look through the Curry’s website you will see that they pull out a handful of useful features and present them very high up, as they feel these are important to the customers’ buying decisions.

bullet-summary-product-page


 3. Trigger Emotions with Stock Availability

When looking into the psychology of selling you will find that a lot of purchases are made on emotion rather than logic.

The emotional behaviour that I want to focus on here is when people see something they like, but feel it may be taken away from them with limited stock availability – fear!

They purchase with the feeling of pain and disappointment in mind, more so then the sense of the rewards afterwards.

Some people feel giving an idea of how many items are currently in stock is a negative and would have an adverse effect. However we know from studies that when people feel they are going to miss out, they make an emotional decision rather than a logical one.

If you have the strongest offering on the web for a particular product then you should strongly consider this tactic, because customers will know that if they can’t get it from you then they will have to go elsewhere and not get the same value.

House of Fraser uses this tactic, which we have found within their perfume section.

house-fraser-stock-availability


4. Information Rich Description Area

Here you can go into more detail, offering measurements, additional features, colour options and operational instructions. Look to go a little further in explaining the product, this is your opportunity to sell and cover all the important points.

Think about the most common questions that are asked or what the customer will be trying to figure out, then create a description that paints that picture of the product, with some bullet points included to summarise any key points if you have a lot of content

If you’re struggling for inspiration, copy the descriptions from the manufacturer then re-write each sentence or paragraph in your own words. This helps save time as well as abiding by search engine guidelines, which could then help your page’s SEO

Mixture of Media Types

You have to keep in mind that some people prefer visual aids to help get a better understanding or insight into the product. Within description areas we have seen elements such as videos, as well as more imagery, wrapped within the text descriptions.

mwm-description-embedd-media

Specification / Attribute Tables

If your products are seen as technical with a lot of specifications, then take the opportunity to present this in a well structured attribute table. They help the customer quickly work out if the product is suitable and they can also help you structure your description area to ensure you stay on track.


5. Use Product Videos

Videos give your customers another dimension before a purchase, and way back in 2001, InternetRetailer reported that consumers who watch a video have a 43% higher conversion rate than other shoppers. With smart phone and tablet user numbers increasing, imagine how many people expect videos and what the conversion statistics are today.

Large brands like Argos (seen in screenshot below) use video as a means of presenting the product in use whilst giving an insightful voice over presentation to describe its key features.

argos-product-videos

If you can find an official video of your products in use from manufacturers, then get it embedded into the relevant product page using the code the supplier provides.

If these videos aren’t available to utilise, then think about inviting some local college or university students who are practicing video production and would like a real-life environment to use as part of their studies. Failing this, if you have the time and ability on your smart devices, why not try making your own? You may be surprised how this turns out.


6. Present ‘Related Products’

Offering Related Products is not just about getting an up-sell opportunity – it is also about helping your customer find everything they may need in one place.

Think carefully about the product page you’re optimising and think about the little things that customers usually buy with it to add extra value and get the most from their purchase.

Above the fold only add products that add value to the purchase, rather than the alternatives or upgrades. Keep the alternatives and upgrades below the fold, lower down the page

We’d say that Related Products should always be low cost items, items that people already know about so clicking the ‘add to basket’ button is a no-brainer, and they don’t feel the need to visit the product’s page.

Keep the recommended list short, it will help you stay focussed and keep to presenting items that actually compliment the main product they are searching for.

As an example this is a screenshot taken from a product page selling a tin of paint, see how they have thought about all the essential extras; dust sheet, brush, roller cage and roller.

related-products-example


7. Display Your Reviews

Reviews are extremely powerful, it’s a way for your customers to sell your products to potential customers. This is, of course, if they have had a great experience, but as you’re aiming to provide this as standard, the majority of your reviews should be positive.

You should always follow up your sales with an email and prompt to review. Think about offering something in return as a thanks.

Some shopping carts allow you to add manual reviews. This is particularly helpful if you receive emails or calls of thanks from customers and you get their permission to add their feedback to your website.

Always be ready for negative reviews, and don’t be afraid to show them. If anything having negative reviews shows there is no manipulation and people are allowed to be honest.

homebase-review-section


8. Provide Additional Value

Alongside all of the on-page improvements you could make, what additional value can your business offer the customer alongside the standard practices when buying a product?

Can you offer them free next day delivery, could you extend your returns policy, could you offer click and collect or even collect+ on your returns?

When you decide on the incentives, added service or guarantees that you can offer, you need to make sure you communicate these clearly and in an effective way.

Messages within Website Header

Companies like Laura Ashley and some of our clients (like Bloom Boutique) share their value adds just underneath their navigation menu, which will be on every page for all customers to see.

laura-ashley-value-add

bloom-value-add

Within Product Pages

Some companies re-enforce their messages on the actual product pages. This is particularly effective if you can offer additional value on a per product basis.

For instance, with some products you may be able to offer a Free Next Day Delivery service thanks to a good margin, or you may be able to offer a multi-buy or other incentives passed on from the manufacturer.

Other people may be able to offer the same incentives, but are they making them clear enough on their website and product pages? This article is about making sure YOU take the necessary steps to succeed and do the things that the large majority don’t.

We can use Goldsmiths as an example of this as you can see their value adds are just above the fold on the right, arguably not as stand out as they should be but still placed in immediate view.

goldsmiths-value-add


In Summary

When designing your product page you need to make sure you give the consumer everything they need. Answer all their questions to reduce the likeliness of them going elsewhere.

When making amendments and additions, don’t just upload and forget.  Monitor the results and effects on your conversion rates to check that your developments are having the right impact or think about Split Testing on things such as Related Products to see which complimenting set of products encourages more up sells.

Product pages are a significant part of your eCommerce website, so it’s important you make sure yours are stronger and better than your competition.