It goes without saying that when visitors land on your eCommerce website, you want to turn them into customers. That’s usually easier said than done, though.
Visitors’ decision to make a purchase or simply close the window and go somewhere else is influenced by many factors.
One of the most important elements is the product page. Its design and information it conveys – combined with several other aspects – drive the conversion itself.
In case you’re getting clicks but no conversions, there’s a chance your product pages lack the must-have elements.
It is possible to change that.
Here are ten best practices to drive up conversions through your eCommerce website’s product pages.
When people buy things online, they can’t see them or feel them. Having detailed, high-quality product images is an efficient way to compensate this shortcoming.
No matter how many characteristics you mention in your product description, without a picture of the product, people won’t buy. That’s mostly because:
Additionally, you should remember that small product images or a complete lack of them might drive visitors away. Nobody will trust an eCommerce website that doesn’t present its products in a professional way.
Bonus: 360° view. This is a great way of providing an immersive experience for your potential customers.
While for some platforms it could be a default feature, you’d be surprised by how many eCommerce websites actually get this part wrong. The CTA button can be as simple as “Add to cart” or “Buy now”, but the work doesn’t end there.
The CTA also has to be:
The position is important as well – above the fold or after the prospect has read all the details.
Bonus: Before you decide what the best option for your eCommerce website is, test. Do A/B testing whenever you change something.
We can’t stress this enough. People look for reviews for almost any kind of product.
Not having any review at all usually drives potential buyers away.
Additionally, you should make the review section as visible as possible. Keep in mind that 84% of consumers trust online reviews as much as personal recommendations.
Bonus: Use an incentive when asking for reviews. Also, if someone leaves a negative review, you should try to find out more about what went wrong and maybe do some damage control.
The following element is highly-efficient, especially during discount campaigns or flash-sales. Generally speaking, any customer would spend some time deciding whether they really want or need a product.
By mentioning there are only a few items available, you create a sense of urgency. The person will feel more compelled to act while the offer still stands.
Bonus: It doesn’t have to be just about the stock – the last two hours of an offer or the last two hours of free shipping work as well.
No matter what kind of products you’re selling, a video demo would help customers a lot. Remember they can’t feel or touch the product.
You may think that high-quality pictures would be enough, but it’s never bad to go the extra mile. Additionally, you can use one of the latest smartphones’ cameras instead of a professional one – for starters.
Bonus: You should also know that 73% of consumers are more inclined to add a product to their cart if they see videos that show the product in action.
Another best practice is in regard to pricing and where it is showed. For many customers, the price is the main decisional factor.
In case you’re offering discounts, you should make it 100% clear. Don’t let your potential buyers leave somewhere else to compare prices.
Additionally, the price and the CTA button should be situated rather close. It is better to have all this information grouped than scattered.
Bonus: Make the discounted price stand out through the use of color and design.
Sometimes, prospects may have a question about one of your products. Instead of telling them to post a question in a certain section, you could simply let them know they can chat to one of your consultants.
Live chats are easy to implement and they don’t require an entire client support team to be efficient. It’s also a good way to create a more pleasing experience for your clients.
Bonus: Send a welcome message to potential buyers looking at a certain product page. Something simple like “Hello, we are here to help you. Let us know if you have any questions” should do the trick.
Social media networks and their potential to drive customers to your eCommerce website can no longer be ignored in 2016.
That’s why, besides posting your promotional offers, you should encourage your clients and potential customers to share your products with their friends. You’ll have to make it real easy for them to do this.
Bonus: There are many plugins you can use. These can be customized and placed above or below the fold.
The best thing you can do is to clearly mention if customers need to pay for shipment of your products or not.
Even if you need to charge them for the shipment, don’t hide this information. Let them know before the final step of the ordering process.
Bonus: Be clear about the return policy as well. If they aren’t satisfied with the product and wish to return it, will they need to pay for shipment?
As your business grows, more and more customers will end up on your product pages.
This means you need to make sure your hosting provider can grow alongside your business.
The faster your product pages load, the more customers you’ll gain. Keep in mind that the high-quality images and video content could slow down your eCommerce website a bit.
StoreFront has one of the best solutions for your needs. More than 20 years of experience and expertise turned into a cloud-based eCommerce solution that’s streamlined yet powerful.
The aspects mentioned above are easy to implement. Granted, they might eat some of your time and resources, but in the long run, the ROI will more than make up for it.
Of course, you don’t have to resume your work to these ten best practices. Don’t be afraid to experiment and see what works best for your eCommerce website.
StoreFront can be your partner in this adventure. With over 20 years of experience, our eCommerce solution has powered tens of thousands of online stores.