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4 Quick tips to Optimise your Product Pages

The following is a guest post from Taras Kopchak who is a Marketing Manager at Cart2Cart, an automated shopping cart migration service founded in 2009.
4 Quick tips to Optimise your Product Pages

by Guest Poster

John runs the blog here at eCommerceLift and is a verified Shopify Expert. Interested in an initial growth consultation? Click here

7 years ago

4 Quick tips to Optimise your Product Pages

Elite Paris boutiques are setting up amazing window cases, Walmart is neatly decorating its product shelves, all the salespersons are running like mad and you… And you’re optimizing the only charming weapon of yours - the product page. Though it doesn’t look to be so much fun as a showcase installation, product page optimization has a greater importance on a conversion rate than any knick-knackery out there. So how do you drive sales and help customers to make a decision worthwhile of Shakespeare himself? “To check out or to abandon?” - there is only one correct answer. The following are a few tips to help your product page increase your bottom line.

Improve Your Images 

You probably already know that the image is one of the most powerful impression forming components of your product page. And while ⅔ of customers consider images to be VERY important, the same number of retailers neglect or underestimate them. 

  • Quality, Quantity, Size. A detailed and alluring product photo brings your customers closer to an offline shopping experience which positively affects their purchasing decisions (up to 9% conversion increase!). Also, it would be a smart thing to display your products from multiple angles and in different variations. Don’t be stingy on your photo’s quality and resolution - the more pixels you show, the more sales you get.
  • Bring Up Some Context. Display the shown item combined with other products, suggesting to by them too. Here is how it works: a customer searches for a blue top, finds it, sees a picture of a model wearing it combined with the white trousers, likes the trousers as well, buys two products instead of one. Cross selling in all of its brilliance!

Write Award-Winning Product Descriptions

Your products mean nothing without a paragraph of passionate text that creates the feel of discovery and instils an urgent desire to purchase. So ensure that writing qualitative descriptions is a top priority of your “to do” list.

  • Tell a Story. Long and boring description is what your product page needs the least. Though technical details are important, your ultimate aim is to sell, so try to make an emotional “customer-product” connection. Find out what your target audience interests are and write in a language that resonates with them. 
  • Avoid Baseless Claims. Don’t use cliches in your descriptions. “Exceptional product quality” - what is this phrase all about? Customers have never heard someone describe their product to be of an “average quality”. Instead of being naively persuasive, try to be more specific. By smartly describing its features and benefits, customers will make their own conclusion - whether the product is good or not. And make a purchase if it is.

Create Positive Social Proof

What is social proof? It is a marketing tactic aimed to ease the minds of suspicious customers. While shoppers are treating product descriptions skeptically, they like to hear from their own tending to be more trustful of other customers than of merchants. That is why creating a positive social proof on your product page matters.

  • Add Reviews And Ratings. As long as more than 60% of online shoppers would prefer to buy from a site with product ratings and reviews, make sure your product pages contain such. If the customers seem to be a little bit lazy, you can ask them for the reviews via automatic email a week or two after the purchase, offering an incentive in exchange. And remember to be transparent about the reviews, showing the good and bad ones as well - it will help to keep it real and increase credibility. 

  • Integrate Social Buttons. Some of the people use Facebook, Twitter, Google+ and other social networks for getting feedback on the products they’re interested in. Why not offer them a possibility of instant sharing then? Social buttons integration would become another contribution to a product page optimization, driving traffic and making your store visible on the social networks. 

Dispel Doubts 

Even the most motivated shoppers occasionally cast doubt at the last minute getting worried about the shipping, return policies, and warranties. There is a remedy: to remove concerns that stand in the way to committing a purchase, provide your customers with adequate information and a clear call to action.

  • Outrun the Questions. A properly optimized product page shouldn’t leave any questions behind, giving the shoppers no chance to second-guess their choice. So suggest all the possible Q&As right away alongside with the “Purchase” button. Here are the most valid ones: 
    • How much does shipping cost?
    • When will it ship? 
    • How soon will it arrive?
    • What to do if I want to save the product for later?
    • What do other customers say about the product?

In case your clients are interested in somewhat more specific info, ensure they can get contact information on the very same product page.

  • Optimize Your Call To Action. A must-have of any product page is at least one (or more if needed) call to action. The most important and desirable action a customer can take is to “Buy Now”. Thus, it has to be primary - distinctive, well visible and alluring to click. Other CTAs, secondary ones, can be used as well - “Add to Cart”, “Add to Wishlist”, “Compare”, etc. Though they play the function of keeping the customers on site, include only valuable CTA’s not to distract shoppers with too many options available.

Product page optimization is a case where going the extra mile is worth the effort. So don’t put it on the long finger, analyze what enhancements your product page requires and take care of them. 

1 comment

  • Personally, I think that product descriptions need to be very easy and eye catchy. Users don’t really want to see complicated things. They always like simple and short description. Now a day’s product review are the most effective marketing in eCommerce. Beside that image optimization also effective.

    annie on

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