How to increase product page conversions

May 19, 2017 by
How to increase product page conversions

Product page optimisation is one of the most mystifying processes of running an ecommerce business. Once you’ve managed to drive traffic to your site, the next task is ensuring a decent chunk of that traffic turns into paying customers.

If you don’t take conversion rate optimisation seriously, you might end up with a high traffic site that is still unprofitable. Fortunately, there are many alterations you can make to your product pages to improve their conversion rates.

Because each product page needs an individual approach, the best plan is to split test every alteration you make. Once your page has improved, as verified by conversion data, only then should you keep the new change. Always make decisions based on data instead of assumptions.

With that being said, here are some of the best ways to optimise your product page for conversions.

Add reviews

Social proof is hugely important in ecommerce. Ed Hallen, writing for Buffer, states:

Social proof is the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior.

If you’ve sent traffic to your site via Google Adwords or another paid platform, people aren’t going to know whether the bold claims in your sales copy are true or false. One of the best ways to build trust is by including reviews of the product on your page. Apparel retailer FigLeaves improved their conversion rates by 35% after adding reviews to their product pages.

But make sure that your reviews look legitimate. If your reviews are outrageously positive, this can look suspicious. Minor criticisms are to be expected, so encourage your customers to be honest when you solicit feedback from them.

Shopping trolleyOptimise your checkout

In a recent study, 28% of online consumers said they abandoned purchases because their desired payment method was unavailable. If you have a problem with abandoned carts, you might find that enabling Paypal at your checkout solves this potential problem.

Additionally, it’s never a good idea to force people to create an account just to checkout at your shop. You want to make the checkout process as seamless as possible. If you force people to register an account, add a ton of personal information and waste additional time making the purchase, they’re more likely to get frustrated and leave.

Experiment with CTA buttons

You might want to experiment with the size, placement and colour of your call to action button (typically “Buy Now” or “Add to Cart”) on your product page. In consumer electronics, green and red CTA buttons are the most popular, whereas in the clothing niche, black is the most popular.

Run some split tests and see which colour converts the best for your page; treat best practice advice only as guidelines until you’ve tested for yourself. You might find that choosing a colour that dramatically contrasts with the rest of your site helps to boost conversions, as it’s more likely to stand out.

Include an explainer video

One of the best ways to boost engagement on a product page is with an animated explainer video. In fact, including a video on your landing page could improve conversions by as much as 86%!

There are a number of agencies which specialise in this service, and will deliver high quality videos for an affordable rate. A compelling video is a great way to engage the types of people who wouldn’t bother to read a long wall of text.

Conclusion

Conversion rate optimisation can be a tricky process. However, if you split test meticulously and only change one variable at a time, you have a much better chance of being successful. If you want some help on improving your product page, our team of experts would love to be of assistance.

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