How to boost your product page conversions

Apr 7, 2017 by
How to boost your product page conversions

In e-commerce, marketers send traffic to their product pages using a variety of methods, including guest posting, influencer marketing and paid advertising.

If plenty of people are visiting your site but they aren’t actually buying the product, then you have a problem with your product page. Here are some of the ways you can dramatically improve the conversions on your ecommerce product pages.

Use professional photographs

Regardless of how great your product actually is, perceived value is all that matters. If you have unprofessional, low quality photographs, then people will assume you have a low quality product. A quick Google search will allow you to find a freelance photographer in your local area: this is always preferable to the DIY cameraphone approach!

While the occasional shot of your product being used by a group of people can be useful, it’s best to make the bulk of your shots in the traditional ecommerce style: in a well-lit space, against a white background. If you are keen on learning more about the DIY approach and are prepared to buy some equipment, check out this informative guide by Shopify.

Integrate scarcity elements

If you’re sending traffic to a product page, there always needs to be a reason for them to buy the product then and there, instead of procrastinating until they eventually forget about it. One of the easiest ways to do this is by advertising a sale and installing a countdown timer on your product page. If you’re using Shopify as your e-commerce platform, Hurrify is an easily customisable, highly effective countdown timer that can be found in the Shopify app store.

Include trust elements and social proof

Customer feedbackIf you’re just arriving at a site for the first time and have no idea about the company’s reputation, this is not the ideal situation for making a purchase. After all, what assurance do you have that the company will deliver what it claims in their flashy sales copy?

This is where customer reviews can be utilised as a form of social proof. If you integrate reviews on your product pages, people can immediately see that other people have bought and enjoyed your product, which alleviates the fear of purchasing from an unknown company. Additionally, you may wish to include a money back guarantee logo or a trust seal to convey that your site is legitimate.

Graham Charlton, writing for Econsultancy, states that bad reviews can actually help rather than a hinder your marketing.

The benefits of bad reviews very much depends on the proportion of good to bad. The negative reviews make the positive ones more believable, but there is a point at which they ring alarm bells for consumers. If, for instance, a product page contains 15 reviews, and two are negative, then the other 13 look trustworthy. If that proportion changes, it’s a different matter.

Make your checkout process as easy as possible

Don’t force people to create an account just to make purchases from your site – this will lead to abandoned checkouts. Likewise, you should have all the usual payment options in clear sight on your checkout page. If you enable both Paypal and credit card transactions, you’ve probably got your bases covered!

Watch your visitor’s movements

With Inspectlet or a similar product, you can see people’s screens when they interact with your product page. This information is invaluable, because you can see which pieces of the page they’re interacting with and which they’re ignoring. Although it takes some trial and error, Inspectlet recordings can definitely help your ongoing product page optimisation process.

Conclusion

It’s unlikely that you will create an amazing, highly converting product page straight away. That’s fine; so long as you measure your conversions and continually innovate based on the feedback (such as Inspectlet recordings) and metrics available to you, you’ll have a much better chance of succeeding in the long-run!

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