First impressions are crucial in all aspects of life, but they are especially important in eCommerce. Well-designed eCommerce websites are the difference between whether or not you achieve success in the world of online business. The homepage of your eCommerce website is the storefront of your business. So, why do many eCommerce business owners, who have engaging homepage designs, still find themselves losing conversions as visitors travel through their website? Two words- product pages.
Although customers decide to explore your eCommerce business if they get a great first impression from your homepage, it’s the other pages that may be causing you to lose business. That’s because so many eCommerce business owners put all their time and focus into the homepage and fail to understand the importance of design and functionality when it comes to their product pages.
How Do You Showcase Your Products?
Product pages are essentially the way in which you showcase the products your business offers. So, when it comes to conversions, they truly can make or break you. Effective product pages drive viewers to continue through the checkout process and make a purchase from your store. Ineffective product pages are the leading reason why viewers leave your store and turn to your competitors to do business.
So, what makes your product pages one of the most important parts of your eCommerce website? Product pages are important for many reasons. Let’s take a look at some of the reasons!
1. They actually get more traffic than your homepage.
Consider what actions you take as you surf the internet. When you go to the search engines to find something, in what ways do you search for the products you need? Most searchers don’t typically tend to search for brand names. In general, the average person looking for products and services online is searching for a solution to a problem they are facing. For example, if you need a place to shop for household essentials online, you wouldn’t likely search for the name of the company who sells them. The most common way to search would be “household essentials online” or “who sells household essentials online.”
When you search for products in this way, you will more commonly come across product pages before you come across a company’s homepage. Since viewers will land on your product pages before your homepage, product pages will get more traffic than your homepage. When you enhance these pages, you will make a better impression on your viewers.
2. Product pages have more room for SEO.
While SEO is important across your entire website, it is extremely important for your product pages. Unique product pages are what will set you apart from the competition. When you enhance your product pages, you will enhance your SEO results as a whole. Product pages can be more detailed than most other pages on your website. This allows your business to deliver better content and appeal to search engine rankings as useful, unique, and trustworthy. The better you rank in the search engines, the more your viewers will trust you as a knowledgeable reference tool and resource in your business.
3. Product pages are shared more often.
Another reason why product pages are more important than your homepage is that they are shared more often. Social media has completely changed the eCommerce business. Think about your own personal social media profiles and how often you see your friends sharing the products they like. People love to share useful or unique products on their social media accounts. While people may not be likely to share your website with social media, they will definitely share your individual product pages if you offer something they like. Attractive, well-organized product pages encourage social media sharing even more.
10 Ways to Create eCommerce Product Pages That Convert
Effective product pages create a clear, precise picture of your products. Product pages that combine the necessary elements of an irresistible digital experience lead to higher conversion rates and better eCommerce success. While there isn’t a specific formula you should follow for better results, following these 10 easy tips for your content and design will lead to higher converting product pages for your business.
1. Create an organized, detailed product description.
Product descriptions should be detailed and thorough if you want to convert customers. Remember, customers can’t see, touch, or try your products. They make a decision to purchase your product based on the information you supply to substitute the physical experience. High-converting product pages highlight the main benefits and features of your products. Use bullet point lists to make reading easy for your customers. Incorporate keywords into your description so you can rank higher in the search engine results.
While some eCommerce stores have thousands of products, delivering unique descriptions for your products is essential even if it is a challenge. Failure to do so won’t just put you at risk to lose sales, Google may even penalize you if you use the same content on more than one product page. Duplicate content will cause problems for your website when it comes to your SEO. Original, engaging, interesting product descriptions will greatly benefit your online store. Don’t overuse keywords. Be sure your description layout is organized and scannable. Use plain text and a neutral language and you create a better customer experience.
2. Provide high-quality product images.
Although quality product descriptions are crucial, high-quality product images are even more important. According to some studies, over 92% of people say that visuals carry the most weight when they decide to purchase a product. All product pages should have high-resolution photos that are free of clutter and properly lighted. Invest in proper lighting, mirrors, and backdrops to take better product pictures. Edit your images before you finalize your product pages to ensure they are well-lit and of optimal quality. Remember, your customers can’t see or touch your products before they buy.
When it comes to your eCommerce website, don’t use filters. Your images need to properly depict your products. While using filters may seem like a good idea, you don’t want customers to get your products and provide feedback that says your images don’t properly depict the product they received. If possible, use a white background when taking pictures of your products. On your product pages, be sure your images have the option to zoom for customers looking to get a closer look. Provide images from every angle and some that show how the product is used. Optimize your images for quality page speed and better SEO.
3. Include product videos where you can.
eCommerce businesses that use product videos also tend to see higher conversion rates. Videos can offer a live demonstration of your products. In addition to giving your viewers a better look at your products, product videos encourage viewers to spend more time on your website. This increases engagement rates.
Product videos also enhance your SEO results. In fact, they greatly increase your odds of front page search engine results. They are also easily shareable on social media. Be sure your product videos are short and informative. Since users tend to have short attention spans, quick, effective product videos will get more views.
4. Make your call-to-action visible and clear.
The checkout process has become faster and easier over time. That’s why you need to be sure viewers can find your call-to-action easily and quickly. A clear CTA will speed up the checkout process and create a better customer experience for those who know what they want. Use colors and copy that catches your viewers’ attention. Explore the psychology of color. Since certain colors create a sense of urgency or evoke emotions in viewers, color can be extremely effective in increasing conversions.
Your CTA buttons should be located in a place that is easy to see. The content should create a sense of urgency and grab the attention of your viewers. Use CTA buttons that say things like “Buy Now” or “Secure My Spot.” This will encourage action.
5. Highlight customer reviews.
Customer reviews hold a lot of weight with today’s consumers. Customers are more likely to buy from an eCommerce business that has good product ratings and reviews. Since product reviews encourage conversions, you can increase conversions by displaying customer reviews right on your product pages. This gives customers a sense of trust as you appear transparent. It also builds confidence in your products. Positive reviews can boost sales and lead to higher conversions.
If you don’t have a lot of customer reviews, send emails encouraging customers to talk. You can create an incentive for a discount or free product in exchange for customer reviews. Respond to any negative customer reviews you receive and make an effort to resolve any issues customers have with your products. Responding to negative reviews shows a different level of concern for your customers and can boost buyer confidence. Customers will feel they can count of you to deliver a great experience and resolve any issues you may encounter.
6. Include all shipping information.
Shipping and handling fees can be a deal breaker when it comes to customers. In fact, shipping fees play a big part in cart abandonment. You can avoid this by highlighting shipping costs on your product pages where they can be easily found. Customers should know exactly what they will need to pay before they follow through with the checkout process. If you offer free shipping, be sure to display that clearly. Since free shipping can entice buyers to add more products to their carts, deliver the message before your customers even being the final checkout process.
7. Provide recommendations for additional products.
Recommend related products on your product pages. These recommendations can encourage customers to buy more. Recommendations are an effective method of upselling. You can promote pricier products or suggest products that compliment what the customer already plans to purchase. Recommendations also encourage cross-selling, another effective marketing strategy. Make sure recommendations are effective by incorporating links that make it easy to navigate back and forth between the products.
8. Make product pages SEO friendly.
Remember, most customers are actively searching for your products when they land on your product pages. Make sure your product pages are SEO friendly. Add keywords to your titles, tags, and copy. Include popular search terms in your product titles. Make your titles easy to read so they engage customers when they come up in the search engine results. Optimize your pages with meta descriptions and titles and images with alt text. Use internal linking when creating your product pages. Optimize your design so your pages load quickly. The better your SEO, the higher your conversions.
9. Create product pages that are mobile-friendly.
Over 60% of eCommerce business is now done on mobile devices. That’s why your product pages need to be mobile responsive. Additionally, Google now requires eCommerce websites to use a mobile algorithm. Product pages need to be mobile friendly, fast to load, easy to navigate and properly display images and descriptions. The better the shopping experience, the higher the conversions. As with the above tips, make sure your mobile site features high-quality images, well-designed product listings, and clear call-to-action buttons.
10. Incorporate social sharing buttons into your product pages.
34% of online shoppers say that social media influences what they buy. Incorporate social sharing buttons onto all your product pages. The easier you make it for customers to share your products, the more likely they will be to do so. You can also create social media hashtags that consistently tag your products across social media platforms.
Product pages are of extreme importance when it comes to your eCommerce success. Effective product pages create a solution for your viewers. When you put a little extra effort into your product pages, you’ll create a memorable shopping experience that encourages customers to follow through with the purchase of your products. When you create value for your products, you will drive conversions through the roof. Better product pages mean better sales and a better eCommerce business with a large base of happy customers.