Your product page design could bring you a conversion of about 7.91 percent.
It could bring you such a promising conversion only if you’re a part of the fortunate 18% of eCommerce stores that have their UX game in place.
Otherwise, your site’s design – particularly product page design – is below the acceptable level. And there’s a high chance you’re investing pointlessly.
None of that sounds good, we know.
But that’s exactly what we will be changing today. We are going to make it sound good. Simply by assessing and improving your product page designs so that they bring your online store 10x more business.
About how and why – Let’s get the tea.
What is Product Page Conversion Rate?
By definition, page conversion refers to a process wherein a user visits a page and takes a valuable action associated with the page.
For example, if you have an online store and have a page that sells a product (say a black bag). Now, if your user stays on the page for a good while and decides to purchase the black bag, then you just got your first-page conversion.
Conversely, we also call the page that converts a conversion page. Generally, eCommerce stores target the landing page. It is a common but misled belief that the landing page of online stores has the best potential for conversions.
Owners and marketers seem to believe so because it’s the landing pages or home pages that receive the most traffic. However, not all of this traffic converts. In effect, almost no traffic on this page converts, which in turn renders it all useless.
Well then, that may leave you wondering if you should be investing in your landing page at all. Here’s a detailed analysis by Apexure, which can help you decide the best.
For a quick summary: it’s not wise to entirely ignore your landing page because it establishes your brand personality and creates brand awareness. But the actual buy and sell process occurs at the product page.
So, to sum up, the product page conversion rates refer to a successful visit to buyer conversion. It refers to the count of people who bought the product list on your page, considering the count of people who visited your page.
Features of an Ideal Product Page
The product page of your website holds the most potential to make the visitor click the buy now button. It is where your products are on display in the virtual world.
Since you’re not physically present to convince visitors into buying, you must equip the product page with features that serve a salesperson.
Here are the five fundamental features of a high-converting product page:
1. Optimized Product Titles
The title of the product not only tells a reader what you’re selling but to the search engines too. Thus, you must optimize it to pop up into the engine when people put in the relevant search query.
For example, let’s suppose you decide the product title to be Blue Small Floating Ball Toy for Dogs.
This particular title tells the viewer a lot about the product. But there’s no point to it if your target audience of the USA searches for floating dog toys. Your product will never show up on Google.
Hence, before deciding on a title, use appropriate keyword research tools and find what terms your target audience uses. We recommend Hotjar, an advanced analysis tool that provides deep insights.
But, if you require a predictive insight to your audiences’ behavior or an interface that integrates well with iOS and Android, then it’s best you consider these Hotjar alternatives. Full Story and Customer Egg are our favorites.
2. Accurate Product Descriptions
The product description provides the customer with the information he needs. It is the text appearing below the product name and photo. And so, you must use it to both; educate about the product features and convince the reader to buy.
However, do not write several paragraphs worth of content. Remember, in an ideal circumstance, your potential customer is likely to be browsing the products. He doesn’t have the time or the intent yet to explore each product in detail.
You need to grab his attention by telling him about key features and convincing him to buy. Thus, it’s best to keep product descriptions precise, informative, and persuasive.
You can also use bullet points to convey the information efficiently. If you wish to provide detailed insight, add a small Read more button under the description.
Moreover, similar to titles, insert relevant high-ranking keywords in your product description. But, make sure you sound natural and do not overstuff keywords.
3. Quality Photography
It is a well-known fact that photos derive more engagement and attention than text. So, your product photos will be the highlight of the page. They certainly should be the best for the most conversions.
Here are some key points to increase the quality of product photography:
Make it Professional
A professional image automatically heightens the impression that your brand and product quality are high. It satisfies your customer’s expectations and gains their trust. How?
Well, professional product images are clear, high-resolution, and vivid. They show the customer what the product looks like in detail. Since the product is not available physically, the images provide them insight and satisfy their curiosity.
Make it Uniform
Uniformity of the product images contributes to the professional outlook of the product page. You sure can get creative and capture different products from different angles. However, this would distract the reader from the product.
Remember, you need to sell the product and not the photography skills. An ideal product photograph would include the item placed in the center of a white background. This particular setup makes the product pop and encapsulates the onlooker’s attention.
Make it Big
According to one study, the usage of super-sized images in product listings doubled the conversion rate. Meanwhile, slideshows increased the rate by a staggering 65-percent.
So, it’s best to display zoomed-in images of your product. Again, this gives the potential customer a better look at the product and helps them decide whether to purchase or not.
4. Better Call-to-Actions
A call-to-action statement, also called CTA, encourages an immediate response from the reader. It is a marketing term used for phrases that call the reader to take some action.
Please note, these CTAs comprise a few words and not sentences. Some typical examples include; read more and click here now.
Usually, in e-commerce sites, the CTA statements direct the user to a link. So, they can make the purchase. Try to make your CTAs more effective for the best results.
3-Best Tips to write killer CTAs
- Add a sense of urgency, such as buy now on a limited-time offer!
- Start strong, and use words like join and shop.
- Remind the reader exactly why he/she should buy the product before adding a CTA.
5. Authentic Customer Testimonials
Almost 84-percent of people take customer reviews and feedback as personal recommendations. Well, this shows the convincing power of customer testimonials.
Create a dedicated section on your product page that pops out visually from the rest of the content. Display all your customer testimonials to increase the conversion rate.
Remember, when people see what other people have to say about you, it builds an air of trust. It helps even better if you’ve got a testimonial from a renowned personality.
In case you’ve recently started and have no customers, send your products to a few reputable social media influencers and do guest posts on high-authority websites. You will get both your testimonials and publicity!
How Can You Do it Better?
You now know what’s up and about. You know what product pages are, what do we mean by product page conversion rates, and what makes up an ideal product page.
But if it were so simple and formulated, all of the eCommerce businesses out there would be outperforming their very own expectations. Wouldn’t they?
Unfortunately, that’s far from reality. We saw that only 18 percent of businesses are doing well. And these 18 out of 100 are doing something that the remaining 82 percent are missing out on. They’re not going the extra mile to take their product pages from being ideal to stellar.
If you wish to do otherwise, then here are a few tips from experts:
#1. Improve the Loading Speed
Jackie Jeffers’ research in 2019 revealed that the first five seconds that the visitor spends on your page are crucial. They determine the fate of your conversion rates.
If your product page loads within the first five seconds, the user stays. And then naturally they proceed to the stage of the purchase process, i.e., browsing and choosing. If it doesn’t, they leave the page for good. You lose one potential customer.
The slow page speed could influence their experience to an extent that they may quit on your website altogether. Instead of jumping onto other product pages or other categories on your website, they will go back to the search engine and pick another store to shop from.
Now, the question is: How do you improve the loading speed?
Firstly, test your page’s speed using tools like Google Speed Insights. Ideally, your page should load within 2-5 seconds.
If it doesn’t, optimize the media data on your page. The images you upload should be less than 2 MB. As for the videos, these should be less than 25 MB.
Certainly, you should not compromise on the quality of your images. We recommend using tools like Kraken, Tiny PNG, and JPEG Optimizer for compressing without losing quality. For videos, you can use Video Proc, PowerDirector 365, and Movavi Video Converter.
#2. Optimize it for Mobile
With time, more and more people are browsing through their mobiles than their computers. This recent survey on the matter suggests that more than 55 percent of internet traffic belongs to mobile devices.
And technically, that means optimizing your product pages for mobile is directly proportional to conversion rates.
If you make your product pages suitable for all resolutions and mobile-responsive, your visitors will have a smooth experience irrespective of the device browsing on. Consequently, this will ensure a positive user experience and sustain your client base.
About how to do it, well, you’ve to entrust your web developer with the job. But even so, here are a few things that you must ensure:
- The buttons should be large enough.
- Use 14 px font size or greater than that.
- Avoid using flash. It slows down the loading speed.
- Turn off Auto-correct for spaces where the users fill in the information.
- Provide an option to your users to switch to the desktop version on mobile.
Of course, there’s significantly more to mobile responsiveness. But each element is specific to your company’s preferences and objectives. Discuss it with your web development team and take the necessary measures.
For those who struggle with remote work and find it difficult to communicate page design ideas with their team, we recommend using Figma.
#3. Give a product tour
By definition, product tours are virtual walk-throughs of your product. If you have an eCommerce store, product tours refer to a close examination of the product you’re selling.
Imagine you’re selling a refrigerator. The user should be able to click on the fridge doors and examine the insides. If it’s a cushion, the user should be able to click on the product, zoom it in, and examine the fabric. Great product tours even allow the user to change the colors and check out the look of the product.
For SaaS companies, a product tour could mean a walkthrough of the entire software, demonstrating the features it has to offer.
A product tour is not an integral part of product page design. You can have a page without the tour. But if you add it up, there’s a high chance you’ll convert your website visitors.
#4. Monitor the Reviews & Remove Negative Content
Above, we’ve suggested two technical measures to improve product page design. Now, here’s one to help with the visual and psychological experience of your audience.
Vendasta’s list of important marketing statistics mentions that about 88 percent of consumers report that their online purchasing decision gets influenced by the reviews they read online.
Big Commerce informs us that 70% of people entrust a business with their time and money only upon reading positive reviews about the products.
The findings given above make the importance of positive reviews on your product page very evident. If the potential buyer reads a positive review about a product that they’re considering buying, they will likely end up purchasing it. The reviews will boost their confidence and encourage them to take the risky step.
With that said, removing negative content from your product pages is equally necessary. If your potential buyer reads a negative review (either published on the same product page or otherwise), they’ll get discouraged. And they might not try your product even if you’ve now improved your product after receiving a negative review.
So, what you can do is remove negative content entirely as soon as you’ve resolved the complaint or fixed the issue.
Summing up, a good product page design means a good user experience. And a good user experience means greater sales.
So, to bring your business the boost it needs, make sure you pay due attention here. Good luck!