How to Optimize your eCommerce Product Detail Pages to Drive Conversions

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The Outbreak of the Corona Virus has pushed the industries of the world towards eCommerce. It has become more of a necessity for survival than an option. Otherwise, many small businesses were contently taking care of their brick-and-mortar stores.

Today, however, you will see that even a bakery store has a website or a shoe store for that matter. Why is that? Because the government keeps imposing lockdowns, which is affecting the businesses, and if you have not taken your business online already, you are in for huge losses.

So, if you haven’t already jumped on the bandwagon of the E-commerce store for your business, it’s about time. And once you get into it, you will have to deal with several tech components that you wouldn’t have otherwise. Why? Because when you have an online business, it’s a big job to bring in customers, to get them to trust you, and to buy from you.

In this article, we will outline a few things about your eCommerce store that you can work on to bring in more customers. These ‘customers’ in the ecommerce world are called conversions. Because a person will visit your online store, doesn’t necessarily mean he or she will buy from you as well. This is why this article will be beneficial for you to understand how you can optimize your product detail pages to get real customers.

Optimizing Your Ecommerce Store

Many people work on their website’s home page to make it more attractive, to drive traffic, and unfortunately leave out the product details page. However, to convert leads into customers you need to work on your products and services page equally, that you do on your homepage.

 icon-angle-right Product Listing Page

Imagine a person entering your brick and mortar store, what do they do? They browse through the store to see products they like. Similarly, when you have an eCommerce store, people visit your store and then browse through the products listing page.

So if your product listing page is not attractive or precise to the consumer’s eye, you will end up with lots of people exiting the page. And as a business owner, this is something you do not want at all. So how can you optimize your eCommerce product details page?

Below we have mentioned a couple of things that you should do on your listings page to drive traffic and have more customers.

Tips to Optimize your eCommerce Products Details Page to Drive Conversions

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Tip #1. Product Photography

When you have an online store, your product must be displayed properly. By properly, I mean you can see the product clearly, there is no distortion in the background. Give customers the option of zooming in on your products.

Lots of online stores get a professional product photographer, who takes pictures of your company’s product with the best background and lighting possible. Customers must be able to see the products from every angle, so be sure to upload photographs from all angles.

You can also make use of the 360-degree camera option of products. The better you display your product, the more likely your customers are not disappointed and you get positive reviews as well.

You can also make the view of your product change using different tools and software so when the customer sees it, its shows two images of the product. Because if your customer is not attracted by the first picture, they might be interested in the second one. So use the product view and model view both for your customers on your product listing page.

Tip #2. Personalize the Shopping Experience on your Online Store

I know, you are probably thinking, how can you personalize shopping from an online store? But the truth is, today we have so many tools and gadgets the can make the shopping experience almost the same as visiting an actual store.

Let me give you an example here, have you seen companies like Sephora or Wholefoods sending you emails with personalized discounted offers? This is how you personalize a shopping experience, an email with your customer’s name on it with the label of an exclusive, limited-time offer just for you. These are the kinds of things that make a customer feels special and think that he or she is getting a personal offer and encourages them to buy from you.

Also today we have tools, with which we can use consumers’ data to show them what they want to see. So for example, if you saw a pair of socks you liked on the website, you will immediately see websites recommendations with photos labeling them as “see similar items”

All these small factors play a big role in giving your customers a personalized experience.

Tip #3. Use Triggers on Product Images

Have you ever entered an online store and you see that label, “best-selling’ or “trending” over a product’s image? These labels are called persuasion triggers. These triggers will help a customer think that this item is trending, and will persuade them psychologically to buy the product.

Let me give you an example, see the Maybelline’s Product listing page, do you see how they have used persuasion triggers on a few of their products, like “America’s #1 Foundation” on their list on the foundation page.

So this is how it’s done on the online store, you tag your products with persuasion triggers. The most commonly used triggers are:

  • Best Selling
  • Trending
  • Customer’s Favourite
  • Recommended
  • Best Reviews
  • Rated no. 1
  • Award Winner

Similarly, depending on your product’s industry, you can use lots of trigger points to appeal to your customer’s psyche. Another psychological factor you can use on your customers is to make them feel scared that the product will sell out, the fear that so many people are buying the product and the fear of missing out will compel your customer to buy that product.

A sense of urgency is what works well. And this is what we just described above in the paragraph. Don’t you see a lot of product listings with labels like ‘out of stock’ or ‘only 1 item left’?

So first thing first, create persuasion triggers on your product listing to convert your leads into customers. Everyone, literally everyone, in the eCommerce business is doing it, From big corporations to small one-employee stores.

Tip #4. Discounts and Saving

Needless to say, as humans, we always want to save money. So automatically when we see the word “Discount” or “Save 50%” it immediately makes us want to buy things. Price is one of the top reasons that people buy.

A lot of online stores are also giving an option of comparing products based on pricing. If you enter a Samsung store, and you are browsing TV’s, you will see the website will automatically show you similar products with fewer pricing features, etc.

You can also use a feature like “get two products at the price of one” or show an alternate of “Get all 4” at the price of xyz$.

Tip #5. Show Reviews and Testimonials

The online world is full of fake products and businesses as well. So, a lot of us as customers, before buying anything online see the review and testimonial pages of products you want to buy or of the company page you are buying from.

If you regularly buy from amazon, you see they have even filtered their product listing based on customer reviews. This is why Amazon is the best online selling platform in the world. You get to see the reviews of the products, before actually buying them. Similarly, you should add reviews of your customers on your online store as well.

These reviews and testimonials help with the credibility of your business and customers are more likely to trust your company and buy from you. Hence, make sure you tell your customers to write you reviews and display them when a customer clicks on a product to see.

Tip #6. Customer Reviews

Just like testimonials, customer review is another important element of online shopping. This is a very common element used in online stores. Customers are more likely to buy products that are rated 3 or 4.5 above.

A lot of stores offer filter options of the products based on reviews as well so the customers have the satisfaction of buying tried and tested products.

Tip #7. Don’t Forget the ‘CTA – Call to Action Button

This is a very important part of online shopping. At the end of your product or any review, or blog on your website, you must have a call to action button. This button either says, “Buy now” or “Add to cart”.

Depending on the kind of content, you can also add the CTA button, “Call us now”, “Message Us” or Contact us.

Conclusion

Optimizing your eCommerce store can have amazing results and can give you a lot of conversions. So if you have not upgraded your website, it is about time! We hope don’t forget to incorporate our tips in your online store aesthetics and strategy!

About the Author!

Jamal writes about the influence of social media on modern-day business activities. He’s best known for designing social media strategies for some of the well-known global brands. His recent interests are in helping a local footwear brand elevate their Peshawari Chappal sales using the power of social.

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