11 Tips to Create Product Pages That Convert
July 10, 2015
Your product pages are the most important part of your eCommerce website. Whether you sell yoga pants or fishing rods, you have to develop product pages in a tried and true way to make and increase sales. And when you consider that the average abandonment rate of an online shopping cart is over 65 percent and overall conversion rates are typically less than 5 percent, you have little room for error.
To outperform your competitors, you need to follow these guidelines to create product pages that convert:
Titles: A product title needs to be descriptive and concise, and should include a focus keyword that differentiates it from other similar products. Keep the title under 65 characters, and avoid including your brand name due to character limits and SEO issues. Unless you have a well-known brand, a very specific, descriptive title will give your item the best chance of being a relevant search result.
Images: We’re all visual creatures. Images are the first things we focus on when we view a product page. Your product pictures must be professionally shot, crisp, clear, large and, hopefully, show your product in action. For instance, rather than just displaying a red sweater, show someone playing a game in your red sweater so they can see not just fit but occasions to wear it.
Descriptions: Compelling copy is obviously key in the selling process. Your product description should inform, assure, and motivate your prospect to become a customer. Concisely highlight all of the features and benefits of the product using bullet points to help visitors quickly read and digest them. Your descriptions should use your keywords in addition to price, shipping information, what it does, what it feels and looks like, sizes/colors, availability, and anything else that will influence a buyer’s behavior.
Call-to-action (CTA) buttons: Your “add to cart” and “proceed to checkout” buttons need to be clear and consistent on all of your product pages. Your CTA buttons are your “money buttons,” so they should be prominently displayed, in a bright color like green or red, and placed either below or to the right of the product’s image.
Prices: Much like the call-to-action button, the product’s price should be placed to the right and possibly below the product’s image. One way to make the price stand out on the page is to use a large font size, bold formatting, and a different color than the description.
Simplicity: Avoid clutter on your product pages. Make them as clean and simple as possible, featuring only the most essential browsing elements. Give your prospects the basic information they need—in the most visually appealing format possible—to make a buying decision fast and easy.
Load time: Speaking of fast, your product pages must load quickly. Slow load times (above the industry best practice of three seconds) lead to a prospect’s impatience and lack of confidence with your website—both of which can kill conversions. If your site doesn’t respond quickly, it’s time to revisit the things that are slowing it down—such as overly large images and CSS styles for background and border elements.
Customer confidence: Nothing builds confidence in your products like customer reviews. A prospect is far more likely to buy from you when he or she sees a testimonial from another happy customer. You reduce their buying anxiety by showing them that they’re not alone in their enthusiasm for the product.
Shipping costs: When it comes to customer confidence, another important factor is prominently displaying shipping information. Unexpected shipping costs are the leading driver of cart abandonment. Make shipping rates and times crystal clear and, if possible, make shipping free. Free shipping can be the difference between a sale and an abandoned shopping cart. If you can’t provide free shipping across the board, consider offering free shipping when a customer reaches a certain order amount.
Daily deals: Featuring daily deals is a great way to create urgency around purchasing a product. Let prospects know that they have a short window of time to pull the trigger on a purchase before the price goes back up. Keep updating deals at regular intervals so customers get into the habit of visiting your online store on a regular basis to discover new deals.
Videos: Including videos of your products in action can help your sales soar. Show the product at work in real-life, offer tips for getting the most out of it, answer common questions, and demonstrate its features and benefits.
From crafting snappy titles to using snazzy images to offering irresistible deals, your product pages are the lifeblood of your eCommerce website. Your sales opportunities are only as limited as your imagination and ability to turn these ideas into strategies on your site.
Get help creating compelling product pages on your website by contacting the experts at Magento. We can provide the advice and technical assistance you need to beat competitors to your customers.