With sales projected to reach $1 trillion this year, ecommerce, especially here in the US, is definitely booming. But with that comes stiff competition, and if you want a piece of the pie, you have to ensure that your online store is up to par. That means that the battle doesn’t end when you drive traffic to your website–you also have to make sure that those visitors convert into paying customers.
The thing is, lots of online store owners focus on beautifying the homepage and all the other general functions of the site but give the actual product pages a backseat. This is where they’re making a big mistake because the truth is, it’s the product pages that will make or break a sale. After all, it’s where the checkout button is!
With that said, here are 13 tips on creating product pages that won’t let your visitors leave without hitting that all-important checkout button:
#1 Know Your Visitors
Of course, everything must be anchored on knowing who actually views and visits your product pages. Apart from knowing their interests and pain points, this lets you adjust your pages’ features according to the following factors:
The Language and Currency They Use
When you know where your visitors are coming from, it’ll be easier for you to adjust the language and currency settings on your product pages. You wouldn’t want to lose a potential sale just because they can’t understand what’s written on your site or they’d have to go through the hassle of converting your prices.
The Design Styles and Themes They Prefer
Some visitors prefer a more minimalist approach while others would rather see more engaging visuals. If you know your visitors well, it’ll be easier for you to decide how you should present your product pages in a way that appeals to them.
Their Slangs and Jargons
If you’re selling to a distinct niche or younger consumers like the Gen Zs who make tons of viral slang each day, then you can also use their language on your product pages. This way, they can easily relate to what you’re saying and feel more connected to your brand. (Just don’t overdo it!)
To know your visitors, you can use Google Analytics or your ecommerce platform’s very own analytics tool. Make sure to monitor your pageviews and other key metrics regularly so you can detect any changes in the behavior of your visitors.
#2 The Less, the Better
We get it. It can be quite tempting to put lots of stuff on your product pages. After all, you want to show your visitors everything that they need to know about your products and your store before they make a purchase, right?
However, showing them too much info on a single page may just overwhelm or confuse them. This is especially the case if the majority of your market are old folks who simply want to purchase a product without having to go through all the hassle. Not to mention, making your page look too cluttered can make your brand seem unprofessional.
Put yourself in your visitors’ shoes and think about what kind of information they would need to see before making a purchase. Then, leave the rest for other tabs or pages on your website. You don’t want to be that annoying sales guy who just won’t stop talking, do you?
#3 Make Your Product Page Mobile-Friendly
With m-commerce sales being projected to make up over 70% of the total ecommerce sales for the previous year, there’s no denying that making your product pages mobile-friendly has become more important than ever.
To make a long story short, you need to ensure that your product pages can be viewed and navigated seamlessly on mobile devices. This means that you have to optimize your images, videos, and text for smaller screens. You should also make sure that your CTA buttons and other important elements are placed where they’re easy to see and click on mobile devices.
#4 Use the Right Blend of Visuals and Text
Whether it’s for desktop or mobile, using the right blend of visuals and text is always a must. After all, the only interaction that your visitors have with your brand is through what they see and read on your product pages.
Think about it this way: A picture may be worth a thousand words but that doesn’t mean you should ditch the text altogether. In fact, using too many visuals on your product pages can actually make them look cluttered and unappealing. The key is to find the right balance between visuals and text so you can still effectively convey the message.
If you’re selling shirts for example, 1-3 pictures with a short video for every design or collection can be enough. Just make sure that the quality of your visuals is top-notch so you can leave a good impression on your visitors.
#5 Showcase Your Product’s Best Features
As you pick the images and clips to use on your product pages, always keep in mind to showcase your product’s best features. This is your chance to show them why you’re proud of your product and why they should be too.
If you’re selling apparel, it’d be great to let your visitors zoom in on the fabric or the intricate details of your design. If you’re selling practical items like bags and laptop cases, you can include short clips that show how much stuff they can fit in. The key here is to highlight what makes your product special and different from the rest.
#6 Keep Them Aligned With Your Brand
From the colors, the image aesthetics, and the words you use in your descriptions, everything on your product pages should be kept aligned with your brand. This is important not only to ensure consistency but also to create a more recognizable and trustworthy brand identity.
#7 Give Your Product Descriptions Some Personality
Lots of product descriptions are quite “meh”. They lack personality and they sound like they were written by a robot. If you want your visitors to actually read your descriptions, make sure that they’re engaging and interesting.
One great way to do this is by injecting some of your brand’s personality into them. Write as if you’re talking to a friend and use a tone that’s consistent with the rest of your website. You can also try using storytelling to make your descriptions more engaging.
If you’re selling to the younger shoppers like millennials and Gen Zs, you can include some emojis and lines from iconic memes to make your descriptions more relatable.
#8 Use the Right Keywords and Hashtags
Speaking of product descriptions, make sure that you’re using the right keywords and hashtags so your target shoppers can easily find your products. If you’re not sure which keywords to put, try using SEO keyword tools like Keyword Surfer and Google Ads’ Keyword Planner.
#9 Social Proof Is Key
If you want to increase your conversion rates, you need to ensure that your product pages have social proof. This can come in the form of reviews, testimonials, customer photos, or even social media posts.
When done right, social proof can help increase your visitors’ trust in your brand and your products. It also helps create a sense of FOMO (fear of missing out) which can prompt them to purchase your products before they run out.
#10 Use Urgency and Scarcity Tactics Sparingly
Sure, promos like “limited time only” and “while stocks last” can help push your visitors to purchase your products. But if you use them too often or in the wrong context, they can come off as desperate and even turn your visitors away.
So if you’re going to use urgency and scarcity tactics, make sure that they’re actually relevant to your products and your promos. For example, if you’re selling items that are in high demand or have a limited supply, then using these techniques can be justified. But if you’re only using them for the shock value, then it might do more harm than good for your business.
#11 Make Your Call-to-Action Buttons Impossible To Miss
Of course, the goal here after all, is to make them hit the add to cart or checkout button. So make sure that your call-to-action buttons are visible and impossible to miss. Make sure their colors and font stand out from the rest of your product page. And if you’re worried about visitors missing them, you can even add a second call-to-action button at the end of your product descriptions.
#12 Do Some A/B Testing
If you’re not sure which elements work best on your product pages, try doing some A/B testing. This involves creating two versions of your product page with slight variations in the design, copy, or layout. You can then use tools like Google Analytics to track which version performs better in terms of conversion rates. From there, you can make the necessary changes and continuously monitor your results to see if there are any further improvements that can be made.
#13 Look for Inspos
Learning from the bests is always a great way to up your game. So take some time to look at other product pages—not just from businesses in your industry, but also from brands that are known for their amazing product pages. See what elements they use, how they layout their pages, and what kind of language they use in their descriptions.
You can check out these product pages featured by Shopify for some inspiration!
Getting Your Customers’ “Yes” Before They Even Reach You Product Page
Ready to make product pages that actually convert? Great!
Now, we’ve added some bonus tips below on how you can get your shoppers to say “yes” to your products even before they reach your product page. Check these out:
Advertise on the Right Platforms
This one’s a no-brainer. Nowadays, advertising on social media sites like Instagram and Facebook has become the norm. However, you have to make sure your visitors are actually active on these platforms. For example, if your target market is composed of older shoppers, then advertising on Snapchat might not be the best use of your resources.
You wouldn’t want to shell out money on boosted ads that your target market won’t even see, right? So do your research and find out which platforms your target shoppers are actually using.
Link Your Ads to Your Product Pages
Once you’ve found the right platforms and you’re done crafting content that your followers will love, it’s time to start linking your ads back to your product pages. Remember, the goal here is to get your shoppers to purchase your products, so make sure your ads lead them right where you want them to go. If your ad is too vague or if it links to your home page instead of your product page, then you may lose potential customers along the way.
Some customers prefer to talk to a real person before they make a purchase. This is especially the case for those who are buying customized items and those who have specific questions about the product. If this is the case for your business, then make sure you’re reachable and responsive on your social media pages and on your website.
You can add a chatbot on your website or include your contact information on your product page. This way, you won’t lose potential customers who just have some clarifications that they need answered before they proceed to checkout.
Here’s to More Checkouts and Successful Store Sessions!
With all the software and apps out there, making an online store seems like a breeze. But as you’ve probably realized by now, there’s more to it than just setting up shop. If you want to be successful, you need to put in the work and make sure every element of your store is optimized for conversion.
Product pages play a vital role in your store’s success. After all, this is where you’ll be selling your products and convincing your shoppers to hit the checkout button. So make sure you create pages that are not only informative but will pass all the standards and vibe check of your target visitors!
For more online store and print-on-demand business tips and tricks, check out the Awkward Styles’ blog!
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