Steve Jobs, CEO of Apple Inc., realized
that a product is not enough to bring in customers, but the experience around
the product is a real appeal, so Apple redesigned all of its stores, investing $10
million/store. What was the result? $4551 per square foot increase in sales. The
strategy made Apple the best retailer in US.
Considering the experience of
Apple, the demand of web world is also somewhat similar. A perfectly designed
website, providing enhanced shopping experience, supports piling up conversions.
The worst thing seen at ecommerce stores is ignoring the product pages. Storeowners
invest a lot in launching and promoting new products, but ignore presenting
them effectively. This post will tell the storeowners about how to improve the product
pages, resulting in increased conversion rate.
Use
Image Power Of Products
Product images are the first
thing 67% buyers notice while shopping online. Improve the image gallery presentation
to make them converting. For that, consider the following things:
Hire expert photographer to take
images of the products. Images should be realistic to impress the prospects.
Think about high resolution images.
Not just because these are in trend, but also because these are highly
converting. If there is a space issue, allow zooming feature.
Use multiple images for a product,
showing close-ups. The images should be of real people using your products. If the
products have multiple sizes, styles, and colors, allow images to dynamically change
so as to let buyers have a clear view of each option.
Write
Persuasive Technical Descriptions
It’s not just about product
images to make product pages compelling, but the technical copy should also be
persuasive for the desired action. Create a situation or a story revolving
around your product and tell consumers how much benefits your product may
offer. The technical copy should be written while considering the target
audience’s interests. The language used in the product description should also
resonate with the target audience.
For example, both Amazon and
Apple sell tablets; however, the strategy of both is different. Apple goes
creative and builds stories around its products, whereas, Amazon goes practical
so shares the benefits of using its products. Both are gaining benefits out of
their specific approach.
Make
CTA Button Standing Out
Call to action button should be
simple, yet compelling for the buyers to click at. Make it easily findable. Using
complex images, links, and UI elements will add confusion for the buyers. The
size of the CTA should be large for a quick glimpse and colors used should be contrasting
against the ones used at the site. If there is a secondary CTA button as well (add
to cart), place that below the primary CTA. Avoid mislabeling the CTA buttons
like if it’s directing towards cart, mention that clearly and if it’s leading
to checkout page, use the words of Buy Now. All these things about call to
action button will surely help increasing the conversion rate of your ecommerce
store.
Garnish
With Product Reviews And Ratings
Let the buyers know how much satisfying
your products are among the customers. Get realistic product reviews from the
customers and allow them to rate your products as well. Both these things will
support enhanced conversions. According to a research, conversion rate of
ecommerce stores having product reviews is 12.5% higher than those lacking
them. For a single product, conversion rate increases by 35.27% after having
reviews. The count of reviews also matters a lot. 20 plus product reviews increase
conversion rate by 83.85%.
At Amazon, the rating stars are present
below the product title. There is a special page section, purely for product
reviews. The customers are also encouraged to rate the most helpful product
reviews. Better to get real product reviews from real people, it will increase the
authenticity of your web store. Include good as well as the bad product
reviews. Another approach being followed is using Facebook comments as product
reviews because each review is connected to a Facebook profile.
Mention
Any Guarantees And Warrantees
If you offer any guarantees or
warrantees, mention clearly at the product page. Buyers are keen to know the
shipping time before making the final deal. If you have separate shipping
charges, mention along with the product price, instead of letting customers
reach the checkout page and know about the shipping cost. The later situation
may cause cart abandonment.
Product warranty and return
policy, if clearly mentioned, will remove any worries of the buyers because
they know they could return the product if it’s damaged or broken. It will also
help building trust with the customers. It’s another tactic to improve
conversions.
It’s not tough to create a new
product page and publish that, but it requires efforts to make that
conversion-friendly. Hire experts to design and optimize the product page for more
conversions, more sales, and more revenue.
Is this post helpful to optimize
the product pages of your ecommerce store? Share your views!
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