For an eCommerce website, product page has the most important role in generating conversion. Visitors mostly visit the product page to find all information they need before making a purchase decision. Moreover, the product page of your eCommerce website should be able to compel the visitors to convert, not making them leave for good. You can take advantages of elements in product page to increase the conversion rate.
Provide the answer first
The basic of product page is to answer the questions arise regarding the product. The availability info, price, and the product detail description are the vital element of the product page. However, the potential buyers are likely to have more questions than that. Providing FAQ section about the product can help visitors in a shorter time. If you have color options for a product, then you should provide the swatches instead of making it into three products.
Display product photos from multiple angles
People need to see what they are going to buy. That’s why you need to provide product photos as clear as they can. In addition, product photos should provide the visual detail of the product. Having multi-angle photos with zoom feature is a must on the product page.
Show product video
Displaying product video is the perfect way to show how your product in action. The real example of product use will make the potential buyer understand better about the product as they can’t physically examine it. If creating product video is possible, then you should go for it. Simple and short video without sound works as you can see on Net-A-Porter or Zappos.
Highlight the special offer and product badge
After stating the free shipping and/or free returns offers on the homepage, then don’t forget to display the information on your product page too. You can also put the product badge such as product guarantee or authentic badge. This can be applied when you give a discount for the price. Highlight the cut price and use a countdown timer for time sensitive offers.
Proof the quality with customer review
Visitors can cancel to buy when they think your website can’t be trusted or they’re afraid that once the product arrives, it doesn’t meet their expectation. Customer review on your eCommerce site can erase that fears from the potential buyer. You can encourage the customer to review by offering a gift in exchange such as a discount. The alternative way is curating good testimonial and put in on the homepage or particular section.
Wishlist for later
If the visitor isn’t ready yet to make a purchase, let them save the product to their wishlist. Rather than lose the conversion at all, this way you will have better chance to get conversion when the visitor come back later. When they come back and ready to buy, visitors can easily find what they wanted in the wishlist.
Make Add to Cart and Buy Now buttons standout
Make sure Add to Cart/Add to Bag and Buy Now buttons are easy to find. Note that Add to Cart button and Buy Now button have different purposes. Add to Cart button will add the product to shopping cart and the visitor can continue to browse more item, while Buy Now button will direct the visitor to the checkout page. So once your visitor is ready to make a purchase, they can easily click the button.
It seems simple but in reality, many people still make mistakes by neglecting the steps. Those steps are the key to make your product page better as they emphasize the trust factors needed by your potential customers. If you neglect them, then obviously it will be hard for getting a conversion. Also, make sure you have the right layout to arrange those elements together in a single page both for desktop and mobile version like you can do with Upscale.
If you have more opinion to improve the conversion on product page, don’t hesitate to give your thought on the comment below 🙂