How To Create Product Page for Better Conversion

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 🙂

4 Tips for Creating eCommerce Product Image That Sells

Product images are one of the essential parts of an eCommerce website. It is the important element that provides further information about the product and makes your eCommerce more trusted. Therefore, displaying high-quality product image is a must for your eCommerce website. If it’s in your budget, you can have it done by hiring the pro. But it’s also possible for you to take the matters from the production until optimization.

Produce High-Quality Product Image

  • Choose right camera and lighting

To produce a good image, then you need a basic equipment. Search for the best camera and lighting equipment you can afford. If you think your smartphone camera is capable for this job, then go for it. For the lighting, try to get natural lighting as much as possible and avoid to use flash. You can enhance the images later through editing.

  • Use white background

You can never go wrong with white. White background is effective to draw attention to the product and give a clean and professional look. Use white backdrop when taking photos to simplify your work in editing after. Of course, you can use background other than plain white, just remember that the background you choose should emphasize the product.

  • Show zoom details

Make sure you take the photo in high resolution that carries enough the details of the product. It’s important to let shoppers zoom in the images to get a further impression of the product. Besides, there’s no point in optimizing low-quality images later.

  • Provide alternative views and angles

As the shoppers can’t see and touch the product directly, it is the basic to provide visualization. Show the product in multiple angles. Mostly the main images to display is the front view of the product, then include the angle from above, below, behind, the side. If the product has any unique features, textures, or patterns, provide the close-up shot of it too. Also show the images of your product in use.

If you have the product in different colors, then show it as the product images. This way shoppers can have the idea how the product looks in different colors rather than only assuming from the color swatches, or worst, from the color list.

  • Be consistent

Create consistent product image to ensure that they all will look good together. The consistency will create a smooth, clean-looking browsing experience when viewed from the shop page. The key is to take photos of your products in the same style, whether from the same angles, background, or effect.

Use the Right Format and Dimensions

There are three main formats of the image file used on the web, which are JPEG/JPG, PNG, and GIF.

  • JPEG – also known as JPG, is the most used format for the image on the web. It is also the popular format for product images. You can use JPEG format to get smaller file size without compromising image quality.
  • PNG – typically has larger file size than the JPEG format. This format is great for maintaining image quality. You can also have a transparent background for the image.
  • GIF – has the smaller file size than JPEG and PNG format. It lets you create simple animation from moving images.

Basically, the majority of image file format used are JPEG and PNG, while GIF is used when you need to create animated image. You can check the cheat sheet of image file format from HubSpot for more explanation.

Next, you need to adjust the image size to suit your page layout. Find out the maximum pixel dimensions you need and make it supporting retina display. For example, if the image aspect ratio on the product page is 2:3, then the product image should be cropped into the same ratio if it’s not the same yet. If the maximum dimensions you need is 600 x 900 px, then you should make it 1200 x 1800 px for retina display support.

Optimize For Load Time

Large file of image size will slow down the loading time of your website. Slow website then will lead you to unhappy shoppers and you will lose conversion. Avoid this issue by reducing file size. If you edit the images in Photoshop, you can use ‘Save For Web’ tool, but if you don’t, you can use other compression tools. There are many options to choose out there, but my choice goes to JPEGmini for web-based tools and EWWW Image Optimizer or TinyPNG for the plugins. If you decide to use the JPEG format, check your images again after compression to ensure if they are still crisp.

Optimize For SEO

  • Descriptive file name

Don’t be lazy to rename your product image file. Give it a descriptive, keyword-rich file name that helps the search engines to classify and index your images. For instance, when someone searches for the blue sweater which you sell, he/she won’t search for ‘DCIM000589’ (the original file name), but they will use the keyword ‘blue sweater’. It will be helpful if you rename the file as ‘yourbrand-blue-sweater’.

  • Alt text

When uploading the product image, don’t abandon the alt text. Alt text is the text alternative when a browser fails to render the image. Fill in the descriptive keyword and make it relevant to the image and image file name. You can try ‘front view of blue sweater from your brand’. Keep it simple and don’t overdo it.

 

Having great product image is necessary for your brand because no shoppers would like to see bad product photo or even no photo at all. Display it along with the informative text and stunning page layout for better product presentation and generating more conversions.

What about the product images of your eCommerce website? Did you follow the best practices? Tell us your experience in the comment below 🙂

6 Best Practices To Follow In Writing Product Description

Product description on your eCommerce website should create a good first impression. It becomes the salesperson for potential customers when they take a look at your product. Most eCommerce sites don’t really concern in writing product description. Whereas, product description is one of the essential parts of the eCommerce success. If you make the right copy, your product description can compel people to hit that ‘Add to Cart’ or ‘Buy Now’ button.

Make It Descriptive and Educative

It’s the basic but still neglected by many. The description should at least inform what your potential buyers mostly want to know. It should help your customer to feel, taste, smell, and see the product. For instance, if you sell a perfume, you need to describe the smell of it with the sensory words to help the customers imagine the scent. Think about the product description you like when shopping online.

Moreover, you can use the 5W+1H method to help you in writing the description.

  • What is the product exactly? What are the basic details of the product?
  • Who is this product for? Does someone with specific interest need it?
  • Where will the customer use the product? Is there a special place to use it?
  • When will the customer use the product? Is it a seasonal item?
  • Why the customer need the product? Why is it better than the others?
  • How does the product work? Can it solve the problem?

Highlight the Benefits

The truth is people don’t buy a product, but the experience in it. Learn the benefits you can get from each feature then use it on the copy. Let them know straightly why they need to buy your product and how it will make their lives better. You can also tell a story focusing on the benefits to reel the potential buyers in.

Easy to Scan, Easy to Read

As much as you want to explain clearly, don’t ever make the description that’s too long. Unless your customer needs a long copy, keep it short and simple. List the features and benefits in the bullet point format to make it more effective. Take a look at the format such as the font size and don’t forget to check if it looks good on the page layout.

Speak Like Your Ideal Customers

Using the right tone in writing product description is a great way to engage your ideal customers. Think of who will use your product and what tone they use. The tone you choose for selling baby product and selling women clothing obviously will be different. Furthermore, you can borrow the language your customers use when they write a review.

Avoid Passive Voice

Speak to your potential buyer directly is better and easier to understand. In fact, using verbs can make the copy more compelling than the adjective. It can also get to the point quickly and more straightforward to persuade the customer. You don’t need to make things complicated by using passive voice.

Proofread After Writing Product Description

A small mistake on the product description can affect your brand as unorganized and careless, which is the conversion killer. Make sure to proofread the writing before you put it online. Check the spelling, grammar, and if there’s any missing detail of the product. Put yourself as the customer then see if they can read it pleasantly and find the information they need.

 

Writing product description should not only focus on making sales, but it should focus on your target customers. The copy should give what they need, both the benefit and the experience they will get. It might take you some time to write a good one, but it will be worth it for the conversion rates.

How do you write product description on your eCommerce site? Do you have any tips in writing an effective copy? Share it on the comment 🙂