TIPS FOR INCREASING CONVERSIONS ON YOUR PRODUCT PAGES
Wednesday, October 28, 2015Global Administrator
A picture says 1,000 words, right?
Well, sometimes, yes it does, but in the case of your product pages, no!
The thing about product pages is that they are there to tell your product’s story, and to give your customers a sense of how awesome you are. If we’re being honest with ourselves, a picture is really not enough by itself.
A picture is important, of course, but these pages need to describe your product with detail and should sell the product for you! We’ve included a few things below that should be considered when rethinking your product pages.
Anyone in eCommerce knows that customer reviews make an impact. In fact, 61% of your customers will read an online review before making a purchase (Econsultancy). That’s over half. Also, the more reviews you have the better; 50 or more reviews for one product can mean a 4.6% increase in conversion rates (Econsultancy). Isn’t that good news for everyone?
Furthermore, a variety of ratings also has incredible SEO benefits, and it’s kind of hard to convert if you can’t be found. For one, it refreshes your website content, which tells search engines like Google and Bing that you are active and relevant. This will not only help you appear in SERPs, but also improve your rankings on them.
Live chat (as featured in the adidas example above), is important to your customers. If they have any doubt or questions on the product they are viewing, it’s important to give them an opportunity to ask then and there, or they may just leave. Also, live chat gives them the impression that you are present as a company, and is one of the best ways to build trust and foster loyalty with your customers.
Communicating through live chat right there on the product page allows you to motivate and encourage the purchase.
As we’ve mentioned in a past blog, video marketing is important, especially when it comes to your products. It’s not enough to simply show how a product looks. It’s important to illustrate how it works and how it will benefit you. Explain how F.A.B the product really is but showing off the Features, Advantages and Benefits of using it!
According to Internet Retailer, online housewares store StacksAndStacks, revealed that customers we 144% more likely to add a product to their cart after watching a video. Now that’s some food for thought!
Prove your Credibility
The easiest way to build trust in your customers who are viewing your product pages is to prove that your product is worth it. The easiest way to do that is to display your endorsements, certifications and/or partnerships for them to see. It’s important to get SEO value by including them in the page copy, but it is also important to display them visually in case your customer isn’t interested in reading the description.
Always Provide a Way Out
Nothing is worse than buyer’s remorse. In addition, customers don’t like to be disappointed. This fear is so real, that if they don’t have a guarantee of some sort, they could back out completely of the purchase. This is why it is always crucial to give them a money back guarantee and/or a solid, hassle free return policy. If they are comfortable that they can return it and get their money back with no issues or trouble, they may be more likely to click the “add to cart” button.
So, there you have it, a few quick tips to increase your conversions. Obviously alone, these are not your smoking guns, and any changes to your eCommerce store should be tested appropriately to see if they work for you.
What have you done in the past to increase your product page conversion rates? Share in the comments below.