Do you often face the challenge of increasing the share of website visitors who place a purchase with you? Naturally, the success of any ecommerce business is to a large extent dependent on the conversion rates it achieves.
Further, have you ever come across the average conversion rate for retail? You should not be surprised that in 2020 the average conversion rates are below 3%! That means that every 100 visitors to your website lead to as much as 2 or 3 new purchases.
Ecommerce optimization is a real challenge. Also, it hints about the work required to make conversion happen. If you would like to see additional statistical data on recent ecommerce conversion you may find some here.
With this in mind, today we are focusing on product page optimization in particular. Thus, we will be discussing some of the most effective ways to achieve successful page conversion, conversion optimization and ultimately, higher sales.
Some General Considerations
As a whole, conversion optimization depends on a mix of factors ranging from our overall website optimization to particular technical details which enable or prevent conversion.
This is even more true for product page optimization as this is where customers choose to buy our products. In this line of reasoning, we are seeing conversion in its narrow sense where visitors convert to buyers.
Like any other pages, product pages need to be analyzed, optimized for mobile, integrated with our overall ecommerce marketing strategy and more. They should also feature high-quality photos, good product descriptions, etc. You may see if you meet such general advice here.
Otherwise, there are further product-specific tips to enable better product page conversion, which form the focus of our attention. Let us see what these specific pieces of guidance include.
Here comes our selection with examples.
1. Add a pop-up to your site
Pop-ups have proved to bring a better conversion rate to websites as compared to the average numbers from above. The best of pop-ups have been assessed to reach almost 10% of page conversion. And this deserves serious consideration.
Here are some best practices that can help you add a pop-up effectively:
- Test several pop-up content offers until finding the winner for your website (i.e. what appeals to your customers most);
- Make sure that that the pop-up may be easily closed and that it appears only once to the customer (may be achieved with the help of a cookie);
- Guarantee that the pop-up is not annoying (e.g. that it may be delayed).
How does this support your product page optimization? Well, in a straightforward manner. To get a better idea, take a look at the way we have incorporated pop-up offers for a client of ours:
Source: Biotrade
2. Remove unnecessary fields from online forms
When using online forms, your functionalities must be tailored to the best experience of your customers. That is why save as much as possible on details and ask customers to fill in only the gist.
It is recommendable that you use only those forms which are perceived well. You may ensure this by running A/B testing on form fields. Avoid seeing an outflow of visitors.
3. Add testimonials, reviews, and logos
When discussing products, social proof often appears as a determining factor for customers’ decisions to buy. Customer testimonials and reviews not only build trust but they also directly facilitate conversion.
Further, product reviews directly support conversion optimization as they are often associated with a particular product. Here, as well, it is good to consider some best practices.
If you take a look at the following example developed by Grind Web Studio you may find some of the following tricks:
- Images of happy customers are combined with textual reviews;
- Reviews are complemented by social media buttons;
- Star ratings display customer’s product endorsement.
Source: Brickfielder
4. Remove distractions
You must keep your product presentation clean, simple and easy to navigate. That is why all product page destructions should be brought to a minimum.
To be more specific, your product page optimization may greatly benefit from:
- A clear outline of product features;
- A headline and subheadings;
- A combination of a visual and context;
- Social proof and testimonials.
Of course, you may enrich your content with other elements such as a live chat, video, etc. Nevertheless, you should try not to lose the focus and cleanliness of the product page.
5. Make the initial step really easy
More often than not, you must preserve your visitors on-site and further engage them in taking action. That is why make sure that your first engagement step is really easy to complete.
To illustrate, offer customers to enter their e-mail rather than to fill in a detailed online form. This will allow customers to continue their journey on your website seamlessly and by all means, it will support your conversion optimization too.
6. Add a third-party signup service
You cannot have missed this trend! More and more websites are making smart use of alternative sign-up services such as Google or Facebook at the step of website registrations. In addition to facilitating the user, this eliminates the need for making yet another sign-up to your website, which is a great stimulus.
7. Strengthen your CTA copy
It has been proven that text on standard call-to-action (CTA) such as “Sign up” is far less convertible than less popular CTAs such as “Yes, I want my discount”. That means that you could spend some time creating your better CTA copy.
There has been an interesting example of ours showcasing a regional supermarket, which has utilized this tip in Bulgarian. Instead of using a common product category with a CTA, it is making use of a more creative way to invite customers to visit the respective section.
Source: Parkmart
8. Add a live chat to your site
Live chats are a great tool to stay in direct touch with customers, especially outside office hours. They also are extremely helpful for website visitors who wish to buy a product but still have their doubts.
Both ways, a live chat function will enrich your customer service and once again support your page conversion. It is also easy to implement and maintain. Finally, this is a great way to take care of your new product page optimization.
Take a look at the way it works in our example below.
Source: Biotrade
Key Take-aways
Product page optimization is a vital aspect of overall ecommerce optimization. Given that this is where customer purchases happen, it deserves individual attention.
Both general and specific tips can help us design better product pages, and thus facilitate our conversion optimization. Using good practices can help us achieve a faster effect.
Are you already inspired by a new idea that you wish to pursue on your website? We remain at your disposal to discuss it in detail.
