As a tyro e-commerce entrepreneur, you’re doing everything that you can to get on the right foot.
After spending a significant amount time carrying out research and analysis, you have finally decided on the product and the business model. After which there is the trouble of building an attractive and functioning website which delivers a stellar user experience. Not to mention the struggle of obtaining traffic through various digital marketing techniques like SEO, inbound, and social media.
But even after everything is done successfully, the ultimate goal is always sales. Therefore, if the visitors do not purchase anything inspite of landing on the product page, all the hard work seems futile. And the last thing any business wants is to miss out on sales because of an inefficient product page, which is also the last stage of the buyer’s journey.
So, whether or not the visitor converts into a customer is down to the efficiency of the page which is why it is essential to know the four key elements to create a high-converting e-commerce page.
When it comes to selling online, people do judge a book by its cover. Since your customers are not able to try your products first-hand before taking in the plunge, it is on you to assure them that they are making the right decision by giving them an essence of your product, through your website.
Therefore, it is important to invest in professional product photography, illustrations, and even videos. Here are the following types of visuals:
- Primary images: These are standard, high-resolution images that is seen where the product is highlighted against a white background. Needless to say, all of your products must be showcased in this manner to exude professionalism. Ensure that you allow the shoppers to view the product from every angle. Use online tools like AutoClipping to remove the background of your image and make it white.
- Lifestyle images: Lifestyle photography means showcasing your products as they’re being used in real-life by people. Supplementing your primary images with such images will help your prospective customers visualize what it would be like to own your product.
- Instructional images: Use illustrations such as infographics to instantly highlight your product’s best features. An instructional “how-to” illustration (such as assembly or usage instructions) can also be effective.
- Videos: You can choose to create videos instead of illustrations in order to demonstrate the workings of your product.
Do not skimp on visuals by uploading images taken on the iPhone. Try to hire a professional product photographer or hire one at a reasonably low cost on Fiverr.
Investing in high-quality product photography, professionally designed illustrations, and videos can pay dividends throughout the life cycle of the product.
The next significant element is the product copy.
Always use a clear structure and hierarchy in your copywriting. Judicious use of headings, subheadings, and keywords will make it much easier for visitors to scan through your content and find what they’re looking for. Plus, it will also help in achieving high rankings on Google.
Selling your products is all about the story. However, this does not mean that you write an extremely wordy description full of minute irrelevant details.
Bring your products and brand to life by guiding users through details that matter. Your ability to weave your brand’s unique voice into the page is what will separate your product from the rest.
Here are some guidelines to write an effective copy:
- Let your customers know the products (USP) unique selling point and what sets it apart from the rest of the market.
- Describe the benefits of your product and explain the problem that it solves.
- Anticipate and address any potential questions or doubts that may arise.
- Decrease buyer hesitation and increase their confidence through warranties or guarantees.
- Include keywords but don’t clobber them. Readability should be the number one priority.
- Avoid jargon. Keep the language short and simple.
Call to Action
The ultimate goal for your product page is to generate sales by making customers click on the “add to cart button” which is why Maria Bonello, former Director of Strategy at SMAKK Studios, says:
“The ‘Add to Cart’ button is the most important component on the page, and should stand out from the surrounding content. The area around the button should be uncluttered so that there are no distractions or obstacles that block the user. It should also be immediately visible when you first land on the page – i.e. if your product description pushes the add to cart button below the bottom of the browser, it’s time for a redesign.”
How do you do that?
A good way is to use contrasting colors for the button. A bright color like red or orange is a good option, but only if it matches with the website’s theme or brand logo. Apart from that, you can also try to increase the size of the button.
Finally, there will be many vacillating shoppers, and a “Save for later” or “Add to wishlist” button/icon can work well in keeping customers at the funnel allowing them to complete their purchase later.
Customer reviews can make-or-break your business, plain and simple. In fact, according to an article on Trustpilot, 84 per cent of people trust reviews they read online as much as personal recommendations. Talk about the power of word of mouth!
Star ratings are the single most influential factor in a customer’s purchase decision. The number of reviews also weigh equal importance. No wonder there are always customer ratings sticking out of the product page. So, how do you get more reviews?
One way is to reach out to customers is via emails, requesting them to add in reviews for your product. It is crucial to incentivize feedback, by offering discounts and rewards since customers do not add in reviews easily. This also helps in retaining existing customers and improving brand loyalty.
However, if you are receiving too many negative reviews, it is essential to fix the root cause of the problem.
In any case, do not ever get offended or respond harshly. Respond to reviews in a timely and courteous manner as it shows that you value your customer’s opinion.
Besides, social media marketing is very much valued and customer reviews serve as the ultimate social proof.
Summing it up
Product page is the last stage of the funnel and it is crucial not to bottleneck this pivotal juncture. There are many elements that constitute a good product page, however focusing on the four elements which include – images, copy, CTAs, and reviews – will undoubtedly boost your bottom line.
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Image Credit: Andriy Popov