Turning visitors into customers starts with great product pages. The ‘take it or leave it’ moment, when an online merchant is browsing your eCommerce website, happens on the product page. Because this is where you have an opportunity to showcase your product, it’s important to organise information well; with an excellent description, you improve the chances of a visitor making a purchase.
Here’s how you can create captivating product pages that can hold your customers’ interest and lead to more sales:
1. Use Exceptional Product Images
It’s been proven that if your images are engaging, visitors are likely to spend more time on your site. It does not matter what you are selling, great images are what brings your product to life. The more visually appealing visitors find your product images, and the more detailed they are, the more confidence visitors have in your product, and the higher your conversion rates are going to be.
Using larger images can also boost ‘add to cart’ clicks and lead to more sales. If you can’t integrate larger images, work with high resolution photos and make it possible for visitors to zoom in so they can get a better visual experience of the product. Displaying multiple views and different angles of the product assists visitors in making a purchase decision.
2. Create Quality Product Descriptions
Many online retailers rely solely on images to sell their products and make use of inadequate product descriptions that fail to convince visitors to complete the purchase. By writing quality product descriptions that are detailed, you create a unique competitive advantage. Product descriptions that are well written can increase conversion rates by 30-100%.
If you have a manufacturer’s version of the product description, make it interesting to read by adding your own personal touch to it, tell the customer why you personally recommend the product based on real consumer experiences. Ideally, you should break your description into two portions; a short version that covers the basics of the product to give the consumer an overview, and a longer version that is more detailed and provides the user with all the information they need.
3. Include Product Reviews
A study found that 77% of customers read reviews before buying something online. Genuine reviews give consumers an indication that others have used your product and that it has satisfied their need. They win consumer trust through their transparency, and visitors are more confident in making a purchase when they have seen what other buyers’ thoughts have been on the item.
By installing customer review widgets on your product pages, inviting your customers to leave reviews via email, and integrating your customer reviews with social media platforms, you can amplify the power and influence product reviews carry, ultimately gaining you more sales.
4. Optimize your Pages for Mobile Devices
Mobile internet browsing has surpassed its desktop and tablet counterparts, therefore you can’t ignore the importance of optimizing your product pages for mobile devices. The majority of visitors coming to your site are likely to be using a mobile device, so if you haven’t made your product pages mobile friendly, this should become a priority.
5. Make your Product Pages Shareable
One of the best ways to drive customer engagement is through social. The most successful brands know that great product pages should be shareable. Search engines actively ‘investigate’ social media sites to determine rankings, so the more presence your brand has on social media, the better your ranking will be.
If you feel that your current online store doesn’t take enough of these items into account then it may well be time to restructure your product pages by adopting these tactics. And remember, there are many other strategies you can use to improve sales, such as by integrating a payment gateway that allows for multiple payment options.