5 Elements That Improve Product Page Conversions

Setting up product pages is easy.

Every ecommerce platform includes simple tools allowing adding images, copy and product variations, if required.

But creating a converting product page… now that’s a horse of a different color.

Manufacturer’s product description or generic images might not be enough to convince someone to buy.

A lack of support or trust will have a similar effect.

So how do you turn a product page into a sales engine? Here are five elements you need to optimize to increase product page conversions.

1. Images

Did you know that 67% of consumers consider the image a very important factor when selecting a product? 50% of them think a high-quality photo of a product is more important than product information, long description, or rating and reviews. (source)

Also, in 2011, two researchers from eBay Search discovered that product images have impact on the user’s behaviour (source).

And to no surprise – customers rarely buy anything without seeing it first. But since they can’t touch or try a product online, they compensate for that with high-quality images.

There are a number of ways you can improve your conversion rates with product photography:

• Show the product from different angles. This will help your customers get a better feel for a product.
• Show different colours and styles, if applicable. Include a shot of every product variation you sell. It will help customers see the difference and make their choice.
• Display the product in context. Help a customer visualise the product in his or her home, office or wherever they would be using it.
• Use a clean background. The aforementioned researchers from eBay Search also discovered that background correlates with CTR. In their tests, white background performed the best.
• Use models. Doing so will make the product look more realistic and give your customer a glimpse into product ownership.

2. Trust Marks

In 2011, Econsultancy conducted a survey in which, among other questions, they asked their respondents:

“If you are shopping from a retailer you don’t know well, how would you decide whether to trust the website?”

48% pointed to trust marks as a signal of the site’s credibility.

And to no surprise.

Trust marks verify if a business is authentic and confirm the website’s security. Including trust marks on your site reassures visitors that it is safe to buy from you.

When choosing which trust marks to display, you can decide between two approaches:

• Use a well-known brand. A survey by Actual Insights discovered that widely recognised logos performed the best.
• Use a logo your audience is familiar with. A separate study by Econsultancy found that visitors responded best to badges they were already familiar with (For example, Google Trusted Stores).

3. Shipping Rates

73% of customers’ say that shipping influences their buying decision (source). It was also the most popular promotional tactic last holiday season, used by 39% of stores to increase their conversions (source).

But you might not be able to offer free shipping.

If that’s the case, clarify that on a product page. If a customer really wants your product, shipping will not stand in the way. But the last thing he or she wants is to find out about shipping rates at checkout.

Also, if possible, feature a shipping calculator on a product page. This way your customers will be informed exactly how much they will have to pay to get a product delivered to them.

Similarly, displaying your stock, return, and refunds policies proved to boost conversion rates.

Displaying information about how you work and what support will you offer customers who either have a problem with their order or are simply unhappy with a purchase projects trust and reduces the risk of buying from you.

4. Product Description

You can’t overstate the effect of product copy on conversions.

Since your visitors can’t touch or try a product, words on a page should help them visualise the product, communicate its benefits, and anticipate and answer their questions about it.

On top of that your copy should establish trust in your store and convince them that a product is for them.

There are some generic rules for writing converting product descriptions:

• It should speak directly to the buyer.
• It needs to highlight benefits and engage on emotional level.
• It must answer customer questions about a product. Common ones include:
  • What does this product look like?
  • How does it work?
  • Can I get international delivery?
  • Will it fit me? Is it the right size?
  • Am I able to return this if I don’t like it?
  • How can I trust this brand?

• It must be easily scannable, as not many people will read the entire copy.

5. Live Chat

According to Econsultancy, 83% of online shoppers need support to complete a purchase.

And one great way to provide it is through live chat.

Emarketer.com discovered that customers like using chat to solve simple problems – order status, shipping related questions, product recommendations or usage inquiries and so on. This means that launching it shouldn’t create a bigger burden for your support team.

Just imagine if you were your customer- wouldn’t you prefer quickly speaking to a live representative while you’re already on your computer over picking up a phone or waiting 24 hours for an email answer?

But it could very well increase conversions.

According to BoldChat, chatters are 7.5x more likely to add a product to the cart than visitors who don’t chat (source). Clicks2Contact also points that after a live conversation, visitors are 70% times more likely to proceed with a purchase (source).

The moral of the story is this: a good product page is transparent about policies, upfront with important information, and let’s you know why you should trust the retailer. Offer your shoppers these elements, and they will reward you with better conversion rates.

Photo courtesy of FreeDigitalPhotos.net