Do you have an e-commerce website that receives a lot of traffic, yet lesser conversions and paying customers? Then this article is for you!
Your product pages are one of the essential parts of the website- they pique interest, drive revenue, and keep customers coming back (if they’re good). While most businesses focus on optimizing the checkout process, it’s also important to remember that your product page needs optimization.
Product pages are the soul of the decision-making process and provide the buyer with the reason to purchase. Optimizing your product page goes farther than just uploading beautiful images and mediocre content.
Here’s what you need to know about tweaking your product pages to increase your e-commerce website’s conversions!
Keep the descriptions upfront
One of the crucial details to remember when thinking about the buyer’s perspective is to consider that the customer simply has no time to inspect your entire website for important information.
This is why it’s vital to keep important information easily accessible on your product page. This could be a short description of your product, salient features, or an offering exclusive to your brand/product.
For example, when it comes to online clothing brands, sustainably-made clothing is a specific preference that has gained a lot of attention over the years. Putting information like this upfront can help the customer understand what they will be getting out of their purchase.
Draft an attractive Call-to-Action
Perhaps the cornerstone of on-page optimization, your call-to-action, or the CTA button is the gateway to making a purchase. While you add elements to make your website more attractive, make sure not to drown the CTA button in the process.
Provide multiple options such as “Add to cart,” “Mark as favourite” and “Buy now” to understand your buyer preferences better. The ultimate aim of your website is to simplify the purchase process, so make sure your CTA is distinct and concise to help that.
Spice up your e-commerce website with GIFs
There’s no denying that the world is moving towards short videos more than ever. The average attention span of a person is only 8 seconds, and as an e-commerce business owner, this number can be more a bigger deal than you think.
Don’t believe us? Here’s a fact- 73% more visitors who watch product videos will make a purchase and a whopping 55% of consumers use videos for purchase decisions!
While images are undeniably a sufficient way to display your product, videos can help you go an extra step further and clinch that purchase for you!
Spice up your product gallery with short videos or GIFs. These help you to not just hold the attention of the buyer for a few extra seconds, but also provides an angle that pictures usually don’t.
Display social proof clearly
Man is a social animal, and it is in our nature to see what others do before we decide for ourselves. In a country like India, customer recommendations are a mark of credibility.
Reviews are personal, in a way, and play a more prominent role than you think. 88% of consumers trust user reviews as much as personal recommendations. Social proof has also been the single thrust in nudging customers towards trying newer brands.
Incorporating social proof into marketing efforts has allowed many startups and small companies to grow in popularity and see a spike in sales. Studies show that incorporating social proof like testimonials and reviews can boost e-commerce website conversions up to 15%!
Now, for your product page, it’s important to have the reviews section easily accessible from the product image/video. After all, the average consumer reads ten online reviews before making a purchase decision. Bonus: you can also make the reviews extra-credible by adding more details about the reviewer, their name, photo
Highlight customer concerns
Product pages are not always about the easy, go-lucky marketing. It’s also about realizing that every product comes with its own unique set of quirks and concerns. Common concerns can be about installation, product details, or just about any part where the customer has to think twice about the usage.
For example, an e-commerce website selling organic hair products can highlight particular features like sulfate-free, paraben-free, or cruelty-free by clearly indicating the product’s photo and/or description.
Usage and storage methods, especially for perishable products, can benefit first-time visitors who aren’t familiar with your brand.
It’s also worth noting that highlighting customer returns sets the expectation right for both you and your customer. This can be an effective way to reduce returns for your e-commerce website, increase conversions, and prevent oblivious, angry customers in advance.
Nothing tells it like a certification
As we mentioned before, social proof is a significant factor when it comes to making a purchase. While one half of social proof is customer testimonies, the other half is certification.
Whether it’s a government certification or an industry certification that displays the quality or the contents of the product, make sure to include it on your product page for some extra credibility. Even if you don’t have government-certified badges, you can use ones that are specific to your product like “Gluten-free,” “Made in India,” and other similar badges.
The value of these above is that they help customers get an overview of smaller, yet essential details like Country of Origin, what’s inside your product, and legitimacy.
Recommend relevant products
Upselling and cross-selling need no introduction- they are some of the most effective ways to increase your e-commerce website conversions and keep your customers informed about products and services that they may like.
While upselling and cross-selling, it’s also important that you find balance. Too many recommendations can actively lead to customers abandoning your e-commerce website.
Connecting a limited number of additional products, relevant to what a customer is currently looking at, can make all the difference.
If you have an e-commerce website hosted on Shopify, WooCommerce, or similar platforms, you can utilize plugins that use Artificial Intelligence to understand customer preferences.
Out of stock, out of mind
There are times when customers want to buy your product, but because of the “out of stock” status, they have to drop the purchase. Sometimes, the shopper may even forget that they need to check back in. However, there are some ways to change that.
Remember that these customers are interested in actually buying your product, so there’s a window of opportunity where you can recommend similar products too.
Alternatively, you can also show a message when the item would be back in stock or notify the customer via email/SMS when stocks have returned. These can help greatly in increasing the conversion rates for your e-commerce website and can give a significant boost to your business.
Making the best out of your e-commerce website
To sum it up, it’s essential to create a unique, engaging shopping experience in a way where the customer does not feel suffocated with choices.
If we look at the history of product page successes, sometimes it’s the small tweaks that have brought upon a mountain of change. Click To Tweet
We hope that this article helped you, and by following the above tips, you are able to increase conversions on your e-commerce website as expected. Check out Razorpay’s offering for e-commerce, Thirdwatch, an AI-powered tool that helps e-commerce businesses reduce their RTO losses and detect fraud.
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