Optimizing Product Page
The product page should be an excellent showcase of every product. By using photos, videos, descriptions and extra tools you can convince the visitor to buy this product from your online store.
Higher quality pictures
Visitors no longer want to merely visit a website, they want to experience it. The product picture is ALWAYS the first thing that draws the attention of a visitor when opening the product page. Good product pictures bring your online store to life, and contribute to attaining higher conversion percentages.
Visitors now more often use other screens than their normal computer screen. This includes SMART-TV sets with which it is perfectly possible to shop online. You understand that a small picture on such a 46″ TV negatively impacts the user experience.
A few more tips for your product pictures:
- Give special attention to the first picture on the product page. This picture should really be of a high quality.
- Don’t use standard stock photos – especially not with the watermark still there. In that case it is always better to make photos yourself.
- Never show just one picture. Use photos made from different angles and/or surroundings.
Pay attention to the product description
After the product photos, the product description is the most important element on the product page. A good product description will push the conversion percentage of the product (and the whole online store) upwards.
Also when writing a good product description there are a few things you should take into account.
- The most important information on the product should be listed first.
- Don’t try to create a “hype” around the product. Visitors see through that directly. Be honest and clear.
- Show two versions of the product description. Show a summary and a more detailed description. Visitors in a rush will only read the summary while a visitor in doubt would like to take his time and read all available information.
- Use bullet points to keep the text clear and readable
- Where necessary state (or link to) extra information on shipping costs, returns policy, terms and conditions.
Use Product Videos
Pictures don’t talk, videos do. A picture says more than a thousand words, a video says more than thousand pictures. 😉
It nowadays costs next to nothing to make a video of a product. Some cell phones allow filming in full-HD, and Youtube is free to use.
Make a video of at least your best-selling products. It doesn’t have to be a super professional film at the first instance. You could for example make an “unboxing” video of the product, or film the product when you use it yourself.
Don’t make a surprise from the price
When a visitor decides not to buy something in an online store, that is often because he finds the price too high or because the online store seems not to live up to its promises.
The price of the product should be very clearly indicated on the product page. Use another font, press it in bold and give it a clear colour. The full price or the estimated price should be known to the visitor from an early stage. Also mention shipping costs as early as possible. Mentioning the total price on the product page reduces the amount of abandoned shopping carts significantly.
Give handy tools/overviews to the visitor
There are countless tools you could offer your customers to make choosing and ordering easier. You can, for example, make it clear what the shipping costs will be, how to figure out the right size or match products for your customers based on colour.
Do you sell clothes or something else that comes in various sizes? Make sure that there is a clear size chart. Such a size chart should be viewable from every product page.
Always indicate shipping time
The customer wants full control over his order. He wants to exactly know what he will get (description and pictures), how much he will need to pay for it (price) and when it will be delivered.
Indicate, therefore, whether the product is in or out of stock. But also mention the exact shipping time the client can expect.
Let the customer subscribe for a stock notification
Many customers prefer not (yet) ordering a product when it is out of stock. As I wrote above: the customer wants to be 100% sure about what to expect. They rather wait for a couple of days and then try again.
By offering the client a notification e-mail service, the customer doesn’t have to remember to return to check stock themselves (and the chance of the customer forgetting about it in general becomes a lot smaller). The customer subscribes on the product page (where normally the “add to cart” button is) and automatically gets an e-mail when the product is in stock again.
Encourage customers to write reviews
Collecting product reviews should be a part of the sales process. Use an auto responder e-mail to automatically invite the customer to write a review after each sale.
Online stores that rank high in the search engines make sure that their online store is always up-to-date by adding new content. Don’t you think it is easiest to use your customers to attain an updated website?
Besides the fact it is good for your SEO it also pushes your conversion percentage up. Moreover it can help to increase the average transaction value! Enough reasons to be serious about reviews and product reviews.
The reviews do not necessarily have to be always positive. A bad product review can make your online store look more human. People always make mistakes.
So use an autoresponder for your own product reviews and perhaps an external company (The Feedback Company of Kiyoh) for independent reviews about your online store itself.
To get more reviews you can reward customers with a nice discount or access to a special product.