Customer-centric companies know that conversion-driven product pages are critical to driving eCommerce growth. It’s no secret that beautifully structured product pages are a valuable piece of real estate in the digital retail environment. For online sellers, success is about maximizing visibility and providing a consistent product story tailored to a range of different channels that result in improved online sales and conversion rates. We live in a world where customers need all kinds of information; irrespective of the touchpoint they are at, from the moment they find and start interacting with your brand, all the way to clicking that ‘add to cart button.
Customers have many, many options when searching for products. The competition is fierce. So, how can you ensure that your product page attracts eyeballs and creates customer experiences that convert visitors into buyers? What do you need to get right to make the perfect product page? How can you make your customer feel more confident about your products? Read on to find out.
Upfront product story
A well-structured product page tells customers everything they need to know about your product and some more. It explains how it can solve the customers’ needs and gives them the smallest details that help them make a purchase decision. A good product story will help the customer easily understand the product’s advantages, and help them visualize themselves bringing the product into their everyday lives to fulfill a specific need. Beautiful high-quality images, videos, 360-degree views, close-ups, lifestyle shots, user-generated content are table stakes, a digitally empowered consumer will expect nothing less. These elements motivate your customer, making them confident enough to go ahead and make the purchase. It may be oversimplified, but a good (SEO optimized) product description and title will go a long way in boosting those conversion rates. Remember, the product name is Everything!
While it’s important to put an exhaustive amount of content on your product page, don’t make the mistake of having your customers dig for this information.
Pro tip: Offer a crisp, concise, to-the-point product story front and center for your customer to find the moment they land on the product page. Make it clear from the get-go what they can expect from the product and why it’s awesome! It’s likely that you’ve already persuaded the customer to spend more time on-site, often resulting in more purchases.
Cut the clutter! Yes, it’s best practice to have complete and accurate product information like customer reviews, assembly instructions, user manual, environmental information, and other uses but it shouldn’t overwhelm the call-to-action ‘button’. A highlighted button that stands out from the rest of the text and design elements on your product page and easily catches the customer’s eye serves the purpose of moving the sale forward or completing a conversion. Decide what’s more important to convey about your product; must-haves, good to have and fun to have, to create a clutter-free and easy browsing experience for your customer. Remember, if your customer is confused, there’s a chance he will leave your site more frustrated.
Pro tip: Contrast is critical! Use a contrasting color for your button to ensure it draws enough attention making sure it actually converts.
Pro pro tip: Test test test! You may have got the colors right, the placement, text, the text surrounding the button, style – all extremely effective converters of traffic. But it doesn’t end there! A/B testing your CTA button can have dramatic results so don’t skip this step!
To succeed on the digital shelf, sellers have to take control of the customer experience they offer across a range of different eCommerce sales platforms, social selling platforms, and marketplaces. It is critical to provide customers with a consistent and unified product story irrespective of the platform they are on. This means that every element on your product page; titles, prices, descriptions, dimensions, images, videos, other digital assets, testimonials, and functionality have to be customized to each channel so your customers get a tailor-made experience to your products wherever they are shopping. Customers look for flexibility when they are browsing online. Probably why the majority of retail executives say their third-highest investment priority focuses on customer-centric investments like an automated product content syndication tool. Delivering a seamless product content distribution across multiple platforms that have different formatting requirements can be challenging. Especially when undertaken manually. It can often end up in turning off customers, potential loss of revenue, and high cart abandonment rates.
Pro tip: Embrace omnichannel selling with PIM (product information management) + PXM (product experience management). The benefits of replacing outdated legacy systems (spreadsheets) with modern eCommerce tools like automated product data onboarding, product information management, digital asset management, and product data syndication can be many:
- More discoverable products
- Faster speed to market
- Restored trust in your brand image
- Stellar customer and product experiences
- Increased sales revenue
- Always accurate, always updated product catalogs
Improving your product pages, can help your business not only acquire more traffic from search, but also translate that traffic into conversions successfully.
We hope this article has armed you with enough information to get you started on the path to eCommerce success!