Conversion rate optimization

Product Page Optimization: 8 Ways to Drive Conversion

You might have figured out what it takes to build brand awareness and increase traffic to your product pages, but do you know what it takes to get visitors to convert?

The answer isn’t always simple. There are many factors that can lead prospective customers to buy, and just as many that can stop them in their tracks. It’s not always easy to know which levers to pull and which tests to run to boost conversions.

As an e-commerce business owner, it can be overwhelming, especially if you don’t have a lot of experience designing tests, executing on conversion rate optimization tactics, and knowing how to use web design to influence consumer behavior online.

If you’re wondering where to begin, first focus on optimizing your product pages. This is the last place serious prospects go before bouncing off your website in search of something else. Start with these eight product page optimization tips to drive more conversions on your website:

1. Use High-Quality Photos, Videos, 360° Views, & GIFs

In e-commerce, visuals are everything. Online consumers are hungrier than ever for high-quality images, videos, and other visual media that help them understand how products look, feel, and function.
To boost sales on your product pages, follow these best practices when it comes to visuals:

  • Offer multiple photos with multiple angles. Include photos on your product pages that let viewers see your products from every angle. Allow interested visitors to zoom in and out, and click through a gallery of photos that show your product featured alone and in use.
  • Take color-specific product photos. Assign color-specific photos to the different versions of the product you are selling. If a visitor wants to see a blouse in yellow, show photos of the yellow blouse. Make sure you check the images on various screens to see how accurately the color presents in the photos.
  • Publish a short video to highlight your product. Include a short demo video of your product, or a video that shows someone using your product in a realistic scenario. Alternatively, you could also include a video review or testimonial from a happy customer about your product.
  • Create an interactive 360° viewing experience. Provide a way for your visitors to explore your product from every angle.
  • Test GIFs. Make a GIF that demonstrates the different features or benefits that your product offers. You could also show different versions of your product using a GIF. Using Photoshop? Use this tutorial to make your GIF. Need something a bit easier? Check out this simple video to GIF converter tool instead.

Your goal with visuals is to make it as easy as possible for your potential customers to imagine themselves happily using and benefitting from your products.

2. Overcome Objections & Friction Points

Consumers are naturally wary about buying unfamiliar products online. As an e-commerce owner, it’s your job to help them overcome any objections they might have about purchasing your product. To drive more sales on your website, use your product pages to address concerns, then make it as frictionless as possible for someone to buy from you once they’ve made the decision to do so.
To overcome objections, follow these tips:

  • Make your pricing clear. Don’t make it hard or confusing for people to understand how much they’ll need to pay when they buy your products. This includes making shipping fees known upfront to reduce cart abandonment.
  • Make your commitment to privacy and security known. Use trust badges and clear statements to reassure visitors that they’re information will be protected during transactions.
  • Include FAQ sections. Be proactive by addressing common questions and sharing them in a helpful section on each of your product pages.
  • Allow customers to opt in for updates if they aren’t quite ready to buy. You might not be able to convert them as customers on the first visit, but you can capture visitors information to establish a relationship. Create an email popup to collect their email address or a discount popup with a code in exchange for the opt-in. Build and launch your first popup now for free with Wisepops. Click here to start a 14-day free trial!

To reduce friction, follow these tips:

  • Make your CTA clear. Help visitors understand where and how to add products to their shopping cart, and how to complete the purchase.
  • Make the ordering process easy. Simplify your ordering process as much as possible to reduce cart abandonment.
  • Manage expectations. Help potential customers understand exactly what to expect after they purchase products from you (shipping details, confirmation, estimated time of arrival, examples of packaging, etc).
  • Make the design and functionality of your product page simple. Avoid unnecessary animations, images or decorations that might distract and slow the page load speed. Keep the focus on your product and ensure that your product page can load and function across any browser or device.

Driving more conversions is all about investing the time, money, and energy needed to provide an unmatched customer experience for the people who decide to buy from you—an experience that starts from the moment they land on your homepage or product pages.

3. Make Customer Reviews Easy to Find

Like visuals, recommendations and reviews from other people can have a significant impact on conversions. According to research, “88% of consumers trust online reviews as much as personal recommendations”.
In order to use the power of online reviews to your advantage, implement the following tips when building or revising your product pages:

  • Allow and encourage customers to leave real reviews. Go out of your way to get happy customers to leave reviews and testimonials about your products. Good reviews will help convince other visitors that you and your products can be trusted. Send follow up emails with discount codes requesting reviews and encourage feedback via social media.
  • Feature a product review section on each product page. Make sure the reviews are specific to the actual product being featured on the page, as opposed to being general to all products on your website.
  • Feature snippets of the best reviews and testimonials in the product description itself. Find great reviews and incorporate them as bold statements within your product description. You can also take words and phrases left in product reviews and repurpose them into compelling headings or call-to-actions (more on that later).
  • Respond to reviews. Show potential customers that you are actively engaging in conversations and nurturing relationships with customers. It’s another great way to humanize your business and build trust with people who might be unfamiliar with your brand and products.

By featuring reviews on your product pages, you’re essentially able to turn your best customers into brand advocates.

Another great way to boost e-commerce sales on your product pages is by featuring related products and add-ons that your visitors might also be interested in.

By featuring related products and add-ons, you’re able to accomplish one of two things:

1. If they’ve already added one product to their shopping cart, you can increase the amount of money a customer spends and the number of items they purchase from you.

2. If they aren’t interested in the product they have been looking at, you can grab their attention before they leave your website and direct them to other products they might be more interested in.

If you’re using a platform like Shopify, there are plenty of apps you can use to build and incorporate recommended or related product sections into your shop.

5. Add Live Chat

Another effective way to help your prospective customers overcome objections is by adding live chat on your product pages. Live chat can give you the opportunity to engage with your website visitors in real-time, answer their questions, and move them closer to making a purchase.

There are a number of live chat tools available that you can easily add to your website. Here are a few recommendations:

Again, the purpose and goal here is to humanize your store. Make your website visitors feel as comfortable as when they walk into a traditional brick-and-mortar store.

6. Test Copy Components

poIn order to convince website visitors to convert to customers, you have to connect with them on a personal level. That’s where ecommerce copywriting comes into play. Words, like visuals, are powerful in e-commerce. Every word you use on your product pages should be strategic.

To boost conversions, you can’t just write copy for your product pages once and let it sit unchanged on your website forever—instead, you need to test different variations of copy to determine which statements, phrases, and words drive the most action.

To get the most ROI from your product pages, test the copy use in the following areas:

  • Product page titles and subtitles
  • Section headlines
  • Product description paragraphs
  • Product photo captions
  • Call-to-action buttons
  • Educational or technical graphics

For help writing and testing copy that boosts sales on your product pages, explore these articles:

To run your tests, consider using a tool like Optimizely or Google Optimize.

7. Explain Policies Clearly

As mentioned earlier in the post, it’s your job to help your website visitors feel like they aren’t taking any risks by buying products from you. Another way to build trust is by clearly outlining or linking to the following policies on your product pages:

  • Shipping Policy. Help prospective customers understand any additional costs associated with shipping, what their options are, and what they should expect post-purchase.
  • Returns & Exchanges. Help prospective customers understand what your policy is on returning or exchanging products. For example, how much time do they have to make a return? What does the process look like?
  • Terms & Privacy. Help prospective customers understand what you do with the information they provide to you when they make a purchase. Do you keep their information stored and protected? Do you share it with other parties, and if so, who and for what purpose?
  • Money-Back Guarantee. Help prospective customers understand what kind of guarantees you offer to customers and how these policies differ from other retailers.

Remember, you’re trying to build trust and overcome objections through education and transparency.

8. Make the Call-to-Action Irresistible

A final tactic for boosting sales on your website is to make your call-to-actions (CTAs) irresistible to any interested buyers who land on your product pages. That means making some or all of the following changes:

  • Make your shopping cart button stand out. Use size, color, and placement to help prospective customers find your shopping cart faster. Keep the placement consistent across all your product pages.
  • Align your messaging throughout your page. Keep messaging tight. Use the same language in your headers, product description, and direct call-to-action statements.
  • Tell a story. Don’t just use your product page to sell—tell a story. Help your visitors understand what makes your products unique, how they’re made, what kind of people buy them, why people love them, and how they make a difference.
  • Relate to your customers. Connect to your prospective customers on a human level using visuals, reviews and content from other happy customers, and through the words you include on the page.

Remember, it’s not about making your product page look like every other product page on the internet—it’s about catering to your audience and your customer. Use the tips outlined above to create strong call-to-actions that connect with the right people and compel them to buy from you now, not later.

Over to You

What other tactics are you using to boost conversions on your product pages? Tell me in the comments below.

Rob Wormley Rob is a Content Marketing & Product Marketing Consultant.

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