Customers who shop online typically spend the most of their time on a product page, where they also decide whether or not to complete the transaction.
The product page may serve as a potential customer’s initial introduction to your online business. A strong product page whether it is built over on WooCommerce, Shopify or any other ecommerce platform, it is key place where you showcase your products and give your potential customers a reason for their choice to buy. In our previous article, we have shared few best practices on improving ecommerce conversion rate.
In this article, we’ll discuss the few important aspects of highly effective product pages.
HIGH-QUALITY IMAGES/VIDEOS
The most vital element of a high converting product page is its visual part, which may either make or break a sale. A consumer can not physically handle the object, unlike in physical stores, thus it must be shown to him through images and videos taken from various perspectives. You can observe a high-quality product image on the below screenshot taken from the Blue Nile store.
It is strongly recommended to have both high-quality photographs and videos on your website to showcase the greatest aspects of your items, especially as videos gain in popularity today.
Make sure all of the images you use have the same size and aspect ratio when utilising several images. 2048px X 2048px is a suggested resolution for images used in e-commerce.
On their product pages, HEAL’S already includes video as shown in below screenshot:
Add one or more of below techniques to enhance your visual representation:
Showcase your product in 360 degrees view – By offering a 360-degree view of your products, you can provide your customers a more engaging 3D experience. See below example on this.
Feature a model using your product – Remember that customers can not try your goods before purchasing it, so attempt to demonstrate how it seems. The most popular online shops display the model’s measurements together with the item’s dimensions.
To demonstrate how to utilise the product, use videos – Your potential buyers will be more convinced if you include a video showing how to utilise or style the product.
OPTIMIZED PRODUCT COPY
A creative, interesting, and optimised product text can help an online company stand out from competitors.
Knowing your target audience, having a strong understanding of the brand, and familiar about SEO best practises are all requirements for writing effective product copy.
Make your product copy better by:
Addressing your intended audience
Knowing who your target market is will help you choose your language, your tone of voice, and sometimes even how hilarious your product description will be.
Talking about product value
Instead of focusing just on the product’s qualities, the copy should address the question of “Why does someone need this product?” and highlight its benefits.
The online retailer Chi Chi London almost instinctively knows how to highlight a product’s value. Instead of describing the garment’ qualities, the manufacturer in this product description stated where their consumer may wear it:
STUNNING CHECKOUT PAGE
It should be quick, easy, and transparent to complete the checkout process. If your cart abandonment rate is high, think about improving the below stuff:
- Having complicated checkout process
- Limited payment options
- Unclear delivery & returns policies
- Hidden costs & higher additional costs
- Guest checkout not available
By minimizing above factors and optimizing your checkout flow, you can increase conversions by up to 30%.
Let’s take a look at below brand for their quick and easy checkout process.
CONCLUSION
The number of potential customers can be increased by developing trust, using high-quality pictures and videos to showcase your products, and engaging your visitors with interesting and helpful product copy. While a straightforward check-out process and a clearly designed product page should encourage customers to finish the transaction.