E-commerce websites can allow you to sell your products to customers whenever and wherever they are. But it takes more than just building an e-commerce website to get revenue and sell products for a long time. Your site should have product pages created to convert and push customers to purchase products. This is why your marketing specialists must know how to optimize your product page.
Here is a marketer’s guide on optimizing your product page for conversion from us at Cybertegic, your go-to digital marketing company in Los Angeles.
1 – It needs a clear call to action.
One of the most essential factors to boost the conversion rate of your product page is to include a call-to-action. If you want your website visitors to buy your product, you have to tell them to buy it. Place a single and clear call-to-action on your product page, guiding your customers to do the action you want them to do.
CTA usually comes in buttons with phrases like “Add to Cart” or “Buy Now.” It needs to stand out, and it’s recommended to use just one CTA button on your product page. The fewer choices, the faster users can decide. Take this example from Wristology Watches. It offers a single CTA button, “Add to Cart,” placed in a center stage position and sits above the fold. There’s nothing in the section that can draw the user away from the CTA button.
2 – Write unique and engaging product descriptions.
First-time customers won’t buy your products because they immediately fell in love with your brand. They buy your products because they need them to solve a problem or make their life better. So how can you do this? It’s by producing good, unique, and engaging product descriptions that make them understand what your products can do for them.
When writing product descriptions to optimize your product page, always think about how your products can help them make your users’ lives easier or better. Not only that, product pages should provide detailed information about the product. In fact, 88% of shoppers believe that product content with complete details is extremely important. Your content should also tell customers why they should buy your product over others.
3 – Upload quality and impressive product photos.
Product image plays a crucial role on your product page. Your product images create the first impression of your customer on your product. They can either attract potential buyers or turn them away. It is by looking at the product images that influence a customer’s purchase decision.
When choosing your product photos, use high-quality images that show your products in the right way. Upload multiple photos that show different angles. According to a blog post from SalesLayer.com, 33.16% of customers purchase products from pages with multiple product photos. You should also include lifestyle images of your product to showcase to customers how to use your product to improve their quality of life.
4 – Optimize the product pages’ titles and meta descriptions.
Optimization is important if you want Google and search engines to index and show your product page on their search results. When optimizing your product page, it should include important details like your brand name, product name, model number, if applicable, and other important information. And for meta description, it should be unique. A good meta description can encourage search users to click on your listing. Such optimizations can drive more traffic and sales to your website.
Check these product optimizations from HomeDepot.com, which clearly describes the product, including the brand, name, and height. It also clearly explains why customers should consider buying this product.
5 – Upsell and cross-sell using related products.
Although your product page should focus on selling the product featured in it, you can further increase your website’s conversion rate by showing related products on it. Adding related products to your product page can engage users and encourage them to purchase more products from your website.
The best e-commerce websites use related products sections to upsell and cross-sell to maximize the average order size. Take a look at how Amazon displays relevant products from the same brand or similar products on their product page. Aside from related products, they also show products that are frequently purchased together with the featured product.
6 – Share customers’ testimonials and reviews.
Customer reviews on product pages can build trust. And once customers trust your brand, they are more likely to buy from your website. This means that customer testimonials and reviews actually help improve the conversion rate of your product page. According to BrightLocal.com, 85% of customers trust online reviews as much as recommendations from their friends and family members.
Positive reviews on your product pages push customers to make the purchase, so allow customers to leave feedback on your product pages. If you’re using Shopify as your e-commerce platform, you use an app called Yotpo. This app enables customers to leave reviews on the product page they ordered from your website.
7 – Optimize your product pages for mobile users.
We live in a modern age, where people can do everything with their mobile phones. This includes buying products online. In fact, over 82% of online shoppers in the United States use their mobile phones to shop. Aside from that, Google has released its mobile-first indexing update. This means if you have a website that isn’t mobile-friendly, you are losing a lot of traffic and conversion. And it is very probable that your product pages are not ranking on Google’s search results.
To optimize your product page for mobile, here are some tips:
- Choose a responsive-design website.
- Use collapsible navigation.
- Use readable font style and font size.
- Eliminate pop-ups.
- Think of horizontal scrolling.
- Optimize images.
- Check your page loading speed.
You can use Google’s Mobile-Friendly Test and PageSpeed Insights to check if your website is mobile-friendly. It also gives recommendations on how to further optimize your website to make it mobile-friendly.
