At least 27% of people in the world are shopping online. This means that eCommerce is becoming a serious market, and to stand out among the competition, you need to work on your website constantly. Customers will always go for websites that look more reliable and trustworthy.
Whether a person gets to the website through social media posts, search engines, or an email, the product page is where they need to make their final decision.
To minimize the chances of your customers changing their minds at the very end, consider taking action to improve your product pages. A well-design product page can not only lower the chances of cart abandonment but also motivate people to make a purchase that they wouldn’t otherwise.
1. Address the desires of your customers
You will be able to make the most out of optimizing product pages once you understand the desires of your customers. The needs and desires of customers are mostly tied to the niche that your products belong in.
Desires can be broken down into
- Motivation behind making a purchase
- Potential concerns that might delay a purchase
- What the customer expects from the product.
Once you can address these questions, you will increase your chances of changing your product pages positively. You need to tailor the product pages depending on their niche. The same language shouldn’t be used for an online army shop and a flower store.
By addressing the desire of your customer by creating a product page that answers his questions and removes any insecurities that he might have, you are improving the chances of conversion.
2. Write a good product description
Customers should be presented with a well-written product description that’s both detailed and easy to understand. If you aren’t a talented writer, you can look for a guide for writing product descriptions to help you understand some of the critical elements of this skill.
Understand that your customers are going to make their decision based on how is the product presented to them online. Since they can’t see or feel the physical aspect of the product, you must represent the product accurately through a description that grasps all the key characteristics of the product.
While you might get some short-term sales boost by presenting the products better than they are, this will negatively impact customer retention and your product reviews. After they’ve read the description, your customers shouldn’t have unclarified questions.
Understanding your audience plays an important role in writing product descriptions. Besides their desires, you should understand their financial status and level of education. Niche-specific websites can use a more complex vocabulary that’s related to the niche. On the other hand, the best way to approach the general audience is through more simplified text.
3. Create a better product page design
Creating products page design is an art that combines an understanding of UI/UX and the psychology of marketing. A good product page should be interesting, informative, and intuitive.
Imagine you open a product that you want to purchase, and you can’t navigate to the product description or get bored by too much text. Well, this is easily preventable. You can improve the product page design by paying a fortune for a web developer or using platforms with pre-made product page designs.
You should keep a consistent style throughout your website and content. A product page that doesn’t match the rest of your brand can turn away visitors from making a purchase. This is because it might seem that you didn’t put in the effort or the page looks too generic.
On certain occasions, if the product page doesn’t match the look and feel of the website, visitors might consider the website spammy and immediately refrain from shopping. To emphasize the attributes or pros of a product, it’s good to use bullet points.
4. Make the call-to-action button more prominent
A call-to-action, most commonly referred to as CTA, is a straightforward word or phrase that directs the visitor toward making an action. The action most commonly is making the purchase. CTAs are usually placed on buttons that draw the customer’s attention.
A good design for a call-to-action should stand out from the rest of the page. The most common way to do this is by using a bright color for the button. The words inside the button need to be concise and focus on the next step that the customer should take. Common examples of CTA’s are
- “Add to cart”
- “Buy now!”
- “Try for free!”
The sense of urgency is a typical characteristic of call-to-action buttons. It emphasizes that the customer should make a purchase now rather than later. This is especially useful during holiday sales and promotions.
A bad call-to-action makes the customer confused and unsure where the button will lead him. Another bad practice is using long sentences. Long sentences don’t look attractive on buttons, and they don’t create urgency as much as concise messages do.
5. Add high-quality pictures or videos to your products
As mentioned before, customers can’t completely understand a product that they can’t physically observe. To complement a detailed description that points out the pros and cons of the product, you should add high-quality pictures that cover the product’s characteristics.
The majority of information that a person receives during the day is visual, and pictures of the products convey a lot of information to the visitor.
If you are looking to purchase shoes, where would you instead make a purchase, on a website that has a single picture of the product or on one that has pictures of the shoes from multiple angles? The answer is easy. Visuals are an essential sign of reliability.
An even better thing to do would be a video presentation of the products. This is mainly tied to the product type and how it’s used. For products that have a certain use, you can create a short tutorial on their proper utilization and use. On the other hand, products such as clothes and footwear can simply be presented by a person wearing and posing with them.
Videos are what’s going to separate you from the competition, as they are a sign of reliability and effort. An emotional connection is also another thing that’s established with the customer through a video.
The next time a customer wants to purchase a product, they will pick a website that offers them a unique video with a detailed explanation rather than a bland wall of text.
6. Make your online store more mobile-friendly.
People are beginning to use their mobile phones much more than their other devices. According to studies, more than half of the website traffic comes from mobile phones. To adjust to this trend, many companies have started improving the mobile-friendliness of their products so as not to miss out on potential users or customers.
Unfortunately, cart abandonment through mobile devices is as high as 84%, which signifies that people aren’t into making purchases using their mobile devices. However, these aren’t bad news. While the customers won’t make purchases directly to their smartphones, it’s still a great option to allow them to browse products on their mobile phones.
Mobile phones are convenient due to the fact that they can be used anywhere, and if you don’t make a usable mobile design, you are missing out on potential customers. Many customers can explore the catalog, examine them using their phones, and make their purchase when they arrive at home on their Mac or a PC.
There are always improvements that you can make to your product page
Your product page should be a well-designed page that captivates the message of your brand and the importance of your products. There are many ways that you can create a product page that has a high chance of conversion, but there isn’t a one size fits all solution for this.
Every way mentioned on this list is an actionable method that will improve the positive feelings of a customer when he is making the purchase. You shouldn’t make the product page a priority over the quality of the products, as there aren’t many methods that can boost the sale of poor-quality products, at least not in the long run.
However, once you have an established brand that offers high-quality products, constantly improving your product page will help you make a continuous increase in your revenue and customer retention.
Veljko is a student of information technology that paired his passion for technology with his writing skills. He enjoys researching topics such as robotics and programming and cultivates his knowledge in philosophy, classical literature, and fitness. Veljko’s favorite writers are Borislav Pekić, Miloš Crnjanski, and Ernest Hemingway.