How to Set Up Your E-commerce Product Page for Maximum Conversions
E-commerce product pages are the gateway to conversions, and optimizing these four elements – images, copy, CTA, reviews – are key to boosting your sales.
E-commerce is booming at a staggering pace: In 2017, it generated over $2.3 trillion in sales, which is expected to nearly double to $4.5 trillion by 2021. And by 2040, nearly 95% of all purchases are expected to be via e-commerce.
But tapping into this multi-trillion dollar industry isn’t easy.
As an emerging e-commerce entrepreneur, you are working your fingers to the bone. After a great deal of research, you pick a line of products and a business model. You go through the painstaking process of developing an attractive, functioning website that presents a sublime user experience. All this aside from the grind of getting a decent flow of traffic to your virtual store by numerous digital marketing strategies such as content marketing, SEO and paid advertising.
But in the end, the success of your e-commerce venture boils down to sales. If your hard-earned traffic doesn’t actually buy anything after landing on your product pages, then all your efforts are essentially for nothing. As you’d expect, your product pages play a pivotal role in converting visitors into paying customers. In other words, an incompetent product page will set you up for failure, and vice versa.
Realizing its importance, here are four core elements you need to focus on to build a high-converting product page.
1) Product Visuals
The biggest problem with selling any physical product online is the simple fact that your prospective customers can’t feel, taste or try out your products first-hand before making a decision.
This is why your product visuals are crucial to your success. If you upload different types of high-quality product images, you enable shoppers to get a more realistic sense of your products. Therefore, you should invest in professional product photography, illustrations and videos.
2) Product Copy
The next most crucial element of your product page is the copy. Again, because online shoppers can’t examine a product in person, your product description must clearly describe the product with all necessary information.
Employ a clear structure and hierarchy in your product’s description. Intelligent use of headings, subheadings and keywords will make your content scannable and permit shoppers to quickly find the answers to any questions they may have. Not to mention, doing so will increase your odds of ranking on the first page of Google.
3) Product CTAs
Ultimately, the purpose of your product page is to make your shoppers click on the “Add to Cart” button. That’s why Maria Bonello, former Director of Strategy at SMAKK Studios, recommends starting there when you’re optimizing your product page. She deftly explains:
“The ‘Add to Cart’ button is the most important component on the page, and should stand out from the surrounding content. The area around the button should be uncluttered so that there are no distractions or obstacles that block the user. It should also be immediately visible when you first land on the page – i.e. if your product description pushes the add to cart button below the bottom of the browser, it’s time for a redesign.”
4) Product Reviews
Get this: Customer feedback can make or break your business. In fact:
- 92% of consumers read reviews on the Internet
- 84% of people trust reviews they read online as much as personal recommendations
- 69% of online shoppers want more reviews from e-commerce sites
- 77% of customers read product reviews before making a purchase
Talk about the power of word of mouth! Those little star ratings you see on product pages are the most powerful determinant in your shoppers’ decision. The number of reviews also plays an equally crucial role.