As an e-commerce store owner, you do know your product page is one of the most important pages on your website, right?
If you answered yes then you’d be correct.
These pages not only convert visitors into customers but also drive significant traffic when set up and optimized correctly.
You probably know how frustrating it is when you check your metrics and see how many people just “viewed” your product but didn’t actually convert…
Well, there could be many reasons for that but one major one would be that your product page isn’t hitting the nail when it comes to converting these views to buys.
If your product page doesn't do its job well, those potential customers might turn to your competitors instead.
And if your competitors do a better job, you’re unlikely to get that customer back in the soonest.
In fact, a poorly designed product page can completely tank every one of your metrics from your CVR to your AOV…
And I’m guessing you know what that means for your overall store revenue…
But don't worry!
After 5+ years of actively dominating the industry, we’ve seen some techniques that can overall help with your product page’s CVR…
That’s why in this blog, we'll share the top 10 tips to help you improve your product pages and boost your conversion rate.
What’s a Good Conversion Rate for a Product Page?
The average conversion rate for e-commerce sites falls between 1% and 4%,
While that of the average website is about 3.65%.
The CVR of eCommerce websites is a bit lower because various factors like customers, prices, marketing, products, and industry influence the numbers.
So, what’s considered a good conversion rate?
The honest, yet unsatisfying answer is: “It depends”.
Your industry, the products you offer, and your audience all play a role in your conversion rates.
To give you some perspective, IRP Commerce found that fashion websites have an average conversion rate of 1.57%, while arts and crafts websites see a higher average of 4.60%.
So keep in mind that your CVR can only be considered good(or bad) when compared to other stores selling similar products as you…
If your CVR is higher than the average for your specific niche, then you have a good CVR, if not, then you likely have some work to do.
If your conversions aren’t as much as you want them, then read on as I’ll share 10 tips to help combat this issue.
10 Tips for Boosting Conversion Rate on Product Page
The only constant in life is change…
That is why monitoring and optimizing your product page continuously is essential to increase your conversion rate.
Let’s break down some effective tips for you:
Clear Purchase Buttons and Calls-to-Action
One key area to focus on is the buy button. Often, buy buttons are too small, the wrong color, or blend into the background.
Your buy buttons should be big, bold, and clear.
They need to stand out.
Avoid cluttering them with too much product information or other calls to action (CTAs).
Give them plenty of space and ensure they are easily identifiable to minimize friction in the buying process.
Your CTA guides customers on what to do next, whether it’s adding a product to their cart, learning more about a product, or making a purchase with one click.
The more your CTA stands out, the easier it is for shoppers to move through the sales funnel to checkout.
Make sure your CTA is eye-catching, uses action-oriented language, and is visible at multiple points on the product page.
For example, instead of just "Buy," use "Buy Now" or "Add to Cart" to prompt immediate action.
Slight word changes like this can significantly increase your CVR by whopping percentages.
Plus, your buttons should be positioned prominently, such as at the top of the page, near the product image, and at the bottom after the product description.
Some stores use this feature where the buy button is seen all through when scrolling as it is made static(mostly at the bottom)
And it allows your customers to easily take the next course of action when they are pulled through.
By making these changes, you can create a smoother, more intuitive shopping experience that encourages customers to complete their purchases,
Boosting your overall conversion rate.
Implementing Q&A and Live Chat Support
Adding Q&A sections and live chat support directly on product pages can really boost sales.
It helps customers get instant answers to their questions without leaving the page.
And leaving the page is the last thing you want your customer to do.
This also makes it easier for them to decide to buy because they have all the information they need right there.
Having real-time support also builds trust.
When customers know they can get quick and helpful responses, they feel more confident about making a purchase.
Live chat takes it a step further by giving personalized help based on what each customer needs, which makes the shopping experience more satisfying.
Take your personal shopping experience for example…
If you're looking at a laptop online and you're not sure about its battery life, you can chat with someone right away to get that info.
This kind of instant help would make you more likely to go ahead and buy now, wouldn’t it?
When writing product descriptions, it's important to also focus on answering common questions.
Instead of just filling space with words, think about what shoppers want to know.
Use insights from customer service or live chat interactions to understand these questions better.
Plus, it could be good for your SEO as well if people just search these things out online.
By adding these features to your product pages, you can make shopping easier and more enjoyable for your customers.
This not only helps sales but also builds customer loyalty because people appreciate good service.
Using Tabs to Organize Content
You can make your product page more user-friendly and engaging by using custom tabs.
These tabs help organize different kinds of information about your product, making it easier for users to find what they need.
Tabs also improve how easy it is to use product pages. They organize information better, which makes it simpler for visitors to navigate and enjoy their time on your site.
Just make sure the titles of your tabs are clear and describe what's inside. And the content under each tab should be relevant and well-arranged so customers get the most out of it.
For example, think about shopping for a new phone online.
If the product page has tabs for "Specifications," "Reviews," and "Accessories," you can quickly find each kind of information without scrolling through a long page.
It makes the whole experience smoother and more enjoyable.
Plus, people like to feel in control…
So by using this, your customers invariably feel in control of how much content they consume as well as how much more they need to process to finally make that buying decision.
By using tabs effectively, you can make your product pages more organized and user-friendly, which keeps customers happy and engaged.
Improving Product Images and Videos
When you visit an online store, what grabs your attention first?
The pictures and videos, right?
Good-quality images and videos make a strong first impression. They draw in potential buyers and keep them interested in what they're seeing.
The way something looks is really important for getting people interested and involved.
When you have clear pictures of a product from different angles, it helps customers decide if they want to buy it or not.
Videos can show how a product works or looks in real life. They give a more complete idea of what you're getting.
When customers can interact with these pictures and videos, they're more likely to stay engaged and think about buying.
Using high-quality images and well-made videos also helps your product stand out from others.
When your presentation is top-notch, it leaves a lasting impression on people who might buy it.
But remember, the pictures should be clear and match the product. And videos should be straightforward so there's no confusion.
When customers can see exactly what they're getting, they're less likely to be unhappy and return things.
For instance, think about shopping for shoes online.
If you can see detailed pictures and a video showing how they fit and look from different angles, it helps you decide if they're right for you.
This kind of clear information makes shopping online easier and more satisfying.
But be careful with this…
Having too many moving parts on your page makes it harder for your customer to actually get the main message of your copy…
This could lead to them just being entertained, overwhelmed, then leaving your site…
But overall, when you use great pictures and videos, it not only makes your product look good but also helps customers feel more confident about buying it.
Improving User Experience with Color Swatches
To make your product page more effective at turning visitors into customers, consider adding swatches.
Swatches create a user-friendly and visually appealing shopping experience by showing all available options at once.
They give a quick visual summary, so users can easily spot the variations they want. This speeds up their decision-making and makes buying simpler.
With swatches, your store visitors can interact right on the product page.
They don't have to go to different pages or deal with long dropdown lists.
This smooth navigation encourages them to explore more choices and find products they might not have considered.
It's important to design swatches well to make your product page look attractive.
This enhances the shopping experience, leaving a positive impression and boosting how people see your brand.
For instance, imagine you're looking for a new shirt online.
A swatch could show you all the available colors instantly, making it easier to pick your favorite without clicking around.
By using swatches wisely, you can make your product pages more user-friendly and visually appealing, which helps turn more visitors into satisfied customers.
Using Social Proof and User-generated Content
Using social proof and user-generated content can significantly boost how well your product page convinces visitors to buy.
When you visit an online store and see reviews and stories from other customers, it automatically builds your trust in the brand.
Most customers, about 9 out of 10, feel more confident about buying products that have social proof and UGC. It shows that real people have used the product and liked it.
And real people like real people. Real people believe real people.
This honesty helps shoppers make smarter choices and feel less unsure about marketing claims.
It also stirs feelings and creates a connection between potential buyers and those who already use the product, which influences their decision to buy.
For example, think about looking for a new phone online.
If you see reviews saying how great the camera is or how long the battery lasts, it helps you decide if it's the right phone for you.
As a store owner, a great tool you could use to integrate reviews into your store is Loox…
By using social proof and UGC well, you can make your product pages more convincing and trustworthy.
This encourages more visitors to buy and eventually become long-term, loyal customers.
Creating Clear and Compelling Product Descriptions
Writing a great product description can make a big difference in getting people interested and ready to buy.
Even if your product is amazing, if the description doesn't grab attention, it won't sell well.
This all comes down to your product page copy and how effective it is.
Your description should highlight what makes your product special and why it's worth buying.
It needs to clearly explain the benefits so customers understand why they need it.
This makes them see more value in the product and increases the chances they'll buy it.
Even if it means selling the concept or idea of the product rather than the product itself - which is an effective way of going at product copy…
When your descriptions are detailed and accurate, they build trust with customers.
Honest information helps people feel confident about the product and makes them more likely to convert.
Plus, good descriptions can also improve how well your product shows up in search results.
This means more people could find your product when they're searching online, which could lead to more sales without spending more on ads.
Imagine you're shopping for headphones online.
A description that tells you about the sound quality, comfort, and durability helps you decide if they're right for you.
By writing clear and compelling product descriptions, you not only attract more customers but also help them understand why your product is the best choice for them.
Use Product Schema
Using product schema is crucial for e-commerce websites because it helps search engines like Google understand and highlight key information about your products.
This structured data markup enhances how your products appear in search results by displaying important details such as price, availability, customer reviews, and images.
By implementing product schema across your site, each product can feature more attractive and informative listings in search results.
For instance, imagine seeing a search result that shows the price, availability, and star rating of a product right there on the search page—it's more likely to catch your eye and encourage you to click.
This is particularly beneficial when your products are competitively priced.
It helps your listings stand out and potentially attract more clicks compared to competitors who may not have optimized their product information in this way.
By using product schema effectively, you not only improve your visibility in search engines but also make it easier for potential customers to find and choose your products over others.
Incorporating Standard & Exit-Intent Popups
Customizing the popups and notices on your eCommerce store is a great way to engage users and encourage them to make a purchase.
Exit-intent popups, in particular, are effective because they appear when a user is about to leave the product page, offering a last-minute message or special deal to keep them interested.
These pop-ups can show relevant product suggestions or exclusive offers based on what the user has been looking at.
This can tempt customers to explore more options before they click away.
And the longer they stay on your site, the more likely they are to convert.
You can also use exit-intent popups to ask for feedback from users who are leaving.
Understanding why someone might leave without buying can help you improve your product pages and overall shopping experience.
You might think no one actually fills out these sorts of surveys, but people actually do…
And that sort of info can help you with customer analysis as well as optimizing the CVR of your product page.
For example, imagine you're shopping for shoes online.
Just as you're about to leave the page, a popup appears offering you a discount on a matching pair of socks or something of that sort.
This might persuade you to stay and make a purchase.
By using these pop-ups wisely, you can increase engagement on your site and potentially turn more visitors into satisfied customers.
Optimise Load Speed and Core Web Vitals
Lastly, let's talk about some technical improvements.
Nowadays, people expect websites to load super fast without any delays.
Slow websites can really turn users away, and did you know that faster loading times can actually boost sales?
Speeding up your site might require the help of a web developer, but there are some simpler things you could do on your own before getting more expert help…
One key thing to focus on is your images.
They should be optimized to load quickly, and it's smart to use file formats like WebP, which Google suggests for faster loading times.
Also, think about the plugins your website uses—are they all necessary? Too many plugins can slow down your site and even make it less secure.
Imagine you're shopping online for a new laptop.
You click on a product page, but it takes forever to load the pictures and details.
Chances are, you might give up and look elsewhere.
That's why it's so important for websites to load quickly and smoothly.
By making these technical tweaks, like optimizing images and keeping plugins in check, you can improve your website's performance and make sure customers have a smooth, frustration-free experience.
Conclusion
As you’ve seen, boosting your product page conversion rate is crucial for turning visitors into customers.
Follow these tips to enhance your online store's success.
First, ensure your product images are clear and high-quality. Use detailed descriptions that highlight benefits and features. Incorporate customer reviews and testimonials to build trust.
Make sure your buy buttons are prominent and easy to find. Utilize tabs to organize information effectively. Implement color swatches for product variations.
Optimize page loading speed for a smooth user experience. Leverage social proof and user-generated content to reinforce credibility.
Lastly, use exit-intent popups wisely to re-engage potential customers. These strategies combined can significantly increase your conversion rates and boost sales.
Remember, your product page is your chance to make a great first impression.
Clear and high-quality images can show your product in the best light, while detailed descriptions help customers understand what they are buying.
Prominent buy buttons make it easy for customers to make a purchase without any confusion. Tabs help organize information so that customers can find what they need quickly.
Color swatches allow customers to see all available options at a glance. Fast-loading pages keep customers from getting frustrated and leaving your site.
Social proof and user-generated content show that your product is popular and well-liked. Finally, exit-intent popups can catch the attention of customers who are about to leave, giving you one last chance to make a sale.
So if you’d like an expert team to come into your store, run it for you, and handle every one of your store processes in your stead - continuous testing and optimization included,
Then let’s have a chat and take your business to the next level. We are here to help you identify the best strategies for your unique needs.
Whether you're just starting out or looking to expand, we can provide the guidance and support you need to succeed.
Schedule your discovery call today and let's work together to create a thriving online business. Don't wait—take the first step towards achieving your goals now!
