To put it plainly, product pages that don’t convert are useless. If you are promoting product pages that are not specifically designed to convert and aren’t generating sales, you are wasting precious time and money! What can you do to ensure that your product pages start performing? You can benefit greatly from learning how to create a product page that converts in 2019, by following a few basic product page best practices. Let’s talk about how to create high converting product pages…
How to create product pages that convert. 9 best practices:
- Use high-quality images.
- Show off reviews & testimonials.
- Prioritise mobile-friendly design.
- Create FAQ content for products.
- Create keyword-targeted product descriptions.
- Be succinct.
- Capitalise on social proof.
- Display trust badges clearly.
- Include a clear call to action.
Some of the best product pages of 2018 included these very best practices and have soared to online success. By incorporating these 9 best practices into your product page conversion strategy, you can expect to see more sales. Not only that, but your website will enjoy a more reliable online presence.
The Benefits of Creating Product Pages That Convert
It is not enough to simply get visitors to your product pages. Once the visitors are there, you need to take their breath away by giving them absolutely everything they need to make a decision. The result is quick and easy sales – for both you and the customer. For a sale to go through, you need to provide more than just competitive pricing and good quality products (although this definitely makes a difference). You need a truly engaging and captivating digital marketing campaign. You need a campaign that capitalises on designing product pages that actually convert in 2019’s competitive business climate.
High Converting Product Pages – 9 Ways to Go About It
Do you want to learn how to create a product page that converts? Do you want to see your website operating at peak performance? You have come to the right place. Below you can learn just what your product pages need to boost their performance and sales. Consider the following best practices:
1. Use high-quality images – Give consumers something to look at!
As humans, we love to look at eye-catching things. Show someone a page of text and a page of high-resolution, attractive images to look at, and the eye will naturally be drawn to the images. You can capitalise on this by ensuring that you include clear pictures of each and every one of your products. It is important to make sure that the pictures don’t add weight to your website. They should load quickly on all devices and be of a size that a browser can quickly scroll up and down to quickly find what they are after. Adding a zoom in and out feature, so that customers can take a closer look at products, can also give your product page competitive edge.
2. Show off reviews & testimonials.
Many consumers turn to the internet for the advice of complete strangers on products and services, before they buy. Social media and a plethora of review sites present real opinions, advice, and insights on your products and business. Locate good quality reviews and feature them on your website. Reviews are the ultimate trust building tool and the more you are willing to be open about what people are saying about your products and business brand as a whole, the more likely people are to want to spend their money with you.
3. Prioritise mobile-friendly design.
Why use a laptop or desktop computer to do your online shopping when you can use your smartphone, even while on the move? The majority of the population has a mobile phone addiction. You can do anything and everything on a smartphone, from sending text messages, making calls, sending & receiving emails, making reservations and yes, you guessed it; buying products and services online.
According to smartphone usage stats released by TechJury (based on 2018 surveys), a whopping 12.5 million UK citizens (which is only 29% of the population) are exclusive mobile internet users. The same stats show that 78% of UK citizens own a smartphone and use it for a variety of purposes, including online shopping.
Consumers want instant access to products that are easy to search, find, and pay for. If your website is not designed for mobile, it will take an age to load and won’t display correctly on a smartphone. All the features might not be available either. If you do not have a mobile-friendly design, you are taking a serious risk. You could be missing out on hundreds, even thousands (or millions!) of potential sales.
4. Create FAQ content for products.
Consumers buy products to solve problems, provide convenience and for sheer luxury. They don’t venture onto your product page with all the answers they need already. They might be interested in your product range, but still need compelling reasons to buy. By providing FAQ content on your website, you can answer questions that consumers might have regarding your products and their benefits. FAQ pages help to create buyer confidence, which is important in a highly competitive market place.
5. Create keyword-targeted product descriptions.
Your product descriptions need to be persuasive and compelling. Ensure that you include relevant keywords and highlight key features and details. After reading the product description, the consumer should have a clear idea of what they are buying. A good product description provides the most important information first and appeals to your consumer personas. For example, if you are selling surf boards and bikinis to beach lovers, you will use a completely different tone to the one you would use to sell legal aid/services to corporate professionals. Always keep your target audience and their “personality” type in mind when writing product descriptions.
6. Be succinct.
Your product pages need valuable content, but it doesn’t need to spans of content. Being succinct is important as consumers are looking for content that provides helpful information quickly and is to the point. If they read 1000 words on a product and still don’t have the answers that they are looking for, or still don’t have all the details on the product, chances are that they won’t stick around to complete the purchase. Be witty, grab the attention of consumers and ensure that every iota of information is of value.
7. Capitalise on social proof.
People are people…but they can also behave like sheep. It’s basic psychology that people want what everyone else has. Social media can be used to create a hype about your product and provide proof that others are actually interested in what you have to offer. Connect with your target audience on social media platforms such as Facebook, Instagram, and LinkedIn, and interact positively with them. Have a presence and engage with people. The more you do this, the more visible you will appear and the more social proof you will have that your business is legitimate and that other people enjoy your products. For interest, you can read more on the Social Proof Theory here.
8. Display trust badges clearly.
Cyber criminals and fraudsters are hard at work, not just in the UK, but globally too. While we live in a digital age where everyone turns to the internet for everything, there is still an element of distrust when it comes to buying from new or little-known e-commerce websites. Make customers instantly aware of how seriously you take security. Some consumers only buy from e-commerce stores with trust badges as this provides an added layer of security against data theft, credit card fraud, and of course being ripped off by malicious websites that aren’t really businesses. At the same time, make sure that your e-commerce payment gateway is secure and the relevant insurance covers in place to protect you and your customers from the debilitating financial effects of potential hackers.
9. Include a clear call to action.
A clear call to action (CTA) is vitally important as it tells the consumer what the next step is if they want to buy a product or ask more questions. If the CTA is lost amongst the clutter or not absolutely obvious, you might lose the customer as they get distracted by other pages and websites that quickly direct the customer through the sales process. Using a CTA button, such as “Add to Cart” or “Buy Now” or “Add to Wishlist”, can really make all the difference. Make sure that the CTA is a bold colour, large enough to instantly see (and tap with a finger on a smartphone screen without having to zoom in), and in contrast to the rest of the page. It must stand out.
What are product pages meant to achieve? Sales, that’s what! And by creating the right product pages you can expect an increase in sales and improved online visibility too. Follow the above 9 pointers to create product pages that convert and prepare to reap the rewards.