You have an ecommerce store, and are not completely sure what will drive conversions. Don’t fear! There are some minor adjustments you can make to your product page to help with that. Keep in mind, that what you decide to put on these product listing pages ultimately depends on your target audience and vertical that you are selling your product in. However, these seven must haves will help drive conversions in any market segment and should be implemented on your store’s product listing pages.
- Use Clear Images
It’s important to have at least one main clear image accompanied by at least 2-5 product thumbnails on your product listing page. Shoppers like to clearly see what they are buying. These images should depict what the product is about. Add an image that shows the product in a different environment instead of just a white background. Also, with a large percentage of shopping and research occurring online, your buyer would appreciate any additional information that would help them get to know the product better. Therefore, you should also add images that show the product in use. For example, if you are an ecommerce store selling a necklace, the customer will appreciate seeing someone actually wearing the necklace. This will give them a better idea of what the necklace will look like on them. The icing on the cake would be to add a 360O view of the product – who doesn’t like seeing the product from various angles?
- Create an Optimized Product Description
Don’t make the mistake of ignoring your product description! Spending time writing out a great product description will serve you well in the long run. It is one of the main things to be ignored and cast aside even though it can drive qualified traffic and conversions. How, you ask? A good product description helps with search engine rankings because search engines want to make sure they match user’s intent with the landing page they display. Include the product’s title/name, any descriptive text such as what colors it comes in, create a feature/benefit list, drop in some humor, optimize it for search engines, and voila! You have an optimized product description.
- Include A Prominent Call to Action
Who doesn’t like being told what to do? No, but seriously, add a prominent call to action button. In this case, it would be the product page’s ‘Buy’ or ‘Add to Cart’ button. Yes, this seems like it might be obvious, but there are countless websites out there which do not implement this one fail-proof item successfully. Make sure your call to action button is visible. It is important that it be placed above the fold – don’t make your customer do extra work to get that sacred conversion that you have already worked so hard for! It should be wide, easily clickable, and placed close to your other product information such as product price and reviews. If you’re not sure what exactly to write, do a competitive review of similar products and get some ideas from there.
- Add Product Reviews
Remember that time your friends told you that a movie you were going to go see was just awful, and to save your money? Even if you did still go and see it (why?) you have to admit you were initially at least a little bit swayed by their opinion. The same goes for ecommerce product reviews. More than 60% of people that are shopping online look at product reviews before buying. With the internet being available at the touch of a button, these reviews are less than a few clicks away and can save the customer a headache in the long run. Product reviews add credibility to the product, as it is user generated content, and not only content that is generated by the seller to promote their own products.
- Show Your Guarantees & Promotions
Put your money where your mouth … err guarantees are, and don’t be afraid to show it! Placing these guarantees by the call to action button can help drive conversions. A money back guarantee badge helps the shopper feel like they are not making the ultimate commitment. It also gives them the sense that you are a credible company that stands behind the products you sell online, which you are!
Also, a promotion that shoppers like to see and have grown accustomed to seeing is a badge for some kind of free shipping. Free shipping promotions are incredibly effective and can convince on-the-fence shoppers to purchase the product. It is almost expected that websites offer free shipping promotions above a certain dollar amount. Keep your visitors on the site and convert them into customers by offering free shipping.
- FOMO (Fear of Missing Out) Can Work for You
The fear of missing out is a very real emotion that can work for your ecommerce store. What is it? Glad you asked: The fear of missing out, aka FOMO, is a phenomenon where people feel like they’re missing out on something. You can make this work for ecommerce store conversions and inventory by showing your shopper that you have what they want, but only ‘while supplies last’ or in ‘limited quantities.’ This will kick start the FOMO in your shopper and entice them to add the product to their cart, especially if they weren’t 100% sure about buying your product before.
- In Your Ecommerce Store, They Must Trust
Display appropriate and relevant trust badges on your product listing page. While keeping design in mind, of course, you also want your customer to feel safe giving you their hard earned money. Popular trust badges used by ecommerce sites are Verisign/Symantec, McAfee, SSL Certificate badges, and TRUSTe to name just a few. VeriSign prepped a case study that showed a 30% increase in conversions. When you are creating your product listing page, make sure to apply these seven must haves. Not only should they drive conversions, but these components are considered to be the minimum amount of building blocks for a successful product page in ecommerce. Now, go forth and create a kickass product page!