If you want to improve the conversion rate of your product page, you have to learn these tricks

An effective e-commerce product page is able to capture the user’s attention and compel them to convert into paying customers.

Many e-commerce businesses think that a product page is all about high-resolution images and detailed descriptions of each product.

While these are important areas to consider, it would be an oversimplification to think they are the only factors in winning the competition.

In this post, I will discuss those elements that make a product page engaging for your visitors. I’ll also discuss in detail the things you should consider on your product pages in order to stand out from the competition.

Let me start with something that’s often overlooked but crucial: optimizing your product URLs. Unfortunately, I know a lot of e-commerce stores that don’t consider the URL to be part of the product page at all, let alone one of the most important parts.

Well, guys, they are wrong. Ignoring this important fact can severely hinder your click-through rate ( CTR ), especially when it comes to organic search.

Remember, once a user decides to buy a product online, she has thousands of options to choose from. She will choose what satisfies her. Let's assume a user searches Google and sees the following results:

Note: I have intentionally hidden the title and description so that you can focus on the URL.

Now, try to understand the psychology of a potential customer who has multiple options online. Look carefully at the two URLs given above. If you wanted to buy men's shirts, which one would you click on?

The first one, of course - obviously, clicking on the link will land you directly in the men's clothing section of an e-commerce site. On the other hand, the second URL looks like it takes you to a brand page—which doesn't necessarily offer the shirt you're looking for. (The second URL does not indicate whether they sell men's or women's shirts)

Takeaway: SEO- friendly URLs are very important because they will give you better rankings in search engines; they also answer basic questions about the buyer’s awareness stage.

A URL must clearly indicate where a user will land after clicking it; therefore, it must be relevant to the search query.

Your title should be SEO friendly, but there’s a fine line between an SEO friendly title and an overly optimized title tag.

An eye-catching, engaging headline can significantly increase clicks .

Let’s say you’re searching for “business plan consultant” and all you see are basically titles that mean the same thing, just with different keywords. Now, combine that with another page loaded with the right keywords that will please both potential buyers and search engines. Which page title would you click on?

The reason why I chose the first one is that the message it conveys is clear and completely relevant to what I was searching for.

So, if your product page is filled with keywords that your audience might search for, you’re actually reducing your chances of getting clicked.

Introduction: The title is very important for search engines, but it is equally important for your target audience. Make sure your product page title is well-thought-out, relevant to what users are searching for, and provides complete information in 65 characters or less.

The image section of your website is one of the most important parts of your product page as it will definitely grab the attention of your visitors (provided it is carefully constructed).

The clearer your product images are, the more interested your visitors will be. The visitor will certainly look for pictures of the product to make sure it is indeed something he wants to spend money on.

When it comes to images on your product pages, you should consider the following:

When I say high resolution, I don’t just mean the image quality, but also the image size. The size of the image should allow the user to easily see the details of the product and understand how the product will look like when received at their doorstep.

Images that are too small or too large (not fitting the screen) can negatively impact the user experience , causing them to leave the page.

The best approach is to use images of the same size and allow site visitors to zoom in to take a closer look at the details.

I love the way Sophie & Trey presents images on their product pages. They display two images of the same product side by side, and visitors can hover their cursor over specific areas of the page to get a closer look at the product.

If you want users to buy your product, then you must provide them with the required product details to encourage them to make a purchasing decision. Normally pictures are two-dimensional. However, if you take photos of your product from multiple angles, you can give potential customers a deeper understanding of your product by presenting it as a three-dimensional picture.

For electronic products like mobile phones, laptops or tablets, it is very important to show visitors pictures from multiple angles so that they can understand the length or width of the product, how it looks and how it feels.

If you have a fashion brand, then try showing models wearing the same style in different looks. This will make it easier for the visitor to imagine how the item would look on her if she purchased it from your website.

Takeaway: When you optimize your product pages, make sure your product images are high-quality and shown from multiple angles. This way, visitors not only see what your product looks like, but they can also feel what it feels like, increasing the likelihood that they will convert into paying customers.

Product videos are simple, but increasingly important in the world of e-commerce. Like it or not, video can work wonders for quick sales.

You don't have to take my word for it. Hear from the head of search at ao.com, who has tried it on her site and has seen successful returns:

“Video gives us the opportunity to surprise our customers, which in turn leads to better results. We’ve tested and proven that when someone watches our video reviews, they’re 120.5% more likely to buy, spend 157.2% more time online, and get 9.1% more orders per order. So my focus this quarter has been on increasing customers who watch our videos.”

There are some common questions about video, especially from an e-commerce perspective. For example, what's the best way to add a video? Should we use a CDN, upload the video on YouTube and embed the link on our website, or something else?

*CDN stands for Content Delivery Network. The basic idea is to avoid bottlenecks and links on the Internet that may affect data transmission speed and stability as much as possible, so as to make content transmission faster and more stable. (Source: Baidu Encyclopedia )

Product page descriptions are important in two ways. First, it can help you through SEO. By using unique, high-quality, and keyword-centric product descriptions, your chances of getting ranked for keywords related to your product through search engines will be higher. Secondly, a good product description can attract visitors and motivate them to convert into paying customers .

If you own a website with thousands of products, then the most common challenge is writing unique and high-quality product descriptions. While it may be frustrating to overcome this challenge, you need to do it or you risk losing a lot of potential traffic (and paying customers).

Even if your target audience can read hundreds of words in the description section, my advice is to only show 60 to 80 words and hide the rest under “More.”

Here are a few things to keep in mind when creating product descriptions for your e-commerce website:

You must create unique and engaging product descriptions so that users convert into paying customers.

Do not copy the product description from the manufacturer’s website as this will directly affect your conversion rate.

Either spend time creating product descriptions for each of your products, or hire a talented freelancer to do it for you. Quality must be guaranteed.

These are a few ideas to keep in mind when creating product descriptions that are not only SEO-friendly but also enhance the user experience.

From personal experience, I can tell you that if the selected color or quantity of the product available for purchase is unavailable or difficult to find, then I will leave the product page. I know that people are actually willing to pay more for manufacturers/retailers that offer these options.

The whole idea is to make it easy for the user to find and buy multiple products at once, rather than forcing him to come back for more.

Additionally, if you have a product that comes in multiple colors, it’s better to create it as one product with three different color options rather than as three different products.

Introduction: For visitors, an ideal product page means there are no obstacles.

User Reviews Can Do Wonders for Your Business The e-commerce industry has two different views on reviews.

One school of thought is that product pages should not have a review section because most people don’t actually leave a review and a blank review page is unattractive.

On the other hand, some people think that there should be a user reviews page because it will provide some additional, unique content to the page.

I don't think any of the above is the right way to implement user reviews.

· Another idea is to gamify reviews so that buyers are encouraged to leave reviews on different product pages on the site in a way that benefits them.

Takeaway: User reviews are extremely important as it will greatly influence your visitors’ purchasing decisions, but implementing them using another plugin might be a mistake. The idea is to deploy an intelligent strategy and adjust it based on demand.

Having eye-catching and easy-to-use share buttons on your product pages can encourage users to share the product with their social circles. Not only will this increase your website stats, but the return social traffic from this share may also bring more conversions to your website.

Takeaway: Encourage visitors to share your product in their social circles by rewarding them with free gifts from time to time.

From a conversion optimization perspective, this is the most important element of your page. The “Add to Cart” button must be easy to find; otherwise, you risk losing potential customers.

Fashion brand Lulu’s website provides another great example of how an “Add to Bag” button can be used effectively on a product page to drive sales. The main color of the website is black, but if you focus on the Add to Bag button, you will notice that it stands out because it is pink.

Guide: The “Add to Cart” button needs to stand out from the overall color scheme of the page so that users can easily identify it and check out.

There are a few elements you can add to your product pages that can help you cross-sell and up-sell, thus maximizing your profits.

This is a great example of Nordstrom doing cross-selling well. I don’t think their current placement is great, but when you’re implementing it on your product pages, you can test it further to see what works best for your audience.

*Nordstrom is a high-end department store chain in the United States

*Chart: 20% increase in conversion rate when using live chat; 57% of consumers prefer live chat services

The numbers speak for themselves.

If you’re a business that supplies products to multiple countries, try using a live chat software that supports multiple languages ​​to help you build better relationships with overseas customers.

Takeaway: Do I Really Need Live Chat Software on My Website? E-commerce businesses should stop thinking about this and start investing in live chat.

This is my personal favorite. There isn’t a serious e-commerce site in the world that doesn’t add prices to product pages or make them hard to find. So why are we discussing this in the first place?

That’s because as a business, there are a few things you should be aware of when pricing your products on your product page:

Make prices clear and easy to understand.

You can try different pricing strategies. I wrote a detailed article on this topic a while ago, which you can read here: 4 Pricing Strategies for SaaS Startups to Increase Conversions (Applies to eCommerce, Too)

Experiment with adjusting your pricing based on scarcity and you’ll see an overall increase in conversions.

In the example above, the company uses the “Magic Number 9” pricing technique on their website.

Takeaway: Keep prices simple, clear, and readable on your product pages. Try different pricing strategies, such as the “9-number trick,” “bulk discounts,” and “scarcity.”

The buying cycle starts with a single question and moves forward when it gets an answer.

When a potential customer is on a product page deciding whether or not to purchase the product, the most important question on their mind is “Why should I trust this company?”

At Workplace Depot, we use this trust mark throughout our entire website (including our product pages), which is why we’ve seen a significant increase in conversions over the past few months. Having a trust badge on your product page is important, but where to put it is tricky and can only be evaluated through A/B testing.

Try placing the trust badge in different parts of the page and test it against data to see which placement works better for your target audience.

Introduction: Quality trust logos are important and need to be incorporated into the overall e-commerce website to increase overall business conversions.

I always recommend my e-commerce clients to use a minimalist design because minimal content makes for a fast loading website. Slow loading pages will affect your SEO and drastically reduce your conversion rates.

This infographic by Kissmetrics shows it perfectly:

*Kissmetrics: analytics services company

Introduction: In e-commerce, every second counts. Make your product pages simple and bright. Visitors have no patience for slow websites.

If your product pages are not mobile-friendly, you could be losing 50% of your potential customers.

The same factors above apply to mobile devices, but remember: people’s attention span is more distracted on mobile devices, so using simple, clear fonts is your best option.

Product pages are often overlooked as businesses focus on optimizing their e-commerce sites for long-tail keywords at the expense of users.

Don't make this mistake.

Focus on optimizing your product pages and putting user experience at the forefront of all actions, and you will achieve higher conversions.

If you think I missed something, please let me know by adding it to the comments section.

The author of this article @Moosa Hemani was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century