To improve the conversion rate of product details page, you need to do these four things

Generally speaking, the product details page we are talking about usually contains the following basic information:

1. Product images
2. Product content introduction
3. Product price information

These three points are essential information points in the product details page, but for users, this information cannot fully arouse their shopping desire, unless the inherent attributes of the product itself hit the user, for example: User A really wants to buy such cute socks. Otherwise, the packaging of this product would be a bit bland.

To improve the conversion rate of product details pages, you must also do the following:

1. Build user trust

In this era of rampant counterfeit goods, users have a stronger sense of crisis. They are no longer naive and dance happily when they receive a package. They will think carefully, place orders cautiously, and go online to compare various true and fake products. The source of all of this is their distrust of e-commerce platforms, so it becomes extremely important to display the source of the product on the product details page, which is the so-called "quality assurance."

For example, NetEase Kaola uses a whole screen of content at the bottom of the product details page to highlight their commitment to users: authentic products guaranteed, ten times compensation if they are fake. Very simple and crude, but convincing.
And you can also see the shipping source of this product "xxx bonded warehouse" at the top of the product details page

On e-commerce platforms such as Yangmatou , the concept of authentic products is promoted through live purchasing by sellers, and the completely transparent purchasing process gives users greater peace of mind.

Alternatively, you can directly add the official authorization letter to the product details page, which is also strong proof.

In fact, all these are to make users feel safe. With a sense of security, users will feel at ease buying things on your platform, will come to trust you, and the repurchase rate will increase accordingly.

2. Highlight the price advantage

If you want to increase the conversion rate of the product details page, it is extremely important to reflect the price advantage, which can sometimes play a decisive role.

Direct: Event promotion

The commonly used method is to use discounts and promotions to reflect price advantages. Compared with the original price, the sharp price difference is very attractive. If time limits are added, it will further stimulate users to buy, giving them the illusion that they will lose money if they don’t buy now. Activities like these include: limited-time discounts, member-only prices, group deals, etc.

Indirect: Combination purchases are more favorable

This is an indirect price reduction strategy, such as activities like: more discounts on package purchases, special discounts, choose 4 items for purchases over 99, etc. This is a very good method, which can not only stimulate users to buy product A, but also potentially boost the sales of other products.

3. Optimization of product information

Display image optimization

Product display pictures are generally divided into two types: the main picture of the product and the detailed picture, but the first thing to do is to make it look good. Screening the clarity and color of the picture is the first step.

The main picture of a product generally displays the overall and detailed styles of the product. Big-name brands of beauty and skin care products can use a white background, which will make the products appear more official, simple and elegant. However, products such as household items, food, stationery, and clothing are more suitable to be displayed in the form of scene pictures, which will look closer to life and give people a sense of intimacy.

Product details pictures are generally used to display details such as the product's efficacy, usage, and materials. You can use detailed pictures + text to introduce the product in all aspects. It is not recommended to use too many text descriptions, as it will be tiring to read and will prevent users from understanding the key points.

One point that needs to be mentioned is that when a product has obvious changes after use, be sure to attach a before-and-after comparison picture. The strong visual impact is a point that can hit the user. For example: makeup remover, bare face cream, lipstick, eye shadow, blush, etc.

Brand optimization

For a product, brand introduction can increase its professionalism and popularity and further improve its information.

In addition, you can also add recommendations for the product from some bloggers, media, magazines, websites and other platforms to further enhance its reputation.

Evaluation Module

For the current product details page, the evaluation module can be said to play a dominant role. Many users open the evaluation module directly without reading the detailed introduction of the product after clicking on it, as if all the information about the product can be obtained from here. Many times, users will shop based on the idea that “if everyone says it’s good, it must be good.” At this time, it is very important to put good reviews at the top, so that at least the user’s first impression is good.

Packaging logistics services

Displaying packaging and logistics services on the product details page can reflect the platform's professionalism and sincerity. To be more specific, you can put some pictures showing that the goods are carefully packaged and some words that guarantee that the goods will not be damaged during transportation, will be shipped within a few hours of placing the order, and that the logistics speed is fast.

Recommended pairing

On the product details page, you can add recommended items that can be used together. This can increase the number of users purchasing and thus increase the average order value of the transaction. For example: blackhead removal products combined with pore-tightening lotion.

Related Recommendations

You can add several related recommended products at the end of the details page to redirect users who have lost access to this details page to another product.

4. Make the product details page distinctive

Add videos, animated images, and trial reports

Displaying the characteristics of products in multiple aspects makes the display more vivid and allows users to better understand the products.

Featured Services

Give customers some small surprises, such as: small gifts with the order, free XXXX when they buy, greeting cards written on their behalf, etc.

5. Things to avoid on product detail pages

The picture is too clear

The clearer the image is, the larger its capacity is. For mobile users, the loading speed of the image will become very slow, and it will be very easy to lose users.

Content is messy

The layout of the details page must have a sense of priority, and be connected from top to bottom. You cannot just throw all the information in there without organizing it. Otherwise, users will be confused and have no idea what the characteristics of the product are.

Don’t overdo the recommendations

In the details page, the related recommended products are just an accessory, so it is not advisable to have too many of them. Generally, 3-5 are enough, otherwise it will easily overshadow the main product.

The above are some of my thoughts on improving the conversion rate of product details pages. Everyone is welcome to discuss and make suggestions.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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