So, using various marketing tactics, you’ve generated awareness of the general need for your product.
Well done! This isn’t an easy thing to do.
You’ve also distinguished your website from its multitude of competitors and managed to attract some decent traffic to your product page.
Again, kudos to you! This is another extremely important step in generating revenue.
The good news is that you’ve done most of the hard work already. The amount of moving parts involved in just getting eyeballs on the page where conversion happens is easy to underestimate.
The bad news is that a couple of poor design decisions can ruin everything that happens from this point onwards.
In the world of digital marketing, an engaging, informative product page is absolutely critical to success. It’s one of the final steps in making a customer out of someone who had no idea they even needed your service. You do not want to drop the ball here.
Let’s take a look at some tips for getting the most out of this incredibly valuable piece of digital real estate.
Don’t Hide That “Add to Cart” Button
This is such a simple tip, but one that many ecommerce sites overlook. The product page’s main call to action absolutely has to stand out from other on-screen elements.
A simple way of achieving this is to take your site’s color palette into consideration. You don’t want to display your CTA button in the same color that appears prominently on the page.
Another way to ensure the button is extremely visible is to have it permanently displayed, regardless of the user’s position on the screen.
Most product pages place the CTA in the usual spot – above the fold, on the right of the product gallery, just below the specifications and description.
If your product page contains a lot of information, however, your users are going to scroll down and away from the button. As they explore the contents of the page, they may stumble across a unique selling point or a testimonial that convinces them that they’re ready to pull the trigger.
If, at this point, they don’t need to scroll back up to the top of the screen to start the purchase, you’re winning valuable time. Time in which the prospect may have some second thoughts.
Minimize this possibility by replicating Gourmesso’s tactic of having a floating CTA appear as soon as the user scrolls away from the main “Add to Cart” button.
image source: gourmesso.com
The coffee capsule company is also a great example of a site using its color palette to make the CTA stand out. The button’s purple color fits in nicely with the rest of the site’s scheme but is used virtually nowhere else.
Highlight Free Shipping Conditions
Unexpectedly high shipping costs are the leading cause of abandoned carts. Shoppers clearly hate browsing for something they want, finding it, and then getting shown a final price that’s 25% higher than the one displayed on the product page.
If your shop allows free or discounted shipping under specific conditions, it is incredibly important to highlight this fact. Many online shoppers aren’t first-timers and will be well aware that shipping costs are a thing. It’s something that could play on their minds and act as an obstacle to conversion.
Take a leaf from Orizaba Original’s playbook and offer free shipping to a specific territory. On the Baja hoodie store’s product pages, this news is displayed in three different sections. The brand clearly understands how important this is as a selling point, and you should be, too.
image source: orizabaoriginal.com
When a large portion of your target audience sees that they qualify for free shipping, you’re removing one of their biggest concerns.
If you need to, work the shipping cost into the price of your stock – anything to have the beautiful words “free shipping” emblazoned on your product page.
Show Customers You’re Ready to Take Their Payment
It’s not only shipping that plays a big role in poor conversion stats. According to BigCommerce, 25% of the shoppers they surveyed abandoned their shopping carts because the site didn’t cater to their preferred payment method.
I can relate to this problem. I’m exceptionally wary of doing a transaction with my VISA card, no matter how secure a store claims to be.
Other shoppers may not have a PayPal account and have no desire to open one just to buy a product that may be available at another site that’ll accept their credit card.
If you run an online store that accepts multiple payment options, do what SomniFix does and make this fact super visible on your product page.
image source: somnifix.com
The sleep-aid retailers accept no fewer than five payment methods, and they’ve given this news top billing on their beautifully designed product page.
Seeing the familiar PayPal or Google Pay logos right at the top of the page not only makes a prospect feel like their needs are being taken into consideration, but it also buys a ton of credibility in the eyes of the consumer.
Noticing that SomniFix offers so many payment options gives a security-conscious shopper the impression that the site has been approved by experts in online transactions.
This tactic is a one-two punch of convenience and trust – two things all online shoppers like to see.
Product explainer videos are, justifiably, becoming very popular on websites with something to sell. Positioning your product with text and imagery is one thing, but doing video opens the door to a new level of engagement.
Here are some choice extracts:
- 84% of respondents said that it was a video that convinced them to buy a particular product or service.
- Video was the clear winner when 3,000 people were asked which type of content attracts and holds their attention best.
- 66% of survey participants said that video is their preferred method of learning more about a product or service.
Love Hair shows us a great example of how to make use of explainer videos on a product page. The content is short, professionally shot and edited, and it focuses on both the product and the brand.
As you’ll see in the video, amongst the shampoo’s unique selling points, Love Hair makes a point of stating its commitment to sustainability.
Use Customer Reviews as Content
We’re well and truly past the days when customer feedback was limited to a star rating and an anonymous one-sentence review.
Nowadays, smart ecommerce sites treat reviews as user-generated content that adds as much value to the product description as content written by the brand itself.
Customers are invited to give as much usable information as possible when they capture their reviews – information that helps visitors make a more informed shopping choice.
Look at activewear retailer, Outdoor Voices, as an example. This company’s product pages dedicate a massive amount of real-estate to customer feedback.
image source: outdoorvoices.com
Each review contains extremely meaningful information like the reviewer’s height and weight, as well as the size of the product they bought and how it fits them.
This information allows prospective customers to find someone with a body shape similar to theirs and see what their feedback about a particular size was. This knowledge allows the person to make a better decision and has the added benefit of reducing the likelihood of a return.
Each reviewer also has the option of uploading a photograph of themselves wearing the product. This creates exceptional credibility for the review as well as triggering a bit of healthy FOMO in the heart of the shopper.
Some Final Thoughts
Your product page represents your final opportunity to convince someone who’s probably never heard of your company to give you their money.
It’s the culmination of a ton of effort and financial investment.
To get the most out of it, you need to commit to constantly tweaking its on-screen components and functionality. You need to understand that your job here is never done.
While it’s always tempting to simply get by with a good product page with “decent” conversion rates, it’s important to remember something one of my favorite TV characters said: “Good is the enemy of great.”
Thanks, Joe MacMillan.
Constantly research new design trends. Implement changes one at a time and measure outcomes using Google Analytics.
Discard the changes that didn’t work and keep those that improved your conversion metrics.
This is the path to digital marketing success – never accepting that your work is done.
Stay hungry for improvement.