You’ve got traffic flowing but low conversions, sound familiar? Assuming you have the RIGHT
traffic, chances are you’re missing essential elements your visitors need to convert to buyers.
The product page is usually the last thing that separates a window shopper from a buying customer - so you need to get it right. In this article I am going to show you how to improve conversion rates by avoiding some of the common product page mistakes I see people making every day!
And even huge e-commerce sites are falling down on these points; they’re failing to optimise their product pages.
Your Product Pages are Probably Missing Key Information
Every product page has just one job – it needs to convince the visitor that the product is worth buying.
In order to get the most out of your traffic, and increase your conversions you need to ensure you don’t make the following, common product page mistakes.
1. Poor Site Speed and Navigation
Consumers are getting more impatient than ever. They’ll leave your site if it’s either too slow to load, or it’s taking them too long to find what they’re looking for.
And make sure it is optimised for mobile - it's surprising how many websites still don't think about mobile browsing.
2. Missing Delivery and Shipping Information
Clearly display your delivery information and costs - surprise costs at checkout have been proven to reduce your conversions. And If you offer free delivery then make sure you shout about it, it will increase your conversions.
3. No Customer Reviews
Get at least 5 reviews on your best sellers. Nearly 95% of customers turn to reviews when shopping online and say that reviews are the most important factor influencing their purchasing decision.
Amazon seems to be my go to store these days and before I even read the product description I look at how many review stars it has. Amazon make it really easy to see and read the reviews to help make an informed buying decision.
4. Weak Product Description
When you're looking at how to improve conversion rates you should step back and look at your product description, is it working hard enough for you?
The key to writing a compelling product description is to focus less on being descriptive, robotic, and keyword-happy, and more on writing original content that helps prospective customers imagine themselves using your products.
5. No Clear CTA Button with Contrasting Colour
Have clear, strong CTA buttons with USP's nearby. Try sticky buttons, used on the right page can help improve conversions.
The colour of your CTA button should contrast against the rest of the page. So whether you choose to use complementary colours or colours similar to the colour scheme of your page, you’ll have little trouble if there’s a high contrast.
Just changing up the colour of your CTA button could have a huge impact on your conversion rate.
Montezuma do a great job of contrasting the green ‘add to basket button’ with a bright orange background, making it really jump off the page. What I also really like is the fact it is a sticky button. As you scroll down it stays with you.
6. Poor Quality Product Shots
In order to increase your conversion rate, you should use images and videos that allow shoppers to see every single detail of your product. They should be able to view the product from different angles so that they can make sure it’s really what they want.
Consider adding 360 images or videos to enhance the customer experience.
7. Missing Brand & Service Guarantee Messages
The brand guarantee is really important and will boost conversion rates. Things like ‘Free delivery’, ‘10 year warranty’, ‘Contactless Service’.
The Humax product pages are a good example. Not only to they let you know about warranty and delivery, they also let you know what tools are required.
8. Lack of Persuasive Words
By using the right words – yes, just words – you can increase your conversion rates. Persuasive words capture your attention, imply a direct advantage and trigger a sense of gratification.
Tweak your copy on your CTA’s, copy and headlines, and try to incorporate these words in your body copy.
Free
You
You - made for you, design for you, your perfect solution
Because - because you deserve...
Instantly - Instantly get more..., instantly save...,
Now - Buy it now, Shop now, Now only
Imagine - imagine the grin you'll have when..., imagine your children's faces when you give...
Limited - limited offer
9. No FAQs section to Educate and Overcome Objections
Answering the questions you already know visitors are asking right on your product page is a great way to increase conversion rates.
10. A Complicated Checkout page
Creating an easy checkout process could reduce the number of abandoned baskets you see. The checkout process should be simple, the shopping basket should be visible from every page, and payments must be secure.
Offering many types of checkout options, including Paypal will ensure your customer doesn’t get to checkout, only to find you don’t take his preferred payment method.
Remove any fields that aren't necessary and use postcode look up to save people having to type in the address.
11. No Exit Intent Pop Ups
Exit intent popups increase conversion rates by 5% to 10 %. If someone is leaving your website without buying something you can offer an incentive to buy. Things like free shipping, discount code, free gift, digital downloads.
12. Lack of Scarcity and Urgency
Use scarcity and urgency to create the sense that products might not be available for visitors to buy at a later time, that special deals might not be available at a later time, or that the price might change at a later time.
The goal is to put a bit of pressure on visitors and urge them to make a purchasing decision faster, and before leaving your website, helping to reduce the number of users abandoning their baskets.
Try words like:
Limited offer
Only xx left
Within the next xx hours
Today only
Sale ends xx
Product Page Mistakes Conclusion
If you want to be one of the few not only to survive, but thrive in this competitive online space, learn from the mistakes of others before learning from your own.
Keeping content consistent, writing in easy-to-read language, and providing social proof through user reviews can all help you increase trust in your brand and provide the experiences your customers expect. And that means higher sale conversions, more loyalty and more value.
Need help? Turn more visitors into customers by getting your landing page reviewed by a website conversion rate expert. We will review your page and provide you with all the recommendations needed to increase your conversion rate.
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