Improve Online Sales With More Effective Product Pages
Online shopping will never totally match the tangible experience of in-store shopping, but by improving a website's product pages, you can make the shopping experience better for consumers, which should ultimately lead to more sales. The following techniques have all been used by successful online retailers to enhance website usability and improve sales conversions.
Display Customer Reviews and Ratings
Many online retailers still shy away from customer-generated reviews, believing that negative comments will damage their reputation. In fact, allowing reviews actually goes a long way toward gaining the trust of customers, and will only strengthen your reputation in the long run. If visitors fail to buy one product, they're still more likely to buy another product because of your overall transparency. Trust is the key factor in customer loyalty.
Allow Customer-Generated Photos
Include a link to enable customers to upload photographs of themselves using your products. Many clothing retailers use this tactic because it not only personalizes the products, it creates a greater sense of community, and also encourages brand loyalty.
Make the "Add to Cart" Button Stand Out
Look at the biggest ecommerce websites and you'll notice how easy it is to find the "Add to Cart" or "Buy Now" button on the product pages. Make sure these buttons contrast well with the background and are isolated enough to stand out. In studies, yellow and orange buttons have been shown to attract more attention.
"Email Me When Re-Stocked" Buttons
One of the most frustrating online shopping experiences is when an item requested is not in stock. A simple button on your product pages, labelled "Email Me When Re-Stocked," for example, will help alleviate customer disappointment, and encourage return visits.
Highlight Product Benefits
After the product description and image, try to emphasize the key benefits of the product. A long list of technical specifications lacks the emotional pull, so include these in the "More Information" section. On the product pages, help potential customers visualize themselves actually using the product.
Quality Product Photos
Many website publishers fail to realize the impact of product images on purchasing decisions. Nowadays, many online shoppers expect to see the product from multiple angles, or at least see an enlarged image. Always remember to use professionally-photographed images, as poor-quality images are a big turnoff to prospects.
A visible RSS feed button above the fold (before visitors have to scroll down the product page) offers prospects an alternative form of engagement with your company and products. Positioning the RSS feed button on the checkout page as well as every product page should increase conversions. These valuable "opt-in" customers can then be kept up to date with new products and company news.
Include Helpful Links
Attaching an email link to your customer service department, such as "Ask Our Team a Question About This Product" is a great way to find out the questions you need to answer on the product pages. A link to your FAQ section will also build customer confidence.
Show Related Products
Always try to display related products next to the searched items. Amazon do this successfully with their "Customers who bought this also liked…" section. This prevents any product page from becoming a dead end. By showing visitors multiple product options, they’re more likely to find what they're looking for quickly.
Don't Forget International Customers
Some visitors to your product pages need to know that you're comfortable distributing worldwide. Make this clear by showing shipping rates up front, and include a currency converter link near the price. As well as improving transparency, this will make the shopping experience less frustrating for international visitors.
These are just a few of the strategies ecommerce sites are using to make their product pages more effective. Obviously, every business is different, so testing different versions of a product page is essential to improving conversions. Use some of these techniques as inspiration for improving the usability of your product pages, and you should see an increase in sales in the long run.