No matter how much traffic you drive to your eCommerce site, you won’t improve your conversion rates unless you have good product pages. They are one of the last definitive factors in the buying process. These pages give the visitors a chance to learn more about your product, and they are one of your last chances as a seller to convince the visitor to hit that buy button. If your eCommerce product pages are weak, your visitors may not gain the brand trust necessary to make a purchase, and they’ll end up visiting another site—likely one of your competitors.
Furthermore, good eCommerce product pages can create a good user experience, so that visitors may end up buying more products per visit. This means a higher average sale amount and more overall revenue for your store.
The key to creating a killer product page is to understand your target customer. Learning about your target customer gives you a chance to learn about their expectations and what motivates them to buy. Once you know that, you can create product pages that overcome their objections and address their specific concerns. Here you’ll find a detailed guide on how to enhance product pages and get more sales.
Overcome Objections Before They Arise
Buying is an impulsive but rational process. First, there’s the attraction or liking of a particular product. Then, the rational part kicks in with a series of questions and objections: “Is the product going to arrive fast enough?” “Will I be able to return it if I don’t like it?” “Will this material shrink?”, etc. If these customer questions go unanswered, you’ll run the risk of losing that sale and any potential future sales coming from that customer.
The key to overcoming these objections or questions is to predict and address them before they arise. This will help your potential customers feel more secure shopping at your store, build brand trust, and increase your eCommerce conversions. In other words, predicting objections and questions will help reduce the customer’s perceived risks, allowing them to rely more on your brand.
Some of the most common objections and questions you should address on your eCommerce product page are the following:
Shipping rates and speed—How fast will I be able to get it? Can I get free shipping?
Product Value—Is this item really worth the price?
Return policy—Will I be able to return it if I don’t like it?
Product details—Will this material shrink? Is it washer safe? Is it easy to break?
Warranty—What’s my warranty?
A good way to overcome objections is to provide an FAQ section in your product page. As you can see in the image below, Jared kicks this up a notch by providing a whole expandable section with descriptions, FAQs, a warranty, and even a section called “purchase with confidence.”
This is a close-up of that section:
They are definitely aware that buying high-end jewelry can be a big decision for many buyers due to high prices. Therefore, they reduce the risk of buying by overcoming objections before they arise.
Build Trust with Badges, Images, and Reviews
As we discussed in the previous section, overcoming objections is key to helping customers feel the confidence necessary to make purchase decisions. Additionally, there are other ways to reduce risk and build trust on your brand.
One of them is using trust badges and security seals. Trust badges are symbols that verify the legitimacy of an eCommerce store. It assures customers that the store is reliable and that they won’t be scammed. This assurance is especially important if you’re selling overseas, where people are more skeptical about trusting brands that are new in the market.
A study by Actual Insights found trust logos increased the trustworthiness in over 75% of respondents. Results also stated that “61% of participants said they have at one time NOT completed a purchase because there were no trust logos present.”
These are just some examples of the trust badges you can use:
Many of them can be used at the footer of your website so they can be seen on any product page, but many other trust seals can be used on particular product pages. For example, a seal of authenticity can be used in product pages to emphasize the item is authentic. It can be useful when selling known brands that are many times copied, such as Rolex. In the photo below, you can see how Swiss Watch Expo added trust seals to one of their Rolex product pages:
They are not the typical trust badges, but they can still get the point across. Another great way to build trust is to have good quality product photos. Displaying poor quality photos can make your products look cheap and lessen the quality of the items. Even if your products are affordable, good images can make them look more desirable to customers.
The last element necessary to build trust in your products is having reviews or ratings. As you may know, thanks to Amazon, reviews are vital to conversions.
A study by Moz revealed that 67% of consumers are influenced by online reviews. Part of the reason why reviews are successful persuaders is that they are considered more objective than a company’s promises. People know that the company has a vested interest in selling, but other customers don’t. Give your customers an incentive to leave reviews by providing special promotions to leave feedback on your site.
Photos can be persuasive, but they can also be very misleading. Depending on the way products are shot, they can look smaller or bigger than they look in real life. This unintentional bad product display can mislead consumers to purchase products that don’t meet their needs or expectations, thus creating dissatisfaction when the product arrives and a potential sense of being fooled or intentionally misled by the store.
Obviously, that is not a good scenario for you or the buyer. As a seller, you’ll probably have to refund or exchange the product, which means additional expenses and the risk of losing a loyal customer. As a buyer, you probably won’t revisit the store and may even go to the extent of leaving a bad review.
The good news is that these misunderstandings can be easily avoided. Just use visual tools to help the customer understand the dimensions and materials of a product. For example, silhouettes are very useful to display jewelry pieces. It not only provides the buyer a better idea of the product size but, also, gives a better sense of the type of fit they can expect. See how Disney used silhouettes as one of their product images on Amazon.
I wouldn’t recommend putting the silhouette image as the main product image, but it is a good additional photo to include on eCommerce sites and selling platforms like Amazon.
If silhouettes are not your cup of tea, models work just as fine. As you can see in the image below, Kate Spade uses models in different poses to show their different handbag sizes. Also, it uses different model images to showcase different ways the product can be used. The top image has the strap around the shoulder and another image shows the bag without the straps.
Don’t forget to showcase your products in different angles to show details. Alternatively, use measuring annotations next to product images to demonstrate the actual length and size of products. For example, see how Zales uses this technique to show the real length of the necklace below:
Displaying measurements in different units is ideal to ensure that consumers overseas who use different measurements can understand information at first glance.
Create Desire and Convince
In previous sections, we discussed the technical information that should be included in product pages to help avoid misunderstandings, build trust, and overcome objections. Now we’ll get into the more “romantic” type of copy your product pages should have, to be able to convince visitors to make a purchase.
I’m referring to product descriptions, benefits, and features. If you’re familiar with selling on Amazon, they would be considered the bullet points and product descriptions that must be included in all product listings. There is a reason Amazon enforces this format—the company knows it works and convinces visitors to buy.
To have effective copy, think of it more in terms of benefits than features. The product details section can provide more details about materials, but the description is the one that puts all those elements together in a compelling story.
For example, the product details of a dress can be the following: cotton, spandex, cocktail dress, washer safe. The product description would incorporate this bullet list into a story: “Super soft and comfortable cotton dress. Stretch spandex materials makes the perfect fit for any body type. Ideal for any cocktail event: weddings, showers, date night, and more.”
This compelling product description will help customers identify with your product and persuade them to make the purchase. Another good component to include is your unique value proposition. This is a statement explaining why your product or brand is superior to the competition. Is it cheaper? Better quality? Unique? Make sure your unique value is clearly expressed.
Cross-Sell and Up-Sell
Cross-selling and up-selling can help you increase order value and enable you to provide a better user experience for all your visitors. Up-selling is the act of offering a superior product to the one the customer is intending to purchase. Cross-selling refers to the act of offering similar products to the one the customer is intending to purchase with the idea to complement their purchase.
For example, if a customer is looking for a pair of pants, and your website recommends a matching t-shirt, that would be considered cross-selling. On the other hand, if the customer is looking at a pair of basic pants, and your site recommends a more premium pair, then you would be up-selling the customer.
They can both help you increase your average order value by encouraging customers to spend more either by adding more products to their cart (cross-selling) or by adding more expensive products to their cart (up-selling). Luckily, you don’t have to choose between one or the other. Both of them can be used across your site and especially on product pages to increase conversions.
One of the ways to do this is by implementing personalized product recommendations. They are different types of recommendations that can be used for different purposes, and they are based on special rule-based logic, so you won’t have to manually edit recommendations all the time.
For example, Forever21 uses recommendations to show the “Customers Who Bought This Item Also Bought” section you see below. The logic behind this type of recommendation is that buyers of the same product have also purchased other items, so they may be of interest to this user. These components help users discover new items and potentially buy more than usual, in turn, increasing the average sale order and revenue for your store.
On the other hand, Lululemon uses a section called “Complete the Look” to cross-sell. I was looking at a sports bra product page, and it suggested the complementary items you see below (jacket and pants).
If they hadn’t suggested the matching pants, and I was intending to buy them anyway, I would have had to waste time trying to find them on the site. Thus, by offering easy-to-find recommendations below the product I was looking at, the company was able to provide me (the visitor) a better user experience. Other product recommendations worth implementing are:
Offers or deals of the day, week, or month
Top reviewed products
Besides a better user experience, personalized product recommendations help customers feel like they are getting a unique experience tailored to them.
Encourage Visitors to Take Action
With so many options available online, buyers want to weigh in their options. Depending on the purchase, some people may look at hundreds of different sites before making a decision. Why? Because the same product will be there tomorrow, so what’s the rush?
The issue is that, once you lose the buyer’s attention, it can be difficult to get it back. A potential buyer who visits your site today may not come back again if he or she finds a better deal someplace else.
Creating urgency is one key to persuading buyers to buy fast and buy right at that moment instead of waiting. Some of the tools you can use to create urgency are low stock alerts and promotional clocks. Amazon does a good job of creating urgency with their low stock labels:
As you can see in the photo above, they even include the words “order soon” to increase urgency even more. Another good example of creating urgency is Macy’s. They have a big countdown promo clock that shows the minutes left before their sale ends:
They also show the sale end date below the price. Besides urgency, another thing to keep in mind is having visible calls to action. The “Add to Cart,” “Add to Bag,” or simply the “Buy” button has to be visible and easy to find. The color and size of the button can’t blend in with the background and has to be mobile optimized.
In other words, it has to be able to resize according to different screen displays; otherwise, it can distort the look of the eCommerce product page. Having all these key components together will help give your buyers the last push they need to buy.
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Ronald Dod is the Chief Marketing Officer and Co-founder of Visiture, an end-to-end eCommerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.
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