Also in this series:
- 8 CRO Tips For High-Converting Product Pages
- 5 Easy A/B Tests To Make Your Product Pages Convert Better
- 6 CRO Tips for High-Converting eCommerce Checkout Pages
- 5 Easy A/B Tests to Make Your Checkout Pages Convert Better
- 5 CRO Tips for High-Converting eCommerce Category Pages
- 5 Easy A/B Tests to Make Your Category Pages Convert Better
Whether you’re using Shopify, WooCommerce or Magento I think we can all agree that your product pages are the biggest chance to show your customers why they should be picking you over your competitors. Having your website found by the right target audience is great but if your product pages are confusing to use, it’s likely a user will leave and your website won’t convert as well as it could.
In this article we’ll cover 8 actionable product page CRO principles you can make today, that will give your product pages more of a chance at converting.
1. Use Compelling Call-to-Action Buttons (CTAs)
The only way a user is going to make their way to the end goal on your website is to click on the call-to-action buttons on the page. These are some of the most important elements on any webpage, especially product pages and could be the reason why your potential customer converts or not.
Your CTAs should stand out on your page. They should be one of the first elements that draw the user’s eye so they are confident in how to navigate the page. Using bold, contrasting, and brand colours for every CTA on your product pages could be the difference between a conversion event.
Along with bold colours, the text on all CTAs should be clear and easy to read. For example, if the CTA was a dark blue colour, using a contrasting white colour for the text will help. Next is what the CTA reads. On product pages, it’s likely you’ll see CTAs with ‘Add to basket’ or ‘buy now’ terminology on them. Whatever your end goal is for your product pages, make sure your CTAs clearly instruct the user on how to proceed.
Be careful when testing this. Using ‘buy now’ could tell the user that they will purchase there and then and could discourage someone from clicking, whereas ‘Add to basket’ implies they are saving the item and have time to make a purchase decision in their own time.
Placement on the page:
This is very important. Your CTAs need to be placed where the user can easily find them, but also where the user expects them to be. There is no perfect placement of a product page CTA as each page is different, however, as long as your CTAs are placed next to the product description, images, etc. you’re page will be on its way to converting. It’s best practice to test all the elements mentioned above to find exactly what works best for your eCommerce store.
2. Show Off Your Products with Clear images
Your product page images are a direct window to your brand and how you’d like to portray your eCommerce business. Users can tell a lot about your business from the images on your pages. You should always aim to use high-quality images for every product you sell.
High-quality images reassure your customers that they are purchasing the correct item. Not having great images can directly impact conversion rates as trust could be lost instantly.
Your product page images are extremely important to show the user exactly what it is you can provide them. Try to give the user as much information about the product through your images as possible, this includes:
- Multiple angles of your product or an interactive 360 experience (great for mobile)
- Close-ups (show the details)
- The product in use (help them to imagine it in their lives)
Using some or all of the above will help your product pages on their way to convert better.
3. Display Your Prices Effectively
On any product listing, the price is going to be one of the first things a user is looking for. While there might not be much you can do about changing the price of your product, there are some best practices you can make to your product page when it comes to displaying that all-important price!
Size and placement:
Psychologically, if someone were to read a higher number displayed in a larger font, it’s thought that the user would see that as a more expensive product. Interesting right? Always keep in mind the size of the price on your product listing. Too big and it could deter people away, too small and it could be lost among other less important information.
Testing the size, colour, and placement of your prices on all product listings will help you understand your target audience better to improve conversion rates.
Users are always looking for a saving. If you cut the price of a product you should display this to let the user know! Try displaying the new final price next to a crossed-out original price on a product listing. This helps show the user there is a saving to be made and could encourage them to make a purchase.
4. Descriptions are Always Clear & Precise on High Converting Product Pages.
It almost goes without saying, but every product on your product page needs a clear and precise product description. This is your only chance to tell the user exactly what it is you’re selling and how it could improve their lives if they were to purchase.
Try putting yourself in the user’s shoes when writing a product description. What is it they expect from your product? How would they describe your product to someone else?
However, try not to overwhelm the user. Paragraphs and paragraphs of information could push the user away and important information could be lost. When writing your product descriptions keep in mind these main product page CRO factors:
- Try to meet the user’s needs
- Add important information (ingredients, dimensions, etc)
- Bullet point your key benefits to help the user find the important information faster
5. Highlight Your Product’s Key benefits
In this modern day, information is everywhere and users are able to compare multiple products in minutes. It’s never been more important for your products to stand out in this competitive space. This is where listing your product’s key benefits is extremely important.
Showing a list of benefits for each product will help highlight why your product is the right one to choose from for the user. Giving them a short, to-the-point list will help draw the user’s eye and make it easier for them to compare products, and in turn, hopefully, improve your conversion rates.
6. Use Video to Increase Engagement
With the evolution of mobile devices and streaming services, it’s no surprise that video content is now proven to be more engaging than anything else on a website. It helps show the user what the content is, and how a product is used and can help to keep a user on a website for longer periods of time.
While images are important on any product listing, it’s becoming best practice to also make sure you are implementing videos into your product pages. Users want/need to see how your product works or is used in the wild. Short and engaging videos are quickly becoming a staple in any eCommerce store!
7. Reviews Help to Build High Converting Product Pages.
Trust is the key element to any website. Building trust with your target audience could be the difference between your eCommerce store converting or not. A proven method to build trust on any eCommerce website is to build and display product reviews and customer testimonials.
It’s proven that people tend to do what others have already done. Showing reviews of your products by real people can help build confidence in new customers to make that all-important purchase decision.
Reviews can have more influencing power than any of your images, prices, or product descriptions. Some users rely on reviews to make their final decisions. Users tend to look for two main factors when looking at reviews; the average rating score and the number of ratings on average they’re based on. If possible, make sure you are displaying both.
8. Always Build Your Product Pages for Mobile Devices
Mobile devices are now the go-to when searching the internet. It’s now more likely that your eCommerce store will be viewed on a mobile device rather than on a desktop. While you should design and optimise your product pages for both mobile and desktop, mobile should always be your top priority.
When creating a product page for mobile first, ask yourself, Are the product listings, images, and product descriptions clear on smaller screens? Are the CTAs easy to find and large enough to tap on? Always keep in mind how a user would use your store on a device.
What’s more, Google now favours websites that are optimised for mobile so make sure your product pages are the best-converting product pages they can be. Your main aim is to give your customers an amazing user experience. Doing so will make it more likely for them to stay, buy and come back to your store!