You’ve opened your first online store, and the numbers look good at first. Thanks to a killer online marketing strategy, you’re funneling people to your store in healthy numbers. There’s only one problem: not enough of these visitors are taking that final step and adding your product to their cart.
It’s time to revise your product page.
There are four main things to consider when formulating a high-quality product page:
- The product
This part is obviously center stage, but what product you’re selling should inform how this page is presented to your audience, and what questions potential customers may have before they commit to their purchase.
- The brand
Your brand is an essential part of any marketing strategy and should permeate everything you do – from social media posts to post-sale emails. Your brand is especially important on product pages; the way online purchasing works means that many users may not even see the homepage before deciding to purchase from you.
- The copywriting
Good copywriting is very important; this element is the combination of the written information your customers are after, and your brand’s unique voice and tone.
- Product page design and user experience
These elements are going to be informed by a number of things, but there are certain nuances to take into consideration. How things are arranged on a page can have a major impact on your conversions.
When weighing these elements, be sure to check that you have a clear call-to-action (CTA). Ultimately, there is one goal when designing a product page: to get your customer to hit “buy” or “add to cart”, or however your main CTA button is worded.
“Let’s start with the basics: the Add to Cart button is the most important component on the page, and should stand out from the surrounding content,” says Maria Bonello, Director of Strategy at SMAKK Studios. “It should also be immediately visible when you first land on the page – i.e. if your product description pushes the add to cart button below the bottom of the browser, it’s time for a redesign.”
Next, reexamine your product photography. “My experience as a web designer has taught me that when it comes to e-commerce, people DO judge a book by its cover, so invest in solid product photography,” warns Mark Perini, Founder of ICEE Social. The impact of great photography is immeasurable, so make sure you’re investing in good photos.
Finally, assess your level of social proof on offer on your product page. Do you have a review section or photos of customers wearing or using your product?
“Adding social proof adds credibility and definitively boosts conversion. Reviews, photos from Instagram, and first-person testimonials are a great way to build consumer trust and encourage purchasing behavior,” says Bonello, “Especially for new brands, giving consumers reasons to believe adds a layer of trust to the buying experience.”
Thankfully, e-commerce isn’t rocket science. If you’re struggling with customer conversions despite a well-thought-out marketing strategy, it might be time for a product page overhaul.