How to Optimise a Product Page for Conversion in Australia
Conversion rate optimisation is crucial if you’re to reap benefits such as improved ROI, better traffic, and improved sales from your business. However, nailing it is pretty difficult.
Already, conversion rates for most business in most niches is meager. According to statistics, the average e-commerce site tends to have a conversion rate of between 2% to 5%. Some businesses in niches like consumer electronics record only 1.4%.
Therefore, most of your effort should be put into ensuring your site’s visitors actually buy your products and services, or take the desired action requested by the CTA.
Here’s how you can set up your product page for better conversion.
Why Do Product Pages Exist?
Your e-commerce product page is the landing spot for all visitors to your e-commerce site. It’s where they decide whether they’ll buy your product or leave the store. Sadly, it is one of the most neglected areas.
Typically, checkout pages and the actions the site visitor takes while adding a product to the cart get the most focus in most e-commerce sites. This approach neglects the fact that customers won’t get as far as adding a product to the cart if the product page is not persuasive enough.
And that’s where most conversion is lost.
A product page tells your customer why your product is valuable, what needs it fulfills for them, what problem it solves, and lists the details the customer needs to make a buying decision.
Therefore, elements like well-written product descriptions and high-quality product images are essential.
Why Conversion Rate Optimisation Matters
Given the seemingly “meager” conversion rate numbers, should a business really care about it? Yes.
According to statistics, digital sales in 2021 amounted to about $4.9 trillion globally. This number is set to grow by over 50% within the next four years, raising the total to about $7.5 trillion.
This is a massive pie. Your e-commerce site’s conversion rate will determine how much of it you’ll get, not just from a numbers perspective but also from a competitive advantage point of view.
Data shows that, on average, e-commerce businesses spend about $92 to acquire new customers. However, they only spend $1 in converting them.
Increasing your conversion rate will improve sales and also take you a step further ahead of the competition. Most competition is focusing primarily on increasing traffic through SEO and paid ads, which is still crucial, but neglecting conversion rate optimisation to stimulate growth and improve ROI.
How to Improve the Conversion of Your Product Pages
There are several strategies you can employ to improve the conversion rate of your e-commerce product pages. They include the following:
Pique Your Customer’s Interest Immediately
In journalism, journalists are encouraged to put the lead upfront. This means that their story should start with the juicy details without forcing readers to dig into their piece to find the information they’re looking for.
That’s a strategy you can use to improve the conversion rate of your product pages. While you’ll want to offer the full details of the product, a high-converting page provides the necessary information first and leaves the rest for the customer to read about further down the page.
You can talk about what your product is made of, what it does, and how it will add value to your customer.
Lower in the page, you can dive deeper into these details and features, adding more images, richer context, and more in-depth explanations that prove your claims. Therefore, you pique your customer’s interest early and guide them smoothly into the product or what you’re offering.
Understand and Address the Customer’s Concerns
Optimising your product page for better conversions involves understanding the relationship between your product, the customer’s motivation to buy it, and barriers that might delay their purchase.
For instance, customers may have more questions about your product’s use and durability than aesthetics. Therefore, the product page can still feature high-quality images to showcase the product’s aesthetics but more concise copy to address the product’s durability and use.
Your goal should be convincing customers and using research to justify your claims and deal with assumptions they may have.
Use High-Quality Images
According to a study, bigger product photos yield higher conversion rates. However, they must also be compelling and of high quality.
Product photos show the customer what they’re getting and how great your product is.
You should have different photos that showcase the product from different angles. This improves product interaction in your e-commerce store, a lacking feature in most sites. You should also include a zoom feature where the client can view the product in greater detail and scrutinise it.
You should also ensure that your product photos are in the proper context, giving the customer a better visualisation of how it will look and be used.
For instance, most fashion stores will include photos of models wearing the clothing article in their product images to put it in its proper use and context.
Use Trust Seals and Social Proofs to Build Trust
Site visitors can be very sceptical when visiting an e-commerce product page for the first time. They probably don’t know your business, have never had an experience shopping on the site, and don’t know whether the product is as good as advertised.
That’s where trust seals and social proofs come in.
These elements in your product page help build trust and assure visitors that your business is legit and your product is as shown.
For instance, you can add reviews and user-generated content to your site to improve trust among new visitors. Your customers should be able to do these reviews and share their experiences using your product.
Data shows that reviews and user-generated content can boost conversion rates by as much as 200%.
Building trust also applies to your payment process and what your customers learn about the payment methods you accept.
For instance, research shows that 76% of buyers prefer safe payments over convenience when shopping at an online store. Therefore, you can add badges of the various payment providers you accept on your product page to boost its credibility and conversion.
Improve Your Site’s Performance
Online shopping requires excellent speeds and site performance to draw visitors in and convert them. According to data, 53% of shoppers will abandon a site if it takes more than three seconds to load. That’s very little time that can cost you a lot in conversion.
This need for speed is so crucial that Google included page load speed as a ranking factor. Therefore, your site’s performance will also affect SEO.
You should also avoid unexpected downtimes at all costs. New visitors attempting to access your site may be discouraged from revisiting it if they find it unresponsive.
Target Abandoned Carts
Cart abandonment is a predominant issue in e-commerce. Data shows that the average rate for cart abandonment lies between 60% and 80%, depending on the industry.
Despite the high numbers, cart abandonment is sometimes treated as a good sign in an e-commerce store. It means that customers reached an advanced stage in the sales funnel, and the lost business is potentially recoverable.
Therefore, you should target abandoned carts and unearth reasons for customers not completing their purchases. These include forced registration, hidden costs, security concerns, lengthy checkouts, website performance issues, and slow shipping.
You can follow up on these abandoned carts using reminders and emails, offering an incentive for the customer to complete their purchase, such as a discount.
You can get dedicated cart abandonment software to integrate into your e-commerce store and automate these reminders, boosting conversion.
Improve Site Navigation
The primary goal of your site’s navigation is to make it easier for visitors to find what they’re looking for. Therefore, if you have a difficult-to-spot and confusing navigation, visitors will quickly get frustrated with your site and leave promptly.
You should keep the following things in mind for straightforward and easy-to-use navigation:
- Have clear and descriptive labels for each section
- Group similar sections together
- Use drop-down menus sparingly
- Include a search bar.
Work with an Expert and Learn How You Can Get the Most Out of Your Product Pages
E-commerce product pages are a crucial bit of your sales funnel. If not well optimised, you can lose important business and customers due to trust issues, a poorly performing site, and uninteresting product descriptions.
Improve the copy of your product pages by contacting a professional who’ll show you essential areas you can optimise to drive your online store’s conversion.
Over to You…
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