How to create product pages that convert? Many store owners believe that everything is about quality product images, descriptions and a good price. Although these aspects are fairly significant, they are not the one and only to be thoroughly prepared.
Smart timing and pricing, effective ux elements, convincing and descriptive copy, well-done onpage optimization are essential if you want your product pages rock and thrive.
In this post we’re going to show you 5 win elements and marketing tactics that you can borrow for your products right now.
#1. Stunning Product Images and Videos
People love media. This is where poor or plain images fight a losing battle.
I’m not going to tell you about high resolution photos (I bet you know that). I’m going to say about the key psychological principle that lies in adding to your product gallery emotions.
Using images that appeal to the customers emotions is a sure fire way to boost conversions. When you use a product photo, make sure to highlight its main features, show from various angles and add a context.
For example, you sell sunglasses, coffee mugs or razor stands. Show me what I get after the purchase: how this glasses will look on a real person or how the razor stand will match my bath landscape.
What can help you: A professional photographer who knows what to do or an ultimate DIY guide, necessary tech-equipment and imagination.
Videos are icing on the product page cake. Numerous research prove, shoppers who watch a video are 64% more likely to buy.
Showing customers how to engage with the product removes uncertainty and helps people better understand your offers. Even more, watching videos takes little effort compared toreading long descriptions or clicking on all the photos.
A video that explains all is the perfect way to showcase product benefits in an engaging way.
What can help you: A well-written script, professional voice and an animation/live action team.
#2. Engaging Descriptions
When it comes to product selling, a compelling copy helps not only convince shoppers to purchase what you offer, but also greatly improve SEO.
The key to copywriting success is emotional language.
You believe that you’re a completely rational person and all that emotional stuff is not for you, right? However, scientists’ve proven that people are more likely to make emotional decisions and later rationalize them.
Since emotions are so powerful it’s so important to influence them the right way. Instead of using ordinary words, go for feeling and descriptive phrases. Show customers what the product does for them, not only its selling points and functions.
For example, the Odd Pears sell socks. But how they do this is just crazy. These product descriptions deserve an Oscar.
What can help you: A professional copywriter or your own rich fantasy.
#3. Visible Inventory
Use stock shortage to your advantages. Show stock quantity on the product page, thus bringing attention to the number of items you’ve left.
Limited offers entice people take action. Alerting customers that some product is getting low-stock helps them come to a quick decision. By creating a sense of urgency, you create a sense of missed opportunities and motivate shoppers to buy.
The problem many merchants face is keeping products inventory status up to date. Imagine the situation: your customers carefully choose the products, add them to basket and voila get the out-of-stock message. Put yourself in the customers’ shoes: frustrated and angry (because you were just one-step-left from the purchase) you have no choice but to leave.
Simply displaying the “Out of Stock’ message is not enough because it gives no more further information.
How about something like this: “Sorry, this product is currently out-of-stock. Our most popular items sell out quickly sometimes.”
If the product is likely to come back to stock, offer an email notification. If the product is unlikely to come back, offer some alternatives and an apology.
What can help you: If you own a small store you can easily handle inventory yourself, however when you get bigger an inventory management software (like Magento 2 plugins) that will automate all the process is a must.
#4. Advanced Product Options
If you sell products that vary in size, color, material, texture, etc., having separate pages for each and every option can become a challenge for you and your customers. Let me explain.
For example, you sell T-shirts available in different colors and sizes, carpets in different dimensions or tablets with various characteristics. For customers it’s better to create a single product with various options instead of several separate products.
What can help you: If you sell dozens of products with options and don’t want to spend eternity on their optimization and management, it’s better to find a software solution, like this Magento 2 custom options extension.
#5. Social Proof and Reviews
According to Marketing Land research, online reviews greatly influence final purchasing decisions. 90% of shoppers are more likely to buy from a website (or leave it) after reading website testimonials. Even more, 88% of customers trust reviews as much as personal recommendations.
The biggest problem with reviews is that shoppers actually don’t want to review.
It’s difficult to make a lot of sales without customers reviews, but you can’t get reviews unless you make sales. In this case you can test the eBay feedback scheme and send shoppers an email asking for a review. Users often treat this request as a part of the buying process and are more willingly leave their feedback.
Real customers reviews are trusted 12x more than manufacturer product description, according to eMarketer.
When making your ideal product page, keep these 5 functions in mind. What product page elements are a must for you? Feel free to share with us.