When it comes to making a purchase decision, it is your product page that matters the most in the shopper’s journey. It is where they get to know more about the product that they found enticing on social media, learn more about it and then conclude if they need it or not. And still, most stores only focus on optimizing their checkout pages. If you have been one of them, fret not. Here are some product page optimization tactics that you can implement – starting today, to stop losing sales!
Must-use product page optimization tactics
1. Share your product story
The very first thing you should be doing is to revisit your product descriptions. Take a look at the content you have been using all this while and think from the consumer’s perspective – is it good enough for them to make a purchase decision? Is it engaging enough to make the product’s benefits stand out immediately?
If the answers are no, then stop waiting and losing sales. Use a bit of storytelling to share what the product is, why it is so valuable and how it benefits the shopper. We’re not asking you to write essays in your product description; you just need to cover all the important points and make sure you’re doing it in a way that reflects your brand’s unique personality.
When figuring out what to include in a product description, ask yourself the following questions:
- What is the product?
- What problems does it solve for the shopper?
- How does the shopper benefit from it?
- What concerns would a shopper have?
- What will help the shopper know if they need the product?
Kettle & Fire is known for their Bone Broths. While everyone is mostly aware of the health benefits, their product page still reinforces it all. It shares health benefits of broth, nutrition and ingredient details and even a section on how to use it for those who’re just starting to explore.
2. Keep your call-to-action clear
Now the first tip might nudge you to add more to your product descriptions to help shoppers understand a product range. But in the zeal to add as much information, remember not to choke your product page so much that the key action it needs to drive, gets lost – that is, your ‘buy now’ or ‘add to cart’ button.
To nudge the shopper towards a purchase, you need to make buying an obvious thing to do and super easy. That’s why your call-to-action needs to stand out on your product page.
We’re not asking you to break your brand’s color theme and use something that throws even the shopper off. Just make sure your button is placed in such a way that the spacing around it separates it out from the rest of the content and capture’s the shopper’s attention as soon as they land on the page.
Vermilyea Pelle has a very sleek design for the store. Knowing how important it is to maintain the classiness of the product pages, they do this beautifully by using the right formatting and adding enough white space between the sections.
3. Offer shopping assistance
The number one reason most shoppers drop off from product pages is that they’re confused about them. All they need is a little, timely help in making the decision. It could be the product sizing, the material/ ingredients or concerns around its use case that the shopper might miss out on in the description you wrote.
Similar to how a salesperson helps you out with all the above at a brick and mortar store, use a chat to offer shopping assistance. Now you can do this in two ways – either you implement a live chat that clearly shows when assistance is available (your working hours) or you use a chatbot that addresses these common queries.
Gunas uses a chatbot created by Flashchat to do this. It provides the shopper an easier way to start the conversation – instead of entering their name and email address, they can simply choose to log in with their Facebook account.
4. Display social proof (reviews, ratings, testimonials, and guarantees)
Another major concern that most shoppers have is buying the wrong product and not being able to return or exchange it from the store. The skepticism often makes them just wishlist items or add them to the cart and abandon them. This is where your social proof comes into play.
When 95% of shoppers trust recommendations from others like them, their friends and network, use that to your advantage. Include reviews, ratings, testimonials, and guarantees like your return/ exchange policy, on your product page.
Doing so lets the shopper see how your product is faring amongst others like them, and at the same time guarantees them security that you would help them get the right product.
Take, for example, Chubbies. The store uses Yotpo to display their customer reviews, ratings and testimonials. It also additionally enables the customers to upload pictures along with the review – this builds more proof for the store and gives them a lot of user-generated content to promote their products.
5. Re-engage with a gamified popup
No matter how optimized your product page is and how beneficial the product is to a shopper, there are still chances of the visitor getting distracted. It could be the environment they are in that takes them away from completing a purchase or simply a discount on another store that lures them to it. In this case, your product page needs a re-engagement conversion tactic in place.
This is where gamified popups come into play. Unlike the conventional email popups, they focus on capturing the shopper’s attention with a game that offers them a chance to win something they can avail on making the purchase. It gives a positive stimulus that nudges the shopper to make an interaction with the store before they leave – it could be subscribing to your email list to receive the coupon they won or using the coupon they won to make the purchase.
Ikonick uses WooHoo to implement gamification on their store. Playing a game of cards, they present the shopper with a lucky draw. The shopper then needs to swap cards to win a discount on the product they have shown interest in.
Gamifying the shopping journey of the visitor didn’t just help the store build their email list faster, but also create a unique experience for them.
6. Always upsell and cross-sell
Sometimes a shopper may visit your store looking for something specific. At other times they may visit only to explore products similar to what they need. As they start browsing through your product pages, it is important to show them that there’s more available in the same or complementing category. This nudges them to explore more products on your store, increasing the chances of them converting on one of your product pages.
Adding a section where you recommend complementing products or show them similar products on the page is a smart tactic to keep the shopper engaged.
3sixteen does this smartly. When you visit a product page, they have created a section called ‘complete the look’ to recommend products that go with the one the shopper is exploring. Making upsell and cross-sell tactics a part of your product page is a great way to also increase your average order value.
7. Don’t let stocks disappoint
There is a high chance that some of your products run out of stock, but still continue to get more visitors. In most cases, stores simply add a tag telling the shopper that the product is ‘out of stock’. The shopper then, dismayed, either explores other products on the store or leaves the store immediately – the latter being the case 90% of the times.
That’s is why you should not let go of this opportunity to turn a visitor into your subscriber. By simply letting them optin for notifications of when the product is back in stock, is a great way to get more sales from your product pages.
Creating product pages that always sell
There are different types of shoppers that come to your store. While some are driven by prices, there are those that are driven by the experience on your site. All you need to do is pay attention to the smallest of details and understand how your shoppers are interacting with the store.
The only way to get the most out of your product pages is to focus on giving the right nudge at the right time, with the right message. Product page optimization can be tricky – push too much and you lose the shopper, push too little and you still lose the shopper. But when you push in ways that the shopper is more likely to interact with, you turn the shopper into a customer in no time.
What is the one product page optimization tactic you have always sworn by? We’d love to hear all about it.
Ready to turn your product page visitors into subscribers and sales?