These days, more and more people are tuning in to the internet to look for products and services that they need. That’s why e-commerce has become more critical than ever before, even for small businesses.
However, it’s simply not enough to have an online store. You need to take critical steps to optimize your e-commerce product page and marketing to get the most out of your e-commerce sales. Otherwise, you won’t reach your full potential.
Why is an e-commerce product page important?
E-commerce product pages are a vital aspect of an e-commerce site that will help you boost your e-commerce conversions. It provides users with all the essential information about the product. They get to know the different opinions of users via testimonials, have an overview of the product in action, get to know about the feature, and so much more.
A product page also serves as your micro-site since it contains several sub-pages containing product information. Not only does it drive customers to make buying decisions, but it also helps them after they make a purchase. It usually includes information on product usage, best practices, and things users generally need to avoid when using the product to stay safe.
How to generate more e-commerce sales by enhancing your e-commerce product page
There’s no excuse why you shouldn’t be selling online, as we’ve mentioned.
Here are some of the crucial things that you need to know when it comes to online selling, as well as a couple of handy marketing tips to help you boost your online sales:
Create easy navigation between the product page
Your site’s navigation is everything. If a user can find something in your store in the shortest time possible, then it’s highly likely that they’ll make a purchase. Similarly, they’ll be more likely to come back in the future if they want something else.
Try putting yourself in your customers’ shoes. Pick an item and try finding it without any previous site knowledge. You might also want to ask your friends and family to do the same.
Any enhancement in your site navigation will dramatically affect your business objectives and user experience.
So, make sure that you provide easy navigation between product pages. Utilize breadcrumb navigation to let users know where they are. When you have the proper breadcrumb navigation, visitors will better understand the product hierarchy and avoid a poor user experience by allowing visitors to navigate other areas of interest quickly, enhancing the time spent on the site and decreasing the bounce rates.
Create comprehensible product URLs
Short and easily readable URLs make it easy for users to share links to your products. From an SEO standpoint, they’re also more powerful. Comprehensive product URLs make organizing your site simple because you can easily read what each link points to.
The more meaningful your product page URLs are, the easy it is for users to navigate your site. For example, you have two product models. But they have slightly different model numbers.
It would be convenient for the user to edit the URL on their browser to access the product page that they’re looking for. Doing so saves them a lot of time and hassle since they don’t need to go back to the main product page to find the item they’re looking for.
Use eye-catching visuals
Do you know that 22% of online returns happen if the product looks different from the photo? It’s also worth noting that shoppers need to see an average of three to four images when shopping online.
One of the biggest mistakes of new e-commerce site owners is buying high-tech cameras so that they can post excellent product photos. It is a superb strategy for printed advertising materials and outdoor displays.
However, buying expensive camera equipment is just a waste of money. One great alternative is to use a camera that’s already built into your smartphone. The quality and detail that most phone cameras can produce nowadays make them an excellent option for taking product photos.
You can also use several photo editing software to sharpen the images and apply filters and lighting effects. Doing so makes product photos that look uniform and professional so that your photos also accurately represent your products.
Create an email list
There are several ways to build an email list for your e-commerce store without completely reinventing the wheel.
Once you build a tribe of loyal customers, you’re now checking off these essential business-building strategies:
- Retargeting people that are already interested in your products.
- Getting permission to send promotions without paying for social media ads.
- Creating an opportunity to build a community online
Email works so well since customers choose to opt in rather than get targeted by paid promotions. Aside from that, you also have complete control of your email list, a power that you don’t have on social media platforms. Remember the time when Instagram and Facebook went down for an entire day?
Create an irresistible call to action
Your call to action (CTA) is one of the essential elements of your e-commerce product page. With just one click of the “add to cart” button, you’re close to turning site visitors into paying customers. They’ve finally taken that plunge and are more than ready to purchase.
Several factors influence whether or not your CTA gets clicked. Here are ways that will encourage more clicks to your CTA:
- Create a color contrast: Pick a unique color that doesn’t appear anywhere else on the page and draw clicks.
- Make it big enough: Your CTAs should be big enough for users to identify.
- Optimize the CTA placement: Don’t place your CTA belie the fold. Visitors shouldn’t spend much time scrolling to add items to their carts.
For mobile designs, make sure your CTA rests higher and above the fold.
See also: E-commerce App Design: 6 UX Tips For A Flawless User Experience
Optimize your e-commerce product page for mobile
There’s no doubt about it. More and more people are using their mobile phones to shop online. Therefore, having a well-designed website that’s both mobile-friendly and optimized for conversions has become a top priority for most e-commerce retailers.
With conversion rates for mobile being on the rise, the competition is also getting more and more fierce. Therefore, stores that don’t provide their customers with a frictionless mobile experience are missing many opportunities.
Product pages that are mobile optimized can help you:
- Enhance your overall experience with customers
- Allow them to make a purchase, anytime, anywhere
- Offer quicker checkouts via digital wallets
A responsive site design is one of the best ways to make your site compatible with mobile devices. It means that your site optimizes automatically for any screen size.
Try using exit-intent pop-ups
What are exit-intent pop-ups? These pop-ups show up before a user leaves a site, which shows something like, ‘are you leaving already?’
But do you know that exit pop-ups work? Exit pop-ups allow you to retain visitors for extended periods, boost conversions, reduce cart abandonment rates, grow your email subscriber list, etc.
It’s a pop-up that shows an offer, such as a coupon code, free trial, e-book, etc., that makes them want to stay on the page to read. The goal is for them to click on your call-to-action (CTA) and convert the way you intend them to.
Display your top-selling products
What does your e-commerce product page look like right now? Chances are, your product page is the first thing users will see and your chance to make a great impression.
You’re making an excellent starting point in the customer journey by best-selling products. The opposite is making them feel overwhelmed with product choices on your menus.
Moreover, these are best-selling products for a reason. Leverage them to entice prospects to your store.
Make sure your site speed is fast
According to data by Kissmetrics, 47% of users abandon a site if it takes longer than 3 seconds to load. People who shop online have more choices than before. Therefore, most of them are fickle, and often impatient.
If you keep them waiting even for a second, they might leave your site without purchasing anything. So, you have to ensure that your site loads quickly.
Creative copywriting
Although a powerful on-page copy seems obvious, you’d be surprised that many product pages have snooze-worthy copy. It’s simply not enough that you place e-commerce keywords on your page.
Often, brands are more concerned with imagery than creating a copy that stands out.
While excellent visuals are crucial elements to your product page, if your copy is crap, it can be detrimental to building excitement about your products.
See also: 5 Reasons E-Commerce Startups Need Digital Marketing
Use bullet points when writing product descriptions
You might wonder if there is a specific format responsible for online sales. Your product descriptions should engage your customers. If they’re not engaged, they won’t likely convert, and your sales will either drop or stagnate.
Your product descriptions should be descriptive, inspirational, and detailed as possible. They should also answer your customers’ most common questions:
- What is the packaging like?
- How will the item be dispatched?
- Is there a warranty?
- What’s your return policy?
- What will it be used for?
- Are there any care instructions?
- Why do you stock the item, what does it mean to you, and what could it mean for the buyer?
What’s important is to have a product page that inspires the buyer with a description that goes beyond the technical specification.
Show scarcity
It’s also practical and persuasive to show prospects that you’re already running low on stocks for a particular item.
Set a threshold and show a warning when the inventory falls beneath it. You can say, “only three left.” Doing so encourages customers to take action.
Another tip is to place somewhere on your site a counter that displays the cut-off for the same-day dispatch or next-day delivery as it also instills urgency in them.
Display related products
There’s also a chance that it isn’t the right item. If this is the case, you need to ensure that there are other products for the customer to explore.
Here are excellent ways you can do this:
- Other people also liked
- Upselling opportunities and complementary products
- Other items in this range
You can either manually come up with suggestions or utilize automation to flag products based on the previous buying behavior of your customers.
Don’t leave visitors on a dead end. You’ll find that your site’s engagement increases if you provide suitable recommendations at the end of your product pages. Doing so helps customers find what they’re looking for and enhance your Average Order Value (AOV.)
Highlight the price and button
Your buy button should be visible. It must be placed near the top, below the price, and below the product title. This is the convention, as many users are already used to it.
Whatever your layout, you should also ensure that your buy button is your clearest call to action. You might also place a single sentence in the small text directly under the buy button.
Mention your key selling points like free shipping, one-year guarantees, and fast delivery times. Doing so builds buyer trust and encouragement before they click to buy.
Place delivery, returns, and refund information
It’s also vital to show delivery, returns, and refund information on your product page.
You can summarize this if you want to space it, but you might want to put links to extensive information. Alternatively, you can also use tabs or an accordion layout.
Provide social proof
Unless you’re a household name, people will need some reassurance before purchasing from you. One of the best ways to do this is with “social proof.”
- Positive customer testimonials
- A substantial social media following. If you have a large following, show this.
- Spotted. Celebrities or influencers using or wearing your stuff.
- Automated review system like Trustpilot.
Therefore, getting it right from the get-go is crucial to ensure that you aren’t losing potential sales.
See also: Actionable Tips to Make Your E-commerce Business Mobile-Ready
Over to you
So, there you have it. These are easy ways to enhance your e-commerce product page to boost sales.
Here are also a couple of ideas that are worth trying:
- Add a wish list feature on your site so that customers can save items for later.
- Build a wedding registry function if needed.
- Place the product SKU number especially if there are wholesalers browsing your site.
There’s no doubt that an e-commerce product page plays a crucial role in the purchase process and directly impacts the profitability of your business. It’s when the person moves from merely an interested visitor to a prospective customer. It is also where the final buying decision is made.
