The ultimate guide to a high converting product page

high-converting-landing-page.jpg

E-commerce is booming at the moment. Thanks to a rise in mobile internet access and a culture of instant gratification, consumers are far inclined to order a product by clicking a button rather than going to a physical store.

In a recent study, it was estimated that global e-commerce sales will increase from $1.3 trillion in 2014 to $4.5 trillion in 2021.

With platforms like Shopify enabling entrepreneurs to build their own e-commerce store in less than an afternoon, everyone is jumping on the e-commerce bandwagon.

However, getting a store up and running is a lot easier then generating consistent profits.

Targeting the right audience with PPC ads and doing adequate product research is one part of the puzzle - but you will never see the best results until you start optimizing your product pages for conversions.

With an optimized product page, you’ll not only convert the visitors who show red hot buying intent - you’ll also convert those who are lukewarm. This is where most stores fail.

While Wordstream states that the average conversion rate for landing pages is 2.35%, average doesn’t cut it if you are driving traffic from Facebook ads (which are getting increasingly expensive).

Here are some of the best ways to dramatically improve your product page conversion rates immediately.

Speak to an individual buyer

As wonderful as most people are, it’s important to remember we all make buying decisions based on self-interest. The first thing someone thinks when arriving at your product page is: “What’s in it for me?”

This question is impossible to answer unless you know your audience intimately.

It’s best to create a buyer persona document for your business.

Persona.jpg

Check out this buyer persona courtesy of Jordan McNamara.

This document should contain demographic information such as marital status, education, income, age and gender. However, you should also include psychographic information such as values, interests, ambitions and most importantly, pain points.

Check out this free buyer persona template courtesy of HubSpot.

You can learn a lot of these details by surveying your existing customers. Another tactic is to look up your new customers on Facebook, then peruse their profile in order to understand them better.

Once you know what keeps them up at night, it’s far easier to craft emotionally impactful sales copy.

People are interested in a product’s features, but will hit the “Buy Now” button because of the benefits. Features are factual, whereas benefits are emotional - and every marketer knows that people buy based on emotions, not logic.

Social proof and testimonials

81% of consumers research a product online before purchasing. If they can’t see evidence that other consumers have purchased from you too, it’s unlikely that they will trust your sales claims.

Unfortunately, there are some devious marketers out there who will say anything to make a quick buck, so it’s understandable consumers are naturally apprehensive.

The best solution to this is to include customer reviews on your product page. In fact, a consumer is 58% more likely to convert after interacting with a review.

Text reviews are useful, but they are also easy to fake.

Hair extensions brand, Luxy Hair, encourages customers to include an image of themselves with each review. Along with a “Verified Buyer” stamp, this makes the reviews far more credible.

luxy hair review.png

Video reviews are seen as the most credible form of social proof.

Pro-aging skincare brand, Boom by Cindy Joseph, markets products to women from the baby boomer generation. With a vast selection of video reviews on every product page, new customers will feel reassured when other women of a similar age are recommending the products.

boom video.png

Security badges

If a consumer arrives at your site from social media, they have no idea whether it’s safe to input their credit card details on your checkout page. With so many terrifying stories about data hacks in the news these days, security is a big concern.

One of the best ways to alleviate this fear is by including a security badge prominently on your product page. People may not be familiar with your brand, but most online consumers are familiar with the Norton Security logo.

Zamberg, a supplier of male grooming essentials, increased sales by 11% after installing a security badge on its site.

Install live chat

An FAQ section should always be featured on your product page. This allows you to answer common questions and alleviate buying fears.

However, you can’t anticipate every single question and sometimes people want personalized advice. This is where you can leverage live chat.

Unlike face-to-face or phone conversations with a salesman, live chat is less invasive. In a study by Econsultancy, 51% of consumers specifically stated they like live chat because they can multitask at the same time.

If you own a Shopify store, there are plenty of easy-to-install live chat plugins such as Reamaze that will allow you to assist your customers and prevent cart abandonments.

Professional images

It’s worth noting that the human brain processes images 60,000 times faster than text.

The quality and style of images on your product page are the first thing a consumer notices. This directly affects your store’s conversion rate.

Unless you’re a competent photographer, please don’t go down the DIY route. Hiring a professional from Craigslist may cost a little, but you’ll earn the money back (and then some) with a high converting product page.

Make your images large and zoomable. With smaller images, it can be difficult for consumers to see the finer details.

Research suggests that bigger images correlate with increased conversions.

The more product images, the better. Consumers like to see a product from every angle, which is why 360 degree product images are growing in popularity.

You may also wish to showcase your product in action.

If you’re buying a bib for your infant, you’d want to make sure it looks nice and comfortable while being worn.

baby bib.png

Crisp, professional images are important, but remember to communicate how your product can positively impact your consumers’ lives.

Make data-driven decisons

The harsh truth is that it’s unimportant whether or not you like your product page. The only thing that matters is how the consumers interact with it.

In order to improve conversions, it’s essential to continually test your product page elements and make data-driven decisions.

Something as simple as the color of your “Add to Cart” button can dramatically impact conversions - but you won’t know until you test this yourself.

In one study, green vs. red “Add to Cart” buttons were tested against each other. Amazingly, the landing page with a red button achieved 21% more conversions - no other changes were made!

Some of the other important tests to make include:

  • Pricing displays and discount signs

  • Sales copy

  • Free shipping offers

  • Sales videos and customer testimonials

  • CTA button size and placement

  • Countdown timers and other scarcity elements

If you continually strive to make your product pages as compelling as possible and you track your results, you are bound to improve your store’s conversion rate.