Does the following scenario sound familiar to you? You have quite a bit of traffic on your webshop, but only a handful of those many visitors eventually develop into customers. Rest assured, you are by no means the only one dealing with this scenario. Within eCommerce, on average, only 3 percent of visits actually lead to conversion.
Poorly developed product pages are often the cause of those low conversion rates. Optimizing product pages is therefore an important step on the road to more sales. Good product detail pages give the visitor that last push to take action and ensure that potential customers penetrate deeper into your marketing funnel. In this blog article we describe 3 tips for developing an optimally converting product detail page.
Good product pages provide potential customers with useful information about the functionalities and benefits of a product. They tell your brand story, so that you create a bond with your target group through every product detail. Don't underestimate the power of storytelling in e-commerce. Because although we often think of people as thoroughly rational beings, in reality emotions affect every aspect of our decision-making processes. This applies to consumer behavior, but certainly also to business.
Tell stories that contextualise your products and their benefits that your target audience identifies with. Your brand is more than just a logo and collection of images: it is everything you stand for!
Our customer Secrid is a perfect example of a brand manufacturer who pays attention to the experience from product to sale and translates this well into the product page. On a special page about the leather they use for their product, you will learn everything about the origin and location where it is made.
And in this time when sustainability plays an increasingly important role in society and the purchasing process, Secrid responds to this by dividing how much water and energy they use for the production of the wallet. On the sustainability page you can read everything about the suppliers, the production process and how Secrid views sustainability and how they deal with it.
Creating urgency is one of the best ways to increase the conversion rate of your product pages. But how do you do that? A tried and tested method is to respond to FOMO (Fear of missing out) by setting a limit on the sales time of a certain product. Let them know that there are only a limited number of items in stock and that a visitor will miss the boat if they wait too long to order. For example, our customer Goossens applies this with a countdown clock on the Sale page on their website.
Always remember the ultimate goal of your product pages: increase conversion! The above tricks help you little if actually buying a product is a complicated and confusing process. Therefore, maximize the number of "conversion point opportunities" in the form of clear CTAs ("buy now" or "add to cart") and order buttons.
Our customer Paardekooper puts this into practice by placing a striking CTA centrally on the product detail page in a bright orange color.
Positive product reviews and ratings increase confidence in an item. Many people like to check what other users say about a product before making a final purchase. Provide your product detail pages such as Charlie Temple with testimonials and reviews and also actively encourage customers to share product experiences with your articles.
But don't make it too difficult or mandatory. Give customers who want to write an extensive review the freedom, but also design a simple rating system (for example, a score of one to five stars) for people who prefer to keep it short and sweet.
Even a single negative review doesn't always have to be a problem. Visitors often see this as a sign of authenticity, reliability and transparency. However, do negative reviews predominate? Then this is a clear red flag for the average consumer.
How important social proof is for the success of your webshop depends on the type of product and the degree of brand awareness. In any case, there are plenty of opportunities to get serious about social proofing: influencers or experts who promote your brand or product, testimonials from customers or business partners, brand partnerships or social sharing; everything is possible. Personal wishes, needs and your company profile ultimately determine which methods of social proofing work for your webshop.