It probably goes without saying, but we are big, big fans of optimization. We know that marketers have a lot on their daily to do lists, but let’s face it: it’s not enough to design and implement a marketing strategy. If you want to hit and maximize the desired business outcomes, you need to be testing and optimizing everything. Product pages, for example, are such a critical part of an e-commerce website, and even small improvements can make a significant impact on business performance.
So here are 3 high-impact optimization tips that will make a noticeable difference on your product pages conversion rates.
When users drop by on your website, they want more than just seeing your products. They want the entire experience: the feel, the texture, the details, how it will make them feel, what it tastes like. You get the point?
Of course, you can achieve this goal by providing the option of a 360 degrees view of your product. This way customers will have a fuller understanding of its scale and aspect. In fact, interactive images have become the norm in this industry, and they are an excellent step into the future.
But if you want to increase credibility, build trust, and increase your conversions, show your client the dedication you put into that product. Take a step closer to visual commerce and add videos on your product pages. Video now appears in 70% of the top 100 search results listings, and viewers are anywhere from 64% to 85% more likely to buy after watching a product video.
According to Wyzowl, 72% of businesses who use video believe that it has improved the conversion rate of their website.
Net-a-Porter has been creating videos for their products for some years now. Just have a look at any product on their website! As you can see, they have it all: high-quality multi-angle images, hover-zoom, and product videos.
If you think about the fact that 70% of consumers say that they have shared a brand’s video, investing in a great product video can get you some quality awareness and social proof as well.
Don’t fall into the trap of adding on your product pages major distractions, though. Keep the conversion goal front and center.
As always, the final piece of advice for all the above: run experiments to find what works best for you.
2. Clear CTA
Simple is the new smart. So, the first thing you can do to actually improve your conversion rate is don’t try to be clever with your CTAs. There’s plenty of time and opportunities for clever branding and copywriting (such as the landing page, where a good copywriter can work magic for your business), but when it comes to call to action buttons, you want to make sure you’re not confusing anyone.
Your call to action should be that big shiny button you’re trying to steer attention towards, your page’s “raison d’etre” just to quote Oli Gardner here.
After you’ve identified the best copy for your button, you’re half way done. Buttons are the core of user interfaces and play a significant role both in the quality of the UX as well as conversion rates of websites. To stand out in the crowd, remember that large buttons have higher chances to be noticed and clicked, but keep some limits tough. To make buttons even more noticeable, it’s vital to choose sufficient color and shape.
Make sure you always think one step further. For example, if your customers are not ready to purchase yet, include an easy way to favorite the item. If the user doesn’t need to create an account for the item to still be saved for 60 days in their browser cache, that’s purely awesome.
Particularly because after the user marks the item as favorite, you will get access to details like the type of user who marks the item as favorite, what item is being saved, when it was saved – all the valuable data you can use to retarget those buyers on other channels. Smart, ain’t that right?
3. Social proof
According to Optimonster.com, marketers use social proof as a tactic for conversion rate optimization by easing the minds of worried customers.
If you are looking to make an impact on your market, or your pocket, one easy way to do so is by adding features of social proof to your website. Think about ratings and reviews, for example. 63% of consumers indicate that they are more likely to purchase from a site if it has product ratings and reviews, especially if you have an e-commerce store.
So, if you’re looking for a key to more magnetic marketing on your product pages, collect some testimonials, influencer endorsements, badges, number of items already bought, and test anything that’s relevant for your customers and industry.
Valentin Radu is a serial entrepreneur and visionary involved in tech and digital marketing for the past 12 years. He is the founder of Omniconvert, a growth enabler tool for mid-size eCommerce websites looking to become customer-centric. Omniconvert is a conversion rate optimization platform that combines the power of AB testing, web personalization, web surveys using an advanced segmentation engine.