We know it’s still a little early to mention the dreaded C-word, but the festive season will be here before you know it. With the busiest shopping season right around the corner, now is a great time to make improvements to your digital shop window: your website.
Product pages are often neglected in favour of focusing on optimising the checkout process. And if these pages aren’t doing enough to sell your wares, shoppers won’t even reach the ‘add to cart’ stage. Online shoppers take more than three hours to decide what to buy; to make sure they buy from you, and not a competitor, you need to convince them that your products are exactly what they’re looking for and live up to expectations.
Here are six fool proof ways to boost conversions on your product pages with examples from our very own clients.
It sounds obvious, but too many product pages rely on shoppers to scroll down to read more. If you want to capture peoples’ attention quickly, you need put more than just a product image and price at the top. Doing so will reduce the chances of them leaving the page (also known as bouncing).
Ecoegg do a great job of highlighting the key selling points of their product. By using bullet points, they quickly and concisely explain why you should buy, as well as build confidence by showcasing the product’s star rating, endorsements and awards.
One product image just isn’t going to cut it. People want to see what your products look like in real life, not just on a white background. Photos and videos are a great, visual way to demonstrate the quality of your product and how it can be used in the real world.
OverBoard uses a great variety of lifestyle photos, interactive images and videos to give as much information about their products as possible, building confidence in the quality of their bags.
No matter how much information you put on your product pages, there are always going to be questions that you haven’t answered, or confused shoppers who need a little more guidance.
Providing access to your customer service or sales team at the point where people are making the important decision to add to cart or bounce, could help you secure that sale. It’s simply to add too – all you need is a small pop up in the corner of your product pages with a link to start a live chat or call the team.
Mamas & Papas know that new parents have a lot of questions are often unsure which product to buy, so their live chat pop up allows shoppers to speak to an expert in-store. This gives salespeople the opportunity to live demo products, offer helpful advice and show off a selection of products, without forcing busy new parents (or parents-to-be) in store.
46% of online shoppers never purchase anything without reading reviews first. If you’re not displaying reviews on your product pages, you’re losing out on sales.
Customers look to your reviews not only for reassurance that your products are as good as you claim they are, but also to find out more information about the features they care about. For example, if you’re buying a new shirt, you’re probably going to check that it will fit well by reading what other customers have to say.
The Perfume Shop are a great example of how to effectively use customer feedback on your product pages. Using Feefo’s Smart Themes, their shoppers can easily find the reviews they’re looking for by clicking on the feature they want to read more about. Smart Themes uses artificial intelligence (AI) technology to automatically identify the product features your customers are talking about most.
After implementing Smart Themes on their product pages, The Perfume Shop saw conversion rates rise by 13.5%. Read the full case study here.
If customers aren’t sure what they need, they may be reluctant to buy. For example, buying clothing items online can be a real gamble, as sizes differ from brand to brand.
ASOS have found a great way to tackle this issue; next to the ‘select a size’ option on their product pages, they include a feature which allows shoppers to take a quiz and find out what size would best fit them. The quiz results follow shoppers from product page to product page, meaning they only have to fill in their information once.
Calculators and guides aren’t just ideal for clothing retailers though. Lily’s Kitchen has interactive feeding guidelines on every product page, so pet owners know how much they should feed (and therefore buy for) their cat or dog.
What questions are people asking about your products? What do they want to know before they feel confident enough to purchase? Speak to your customer-facing teams and analyse your customer feedback to identify the biggest barriers to purchase, and tackle those with a simple FAQ section on your product pages.
By answering those questions up front, shoppers won’t need to get in touch with your customer service team or do further research, which will help to boost and speed up sales.
Philip Kingsley’s product pages are incredibly informative and showcase exactly how to effectively use FAQs.
If you’re focused on improving your ecommerce site before the Christmas rush, we have lots of tips and tricks that can help:
Our team is also here to help – get in touch today to find out what trusted customer reviews could do for your business.
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Laura works in the Content Team, but does way more than write blogs. Specialising in digital copy, she makes sure our SEO is up to scratch and regularly keeps the website flowing with fresh and engaging content. She also plays an active role in Feefo’s charitable efforts as a key member of our charity committee.