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There is a very important aspect that every online business owner discusses about or keeps an eye on and that is the ‘Conversion Rate’ of his website. This implies ‘How many customers have been converted from Visitors to Customers on his website?’ The rate at which this conversion takes place is vital to the online business and today we shall discuss ‘How to optimize your Product Pages & why is it vital for boosting conversion rates?’
We have always believed that a conversion takes place on the checkout page but in true sense, the place on the website where visitors really make a purchase decision are the Product Pages. Therefore it is highly essential to keep product page’s layout, colour choices, placement of shopping cart icon, category navigation and the quality of product images up-to-date.
You might be thinking, why are we emphasizing on boosting the customer experience by enhancing the Product pages on the site? That is because Product pages are the most visited parts of any ecommerce site and elevating their standard will not only turn more visitors into buyers, but will also decrease the bounce rates and keep potential customers engaged on your site.
So let us look at the most effective ways to alter your existing product pages to help boost the conversion rate of your site by double or triple folds:
1. Improve your Product Image Quality
Product images on the website are the most neglected parts and in order to have more buyers attracted to the products, it is important to showcase best quality images of products which will actually fetch sales to your online business. It is a key component of product pages and should be given utmost attention.
Studies show that bigger photos yield higher conversion rates. Click Here to know more on this.
2. Have Persuasive Content
More often you find technical description of the products on the site which actually gets boring for visitors and they lend up on other products or pages. Therefore it is imperative to have a copy for the product which is more engaging and interests the visitors to read further.
Try building a story around the product and gradually lead them into benefits of purchasing, thus creating an emotional connect with the visitor that persuades them to buy the product.
This is not enough, you also need to anticipate questions and answer them in your product synopsis which encourages the visitors to make the purchase as their queries are resolved.
3. Add Reviews & Ratings of products
4. Optimize the Call-To-Action button
This is a very simple calculation, if the visitor has been hooked on the product page due to improved quality of image and product copy, he is intended to click on the Call-To-Action button.
All we need to do is to make it easy for the visitor to figure out the placement of the button which again should stand out powerfully. It can be made big with contrasting colour and a strong label that would compel visitors to take an action and complete the purchase.
Below image is a good example of CTA button used by RIPT Apparels:
RIPT Apparel optimized the CTA button by adding 24-hour limited time offer next to it. This increased their conversion rate by 6.3%. This proves that appropriate copy that creates urgency, drives conversion rates up.
5. Integrate Live Chat & Support features
Like every website has an FAQ section, it is imperative to have Live Chat and Support features. This enables customers to speak to a business representative that can help them make an informed buying decision.
6. Build Trust with Security & Trust Seals
Adding trust badges and SSL certificates is very important for building customers’ trust. Trust Seals are usually shown on the website to showcase the legitimacy of your site.
Baymard Institute’s test shows that the selection of the right trust badges is very significant to increase number of customers from visitors. The survey results are as follows:
7. Show Shipping, Warranty & Return Policies
It is an integral part of product pages to show the shipping rates of all products, warranties and return policies associated to it. No shopper would appreciate a sudden raise in their total amount at the checkout page due to addition of shipping fees. Hence you should always have it showcased next to the product price or include it in the product price with small indication of included shipping amount.
Also mentioning about the product warranties and return policies on the product page is a good practice as you are clearing all the doubts a shopper would have for him to make a proper decision.
After understanding the different ways to enhance your product pages to help boost conversion rates, we should now look at the post phase of this activity. This implies tracking the performance of different aspects like traffic, different conversions, bounce rates etc after making the above alterations to the product pages.
Performance Metric to Look Out for When Improving Conversion Rate of your Online Store
1. Traffic from Different Sources
The different sources for incoming traffic are direct sources, search visitors and referral visitors. Each of these have varying levels of conversion and you should calculate how much each of these sources are converting.
2. New/Unique Visitor Conversion
This conversion is determined from the number of new visitors that got converted on the site. These are first-time visitors and increasing their experience and usability helps to increase the conversion rate. Hence check for new visitor conversion to know the effectiveness of optimizing the product pages.
3. Return Visitor Conversion
This is determined from the visitors that returned to the site. Some of them might be ones that did not convert the first time but there was a good enough impression made to get them back on the site again.
Hence it is important to understand whether the visitors that are re-visiting the site have increased in number after optimising the product pages or not.
4. Bounce Rate
It is extremely essential to minimise your bounce rate in order to achieve a boost in conversion rate. Things that increases bounce rate are poor design, low usability or high load times of product pages. After having resolved these issues on the product pages, you should calculate the bounce rate to determine the success of making the amendments.
5. Exit Pages
This is the most crucial of all metrics as it helps to understand from where on the page, visitors are exiting the site. Hence its vital to look into this aspect in order to estimate the performance of product pages after optimizing them.
Conclusion
There are two phases of this post, one that explains how to optimize the product pages to achieve higher conversion rates and other was to track the performance of these product pages to determine whether the conversion rate has increased or not.
As we all know that customers come online to buy Products and providing them a stress-free experience for doing so will in turn drive more traffic to the site and increase the online sales.
It is therefore very crucial to look at these product pages as a key driver for your overall business revenue. Keeping a tight hold on these pages will in turn help you boost the number of visitors to customers!
