Although many companies work day and night to improve their conversion rates, more than 65% of shopping carts still get abandoned.
While there are numerous reasons for this case, under-optimized product pages are among the most common.
From slow loading time to blurry images, nonexistent customer reviews, and vague calls-to-action, these factors can lower an eCommerce product page’s user experience.
This article will cover eight tips for how to design product pages that increase online sales.
1. Optimize Product Page Loading Speed
The first five seconds of a website’s page loading time highly affects its conversion rates. While a product page should be attractive, its visual aids shouldn’t take forever to load.
To help improve product page loading speed, optimize any media file before uploading.
Ideally, an image’s size should be kept under 2 MB. As for videos, the maximum file upload size is often 25 MB.
Image lossless compression, such as Kraken.io, can resize photos without losing quality. In the case of videos, Handbrake is among the best video compression tools to try.
Furthermore, conducting regular checkups helps maintain excellent website performance. Some of the best page speed tests include GTmetrix and Google PageSpeed Insights.
With those tools, users only need to type a page’s URL onto the search bar and click Enter.
Once the tool finishes analyzing, you will get detailed information on what to optimize to improve the page loading speed.
2. Be Consistent
Staying consistent with the whole branding is among the most crucial factors in developing an eCommerce website.
For example, matching a company’s tone and target demographic when writing product descriptions helps advertise better and boost engagement.
It’s no different when it comes to optimizing product pages. From the niche and tone to a color palette and page structure – all should be taken into account to yield the expected result.
On top of everything else, business owners may also need to pay attention to their domain name. The element often has the biggest influence on creating the first impression towards a brand.
Therefore, it’s vital to come up with a brandable domain name.
Once you’ve got the perfect name, check its availability with a domain checker tool, like www.hostinger.co.uk. If it’s still available, immediately proceed to the registration before it’s too late.
3. Know What People Are Looking For
You can design a web and sales page far more effectively if you know what people are looking for. If you’ve bottomed out their intent you can better design sales pages. It’s even harder when you’re looking to sell to other businesses but again, intent data can make a huge difference to your success rates. If you can work out the key problems that people are experiencing, you can position your web pages to solve those problems in the most effective way possible. It isn’t easy, because there might not be consistent problems across your customer base, so you’ve then got to present solutions to multiple problems on only one page. Even so, whether you know the industry or not, intent data can make a huge difference.
4. Use High-Quality Product Photos
Using high-quality images is vital for any eCommerce website. Unlike regular shopping, where customers can examine a product in person, online shoppers have to rely on product photos.
Here are some tips for leveling up an eCommerce product photo’s game:
- Make sure they’re not blurry. Fuzzy images give off a cheap feeling that may harm an online store’s first impression.
- Never use stock photos. Take your product photos yourself, even if it will take a lot of time. Online shoppers may not take a business seriously due to its use of generic images.
- Provide a closer look at the product. Adding zoomed-in pictures of a dress’s fabric or pattern helps online shoppers set their expectations right.
- Show the product from various angles. Doing so may help fill the gap between your product photos and descriptions.
- Display other product variants. Apart from different sizes, a product may come in many colors, motifs, and material options. Excellent product pages should highlight these details effectively. Along with product pages, you can learn how to create informational product pages so that you can take advantage of all your marketing efforts.
- Keep the image size uniform. This is to make a product page look more organized and appealing.
5. Show Relevant Recommended Products
Driving traffic to a website requires time and energy. The same goes for generating leads.
Thus, business owners should take the chance to promote other products once they’ve got some potential customers landing on their site.
Two of the best ways to do this are to cross-sell and upsell. Both strategies help companies maximize order size and increase their revenue.
Cross-selling means offering additional items that can complement what online shoppers have on their carts. In contrast, upselling is about suggesting the fancier version of a product.
However, these techniques are impossible without business owners showing relevant product recommendations.
6. Include Customer Reviews
Customer reviews play a massive role in the eCommerce landscape.
88% of online shoppers treat customer reviews like personal recommendations. A study also reveals that 91% of consumers read at least one online review before purchasing.
To encourage better results when adding customer reviews, place a product’s star ratings strategically, for example, next to the product’s name. Some brands even include reputable third-party awards to solidify their value.
On top of all, providing social proof also encourages customers to have their say about the product they bought, improving user engagement.
7. Write Informative Product Descriptions
Product descriptions are another crucial part of an eCommerce product page. They provide further information for the displayed product images, helping visitors better understand them and their value.
One of the best ways to craft excellent product descriptions is to keep them short. This is to make sure the copies appear above the fold. That way, online shoppers won’t need to scroll down the page to find them.
If you want to give a detailed review of your products, CTA buttons such as Read More or Find Out More can come in handy to inform your potential customers that further information regarding the product is available.
In addition to that, including relevant keywords brings SEO benefits to a product page. However, don’t forget to conduct some product page keyword research first.
8. Add a Clear Call-to-Action
A call-to-action element encourages site visitors to take a specific action. It usually comes in the form of a button or link. On a product page, the former is more common.
To the business owners’ advantage, using CTA strategically helps improve their online store’s conversion rate.
From the shopper’s point of view, a clear CTA button may serve as navigation that guides them through the marketing funnel.
Here are some practical tips for writing a compelling CTA:
- Use commands. Such structures are straightforward and may encourage online shoppers to take the desired action. Some examples of great calls-to-action are Add to Cart, See More, and Add to Favorites.
- Utilize bold colors. This is to get the CTA to stand out from the rest of the product page’s content, catching the potential customers’ attention.
- Don’t be aggressive. Such phrases like Buy Now or Shop Now may throw some potential customers off.
9. Optimize the Product Page for Mobile
eCommerce product pages should be fluid. Meaning, they ought to adjust their layouts on mobile devices, including smartphones and tablets.
In the first quarter of 2021, mobile devices accounted for around 57% of global website traffic. Moreover, Google has implemented its mobile-first indexing for all websites worldwide since July 2019.
By optimizing product pages for different screen resolutions, increasing overall conversion rates should be easier. One of the most obvious reasons is because the responsive design provides the same user experience across all devices.
There are hundreds of mobile-friendly website themes to choose from. Typically, a developer will include mobile responsiveness into the feature list. Therefore, research thoroughly.
Let’s have a short recap of the eight easy steps of how to design product pages that increase online sales:
- Optimize product page loading time. Online shoppers prefer eCommerce websites that load quickly. Thus, make sure all product pages are as light as possible to boost page speed.
- Be consistent with the branding. Doing so helps make a site look professional as well as strengthen its brand identity.
- Use high-quality product images. Best practices include providing photos from different angles, displaying product variants, and maintaining the exact image size. Also, say no to stock photos.
- Show relevant product recommendations. Cross-selling and upselling are fantastic techniques to encourage potential customers to check out other products.
- Allow customer reviews. User-generated content, such as reviews and star ratings, can increase conversion rates.
- Write informative product descriptions. However, keep them short to help online shoppers scan more conveniently.
- Add a clear call to action. It’s among the most crucial elements for increasing conversion rates. Some easy tips include using commands, utilizing bold colors, and making it less aggressive.
- Optimize the product page for mobile devices. They account for more than half of website traffic.
By following all of the above steps, an eCommerce site may be in pretty good shape for increasing its sales. That said, keep in mind to always follow web design trends to stay ahead of the competition.