Many eCommerce stores underestimate their ability to boost their product page conversion. This is mainly because each online shop consists of several different pages, including landing pages, a front-page, categories/collection pages, a checkout page, and more.
So, it’s easy to get lost in the mix of it while not noticing the importance of the product page, which is responsible for converting the viewer into a buyer. Your product page is what the potential buyers will see before deciding to call-to-action and purchase it. Therefore you have to make a top-notch product page to convince your viewers to buy.
This article will explain to you 10 ways to boost your product page conversions, taking full advantage of every aspect to reach its full potential. In the end, you will have the tools and knowledge to create a professional converting product page for your eCommerce store.
1. The Visualization Effect – High-Quality Images
To start, the images that you choose to use in your stores play a crucial role in the viewer’s impression of your store and its content. Usually, the first thing that most viewers notice when entering a shopping site is the images before reading any text. The same goes for your product page.
Hence, use only high-quality images to showcase your product. Many potential customers enjoy seeing the product live in action from different angles, which also helps answer many questions that they may have, which aren’t always mentioned in the text. Ask yourself – have I ever bought anything online without seeing what I’m buying first?
Low-quality images lead the viewer to feel the same way about the product. If your supplier doesn’t have any high-quality images, reach out to them, and ask them to send you high-quality photos. If they still don’t have any, try searching for the same product within other suppliers. If you can’t find any and you believe that you have a winning product, order it to your address and take your own unique, high-quality images.
Besides uploading high-quality images, be sure to upload as many relevant product images that you can find. Different angles, what’s in the box, live in action, etc. The more product information your offer through the images, the more you boost your product page conversions.
You can also check our article about how to get and improve product images for your Shopify store.
2. Make Use Of Gif Animations and Shorter Videos
Sometimes, product images do not do a good enough job in showing all of a product’s features and benefits. And even when they do, adding videos and gifs is a strong and effective addition to your product page.
In many cases, videos and gifs help persuade the viewer to purchase the product, since they offer a better visual experience. The usage of videos and gifs help fill in the gap of what pictures cannot offer. For example, better viewing angles, unboxing, and watching the product live in action, all of which will help boost product page conversions rate.
Check out the product example below from AliExpress, showcasing a 35-second product video (which you can download and use in your shop) as the main image when entering the product listing.
On the other hand, the video shows the product from all angles and how it works, which keeps it relevant for the viewer.
Furthermore, keep in mind that your product videos need to be short and to the point. Longer videos tend to bore the viewer at a certain point, causing them to lose interest. Anywhere between 30 seconds to one minute is optimal.
If your supplier doesn’t have videos for the product, your best bet is to search within different suppliers. You can also order the product to your address and create a unique video if you have the skills and tools.
Video + Gif Product Page Example
Here’s a good example of a product page that uses videos and gifs to showcase the product:
Notice how they start with a video showing what the product is and how it can solve a common problem. Also, Using gifs are great attention grabbers. Scrolling down a bit will reveal a gif animation, briefly showing one of the product’s features.
A mix of a high-quality product video and gif animation is more than enough to convince the viewer to buy before reading any text. This is a good example of how you want to try to boost your product page conversion with small improvements in how you showcase your products. Use sites like Gifmaker.me to easily (and freely) create your own gifs for your shop.
3. Make Your Product Pages Mobile Friendly
Today, the majority of online shoppers use their mobile phones for their online shopping. There are far more mobile shoppers than there are PC/laptop or tablet shoppers. Business Insider predicts that by the end of 2020, mobile shoppers reach an estimated $284 billion in spending. That is a fat 45% total share in the U.S. eCommerce market.
Therefore, your website has to be 100% mobile-friendly to maximize its selling potential.
Use Google’s Mobile-Friendly Tester to check if your page is mobile-friendly. Make changes accordingly to make it 100% mobile compatible and friendly.
If you’re importing products through AutoDS, the system will create a mobile-friendly product page, which will help you boost your product page conversions easily.
4. Fast Page Loading
We are living in a fast-moving world with lower patience and higher expectations. If a web page takes more than two seconds to load, the viewer will close your page and move to the next website. Therefore, it’s crucial to take every necessary step to ensure that every page on your website loads quickly.
To enhance page speed loading, make sure that your website’s images aren’t heavy and raw/un-optimized. This greatly affects the user’s experience on your website, as well as your SEO strategy. To overcome heavy image sizes, use any photo application (even Paint) to re-save in .jpeg format, usually no bigger than 2400×1600 pixels.
Decreasing the image file size will not affect the image quality enough to be seen by the naked eye. After optimizing your loading issues, check out Google’s PageSpeed tools to analyze and optimize your page speed.
5. Create Products Descriptions That Sell
Your product page is one of the most crucial pages to nail in your shop. That’s because it’s the final page the potential buyer will see before deciding whether to purchase the product or not. Therefore, your product description needs to be on point.
Remember that at the other end is a human being, not a robot. Go over your product description, and rewrite it to look more convincing. Especially (but not only) when working with Chinese suppliers, who usually write poor product descriptions when it comes to grammar, spelling, and marketing.
Also, write words on your call-to-action buttons and make sure that they are clear. Basically, your overall product description should cover the product’s features and benefits, along with dimensions and what’s included in the package—all in a clean and professional look.
To make it easier, imagine you are the potential customer reading your product description. Does it look and feel professional? Does it generate trust? Does it answer any question you may have about the product? Does it provide all of the solutions and benefits this product has to offer?
If the answer is yes to the above, you have an optimized product description with a much higher selling chance. Otherwise, continue to optimize your product description with all of the notes above and preview after each change. Rinse and repeat until you’re able to convince yourself to buy your product if you were on the other side.
6. Answer Your Customer’s Questions Before They Ask
Online shoppers usually have questions while browsing and before purchasing. Most questions are about the product, shipping, or returns. However, most shoppers don’t bother reaching out to get answers. If they don’t have the answer or solution right in front of them, here and now, they will forget about it and move on.
Therefore, providing solutions and answers to these questions on your website is essential to convert the curious viewer into a paying customer. The main method to provide answers instantly to your shoppier is by using FAQ.
Having a FAQ (frequently asked questions) section on your website helps solve your shopper’s questions on the spot. It also helps build the customer’s trust, since you know what is on their mind and came quickly with an answer.
Use apps like Easy FAQ to create your own customizable FAQ sections on any page on your website. Most importantly, make sure to have a FAQ on your home page, answering questions about shipping and returns. Those are usually the first questions that come into shoppers’ minds before purchasing from a website they haven’t heard of before.
Besides the front page, consider creating a FAQ section on your product page and cart, too. The cart can answer the shipping and returns questions that you also have on the front page.
The product page should answer any question regarding the product itself. Plus, don’t forget to add as many product specifications as you have available (dimensions, weight, etc.), as they provide answers to commonly asked questions about the product.
7. Handle Your Out Of Stock Products
One of the common mistakes of eCommerce entrepreneurs and stores, in general, is how they handle their out-of-stock products. Just because you have a best seller that’s about to run out of stock doesn’t mean you have to miss out on the sales while waiting for new stock to arrive. So, how can you continue to sell a product that’s out of stock, you ask?
The solution to not lose sales on out-of-stock best-sellers is to notify your buyers that the product is on its way, instead of marking it out of stock or removing it from your shop. This way, you can also get their email addresses to notify them of the product’s return. Plus, you’ll get more emails for your subscriber list for your email marketing campaigns.
Some of the biggest firms, especially clothes companies, use this technique not to lose those needed sales. This method is especially useful when they have limited editions or when running out of a certain size that was selling well.
In some cases, Shopify already has this feature for you to use on some of its themes. You can use apps like Now Back in Stock or Back In Stock: Customer Alerts to collect those email addresses and notify your customers when the product is back in stock. Plus, add a discount to make it worth their wait and save more out-of-stock sales.
8. Gain The Customer’s Trust
Trust is one of the biggest issues that stands in front of the potential customer’s decision to buy your product.
It takes more than having a professional-looking website and in-demand products. Gaining customer trust is crucial to taking full advantage of your store’s potential.
Here are some of the best techniques for gaining your customer’s trust and breaking the barrier:
1. Customer Reviews and Testimonials
Nowadays, it’s all about social proof. Having customer reviews and testimonials on your products shows your viewers that you are an honest seller. Not only will it show that your shipments arrive on time, but it also proves that you are selling high-quality products.
Online giants like Amazon, Walmart, eBay, AliExpress, and almost any other name you can think of use customer reviews and testimonials as social proof to help sell their products. It is a must for them, just as it is a must for your store, too.
Thus, apps like Judge.me Product Reviews can import customer reviews with photos from AliExpress completely free of charge. The image above demonstrates how the imported product reviews look on an example Shopify site. Use it on your own products to start building social proof.
2. Hire Influencers to Showcase Your Products
Influencers are self-made internet celebrities who have thousands to millions of followers on several social media platforms. There are influencers with audiences in many different niches – including fashion bloggers, health and fitness, beauty, gaming, pets, lifestyle, and more. Many of these influencers can build social proof around your product and store.
Gone are the days where only TV celebrities promote products from big companies who can afford them. Influencer marketing is cheaper, more accessible, and can generate massive results when done correctly.
However, jumping from one social media app to another on searching for the right influencer can be a daunting task. Besides being time-consuming, you can only get so far with your reach to nail the right potential influencer.
For this, influencer marketing platforms exist. These platforms hold databases of influencers with all of their followers and stats. We have a full article covering the whole subject of influencer marketing platforms and how to use them to find the best influencer for your eCommerce business. We highly encourage you to read it and learn about one of the best methods today for building social proof.
3. Trust Badges and Icons
An additional method to gain customer trust is by using trust badges. These badges throw bits of relevant information that the shopper wants to hear to build a higher trust value. For example – fast/free shipping, secure check-out process, money-back guarantee, etc.
There are different types of badges offering different kinds of information to the buyer. Therefore, they can exist on the product page, check-out page, and on the front page. Just make sure that they are sending the right message at the right place and that they blend in with your store’s theme.
To get unique badges created for you that will also blend in with your theme, use freelancer sites like Fiverr. There, you will find professionals who will do the job for just a few bucks. It’s worth the investment since it’s not expensive and will make your store unique.
Another way to get badges is by searching Shopify’s app store or Google for free trust badges since they exist. But then you’ll be doing what everyone else is doing, and your store will not stand out as it should, and the trust effect won’t be as effective.
4. Live Chat
Nothing shows authenticity and trust, like having a live chat option in your shop. While most other eCommerce websites offer just a ‘contact us’ page, you can take advantage of also having a live chat feature. Most viewers will use this feature to ask a question. Once you address their concern, the buyers will know that they will be taken care of and are highly likely to convert.
Live chat support is a proven method to increase sales further and earn more email subscribers. Online giants hire employees to take care of their online customer service, and you can, too. Many eCommerce experts are already witnessing the magic of live chat in their shops.
You can use free apps like Live Chat, ChatBot, Cart Saver to enable a live chat on your store. The paid plan offers tracking, analysis, audience insights, and more. But, the free plan is more than enough to chat live with your viewers, and boost your product page conversions, by turning them into buyers.
9. Psychological Warfare
Psychological warfare happens not just between country rivalries, but also in the eCommerce business. When competitors are selling the same or similar products, each one will have to persuade the shopper in their own way to offer more value to the buyer’s shopping experience. We’re talking in your face ‘here and now’ discounts and promos.
But not too much! There is a fine line between effective promotions to those that look too spammy and desperate. Keep it professional by keeping the balance. That being said, here are a few apps that will help give you the upper hand on psychological warfare and increase your sale conversions:
Offering volume discount pricing (Buy X, Get Y) adds extra value to the buyers’ shopping experience. Not only does it help convince to close the deal, but it also pushes buyers to buy more than one unit. In other words, it increases the AOV (average order value) and overall store profit.
Once you apply volume/quantity discounts to your product pages, you’ll notice how many buyers are interested in buying more than one unit once you throw in some value. And not because they need another one. It’s all about offering extra value.
When the limited time offer clock is ticking on your product page, the psychological effect is already taking place in the shopper’s mind. Nobody wants the feeling of missing out on a good deal. That’s what gives this method the “impulse buying” effect.
Altogether, countdown timers help boost product page conversion rates using simple psychology. Add them to your product pages and rush your shoppers to buy before the sale ends. The clock is ticking!
Like the countdown timer, add urgency and the fear of missing out using a low stock display. When shoppers see how many people view this item and how much stock is left, they fill themselves with a sudden urgency to buy.
Furthermore, you can show the demand for your products by showing recent purchases. These urgent tactics are used by some of the biggest eCommerce companies in the world. And that’s because it’s a proven psychological method to help convert more sales.
10. Up-sell and Cross-sell Techniques
You know that feeling where you come to buy something, but end up buying an improved and more expensive version of that something? Like a bottle of wine upgraded to a premium bottle with more flavor and alcohol. Or, a 128GB video game console upgraded to 256GB during checkout. That’s a perfect example of an Up-sell.
What about adding fancy wine cups to that premium wine bottle? Or adding some games and another controller to go with that 256GB video game console? Of course, you want them. That’s what’s called a Cross-sell.
In short, up-selling replaces the original product with an upgraded, more expensive version of the original. On the other hand, cross-selling adds related products and accessories to go along with the main product.
Both methods are essential for bigger revenue and profits in every check-out cart. Here are a couple of apps that will implement up-selling and cross-selling techniques in your store and boost product page conversions:
Bold Upsell adds up-selling techniques to your product pages and when shoppers add items to their cart. The example above shows an up-selling example when adding a pack of coffee to your cart. As you can see, each upgrade will replace the original product with a more expensive and profitable item.
Additionally, the app also offers cross-selling methods that work and looks similar, only by adding related products to the original item and not replacing it.
Also, Bought is a Cross-selling app that looks very professional and resembles how many eCommerce giants cross-sell their items. The example above shows cross-selling examples for a bicycle. It’s related, it looks professional, and most importantly, it works.
Ultimately, you want to have up-selling and cross-selling methods implemented in your stores. Explore additional apps in the Shopify app store and see which fits your needs and store the best.
Wrapping It Up
To sum it all up, your product page is built and how it looks is crucial for increasing sales conversions. Even a winning product on a poor product page will not convert or not reach anywhere near its true potential. That’s why you have to understand the importance of your product page and what it needs to broadcast out to your shoppers.
Now that you have all of the valuable information to boost your product page conversion rate: implement them right away.
The more work you put into your images, mobile-friendliness, communication, trust, psychology, and additional tactics taught in this article, the more sales conversions you will have. And you can thank your willingness to learn and your hard work.