Whether you’re new to ecommerce or have been in the business for several years, a great place to focus on improving is your product pages. Check out this guest post for eight things on your product pages that you’ll want to ace.
As owners of ecommerce businesses, your product pages are where the rubber meets the road. Here is where all of that hard work spent on SEO, PPC and social media pay off. Successful product pages are the cornerstone of a successful website, because they increase conversion rates, attract traffic naturally and make it easier to turn a profit. Sadly, the majority of product pages have only manufacturers images and descriptions, a price and a buy now button.
However, even the simplest product page can be turned into an ecommerce gold mine with a few revisions.
Here are some ideas to help get you started on the road to spectacular product pages:
One of the biggest hurdles faced in ecommerce is that there is no physical product for a customer to touch, feel and use. As a substitute, the customer must rely on their vision, and what they can see about the product. This is why product images are so important.
The better your product images are, the more comfortable your customers will feel about buying the product. So get ahold of your products, and snap some photos ASAP! If you lack inspiration here are some ideas to try:
- Pictures of your product in use
- Pictures of your product from all different angles
- Pictures of your product next to something for scale
Here are some good examples of product pages that have great non-stock product photos:
What’s the next best thing to being able to use a product yourself before you buy it? Watch someone else use it. Product videos are a great way to give customers a real life feel for how a product might look in their home or work. It’s also a great way to overcome potential objections about ease of use or maintenance. Studies have shown that web surfers engage more with video than with plain text. Depending on the product your videos may vary, but they’re also a great way to provide value to a potential customer, and attract more traffic. If you’re looking for examples, electronic retailer Newegg has great videos for their products.
Imagine there are two ecommerce marketing professionals. One has worked with hundreds of companies the other has not. Which would you rather work with? Nothing has been said about their skills or experience, but most people will choose the professional that has worked with hundreds of companies. That is the power of social proof.
The idea of social proof is nothing new to marketing. There have been celebrity endorsements as long as there have been celebrities. In 1765 a British potter created a tea set for the Queen of England. He became the ‘Potter to the Queen’ and began a chinaware company that has done quite well over the past few centuries.
In today’s world, social proof has become more important because now I can tell you “not only does George Lucas like my products, but so does your friend Steve. He tweeted about it. See?” Now on most sites they have a Pinterest button, a Twitter button, and a Facebook button that looks something like this:
That’s a step in the right direction, but overall that still takes up a very small amount of pixels on the screen. For a more powerful effect, make it more obvious. Check out some of these emerchants:
- Basecamp.com: Mentions the millions of people using it).
- Scorebig: Has an activity stream detailing people’s actions on their site).
- Mod-Cloth: Uses a badge to indicate crowd favorites).
They have highlighted the fact that famous people, and lots of people have interacted with their product online. Consider using a graphic or headline on your more popular products in a similar way. If you don’t have a lot of social interaction yet around your products, send one to a celebrity to get the ball rolling.
There are a lot of websites on the internet, and they’re all there for various reasons. Only recently have governing bodies began addressing legal issues online. So for this reason, there is an automatic distrust of a website that outright states it wants your money. To ease this fear, you need to show your website can be trusted, especially with their information. So trust signals are a big deal on a product page. If you can look at your own product page, and not immediately point out how the page indicates their information will be safe, and they’re dealing with a reputable business, then you’re losing customers. Some top trust signals include BBB badges, a secure sockets layer and any professional organizations you’re part of.
Unless you’re very lucky, people will have questions about your product. As you get more customers, there’s a good chance the same questions will come up repeatedly. So instead of answering the same questions one hundred different times, include the question and answer on your product page. This way, you’re meeting the customer’s needs before they have even bought anything from you. That’s service. And as an added bonus, your product page is now the place to go for easy answers about this product, and that attracts all sorts of links and traffic.
The best part is that you don’t need a fancy piece of software to make this happen. Look back through your customer service emails. See if there are any questions that come up repeatedly about specific products. If there are, add this right underneath your description labeled ‘FAQS about this product’. That section may provide more value than the actual description.
Slow load speed will cost you a lot of money. Most people don’t realize that the difference between a page loading in 2 seconds or 3 seconds can cost them millions of dollars over the lifetime of their website. So I would suggest a tool like page speed checker, and sample a few of your best product pages. If you find you do have a problem Google has a page speed optimization tool that makes it easier as long as there are no huge underlying problems.
You may not realize this, but the color scheme of your product pages can have a lot to do with whether or not a customer will buy. The keys here are to make sure that the important elements are accentuated to draw attention. Probably the best way to do this is to make sure their colors contrast in some way to the rest of the page. They don’t have to stand out so much that they’re all the users see. However, make sure they’re not the same color as every other element on the page.
Cross-selling is a great way to expose a visitor to other parts of your site. Additionally if they will probably need an item to go with their main purchase, you’ll be making it easier for them. If you buy a coffee maker, you will probably need a grinder. If you buy a game console you may want extra controllers. Things like that seem little, but if you can eliminate extra time and friction between the customer and checking out, your conversion rates will show the benefit. Amazon the ecommerce giant does a great job of this. On almost every page they have similar or related items.
There are a few ways to make your product pages stand out, and build your business. Do you have something unusual that has worked for your product pages? Please feel free to share in the comments.