Your prospective customers are on your site and they have browsed through your products. But they are not able to decide upon which one to choose. This is a very critical condition as in these cases; customers tend to bounce off the website because of confusion. The reasons could be many. Either their preferred product is not detailed, no or minimal information about the products, user doesn’t know how to use your product. There could be many. The sad part is that the visitor has liked your page but still you fail to make him a buying customer. Now, our task is to inform and reinforce visitors buying decisions by providing in-depth product information. Excellent content on all your product pages is required which can virtually give a feel of the product. Ensure that the below key elements are present in your product page optimization.
A. Product Name:
Ensure that you have appropriate and relevant product names. Include keywords in your product names to help readers find your product via search. Do not confuse your readers with some funky names. Be straightforward and showcase what you are selling. Make sure that the link provided should open the correct product detail page. Similar products should not have same names. Avoid confusing your visitors by using similar names for different products.
B. Clear Pricing:
I am absolutely sure, you must have come around many websites providing Business plans or Premium plans for their services. These are called as the pricing tables and structures which showcases different prices for different services in product page optimization. You need to have a clear-cut difference in each of your pricing options. Without this, you will not be able to convince your reader for any of the plan. The most effective methods were, are and always be the same – focusing on the customer benefits instead of product features and highlighting the difference in your product plans. The best pricing structure enables the users to identify the users of what he/she will get from each of the plan. Do not provide too many options as this causes analysis paralysis .
C. Images And Videos:
Very few websites provide a full insight of what the customer is actually buying. In shopping malls, people can feel the product, they can use it or they can ask for how to use it. Achieving a similar goal should be your target. Use clear product detail page images, with alternate views. Avail facilities such as zoom, 360 degree view etc. Sometimes, users demand videos. Static images are not enough for some product. A detailed “How to” demonstration of complex products can be really beneficial.
D. A Good Description:
An excellent description of a product is always required. This gives a clear understanding of the product to your readers. The most important thing here is to display the product benefits rather centering the topic on product features. Every user will always have a question in his/her mind, “Why should I buy this?” If you are able to provide a convincing answer to this question, then you are sure to make same sales. Many websites use their technology jargon to describe their product. Users come to their website, read their description, don’t even understand a thing and they leave. This is their cycle. Use jargon-free language in your product pages to easily convey your information.
E. Customer Ratings And Reviews:
Impartial and unaltered customer ratings and reviews help your visitors to quickly make up their minds. This is very important for e-commerce websites as many users quickly look to the ratings and reviews when they are in store to buy an unknown product. Do not edit customer reviews in your product page optimization. Believe me, your readers will know.
F. Related Products Suggestions:
This is a good practice to try to make some extra sales. It could be complementary products (for example a pen drive when a customer is buying a laptop), alternative products (different styles, models and versions) or recommended products (Something like, “Customers who bought his also purchased…..”). It should look like an attempt to help your readers, not to sell more.
G. Social Proof:
We are all aware of the boom in the popularity of social networks. Social proof can help you drive conversions and sales. People will definitely believe more if their friends tell them to buy your product. Incorporate social proofs in your product pages to complement and reinforce your positive influence on social networks. Integrate something which piques readers and causes him to take an action.
H. Tell Them, What To Do Next:
Many websites litter their product detail page with multiple calls to actions. Without a good and a contrasting design, these multiple CTA’s blends into a confusing mess. The one thing it does is that it baffles our readers. It may be tempting to use several CTA’s, but you will have to make a decision in this case by keeping the conversion goal in mind. A good call to action design requires high-contrast buttons and excellent designs which captures’ users’ attention.
I. Contact Information:
Users may have a doubt while analyzing your product detail page. Be sure to provide your contact information, so that your customers can reach out when they need help. Handle your calls manually. Do not use automated software in your product page optimization to reply. This can cause a great difference in the users’ perspective towards your website.
Help your customers to settle on the buying product. Do not try to fasten the process. Try to make it easier for them.
If you are looking for a step by step process to optimize the conversion rate of your website, you can visit our Conversion Rate Optimization Guide to turn your visitors into customers. Please feel free to leave any comment you have in your mind.