Congratulations! You’ve succeeded in driving online traffic to your product page. So why aren’t customers actually pressing ‘Buy’?
Making successful e-commerce conversions — or transforming your website’s visitors into actual paying customers — isn’t always easy. Here are some fundamentals to keep in mind as you develop and elevate your site’s content.
1. Your ‘Buy’ button is the most important element.
Since the entire goal of your e-commerce site is for customers to purchase your products, your ‘Buy’ or ‘Add to Cart’ button is crucial. Whatever you name it, make sure your customers can easily find it.
- The ‘Buy’ button should be immediately visible when landing on the product page.
- Surround the button with plenty of white space.
- Customers should never be required to scroll or search to find it.
- Be sure the button is an actual button, not just stand-alone text.
- Use appropriate colors that are prominent and coordinate with your brand.
2. Cater to the mobile customer.
Did you know that mobile commerce (m-commerce) is growing even faster than e-commerce? This year, it accounts for approximately 44.7% of online sales in the US and is projected to comprise nearly 75% of global e-commerce by 2021. Take advantage of this trend and optimize your website for mobile devices.
- Create mobile-friendly content that is both visible and easy to navigate on smaller screens.
- Develop a shopping app. – be sure to create something that is functionable and reflects the quality of the brand. Nothing more says “rookie” than creating an app that your customer doesn’t use.
- Present special offers or discounts for mobile customers.
3. Photos provide a customer’s first impression of your products.
The importance of premium photography cannot be overstated. Because your customer can’t physically touch and manipulate online products, your photos need to do this (virtually!) for them.
- High-quality photos should reveal multiple product angles and offer a zoom feature.
- Opt for well-lit products on a white background.
- A 360-degree view and/or in-context lifestyle images (and video) are also recommended.
- If there are multiple product color options, each individual color should be photographed and displayed.
- Be consistent with your photography style across all product pages.
4. Organize your copy.
When writing your product pages, both structure and content matter. The format in which information is presented can be just as important as the actual copy.
- Get started with an engaging product title.
- Use headings, subheadings and bullet points to develop highly scan-able content.
- Be sure customers can quickly find the info they’re looking for.
- Include information on pricing, features, materials, care instructions, and sizing details.
5. Compelling content is also a key factor.
Don’t be boring! Put some energy into your product descriptions and develop a brand voice that appeals to both current and prospective customers.
- Give customers the context to envision themselves using your products.
- Particularly when selling luxury items, provide plenty of detail to support higher costs.
- Define the product’s value by describing any unique origins, superior materials, or other upscale features.
- Remember to answer the age-old question: Why should your customer choose this product over another? Never assume your customer knows the answer — your job is to tell her why.
6. All pages should be properly branded.
Don’t limit your brand message to your home page; it should be carried over to all product pages.
- Assume that customers have never seen your home page.
- Highlight your brand as soon as they land on a product page.
- Create an easy-to-navigate layout.
- Keep design clean, clear, and consistent.
7. Don’t forget to cross-sell and up-sell.
Your product page should take the place of an enthusiastic salesperson. You know, the one who brings over the perfect accessories to match the outfit you’re trying on?
- Every product page offers the opportunity to sell more products by encouraging additional, coordinating purchases.
- For each product, recommend accessories, other styles, or additional items in a similar color or featured design.
8. Add social proof.
For today’s tech-savvy customer, online reviews have replaced word-of-mouth recommendations to persuade prospective customers to fill their virtual carts.
- Include customer reviews, ratings, Instagram photos, and personal testimonials.
- To help develop this component, send post-purchase e-mails and surveys asking customers to review purchased products.
9. Speed matters.
Sometimes, people are in a hurry. Don’t let your site slow them down.
- Make sure product pages load quickly.
- Allow busy customers to access shipping information quickly and easily.
- Keep the checkout process free of unnecessary complications.
- Create a sense of urgency — i.e. “Product on sale through tomorrow only!” — to encourage customers to press ‘Buy’ right now.
Balancing all nine of these best practices to optimize your product page will lead to higher conversion rates — and, ultimately, higher profits. Branded Online can help assess areas of development on your business’ website and recommend individualized e-commerce solutions.