Your product page is one of the most important pages on your site.
You can spend thousands of dollars on advertising or generating tons of traffic, but if your product page is lacking, I’ll bet your online sales are too.
If the traffic is there, but people aren’t adding your products to their cart, this article is for you. Here are 5 tips for optimizing your product pages for more sales.
When someone lands on a product page, one of the first things they should see is a product photo. This could be their first interaction with your brand or product and these photos need to make a good first impression. Unlike being at a physical store, customers can’t touch, feel, or hold your products. Your product photos need to reel your future customers in.
If you want your product photos to do the selling, follow these tips:
Bonus: Product videos or products that can be displayed in a 360º viewer are a huge plus!
Here's an example of some great product photography from one of our client's, Jonas Paul Eyewear:
A product description is a way to tell your customers what your product is and why they should buy it. Like your product photos, your product descriptions should help your future customers understand your product and then sell them on it. I could write an entire blog post on this topic alone, but I’ll keep this simple…
Our friends over at Shopify have a great article on how to write compelling product descriptions. Check it out here.
Alright, so you took our advice and you now have some beautiful product photos on your product pages and clear product descriptions that have people interested in making a purchase. Next, you need to make sure the call-to-action (usually an Add to Cart or Buy Now button) is crystal clear, visible, and in the right spot. The last thing you want is to get visitors interested in your products but not provide them with a path to purchase. Your goal is to generate online sales, right?
What do we recommend when it comes to a CTA that works?
First impressions are everything. What do people immediately see and process as soon as they land on your product page? This area on a page that is visible without any scrolling is known as the top fold of the page and it’s something that web designers have been obsessed with since the 90s.
Some believe that everything from your product photos, description, product reviews, and CTA button need to immediately be visible because people apparently don’t know how to scroll. People know how to scroll and they will explore the rest of your page if they know there is something to scroll down for. While it is best practice to have a strong top fold, we don’t recommend sacrificing other elements on your product page just to cram things up at the top of the page.
When’s the last time you bought a product online without reading the reviews first? There’s a good chance that this is one of the first things you do before making a purchase and you’re not alone. According to Spiegel Research Center, nearly 95% of shoppers check a product’s reviews before making a purchase. You could have a totally convincing product description, but shoppers want social proof from other shoppers. Product reviews are a great way to build social proof, trust, and loyalty with your customers.
Yes, product reviews (if they’re positive) are a great way to help close the sale, but it doesn’t stop there. Listen to your customers. If customers are leaving reviews, read them. Use their feedback to help determine what type of changes you could make to better your product, packaging, shipping and even future products.
If you’re not taking advantage of obtaining and displaying product reviews on your Shopify store, we recommend looking into apps like Yotpo or Judge.me. Get on it!
If you've implemented any of our suggestions above or want a second look at your product pages, reach out here and we'll give you some pointers!
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