One of the best ways to exponentially increase your sales, traffic, and user engagement is through product pages. When someone lands on your site, it’s because they are interested in your content or buying something from your online store.
If a user is checking out your product pages, you have to convince them that your goods or services are worth their time and money. There are several ways you can optimize each page for people who want to learn everything they can about your products before committing to a purchase.
Let’s explore a few marketing strategies and design elements that can positively impact CX and improve your product page conversions. We will show you how each addition can benefit your audience and lead to first-time visitors becoming paying customers.
First, in-depth descriptions are necessary if you want to see more sales. Consumers should have the option to quickly scan your product page and understand what you’re offering, and more importantly, how it will help them.
Imagine visiting an online store promising a “new revolutionary marketing software,” only there are no details on the product page. Would you add this product to your cart? Probably not. You would ask questions like:
- How will this product improve my marketing results? (generate new leads, reengage existing customers, connect with existing prospects)
- What makes it different from other products on the market? (features, price point, accessibility)
- Who is this product designed for? (small businesses, large corporations, solopreneurs)
These three simple questions summarize what most people want to see when checking out a new product. Obviously, the phrasing may differ depending on your product or industry, but the gist is the same. If you put this information on display for new users, they may stick around to learn more.
When you’re writing copy for your product pages, keep your customers’ points of view in mind. If you understand your audience’s needs and pain points, you can write a targeted description that answers vital questions and overcomes common objections.
Engaging Visual Content
Visual content is an excellent way to get more people to interact with your product page. You can choose the format that works best for you. Ideally, you’ll want to use a hybrid system of videos and images to keep visual learners engaged with your website.
Images should include accurate representations of the product you’re offering. So, if you sell gardening supplies, show photos of the equipment you’re selling.
SaaS businesses should include images showing the benefits of their product. Include screenshots of your software in action, and emphasis your strengths in the accompanying text.
Videos on your product pages can also dramatically improve your reach and engagement. Research shows that product pages featuring videos tend to see 80% more conversions when compared to those with text and images.
When you consider that 43% of consumers want more video content, it becomes clear that this trend will continue in the future. There are plenty of options when it comes to creating product videos. You could include a demonstration that highlights the benefits and features of your product or service. Use this opportunity to put your brand personality on display, and you could see more sales.
Customer Support Options
Next, let’s talk about the benefits of including various support options on your product page. Let’s say a potential customer makes it to your site but has a few specific questions before they are willing to commit to a purchase.
If you’re not there to assist these visitors, there’s a good chance they will look elsewhere, which could lead to them finding a competitor. There are a couple of ways you can guide users through this part of their journey.
We suggest including a FAQs section at the bottom of the item description. People can reference this section if they have a common question and need a quick answer. In fact, this type of support is another powerful way to overcome objections.
You should also add a contact form to your website’s sidebar. This handy addition will make it easy for users to send you an email if they have a question but don’t feel like sitting by their computer to chat with your live support team.
Finally, include a button on the bottom of your screen that people can click if they want to talk to a chatbot or a live representative. You can train a chatbot to help with everyday issues, like password changes. This strategy means your team can spend more time with customers that have specific questions or problems.
If you want to maximize your product page sales with customer support, we suggest making all of your options mobile responsive. Believe it or not, 58% of website traffic comes from mobile devices. Your online store should adjust for these users so they can get a streamlined experience with all of the benefits of a desktop user.
Social proof is one of the most important things a marketer can add to their product page. Simply put, social proof in marketing is a piece of content created by a customer that inspires others to take action.
The most common type of social proof is customer reviews. If you go to Amazon, you can see that virtually every item has a star rating and written reviews from real users. This strategy is partially responsible for the rise of Amazon.
People are naturally drawn to products with impressive ratings and glowing reviews, which means there’s more potential for sales. In fact, some businesses see a 270% boost in conversions after adding reviews to their product pages!
If you want to add more social proof to your product pages, start by allowing users to leave reviews. We recommend putting individual review sections under each of your products. You want to give consumers an accurate representation of the product they want to buy.
You can also reach out to well-known businesses and influencers and ask them to give your product or service a try. If they like it, ask them for a testimonial and include it on your sales page. Testimonials from famous personalities and brands can result in more engagement and sales.
Back to You
The best part about product pages is there’s always room for growth. If you’re missing any of the elements we’ve mentioned today, you may want to consider adding them to your website. Start the process by researching your target audience and figuring out what you can do to streamline their shopping experience and provide them with as much relevant information as possible.