How To Create A Product Page That Converts
by Asim Mughal , Op-Ed Contributor, September 22, 2017
Creating conversion-friendly product pages is the most important step in building an online ecommerce empire. However, only a handful of website owners focus on optimizing their product pages for better conversions. As a result, sales plummet and business suffers.
Here are several factors that marketers should pay keen attention to in order to optimize their product pages for maximum conversions.
Your product page URL is one of the factors that does not directly impact your SEO rankings, but can affect your CTR.
When a potential customer sees your page in search results, your URL can play a decisive role in getting them to click through. If your URL is clear enough to show them what the page is about, they will know what to expect from your page and be more likely to click that blue link. If not, then you may lose some potential customers before they even see your product.
Optimizing your product titles for search engines can play a major role in gaining huge amounts of traffic. But more important than optimizing your titles for SEO is to write them in a way that is understandable to searchers.
Catchy, attractive titles are good, but try not to be overly clever while writing your titles. Make sure your titles are clear enough to tell visitors what the product is about and at the same time, contain the right keywords to rank you at top positions in SERPs.
It’s a good idea is to begin your title with the keyword, because the closer your keyword is to the beginning, the more your title will be worth to search engines.
A picture is worth a thousand words. No matter how detailed your product description is, people always want to see what the product looks like. In fact, according to a recent research, 78% of online shoppers expect e-commerce sites to add more images.
Include high-quality images on your product pages. Photograph your products from different angles and be sure everything is displayed in the best light possible.
Unique and high-quality product descriptions are necessary for attracting potential buyers and converting them into visitors.
Your production description should speak to your audience in a way that compels them to make the purchase the moment they read it. Here are a few ways to do it:
- List all the features and benefits of your product
- Address all the possible objections of your target audience
- Provide as much detail about your product as possible
- Write a unique description for every product
- Include keywords in a natural, non-spammy way
With social media and email responses taking as long as 10 hours and 15 hours, respectively, live chat is definitely the only thing most online customers prefer.
Adding live chat to your product page ensures that your visitors’ concerns and objections are addressed the moment they arise. In fact, according to a report by eMarketer, strategic use of live chat can bring in up to 35% more sales.
No matter how many details you add to your product page, if you are unable to establish trust with your audience, you will not be able to sell. Place the trust signals on different areas of the page and test it against the data to determine which place works well with your target audience.
Page Load Time
Page load time is another important factor that contributes strongly to the conversions of your product page.
Even if you have the best product in the world and have uploaded the highest-quality images and your description is the most compelling it can ever be, a slow-loading page will drive most people to leave your page without seeing anything.
Check to see if your page takes longer than 3 seconds to load. If it does, hire an expert to bring the speed down, because if you don’t address this issue at the earliest time, you will likely lose 40% of visitors before they see aanything on your page.
Along with including trust signals on your page, it’s important to address all possible objections before your audience brings them up. Think of all the objections your customers might have regarding your product, and include an FAQ section on your page to address those objections.
These are some of the most important factors to consider in order to boost your conversions. Put them to the test.