Sales shouldn’t be the only thing you celebrate — product page visits are worth a cheer as well. They indicate that someone is well on the way to becoming a customer. They’re one of the first steps in the right direction.
These visits only happen because of a lot of work — engaging marketing campaigns, strategic pricing, and captivating, high-quality product photos. But all of that effort goes to waste if the product page isn’t carefully curated to turn warm leads into customers.
Each visitor that makes it to a product page represents the heavy lifting and money spent to get them there. The product page is not the time to squander that hard work. It is up to you to create a user experience that gives the visitor what they need to become a customer.
1. Use high-quality images
We’re in the age of scrolling — shoppers will rapidly move through search results unless something catches their eye.
An easy way to grab their attention? Large, crisp, high-quality photos of your products.
Great product photography builds the buyer’s trust that you need in-E-commerce. The shopper can’t see the product in-person, but they can assess its qualities with a clear photo. Providing a crisp image that covers all of the product’s details makes the buyer feel confident in making their online purchase.
For sellers on a budget, outsourcing product photo shoots can be time-consuming and expensive. As an alternative, here are a few resources for taking your own high-quality product images:
With these resources, all sellers on any type of budget can create stunning, crisp product photos that inspire confidence in shoppers and motivate them to complete their purchase.
2. Add trust badges and statements
Every week, new stories are published online about data, cyber identify theft, credit card fraud, and personal information being stolen and compromised by savvy hackers. As more events occur, consumers have become warier of distributing their personal information online — creating a barrier to e-commerce shopping.
If you want people to buy your products, you need to convince them that their information is safe in your hands. To build this trust, trust badges are highly recommended.
According to a study by Econsultancy/Toluna, 48% of shoppers agreed that trust seals help them decide whether to make a purchase. Clear and visual, trust badges are an easy way to let shoppers know that their purchases are safe.
3. leverage reciprocity
According to psychologist Robert Cialdini, people are governed by a rule of reciprocity — a universal tendency of feeling compelled to repay when given a gift. Applying this rule to e-commerce, sellers can craft their product pages with gifts that aren’t only useful to buyers, but also encourage them to reciprocate with a purchase.
Reciprocity is leveraged in product pages with freebies. Sellers will often offer a free gift or a number of samples if a buyer completes an order.
The free gift isn’t just a useful product for the buyer — following the rule of reciprocity, receiving the gift psychologically justifies completing the purchase, or repaying the seller, for the buyer.
4. Highlight reviews from customers
Businesses spend large chunks of their marketing budget for promotions on Google and Facebook to encourage sales. But the truth is, the most strategic, well-placed ads are often less powerful and convincing than an alternative cheaper form of marketing: word-of-mouth recommendations. Reviews build trust and give potential customers the reassurance they need from others to make their purchasing decisions.
5. Improve the site speed
Consumers have also come to expect fast load times when they visit websites.
To make your e-commerce product pages and website as a whole load faster, follow these recommendations:
Reduce the number of HTTP requests that occur on your site. For every file on your product page, your browser has to make an HTTP request. The more HTTP requests, the slower your site loads. Removing unnecessary files, such as images, and reducing file sizes are both ways you can lessen HTTP requests and improve site speed.
Fix broken links throughout your site. Product page links, such as size charts or shipping information, need to be accessible to avoid frustrating users and having them abandon pages.
6. Use FAQs to resolve shoppers’ concerns
People aren’t visiting your website or product pages to read about how great you think your company or products are— they’re landing on your website because they need help and they’re wondering if they can get what they are looking for from you.
It’s your job to convince them that your products offer the solutions that they seek. One of the easiest ways to build shoppers’ confidence in your product is anticipating their questions and answering them in FAQ section.
Highlighting FAQs on product pages immediately shows buyers your product’s benefits. By reading other users’ questions about the applications of your product, the shopper can begin to imagine how your item could improve their own life.