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The Daily Stream

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Creating Conversion-Driving Product Pages for Your eCommerce Website

June 23, 2014 // By: Stream Companies

 

Improving ecommerce product pages leads directly to higher sales and conversion rates, and staying ahead of the proverbial curve as far as new techniques and tactics is key to successful product pages on a website. Factors that can decrease sales or conversions include confusing product pages, unclear pricing, complicated checkout and shopping cart abandonment. So, if you want to learn how to improve your product pages to boost customer engagement and sales, read on!

The Fundamentals

Product Pages serve as products “on a shelf,” and must provide the customer with all the information they need, as if they were looking at the product in a brick and mortar store. Key factors include clear images with many different views of the product, straight-forward pricing, and customer reviews. If product pages are hard to read or understand, customers may become frustrated and subsequently leave your site. Online shopping is designed to be easy and painless, which is what people expect; and with so much competition out there, you don’t want to give your customer any reason to leave and not complete their purchase.

Prices and Fees

Customers go from product pages to the shopping cart, so make this page easy to navigate so the customer doesn’t abandon the cart. Strategies to combat shopping cart abandonment include clear information about shipping costs and no hidden fees. The last thing a customer wants is to start the checkout process and realize shipping is much more than they anticipated, and surprise “handling fees” of $10 are also included. List shipping on the product page and be clear about any fees so the customer knows what to expect.

The Checkout Process

If your website requires customers to register, have registration after the checkout process, not before. You don’t want the customer to get sick of filling out information before they even make their purchase! Additionally, offering a variety of payment options is another way to retain customers - helping to eliminate the possibility of a customer leaving their shopping cart because their form of payment isn’t available.

One-page checkout, or reducing the number of pages in the checkout process, also helps to eliminate shopping cart abandonment. Webcredible produced a report noting about 10% of customers abandon their carts due to lengthy checkout processes. Customers don’t want check out to take 15 minutes, just as no one wants to wait in a long line at a brick and mortar store. People are more inclined to abandon their carts when checkout takes too long. Express checkout is something to think about as well, as this gives customers the ability to complete the checkout quickly which not only prevents shopping card abandonment, but also encourages repeat shoppers.

Targeted Incentives

Last, creating a marketing plan through social media that targets your core audience is a huge asset. Contests and incentives that pique interest in your site is a great way to boost sales and increase customer following. Winning a free i-Pad or getting a free gift with purchase will boost sales and conversions and help you gain a loyal customer following.

In conclusion, the main point to remember when creating a product page is to think of what you want to see as a consumer. Don’t allow room for questions, rather let the product page provide all the information – images, pricing, shipping, etc. Make the shopping experience hassle-free and win return customers! Online shopping is supposed to be easy and seamless, and with so much ecommerce competition this cannot be emphasized enough.

All the best,

Keely McGroarty

Keely is an SEO Specialist with Stream Companies, a Philadelphia area advertising agency.

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Topics: Digital Marketing, digital marketing, ecommerce, marketing