Managing a high-volume ecommerce website and the complexities of the store is often time consuming. The first step is to get visitors to the site and shopping the products. The next step is to analyze the data of each product and its conversions.
Here, we’re sharing some of the top ways to optimize our product landing pages to increase conversions.
We live in a world of “I want it now and I want it fast!” Google became the number one search engine in the early 2000s not because of the quality of search results, page organization, or even their cool, unique name. Speed is the reason Google became the number one search engine.
Here’s the Google Gospel of Speed:
- Images are the number one reason why a product page will upload slowly. In the auto industry, searching for a vehicle on a dealership’s website is often difficult because the vehicle search page loads painfully slow. Tip: Have the page load with low-resolution images then make the clickable images a higher resolution. How to Optimize Ecommerce Product Images for Faster Pages
- Videos consume more space than images. Tip: Load the image of the video with the rest of the page and make the video clickable into a light box. Tip for Creating Fast Loading Videos
Links on Page for Attention
Grab the attention of your prospects, get them to focus on the product, and close them with one call to action. A visitor should arrive on your landing page for one reason: to buy your product. However, links to other products and landing pages will give your visitor outs, or a way to continue shopping without buying anything. Too many links on a page is overstimulating and causes confusion. Multiple Stimuli Present in the Visual Field
Tip: Create a link-to-page ratio to keep track of how many links you have on a product page. We want as close to a 1:1 ratio as we can get on a product page. For example, let’s say we head over to our homepage, which is a hub for all of the other pages on the site. We may see 35 links on our homepage, giving us a 35:1 ratio. A product landing page with one call to action and four similar product links, however, gives us a 5:1 ratio, which narrows down what the visitor can do on the page.
Call to Action Contrast
The call to action should jump off the page and be the first noticeable piece of information that draws a prospect’s eyes. It lets them know what they’re on the page to do. Check out Stream’s complete checklist for call-to-action success.
Tip: Use colors to your advantage. If the background is one color, use another color for the button. For instance, a blue background with a red button. I know it sounds ugly, but our visitors will notice the button and that’s what we want to happen. (For more information about this, visit CTA button and the Psychology of Color.)
Content marketing has been forced into the marketplace for quite some time. It’s the process of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience. More about content marketing.
This form of marketing has been very profitable for many businesses that implemented as part of their marketing strategies.
So What’s Next? Context Marketing
This form of marketing will paint the picture or tell the story of the content. This makes our visitors feel more connected to the products and helps them visualize themselves owning what they’re shopping for in the first place.
Context is important around words. If you ask someone to spell the word “there,” context would be using it in a sentence to find out which version of the word to spell: there, their, or they’re. Or how about the word poor, pore, or pour? Context will give the answer. Here’s more about context marketing.
Speed, links, call to action contrast, and context are just a few of the top ways to optimize your product landing pages. Our action steps are testing different versions by split testing our product landing pages, which should provide deeper insights into what influences our visitors to buy.
—Dan Woods is a Digital PR Coordinator at Stream Companies, a full-service Philadelphia-area advertising agency.