Products are the most important items in your webshop. The assortment largely determines how high the conversion ratio will be. A product page should actually be given as much attention as the presentation of products in a physical store. Is the product well displayed? How is the lighting on the images?
PHPro gives below 6 tips for the optimization of your product page:
1. USE A COMBINATION OF BREADCRUMBS
Breadcrumbs are - as the name suggests - a kind of breadcrumb trail for visitors to your website. They can consist of hierarchical links that appear at the top of a page. This allows visitors to easily return to a previous page or a parent category.
Visitors can land on a product page in different ways. They can follow the ideal flow from homepage through category page to the product. Or, they land directly on a product page through a direct link or a related product. So, to provide a simple overview of the product's location on the website, a breadcrumb based on the parent category(ies) should be present.
2. USE GOOD IMAGES
Visitors expect to see enough realistic images of good quality. Judging a product based only on images is a totally different experience than in a physical store. There you can see or touch the product from all angles.
The experience on the online platform should approach the visual aspect as closely as possible. A customer can return the product afterwards, but people actually want to be sure of a purchase in advance. Does the product look perfect in all the images? Fine, then the orders flow in!
3. USE DEMONSTRATION VIDEOS
A product video can be compared to an in-store demonstration, but on a product page. A video can be the deciding factor whether a product will be sold or not at all. Especially functional and expensive products can be sold better with a video demonstration.
Product videos show the product “in action. With an unboxing video, for example, a customer can estimate the size and accessories included. With a few technical adjustments, you can integrate YouTube videos on your platform and product pages. The customer knows what to expect. Less uncertainty therefore creates more trust.
4. USE GOOD PRODUCT DESCRIPTIONS
A product description is basically the sales pitch on your product page. It is especially important here to give a visitor sufficient (not distracting) reading options. Introductory (original) text with a drop down is a good start. You can also go a little further under a drop down and tell more about the history, features and peculiarities of the product. Storytelling beats boring factory descriptions anytime!
5. SUM UP IMPORTANT PRODUCT SPECIFICATIONS
Product specifications are extremely important to provide more details that may be of interest to a customer. It is difficult to sell a pair of pants without a size indication. Therefore, always provide sufficient specifications on your product page.
Product specifications also make it possible for customers to compare and find what they are looking for. Story telling, as in the previous point, helps persuade. Specifications complement that introductory text.
6. MAKE USE OF AN EYE-CATCHING CTA
The shopping cart button is an important Call To Action (CTA) on a product page. Therefore, place it clearly in view or at eye level on a page. With A/B testing, you can also experiment with different colors! In principle, a CTA should always stand out. The likelihood of a sale then increases significantly.
As the name implies: you want to stimulate an action. Therefore, make sure the action is clear. The expectation you create with the copy of the button should also match the result of clicking the button.
Next: Tips for increased conversion through the shopping cart
READ OUR PRACTICAL GUIDE TO SHOPPING CART CONVERSION OPTIMIZATION HERE
After visiting one or more product pages, you want the visitor to proceed to the shopping cart. Again, it is still very important to make it as easy as possible for the customer to proceed to the checkout and reinforce the buying behavior.
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Do you have a question or would you like to contact one of our experts to optimize your webshop? Don't hesitate, contact us and we will be happy to answer your question!