The product page is crucial in eCommerce because it acts like a sales promotion girl (SPG) or sales promotion boy (SPB) that will promote your product. You don’t have to open your mouth to sell the product in eCommerce. Instead, the product page itself will speak to your customer and entice them to buy the products. Hence, optimizing your product page for sales conversion plays an important role in driving sales. Here we will break down all the 13 elements of high converting product pages to increase sales.
1. Product Title
Basically, a product title doesn’t affect your conversion, but an enticing product title can drive people to visit your product page. Your product title must describe the product clearly, so there is no misunderstanding about the product you sell. Ensure you don’t make any typo on your product title, or customers will feel doubt about shopping in your eCommerce store.
Mug Dom has a unique way of selling its product through personalized product titles. As we can see from the picture below, the way Mug Dom sells the accountant mug by naming the product title more personalized for the accountant like “Limited Edition – My Accounting Degree 11 Oz Mug.” This way, anyone looking for an accountant mug will feel that they must have the mug.
Personalization on the product title can work really well especially if you sell print-on-demand products.
2. High-Quality Product Image
I can’t stress out how important the quality of your product image. In the eCommerce world, the customer can’t touch the product directly. It’s really important that you provide product photos or videos from different angles to showcase what the product looks like.
Product images can make or break your sales conversion, ensure to provide high-quality product images on your product. It’s shown how professional your eCommerce store to serve the customer. In some cases, apparel brands using user-generated content (UGC) on their product picture. As you can see from the picture below, Gym Shark, a fitness apparel brand uses several models to pose with its products.
Meanwhile, some eCommerce brand stores invest in 360 spin product photography to rotate the product to get 360 deg views. One of them is Sawyer which sells tap filters to provide clean water with immediate filtration. This is a great initiative from Sawyer to provide interactive 360 spin images on their products. So the customer can see exactly the overall products in 3D view before decided to buy.
3. Product Video
Having a product video on your product page can help to convince your website visitors to buy your products. In addition, the video will explain the product’s benefits, features or share good testimonials from customers.
Boom by Cindy Joseph includes the product video on their product pages that share their product benefit and how it can satisfy their customers. The 50-sec video looks enticing by using user-generated content video. You can reverse engineer your product video like Boom by Cindy Joseph.
4. Call to Action Button
It’s essential that the call to action button can be seen clearly on the product page, whether add to cart or wishlist button. No matter how great you craft your product page, if the customer can’t see the add to cart button, this will lead you to zero conversion. As we can see, Nike provides two calls to action on its product page: “Add to Bag” and “Favourite.”
You want to ensure that the call to action button is put on the top of the product page that customers can see clearly once customers land at your product page. You can even A/B test your call to action color button to see which ones drive more people to add the product to their cart.
In some cases, other eCommerce stores prefer to use a floating call to action button (sticky button) on their mobile view in which the add to cart button will keep following you when you’re scrolling down the product page. This way, it can help to increase the click-through ratio (CTR) of add to cart metric on your eCommerce store.
5. Product Price
Product price is mandatory on every product page. This is because you want the customer able to know exactly the price of the product. That’s why the product price usually will be placed below the product title.
Another best practice that you can do is compare your product price with other competitor prices. This way, you entice the customer to buy your product because you offer a lower price.
The other strategy that most eCommerce stores use is by reducing your product price by $0.01. For example, let’s say your product price at $40. You can subtract your product price by $0.01 to become $39.99, which looks slightly cheaper in the customer’s eye. This strategy is to make the customer only focus on the left side digit, which is $39, instead of $40.
6. Product Option (Variant)
Do you sell products that have a variant in color, size, and style? You want to ensure that the customer can see the variant option clearly not to confuse them when they want to buy the products.
Fashion Nova did a great job providing the color and size option for their dress, so the customer can see which size is available and sold out. In addition, the product option makes the customer feel convenient when shopping on your eCommerce store, which can help increase the user experience and sales conversion of your store.
7. Product Description
The product description is like an SPG/SPB to your product. The copywriting on your product page will entice the customer to buy the product. It’s like you’re selling to people without speaking in front of your customer. Your product page will do the job for you. The product description basically consists of two important parts explaining about product’s benefits and features.
Hence, you need to write compelling product descriptions that explain the benefits and features, so the customer knows exactly why they need your products. Getquip is doing a great job on its product description. They comprehensively explain the product benefits and features with a pop-up box, as seen from the picture below.
8. Urgency and Availability
Putting count down timer and stock availability can help to increase sales conversion by pushing the sense of urgency. People fear missing out on the products they love. Hence, they tend to purchase the products. Usually, many brands will put a count down timer on their specific product page or collection page when they have special deals such as Flash Sale or Weekend Deals, Black Friday, or Cyber Monday campaigns.
Here we can see a different strategy from Makeship to build a sense of urgency on their plush campaign. Makeship put a countdown timer that entices people to buy the plush and reach 200 pcs sold minimum to produce the plushie. If within the specified time, the plushies sold don’t achieve the 200 pcs quantity sold. The plushies will not be made, and the customer will be refunded. This campaign works effectively to reach the goal (200 pcs sold) since people want the plush, which is only produced once to build its exclusivity. We can see many successful campaigns funded on Makeship when the artists want to create their own plush characters.
9. Social Proof (Customer Reviews)
Customer reviews are really important to increase your sales conversion. Many people will doubt to purchase your product if they don’t see any testimonial from previous customers. People want to see what others said about your brand quality.
Putting customer reviews on your product page can eliminate any doubt from customers, especially if your brand is still new. Besides, people want to ensure that they will not get a scam product. Therefore, I highly recommend you enable the product reviews to be shown on your product page. Here the example of the product review from Pura Vida Bracelets.
10. FAQ Section
Some products will need to have further information before customers decide to buy, especially if your product has specific benefits and features such as medicine, supplements, cosmetics, gadgets, etc. Frequently asked questions (FAQ) can help answer common customer questions about your products, like how to use, how the side effect, how you should use the product, etc.
Wonderbly, a company that creates personalized books for children and adults, knows that their customer has many questions about the books before deciding to purchase. Hence, at the bottom of their product page, they put FAQ sections to answer all the common questions from the customer. This strategy really helps to eliminate any doubt that will delay the customer from purchasing the product.
11. Live Chat
When customers come to an offline store, they will like to ask customer service about the product before purchasing the product. Then, after the customer support explains the product, the customer will buy the product. The same thing happened on your eCommerce store. When you have website visitors coming to your site, some people may need any help finding something or looking for advice before purchase.
When you provide a live chat feature on your online store, you can chat with your customer to offers instant customer service and even talk with them personally to know what they want from our online store. This is why Wanderer Bracelets have real-time human live chat to serve their customers to increase their sales conversion.
Some of the eCommerce stores may have a high volume of traffic. Hence providing live chat with human interaction can be overwhelming. Hence, providing chatbots to serve the customer 24/7/365 can be a great option, especially if the customer keeps having the same questions. It means you can automate the process and help to increase your sales conversion by providing support.
Dollar Shave Club provides a chatbot at the bottom right corner of its website to serve their customer. The company invested in a chatbot to help increase its sales conversion. You don’t have to provide live human live chat if your business has a tight budget. You can start by implementing a chatbot which is cheaper.
12. Upsell and Cross-sell
You will be surprised how powerful upsell and cross-sell can help to boost your sales conversion. When you promote the same product to buy even more at a lower price, this is what we called as an upsell. The customer will be interested in purchasing the product more to get an additional discount at the checkout page. Lady Boss was doing a great job by implementing this strategy on their product page.
Lady Boss offers an extra discount if we purchase the LEAN meals in more than one bag. They also offer an extra package if you take two bags or three bags.
While cross-sell is when we offer a different product to the customer as a complementary. One of the cross-sell great examples can be learned from Dollar Shave Club, which offers complementary products at the checkout page to drive customers to add more products to their cart.
Implementing upsell and cross-sell can help boost your conversion and increase your basket size (average order value) from each customer.
13. Social Sharing Button
According to Visual Website Optimizer, the social sharing button on the product page will reduce the sales conversion by 11.9% compared to without having a social sharing button. Besides, having a social sharing button on the product page doesn’t help to increase the share counts since the number is pretty low.
The best practice to put a social sharing button will be putting a social share button at the checkout page after the customer purchase the product. It can help reach more audiences once they purchase it by telling them to share it on their social media account.
On some occasions, like print-on-demand stores, you can drive good sales conversion even with only several elements on your product pages, such as product title, price, image, and description. That’s because you sell a personalized product that people passionate about. You don’t need to have all the elements to increase your sales conversion. The key here is to A/B test which ones work best for your eCommerce store. You can also read my case study where I sell print-on-demand products on my dropshipping store by collaborating with an artist.
In a nutshell, those all the top 13 elements of high converting product pages that you need to consider when crafting your product page. You don’t have to be strict to have all those 13 elements. You can choose to A/B test several ideas above and see which one can work to increase your sales conversion.
Along with the product images and videos if proper attention is not given to product descriptions and the content on your product page, it can affect your sales.
But AdZis makes sure that your sales don’t suffer because of your product description and content creation. With ease of a click we generate unique and SEO friendly product description which helps you to boost your sales and increase revenue.
Juherianto is an eCommerce Entrepreneur and Blogger. On a daily basis, he works in front of the laptop to manage his eCommerce business and his blog Ebizstrategic.com. He likes to learn about internet marketing stuff and loves to share what he learned on his blog.