Every online visitor you get is a potential customer. The thing is — they just don’t know it yet!
When people browse online stores, the majority of them have their minds already made up and are keen on buying something; they just need a shove in the right direction. Now, this is where a well-crafted product page comes into play.
You see, it’s exactly on the product page that most of these online shoppers make their purchasing decisions — hence why having a properly tuned-up product page is so important.
Does your site fit into this category? If so, take a good look at this article and get ready to get your hands dirty with some smart ways to tune-up your product page.
1. A Need for Speed
As with any other online page, if it loads at a snail’s pace, you’ll quickly lose the interest of your customers; the slower it is, the less it will convert. Meaning, you need to redouble your efforts in making sure that your page is highly responsive and properly optimized.
For instance, you can use tools such as Google PageSpeed Insights to gain a better understanding of how well your page performs on both desktop and mobile. What’s more, apart from the initial diagnosis, it will also offer you some advice on how to further optimize your page and tell you exactly what’s standing in the way of maintaining peak efficiency.
2. Cut to the Chase
Don’t leave your customers at the edge of their seats; this is not a horror story, it’s a product page. Therefore, provide them with what they’re actually looking for — relevant information. Write down the most essential information first, and do it quickly. You need to present your customers with a quick summary of your product, its overall composition, all the potential benefits, and so on. Don’t use lavish sentences and phrasing, just let the product speak for itself.
Once you grab their attention, you can then go into more detail and provide some additional context, but keep it nice and brief.
3. Understand Your Target Audience and Their Needs
I’ll let you in on a little secret — offering valid solutions to your customers is only possible if you truly understand their wants and needs. Now, to do this, you first need to examine who your target audience is, what they do, their likes and dislikes, and so on. In short, you need to ask the right questions. That is why Shopify experts are masters when it comes to market research.
They know how to create an exceptional user experience for their customers from the information they gather. So, follow in their footsteps or ask for assistance if you want to hit the bulls-eye with your product page.
4. Use Smart Visuals
Would you ever buy a pair of sneakers without first seeing what they looked like? Probably not. The same goes for your product page — you need to provide your customers with exciting, high-quality visuals to spark their curiosity. Use different-angled shots so your customers get a good idea of what the product looks like. What’s more, optimize your images so they don’t eat up all of your memory (and space) — remember, you want your product page to load lightning fast. Resize and compress your images (GIF, JPEG, PNG formats) with free online tools and keep them below 80kb.
Bonus Tip: Add videos to complement your images. According to Neil Patel, visitors who view a product video are 144% more likely to purchase than those who did not.
5. Add Countdown Timers to Create Urgency
According to this report, 94% of online shoppers are hesitant to make a purchase until they find the lowest possible price for a commodity item. This means that even if you are offering a discount, online visitors might still go to another site to compare price tags. The solution? Add a countdown timer to increase their sense of urgency.
This will not only make them more responsive but you’ll also convert a lot faster. Just be sure to add warning messages such as “time is running out,” “special offer ends in,” etc. to accompany your timers for better results.
6. Showcase Testimonials and Personal Reviews
At the end of the day, people value product reviews of their peers more than anything. According to Spiegel, 95% of online shoppers read relevant reviews before finalizing their purchasing decisions. Meaning, killer product descriptions simply won’t cut it if you don’t have concrete proof to back it up.
Therefore, enable easy access for your customers to leave down honest reviews on your product pages. In addition, do follow-ups on each purchase in a week or two via email and ask your customers to leave a personal review of the product if possible.
When it comes to e-commerce — conversion is key. Don’t just rack up your online traffic and hope for the best. Instead, use these (and many other techniques) that you have at your disposal. Work hard on creating concise, visually stunning, and responsive product pages. In the end, just remember: online shoppers are there for a reason — they want to buy stuff. Make them an offer they cannot refuse!