Optimising Product Pages
The challenge of increasing sales for your e-commerce site in 2019 is a complex dynamic of fighting for traffic, looking to convert sales and looking to create long-lasting relationships with customers who see you as a credible, trustworthy and quality resource. And it all comes down to one thing: product pages.
But how can product pages give you that extra edge over competitors?
Product pages have the ultimate purpose of converting potential customers and visitors into hardcore customers who get value-for-money and quality purchases.
But what techniques can business’ use to improve product pages and make it easier for the customer to get from A to B and complete the sale?
Let’s dig in to 5 key ways you can optimise your product pages for a higher conversion rate and get them sales rolling in…
1.) Use High Quality Images
In a world where the modern day generation have a lower concentration than ever – thought to be of around 8 seconds – images have never been so powerful to sell your brand and/or your product.
In fact, high quality images can be the main reason for a sale. Images give humans instant information. Just because we’re not receiving verbal communication, we can interpret subliminal messages from images and other non-verbal means of communication. That’s why the quality of an image is so important on your product pages as it has the potential to give off a high-quality and reputable first impression.
It’s best to either use a high-quality camera of your own to take the images of your products or book professional photography. The return on investment shouldn’t be underestimated and the images – once taken and uploaded – can be used as a benchmark for your portfolio of products to showcase your wide range, quality and professionalism.
It’s thought that over 79% of readers ‘’skim read’’ product pages which just emphasises the importance of images. Customers are in a rush and want to scan for visual images and buzzwords which will give them clarification that your product is what they need.
2.) Have Concise Call to Actions
So, your customer has got this far and has landed on your product page. Put yourself in their shoes. What would you want to see?
It’s essential for product pages to have clear and concise call to actions that clearly states what action they need to take to get from A to B and make the purchase smoothly. This is all about user experience and guiding your customer through the journey so they can have a successful transaction.
It’s similar to a physical business such as a shop in the sense that if you wanted to find something, you’d expect quality customer service and to be looked after, guided and shown to the relevant products and checkout services. Online commerce is no different and call to actions integrated correctly could result in massive success.
It’s good advice to make your main call to actions such as ‘’proceed to checkout’’ and ‘’buy now’’ stand out by perhaps using different fonts and colours that will grab the reader’s attention. Psychology says that the colour red represents urgency. Therefore, if you’re having a sale on your products this could work effectively.
3.) Improve Page Loading Time
According to a recent Google report, 53% of people will leave a mobile product page if it takes longer than 3 seconds to load up. As instant gratification has increased and having things at our fingertips is easier than ever, page loading is crucial to keeping customers on the page so they can actually see your offers.
The best way to do this is to go to gmetrix.com.
Firstly, copy and paste your product page URL into the search bar and wait for it to load up and give you your report and analysis.
If your page loading speed is higher than 3 seconds then there are things you can do to improve it.
The easiest thing to do is go to the ‘’optimise images’’ section and make the images the right size to fit on your page. gmetrix.com will normally give you the measurements ready made. Therefore, you can simply grab the new images, save it and upload it to where the original image on the product page was.
This should make a difference and once you’ve done this then, you can then re-enter the URL in to gmetrix.com and see the difference it’s made to your product page loading speed.
You could have the best copy, strategy and images in the world but if your page is taking longer than 5-6 seconds to load, you’re going to have big problems!
4.) Provide Detailed and Specific Copy
As well as the above tips, detailed and product specific copy is highly important for converting sales on your product page.
The copy should be concise, straight to the point but also include all the relevant details such as:
- Sizes and measurements
- Return policy
- Whether it’s on sale
- Materials used to manufacture
- Anything else that’s important!
The tone that you use in your copy should be personable but professional. Even better, if you have a unique selling point, make sure to include it at the very start of your copy and emphasise just why people are better buying from you rather than your competitors.
Is it your return policy that’s outstanding? Is it the product that you sell, which is rare to find on any other stores? Whatever it may be, this is a great sales tactic that will help you increase your sales pipeline quite quickly.
5.) Optimise Sales Pages for SEO
SEO is a free marketing tactic that you can implement right now and increase your traffic that you can target towards your product pages. After all, what’s the use of an outstanding product page without anyone seeing it?
To use SEO on your product pages, it’s important to analyse and identify what keywords you want to optimise for. This is an important first step as this is how potential customers looking for you, will find you through Google.
Here are a few steps to get your product pages optimised for SEO:
1.) Identify the keyword for each product page
2.) Use that keyword in your sales copy naturally but effectively (around 6-7 times!)
3.) Optimise all images and include keywords in the alt tags
4.) Create unique meta descriptions and SEO titles
5.) Ensure the page speed is around 3-4 seconds.
Hopefully this post has been informative and you’ve learnt some new little bits of knowledge that you can implement to see more sales coming in.
The most important things to remember is the equation of traffic + high quality sales copy = conversions. This is the recipe for success and if you focus on each segment of the equation, you can build a highly converting sales page over time that will be a cash cow.