9 Tips To Optimize Your Product Pages For Maximum Conversion

Types of Product Landing Pages

Traditional Style

Also known as “short-form style”. In general, traditional style landing pages feature less information, most commonly used when a product is:

- Strongly image-focused
- Free download content (e-book, newsletter, case study, etc.)
- Not much text required
- Repeat buyer-focused businesses
- Low risk, low-ticket items

The advantage of this style of the landing page is that it can help boost conversions if the content is great enough to persuade visitors to convert without all the distractions that other styles of landing pages have.

Long-Form Style

When it comes to products that need a lot of persuasive writing, long-form style landing pages allow you to write content to rank better in SE. Best resulted when a product is:

- Lifestyle based product
- Educational focused (gym equipment, diet materials, real estate, etc.)
- Demonstration required
- High-ticket items

Scrolling down the page could be long and boring for some visitors. However, in many use cases, long-form style drives better sales with the visitors that require a large amount of research when they are making purchasing decisions.

Microsite Style

Turning all the information of a product into a mini-site is often seen when a brand only has a single product to sell or is designed for a specific purpose or campaign.

So which one of these is better? It all depends on how you position your product or your business; who are you planning to target to and what goals you want to achieve.

Product Page Structure

A standard product landing page consists of a header, a carousel, a buy box, and a description - the conversion support content.

9 Tactics To Optimize Your Product Page

1. Your Header Matters!

Optimize your header for a better user experience, a great header should be easy to use, provide access to necessary non-product content and support the CTA (Call To Action) button. With that in mind, here are some ways on how you can optimize your header:

- Keep It Slim

You certainly don’t want the header to get in the way when your visitors are trying to navigate through your product page. Ideally, it shouldn’t take up to more than 15% to 20% of the product landing page.

- Shopping Cart or Checkout Button

Make sure you give access to the shopping cart or checkout on your header so when your visitors are trying to convert, they won’t have a hard time finding it.

- Use Sticky Headers

“Sticky menus are 22% quicker to navigate and encourage conversion through convenience - Milosz Krasinski, Managing Director at Chilli Fruit Web Consulting”

A sticky header is a header that stays in place while you scroll. Online shoppers are often impatient, a lot of times it irritates them with simple actions like scrolling back to the top of the page - which might result in them navigating away from your website.

- Additional CTA For Opt-In Actions

For some businesses, depending on their goals, the conversion rate doesn’t necessarily mean the number of “Complete Purchases”. Maybe the businesses are in the stage where they’re trying to build their loyal customers, brand awareness, form completion, and so on. Having a CTA such as subscribe, fill in a form, join a membership on the header can also help drive different types of conversion.

- Add a Tagline Or Promotion Content

Remind your visitors what your brand stands for, or messages you will like them to know, often times you will see either their brand tagline or what they’re offering currently such as “50% off”, “free shipping over $30”, etc.

1) ASOS - A discount reminder

2) Peaceful Energy - Free shipping & Return Policy

3) BOOM! By Cindy Joseph - Brand Tagline

2. Add Reviews & Testimonials

IDo you have a customer review section on your product page? If the answer is no, you should consider adding it to your page. How so?

According to Podium, 93% of consumers say online reviews have an impact on their purchase decision and 58% of them look at online reviews at least weekly. Fan & Fuel notes that consumers not only want to see reviews on your products and services but they also look for the nitty-gritty details in your customer reviews.

Ultimately, allowing your customers to leave a review after purchasing your product helps other visitors to make purchase decisions. Like the snowball effect, more reviews mean more orders.

(Image source: Bazaarevoice)

3. Make The Best Out Of Your Carousel

Add at least eight images (ideally ten) to your carousel, study has shown that 93% of consumers consider images essential in purchasing decisions. The more images you add the more information you provide to your visitors. Check out the heatmap below, we can tell that visitors focus on the carousel the most when viewing a product page.

(Image source: VWO)

Adding eight photos sounds like a lot to you? Here are some inspirations on what you can add to your carousel:

- High-quality Images

No one likes low-resolution and cheap-looking photos! Upload unique product photos to differentiate from your competitors. At Ship To The Moon we provide professional photoshoot service for your distinctive products. We are all about helping your business succeed, contact us to learn more about this service.

- Optimize The Images For Quick Loading

Although we like high-resolution images, we don’t have the patience to wait for them to load. Make sure you optimize the images for each platform and different devices.

- Show How The Product is Made

Explain and display ingredients, details, materials, or the process of the products being made.

- Create a Product Demonstration Video

Simply demonstrates how the product is used by real-life models. A/B tests made by VWO have proven that human photos increase conversion rate. Keep it simple, easy to understand, and short (preferably under 30 seconds)

Test Your Images
According to Amazon, “You can use A/B tests to help optimize your product images which can generate confidence with customers and help drive purchase decisions.” Run split tests into different options and combinations to see what works best for your business.

4. Add Buy Box Content

Whether you’re trying to cross-sell, upsell, or simply just to get your visitors to click on that “Add To Cart” button, the way you write up your buy box content is crucial for you to reach your goals. The buy box is basically the recap of the sales pitch to overcome any objection from the visitor that decided to not add the item to the cart. Try out different format options:

1) The Standard - Nordstrom

2) Testimonial Opener - BOOM! By Cindy Joseph

3) Show Off Your Reviews - DSW

Note: It is important that you stick with the format once you’ve tested and chosen one that suits your business the most.

5. Optimize the CTA Button

Your CTA (Calls To Action) in this case, will be your “add to cart” button - is arguably the most important part of your product page. It is the key to transform leads into conversions.

- Keep It Short and Sweet

Be brief with your CTA, you want to urge your visitors for quick action. Keep it under three words if possible and make sure it sticks to the point.

- Personalize CTAs

After analyzing more than 330,000 CTAs, Hubspot found that Personalized Calls to Action Convert 202% Better. Tailor your CTA to adapt to the visitor, including their location, browser language, a past customer or a new lead, and where they currently are in the buying cycle, etc. How do you do this?

1) Determine what level of targeting is possible using your CMS.
2) Break down CTA version into different target audiences - revisit customers, leads, and so on.
3) Design your CTA buttons - use intriguing texts, fonts, colors.
4) Upload the CTA button to your CMS.
5) Add the CTA button to your page and link it to the right destination.
6) Track performance by setting up campaign tracking in the solution you use.

- Utilize Urgency Psychology

Use the art or wording to create urgency and drive conversion, common urgency words for CTAs including: “buy now”, “limited time”, “shop now”, “last chance”, “final sale”, “act now”, “checkout now”. You can also add a countdown timer to indicate when the offer is going to expire or how many chances are left for the offer and how many people have already purchased it.

- Design. Design. Design.

Navigation should be flawless and simple. Make sure your CTA stands out. After all, this is one of the most crucial steps to getting your conversion. Use the isolating effect to contrast the color from the rest of your page and make it possible for the visitors to convert in one click.

- Placement

Where you put your CTA actually matters a lot when coming to conversion, here are some placement tips for your product page:

。 Keep the CTA above the fold on the desktop.

。 Use full-width CTA buttons on mobile.

。 Have guarantee or USPs under the CTA button.

6. Determine Your Order Bump

Order Bumps are an on-page upsell or cross-sell used to maximize average order value. Also, an order bump often happens before your visitors click “add to cart” or “buy now”, it allows them to add an additional item to their shopping cart before they complete the order. Here are a few ideas on how you can use them to bump up your e-commerce store:

1) Offer an Upgrade
2) Bulk Discounts
3) ffer Protection Plans Or Warranties
4) Offer Subscriptions/Membership To Get Free Services In The Future
5) Offer a Complementary or Add-On Product

Let’s take a look at how other businesses do it:

。 Zooplus - Bulk Discounts

。 Ray-Ban - Complementary Product

。 Wine.com - Membership Program

7. Write a Quality Product Description

The goal of writing a product description is to explain the features and benefits of the product so your visitors are compelled to buy. Best way to do it? Write it as if you are talking to someone.

Use the 5W1H formula when writing up your product description:

。 Who is the user for this product?
。 What are the product specifications and details?
。 Where would my customers use this product?
。 Why is it better than other products?
。 When should my customers use this product?
。 How does the product work & How is it made?

You can also:

。 Describe how it smells, sounds, feels, or tastes.
。 Provide scientific proof or statistics.
。 Make it easy to scan and read - use bullet points and headlines to assist.
。 Specify ownership benefits - focus on benefits and features.
。 Add images and videos to support the written content.

Understanding your target audience is crucial to description writing, product descriptions are the most effective when they’re written with a specific buyer persona in mind. Adapt your writing style to your audience to reach better attraction and increase conversion.

8. Use Eye Catchy Images to Support Your USPs (Unique Selling Proposition)

Adding USPs (Unique Selling Proposition) to differentiate you from other businesses, let your visitors know what you offer that makes them choose to buy the same product from you instead of your competitor.

Use Cases:

- J&CO Jewellery

- Surface Apparel

- Native Eyewear

9. Be Mobile Friendly

“59% of shoppers surveyed say that being able to shop on mobile is important when deciding which brand or retailer to buy from." - Google.

Ensure that your website is optimized for mobile, Google now has mobile-first indexing, which means Google predominantly uses the mobile version of the content for indexing and ranking. If you are struggling to drive leads through SEO, this is probably why.

- One Size Doesn’t Fit All

Images on desktops don’t necessarily work for mobiles, most of the time they are too large and with the limited space you have on mobile it’s not easy for visitors to understand how to navigate.

- Back To Top Button

Don’t let your visitors do any extra action and always make it possible for them to see the CTA button. Anchor them back to the top once they’ve scrolled through your product page.

- Speed Up The Checkout Process

Simplify the steps for customers that are actually trying to convert! The fewer clicks they need to do the faster they convert.

There you have it, nine simple inspirations to get your product page to another level. To sum it up, start by prioritizing your goals, learn from other dropshipping businesses, optimize your product page and finally test it out and refine.