In this article, I will go over five ideas for optimizing your product page. Making a few small changes can already increase your conversion rate tremendously.
Quick overview
Good product photography
Good product photography is crucial and underestimated by many people. Imagine yourself in an actual store, and you can only look at the product at 2 meters distance without touching it. The chance you will make a purchase is not very likely. High-end photography will give people the feeling they can almost experience the product as they would in real life, increasing the chances of a sale. Good product photography is a wise long-term investment that will pay itself back.
Create a product benefits section.
A list of product benefits helps convince users to purchase your product. For example, imagine someone is looking for a natural shampoo, and you show benefits like vegan, no microplastics and chemicals, etc. You exactly sum up what your user is looking for. This is not just a good conversion strategy; adding well-thought benefits to your product page also helps people to make better choices.
The best way to set up your product benefits is via user research. If you track down your customer's motivations when buying a specific product, you know exactly which information to provide in the benefits section. If you do not have this information, try empathizing with your user as much as possible. For example, you can ask yourself: Why is someone especially looking for Natural Shampoo? There are multiple answers to these questions. Collect the best ones and show them on your product page.
Customer experiences in video
Social proof is an excellent strategy for conversion and user experience. It allows you to take advantage of external validation and customer advocacy in order to influence potential customers. Adding social proof to your product page helps users make decisions and give them the feeling they are making the right decision.
Social proof can be shown in different ways. For example, customer reviews, user stories, or an industry expert talking about your product. All options are great ways of using social proof. In this article, we focus on customer stories in video. Real people who talk about their experiences while using your product. If you collect this type of content, I will ensure you this will increase your conversions.
Add product warranties
An easy thing you can implement on your product page is warranties. Imagine you are buying an anti-shrink t-shirt online. Examples of good warranties could include:
- 60-day satisfaction guarantee
- 1-year guarantee on the seams
- A full refund if the product shrinks
Those warranties are making some pretty big promises. But, thanks to these promises, people will feel more confident about the quality of the t-shirt when making their purchase. Obviously, the quality of the t-shirt needs to live up to its expectations, but you need a good product to build a sustainable eCommerce brand anyway.
Use humor to entertain your customer
Making experiences fun and entertaining improves conversion rate, brand loyalty, and the shopping experience itself. Focussing on making an experience fun and airy makes people happy. Humor and laughing are perfect for people and your business ;)
How to integrate humor into your product page? You can do this in multiple ways, from witty copywriting to fun visuals and some secret easter eggs. I selected a funny example from Coolblue, a Dutch electronic webshop. They do not sell vibrators, but the whole page will shake when you search for them. Genius move.
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