Posted on April 13, 2010 by Barracuda Digital doesn’t just drive vast quantities of traffic to our client’s websites. We help convert those visitors into customers.
Elsewhere we’ve given you specific advice on improving your website conversion rate. This time, we’re going to give you some tips on how to improve your product pages.
1. Product images
*Try testing out product images in use vs in the showroom
*Place product images on the right side of product pages
*If at all possible, allow customers to zoom in on the product
*Include multiple images of the product.
*Make sure the images are of a high quality. Consider having a professionally shot product image – nothing turns people away like a poor product image
2. Product description
Don’t just regurgitate what manufacturer tells you. Write concisely but engagingly about it as though you love the product.
3. Customer reviews
These can boost conversion by up to 30%. Collect reviews, but wait until you have enough before displaying them.
4. Add to cart buttons.
Get these right. We’ve spoken about cart buttons in more depth here.
5. Call to action
Have 1 main call to action. Don’t confuse the user by asking them to do too many things. ‘Buy now’, ‘get in touch’, ‘sign up for our newsletter’ etc. What do you really want them to do?
6. Cross selling and up selling.
Yes its a good idea to add other complementary products to the page. But you don’t want to distract the user from buying the initial product. Consider adding other products but only use small images.
ndorse others with the statement ‘other customers buying product x also liked y’.
7. Consider varying the price.
Unsurprisingly this can have the single biggest impact on conversion rates.
8. Stock availability.
Make it clear whether an item is in stock or out of stock. If you disappoint customers buy letting them buy something you can’t supply, they’ll never come back. Stock levels can serve as a call to action (only 3 left so order now)
9. Delivery times.
Tell the user when they will have the product in their hands.
10. Feature lists
Include a feature list with every product, a list of facts about that product. Tell users what their product can do, and what’s included (or not)
EG. Bread Maker
400w
3 Baking settings
Automatic timer
1 year warranty
11. Benefit Lists.
Tell customers why it’s great. So for the features above:
400w: Enough power for home baking
3 Baking settings: Get bread just the way you want it
Automatic Timer: Get fresh bread ready for the morning
1 year warrantee: Rest assured it will be replaced.
12. Shipping charges.
Be clear what it costs to send the product. Make sure customers know what is included and what is not. If at all possible try to make it free.
Thats it.
Making changes to your product pages can yield vast improvements in conversion rate. If you want Barracuda digital to improve the conversion rate of your website then get in touch.
