Product Pages — How to Turn Traffic into Customers

March 26, 2020

traffic to customers

You know what fundamentals go into building a product page and you’ve built a good product page. Perhaps you’ve even succeeded in increasing the traffic to that product page, but how do you make that good product page a great product page and turn that traffic into customers?

There is a lot of information out there and it can be overwhelming. We’ve compiled a list of the 13 best tips from industry experts to boost your product page’s performance and achieve the conversion rates dreams are made of.

“The paramount goal for your product pages should be to build user confidence by providing all the information necessary for a purchasing decision and making the process as intuitive and straightforward as possible.”

Rosara Joseph, Content Strategist at VentureWeb

 

1. Your Brand 

Your brand is your social media, graphics, and your logo, but it’s not just that, it’s everything you stand for, who you serve, and why you do what you do.

“The difference between creating a mediocre product page and a stellar product page is your ability to weave your brand’s DNA into the page. As a visitor, as soon as I land on the product page I want to know within two seconds what your brand is all about.”

Mark Perini, Founder of ICEE Social

Remember that some visitors may never visit your homepage, it’s most likely that they have been referred over from a social media site, landing page, or article so put your brand in the absolute best light right there on the product page. Can I tell who you are and what you’re about?

 

2. Clear Call to Action 

When troubleshooting your product page, or building one from scratch, start here. Speed and ease are essential when it comes to checkout.

“Let’s start with the basics: the ‘Add to Cart’ button is the most important component on the page, and should stand out from the surrounding content. The area around the button should be uncluttered so that there are no distractions or obstacles that block the user. It should also be immediately visible when you first land on the page – i.e. if your product description pushes the add to cart button below the bottom of the browser, it’s time for a redesign.”

Maria Bonello, Director of Strategy at SMAKK Studios 

 

call to action example

Image: Ouai

3. Mobile Friendly

You already know how important it is for your product page to be mobile friendly; let these statistics sink in: In 2018, 52.2% of all website traffic worldwide was generated through mobile phones, that’s more than half. That means, since 2013 the share of global web pages accessed via mobile phones has more than tripled! Have you ever tried taking the time to search your product page on your mobile device? You may be unpleasantly surprised by what you find. Now is the time to optimize! 

 

4. Social

“Social media helps put your products out there, and can drastically expand your reach”

Steve Haase, E-commerce Marketing Consultant and Sales Engineer at HubSpot

Of course you’re promoting your brand and webpage on social media platforms, but don’t forget about your product pages. Every product page should leverage the power of social media, add buttons that allow the shopper to share the product directly onto platforms like facebook, twitter, and pinterest. Try using product hashtags to get people talking too.

 

5. Multiple High Quality Images

People DO judge a book by its cover, this is why solid product photography is paramount. This is your opportunity to present your product in the best light. Show multiple angles, allow users to zoom, call out unique features. Good photography sets expectations and shows credibility, this is the cornerstone to building consumer relationships founded in trust.

 

6. Organized Detailed Instructional Copy

Put them at ease, focus your product descriptions on the customer; how do they benefit your shopper? The description should be easily scannable, try using a careful structure of headings and subheadings to make it easier for your shoppers to find what they are looking for. It should be jargon-free, full of necessary, and critical information. Potential concerns and hesitations should be addressed, it should be written to overcome objections, answering relevant questions before they are even asked.

“Often merchants think their customers know and understand the products as much as they do, but that couldn’t be further from the truth. You should do all you can to communicate the quality and the value behind your product, and not assume that your customer already gets your product or why you’re doing what you’re doing.”

Alan Schaffer, Director at Bismuth Studios

Use UX features such as drop down tabs, overlay, pop-over boxes, or content that reveals when you hover over, will ensure you don’t overwhelm potential customers or crowd the page. This also makes it easy for the users who want more information, to find it.

Here are some key elements you can include in your copy that will inspire and engender trust:

  • Clearly defined returned policies
  • Money-back guarantees
  • Live chat with customer service reps
  • Warranties
  • Shipping details

 

7. Implement Videos 

Use storytelling to condense a mass of complex details into a short clip with a well executed product video. Studies have shown that videos can increase product page conversion rates from anywhere between 84%-144%.

Image: Lush

 

8. Customer Reviews

Social proof is 12 times more effective than marketing claims and 97% of people consult reviews before purchasing. Need I say more? Social proof increases credibility; reviews, purchaser’s photos, social media posts, and expert testimonials give consumers reasons to believe in your product. 

 

glossier example

Image: Glossier

9. Urgency

The fear of missing out is real. Creating a strong sense of urgency will convince the user that they needn’t go anywhere else. Do you have a special sale for a certain amount of time, is there limited stock availability? Investigate ways to incorporate this on your product page, bookmark it, and let the customer know.

 

10. Make it Easy to Compare

It is likely that the first product your shopper lands on isn’t the best option for them. Making links to applicable items by size, color, et cetera accessible maintains the attention of the prospect. 

This function can be personalized to appeal directly to the consumer’s tastes; use historical data and retargeting to recommend and compare other products within the product page itself.

 

11. Exit Intent Popups

They might be annoying, but they actually work. If you’re not going to get a sale this time around, at least get an email. Your user may not be ready to buy, but now you can provide a pre-transactional offer at a later date. This repeated exposure stimulates product and brand confidence.

 

exit intent example

Image: Wishpond

 

12. Re-engage Past Buyers

So you have a sale, which means you have a customer, but a shopper that comes back time and time again is a loyal customer. Use incentivised emails to encourage feedback and another visit to your site. Build a relationship with each one of your users through new, interesting, and fun experiences with your campaigns. It’s just as important to re-engage with past buyers as it is to acquire new traffic. 

 

13. Test and Optimize

A/B testing is the best way to see what works for you, your product, and the consumer. Make sure your product page is data-based, structured, and iterative. The key is to test, optimize, then retest, and optimize again on repeat so you can evolve with your target base.





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