well done! You have convinced potential customers to land on your e-commerce product page.
This URL is also known as the e-commerce landing page and is designed to make your website visitors purchase a specific product.
The only problem? YourConversion rateIs falling. Potential customers land on your product page and exit as soon as possible after landing. Despite the huge traffic, no sales have been able to fulfill their wishes.
This may happen because you are not following the best practices of these product pages.
1. Write SEO optimized metadata
You can have the best designed product page in the world, but if no one sees it in the search results, then you won't get any sales.
One of the simplest product page SEO best practices is to attract potential customers through search engines.
Moreover, it is usually the most effective because the people you locate through search engines are actively looking for your product. They are not random people. They saw your website through their Facebook feed, became nose-bridged after being clicked, and then exited again. They have a real intention to buy the product-depending on the keywords they are searching for.
You can do some SEO detective work toturn upIdeal customers are searchingKeyword. To do this, consider basic terms that describe your product, such as "USB adapter for MacBook".
Enter your basic terminology in Google and sort through their suggestions:
Choose keywords you haven't thought of before, or products that are more suitable for you than basic terms. (You can even plug these pluginsAhrefsorUbersuggestIn order to find the most searched plugins. )
But to rank for these keywords, you need to include them in your tags. There are two methods:
- mark: Blue text snippet describing your e-commerce product page
- description: Longer 160-word text snippets to persuade searchers to click and visit your page
You can edit these two tags in the CMS. Such asYoastwithRank MathSuch tools make it easier for you to operate page by page.
This is how The Range looks:
Both of these meta tags can help you rank your product’s keywords because it can prove to Google that your URL is suitable for searchers’ queries.
In addition, you can persuade people to click when they see your results because they contain the same phrase as the phrase they typed. This can increase your organic clickthrough rate and tell Google your websiteYesRelevant, therefore, should rank higher.
These higher rankings should lead to more page visits, especially if you are in the top five. That is67% of all clicks.
2. Publish large and clear 360-degree images
Did you knowThree-quarters of shoppersOnlineWhen shoppingConsider product pictures?
That's right: once you attract potential customers on the product page, you need to have product images of the products you sell. Otherwise, you will not be able to meet the expectations of the target customers, and the target customers will go to the target customers.
But this is not just any type of product image you should use. Please follow the bestProduct photography skills.
You want the photo to be:
- clear
- Big
- On white background
In this way, potential customers can more easily understand the appearance of the product in real life. (In turn, this may affect your return: approximately22% returnIt happens because the appearance of the product is different. )
You can go further by adding a video to the website, such as the following sample product page of ASOS:
Jamie AndersonExplains: "A well-made commentator, guidance, demonstration, and even video display on the product page can greatly increase your conversion rate."
"Regardless of the product used, there are many different ways to add value to the shopping experience, and use the video on the product page to help customers make decisions and buy from you. Especially in today's competitive environment, This can really make you stand out from the crowd."
3. Write a compelling product description
You have great product photography and some videos on your product page. well done! However, there is76% of shoppersHope to see product specifications, and you can't always see complex product details through photos.
Frontier Blades Sadia Ahmed explained: "Each product page should include detailed information about shipping and delivery time."
Integrating this information can ensure transparency with customers and thus establish integrity. If your business offers free shipping, this approach will be further emphasized because this strategy is directly related to increased revenue. "
Next to this information, add other points that your customers might be interested in, such as:
- Product size, height or weight
- First use of product
- Any other equipment they need (e.g. batteries)
But remember: you want to sound very human. No one wants to buy from a robot.
The easiest way isWrite like an audience speaks. To do this, please refer to your buyer persona and extract language from previous customer feedback. What words, sentences or puns do they use? Copy them and add them to your product description.
This is an excellent product description example provided by Method Home. Pay special attention to how they consciously write articles in a way that customers understand:
Looka Christine Glossop explains how to do this on the product page: "It's easy to fall into the specifications that make your product stand out from the competition, but the exhaustive feature list will not convert."
"If you want to convert, make sure your product page contains a major benefit that makes your product page unique, and make sure you express this benefit according to the wishes of your customers. Name the fastest XYZ on the market and Say there is a big difference between reducing XYZ time to zero."
"It sounds simple, but the product page usually has many contributors and stakeholders, including product, development, marketing, leadership and even customer success," Glossop continued.
"Is the copy accurate to the function of the product? Is the search engine optimized? Is it sufficiently different from the competition? All these questions are at work. Therefore, you need to step back from time to time to ensure that your product page conveys The reason why your product is important, not just its function."
4. Display for easy navigation
The goal of any e-commerce website is to sell.
However, to convince people to persevere in finding the products they want to buy, you need to make it easy for them to browse your e-commerce website. Otherwise it may mean you lose21% of shoppers. That's how many people hate e-commerce sites that are unattractive or difficult to navigate.
Shows the navigation used by people to visit e-commerce product pages. The usual situation is as follows:
Home > classification > Sub-category > product
If shoppers are currently on a product page that does not meet their needs, they can use it. They can easily find category pages using the hierarchy to browse categories and find better things.
This is what Wayfair looks like:
The best part about this feature? It is the perfect choice for people you attract to your website through SEO.
The product page may be the first thing they see on your e-commerce site. But even though they may like the product, they may want to shop around to see if there is something better that they like. They can do this easily using the display.
5. Provide customers with different pricing options
With the booming e-commerce, it is not surprising to see the rapid development of other payment methods.
Apple Pay, PayPal and Visa Checkout quickly became digitalA frequent visitor to millions of shoppers. However, if you do not show acceptance of these payment methods on your website, you may alienate them. A simple logo can solve this problem.
When working on this part of the product page, consider all the pricing models that can be included on the page. For example, you might have:
- Repeat purchase transaction: Do customers tend to order your products multiple times? Consider adding a repeat purchase transaction similar to a subscription, such as the one shown belowAmazon's "Subscribe and Save". You can automatically bill their accounts every month and then ship the products to customers without them having to do it manually. No longer rely on them to remember.
- Payment plans for high-priced items: Customers may not be able to purchase high-priced items at once. Don't let this barrier stop you from making sales. Similar to Apple iPhone payment plan operation,And allow customers to pay in installments.
- Product bundling: If you have some products that people tend to buy together, please display them in a recommended way on the product page. For example: if you want to sell a photo, bundle it with the photo frame and display the price of both. (according toMcKinsey saidThis product bundling strategy is estimated to account for 35% of all Amazon sales and 74% of Netflix watches. )
6. Use A/B-tested call-to-action
A call to action is a simple button that tells the audience to do something. On the product page, it is usually the purchase-but it can also be other things, depending on the product itself. For example, you might have:
- If this is a high-priced item that they cannot buy on site, pleaseAdd to wish list
- ask a questionuseMessenger robotIf the product requires a long-term commitment
- Signed inIf the product is out of stock and the customer wants to know when the next one will be available
Have you noticed that those calls to action sound boring? Unless you have already decided to buy, the term "buy now" is not that convincing. The same goes for "Add to Wish List" and "Register".
Take some time to make sure the call to action on your product page is more persuasive. Remember: you want someone to actually perform what you ask of them. How can you convince them?
A simple trick is to include exactly what the customer has to pay. You don’t want them to arrive at the checkout and find that there is an additional charge on top of the price they see on the product page.
Some of the best e-commerce product pages (including outdoor voice) can do this well:
You also need to experiment with the size, color, and location of the call to action. Unfortunately, there is no "best practice". The most effective call to action depends on the personal target audience, interests and habits of the brand.
you can use itHotjar,ConvertFloworOf CrazyEggCall-to-action of similar tools to product pagestermPerform a separation test to find the best call to actionTerm combination.
Go ahead and generate the most actions (or sales) for each page.
7. Present social proof and recommendation
innormal consumerRead 10 product reviews before making a purchase decision.
If they are not on your page, they will go to a third-party review site. The only problem? When they are not on your website and in the directory, they may distract your competitors. Or forget to return to your site completely.
Include customer reviews on product pages so they don’t have to look for them. You can add them along with other trust-building elements:
- 5-star rating
- Awards you won
- Internet celebrity spokesperson
- Number of people who bought the product
- Product media coverage (ie "Forbes" selection)
Take a look at how Basecamp displays social proof on its product page:
"This is physical evidence that other people are holding the product, describing the function and quality of the product. This is the element that new customers buy from you," Bottom Line Cents Marco Baatjes explained.
"Social proofing of product pages is a great way to reduce customer concerns and an effective way to increase product conversion rates."
Add these elements to your product page immediately
LearnHow to buildConvertE-commerce siteNeeds trial and error. First, choose for your businessThe best e-commerce platform(Such as Shopify or WooCommerce), and then make sure that each product page on the e-commerce site contains the following seven elements.
SEO optimized meta tags will help you attract people to the page. High-quality images will show them what you provide. Product descriptions, pricing options, social proofs, and calls to action will convince them to buy your product.
Check your previous product page. Do they contain all these elements? If not, please go back and edit it. It is bound to affect your sales.
Learn how ManyChat can help you enhance your product page.
Source: https://manychat.com/blog/