Your products are your pride and joy, right? So, it makes sense to present them in the best possible light across all your channels. Creating the perfect product page is an essential part of making your products resonate with your customers and will lead them to believe that they must absolutely buy what you are selling.
Here are some simple product page hacks to increase your conversion rates by getting the right products in front of the right customers at the right time.
It’s Not One-Size Fits All
How many times have you bought a product in what you thought was your size only to find out it’s really not your size at all? Oh, the dismay! We’ve all been there and, seeing as incorrect product information accounts for 40% of returns (sizing issues being the main culprit here), making sure you, are clear on your sizing guidelines could help to drastically reduce the number of returns you receive.
If you‚ are selling products that fall into the XS, S, M, L, XL categories, give definitions of what each of those sizes actually correspond to. This is especially important if you sell over multiple regions as sizes will vary from country to country. Providing precise measurements will enable your customers to have an accurate idea of the size they need. If your products are being modelled, it‚’s always good practice to specify what size the model is, the height of the model and any other specific details that will help customers pick the size that’s right for them.
There’s no prouder moment than when one of your products gets a rave review. Naturally, you want to shout about it from the rooftops – and rightly so! Reviews are also a huge influence in the buying journey; research carried out by Brightpearl shows that 95% of consumers read reviews before making a purchase online so, making sure they’re readily available will boost your conversion rates.
In-depth product reviews give more value to your customers, especially if that review corresponds to the product they’re checking out on your site so, where possible, include product reviews on product pages, not just on your homepage or testimonial pages. It’s also a nice touch to add personal details of the person leaving the review i.e., size, age etc. as this enables your customers to relate to the product on a deeper level.
Who, What, Where & Why?
You know your products are the best, but do your customers know that too? Making sure your product pages have rich, descriptive content that helps customers understand who the product is for, what it should be used for and where it can be used is important.
What’s equally as important is letting them know why YOUR product is better than the rest. Here, you should be thinking about the pain and pleasure points of your customers: what problem are you solving and how? What will they gain from buying your product? What are the results they’re going to see? Creating these visions will get your customers thinking that they must absolutely buy what you’re selling pronto!
Giving options in terms of the amount of detail your customers are seeing in the product description also enhances the experience. For instance, provide summary data outlining the main features of the product and also give the option for the customer to see a more detailed product description if they wish.
Having product data sheets for technical products also adds that extra layer of detailed information or your customers, whether that be on or offline. One last point on your product descriptions is around locality: cater to your international customers needs by giving them the option to view the product descriptions in the language of their choosing.
A Picture (or Video) Is Worth a Thousand Words
It’s no secret that us humans process image and video much better than we do text. In a recent blog, we spoke about how product images and videos can massively improve the user experience and having a relevant number of high-resolution images (depending on the product type) gives your customer a true representation of what they’re buying. Product videos are also a great way of showcasing what your products look like in real life, as well as demonstrating how it can be used/worn.
Utilise as much variety as you can i.e., side and front shots, lifestyle shots 3D rotation views as this will not only improve your conversion rates, it’s also likely to improve your products listing on third-party marketplaces. Size comparison tools are also super handy because the customer then has a real-life example of how big the product is and whether it’ll suit their needs or not.
Any user-generated content you can include is also a really powerful way of not only presenting a product in an everyday scenario, but also reinforces the customers, relationship with the product. This is also a great way of making your existing customers feel special and valued. Win-win!
Making your customers feel special and valued can also be achieved with the use of hyper-personalisation. This takes personalisation to the next level by showing your individual customers content and imagery that will be of interest to them. This is done not just by using personal details, but also by looking at their entire browsing history, products they were previously interested in and what channels they’d been using. By tailoring their experience in a way that really speaks to them, you’re providing them with an unrivalled online experience.
Where’s My Order At?!
We know all too well the feeling of anticipation when we get that ‚your order has been dispatched email‚ you’re eagerly awaiting its arrival. Making sure your delivery information is made clear throughout the buyer journey can drastically reduce abandon basket rates, as this can be a turn off if the information is unclear, OR if it’s only highlighted at checkout.
A nifty trick to manage your customers‚ expectations is to include a tool that enables them to see for themselves when the earliest expected delivery date would be by entering their address. This way, they’ve got a clear idea of when they’ll have their products in-hand, which will likely increase conversion rates. With the current pandemic, it’s also worth offering a range of delivery options, such as:
- Click & Collect
- Curbside pick-up
- Buy online, pick-up in store
- Home delivery
- Locker systems (like Amazon)
Have you ever placed an order, only to later be informed that the product you’re after isn’t actually available? Frustrating to say the least and this makes for an online experience that leaves much to be desired. Competition is rife so, making sure you’re giving an unrivalled customer experience needs to be at the forefront of everything you do.
Having real-time information on stock levels not only offers reassurance to your customers, it can also create a sense of urgency which may push customers to the decision stage a lot faster which will likely increase your conversion rates.
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You have a customer browsing on your site so, while they’re browsing, creating opportunities to up-sell, all whilst providing an exciting customer experience, is a great way of increasing your average order values and can go towards reducing marketing spend. Creating product bundles or kits is an ideal way of doing this. Be informative and let your customers know there are complementary or similar products to the one they’re looking at, so they feel they’re being advised as opposed to being sold to.
A Final Pointer
When you’ve been looking through loads and loads of different product pages, it can sometimes be tricky to remember how you got to where you were or how to get back to a page you were previously looking at. By using breadcrumb navigation, your customers can easily navigate their way around your site and revisit previous sections, too.
Where Does PIM Come In?
A PIM will give you the power you to quickly make changes to your product pages thanks to powerful integrations and updating capabilities. The Pimberly Platform also has a DAM solution, enabling you to add as many images and videos to accompany your products as you wish. Your products are your pride and joy so, do them justice and create product pages that tell stories, bring your products to life and, overall, increase your conversion rates.