It is common for stores to prioritize marketing efforts over optimizing store conversion. According to Internet Stats & Facts by Website Setup, “for every $92 spent on generating traffic and getting customers, only $1 is spent on converting them.” But while increasing traffic to the store is important, a low percentage of converting them means wasting marketing efforts.
We believe it’s important to focus on conversion first, and there are many inexpensive modifications that can yield great gains. This article will provide 5 design ideas that can help you increase the conversions on your product pages to generate higher revenue.
1. Provide complete product information to build trust and confidence
For online shoppers, knowledge of the product and trust in the brand is one of the most important buying incentives. The following four elements must be fully presented on the product page so that customers can purchase your products with confidence.
- Clear media presentation: Use photos or videos to present the style, size, color, and texture of the product, so that consumers can understand what they are buying at first glance, and will not have a big disappointment when they receive the actual product. You can even experiment with things like AR or 360 product photos.
- Complete size Information: Give consumers accurate size information so that they can confirm that they are getting the correct size without trying it on. A size recommender like Kiwi Sizing is a good way to give your customers more confidence to buy.
- Specify your return policy: If you offer free returns, make that clear. Let consumers clearly understand your return and exchange policy, including shipping cost measurement, returnable days, return methods, etc., all of which reduce the purchase friction.
- Show payment and shipping options: Once consumers know about the payment and shipping options, which are workable for them, it is easier to decide if they want to buy from this online store. What can further help especially if the ticket price is on the high end is offering “buy now, pay later” from payment companies like Affirm.
2. Display your product reviews
Statistics from iPerceptions show that consumers are over 60% more likely to buy a product that has product reviews. Consumers also trust reviews and photos shared by previous buyers more than the merchant’s description, because of the perceived legitimacy. What’s even better is offer more advanced product review like including UGC (user generated content) photos and even ask more structured questions like what the fit is, and so you can display aggregated opinions on the product.
3. Set up product up-sells & cross-sells
Up-sell’s concept is to get a customer to buy a premium version of the same item and spend more money. By providing recommended products on the product page, it is easy for consumers who have already decided to place an order to add more items as a set. The upsell strategy can also be used in combination with other promotions, such as free shipping or buy X get Y discount, to encourage consumers to spend more at once.
4. Emphasize promotion campaigns
Don’t wait until they get to the checkout page to tell your customers what offers are available. Along with site-wide promotions, product or category promotions should also be clearly stated on the product page. By providing consumers with discount percentages, event duration, and ways to participate in the campaign, it can generate a sense of urgency and urge them to complete the purchase quicker.
For example, you can set a countdown timer on the product page, so consumers will be able to make quicker purchase decisions for fear of missing out on the offer.
5. Make your Call to Actions stand out
Call to actions (CTA) is like a calling for customers to take actions right here and right now. On your product page, it usually means the “buy” or “add to cart” button. By making the button outstanding, shoppers can easily be attracted and do what you are expecting. You can do different experiments with different colors or shapes, and make sure it is contrasting with other elements on the page.
One thing regarding adding product to cart is experimenting with dynamic cart versus bringing people to checkout directly. You can also experiment with 1 click buy, which skips the cart step completely and is a common tactic used on Amazon.
One more thing! Don’t forget to create a mobile landing page
You should create an optimize mobile site for your store because most of the shopping activity today happen on mobile. “According to Shopify’s statistics as of Q3 2019, mobile traffic accounted for 81% of the total traffic of Shopify stores and 71% of orders also came from mobile devices.” Also, Google has gradually shifted its focus on mobile sites and encouraged every site should be mobile-first.
To have a well-designed mobile landing page, you need to pay attention to the following points when planning：
- Videos are not good for the mobile experience since they require a lot of data.We recommend turning off video auto-play on mobile devices.
- Be sure your content is easy to read and images are not cut off on mobile devices.
- Buttons are big enough to click. User behaviors are quite different from desktops and phones. When a button can be easily clicked with a mouse on a computer, it may need to be enlarged X times on a mobile interface to allow finger clicks.
- Clean layout and structure make a big difference. Mobile screens require better prioritization of your content as you can’t display everything at once. It is best to simplify the layout and structure and set up clear CTAs so that consumers can understand in a split second.
We hope this article can give you a few new ideas on optimizing your product page conversion. When it comes to better customizing the product page, espcially on Shopify, we highly recommend using PageFly, which is the leading Shopify product page builder, to customize your product pages.
PageFly’s features include displaying reviews and upsells information on the page, and its system allows users to easily manage all product pages and apply these settings to different pages without having to repeat the same task multiple times. Integrating third-party apps such as Loox, ReCharge, or Judgeme can also be done easily. Using PageFly, it is a lot easier to create a high converting product page, which can save you time and energy to focus on other part of your business.
Lastly, we want to also mention that no matter what product page tweaking you’re doing, we highly A/B test the changes so you can really pick a winning combination with statistical confidence to back it up.
Interested in more eCommerce tips? Check out these blog posts:
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Kiwi Sizing is an e-commerce plugin to help solve the sizing problems for online shopping. Over 40% of online clothing returns are due to sizes. Kiwi Sizing is designed to make sizing easy by offering stylish size charts and easy-to-use fit recommenders that let shoppers know what is the best size to purchase. We help improve conversions, cut down on returns, and lower the needs for customer support.
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