5 Characteristics of a Highly Converting Product Page
This is what you did…
Employing the available technology, you created a high-end product page. According to you, the page promises to bring in potential customers, and hence, augment your fiscal numbers.
And, here comes the problem…
Even though you kept the phrase ‘what customer wants’ in mind while designing the page, it failed to live up to your sales’ expectations and customers’ ease of usage. Where is the loophole?
In an attempt to craft a competition-crushing page, this is what you should do:
First, understand there is no standard manual or one-size-fits-all book for creating a perfect landing page. It is because the needs and the nature of each business are different from those of others.
For example, if you deal in garments, having videos for each product works the best. However, if the same is for fashion accessories including videos seems unnecessary on the page. High-end images can work fine instead. Why make your site heavier with unnecessary flash content?
Second, every landing page has a different call-to-action, a different customer, and a different purpose. There is an incredible amount of variety in the audience, intents, purposes, perceptions, products, testimonials, shipping essentials, etc.
As we are talking about the landing page, there are certain characteristics that remain constant. We must learn from the highly converting pages as they have a lot in common. All you need to do is seize those characteristics and put them together on your desired sales page.
We did a little research and prepared a list of attributes for highly converting product pages. Without further ado, here they are.
Attribute 1: Video
When a customer is in the physical store, after selecting the products, he/she wants to try the outfit (consider it is a garment shop, for an instance) first and then proceed to the buying.
Video matters on your online shop for the same reason.
The customer is visiting your virtual shop that has a friendly interface, selects the product, and now comes to the trial part. So, it is here, where the high quality video fits in gently. The video that shows a model wearing the outfit with different styling tempts the customers more to proceed to the checkout.
It gives the buyer the ease of understanding and is known to augment the sales number by almost 9%.
Attribute 2: Images
In the process of searching, selecting, and then finalizing the product what works behind the scene is the feel and the touch of the fabric (or any other item).
This is easy and works best for brick-and-mortar stores. However, for a virtual store, to give the same experience, superior and multiple pictures that view the item from various angles and differing magnification are essential attributes. Having multiple pictures makes it easy for the user to connect with the item, and encourages to the right decision, i.e., completing the purchase. This is what the user expects — less perplexity and more indulgence.
Attribute 3: Images from Customers
This is new, but will work towards engaging more customers.
A healthy communication with the customer can be fruitful if you ask them to give something from their end. No, here we are not talking about filling the product feedback forms, instead asking for images of the products they have already bought from the store.
You can design a special section to place the best of the sent images with product page relevancy. This makes you and your product more trustworthy among new visitors while developing a friendly relationship with the existing ones. In either case, you will be rewarded with a saleable benefit.
Attribute 4: Ratings and Review
Have you ever wondered on what factor brick-and-mortar businesses ran prior to the advent of eCommerce?
Word of mouth of happy customers!
Yes, you already know this. But, when it comes to the online store, the same factor that counts for the good-will and popularity of the store is often understated. Ratings and reviews from the former customers is a critical attribute for your store. It is an essential decision-making element of the customer.
70% of buyers will read the reviews and then decide whether to purchase.
Attribute 5: Liberal Return policy
Shopkeepers keep saying that they guarantee the authenticity of the quality of every item sold by them and one can replace them in case of any damage. They say that in order to build trust in his products. It is the same with eCommerce stores.
Having a liberal return policy can bring customers back to your store and help in making the store a household name. It is important to mention the return policy clearly and visibly on the product page to avoid conflicts.
Offer customers live chat, email, and customer care call support options. If the buyer can talk to a representative for any product query, and in return receive a persuasive response, it can lead to a potential sale close.
How many characteristics you have employed for your product page does not matter. What is important is how many of them address the customer’s needs. Offer the customer service for happy shopping and happy conversion!
Keep in mind that your product pages are your unwavering wingmen to score your goal of conversions. Do not turn your customers away by not giving them adequate information to make a purchase decision.
We agree that in the eCommerce world, no two product pages are ever the same but the winning features are. To help eCommerce merchants, we have created a Perfect Product Page Test based on various attributes of a converting product page. Take the test now and get an additional complete report on what a perfect product page should have.
Originally published at www.targetingmantra.com on August 14, 2015.