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IfÌýyou’ve got website traffic, it’s because you put inÌýtheÌýwork toÌýmake itÌýhappen. You found aÌýgood product. Set upÌýyour store. Figured out social media ²¹²Ô»åÌýsearch engines. And probably aÌýwhole lot more. And after all that hard work, you don’t want shoppers toÌýleave your store empty-handed.

SoÌýwhat doÌýyou doÌýwhen website traffic isÌýgrowing, but your sales aren’t? Well myÌýfriend, you’ve come toÌýtheÌýright place.

We’ve spent years studying product pages toÌýunderstand what makes visitors convert, ²¹²Ô»åÌýweÌýcan’t wait toÌýshare that learning with you. Read onÌýtoÌýdiscover simple product page changes you can make toÌýimprove your website conversion rate.

Struggling toÌýget traffic toÌýyour store? Check out 12Ìýways toÌýmake your first sale ´Ú´Ç°ùÌý²õ´Ç³¾±ð pro-tips onÌýdriving website traffic.

Before Your Start: Understanding Conversions

AÌýconversion isÌýaÌýspecific customer action onÌýyour website that’s considered valuable toÌýyour business. For example, aÌýclick onÌýtheÌý“Add toÌýCart” button, aÌýsubscription toÌýyour newsletter, orÌýaÌýcompleted purchase. SoÌýmeasuring conversions allows you toÌýsee how effective your product pages are atÌýencouraging those desired actions.

InÌýmathematical terms, theÌýconversion rate isÌýtheÌýnumber ´Ç´ÚÌýdesired actions onÌýtheÌýwebpage divided byÌýtheÌýtotal number ´Ç´ÚÌývisitors. SoÌýifÌýyour product page receives 100Ìývisitors per day ²¹²Ô»åÌý10Ìý´Ç´ÚÌýthem purchase theÌýproduct, theÌýconversion rate ´Ç´ÚÌýthat page would beÌý10%.

AÌýconversion can refer toÌýanyÌýaction that contributes toÌýtheÌýultimate goal ´Ç´ÚÌýyour websiteÌý— from adding products toÌýcompleting aÌýpurchaseÌý— ²¹²Ô»åÌýsite owners will generally identify several conversion factors toÌýmeasure.

ToÌýunderstand whether your product page needs improvement, measure its conversion rate against theÌýaverage conversion rates forÌýstores inÌýyour niche. ToÌýdoÌýthat, you’ll need Google Analytics (the most popular free tool forÌýtracking website data). IfÌýyou’re anÌýºÚÁÏÃÅ merchant, you can check out our article toÌýlearn . IfÌýnot, .

With Google Analytics reports, you’ll get information about your customers’ behavior, like how many people visited your store, how many ´Ç´ÚÌýthem completed aÌýpurchase, ²¹²Ô»åÌýifÌýnot, what pages they visited last before they left. With this information, you’ll beÌýable toÌýsee what pages you can ²¹²Ô»åÌýshould optimize toÌýincrease your overall conversion rate.

For another interesting look atÌýyour website performance, you can use tools like toÌýcreate aÌýheat map, which isÌýaÌýgraphical representation ´Ç´ÚÌýwhere your visitors click, move, ²¹²Ô»åÌýscroll onÌýyour website.

Heat maps are great forÌýunderstanding things, like:

• Which product photos visitors click theÌýmost
• How far down theÌýpage visitors scroll
• And whether orÌýnot visitors notice important details, like free shipping offers, security badges, ²¹²Ô»åÌý“Buy” buttons.

Understanding inÌýyour store ²¹²Ô»åÌýinteract with product pages can offer valuable insight toÌýimprove conversion rates.

How toÌýIncrease Conversion Rates onÌýYour Product Pages

OnÌýanyÌýproduct page, your goal isÌýtoÌýprovide customers with enough information toÌýmake anÌýinformed decision about purchasing your product. AÌýproduct page should showcase your product, explain why it’s great, ²¹²Ô»åÌýprovide evidence toÌýback itÌýup.

Here are some key tips toÌýkeep inÌýmind when creating aÌýproduct page:

1.ÌýSet aÌýcompetitive price

With theÌýadvent ´Ç´ÚÌýbrowser plugins like , online shoppers can compare prices from different stores inÌýanÌýinstant. Knowing what similar orÌýalternative products are selling forÌýwill help you set your prices competitively toÌýincrease conversion rates.

OfÌýcourse, lower prices aren’t always theÌýright answer. Underpricing your items can make your product more widely affordable, but itÌýmight also give theÌýimpression that your products are inferior toÌýhigher priced options. Conversely, higher prices can give theÌýimpression ´Ç´ÚÌýbetter quality, but itÌýcan also deter thrifty shoppers looking forÌýtheÌýbest deal. SoÌýtheÌýmost competitive price isÌýtheÌýone that aligns most closely toÌýwhat your target audience desires ²¹²Ô»åÌýexpects.

ToÌýdetermine theÌýright pricing strategy forÌýyour store:

• Define your target audience ²¹²Ô»åÌýdevelop customer profiles
• Study competitor prices
• Then test aÌývariety ´Ç´ÚÌýprices toÌýchoose aÌýstrategy that will allow you toÌýposition your store competitively while maintaining profitability.

ToÌýmake things aÌýlittle easier, take aÌýlook atÌýsome ´Ç´ÚÌýtheÌýmost common pricing trends. And remember toÌýdoÌýyour homework byÌýchecking inÌýwith your competition regularly.

More: 3Ìýµþ³Ü±ô±ô±ð³Ù±è°ù´Ç´Ç´Ú E-commerce Pricing Strategies toÌýConsider forÌýYour Online Store

2.ÌýState your value proposition

AÌývalue proposition isÌýaÌýsummary ´Ç´ÚÌýwhy people should buy your products ²¹²Ô»åÌýservices over another. Your value proposition should beÌýspecific, memorable, ²¹²Ô»åÌýunique toÌýyou. InÌý1-2Ìýshort sentences, shoppers should beÌýable toÌýunderstand how your store differs from your competition ²¹²Ô»åÌýwhat makes your store theÌýright choice forÌýtheir specific needs.

Usually aÌývalue proposition isÌýplaced onÌýtheÌýhomepage ´Ç´ÚÌýyour website, like inÌýyour store description orÌýreflected inÌýyour brand’s tagline. However, your product pages might also benefit from theÌýinclusion ´Ç´ÚÌýyour value proposition. InÌýyour product description ,Ìýyou can explain what benefit your product provides toÌýcustomers ²¹²Ô»åÌýwhy noÌýone else can doÌýthat product orÌýservice quite like you. However you choose toÌýsay it, make sure it’s simple ²¹²Ô»åÌýconcise.

More: How toÌýCreate aÌýStrong Value Proposition forÌýYour Online Store

3.ÌýInclude multiple high-quality images

The product picture isÌýtheÌýfirst thing that catches shoppers’ attention. According toÌýClickz, it’s also theÌýlongest-viewed element onÌýtheÌýpage. People spend about 20% ´Ç´ÚÌýtheir total time onÌýproduct pages reviewing product images, soÌýit’s important toÌýinvest max effort into acquiring great product photography.

When shopping online, customers can’t physically interact with aÌýproduct, soÌýproduct images are essential toÌýdetermining ifÌýaÌýcertain product isÌýright forÌýtheir needs. Every product page should feature high quality ²¹²Ô»åÌýaesthetically pleasing images that showcase theÌýproduct from aÌývariety ´Ç´ÚÌýdifferent angles ²¹²Ô»åÌýinÌýaÌývariety ´Ç´ÚÌýdifferent use-cases.

IfÌýyou’re new toÌýproduct photography, check out our blogs onÌýhow toÌýtake beautiful product photos asÌýwell asÌýhow toÌýavoid some ´Ç´ÚÌýtheÌýmost common product photography mistakes, like bad lighting ²¹²Ô»åÌýdistracting backgrounds.

More: Where toÌýFind Models forÌýYour Fashion Brand

4.ÌýTry 3DÌýproduct models

´¡Ìý´Ú±ð·É high-quality images might beÌýenough toÌýgive shoppers aÌýgeneral sense ´Ç´ÚÌýyour product, but that doesn’t mean that’s all you canÌý—orÌýeven shouldÌý— do.

The more customers can see ´Ç´ÚÌýyour product, theÌýbetter. SoÌýblow your customers away with 3DÌýproduct models. Not only will they let shoppers see your products from every possible angle, but they’ll also help you stand out from your competitors, which isÌýessential toÌýimproving conversion rates.

5.ÌýAdd cinemagraphs

Сinemagraphs are photos with one orÌýmore moving elements. The animated pictures have aÌýsurprise element which makes people stop ²¹²Ô»åÌýstare.

Cinemagraphs aren’t aÌýnew trendÌý— inÌýfact, they’ve been around inÌýsome form orÌýanother since 2011Ìý— but surprisingly, very few websites actually use them (probably because they don’t know how toÌýget one). Now, they may look complicated, but don’t beÌýintimidated: check out our blog toÌýfind out how toÌýDIY your very own cinemagraph.

6.ÌýAdd aÌýproduct video

Videos are aÌýhelpful way toÌýlet customers experience your products before they buy. Videos are useful when you need to:

• Show products inÌýaction,
• OrÌýeducate customers onÌýhow toÌýuse aÌýproduct.

Consider Playtronica forÌýaÌýsecond. Playtronica sells unique productsÌý— playtronsÌý— that allow customers toÌýplay music onÌýanyÌýsurface. IfÌýsomeone sees their products forÌýtheÌýfirst time, they probably won’t know how toÌýuse them. SoÌýPlaytronica uses video toÌýdemonstrate toÌýcustomers exactly what their products doÌý²¹²Ô»åÌýhow they work. Without aÌýgreat video toÌýcommunicate theÌýunique benefits ´Ç´ÚÌýtheir products, itÌýwould beÌýdifficult forÌýPlaytronica toÌýsell their unique products successfully.

Here’s how toÌý inÌýyour ºÚÁÏÃÅ store.

7.ÌýMake prices more attractive

Nothing drives sales quite like aÌýdeal. SoÌýhere are some tips onÌýhow toÌýuse salesÌý— orÌýtheÌýappearance ´Ç´ÚÌýoneÌý— toÌýincrease conversion rates inÌýyour store.

• Set . Even aÌýsmall discount can positively influence customers’ decisions toÌýbuy. InÌýºÚÁÏÃÅ stores, products with sale prices get aÌýspecial label toÌýimmediately lure customers’ eyes, which inÌýturn, helps toÌýincrease your website conversion rate.
  

  
  Just Saiyan Gear makes their sale prices more prominent with aÌýcontrasting label
  

• Create Ìý— Let’s say you sell aÌýproduct forÌý$10. With bulk discounts, ifÌýaÌýcustomer buys five items, you might drop theÌýprice per item toÌý$9. SoÌýtheÌýmore they buy, theÌýmore they save. Win-win.
• Allow installment paymentsÌý— Installment payments are particularly effective ifÌýyou sell expensive products that can beÌýdifficult toÌýafford outright. Maybe you sell handmade wooden chairs forÌý$400ÌýaÌýpiece. AÌýlump $400Ìýpayment might beÌýtoo much ´Ú´Ç°ùÌý²õ´Ç³¾±ð shoppers, but anÌýoption toÌýmake four monthly payments ´Ç´ÚÌý$100Ìýcould beÌýjust theÌýright incentive toÌýget that purchase over theÌýline.
• Set upÌýaÌý ifÌýyou sell toÌýmultiple countries. IfÌýforeign shoppers can see prices inÌýtheir native currency, itÌýwill beÌýmuch easier forÌýthat shopper toÌýmake anÌýinformed purchase decision quickly.

8.ÌýDisplay theÌýnumber ´Ç´ÚÌýproducts inÌýstock

Create scarcity ²¹²Ô»åÌýmake your products more desirable byÌýdisplaying anÌýinventory level indicator onÌýyour product pages. Bonus: you won’t have toÌýdeliver theÌýbad news toÌýcustomers when aÌýproduct runs out just asÌýthey’re about toÌýbuy.

9.ÌýShow shipping options

IfÌýyour shipping isÌýfast and/or free, don’t neglect toÌýshout itÌýfrom theÌýrooftops onÌýyour product pages.

Messages like, “Order before 3:00Ìýpm, ²¹²Ô»åÌýget itÌýtomorrow,” can goÌýaÌýlong way toward encouraging shoppers toÌýconvert.

And ifÌýyou’ve got aÌýfree shipping offer, you can add aÌýribbon toÌýyour product page toÌýmake sure shoppers don’t miss itÌýwhen they’re browsing.

10. Add live chat toÌýyour store

Does live chat increase conversion rates? Yes, ²¹²Ô»åÌýexperts .

Shoppers ask anÌýavalanche ´Ç´ÚÌýquestions about products, shipping, payment, ²¹²Ô»åÌýmore. The easier you are toÌýcontact, ²¹²Ô»åÌýtheÌýfaster you can respond, theÌýmore trustworthy you’ll appear asÌýaÌýseller. And that trust can have aÌýdirect impact onÌýaÌýshopper’s decision toÌýpurchase.

Add live chat toÌýyour website toÌýlet customers message you right from your product pages ²¹²Ô»åÌýget answers inÌýreal-time toÌýtheÌýquestions affecting their likeliness toÌýconvert. The fastest way toÌýadd aÌýlive chat toÌýanÌýºÚÁÏÃÅ store isÌýbyÌýconnecting your store toÌýFacebook Messenger:

• Messenger isÌýone ´Ç´ÚÌýtheÌý, which means most shoppers will already know how toÌýuse it.
• Conversations are saved inÌýFacebook Messenger’s inbox, soÌýyou won’t miss important messages ifÌýyou’re offline when aÌýcustomer reaches out toÌýyou.
• And you can even add Facebook Messenger live chat toÌýyour store inÌýjust aÌýcouple ´Ç´ÚÌýclicks.

11. Provide theÌýright personalization options

When talking with our support team about ways toÌýincrease conversion rate, they told usÌýaÌýstory about anÌýºÚÁÏÃÅ merchant who reached out toÌýtheir team because his store didn’t have anyÌýsales. HeÌýwas selling shoes, ²¹²Ô»åÌýwhile heÌýcould see traffic was coming in, heÌýwasn’t getting anyÌýreal conversions. Upon further investigation, theÌýsupport team discovered that his product pages didn’t have anÌýoption toÌýselect shoe size. Interested customers were leaving his website because heÌýhadn’t set upÌýcustomization options.

IfÌýyou sell products that offer aÌývariety ´Ç´ÚÌýconfigurations, make sure toÌýinclude that inÌýyour products’ pages byÌýoffering customers theÌýability toÌýcustomize their purchase, forÌýexample choosing theÌýsize, color, pattern, orÌýmaterial. IfÌýyou’re onÌýanÌýºÚÁÏÃÅ store, you can set this upÌýeasily with theÌýhelp ´Ç´ÚÌý ²¹²Ô»åÌý.

Don’t forget toÌýadd pictures ´Ç´ÚÌýyour various options toÌýyour product pages. For example, ifÌýyou sell t-shirts inÌýmultiple colors, make sure you show your customers what those t-shirts looks like inÌýeach color. Don’t leave anything toÌýtheÌýimagination. The more informed your customer is, theÌýmore likely they’ll beÌýtoÌýconvert.

12. Add evidence

One ´Ç´ÚÌýtheÌýways toÌýincrease conversion rate onÌýaÌýproduct page isÌýtoÌýdemonstrate that your store isÌýtrustworthy. Buying online can beÌýscary because it’s impossible toÌýinteract with aÌýproduct before placing anÌýorder. SoÌýit’s your job toÌýmake your customers feel secure while they shop. ToÌýdoÌýthat, customers need toÌýknow that theÌýproducts they’re buying are high quality ²¹²Ô»åÌýeasy toÌýreturn. Here are some elements that will help toÌýcommunicate that:

• return &Ìýrefund policy
• warranty period
• product certificates ²¹²Ô»åÌýquality labels, bestseller marks
• safety precautions
• reviews, testimonials, ²¹²Ô»åÌýcase studies
• FAQ

13. Add emotions

AÌýwhile back, researchers case studies from 1,400Ìý´Ç´ÚÌýtheÌýmost successful advertising campaigns over theÌýlast 30Ìýyears. They compared two types ´Ç´ÚÌýcampaigns: those that relied onÌýemotional appeals ²¹²Ô»åÌýthose that relied onÌýrational information. What they found isÌýthat theÌýcampaigns that relied purely onÌýemotion performed twice asÌýwell asÌýthose based purely onÌýrational information.

We’re all only human. And asÌýmuch asÌýweÌýlike toÌýpretend that weÌýmake all our decisions logically, more often than not, emotion plays aÌýbigger part than we’d care toÌýadmit. SoÌýit’s important toÌýmake your product page appeal toÌýemotions asÌýwell asÌýlogic. Opt forÌýlively pictures ²¹²Ô»åÌýwords that make customers react: laugh, beÌýsurprised, pause toÌýthink, etc. IfÌýyou use pop-ups orÌýbanners, this applies toÌýthose too.

14. Test different page layouts

The design ´Ç´ÚÌýyour product page also plays aÌýrole inÌýconversions. For example, aÌýwide layout , while contrasting elements can attract interest (that’s why call-to-action buttons should use colors that contrast with your website background).

One ´Ç´ÚÌýtheÌýmost popular frameworks forÌýdesigning aÌýweb page isÌýtheÌý. The Áª¹ó´Ï-±è²¹³Ù³Ù±ð°ù²Ô ´Ç´ÚÌýweb-design isÌýbased onÌýtheÌýfact that users tend toÌýread content inÌýanÌýÁª¹ó´Ï-±è²¹³Ù³Ù±ð°ù²Ô when browsing aÌýweb page. While this pattern isÌýaÌýgreat starting point, don’t forget toÌýtest multiple layouts toÌýfind theÌýdesign that best resonates with your specific audience.

15. Use images ´Ç´ÚÌýpeople

Fun fact: According toÌýInstagram researchers, , based onÌýaÌýstudy ´Ç´ÚÌýmore than 1Ìýmillion Instagram photos. More interestingly, theÌýnumber, age, ²¹²Ô»åÌýgender ´Ç´ÚÌýtheÌýfaces inÌýtheÌýphotos didn’t impact theÌýlikelihood ´Ç´ÚÌýreceiving likes. So, when itÌýcomes time toÌýadd images toÌýyour product pages, opt forÌýphotos with people.

Now, this isÌýprobably obvious ifÌýyou sell clothes orÌýfashion accessories, but other stores can benefit from this insight asÌýwell. Showing how people interact with your products can also help educate customers onÌýyour products’ use-cases.

16. Offer more payment methods

One ´Ç´ÚÌýtheÌýmost important steps toÌýimproving conversion rates online isÌýmaking theÌýpurchase process easier forÌýyour customers. While some shoppers prefer toÌýpay with aÌýcard, others might use PayPal. IfÌýyou’re not sure how your various customer segments like toÌýpay forÌýpurchases online, itÌýmight beÌýaÌýgood idea toÌýset upÌýaÌýquick poll. The more you know about your customers’ preferences, theÌýbetter equipped you’ll beÌýtoÌýcreate aÌýproduct page that increases conversions.

Pro tip: Don’t wait until checkout toÌýshow your customers your payment options. Add icons orÌýmessages about popular payment systems like PayPal ²¹²Ô»åÌýAfterpay orÌýlogos forÌýbank cards like Visa ²¹²Ô»åÌýMastercard. And ifÌýyou , some icons will display onÌýyour product pages automatically.

17. Keep itÌýsimple

It’s common advice, but one far too many websites fail toÌýapply: keep itÌýsimple. InÌýaÌýbrick-and-mortar store, shoppers can usually find their way toÌýtheÌýproducts ²¹²Ô»åÌýcash register fairly easily (hopefully). It’s when things get complicated that people start toÌýhead forÌýtheÌýparking lot. Online stores should strive forÌýaÌýsimilarly intuitive experience.

Too many ads, too many buttons, too many steps toÌýplace anÌýorder ²¹²Ô»åÌýyour customer’s attention will ultimately beÌýdrawn away from theÌýpurchase you’re trying soÌýdesperately toÌýget them toÌýmake. IfÌýyou want toÌýimprove your website conversion rate, don’t distract customers with anything but what you need toÌýget them through theÌýcheckout process.

Upgrade Product Pages toÌýIncrease Conversion Rate

Following this guide will clear aÌýpath between your customers ²¹²Ô»åÌýtheir purchase. You’ll likely see anÌýincrease inÌýtime spent onÌýpage inÌýaddition toÌýgrowth inÌýthose all important conversions.

IfÌýafter implementing this guide, you still haven’t seen anÌýincrease inÌýconversions, you may need toÌýattract higher quality website traffic, i.e. anÌýaudience that actually needs your stuff. Make conversion-optimization anÌýongoing process, but don’t tie yourself toÌýwhat you’ve read here. Keep testing ²¹²Ô»åÌýfinding what works forÌýyour store, ²¹²Ô»åÌýwith aÌýlittle determinationÌý— ²¹²Ô»åÌýmaybe aÌýfew cups ´Ç´ÚÌýcoffeeÌý— you’ll beÌýonÌýyour way toÌýimproving conversion rates inÌýnoÌýtime.

Ìý

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