Attracting customers to your shop and ensuring they leave with a purchase are two very different things. The same is true when it comes to shopping online. If you’ve been generating a lot of online traffic but customers aren’t converting, there may be something missing in your funnel.
Watching customers come and go without making a purchase can be frustrating to experience as an online store owner. Chances are that you’ll begin to think that maybe, just maybe the problem is with your products. Perhaps they just are’t as in-demand as you think they are!
But have you ever taken a look at your product pages?
Any good product pages must contain all the essential elements (product details, copy, and page design) tastefully arranged in such a way that attracts users to stay on the page and encourages them to perform your desired actions. Anyone viewing the page should have enough information to feel confident in making a purchase.
Easier said than done, right? Even if you aren’t well-versed in product page optimization, we have five tips that are sure to help boost your sales!
1. Make your call-to-action (CTA) crystal clear
In your product pages, your objective is to make your customers hit the “Add to Cart” or “Buy” button. As an eCommerce store, these buttons are of high importance so you must make sure that they’re clear and conspicuous.
There should be no question as to where your CTA is, so make sure it’s in a place where it can be easily seen and conveniently accessed by your visitors.
2. Invest in great product photography
The good thing about eCommerce stores is that you do not need to worry about the high overhead of retail space.
The challenge is that you need to find a way to showcase your products in such a way that encourages visitors to buy them even if they cannot see, touch, taste, or try them in real life.
Invest in great product photography to capture the beauty and details of your product as much as possible. Additionally, remember that low-quality photographs can harm your online store’s reputation because visitors can easily associate it with the quality of your products themselves.
3. Provide enough product information to your customers
Since your customers are not able to see your product with their own eyes, it may take them more convincing before they make a purchase. After you have secured high-quality pictures for your products, you must also write a compelling product description.
Communicate the value behind your product and all the hard work that went into it. Do not assume that your customers can know what you know just by reading the label. Add sufficient information to help them decide whether your product will be truly helpful to them or not.
4. Speak—don’t sell—to them
A lot of sellers and business owners fall into the trap of selling to their visitors by composing long and boring blocks of paragraphs in their product pages. While this is inevitable especially if you’re on the first stages of your draft, always check your content first before publishing it.
Don’t be robotic; be human! You will never get the chance to keep your visitors engaged and encourage them to make a purchase if you don’t invest the time and energy to speak to them. Use your branding and study the behaviour of your target market to come up with a voice that will resonate with them.
5. Show your proof
To seal the deal, add social proof to your product pages. This can include photos from Instagram as well as testimonials on social media shared by your previous customers. This gives visitors an idea of your service and helps build their trust, which is an important factor in eCommerce marketing.
Conclusion
Crafting a product page is more than just adding pictures of your product, labelling it, and adding the price. While this can work during the early stages of your online store, you will never be able to scale your business unless you put time into developing your product pages.
If you’re ready to take your eCommerce business to the next level, get in touch with Dab Hand Marketing! We’re experts when it comes to digital marketing in the UK, and we’re always ready to help businesses like yours achieve your goals.
