Your website marketing activities are geared to getting a qualified audience to your product pages, where typically the action you want to persuade a shopper to make is to click the ‘Add to Basket’ button. As such, your product pages are key to successfully converting visitors into customers.
In the first of this two part article we touched on the following ways to improve your product pages:
- Make the most of your copy
- Clearly present product options
- Use great looking product images
- Allow shoppers to zoom in on product pictures
- Improve presentation using models
- Keep the purchase process clear and simple
- Cross sell by promoting related items
In the second article we look at adopting best practice techniques, online technologies and purchase procedures that all work together in achieving the ‘perfect’ product page.
8. Clever Sub-navigation = Better Informed Shoppers
Provide shoppers with a generous amount of product information using tabbed product details. Including a simple but effective sub-navigation tool enables your customers to get a greater level of product detail without having to leave the page.
9. Encourage User Reviews
Publishing user reviews is a great technique for not only presenting the strengths of each product in a very practical way, but also presenting your store as a trustworthy e-tailer enabling shoppers to make informed decisions.
10. Realise the Power of Video
Becoming more mainstream – and for good reason – video is an excellent way to demonstrate a product, review its performance or simply wax lyrical about the best selling points.
11. Share Product Insights – and Your Expertise
Product demonstrations, by video or slideshow are a great way to help your shoppers make an educated decision while at the same time build trust with the buyer as you present yourself as someone who ‘knows their stuff’.
12. Feature Media Reviews
Continuing on this theme, seek out popular media reviewers and publish or link to their product presentations.
13. Remove the Risk
One of the biggest obstacles to overcome with online shoppers is the perceived risk of making that first purchase with an unknown online entity. Publishing a clear and up front warranty, shipping terms and returns policy from your product pages is a great way to put minds at rest.
14. Enable Social Sharing
Last but by no means least, make it easy for shoppers to share your pages across social media sites. People are always keen to tell friends and family of a great purchase or an outstanding shopping experience, so make it easy for them by including ‘like’ buttons and visible social share buttons.
In conclusion, your product pages are key to successfully converting visitors into customers, so time spent honing them is time well spent. If you would like to review the effectiveness of your product pages, please call 01454 261111.