Truth be told, eCommerce is a fickle world, what matters most is giving good first impressions. This is the first and final pitstop where your customers decide to either buy from you or leave the store. Ironically this crucial stage of the sales funnel is often undervalued. Well, this is something familiar; if your product page cannot make an impact or allure your clients, it can also dissolve your consumer base in time. Visitors who check out your WooCommerce store expect a simple, clean cut and user-friendly shopping experience. The literal goal for any e-store owner is to give the customer the most accurate information to guide them to buy the product and help them understand how it works.
A well-designed product page is a hook, line, and sinker needed to convert visitors to paid customers and, ultimately, repeat customers. According to Kristina Allen, Director of Marketing at PowerReviews,
“Your product pages should provide not only information about your products but also instill confidence and trust in your brand. By creating a user-friendly experience that’s easy to navigate and understand, you can build a strong relationship with your customers.”
While as online store owners, we tend to prioritize the homepage, checkout page, landing page or tweak every other element on the website. So, no matter how great your product may be, leverage it strategically to create a bridge between your store and your customers, or else it’s like spilled milk.
Start with the Groundwork: eCommerce Product Page Analysis
Make it a habit to analyze your product page from time to time. Checking and identifying the elements that require tweaking is a quintessential step you should take to level up your product page. If you have set your primary goal to ensure that your consumer gets a good user experience while browsing through your store. The first thing you should do is analyze, identify, and understand the customer’s needs while they are in your store.
Set a checklist that ensures your e-commerce product page:
- Check how fast it loads
- Does the product page design impact and interact with your customers at the first glance
- Have you given clear and adequate information that can guide the user to buy the product from your store?
- Is your product showcased creatively, with high-quality product photos and product descriptions?
- Tell your brand story to your customers.
- Include persuasive and engaging copy that grabs and holds the customer’s attention.
Do you provide an effective customer experience?
Now if none of these checks out, then you should consider optimizing your e-commerce store.
Including High-Quality Product Images Is a Worthy Investment
If you walk into an e-store, product photographs are the first and foremost thing you will check out before anything. A common problem for every shopper when it comes to online shopping is needing to be able to touch, feel or examine it before actually buying the product. To tackle this serious problem, stores usually set up a product photo which can create an influence among visitors and make them keep coming back for more.
Product photography always plays an important role in a store’s storytelling. Seeing well-lit, high-quality images of your product placed in the right way can pull in customers just like a moth to a flame. They can either create an impression that makes them stay or make them take their business elsewhere. Just don’t stick to one photo alone, throw in multiple shots from different angles, a 360 shot, or maybe a video so that they can take in every single detail of your product. Adding in the right amount of images can intertwine and create a story that can help consumers understand and visualize the product before they purchase.
When it comes to building trust with a product and brand, the right number of images in your gallery can make all the difference. By improving the usability and navigability of your website, these pictures can help your customers feel more confident about buying from you. So, it’s important to carefully consider how many images to include in your gallery in order to create the best possible user experience.
Personalize Your Product Page Personalisation With Add Ons.
When purchasing a product, individuals typically examine specific aspects of the item. Ideally, most customers look for customization options for the product they want to purchase. See, if you own an online pizza store, obviously, the customers tend to check out what sizes are available, the bread options, the sauce and topping options, and lastly, if there are extra add on.
Now, these fields can be added via WooCommerce. Yes, it does give you the option, but they would give you a basic set of functionality. Because of the lack of customization, you will be among the thousands of carbon copy sites in terms of design. Therefore, when building or customizing your website, it’s advisable to use add-on plugins. To achieve this, I highly recommend using the WooCommerce Extra Product Option by Themehigh.
WooCommerce Extra Product Option by Themehigh offers a diverse range of customization options for product pages. In addition to the ability to add extra product fields, the plugin also provides an overall customization feature that allows you to incorporate various elements such as text, passwords, labels, headings, and price types into your product page.
Enhance Customer Experience via Compelling Product Descriptions
A primary motivation for writing a compelling product copy for a website is simple, it’s to answer this important question.
How can I describe this product in a way which can grab the customer’s attention?
It is widely known that people buy solutions rather than products. No matter how absurd this sounds, customers for decades have been pulled toward products that benefit them. Mark my words, the best way to pull in your customers is, rather than selling features, to go ahead and sell benefits. I advise you to try different writing styles and tones for your customers and find the one that works best for your consumer. Keeping it simple, light, clear, easy to read, and to engage with your clientele is quintessential.
The basic guideline set for any product page is to have a relevant title, price, features, components, materials, care instructions, size, dimensions, capacity, and brand info. When you highlight your product page content, see to it that you set the tone as polite, engaging, and personalized as possible. Intricating and creatively weaving your product description can tell your customers why they should buy from you. Optimizing your eCommerce product page is vital in helping you rank higher in SERPs.
When it comes to improving e-commerce conversions, the call-to-action (CTA) on each product page is a crucial factor to consider. To maximize the effectiveness of the CTA, it should be clear, prominent, and easily understandable for potential customers. Therefore, pay close attention to this element to ensure the best possible outcome.
Yes, every single time coming up with creative and unique product descriptions every day can be very tiring. But all you have to do five things.
- Make sure your product descriptions are sweet, short, and crisp.
- Your copies should speak about your brand
- Optimize product page content with trending keywords
- Improve readability with clear content structure, headings, and bullets.
- Incorporate specifications that are relevant.
A clean and clear product description can connect to your consumer base, this is an impeccable way to show your relevance and what makes you the best among others.
Growing Your Website’s Credibility with Trust Badges
You want to show that your website is a reliable and trustworthy site, trust badges does the job. Trust badges usually associate your business with other reputable companies and boost your site. This can create an easy image that you are reliable and here to do some serious business notion to your consumers. On a website, it’s common to place badges below the call-to-action. This placement aims to highlight the product or service as the primary focus, while the badges take a secondary role in providing additional information or credibility.
Generally, the trust badges that can be added to your website include the following:
- Those of your trusted payment processing companies.
- Your site security providers.
- The company responsible for powering your site.
- Your BBB rating.
This is something small yet can positively impact any online store as it can build trust and credibility.
Using Mobile Friendly Product Page Can Improve Your User Engagement
Mobile eCommerce has experienced significant growth in recent years, to the point where a majority of global sales are now conducted through mobile. So it’s high time you optimize your product page fit for mobile devices. Start by focusing on your page speed. Customers prefer to shop where it loads quickly with the least load time. The prime reason why consumers prefer to shop online is to save time, and If it’s going to crawl, then what is the purpose of using mobile devices?
Next, you have to make it seamless for the customers to navigate through the website and complete the purchase from any place at any hour. Lastly, you got to optimize your checkout process and ensure that your customers can easily add in their personal information and payment info to complete their purchases.
Leverage Psychology and Persuasion to Boost Sales
To increase the conversion rates of their product pages, e-store owners should strive to understand the psychology behind them. The most effective and ideal approach is to familiarise yourself with the psychological strategies and concepts your competitors opt for to make their mark in the industry.
A few of the popular psychological strategies that many stores utilize are
- Reciprocity is like instilling a sense of need to give something back for getting something for free.
- Urgency is like making the customer feel the need to buy a product before it is sold out.
- Scarcity is like instilling a fear of buying a product before the quantities are gone.
- Social Proof is like implanting an impression into the consumer’s mind of the need to buy a product because others around you are buying it.
- Authority imparts the feeling that consumers should get a taste of certain lifestyle products because celebrities and thought leaders are buying.
If you own a WooCommerce store, I suggest you learn more about incorporating psychology into your business. To improve your business’s revenue, it’s essential to gain knowledge about psychology, consumer behavior, persuasion techniques, pricing psychology, personalization, and user experience and how they can have a positive impact. So start learning about these topics today!
Utilize Customer Reviews to Build Trust and Credibility.
Now, you can spend a fortune on your advertising budget, and yes, you will get exposure. But there is truly no bigger strategy than this oldest trick in the book, word-of-mouth recommendations through customer reviews are here to stay. No matter which age we live in, customers would rather buy what they want by listening to real people’s opinions than an ad. Adding customer reviews to your website can build value to your site by making it reliable and credible.
You can integrate the review from your loyal customers into your website or set up a comment or rating section on each product page. If you want to show your customers that you care about their opinion, one of the easiest things you can do is place customer review photos on your website. Not only does this build trust, but it can also encourage more people to buy from you.
Yes, getting in positive reviews from customers is a good sign, but at the same time, if you come across negative reviews, make sure to fix them as soon as possible. Try reaching out to the customers related to it, ask about their concerns, listen to them, and finally offer them an effective solution.
Zero in on Your Value Proposition
I have said this before, and I will say it again, boosting conversion rates should be based on the benefit the consumer gains from buying and using the product rather than depending on the features alone. We should never forget that a customer visiting a store is to fulfill certain needs.
From your product page, do make sure the customers can quickly understand what your value proposition is.
Do cross-check the following questions time after time.
- Who are my consumers?
- What are they looking for?
- How can our products help them?
- By using your products, what are the benefits the customer gains?
- Does our product change their lives?
- What is the end result the consumers are looking for?
- What promise am I making to the customers who are purchasing my products?
It is relatively simple yet complicated, the value proposition you set forward needs to be in the language of your consumer. The value proposition should be relatable like it should join the conversation that is already going on in your consumer’s mind. To know that, you need to know and understand the consumer language and use it to describe what your product is offering and how they can benefit from buying from you.
Upsell/Cross-Sell: A Win-Win for Business and Consumers
The primary goal for any product page is first to sell the product listed, but that shouldn’t stop you from upselling and cross-selling your other products.
Giving in relevant and complimentary products recommendation to your customers when they are on your product page is an ideal they can get additional conversion. Not only does this nifty feature make things smoother, but it also has the power to keep customers returning for more. With its intuitive navigation, customers will be able to find what they need faster than a cheetah chasing its prey. So why settle for a clunky user experience when you can have this sleek and savvy solution at your fingertips?
Upselling and cross-selling are here to stay, as many top-selling brands have used them for over a decade. This eCommerce technique effectively boosts conversion as it can maximize order and revenue in a jiffy.
Now, most eCommerce stores don’t stick to complimentary product recommendations alone. Another way they strategize is by showcasing products that are commonly brought together. This subtle persuasion tactic can easily drag in consumers by not making them feel guilty of over buying things.
Connect With Your Consumer: Outline Your Return Policy.
With online shopping, customers don’t have the luxury of touching, seeing, or trying on a product before they buy. As a result, returns can become a frequent occurrence. But don’t fret – by understanding this challenge and addressing it head-on, you can turn returns into an opportunity to provide exceptional customer service and boost loyalty.
Giving a transparent outline of your return policy is a delicate way to tell your consumer that you empathize with their concern. Doing so shows you are prepared to take action if the product fails to meet their expectations. So we insist that you include a clear return policy for the e-store in a separate tab on every product page or as a footnote within the product page.
Track and Improvise
So once you have completed all the optimization steps are completed. Now comes the most crucial task, measure the progress your product page has made after all the optimization. You use popular web analytics tools to analyze sales funnels, conversions, and traffic quality.
Here is one of the few popular tools that are top players in the game.
- With Google Analytics for WordPress by MonsterInsights can give you seamless integration between WordPress and Google Analytics, allowing users to monitor website traffic, conversions, and consumer behavior easily.
- Jetpack is a comprehensive plugin that provides website statistics, including traffic data, search engine terms, and social media interactions.
- WP Statistics is a free plugin that observes and provides real-time website statistics, including page views, visitors, and search engine terms.
- Clicky by Yoast gives real-time website analytics, allowing users to track visitors, page views, and search engine terms.
- Matomo is an open-source web analytics platform that can be self-hosted on WordPress. They have advanced analytics features, including conversion tracking and goal setting.
- Analytify is a user-friendly plugin incorporating Google Analytics to deliver detailed website statistics, including real-time data, demographics, and user behavior.
- WP Power Stats is a very lightweight plugin that offers real-time website statistics, including page views, unique visitors, and search engine terms.
When you are a WooCommerce store owner, it’s vital to monitor the actions performed by your shoppers leading up to a purchase. By visualizing these actions in histograms, it is easier to identify potential obstacles and give your customers a more seamless user experience. Regularly analyzing these histograms allows you to stay on top of any issues that may arise and continue to provide your customers with the most convenient and enjoyable shopping experience possible.
Evolving your website to a highly optimized page that can boost conversion cannot be just done in a day or two, trust me, it takes time, research, and effort to kick start from one point. But if you don’t start today, the fortune you spend on your store’s marketing is going down the drain. So rather than barking up the wrong tree, start by focusing on how you can improve your product page and how you can make it a better place for your customers.