Every eCommerce store has different product pages. Polished or not, we may like them more or less, but what always matters is conversion.
To help you with this, today’s post focuses on the product page: how to improve conversion rate and increase average order value. Here we go.
Price
Price is the key element of a product page. It’s often the element that decides whether the item or service is bought or not.
The product price must be clearly visible, stand out on the product page and, for B2C, include VAT, to avoid surprises in the cart.
You must be completely transparent with users so they never feel misled.
“The price must always be visible, large and VAT-inclusive”
Shipping
Shipping cost and time can work for or against a product, so whenever you offer good shipping terms, highlight them on your product page.
Returns
One of users’ most common fears is returns. “What if the product doesn’t work when it arrives? What if it’s broken? What if it’s too small?”
To build trust with the end user, mention returns on your product page, stating how much it costs to return the product or service and the deadline for doing so.
Visible CTA
The call to action must be visible. Hand the purchase to the user on a plate: they should spot the buy button at first glance, so it needs to stand out in size, color and/or design.
Payment options
When products are more expensive, the ideal is to make buying easier with financing.
A perfect example is the use of Paga + Tarde on some eCommerce sites. The module calculates the amount and installments in real time.
When choosing Paga + Tarde, the user fills in some details on its website and pays the first installment; the remaining payments are made monthly to Paga + Tarde.
For the eCommerce store, payment is made in full: Paga + Tarde pays the online store the entire amount for the item or service and handles the financing.
Cross-selling
One technique to increase average order value is cross-selling. It involves showing users related, complementary or previously viewed products on the same product page. This often raises the average order value through impulse purchases.
Bundles
Continuing with cross-selling and increasing average order value, another technique used on product pages is the bundle.
The idea is to offer users bundles of related products to drive purchases and increase cart value.
Copy
One of the most important parts of any product page is the text.
The difference between a good product page and an “ordinary” one is how the product is sold. Think about the customer, not yourself, when writing the product page.
First and foremost, the content must be unique to avoid duplicate content, so if your supplier “gives” you product descriptions, you should rewrite them all.
Also, users rarely know as much about the products as the seller does, so a list of features one after another won’t always help them understand the product’s use and benefits.
For example, let’s say we sell a good-quality camera:
- Purely descriptive page: 25 MP camera, Sony lens, 1:0 focus, Sony brand.
- User-focused page: with this 25 MP Sony camera you can photograph anything from your pet to your garden lawn without losing an ounce of quality.
Sticky buy bar
A bar that stays fixed on screen when you open a product page and scroll is a practice that is spreading because of the good results it delivers.
Thanks to a bar that follows you as you move around the product page, on both desktop and mobile, to view features, the description and more, the one-click buy option is always in sight. A CTA that never goes unnoticed.
Reviews
We couldn’t end this list without one of the most important elements of a product page. Amazon made it “trendy,” Aliexpress followed, and since then many companies have adopted this good practice.
Today many users check product reviews before buying. We all know no company will speak badly of its own product, so its opinion will always be 100% perfect; but other buyers, who have no interest in false advertising or in helping sell a poor-quality or defective product, will share their real opinion.
Reviews are a major asset on a product page, and you should enable a section on every product page so buyers can share their opinions and indirectly help you sell.
For this, the best option is Trustedshops reviews and ratings
If you apply all these guidelines, or most of them, to your product pages, your average order value will rise, your conversion rate will increase and your customers will gain confidence in your online store.
Don’t hesitate to contact us if you want to improve your product pages; we’ll be happy to help.
