{"id":19102,"date":"2017-07-03T00:00:00","date_gmt":"2017-07-02T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/boost-your-conversion-with-the-perfect-product-page\/"},"modified":"2017-07-03T00:00:00","modified_gmt":"2017-07-02T22:00:00","slug":"boost-your-conversion-with-the-perfect-product-page","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/boost-your-conversion-with-the-perfect-product-page\/","title":{"rendered":"Boost your conversion with the perfect product page"},"content":{"rendered":"

Every eCommerce store has different product pages. Polished or not, we may like them more or less, but what always matters is conversion<\/strong>.<\/p>\n

To help you with this, today\u2019s post focuses on the product page: how to improve conversion rate and increase average order value<\/strong>. Here we go.<\/p>\n

Price<\/h2>\n

Price is the key element of a product page<\/strong>. It\u2019s often the element that decides whether the item or service is bought or not.<\/p>\n

The product price must be clearly visible, stand out on the product page and, for B2C, include VAT,<\/strong> to avoid surprises in the cart.<\/p>\n

You must be completely transparent with users so they never feel misled.<\/p>\n

\u201cThe price must always be visible, large and VAT-inclusive\u201d<\/p>\n

\"price2\"
Example from Farmaconfianza<\/figcaption><\/figure>\n

Shipping<\/h2>\n

Shipping cost and time can work for or against a product, so whenever you offer good shipping terms, highlight them on your product page<\/strong>.<\/p>\n

\"paga1\"
Example from Brutalzapas<\/figcaption><\/figure>\n

Returns<\/h2>\n

One of users\u2019 most common fears is returns. \u201cWhat if the product doesn\u2019t work when it arrives? What if it\u2019s broken? What if it\u2019s too small?\u201d<\/p>\n

To build trust with the end user, mention returns on your product page<\/strong>, stating how much it costs to return the product or service and the deadline for doing so.<\/p>\n

\"paga1\"
Example from Brutalzapas<\/figcaption><\/figure>\n

Visible CTA<\/h2>\n

The call to action must be visible. Hand the purchase to the user on a plate<\/strong>: they should spot the buy button at first glance, so it needs to stand out in size, color and\/or design.<\/p>\n

\"price2\"
Example from Farmaconfianza<\/figcaption><\/figure>\n

Payment options<\/h2>\n

When products are more expensive, the ideal is to make buying easier with financing<\/strong>.<\/p>\n

A perfect example is the use of Paga + Tarde<\/strong> on some eCommerce sites. The module calculates the amount and installments in real time<\/strong>.<\/p>\n

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.<\/p>\n

For the eCommerce store, payment is made in full: Paga + Tarde pays the online store the entire amount<\/strong> for the item or service and handles the financing.<\/p>\n

\"paga1\"
Example from Brutalzapas<\/figcaption><\/figure>\n
\"payment2\"
Example from Mireia Play\u00e0<\/figcaption><\/figure>\n

Cross-selling<\/h2>\n

One technique to increase average order value is cross-selling<\/strong>. It involves showing users related<\/strong>, complementary<\/strong> or previously viewed<\/strong> products on the same product page. This often raises the average order value through impulse purchases.<\/p>\n

\"cross1\"
Example from Farmaconfianza<\/figcaption><\/figure>\n

Bundles<\/h2>\n

Continuing with cross-selling and increasing average order value, another technique used on product pages is the bundle<\/strong>.<\/p>\n

The idea is to offer users bundles of related products to drive purchases<\/strong> and increase cart value.<\/p>\n

\"pack2\"
Example from Muchocamping<\/figcaption><\/figure>\n

Copy<\/h2>\n

One of the most important parts of any product page is the text<\/strong>.<\/p>\n

The difference between a good product page and an \u201cordinary\u201d one is how the product is sold. Think about the customer, not yourself<\/strong>, when writing the product page.<\/p>\n

First and foremost, the content must be unique<\/strong> to avoid duplicate content, so if your supplier \u201cgives\u201d you product descriptions, you should rewrite them all.<\/p>\n

Also, users rarely know as much about the products as the seller does, so a list of features one after another won\u2019t always help them understand the product\u2019s use and benefits.<\/p>\n

For example, let\u2019s say we sell a good-quality camera:<\/p>\n