Product Page Optimization - A Special Case Of Ecommerce Conversion Rate Optimization The product page has been one of the most important parts of any eCommerce website. For any eCommerce business the showcase where you display your product needs to be taken special care of. Most of the conversion which comes to the website are the results of the extraordinary efforts we put in the how we display our products to the audience. Th first impression we make with our products decides the fate of any product in the market. Many of the eCommerce conversion rate optimization processes these days emphasize on how a product page is behaving with the audience. Customers visiting your site are not your loyal customers anymore; they must have visited a hundred of sites before they come you. Now, it depends on us that how we refrain the customer from leaving the site. Here, I have tried to identify some measures we can take to optimize our Product Pages so that, it give the desired conversion rate. 1. Product images Product images are the showcase of any eCommerce store. They impart the first impression of a product to the customer. If it went well, most of the task is assumed to be done. Good product images add excitement to the store and also helps to convert better.
Images broadcast an emotional appeal to the customers; we should pay particular attention while selecting a default or primary image of a product. The primary image is the one who gets notice first as soon as the customer lands on the product page. Avoid using ready made or stock photos, make use of real life and high-quality product images. Multiple images for a product gives confidence about the product, try to put multiple images as the secondary images of the product. 2. Product Description A product description is another element which plays very crucial in eCommerce conversion rate optimization of online stores. A good product description is not just a combination of copywriting words and keywords but a perfect blend of these two with a power of persuasion that will compel visitors to buy the product. Persuasion comes through when we make the description compelling, keeping in senses the following points: A. Keep the most important features and specifications of the product at the start of the description. B. Make genuine claims do not give any fake feature or specification. C. A better product description shows in two versions. One is the detailed product description while other is a summary of the description, providing valuable information in the least and catchy words. D. Do not use long paragraphs, use bullets to indicate features clearly. E. Provide all information about the product with special offers such as free shipping, discounts, coupons as highlighted. 3. Add product video The addition of product videos build a confidence regarding the operation of the product and give a better, positive impression of the product on the whole. You can test the performance of your videos by utilizing a heatmap test which will find out if the videos are being watched or not. 4. Do not hide any indirect or direct cost Provide a final price information on the product page only. If you have taxes and shipping charges to include then clearly, mention it on the product page only. Design checkout pages in such a way that the price at checkout does not differ from the price on the product page. In this way, you can avoid shopping cart abandonments and
encourage a better conversion rate optimization for your store. 5. Mention the expected product delivery date based on the area pin code Most of the customers want faster delivery for their orders but, above all, they want you to deliver the item on or before the expected delivery date you commit. So, always mention the expected delivery date of the product which you can find out based on the area pin-code of the customer. Your faster delivery commitment could bring out a lot of conversions for you, keeping in mind that you stick to the commitment and deliver the product on or before the delivery date. 6. Also, provide a customized delivery date Some customers might want you to deliver a product on the exact date they want, not even before. For example, a birthday gift should be delivered on the due that only. So, If you are competent to provide this customized delivery option, then you need to mention this on the product page only also providing a menu for selecting the desired date of delivery.
7. Enable the notification for out stock items Provide the stock information on the product page. The benefit of doing this is that you can have a benefit of creating a sense of urgency in the customer for the product
which is left only a few in the stock. You can also add an email field on the product pages of out of stock items, where the customer can enter their email id so that they can be informed once the product gets back in the stock. 8. Encourage user to leave a review Adding a facility to leave a review for the product, helps other users to make a decision about the product. Keep positive reviews in highlight so that a positive impact is created for the product. However, if you receive considerable negative reviews then you must reconsider keeping that product in your store. Here, I have tried to give a view on how we can optimize our product pages so that it gets a better conversion rate. Product page, as mentioned at the beginning, is very vital for the site and cannot be overlooked. Minding some simple tips could help us to get a great product page and ultimately an amazing online store.