Your engaging website with high-quality products is attracting a good bit of traffic; shoppers are visiting and that’s a good thing. However, you would like to see more visitors committing to ordering your products. So, what can you do to help your customers push the “Add to Cart” button on your site? Here we’ll provide a few changes you can make to help convert customers.
It’s about your product page
Looking at your product pages with a critical eye, do you see things you would like to change about them? Can visitors easily find your products? Does your photography and product copy impact shoppers with enough visual info and product descriptions to compel them to click the “Submit Order” button? If your product page doesn’t do these things, then this might be the reason you’re not moving as much product and increasing your sales.
How do you make your product pages work for you? For starters, let’s think about what product pages are designed to do.
- Present your product in the best light possible.
- Give customers enough visual content to make an informed decision.
- Give shoppers information about the product, such as dimensions and color, as well as compelling lifestyle content.
- Represent your brand.
- Be user-friendly and consumer-focused.
Product pages are about fashioning your product images, your copywriting, your brand, and the design of your page to optimize user experience. Ways to get your product pages functioning for you include:
Call to Action
The purpose of a product page should be to influence shoppers to buy your products. With that in mind, you want your call to action (CTA) button to take a prominent position on your page. Placing your “Add to Cart,” “Buy” or “Submit Order” near the top of your page will help shoppers avoid having to scroll to find it at the bottom of your page. Your CTA should stand alone on your page with nothing obstructing it. It should be a simple and straightforward directive. You can save the clever copy for later.
Quality product photography
Online shops, as well as online shoppers, rely heavily on the quality of product photography to sell and buy products. Online vendors need to make sure consumers are seeing their products in the best way possible, from various perspectives. Your photography should have links that let your customers zoom in and out at their leisure. But first, investing in the quality of your photography is important, as those images will be representing your products on many different social media sites and outlets.
The right images
Do your images create the experience you want? Your products are unique and should be presented in appropriate settings that accentuate your brand. Products shot on a white background, such as jewelry and art, benefit from the stark elegance of a minimalistic setting and would be consumed by backgrounds with rustic textures and earthy elements. With that in mind, most products need the tone and texture that represent your brand. What stories do your product images tell?
Linking images to options
Sometimes marketing efforts can get a little carried away with color option names and other variants, such as scents. While creative names can add personality to your products, they can confuse your customers, as well. Who knows exactly what Moonlit Garden really looks like? Or Seaside Saunter? In order to keep names and colors clear, linking your option names to your images can keep your customer from getting frustrated and going elsewhere to buy a simple green t-shirt.
Content motivates buyers
Placing your products in potential situations that your customers picture themselves in helps sell products. Shoppers are looking for certain products to help them improve their lives by solving a problem or increasing efficiency and enjoyment. If you create a scenario about a great time spent around a dining table with old friends, customers looking for a great dining table will likely purchase a table that portrays the same fulfilling experiences.
Essential product specs
Giving your consumer enough information to make an informed decision involves including specifications such as dimensions and other pertinent information. Since you don’t want to take up unlimited space on your product page, you can accomplish these tasks by integrating information into your page. Drop down menus and rollover pop-ups can give your customer the details they need without cluttering your product pages.
Because not everyone knows your brand or your product line as well as your brand base does, it’s important to give shoppers enough info about your brand and product to get them interested enough to try your products. Some products need more copy than others. Details should be useful and easy to understand for current and prospective customers, striking a balance between informative and overkill.
Videos show products
Product videos can be a great way to get a lot of information across to potential customers, especially those new to your product. Seeing your product in action or in a real-life setting lends credibility to online shoppers not familiar with your brand. Anticipating questions consumers may have about your product helps as well. Linking product pages with your FAQ page helps consumers make informed decisions.
Your target audience should be able to see what your brand is all about immediately. Because shoppers come to your site from social media sites and other channels, they may never see your homepage, so making your product page as brand-conscious as your homepage matters. Your copywriting and product page design should emphasize your brand’s DNA.
Reviews and comments
Many consumers seek out reviews of your products before they commit to buying them. Shared real-world experiences bolster conversion rates. Reviews and testimonials give your product social credibility and can seal the deal for online shoppers.
Phase V Fulfillment Center is ready to partner with your business and take care of everything that happens once your customers hit the “Submit Order” button – we will package their order according to your specifications and make sure the order arrives as expected. Should your customers need to make a return or exchange, Phase V will also be ready to deliver top-notch customer service on your behalf.
Call Phase V Fulfillment Center today to discuss how we can help your business!