Help Your Website Sell MoreHexRowAdminLogin
Product pages, they affect the buying decision and drive your sales. It is the turning point where a normal visitor can be converted to buyer. So, every inch of a product page should be carefully designed to make an impact.
Unfortunately, we forget to polish some small but significant design elements. It costs us a lot of precious conversions!
Here we will talk about those 11 design elements and how to apply them on the product page. By implementing the tactics given below, you will better persuade visitors. Ultimately, your website will sell more!
Clear and comparable pricing-
When a visitor checks out your website, he wants to choose from a range of product options. Further, he will want to compare between product features and pricing.
Here you can improve the user experience by providing a comparison chart. This pricing table should not be ambiguous. Else, the visitor will not be able to make a choice and leave your site. So, make the chart more useful by including the distinct benefits of each product.
Take the example of Launchlist product page. They have made unique personalities for each plan they offer. They highlight the benefits instead of features, and give a clear pricing above each table.
Customer trust is very important while making transactions. People want security that they will not be cheated by cyber theft. So, you have to show a good evidence of your site security.
The best way to do this is by getting an SSL certificate for your site. When you own this certificate, a padlock symbol appears against your URL. It assures the visitors that your site is safe for payments. Apart from this, you can also display some security seals and badges on the transaction page.
Further on, it is necessary to offer a refund policy for the buyers. Share your customer care number and address for people to reach out to you. Or you can also create a live chat service to hear peoples queries.
After placing order, intimate the buyer about delivery time and other details. Provide facility to track the order status.
By adding these elements, you will build good trust in the customers.
Product Ratings by real people
Customers are greatly influenced by social proofs. Many websites exhibit a list of logos of their client companies. You can move one step ahead by showing real images of clients and their quotes. Or better to share a case study where a customer was highly benefited from your service!
You can take inspiration from Netflix. Here they have a rating system for every movie. A top rated movie inspires many viewers to watch it.
Similarly, you can include client feedbacks, comments, testimonials, ratings in the product page. You can also share how many product of this type are left in stock.
Show product benefits
Unlike a brick and mortar shop, people can’t touch and see a product online. They have little idea on how the product is going to function.
You can improve their experience by giving a demo of the working model. It is highly recommended for the SaaS websites.
Or you can give the viewers a product tour using a plugin called Joyride.
Give closeup product images
People can’t hold a product and observe it from different angles on your website. But anyway, they want the product of best quality and build. You can satisfy this want virtually by showing bigger product images. Don’t provide only one image. Take good shots from front, back, sides and allow people to see the product completely.
Take a look at the product pages of Park & Bond, Fab.com. They have a feature to zoom in the product images and view the finest detail. You can present similar facility by clicking high resolution pictures.
Show the variants
Many products on our e-commerce sites have variants in terms of size, colour and designs. Make sure that you inform your customers about those variants along with the main product. Because, many people don’t buy a product because it was not available in their favourite colour.
Zappos, a shoe selling company addresses this issue effectively. If a customer doesn’t find a specific colour combination, he can sign up for an email notification. When Zappos adds that collection, the customer is informed immediately.
Make product copies interesting
Most of the product pages we come across are stuffed with bullet points. Here, the visitor has to exercise his brain, read all the features and calculate his expectations in his mind. They will also face difficulty in comparing your product with that of other brands.
So, instead of listing features, you must concentrate on this question. Why your product is unique from rest of the market? What are the main benefits?
Companies like Groupon and Thinkgeek have created entertaining product copies and reaped riches through it. Because, the aim here is to make the product copy interesting and extraordinary!
Your product pages must load at a faster speed. Page speed is often overlooked by the sites. But this ignorance can actually cost you a lot.
People make their buying decision in just 3 seconds. And if your product page took a while to appear, the customers will disappear from your site.
Amazon has superfast loading product pages, which is a notable factor of it’s success.
So, optimise the page speed by compressing the graphics used.
Clear call to action
To guide the visitors to order page, you need to have a single and effective CTA. Many websites mistakenly place a numerous CTA on the product page like- view customers, read reviews, talk to our representative etc. This confuses the users in which one to click and they abandon the purchase.
So, a better strategy is to declutter the page and attract the user to a single CTA. You should use highlighted buttons for Add this to cart or Buy Now, to drive more clicks.
The Soft sell
At first, many users will not be ready to pay and buy your product. Here you can use this tactic. Give the audience a 30 day trial, a free download or ebook, demo version etc. By this you will increase your user engagement. If your free version is actually good, they will be interested to buy the upgraded one. In the trial period, you can further persuade them to buy your product.
If your check out process is lengthy and complex, many customers will be distracted and leave your site. So, first analyse, how many pages are there between your product page and transaction page?
If there are a lot, then it is actually cutting down your sales.
Once a user clicks to buy a product, immediately direct him to the cart page. Don’t take him to a new login page, similar products page or blog section.
Keep your ordering process as simple as possible. Let the customer first place the order, then take him wherever you want.
These were the 11 subtle elements you should take care to save your bouncing customers. Apply the tips to your site and see how your sales figure gets boosted!