In short, your product pages are crucial when it comes to converting customers.
To make this crystal clear, think of the following scenario.
You have a product in mind, you’re searching online with intent to purchase. You land on your first site, navigate to your desired product with ease and you’re faced with a number of high-quality product images from various angles, great reviews/ratings and a description that tells you everything you want to hear.
Then, you navigate to a second website and find the same product. However, this displays only one photo, very limited information and no ratings or reviews are to be seen.
Which site do you think you’re going to purchase from? There’s no need to ask that question really, it’s obvious isn’t it?
If you want to increase your product page conversion rates, begin with the following ingredients.
1. Product title
Strictly speaking, the name of your product shouldn’t affect your conversion (as long as it’s accurate) However, for SEO purposes make sure your meta titles are unique for each product page or you’ll be penalised by Google. To help with making sure your product pages are unique, include information in your meta titles such as product name, brand, model, etc. This way you can be sure you’re giving your product pages the best chance at being found in Google's search results.
2. Product Description
Despite the number of products you have on your website, avoid using stock descriptions from the manufacturer. Create your own descriptions. Not only will this benefit your SEO efforts, you’ll be giving yourself an opportunity to convince users to convert. Don’t waste this opportunity!
Moving away from the description, details and dimensions, what else could you include about the product you are selling? Try answering any questions a potential customer may have about your product.
Selling clothing with an image of someone modelling? Include a message such as, ‘model is 5ft’9 tall and wears size M’. This will answer a potential question about how the product fits and may result in a shopper purchasing your product instead of bouncing.
The bottom line is, provide answers to the concerns of your shoppers and you’ll have a higher chance of converting.
3. Product Options
The majority of products being sold online are available in different sizes, colours and specifications/styles. Think of the iPhone for example. Make sure shoppers can easily switch between options. Being able to quickly swap between product options creates a smooth user experience with no interruptions.