Most e-commerce stores realize the importance of having a blog and being active on social media in order to drive conversion rates. However, they underestimate the importance of product pages and product description because they are just so ubiquitous. While they may seem mundane, product descriptions can have very significant psychological effects on web visitors and not optimizing would be a big marketing mistake.
After all, most people do read product descriptions and they often make purchase decisions based on how a product is presented on a product page. In addition, optimizing product pages also help you to rank higher on search engines which ultimately leads to more conversion rates.
In this article, let us take a look at how you can optimize your product descriptions in order to drive conversion rates higher.
1. Focus on high quality product images
Most businesses do not realize the importance of product images. Images can drive more traffic than text can, and high resolution pictures need be uploaded for every product that you sell. Most people only scroll through product pages and then click on products that attract their attention the most. This means, you will have to upload only the highest quality picture possible and these need to be taken by professional photographers who are experienced in photographing pictures. Also, make sure that you tag and add metadata to all your product images so that they are indexed properly by Google.
2. Display positive reviews on product pages
You might be surprised to learn that more than 72% of consumers trust businesses that display positive reviews. This may sound inane especially when everyone is trying to out do each other in terms of self-promotion. However, it is important to display positive reviews on each of your product pages so that they add to your customers’ sense of credible and trust. After all, to be able to sell products to people who have not seen you physically, you need to make your case more credible and positive reviews are a great way to do just that. It is important to note that 68% of customers believe the reviews that are published online.
3. Display trust badges and certificates
People do not trust brands as easily as they used to before and most people add products to their carts and then abandon due to skepticism. This is mostly because most e-commerce stores do not make the effort to display their own trustworthiness in the form of certifications and badges. If you start displaying badges such as Version, mcAfee Secure, and PayPal Verified, people, will find you more trustworthy and credible. There are many other ways to prove your credibility too, such as https websites, Comodo Secured certificates, etc. All you need to do is to speak to a vendor who can help you display badges and certificates on your website so that you appear credible.
4. Remove distractions from your product descriptions
A number of businesses still continue to display information and text that is not relevant to visitors at all. These kind of information pieces can distract the visitor from your product and may lead them to click on something else instead of adding the product to the products page. It is important to consult with a web consultant who will help you understand if your product pages are distracting. If they are, it is important to remove every distraction that is keeping your customers from purchasing what they need to. The best way to eliminate distractions is to increase white spaces and reduce unnecessary images and textual content from your product pages.
5. Make sure that the product page loads quickly
It goes without saying that people do not purchase from websites that are slow are buggy because that makes they question the credibility of the website. It is important to make sure that the website loads quickly and efficiently always. To make this happen, it is important to test and engage in website maintenance on an ongoing basis. It is also important to seek the help of web developers who can help you identify issues with your website and rectify them immediately. You would be shocked to learn that 79% of shoppers never return to a website that doesn’t perform optimally. What’s more, people usually wait for just 3 seconds before abandoning a set altogether of not doesn’t load.
6. Display Frequently Asked Questions
Most customers have a number of questions regarding the product, its maintenance and the kind of after sales support you offer. In addition, people also have questions related to shipping, insurance, and refunds. With this in mind, it is important to address all common questions and list them on an FAQ page so that people do not have to call you each time they have a popular question. FAQ pages can be displayed prominently alongside product pages, and will definitely help your customers to gain trust and respect in your brand. Most importantly, FAQ pages help customers to take action and make a purchase as quickly possible.
Enhance product pages for higher conversion rates
As you can see, it is important to optimize product pages well. Begin with updating all the content on your product pages and ensure that the images are of high quality. Next, display badges and certificates that will help your customers to gain trust in you. Positive reviews and testimonials help in creating a sense of credibility too. Also, make sure that your web visitors are not distracted by unwanted things and can focus on your product alone.
Finally, display frequently asked questions and make sure that the website loads quickly so that people do not abandon your website. All these steps may require the assistance of a third party agency such as Transform Solution. Contact us today to seek help regarding optimizing product images and enhancing conversion rates.