- by Alyson Shane
Are you struggling with low conversions on your ecommerce website?
When designing an online store, a lot of focus tends to go to the homepage since it’s the first thing visitors see when they arrive on the website. However, the real goal of any ecommerce website is sales, and those sales happen on the product page.
If you’re seeing low conversions (sales), then your product pages might be to blame.
In this post we’ll cover the three most common ecommerce mistakes businesses make on their product pages, and what you can do to fix yours.
What is a Product Page?
Product pages are exactly what they sound like: they’re pages on your website dedicated to a featured product.
Unlike a landing page, which is designed for a specific campaign, product pages exist only to convey the value of the product and to promote a sale. Prodigy pages tell shoppers what the product looks like, tells them what it feels like, what makes it better than similar products, and why it’s something they absolutely need to own.
Now that we've covered what a product page is, let's dive into the most common e-commerce mistakes, and how to fix them:
1. Poor-quality product images
One of the biggest mistakes ecommerce businesses make is not investing in high-quality product images and video.
Since customers can’t see, touch, or try the products before buying, your product images need to be clean, high-resolution, and help the customer picture what the product is like in real life.
The internet is a sketchy place, and as an independent seller there’s even more pressure on your business to look legitimate and create a sense of trust with your customers.
Beautiful, eye-catching images help your customers feel more confident in their purchase.
Which product images do you need for your ecommerce product page? Here are some must-haves:
Primary images are standard, high-resolution images where the product is emphasized against a pure white background (like the images you see on Amazon, for example).
These photos should look professional, and should showcase the product from a few different angles.
These images are intended to show the product being used in real-life. This could mean showcasing a pair of earrings on a real person’s ear, or how the humidifier your company sells will look in a living room or an office.
While not as important as primary or lifestyle images, infographics or “how to” manuals or illustrations can show how easy your product is to use.
Short videos are one of the fastest ways to sell products through your ecommerce store. Research found that customers are anywhere from 64-85% more likely to buy after watching a product video, and you can re-use the video elsewhere on your social media (like in ads, for example) to get the most out of your investment.
Important: while DIY is of course an option, we recommend working with professionals for your product images and video. Bush-league video taken on a smartphone, or in poor lighting, can hurt your business more than paying for a pro.
2. Writing Bad Copy
The second-biggest mistake ecommerce businesses make is writing bad copy.
Website copy should be concise, engaging, and inspire the reader to take action (aka: buy)... but this is easier said than done. Not everyone has almost 20 year’s experience writing for the web.
To keep your product page copy short and snappy, follow these steps:
- Focus on the unique value proposition (UVP) of your product. What makes it better than similar, competing products?
- State all the benefits of using your product as a bulleted list
- Use your copy to address any questions or doubts customers may have
- Highlight any warranties or return policies you offer
- Write your copy for SEO and include keywords when you can
- Use a casual, friendly tone without jargon or run-on sentences
3. Not Sharing Social Proof
Social proof, according to Wikipedia, is a “psychological and social phenomenon referring to people’s reliance on the feedback and actions of others to determine what is right and what is wrong in a given situation.”
Why does social proof matter? A study from Trustpilot found that 92% of consumers read reviews on the internet, and 80% of shoppers trust reviews as much as personal recommendations.
But how do you collect social proof? One of the easiest ways is by emailing your customers and asking them to share their feedback. Since there’s usually nothing in it for them, it might take a few follow-up emails showing that their feedback is important to you to get a customer to agree to submit a review.
The second (and more powerful) approach is to be proactive and incentivize your customers to leave reviews by offering them discounts and rewards in exchange for leaving honest feedback on your website.
A benefit to this second tactic is it builds customer awareness and loyalty from the get-go.
If your customers are leaving lots of negative reviews, take the time to respond to them in a polite, courteous way and reassure them that you’ll do everything you can to improve moving forward. Whatever you do, always respond to customer reviews, and never respond with a rude or disrespectful comment.
Even better: reviews are social proof that you can repurpose into social media quotes and testimonials to use elsewhere in your marketing.
Common eCommerce Product Page Mistakes: Conclusion
There are lots of moving parts to any ecommerce business strategy, but keeping your product pages up-to-date with professional images, clever copy, and social proof is the easiest way to make sure your customers complete a purchase before leaving the page.
If you’re struggling to increase conversions on your ecommerce website (or if you need help increasing brand awareness to increase website traffic) get in touch and receive a free quote for service.
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