How To Increase Conversions Through Product Page Content
2020 was the year that Australia’s e-commerce industry hit mainstream. According to Australia Post, almost 1M new Aussie households shopped online between May and August 2020. August alone saw an 85.3% increase in online spending from the previous year. 62% of which was attributed to states no longer in lockdown restrictions.
55% of people indicated the reason for the purchase was for a specific product. So a product page that is not primed for conversion could miss out to another competitor. The good news is, with a little optimization of your current content, you can create a compelling place for consumers to buy.
REFINE YOUR PRODUCT DESCRIPTION
The most vital part of your page is the product description. Make sure all your various elements are ready for conversion.
- Ensure your call to action button ‘Add to Cart’ is prominent and the only colored button on the page
- Ensure your product photography is professional, clear, and features the product in various angles
- If relevant also include some photography with the product in relevant environments
- Create clear and concise content about your product, limited to 1–2 paragraphs only
- Make sure your reviews are high up the page to help convert
- Justify your price point by highlighting the ingredients or production process that make your product unique
- Ensure your brand is prominent everywhere. It is likely half your traffic has come directly via the product
- Include all relevant information that a consumer may need to know on the page like how to use the product, and supporting content such as recipes.
INCLUDE VIDEO CONTENT
A HubSpot Study revealed that 72% would rather use video to learn about a product and service. In fact, 90% of people say that product videos are helpful during the buying process. 70% of marketers say that videos convert higher than any other type of content.
When considering what video to produce content, keep in mind the core proposition of your product and the value it can offer. And then consider the best way to convey that. It could be through an active demonstration, an illustrated video, or by leveraging influencers.
Sephora has long since led the way in innovative and compelling customer experiences that convert. They demand a high amount of content from their brand partners, for each product featured on their site. Alongside the specific product information is a product demonstration on how to use their beauty products. Those brands that provide more content see a much greater conversion.
FEATURE CONTENT FROM YOUR CUSTOMERS
The easiest (and most cost-efficient) way to generate some content is through user-generated content. And it can also be some of the most influential content. 84% of people trust an online review as much as a recommendation from a friend. After reading between one and six reviews, 68% of customers form an opinion about a brand or product.
Encourage your consumers to share their experiences with your product. Reviews are just the start. Encourage your consumers to post content on their social channels and leverage that content on your product pages.
West Elm has long embraced user-generated content in its marketing efforts. They feature content from their customers across their site and on specific product pages. This content also features in their social strategy. They have also taken this one step further. They leverage technology to grab users’ images from their social networks and feature them in their display ads.
BE PREPARED TO A/B TEST EVERYTHING
No matter how great your content may be, it is always a good idea to consistently A/B test your content. Learnings that are adapted to your content can increase your effectiveness over time. Optimize everything, from your imagery to your copy, to your call to action. And be prepared to do it regularly.
If you are ready to optimize your product pages but don’t know where to start, reach out via my website.
