Making your business thrive in the eCommerce era and improve conversion on product pages can be challenging, especially taking into account the huge offer of products that the Internet makes accessible to everyone. This is why adopting data-based strategies has become essential.
Therefore, we’ll try to break down some of the initiatives that can be taken to make your products more appealing in your website in order to make customers click the “buy” button.
1. Provide all necessary product info
One of the main reasons why consumers might be a bit reluctant to buy an item online is the lack of information on that product. Digital commerce must use all means available to provide customers with all the information they might need regarding a product. Let’s say we want to buy a scarf. We will probably want to know the fabric, the size, etc. Make sure you detail all product features and you don’t miss any that could be relevant to the buyer.
Moreover, if we have an idea of what we want, we might type on the search bar the relevant keywords. Therefore, thoroughly annotating products becomes essential. Nowadays, some tools help retailers annotate products. For instance, some AI-based tools can retrieve all visual attributes (including patterns, shape or fabrics) automatically from product pictures and categorize items to make annotators’ work easier.
2. Include reviews and trust seals in your product pages
In a digital world where buyers cannot touch or feel the difference between fabrics, quality materials, etc., social proof becomes a successful way to convey the trust customers lack. In fact, it has been proven that products with customer reviews achieve a 10% higher conversion rate than those with no peer reviews.
An astonishing 88% of online customers incorporate reviews into their purchase decision. Hence, an outstanding product page should never miss customer reviews.
3. Catch their attention with high-quality images
Low, poor quality images achieve on average 94% less product views that high-quality images. That is why including outstanding visuals in your product page can not only build brand trust, but also help draw more traffic to your site and increase conversions on product pages.
Allowing customers to zoom in images to see a product up close and add multiple pictures from different angles might help convince them to proceed with a purchase.
Managing all these product photos, however, can be quite challenging, especially for small production teams. Artificial Intelligence can help discard low-quality pictures to keep a professional image across your eCommerce.
4. Make use of video content
Seeing a product in action has a huge value in a customer journey. While pictures provide a 2D static vision of how the product would look like, videos convey a much-needed sense of movement. Moreover, they can also show how a product works or looks and reassure the consumer in terms of them being able to use the product or combine it once they purchase it.
Companies like Asos or giants like Amazon include video content on their product pages. In fact, adding video content to product pages translates into a 6% to 30% increase in purchases.
5. Cross-sell popular and related products
Every page in your eCommerce site is a chance to raise interest from visitors and convince them to make a purchase. Actually, most visitors don’t know exactly what they want. Sometimes they might have a hint, let’s say, they are looking for a gray sweater. There is a chance that, as a retailer, you have countless gray sweaters in your catalog. And your potential customers don’t have a clear idea of which want they want to buy.
So when they click on a specific gray sweater, don’t forget to include similar items on that product page. Including other products that might be a better fit for what they’re looking for can increase the chances of them actually completing a purchase. You can embed a widget on your product page to automatically suggest similar items based solely on visual aspects of the product.
6. Create a sense of scarcity
As humans, we don’t want to lag behind the rest. The same way we don’t like to lose. These kind of irrational feelings are the ones that make us click and buy an item just because there are only a few pieces left or because the offer ends soon. Adding a countdown, or the number of pieces left (when there aren’t many) can be a good way to create this feeling of urgency and drive sales.