Businesses that don’t have a brick-and-mortar establishment rely on their website to move their product. Content of the website is essential to convincing the customer to buy. It could be the difference between an idle shopping cart and a completed transaction.
What about the website itself? Your content could be getting your message across but your sit could be prohibiting customers from moving from a “maybe” purchase to a “definite yes”.
Not only do shoppers visit a site with the intention of buying something, but they also check to research, learn, and compare your products against your competitors.
To name a few of these resources, product pages provide your buyers with pricing information, delivery costs, and return policies. Effective product pages are the key to meeting the needs of your buyers.
Product pages should be aimed at getting your customer to the finish line—purchase. Here are X strategies to turn your product pages into one of your best marketing tools.
Keep product page layouts consistent
Aim to maintain as much visual continuity from one page to the next. All your product pages should be in the same format. Create a template that enhances the display of your products.
Consider those customers that enjoy browsing, rather than going to a specific product. The following information should be listed in the same location from page to page:
Images
Product descriptions
Specifications
Pricing
Don’t make your visitors re-orient themselves every time they jump to a new product. Keep pricing information clear and visible.
Write sturdy product descriptions and detailed product information
Every product you sell is unique, just as the description should be. This information lets the customer know what your product does and how it will benefit them.
Product descriptions will determine whether a buyer needs this product. Utilize this space to address why your customer can’t live without this product.
Include detailed product information including:
Features
Specifications
Benefits
If certain features require additional information, provide links that have more details. Aim to include as much information as possible to keep the visitor on your product page.
Use high-resolution images and enhanced product views
Images give your customer an idea of what the product looks like and will help them understand what they’re about to buy. High-resolution images showcase your product in the best light possible.
Just as with making customers re-orient themselves with inconsistent layouts, low-quality images will make them squint and zoom. Low-quality image reads as a low-quality product.
Give your customer as many angles of your product as possible. Enhanced image views allow the customer to simulate the product in their hand. A more interactive format will give the customer a greater appreciation of your product.
Incorporate product comparison
Product comparisons simulate that in-store benefit that customers don’t get online.
You can reduce the chances of product return with product comparisons. Giving the customer a side-by-side view of the products their considering will help them narrow down their final choice.
Keep your formats for product comparison easy to read. Prices, specifications, and descriptions should be placed side-by-side in an organized manner for the customer to easily compare.
Provide international pricing options
If you sell products internationally, picture one of your customers having to leave your page to determine a conversion rate. Don’t give your customers a reason to leave your page unless it’s leading them to the shopping cart landing page.
You can provide international pricing options by allowing customers to choose their preferred currency when viewing the price or prompt visitors to select their country upon entering your website.
Product pages are meant to inform and sell. Products won’t sell if the customer can’t find the information they’re looking for.
Customers that are well informed on their purchase are less likely to return products and more likely to engage in the purchase process again. Don’t let easily changeable elements turn a potential profit to a definite loss.
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