Customers landing on your product page are asking one of thousands of potential questions. Three of the most common include: “Is this what I need?”, “Is this a good price for the product?”, or “What kind of quality should I expect?” The 2-4% conversion rate on most eCommerce websites see means that their customers aren’t finding the answers they’re looking for.
If customers are landing on your product pages but not adding to their shopping cart, it might be time to give them a refresh and enhance. Here are four elements that you can improve to further entice shoppers to continue down the purchase process.
Write Targeted Descriptions
Finding new customers is the lifeblood of your business, increasing your revenue and visibility. Help visitors who discover your website organically by creating unique description content filled with the terms and answers your customers are searching for.
Product descriptions are one of the hardest aspects of eCommerce site creation, especially when you have a large catalogue, or a catalogue with incredibly similar products. Finding a creative way to distinguish between the same shirt in different patterns can stump even the best writers.
Shopify created a useful guide for creating product descriptions that sell, from avoiding superlative words that add nothing (like excellent and exciting) to incorporating mini-stories that apply context to your products.
Your product description is also the best way to help Google understand what customers can find on your page. Search engines make associations between the terms you use, so use phrases that are commonly used to describe the product, even if they’re not the proper name. This will increase your chances of the page showing up for a broader number of searches, and help position your website as one who understands your customers, since you’re using terms they’re familiar with.
Use Experience Questions To Lower Return Rates
Your previous customers can be an invaluable resource when you’re trying to attract new clients. If you want to understand just how powerful these can be, check out websites like JCPenney or Macy’s.
There are few industries with as much variability as women’s fashion. The same woman can have items in her closet between the sizes of 4 and 13 and all of them be her size. Some brands run small while other have a loose fit. This means that when someone is looking to buy something from a brand or website they’ve never tried before, they often rely on the reviews left by other customers.
The customers in this example thought the blazer they ordered was close to fit, but ran larger than they expected. This tells customers they can order what their expected size would be, instead of ordering a size larger to ensure a comfortable fit. Customers who want to learn more can read the reviews, which tend to be more quantitative than these typical survey questions.
Women’s fashion isn’t the only industry that can use this. If customers return your products because of size issues, make sure your product page clearly explains the dimensions of the products and let your customers talk about their use experiences. The better informed your customers are, the less likely they will order the wrong size and have to return it — or worse, order two sizes and return the ill-fitting one.
Tap Into Reviews and Photos for Fresh Content
Some companies limit the content on their pages to product descriptions, trying to sell the experience of owning the product. While these are certainly helpful to customers who want to learn more about what you’re selling, you could be making a mistake by failing to tap into customer reviews. Almost 90% of customers trust online reviews as much as personal recommendations, so adding a few customer comments can increase the trust your audience has in your product and lead to more conversions. Why try to sell someone an experience when your customers will let new visitors know their experiences living it.
Customer reviews may reduce the burden on your team to create fresh content. Sammydress is a perfect example of this. They might have a few photos and a short description at first, but then they reward customers with discounts and loyalty points if they share their photos and leave reviews. This allows customers to see what the garments look like on real people without the company spending anything on professional photographers.
Sammydress took things a step further by allowing reviewers to leave their measurements, adding even more unique, valuable content to the page. This is a great option if you lack the resources to constantly create new content for your website, and especially your product pages.
Let Photos Provide Context
Trying to picture how big something is from minimalist stock photos isn’t easy. Customers have to have an idea of what that 3-foot ladder or 12-inch picture frame will look like once they bring it home. One easy way to help them is with high-quality photos that provide context about the size and experience that the customer can expect.
It’s okay to publish a few photos on a white background to ensure a unified look in your search results, but try to find ways to give customers a better idea of what to expect. This might involve creating a home-like studio for photo shoots, or placing quarters or footballs next to items to provide relatable sizes.
Bed Bath and Beyond does a great job of this, not only describing the length but showing how the items would look in simulated natural light and around other colors. Be creative, and think of how you can highlight products with “action shots” that show your customers what they can expect if they place an order.
If you’re still struggling to convert customers, contact Trinity Insight today to discuss your user experience and brainstorm ways to make more of your audience say yes to your products or services.