Whatever products you’re offering, the product page exists for a primary purpose: to sell. Whenever shoppers are viewing your product pages, they are already keen to buy an item. So, you might assume that shoppers’ next step is to click the add-to-cart button and proceed to checkout.
Regrettably, we are not in an ideal world. According to a study, 84% of website visitors have abandoned a site after viewing the product page. This high number of product page abandonment is detrimental to your conversion. Thus, it’s incredibly important to conduct a product page tune-up to prevent abandonment and make it highly converting.
Today, we’ll discuss how to identify a poor product page and what you can do to optimize it using best practices and real-life eCommerce examples. This will help you tune-up your product page in no time.
Identifying and understanding poor product pages
Before we explore how you can conduct a product page tune-up, let’s analyze first how you can identify a poor product page and understand why there is product page abandonment.
The first thing you need to do is to perform a product page testing to learn how slow or fast your product page loads. In an eCommerce web page study conducted by Akamai and Jupiter Research, it reported that two seconds is the new threshold for online store web page load time and if a web page takes more than three seconds to load, 40% of visitors will already abandon the site.
Plus, every second count. In fact, a QuBit customer data report concurred this by revealing that every 1-second delay in page response can result in a 7% reduction in conversions. The report also showed that while homepages took an average of 3.50 seconds to load, product pages were the slowest, having twice (7 seconds) as long to load.
It is recommended to start with Google PageSpeed Insights to understand how a specific web page is performing and what possible bottlenecks are causing poor performance. For example, we’ve analyzed one of Lazada’s product pages and found out that both of its desktop and mobile have poor site experience.
Not only that it will reveal your speed score, but it will also help you identify opportunities to conduct a product page tune-up. Here’s a sample below:
While there are many things to consider and every product page might return different opportunities for improvement, you can definitely optimize your product pages by doing a basic checklist of the following questions on your product page:
- Did your product page load properly on or before 2 seconds?
- Without having to read the entire product description, could you tell what the product is all about?
- Did you know what to do next?
- Were you enticed to buy the product?
If any of the questions above have a negative response, then you have to perform a product page tune-up as soon as possible. To help you get started, here are the best practices that you can apply to your eCommerce store and achieve a highly converting product page:
9 product page tune-ups
No one likes a slow loading website. Speed is particularly important for users because when they are searching for something online, they want to get the information as quickly as possible.
A website loading longer than 3 seconds will be abandoned by 40% of customers. A high abandonment generally translates to lower conversion, thus lesser revenue. Plus, a slow page down ranks your website in the search engine results page.
1. Speed up your product page
As you’ve learned earlier, no one likes a slow website. This particularly applies to your product page even more. We’ve mentioned a while ago that product page takes twice as long to load compared to your homepage. This means that the effort to speed up your product pages should be twice as hard too. Again, a one second delay means more conversions to lose.
There are many ways to reduce your slow web page load time. We have shown you how you can utilize Google PageSpeed Insights to understand both of your mobile and desktop speed performance. This will also give you some insights on what areas are causing your product pages to slow down and the necessary steps to address them.
Aside from PageSpeed Insights, you can also check out other platforms, such as GTmetrix, Pingdom, Load Impact, and Show Slow.
2. Display various and high-definition angle shots for product images
Have you ever bought shoes without even seeing what they look like? That’s a resounding no! Product images don’t only act as visual sellers, but they are paramount to address any doubts or questions in your shoppers’ minds. The absence or lack of product images will negatively impact your conversion.
There are no definitive studies to prove that the number of product images affects conversion but in terms of size, larger images tend to boost conversion by as much as 63%. Large images don’t mean space or memory allocation but it’s referring to high-definition quality.
To do this, you can use zoom-in or 360-degree product views to enable your shoppers to inspect your products more closely. This will also allow them to view the products in different angle shots so you’ll be as transparent as possible.
A great example is how DSTLD displays multiple angles shots of the product images and a zoom-in feature to see the finer details of the product.
3. Optimize image content
As you’ve learned in the previous product page tune-up example, large and high-resolution images don’t have to eat up space or memory allocation. This will only slow down your product page, leading to abandoning visitors. In fact, images don’t only eat up 51% of all web contents but they also account for 50% of the page load time.
This only tells you to optimize your image contents. You can remove unnecessary metadata, define image dimensions, and use CSS sprites. You can also compress your images by either manually doing image compression through Photoshop or using suitable image compression plugins for your eCommerce store.
Generally, you want to keep your product image file size just under 70 kilobytes. Here are some image compression tools depending on the image format you want to compress:
4. Write product page content that sounds human
You should also consider how you write your contents like product description as a product page tune-up. Your contents don’t only help you explain your products more but they can help you address any questions that your product images won’t cover.
While in a physical store you have salespeople to help you discuss the features and benefits of your products, you have your contents to act the same way. To make your contents more effective, write as if you’re talking to a person, face to face. You write for humans, not machines.
Be as friendly as possible to signal that you are an open and engaging brand. You should also sound like how your target audience would normally converse. This will help them resonate to you faster.
For example, Wristology has a huge millennial following, so they write their product descriptions like how millennials often use abbreviated words like BFF.
5. Increase urgency with a countdown timer
A huge number of your visitors are indecisive and 94% of them won’t even make a purchase until they find the lowest price possible. This is a major product page conversion killer that you need to address right away.
You might be offering a hefty product discount but this won’t prevent your visitors to look for other online stores and compare your prices. This is why it’s important to heighten their sense of urgency by adding a countdown timer to your deals or discounts to remind them that your promos will expire soon and they need to act on them as soon as possible.
If your visitors will see that they only have a limited time to get the discount, they will become more responsive and susceptive to your promotions, pushing them towards conversion a lot quicker.
You can display messages on your promotion like ‘Hurry up! Sale ends soon!’ with a countdown timer beside or under it to urge your visitors to click the add-to-cart button. You can use tools like Boost Convert to do this.
6. Display low stock countdown
There is a psychological phenomenon called fear of missing out (FOMO) which explains people’s inclination to do what other people are also doing. In short, people become anxious if they feel that they are being left out.
This FOMO psychology can be taken advantage of in your product page to make it more highly converting. For example, you can display your product inventory level to signal if the stock for a particular product is high or low. If people see that there’s very low stock for a product, they will be urged to consider a purchase decision because of the fear that they might miss out on an item going out of stock soon.
For example, the Stock Countdown feature of Boost Convert will display the inventory level of a particular product so that your shoppers will be urged to start buying it if they see it’s about to sell out.
7 – Build trust with social proof
Social proof is a theory that illustrates why people are looking for other people’s advice and suggestions prior to making a purchase decision. Shoppers want to know if a product is worth it to buy and social proof will act as a testament to that. The more people buying a product, the more people will be enticed to purchase it too.
There are many types of social proof. The most common ones are reviews and testimonials which help shoppers to clarify any questions or address any doubts they have for a product. In return, this will also help you quicken their path to purchase. A study echoed this when it found out that social proof like reviews and testimonials boost sales by 18%.
Now that you know that a product’s popularity can drive potential shoppers into conversion, you can increase more social proof elements by adding customer reviews into your site. For example, Sonos showcases consumer reviews from Twitter by putting them at the bottom of the product pages.
Alternatively, you can use recent sales notifications as social proof to promote purchase activities on your website. Boost Convert is a flexible tool to help you display recent orders in real-time. Just like how Served Fresh used it below:
8 – Tune-up for mobile too
With mobile devices now driving 56% of traffic to top websites, mobile shopping has been increasingly more prevalent nowadays. Shoppers don’t only demand for a highly responsive website, but they already expect it to be the standard.
But, many eCommerce sites still don’t have a robust mobile strategy to address this demand and take advantage of the increasing mobile traffic. In fact, mobile bounce rates are higher compared to desktop, 56% versus 48%. Thus, you aren’t converting as highly as expected.
Your product page should be user-friendly on any devices. This means that it should automatically detect the device the visitors are on and then responsively adjust the layout and contents of your product page correspondingly. Failing to do so will give your visitors a hard time to view your content as intended, pushing them further to abandon your product page.
What you can do is to make your mobile navigation more intuitive and easier to see so that your shoppers won’t spend more time looking for the products they want to see. You can also enable faceted product search to help them easily narrow down their searches and conveniently match up product attributes like size, color, etc.
9 – Upsell and cross-sell relevant products
Because your shoppers are already viewing your product page, it means that they are interested in that particular product and deciding whether that product is suitable for them or not. This presents a good chance for you to help them find what they are looking for to recommend products that they might have not seen yet.
You can use the traditional but highly effective marketing discipline of upselling and cross-selling. What it does is you can promote other items that are either an upgrade or an add-on to the product your shoppers are viewing. An upsell product is usually a higher value item or a newer version while a cross-sell product is a complementary item like accessories.
Upselling and cross-selling strategies do not only help you promote other products but they help in increasing the average order value of your customers. For instance, Citrus & Lemon upsells and cross-sells related items using the features from the Personalized Recommendations app.
Tuning up for more sales
A product page tune-up poses a way for eCommerce stores to maximize the opportunity potential of the product page: to convert people and sell more. There are a lot of product page tune-ups that you can implement to make your site more highly converting like speeding up your product page, optimizing your image contents, and increasing the sense of urgency and scarcity.
Remember, however, that for any of these product page tune-ups to be effective, you should understand first the current situation of your product page. Conduct a page speed test to know which elements are causing your product page to poorly perform and uncover the relevant opportunities for improvement.