5 tips to improve your e-commerce product pages and maximise conversions

welcoming online product pagesIf you want to increase online sales make sure your product pages are welcoming

Don’t underestimate the importance of your online product pages. Showcasing  your products to their full advantage is a crucial part of the selling process.

Having worked hard to get visitors to your site the last thing you want is for them to leave because your ecommerce product pages are unwelcoming, ill-thought out and poorly displayed. We take a look at 5 simple ways that will help you improve your online product pages and maximise your chances of that all important sale.

Think of it as a bit like being in a clothes shop. If you walked into a clothing store and saw all the clothes in a heap or thoughtlessly crammed onto a couple of clothing rails, the chances are you’d walk straight back out again. I certainly wouldn’t bother wading through piles of poorly displayed clothes to find what I was looking for. I’d simply take my custom elsewhere.

Ecommerce product pages should be approached in the same way. It should be easy for customers to find what they are looking for. Products should be visually appealing, shown off to their full advantage and the information your customer requires should be close to hand.

5 Top Tips to improve your online store’s product pages

copywriting tips, copywriting for small business, how to write copy, digital marketing copy, copywriting online1. Product Descriptions.

Product images on their own are not enough. Your products also need to have a product description. A good product description will provide customers with the added information they need in order to make a purchase decision. Plus, including product descriptions is a great way to help add relevant and fresh content to your site for SEO purposes.

Of course, make sure you are writing your own copy. Simply replicating the manufacturers product description is a no-no! You need to create your own unique product descriptions.  Not only do manufacturing descriptions tend to focus primarily on function, search engines also won’t appreciate you duplicating other people’s copy.

Re-write your product descriptions and make them relevant and user-friendly to your own target audience.  What keywords and phrases are they most likely to look for? Product descriptions from manufactures can be very dry – rewriting them can give them a bit more zing and present important information in a more interesting and digestible manner.

ID-10090359Product Images

High quality visuals with alternative views are important. Remember when people are purchasing online they want to be sure that there are no nasty surprises when it’s delivered.  Going back to our clothes shop example suppose I was buying a jumper, in all likelihood I’d go to a fitting room and try it on before I made the purchase. Of course online people don’t get to try the product on for size beforehand therefore, they need a bit more help in making the final purchase decision. This is why it is essential your product images are as accurate a reflection as possible to the actual product. Customers are more likely to feel reassured and confident enough to make a purchase if they feel what they see is what they’ll get.

Therefore high-resolution images offering multiple and alternative views are a must. Indeed:

  • Offering multiple product views and other alternative images can lead to 58% more sales 

You Tube on ipadProduct Videos

Videos are an excellent way of spicing up your product pages. Not only do they provide your customers with additional information about a product in a user-friendly format,  relevant video content is also great for SEO purposes – search engines like video. Indeed, websites are 50 times more likely to appear on the first page of a search engine results page if they include a video.

Research also indicates that video can have a positive effect on a customers purchasing decision:

Don’t just use video as a promotional vehicle. Think about video can be used to provide useful and relevant information to your customers. For example if any of your products require assembly then have an easy-to-follow instruction video. Showcase your product in real-life situations, this makes it easier for customers to visualise how they will use the product in their own environment.

word of mouth marketingProduct Reviews

Having customer reviews next to your products actually help improve your conversion rates. Reviews can help allay fears or remove any last-minute concerns a customer may have over a product. In addition, reviews show customers that you are a trustworthy, transparent business that believes in the quality of your products and values customer opinion.

ID-100150130Are you offering too much choice?

There is an argument that offering too much choice can actually overwhelm consumers and lead to less conversions. Renowned research carried out by Colombia University showed how offering too much choice can actually be demotivating to customers. Researchers used jam to test how choice effected end purchasing.

On the first day 24 jams were offered to taste and on another day just 6 jams were offered. Researchers found that although more shoppers stopped when there was 24 jams, when it came to purchasing 30% of shoppers who stopped at the 6 jam counter purchased a jam whereas only 3% of shoppers who stopped at the 24 jam counter actually purchased a jam. Researchers called this ‘choice fatigue’ where too many choices actually put customers off.

So when you are arranging your product pages think about how many products you have on each page. Rather than long lists of products, categorise them into more manageable, logical product groups that you can have on different pages. This will look cleaner, more organised, visually appealing and far simpler for your customers to navigate.

 

Finally, if you are looking for a bit of inspiration and some examples of online businesses who do it well, then Econsultancy has a great article on 15 inspiring examples of commerce product pages. It showcases online business who display there products in an interesting way and to their maximum advantage.

 We’d love to hear your thoughts and experiences on this subject, so do please leave a comment.

  • Welcome letters image courtesy of Lavoview at FreeDigitalPhotos.net
  • Typewriter Image courtesy of Just2shutter / FreeDigitalPhotos.net
  • Retro Camera image courtesy of Mr Lightman at FreeDigitalPhotos.net
  • Thumbs up image courtesy of Stuart Miles / FreeDigitalPhotos.net
  • Jam jar image courtesy of artur84 at FreeDigitalPhotos.net
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How customer reviews can help grow your online business

Part 1 : Embracing customer feedback

word of mouth marketingWord of mouth has always been one of the most successful ways of promoting a product or service. People trust the personal recommendations of friends and family above even the most innovative sales techniques or advertising . But where once word of mouth was primarily the domain of local businesses and limited to personal recommendations from friends and family, the internet has seen word of mouth marketing explode. In recent years we have seen a massive boom in customers sharing their opinions on products and services via specific review sites, digital media, social media networks, discussion forums,  blogs and online retail sites.

“The most influential element driving purchase decisions today is word of mouth.” Word of Mouth Marketing Association

The rise of word of mouth has also seen a change in the traditional purchase journey, having a direct impact on consumers decision-making process. Never before have consumers had so much product and service information at their fingertips. Nowadays, very rarely would I purchase a new item without first checking out online product reviews or would I book an unknown hotel without having a quick peek at a site like Trip Advisor. Online reviews and customer feedback are an integral  part of word of mouth marketing as a way for people to recommend products and share their opinion with others.

In part 1 we look at the benefits customer feedback can bring your business and how to encourage it. And in part 2 we will examine how best to manage negative customer feedback.

The benefits customer reviews can bring your business

As a key part of a customers decision-making process, we take a look at the many benefits positive customer feedback can bring your business.

  • Help drive sales: Since so many customers now look at reviews prior to making a purchase positive feedback can help drive your sales. For example, supposing a customer was deciding between purchasing a product from you or a similar product from one of your competitors (all other variables being equal), if your product had no customer reviews and your competitors had positive customer reviews, the likelihood is your competitor is more likely to make the sale.
  • Improve conversion rates:  Customer reviews are a great way to win over wavering purchasers. They can address and remove any  lingering doubt a prospective customer may have over making the final purchasing decision. For example suppose I was wavering over whether to buy a particular dress as I had concerns about how the garment would stand up to washing. A customer review stating that they had found the garment kept its shape well after washing is going to help remove any remaining doubt I have and mean a higher probability of an actual sale. 
  • Improve brand trust and credibility: Online businesses who embrace customer feedback are more likely to benefit from improved consumer trust in their product or service. It helps enforce brand credibility by conveying to customers you are confident in the quality of your products and service, you value your customers opinions and are a transparent and trustworthy business.
  • Additional sales tool. Positive customer reviews can work for you as an additional sales tool. You will find many customer reviews outline the different features and benefits of a particular product or service – helping you reinforce your sales message to prospective customers.
  • Build customer relationships. Providing the opportunity for customers to engage with you by being able to provide feedback on your products and services, shows your customers you that you value them – their opinion matters to you.
  • Research tool. Customer reviews are a great, qualitative method of getting some feedback from customers as to what products are working well and what could be improved. For example if a number of customers are highlighting a similar issue with a product then you know it is something you probably need to investigate. Remember we can all learn from a bit of  constructive criticism.
  • Helps SEO. Including customer reviews on your site is an additional way of adding fresh relevant content to your website helping with Search Engine Optimisation.

customer feedback7 ways to encourage your customers to give feedback

So how can you encourage feedback from your customers? Obviously the best way to ensure positive reviews is to offer a great product, exemplary service and all round excellent customer experience. However there are also a few ways that you can help things along and prompt customers to feedback.

  1. Have product reviews visible on your website (both positive and negative).  Customer reviews should be somewhere visible on your website. And make sure you have a balance of positive and negative reviews. Overwhelming positive reviews can look a bit contrived and less believable.
  2. Ask for it. Don’t be afraid to contact customers who have recently purchased a product to solicit feedback. Customers who have just received a product or service are usually more willing to take time out to write a review.  A simple email a week or so after customers have received your product expressing that you hope they are enjoying their new purchase and asking for some feedback work well and show customers you care.
  3. Make it simple to submit a review. Make it as easy as possible for a customer to submit a review. If the process is complicated and they have to swing through hoops – customers simply won’t do it. If you have a review page then make sure the link is clearly visible and use it in email correspondence.
  4. Respond to comments . Show customers that you appreciate them leaving a comment by replying to them. This applies to both positive and negative comments (we’ll  examine the best way to respond to negative comments in part 2 of this bog). If someone has taken time out of their day to offer feedback on a product or service, comment on Facebook or read and remark on a blog post, then try your best to respond. It shows you value what they have to say and increases the likelihood that they will engage with your business again.
  5. Offer an incentive.  You do need to walk a careful line here and not over incentivise . What you don’t want is people sending in product reviews just to receive an incentive as these reviews are more likely to appear insincere. However entry into a monthly free prize draw can work well. Or,  you could send an incentive after they have submitted a review as way of a thank you. This way you know the reviewer hasn’t been influenced by the incentive alone .  
  6. Interact on your social media sites. Try to create an environment where your customers see a face behind the business. Remember people like to deal with people. So interacting on social networks, writing blogs and so on can convey  a business that is interested in engaging with their customers which in turn makes customers more likely to respond.
  7. Exploit customer feedback to its full potential. When you think about it you’ll realise that you can actually receive customer feedback in a number of different ways – not just through customer reviews. You may have some feedback during a telephone conversation with a customer or in an email exchange. Some of these me of these off the cuff remarks can make excellent testimonials that you can use on your website (just make sure you ask them for permission).

Customer feedback in the form of reviews, questionnaires testimonials, ‘likes’ and ‘sharing’ can all have a positive impact on your business. So finding ways to encourage customers to converse with you makes sense. In part 2 of this blog we will be looking at how to manage negative feedback.

 

We’d love to hear your thoughts and experiences on this post, so please do leave a comment.

Thumbs up image courtesy of Stuart Miles / FreeDigitalPhotos.net

Survey Form image courtesy of tiramisustudio / FreeDigitalPhotos.net