Econsultancy: 10 big strokes to improve the conversion rate of shopping website product page

Product Introduction Page design is art, this page to ensure that provide enough information to help users to buy product purchase decision to encourage users to purchase, but also to ensure that the page is available.

Let's take a look at the features of the 10 products page to increase user conversion and enhance user experience.

User comments

User reviews are undoubtedly extremely damaging to the promotion or blocking of user purchases, as these are the experiences of the users who purchased the product. Research from Reevoo shows that 88% of users often or always refer to the user's comments in their shopping decisions. 60% of people are more willing to buy products on websites that have reviews. Iperceptions's research also found that 63% of users prefer to buy products on websites with user reviews.

Reevoo Previous research also found that a product comments more than 50 or more of the comment amount means that conversion rate to increase by 4.6%, another comment on SEO is also good.

Up/Cross Sales

Show users similar products or show users who have purchased them also buy XX to increase the number of baskets and encourage users to buy more expensive products.

Research from Predictiveintent shows that upward selling techniques, such as showing shoppers a similar but higher-priced product that he is currently looking at, can increase sales by 4%, while simple cross-selling, such as showing a user who has purchased the product, has only 0.2% of the increase compared to XX.

But the data also show that in the checkout link, cross-selling Recommendations can increase sales revenue by 3%, and of course provide user-interested recommendations and user-annoying recommendations only between the line. E-commerce websites should be more intelligent in recommending.

Large, high-resolution picture

Photos are the face of the product, attractive product images have a positive effect on sales and can reduce the return rate. The downside is that low quality, low-resolution photos make your site look unprofessional and leave a negative impression on the user. The product image used by Quiksilver allows the user to zoom in automatically when they move the mouse over the picture.

Pictures are especially important for fashion retailers, because users can't try products on the web like they do in stores, and high-definition images can make up for the flaw. High-quality images give users a clearer picture of the material and materials used in the garment.

Some products really need to provide users with information that can help them make purchase decisions from multiple perspectives. Photos from different angles do answer the user's inquiries, such as lines and slots on the back of the TV, or other similar information.

This information should also be included in the description of the product, but the image can give users a quick visual impression.

360 degree view

Most of the electronic business sites provide users with multiple pictures of the same product, but the 360-degree panoramic view of the site is still quite small.

Stencils Group, a company that runs online stores, finds that there are always angles that users would like to see but not show. Increasing the product 360-degree view can increase the conversion rate by 20% and reduce the return rate.

But deploying a 360-degree view is a costly effort.

Bold Action Hint button

Action hint buttons, such as adding to a shopping cart, need to stand out from the user and let them take the next action without hesitation to complete the purchase.

Which buttons do not have a clear answer, the combination of different colors, button sizes, cue words and so on to find the most effective combination is very important.

Bright colors are the most obvious, but also take into account that some colors may trigger some of the user's emotions.

Social Sharing button

The ubiquitous social-sharing buttons on the electric-business web site are a bit of a social fatigue, but they help to bring extra exposure to the product.

If you spend a lot of time making a beautiful picture, then you should make it easy for people to share this image; This will become very important because Pinterest is becoming very popular among users, and it emphasizes that eye-catching visual means attractive images should be easily shared and diverted.

This is good news for the electric business website, and we see a lot of data showing that Pinterest has brought considerable sales to some retailers.

Product Video

While it is difficult to create high levels of product video, the benefits of the conversion rate are obvious:

Zappos after using a video demo on a product page, sales grew 6% to 30%

Users who see product videos on the Stacks and Stacks Products page Add products to the cart 144% higher than other users

In ice.com, the user conversion rate of the video was increased by 400% in the product page, and the return rate was reduced from 12% to 9%.

shoeline.com deployment of Video product page conversion rate increased by 44%.

Simplypiste.com on the product page of the video to improve the conversion rate of 25%, also brought the decline in return rate.

To play the potential of product video, you should show users the value of the products used to help users buy decisions.

In addition, video content should be integrated in the product page, can improve SEO, than pop-up windows can bring a better user experience.

Significant display of return/distribution information

Information related to the distribution and return policy is a key factor in the user's decision to make a purchase. If the distribution option is too expensive or inflexible, or if the return policy is too stringent, this will only allow the user to give up the purchase.

This information should be displayed or provided on the product page, if you have competitive distribution and barrier-free return policies, then these may be sold as drives.

Other competitive advantages that you have in common with other competitors should be made easy for users to discover.

The research from comscore found that in every aspect of the electrical quotient website, the lower satisfaction is related to the distribution and return.

When asked what areas of Internet retailers want to upgrade, 58% choose free distribution, then a convenient return policy (42%), and product brand diversification and online monitoring capacity (two are 38%)

The study also showed that 55% of respondents abandoned their shopping carts because of the cost of distribution, which made the overall purchase cost too high. In addition, 40% said they canceled shopping when the distribution information display too late.

It is critical to demonstrate a clear and visible distribution and return policy.

Detailed Product Description

You want to make sure that your product page can answer all of the user's questions about the product, or else they will look for or buy it elsewhere.

The most common mistake is simply to put the product descriptions provided by the manufacturer on the product page without providing some more personalized and unique descriptions and using more persuasive language.

The other good thing about the original text is that you can make it stand out in search engines, because many sites use a stereotyped description.

The details of different products are different, but in general you need to make sure that the key features of the user's product are clearly understood.

You should emphasize the product's selling points, such as quality, product value and key information such as size, color and cost.

Inventory information

This is quite frustrating when a user tries to add a product to the cart and finds that it has been sold.

Typically, retailers hide inventory information in a Drop-down menu, or appear after a user makes a choice.

The problem became very prominent in the absence of a serious product, but the user was not alerted beforehand. Boden solves this problem by showing inventory information in the grid, and actually displays inventory information for each dimension and color.

If it fits your size, I'll tell you how long it will be.

This can reduce the frustration of users not buying the goods they want.

Source: 199IT Compilation analysis