If you’re reading this then there’s a very good chance you have an eCommerce website. Just as likely is the fact your conversion rate currently sits somewhere between 2%-5%. If it’s over this, then bravo. You’re either doing something right, you have relatively low traffic, or you’re in a very niche industry (light-up false eyelashes are apparently a thing).

However, if you’re under 2% – which incidentally, a large percentage of eCommerce retailers are – then there may be opportunities for CRO improvement. Small wins can make a big difference if you commit to them for long enough.  

You might be thinking – Is an investment in testing really worth it?

We would obviously say yes. But let’s give you a real-world example instead. One of our recent clients, a well-established eCommerce retailer, performs profitably & consistently YoY, generating in excess of £2 million turnover per annum as an average. This is based on a long-standing 1.6% conversion rate. Changing this to 1.8% conversion rate delivered a 12.5% increase in annual sales/revenue. That’s £250,000 more in revenue per annum and climbing, as the performance improvement creates a compound effect.

This wasn’t achieved with a new product, more advertising budget or digital alchemy – but simply revisiting some of the basics around eCommerce.

Today is about addressing a small amount of these the basics by trying to answer the question: What does a good eCommerce product page need to convert well?

I know what you’re thinking. ‘I already do all the basics.’

So maybe this article is no use to you and maybe it is?

While you’re here, why not hold up your website and audit it against some of these points and see how it compares.

1.      Pricing

That’s right. Straight for the jugular. Clients often scream blue murder when we talk price, but their customers all are, and so should you.

(To carry on the macabre metaphors just a little longer) We don’t expect you to kill your margins. However, how you present pricing can make a big difference to conversion rates.

We’ll start with one of our very best kept secrets (that is totally not a secret). It’s simple psychology, but it’s still surprisingly powerful.

We’ll show it in action.

Here we have two LG TV’s. Same price. Which offers the better value? 

If you’re not in a contrary mood today, your choice would be the one that is worth £2,499 and has £1,100 knocked off the price.

Why? – Well, you’re not buying a £1,399 TV anymore. You’re really buying a £2,499 TV for only £1,399. Therefore, you feel you’re getting more for your money. The perceived value of the product increases.

Here’s the rub. THEY’RE THE SAME TV!

Showing the recommended price and the actual price sets the bar high.

We ran one experiment where a customer approached us as they had the cheapest products on the market. but they were seeing poor conversions rates. We simply worked on increasing the prices of a group of products then reduced the prices back down to the previous amounts. The conversion rate for those products increased by over 250%!

Why? Because the customers did not feel they were buying cheap. They felt they were buying good products at cheaper prices. This subtle shift in mindset changed a customer’s perception of the product.

Other proven methods include showing the monthly repayment price for higher ticket items. One client of ours saw a 400%+ increase in annual orders by showing monthly price alongside annual pricing.

2.      Imagery

You all need pictures right. Pictures sell a product. Aside from the obvious ‘I need to know what I’m buying’ (unless it’s a jar of oxygen https://www.independent.co.uk/news/uk/home-news/man-sells-british-fresh-air-to-wealthy-chinese-elite-for-80-a-jar-a6857461.html), one other major reason for revisiting your product images is the fact that approximately 65% of the population are visual learners and product image quality varies wildly from website to website.

Visual learning does not just apply to a customer’s self-improvement and development, but also to their purchase decision making process.

Did you know that one of the top four reasons for people not converting online is that they ‘prefer to see/touch/test’ a product in real life, before purchasing?

Even though they know it’s the same product, they prefer to see it.

Here are a few tips from our little old team at Converted to improve imagery.

  1. One image isn’t always enough – to get a true feel for the product a customer might want to see the front, back, inside, outside and any other side. Make sure you have the right pictures to present the product appropriately. 
  2. Background colour – Inconsistent background colours can cause a website conversion rate to underperform. Also, background colours that do not match the rest of the website or brand is also a known conversion friction point.
  3. Product in situ – To get a perspective sometimes it is good to see a product in a situation, it might find itself in once purchased (I’m thinking furniture, what are you thinking?). Seeing a product alone and in situ, can help a customer visualise the same product in their environment.  
  4. 360-degree visuals – This may be slightly more expensive, but the investment can certainly pay off in terms of higher conversion rates.

Here’s a couple of examples of eCommerce websites we found while trawling the depths of the internet.

Bad:

See how the background is neither clean nor consistent.

Good:

See how Wayfair shows not only bare images but also in situ.

3.      Trust Elements – social proof

You probably already know what this is, but for some of you who may be new to business lingo bingo – trust elements is the term used for collateral that is meant to build trust between the buyer and the seller.

Reviews/testimonials/celebrity endorsements/recognisable brands/awards – all these play a part in building customer trust.

Today we’ll focus on social proofing. Social proof is where a business will use other buyers/customers and their experiences to help them sell to you. Providing social evidence that the pre-sale product claims and quality match the post-sale reality. Thus reducing the doubt a customer feels when making a buying decision.

One way of achieving this is through seller ratings. There are third party providers who will automate the process of capturing and sharing customer feedback through their website.

Three examples you might recognise are:

  • Trust Pilot
  • Reviews.co.uk
  • Feefo

We went and looked at three protein e-commerce retailers and audited their use of seller ratings to help build social roof.

The website below makes seller ratings a major part of above the fold experience.

4.      Decluttering your customer’s mind.
 

While the title of this sounds ambiguous, the premise is simple. There may be a desire to get across all your positive messages throughout your website, including your products pages.

However, too much can prove a distraction to the user, and hinder purchasing, as they are taken away from the star of the show. The product they were looking at. The core solution behind their motivation.

The more information, whether that’s choice, information or visual stimulus, the more opportunities there are for the key elements to be diluted.

I’m sure Office Furniture Online has done a whole bunch of tests around their product pages, but maybe they haven’t. Based on our perspective the above the fold space has a significant visual stimulus and can detract from the star of the show, the product. What they have got right though are the:

  • Good product pictures, including in-situ.
  • Good visualisations of the customisation elements, above the fold.
  • RRP and cost price, establishing a value benchmark for the product.

Or here we have an example of where too much can cause what’s important to be lost. This website has the price and CTA below the fold on desktop device in order to try and force in more sales messaging.

We compare these two approaches to a website such as allbirds.co.uk, where they make the options and the product itself stand out in the key above the fold presentation. They then make effective use of the rest of the page to communicate key messages. But do any of them feel crammed in, or busy? No sir-ee. Let’s list some of the things that look visually appealing and tick the main boxes.

  • Good quality product images
  • Images of the product in situ (on the feet)
  • All the customisation options.
  • Trust elements
  • Detailed reasons why these are different.
  • Visual cues to enhance these points.

5.      Product Copy

Last but certainly not least. Copy is often the most neglected area of any eCommerce website. However, given the right love and care, can be the difference between success and failure.

Presentation and wording both play a huge part in:

  • Highlighting features and benefits
  • Overcoming objections
  • Matching customer motivations to products
  • Understanding of the proposition and product

Here are two examples of product descriptions for the exact same product. A Bonsai tree starter kit.

Copy A

Grow it – Bonsai Tree

Bonsai is the creative art of aesthetic miniaturization of trees by growing them in containers. The results are stunning to say the least.

The Grow It Bonsai Tree Kit gives you a chance to grow a range of different bonsai trees in your own home. Growing your trees is simple – everything you need is inside this gift box including starter growing pots, compost discs, seeds and a booklet containing growing tips. A unique gift idea.

Green fingers aren’t required to grow a range of beautiful bonsai trees at home.

Inside the gift box:

  • 4 x Packets of mixed bonsai seeds
  • 5 x Starter growing pots made from coconut husk
  • 5 x Natural coconut husk compost discs which expand when watered
  • 5 x Wooden plant markers
  • Bonsai tree growing tips

Copy B

Grow a range of different bonsai trees in your own home. Growing your trees is simple – everything you need is inside this gift box including starter growing pots, compost discs, seeds and a booklet containing growing tips. A unique gift idea brought to us by Gift Republic.

Green fingers aren’t required to grow a range of beautiful bonsai trees at home. 

Inside the gift box:

  • 4 packets of mixed bonsai seeds
  • 5 starter growing pots made from coconut husk
  • 5 natural coconut husk compost discs which expand when watered
  • 5 wooden plant markers
  • Bonsai tree growing tips

Disclaimer:
This pack contains real plant seeds Origin UK. The plant seeds can die before or after germination. Please plant your seeds as soon as possible. Due to the varying nature of the conditions that the plant seeds are stored and grown in neither Gift Republic Ltd nor any other company supplying this gift pack can accept any liability in relation to the non performance of the seeds or coir disks and pots. This is a novelty gift and must be regarded as such.

Copy C

Grow Your Own Bonsai Tree Kit

The key to growing your own bonsai tree is patience, young grasshopper. These miniature marvels are easy enough to grow and our Bonsai Tree Starter Kit has everything you’ll need. With compost discs, seeds and starter pots, plus a handy instruction booklet, all you will need to do to grow a Bonsai tree is water it and wait.

Nowadays Bonsai trees are often put into homes to symbolise peace and happiness, making a Grow Your Own Bonsai Tree Kit a perfect housewarming kit. There is something incredibly satisfying about growing your own plants from seed and these wonderful trees can last a lifetime if kept in the right conditions and taken proper care of.

Featuring 4 different varieties in every set, a Bonsai Tree Starter Kit is a superb birthday gift idea for anyone who likes to garden but prefers the indoors. With 5 of these tiny beauties you can find immense satisfaction in pretending you are a giant in a forest or in imagining that your Bonsais are fully grown trees that just happen to be reeeeeaaaallly far away.

About the product

  • The Grow Your Own Bonsai Tree Kit contains everything you need to grow a Bonsai tree
  • Seeds may take a while to sprout so please be patient!
  • They should be planted as soon as possible and need plenty of light and water
  • Full instructions included
  • The kit measures approximately 16.5 x 12.5 x 9.5 cm.

What’s in the box?

  • 1 x Bonsai tree growing booklet.
  • 4 x Packet of mixed Bonsai seeds (different varieties).
  • 5 x Starter growing pots made from coconut husk.
  • 5 x Natural coconut husk compost discs which expand when watered.
  • 5 x Wooden plant markers

Irresistible reasons to buy

  • A generous 30 day money back guarantee.
  • Collect loyalty points and use them for discounts on future purchases.
  • Ideas for all tastes, budgets and occasions.
  • Award winning UK based customer service, with online chat support, telephone and email all available.
  • Next day delivery to ensure you get your gifts fast.

Looking at the three, Copy A makes use of bold fonts to highlight key information, for those who skim read. Copy B adds in a disclaimer that while potentially true, pours cold water on any users desire to buy the product. Yet Copy C goes one step further adding reasons to buy the product including some key features that might set them apart.

When comparing the same product at the same price, these small differences and improvements can be the difference between a purchase and a lost opportunity. Looking at the three copy options, which of the above stands out to you over the others?  

We could write an article purely on copywriting for product pages, but we haven’t time and to be frank my fingers are aching now.

Summary

So, there you have it. A Christmas gift from Converted to all you eCommerce websites with our 5 Ways to improving eCommerce conversion rates through better product pages. We hope this has helped you. If you’re looking for CRO for eCommerce or need support for your internal teams efforts, then speak to one of our consultants.

Otherwise good luck and we hope this helps you convert more!

 

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