6 Best Practices for Setting Up Ecommerce Product Pages That Sell

What makes some ecommerce sales pages convert better than others? It’s usually not just one factor, it’s several. Good website pages for products or services will use best practices that draw in the visitor with engaging text and imagery that gives them a clear path to a buying decision.

Just putting a product up online will not guarantee that people will come flocking to your business. Websites are one of the main drivers of sales in this digital age, and if your pages aren’t designed well, your business will suffer.

Nearly half (48%) of people say that the design of a company’s website is the main way they judge that business and its credibility. The same is true for products. If the page doesn’t look professional or if it’s too text-heavy, people will not trust the product advertised and be less likely to purchase it.

Take a critical look at your current product and services pages and apply the following best practices to boost their selling power.

  1. Use Good Quality Images

Imagine you’re looking online for a new sofa table for your living room. If you land on a site with a grainy image or one that is hard to see in detail, you’re likely to move on. You can’t trust a site that doesn’t provide you with a clear picture of what you’re getting before you purchase.

Make sure you use good-quality images for your products and use more than one. Try to get the product at different angles and provide a way to zoom in to see more detail.

Product videos are also great to use if you have a product or service that needs a little more explanation.

Make sure you work with a graphic design professional that knows how to balance quality with size. If you use too many large, unoptimized images, it can slow your site down (which conflicts with the next best practice).

  1. Make Sure the Page Loads Fast

Approximately 70% of consumers say that the speed at which a page loads factors into their willingness to purchase from that website. People aren’t willing to stick around for more than a few seconds waiting for pages to load, so you need to ensure your site is optimized for speed.

You can look at your page on Google’s PageSpeed Insights tool to see where you compare as far as desktop and mobile speed. Most online shoppers are shopping via mobile, so mobile speed is very important.

Get a website developer to help you “read the tea leaves” of the Google report, as there are generally multiple suggestions listed to improve site speed.

  1. Use a Version of the “Inverted Pyramid” for Text Structure

A lot of casual browsers never make it all the way to the end of your webpage, so you want to grab them as fast as possible. We call this grabbing attention approach “above the fold,” This approach introduces the main details at the top of the page to avoid users from having to scroll down to see more.

In journalism, reporters use an inverted pyramid structure. They include a story’s most relevant details first, move on to other details, and display the less important information at the end.

Use this same format when creating the text structure and content for your page. Grab the reader’s attention first with the most important things they need to know about your product, then add other less important details as you move down the page.

  1. Include Social Proof (i.e., Reviews)

Trust is an important factor in selling. Someone needs to trust your company and trust the product that you’re selling. You should include social proof on your product page. Even if you have reviews on another page on your site, don’t make someone click away to see them. Embed a few on your product page.

34% of shoppers say that they always read online reviews before they buy.

Another form of social proof is to include certifications or awards garnered by your company. These are other important factors that help you earn consumer trust.

  1. Have a Clear Call to Action (CTA)

Make sure people know what you want them to do right away. This is the call to action (CTA). On a sales page, you may want to include it more than once. For example, add a purchase button above the fold and another one further down the page.

Buttons get a better response than a text link when it comes to purchasing links. Just look at how some of the larger retailers like Amazon do it and you’ll see a pattern that you can leverage.

  1. Make Sure Your Traffic Drivers (PPC, SEO, etc.) Are Relevant

If someone clicks on a pay-per-click (PPC) ad for “red tennis shoes” and they end up on a landing page for sandals, they’ll likely leave the site immediately. That’s wasted money due to poor PPC landing page coordination.

Make sure your PPC ads and SEO keywords are relevant to the page that you’re sending someone to. This reduces the risk of losing people due to a mismatched message.

Boost the Selling Power of Your Product Pages with Twin State Technical Services

Need a pro to improve your website’s conversions? Twin State Technical Services can help your Quad Cities area business support your ecommerce platform, product pages, and digital marketing services.

Contact us today for a consultation. Call 563-441-1504 or contact us online.

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