Nov, 2023

Nov 21, 2023

Product Page Optimization: Tips to Increase Ecommerce Sales and ROI

If you’re an ecommerce brand, stop sending your hard-won traffic to your generic homepage. Those search ad clicks and email promo clicks should go to dedicated landing pages so you can turn that traffic into sales instead of wasted advertising spending.

Here at Naturality Digital, we've seen the disappointing results of brands who pump money into driving traffic without optimizing their on-site experience and landing pages. Don’t let that be you!

In this insight, we’ll explore how to create irresistible product landing pages primed to convert your newly acquired visitors into delighted customers.

Seduce Shoppers with an Irresistible Offer

Your headline and imagery make up the first impression shoppers have of your product. Make it love at first sight with an offer they simply can't pass up. For example, Carol chose to highlight a big discount for a limited time (Halloween sale) offer to entice shoppers to scroll down.

Need to go more aggressive for conversions? Push your pricing as aggressively as possible, for a limited time, create a sense of urgency with a countdown and a red button CTA, and build your effective email marketing automation in case not enough customers get to finalize the checkout.

▲Picture from Carol, copyright belongs to the original author

Headlines That Speak Directly to Shoppers

Focus your headline on the core value your product provides. One thing Carol exercise bikes could have done better is quantify the benefits using numbers to create a sense of tangible value. For example, if your product helps users sleep better, your headline could be “Fall Asleep in Under 20 Minutes with Our Premium Sleep Spray.”

Also, consider using emotional triggers like FOMO (fear of missing out) or urgency to encourage action. Headlines aren't necessarily meant to seal the deal, but they should act as a hook to capture attention and get shoppers interested in learning more.

Use Call To Values Instead (CTV) of Call To Actions (CTA) Buttons

Potential customers need a compelling reason to take action – whether it's clicking a button, sharing their email, or making a purchase. They want to understand the value they'll gain from their decision.

This is where the Call-to-Value steps into the spotlight, transforming the over abused Call-to-Actions into irresistible invitations. Let's explore fresh examples that infuse value into these overused prompts:

Buy Now → Save 40% Today: Encourage immediate action by highlighting the value of significant savings.
Sign Up → Start Your Free Trial Now: Position signing up as the start of an exciting, no-cost journey.
Subscribe → Kickstart Your Experience: Frame subscription as the gateway to initiating a valuable experience.
Join Today → Get It with Risk-Free: Emphasize the freedom of trying it without any cost or commitment.
Shop Now → Get Yours Today: Make the call to action about ownership, creating a sense of exclusivity.
Get Started → Craft Your Experience Now: Highlight the user's role in crafting their unique experience.
Sign Up for Notifications → Stay Ahead of Others: Convey the idea of being well-informed and ahead of others.

In an age where value reigns supreme, leveraging the power of Call-to-Value buttons can be a game-changer. It transforms a simple click into a meaningful interaction, driving conversions, and ultimately, supercharging your ROI.

High-Quality Product Images That Captivate

They say a picture is worth a thousand words. Well, product photos allow you to demonstrate the quality and use of your product visually. Use lifestyle imagery and shoot from multiple angles to showcase the product’s features in real-world settings. Invest in professional photography to really make your product shine.

Turn Your Images into Dynamic Visuals

An emerging trend on many websites is the use of 3D visuals. It does a better job of capturing the buyer's attention and provides a more interactive shopping experience, depending on your product category.

Product Demonstration Videos That Show and Tell

Seeing is believing. Product videos and GIFs (or short videos) that showcase how your product works can significantly boost your product page conversion techniques. Consider showing short demonstrations or tutorials of how the product is used. This builds credibility and gives potential buyers more confidence to purchase.

Avoid making a list of technical specifications impossible to understand. Instead, explain the benefit of the product with a concise clear message.

For example, Crowd Cow uses this short gift to demo how you can prepare a beautiful turkey for Thanksgiving.

▲Picture from Crowd Cow, copyright belongs to the original author

Remove Roadblocks in the Journey to Purchase

Beyond making a great first impression, you must take the necessary steps to remove any friction in the user journey, from landing on your page to completing the desired conversion.

Modern landing pages prioritize a minimalist design and logical layout to guide visitors smoothly through finding the perfect product or service. This also leaves plenty of room for other products that may be part of your cross-selling strategies.

The fewer clicks to the final step, the more conversions you’ll get.

Minimalist Design That Declutters

We cannot overstate this. Avoid clutter and focus on drawing users’ attention to the most important elements and actions, like adding to a cart or contacting sales. Too much text or even imagery might come off as scammy.

Instead, generous use of whitespace keeps your product page layout and design clean. Remove distracting navigation menus and declutter sections users don’t need to see.

Avoid to over tell on your page, telling everything and nothing, or you’ll get to have your hands empty.

Layout That Leads Shoppers

Guide visitors on a clear path through your page. Place your primary Call-To-Value button above the fold so users see it immediately. Then, organize additional content, like conversion-driven product descriptions or testimonials, along the logical flow down the page. Remove unnecessary clicks and hoops for users to take clear action.

Fast Page Speed for Frictionless Browsing

Even a few extra seconds of load time can cause high abandonment rates. Use image optimization, minified code, and caching solutions to maximize landing page speed. This leads to higher conversions.

Nobody likes waiting on a slow site. Make it snappy!

Building Trust on Product Pages with Social Proof

New visitors need reassurance that your product is worth the investment, especially if they've just arrived from an advert from Facebook, Google or TikTok. Build trust and credibility through social proof elements on your landing page.

For example, mattress brand Leesa features a whole section of verified buyer reviews, so I know I’m not the first to take a chance on this relatively new company. Seeing their 4.5-star average review score makes me confident I’ll have a good experience, too.

Customer Testimonials as Social Validation: Display rave reviews from verified purchasers. Seeing other customers vouch for your product’s value provides the social validation shoppers need.
Trust Badges That Calm Concerns: Security badges like Norton or McAfee and certifications like BBB convey to visitors that your business is legitimate and safe to purchase from. Don’t leave new visitors worrying!
Expert Opinions Lend Credibility: Quote industry influencers, journalists, or thought leaders to back up claims about your product. Experts can lend third-party credibility. For example, “9 out of 10 dentists recommend Crest” has sold a lot of toothpaste over the years. Leverage that tried and true social proof tactic!
Return Policy: A clear and generous return policy can also help build trust with shoppers. Knowing they have the option to return a product if it doesn’t meet their expectations can alleviate concerns, enticing them to make a purchase.

▲Bowflex clearly highlights their risk-free shopping experience. Picture from Bowflex, copyright belongs to the original author

CTA (or better CTV) Design That Drives Clicks

The number one goal of your landing page is to get visitors to take action. Your CTA (or better Call-To-Value as explained above) button is the key to doing so, ultimately driving conversions. As such, you must ensure it is optimized for visibility and clicks.

Here are a few tips you can use to really make those CTAs pop:

High-Contrast Button Colors: Use high-contrast colors, like an orange button on a blue background. This draws the eye instantly to the most important element. Red colored buttons are some of the best options to let potential customers tap, tap, tap.
Action-Driven Button Copy: Button text like “Add to Cart” or “Shop Now” clearly tells users the intended action. Add urgency with “Order in the Next 2 Hours for Free Shipping.”
Strategic Button Placement: Put your primary CTA/CTV in prominent locations above the fold and along the logical path through the page layout. This ensures visitors don’t miss the call to action as they scroll and skim.
Secondary Call-To-Actions for Backup: While you want one prominent CTA/CTV, also include secondary calls to action throughout page content and in exit intent popups. Give users multiple opportunities to click.

Mobile-Friendly Pages Are Sales-Friendly

With over half of the shopping traffic coming from smartphones, optimizing for mobile is non-negotiable for product landing pages. Most of your competitors are already ahead of the game, so you don’t want to risk losing customers by not providing a seamless mobile experience.

Here are some final key considerations for creating a mobile-friendly page:

Responsively Designed for All Devices: Your landing page layout should adjust seamlessly across device sizes. Pages that are misformatted on mobile might cause shoppers to leave faster than they arrived.
Accessibility: Accessibility, the process of designing and developing websites that are usable by people with disabilities, is becoming increasingly important. Adding features like alt text for images and keyboard navigation can make a big difference in enhancing user experience on product pages. You also want to account for the visually impaired and those with larger fingers. Size buttons and touch targets generously, at least 48-54 pixels if not more, so they are easy to tap on small mobile screens, and don’t forget to leave a good margin space all around it. This reduces accidental exits.

Conclusion: Optimizing Product Page for Sales For More Sales

Optimizing your product landing pages takes a bit more upfront effort but pays off dramatically by securing more customers. By irresistibly showcasing your product or service offer, smoothing the path to purchase, and instilling buyer confidence, you can maximize the sales earned from newly acquired traffic. Just like some of these websites can do.

Now that you’re armed with e-commerce product page tips to create high-converting landing pages, it’s time to start optimizing your site. Your improved product pages will hook more shoppers and boost conversions from day one!

If you need help with product page optimization, or create a new outstanding creative product or landing page customized for your product, the experts at Naturality Digital can create high-converting designs tailored to your brand. Contact us today to get started maximizing your product landing page ROI and stop overspending or wasting money on your ads.