5 Product Page Tips to Boost Your Ecommerce Conversion Rate
Do you sell products online?
If so, would you like to sell more products online?
The best way to boost your ecommerce conversion rate is to optimize your product page. Structure it strategically, and you’ll persuade more people to buy.
Keep reading for our top five tips for a sales page that… well, sells.
Why Your Product Page Will Make or Break Your Online Sales
Getting someone to visit your product page is only half the battle. The other half is getting them to click “BUY NOW” — not the dreaded “back” button.
A well-crafted product page is essential to your online sales because:
- It’s not the only product your customer is considering. As many as 85% of customers will research several similar products before deciding on one. Your product page helps them narrow down their options.
- It shows customers why to buy from you, not your competitors. Since your customers are comparing your product against others’, your product page needs to persuade them why yours is the best.
- It’s the only thing standing between you and a sale. If someone’s on your product page, they are this close to purchasing. Whether or not they do is 100% dependent on how compelling your page is.
What’s a Good Ecommerce Conversion Rate, Anyway?
The goal of any business that sells products online is to sell more products online. But what’s a reasonable ecommerce conversion rate for your business?
Shopify says 2.5% is the overall standard, though numbers vary drastically based on industry, platform, and other factors.
Here are the average ecommerce conversion rates for a handful of creative industries, according to HubSpot:
- Arts and Crafts: 3.84% – 4.07%
- Fashion, Clothing, and Accessories: 1.01% – 2.20%
- Food and Drink: 1.00% – 2.01%
- Health and Wellbeing: 1.87% – 4.20%
- Home Accessories and Giftware: 1.55% – 2.34%
Don’t panic if your online conversion rate falls outside these benchmarks. On the other hand, don’t settle for 1% when your site could be converting at 3–5% or more…
5 Tips to Increase Your Ecommerce Conversion Rate
There are tons of different ways to increase your ecommerce conversion rate. Let’s focus on our top five secrets to optimize your product page for sales, sales, and more sales…
1. Think Product Page, Not Sales Page
In the online business world, we talk a lot about sales pages. The thing is, a “sales page” can mean different things in different contexts.
A product page is a type of sales page. But it’s not even close to the long-form sales page you’re probably familiar with as a creative entrepreneur.
Here are three key differences between a traditional sales page and an ecommerce product page:
Content Above the Fold
- Sales page: Starts by addressing the reader’s problem, then eases into the solution, and finally gets to the offer a third or halfway down the page.
- Product page: Cuts to the chase with the product name, description, image, price, and CTA all above the fold (in other words, before the reader has to scroll).
Price Point
- Sales page: Typically a higher-ticket offer. Requires more persuasion before committing.
- Product page: Typically a lower-ticket offer. Easier to “ADD TO CART.”
Variety of Links
- Sales page: One main call to action (CTA). Verbiage on buttons may differ, but all link to one desired URL.
- Product page: Can have several CTAs. “BUY NOW” should be most prominent, but other relevant links may appear (e.g., related products).
2. Talk About Benefits AND Features
Copywriters like us often preach about emphasizing the benefits of a product or service, not its features. Here’s the difference:
- Feature: What the product does or includes (e.g., free website setup course)
- Benefit: Why that feature matters to your customer (e.g., so you can launch faster and won’t get stuck)
While benefits are ultimately what get people to buy, features do have an important place on your ecommerce site.
Here are three types of feature-focused sections you could include on your product page:
- List(s) of everything included
- “How it works”
- Installation instructions
- Disclaimers
- Return information
- Support options
3. Know Your Audience(s)
If you sell to everyone, you’ll sell to no one.
Don’t try to appeal to all buyers on your product page. Focus on those who are most likely to buy.
Here are the three key audiences to address on your product page:
Your Ideal Customer
You’ve probably done an ideal customer avatar (ICA) exercise for your business at some point. Keep that ICA in mind as you craft copy and design that address their specific pain points and desires.
Cold Audiences
Depending on your promotional methods — ads, SEO, affiliates, etc — your product page might get a good amount of cold traffic. Make sure your product page appeals to people who have never visited your site or even heard of your brand.
Search Engines
We’re talking about both Google and your website’s built-in search tool (hopefully you have one!). Include keywords in your product page copy that match what buyers are actually searching. Keep search engines (and human searchers) happy with a good website user experience — a logical flow to the page, solid type hierarchy, bullet points, etc.
4. Channel Your Inner Storyteller
Humans connect with stories.
In fact, storytelling increases the value of products by up to 2,706%. So, yeah, it can help you increase your ecommerce conversion rate!
Here are three types of stories to tell on your product page:
Your Potential Customer’s Story
Always focus more on your ICA than your own business. Lure them in with an emotional hook in your product description. Use the word “you” often, so they envision themselves purchasing the product. Consider a “This product is best for…” section, too.
Your Previous Customers’ Stories
Your previous customers can tell your product’s story better than you can. Include social proof elements like customer reviews, number of products sold, or a portfolio or showcase.
Your Business’s Story
Yes, your own story deserves some love, too! Build your brand authority with an about section, any credentials or awards you’ve won, impressive clients you’ve worked with, etc. Keep these sections toward the bottom of the page, so the focus remains on your client and product.
5. Don’t Pretend Your Product Will Bring World Peace
While your product is surely outstanding, we’re guessing it doesn’t actually save lives. (If it does — color us impressed.)
Don’t fall into the temptation of overpromising results on your product page. Buyers can read right through those lofty claims. Instead, build trust by tactfully addressing the potential downsides of your product.
Here are three ways to overcome your customers’ objections on your product page:
Down-to-Earth Copy
Copywriting techniques to try:
- Use fewer adjectives, which can seem insincere (opt for power verbs or nouns instead).
- Use fewer words in general, since overblown copy sounds like you’re trying too hard.
- Write for the scanner, so buyers can make a decision easily (e.g., headings, bullet points, white space).
Frequently Asked Questions
Examples of FAQs:
- “Is this product really for me?”
- “What’s all included?”
- “What else do I need to buy?”
- “How does it work?”
- “What support is available?”
Other Resources
For instance:
- Contact section
- Free resources related to your product
- Comparison chart
- “Which product is right for me?” quiz
- Related products section
Want More Help Boosting Your Ecommerce Conversion Rate?
Optimizing your product pages is a lot of work, but it’s worth it. Even a 0.25% boost in conversions can result in thousands of dollars over time.
Conversion copywriting is what we do best here at Quotable Copy. We even have a background in website design, so we know what it takes to stand out, sound good, and sell more online.
Reach out for a custom quote for your ecommerce business today!
