Product Pages CRO 2023: Exmaples and Practices

The typical conversion rates for eCommerce websites range from 1% to 3%. That alone should motivate you to focus more on raising your conversion rates. Your product pages should be one of your main priorities. Creating a seamless, quick-loading, and high-converting product page is essential. You need to do more than just use large graphics, clear CTAs, and glowing customer evaluations to do that. You must study psychology, UX, copy, and design in greater depth. We achieve just that in this piece by walking you through the frequently debated points that only the best eCommerce sites employ to increase their conversion rates.

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Psychology

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1. Communicate product availability BEFORE checkout

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What do customers enjoy most about you? Transparency.  Even when it doesn't work in their favor, they prefer the truth. According to the Edelman report, 90% of consumers wanted businesses to be more transparent. This is so because credibility depends on transparency. Credibility increases conversion rates. How may this psychology be used, for instance, on your Shopify product page? Try to picture the stock meter. When a visitor adds a product from your product detail page to their shopping cart, they anticipate being able to make a purchase. Their thoughts are consumed by the desire for satisfaction. Imagine their despair when they learn the item is out of stock on the checkout page. They'll abandon the cart out of wrath instead of anticipation, never to return. How can this be resolved? Inform customers that your product is available close to the "add to cart" button. They can arrange their purchase properly and perhaps look for alternatives because they are prepared for the bad (or good) news.

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2. Use price anchoring to boost the customer's lifetime value

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An interesting fact is that customers care more about a product's perception than its price. Let's elaborate. Customers see pricing fairly. They might think a $3000 watch is pricey, for instance, if they saw it. However, it appears less expensive when they compare the original price to one that has been reduced by $12000. What causes this to occur? since there is an anchoring bias. Humans have a cognitive bias where they frequently relate to the first piece of context that is given to them. The initial pricing point is presented in this instance. This serves as a guide for them so they can base their judgment or decisions on further details. What applications does it have for your goods? Price anchoring is already widely used by retailers to promote their goods.

Things can be done a little bit differently. You can show the pricing of a product both separately and as part of a package. Even though the bundle may cost a little bit more, it offers more quantities or product varieties than buying a single item alone. You can emphasize the benefits that clients will receive from selecting the bundle.

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3. Stick to familiar icons

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Customers are also people. They are also motivated by feelings. Fear is one of the main feelings that affect them. Fear of the unknown, the concealed, or the foreign can appear in several ways. It is your responsibility as a retailer to allay their worries and make them feel comfortable. Using familiarity is a simple approach to accomplish this.

It’s a simple equation:

Familiar = Safe = Trustworthy

Trust plays a huge role in conversions. You can drive your customers to trust your site by using familiar elements on it.

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UX

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1. Offer easy customizations

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Wonderful product page to provide clients with a product that is customized for them, UX allows customizations at every stage.

The following are some examples of customizations you can provide to your clients:

• Size chart (include international sizing conventions + show measurements in both cms and inches)
• Currency converter (set up international pricing models and rounding rules to avoid charging extra from customers)
• Shipping location (use AI-powered geolocation picker so that customers don’t have to)
• Delivery confirmation (confirm if delivery is possible to the customer’s location)
• Shipping charges (display estimated shipping charges based on location)

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2. Help customers consume product information easily

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Today's eCommerce market is extremely competitive. Customers now anticipate quick delivery from retail websites. If they don't, they can choose to relocate to a different location. You as a store don't want to take up the user's time by trying to tell them where to look for what they need. Or prepare for them to go on a treasure quest through a challenging navigational jungle to make a purchase. You must make it simple and intuitive for people to read the stuff on your website. Utilizing visual dividers is one method you can use to achieve this.

They are designed layout elements for product pages that delineate the various types of content on your Shopify website. Users can simply understand the layout because of this. Additionally, it arranges the page in predetermined patterns, influencing visual perception.  You can utilize a variety of visual dividers, including lines, colors, images, and negative space.

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3. Consistency - an underrated conversion driver

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Imagine visiting a website where every page has a different design. How would you feel? You won't be able to relate to anything, which would make you hesitant to trust the brand. When you exercise your creativity and redesign your product pages, the same thing takes place. This is especially true if you manage several products. Consistency is important in eCommerce UX design to establish credibility. Maintaining a consistent product design and elements across all channels is how you attain consistency. This lessens mental strain and improves user experience.

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Design

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1. Get as close to a visual demonstration as possible

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What causes your consumers to quit surfing and start wanting your products? the sensation of getting a close-up look at the products. This occurs as a result of your product photos. When done well, these are the ones that draw in your audience and tilt the scale in favor of a purchase. The customer and the product are constantly separated while purchasing online by the screen. The difference between the real world and the virtual world has been greatly reduced by technology.

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2. Don’t forget to keep it simple

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Retailers frequently neglect the end-user experience in favor of bolstering their product pages. Customers are one step away from purchasing while they are on your product page. They will become overwhelmed if you give them too much information or too many different things to consider. Customers experience buying anxiety just before making a purchase, in any scenario. The cognitive effort will only increase if the product page is cluttered. Keep your design as straightforward as you can to spare people from having to process too much. Negative space is important because it allows your elements to breathe. It enhances the visibility of your product photographs and facilitates information consumption by making text simpler to read.

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3. Display additional information intuitively

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Numerous factors influence the decision to purchase. The realistic information-gathering side strives to rationalize the purchase in addition to the impulse urge to buy the thing. Your product page should be created for both. While your captivating images may succeed in capturing their attention on an emotional level, the additional product details will address their practical concerns.

Product descriptions

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‍Given that online stores usually have an extensive eCommerce product catalog of online inventory, creative descriptions might be hard to write. Effective product descriptions do, however, share a few characteristics: they not only give consumers useful details about the product but also a sense of its advantages. Consumers who read ineffective product descriptions may wonder what the product is for and its distinguishing qualities.

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eCommerce tips and best practices for product descriptions:

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1. Know your target buyers

It will be simpler to target your ideal customers with customized offers the more information you have about them.

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2. Pick the right words

While some word selections in marketing language can detract from your brand, others can encourage trust and drive. By evoking certain senses, certain descriptive words might activate a call to action

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3. Focus on the benefits

The genuine value for clients should be revealed in product descriptions that convert, therefore supporting the features and specifications with convincing benefits. Because you invested time and effort into developing and marketing your items, you are confident in their quality.

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4. Use the right tone

The tone of your marketing, including product descriptions, is determined by your brand's objective and statement of purpose. How consistent your brand is throughout marketing platforms will affect the tone you choose for your product descriptions.‍

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5. Add social proof

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By incorporating user-generated material into your product descriptions, you may increase the value and trustworthiness of your offerings. Most internet shoppers gravitate toward the products with the best ratings; use testimonials from actual customers to keep them loyal to your company. Products that are well-liked and supported by actual user feedback are more likely to convert.

Read the full article about product descriptions here.

Besides, one of the best modern ways to create good product descriptions is using AI. Shopify can assist and make getting started with it easy. The tool will automatically construct a product description for you on the product setup page in your store's admin; all you need to do is provide a little information about your item or a few keywords you want to rank for in search engines. You can create, edit, or modify your product descriptions using the Shopify mobile app from any location, enabling productivity whenever it's most convenient for you.

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