4 Elements Your Store’s Product Pages Shouldn’t Be Without
The product pages of an online store directly impact both conversion rates and the business’ bottom line. As such, you want them to be the best they can possibly be.
So, let’s take a look at four elements every online store needs on their product pages, along with useful examples to illustrate the use and benefit of each.
Clear Answers to Common Product Questions
Your audience will have questions about your products. Even if they’ve used something similar in the past, they will still want to know how your product can benefit them and what kinds of problems they can expect to solve.
By providing answers to the most common product questions on the product page itself, you will be saving the customer time and effort, as they won’t have to reach out to your customer service. And with some of their concerns already clarified, they will also be much more likely to convert.
How you answer these questions will be up to you. You can add an FAQ section, create a video, or simply write product descriptions that already tackle customer uncertainties.
For a great example, take a look at GetSafe, which features an entire section with step-by-step installation tutorials in video format on their medical alert systems page. One of them is displayed on the actual product page. The video is practically a necessity, as the company sells a complex product that their elderly target market will certainly have concerns about. The video provides enough information to assuage fears.
Seventeen percent of customers in the US abandon their shopping carts because they don’t trust the website in question with their credit card information. Most likely, this means that these websites have not provided any security guarantees and may not even have an SSL certificate.
Apart from doing everything you can to ensure the personal and payment information of your customers is secure, make sure you highlight this information on the product page.
Something as simple as displaying all of the payment options you accept on the website can go a long way. Plus, the more payment options you accept, the higher the chances of securing a conversion. Shoppers like to be offered a wide range of choices.
Take a look at how Mannequin Mall designed their full-body dress form page. They’ve listed seven different payment methods, all of which are highly secure and straightforward. This will help shoppers decide to place an order even if it’s their first time coming across the brand.
If you are also able to accept payment methods that are especially important to your local and global audiences, you will further decrease cart abandonment rates.
Shipping and Delivery Transparency
Another reason shoppers abandon carts is late delivery. Even worse, if you estimate the delivery time at under a week, but the product shows up on the customer’s doorstep in a month, they will never make an order from your store again.
Honesty is your best policy when it comes to shipping and delivery. Customers who are really interested in a product will be happy to wait, as long as they have a precise shipping and arrival date.
Mixam does a great job estimating delivery dates, tailoring them to the customer’s order as shown on their booklet printing page. As a shopper changes their printing requirements, the shipping date is altered, ensuring those who need to get their hands on a set of prints by a certain date know whether that is actually feasible.
This amount of personalization and focus on shipping provides an extra sense of comfort and ensures carts are rarely abandoned. You don’t have to go the extra mile, but when you do promise something will be shipped by a certain date, make sure it is. Or, if you do need to delay shipping, make sure you notify the customer and offer some sort of compensation, like a discount on their next purchase.
Price anchoring is a great tactic for boosting conversion rates. It requires you to establish and display a price that customers can refer back to when making a purchasing decision. For example, an item may usually cost $100, but it is now discounted to $75.
The fact that customers can see the old, higher price means that they will make their decision based on the amount of money they are saving. They’ll focus on the value of the product rather than just the price they need to pay at that moment.
Even if you choose a random number as your price anchor, the psychology of the tactic is clear: people love to shop at a discount and feel like they’ve struck a bargain.
US Fireplace Store does this well on their water vapor fireplace page. They display a higher price that shoppers can refer back to, and they are very clear on the amount of money you’ll end up saving. It’s very simple to implement yet incredibly effective.
When anchoring your prices, make sure the deal doesn’t sound too good to be true. This will likely have the opposite effect and make your customers trust you less.
Ideal Product Page Elements
By including these four elements on your product pages, you will ensure your customers feel safe and ready to make that purchasing decision.
Lastly, don’t forget that you should always try to cater to customers’ needs and fears. If you are a new brand, highlight security, and be trustworthy. If you already have a steady customer base, focusing on prices may be a better choice.
Karl Kangur is the founder of Resultcompass.com.