In the eCommerce world, conversion rates are everything. To increase your sales, you need to optimize your product landing pages to a significant degree. In this article, we’ll be talking about the five ways you can optimize your store’s landing product pages.
Why is Product Landing Page Optimization Important?
From the landing pages to the payment and checkout page, as a store owner, you need to optimize each and every aspect of your store in order to increase conversions and boost sales. At the top of the funnel, the most important part is the product landing page.
The following article is meant to talk to you about some of the ways in which you can optimize your eCommerce landing pages. That said, there is no magic formula to gain more customers. All that’s required from your end is patience, and a whole lot of A/B testing to analyze which method works best for your business. Since every store has its own dynamic, once you’ve developed your own distinct strategy, you can go forth and improve it in any way you like.
Before we begin, let’s clear up some differences between the landing pages of B2B and B2C eCommerce.
The Difference Between B2B and B2C Ecommerce Landing Pages
While most of the strategies can be applied interchangeably, there are significant differences in the nature of the two business models that make their landing pages different.
Here are some prominent features you would find in a B2B eCommerce landing page:
- Solving the problems of your visitors directly from the landing page
- Clear Call-to-Action (CTA) buttons
- Prominent products displayed with a Request for Quote (RFQ) button as a CTA
- Clear and compelling sales copies
- A virtual representation of how users can benefit from the product or service
- Landing pages being used to gather top-funnel leads using a “Download Guide” button
While the visual element is involved in each and every one of them, B2C uses them in a more liberal manner. The following are some prominent features you would find in a B2C eCommerce landing page:
- A list of product benefits directly from the get-go
- The reasons behind the product
- Instructions on how the product should be used
- Customer testimonials, product reviews, and more
- Eye-catching graphics related to the product
- Testimonials from industry experts
- Upselling with a “You Might Also Like” section displaying more products
Five Ways to Improve Ecommerce Landing Pages
- High Quality Product Images are The Way to Go
The product images you use on your site can make or break your website.
In order to get people sold on your product, you need to provide them jaw-dropping visuals that makes them want to purchase your product. It should be pretty clear that users cannot feel your product. Knowing this, the best you could do at this point is to give them a complete rundown of the type of product they will receive. In general, focus on;
- High-quality images showing the product from multiple angles
- Include dimensions, weight, sizes, and any other information that is relevant to the user
Readers have been known to respond to visual information more than text. Therefore, focus on adding high-quality images.
- The Product Zoom Feature and Why It Matters
Once you’ve added high-quality images with their proper credentials, you need to enrich the user experience even further. One way to do that is to use a product zoom feature for your images.
To reiterate, users cannot feel your product when purchasing online. By adding a zoom feature, you can let users zoom in and out to see the products up close from different angles.
- User Reviews and Trust Building
Increase trust and conversions with user-submitted reviews
User-submitted reviews and testimonials are a great way to show off the legitimacy of your products. Marketing Land reports that 90% of people buying online make their decisions based on product reviews. Moreover, 88% of individuals trust online reviews just as much as personal recommendations, according to Search Engine Land.
From these statistics, it should be pretty clear why online reviews and testimonials matter to your conversion rates.
Try to ensure that the customer reviews and testimonials are present below the product description fold. This way, visitors on your site won’t have to visit any other website for product reviews since all the product reviews (good and bad) and present right on your site.
If you feel that the product reviews are mostly in the negative, you should try to focus on increasing the quality of your product as much as possible to ensure better reviews.
- Understand the Potential of the “Add to Wishlist” button
“Add to Wishlist” and “Want to Purchase” buttons can prove very effective in increasing conversion rates and improving profits for an eCommerce business.
Ecommerce platforms, from Magento to Shopify and WooCommerce, all provide plugins and options for including the wishlist button to the store.
To make users create a new wishlist, you can go one step further by prompting them to log in to your store to create a wishlist. Once they sign-up to your store and create a wishlist, you can send them subtle reminders on their purchase.
Just make sure you don’t use this method blindly. Depending on your product, the wishlist method may or may not work for your site. Because of this, it’s always best to A/B test this process on your site.
- Show Your Out of Stock Products Strategically
While it is tempting to remove out of stock products from your product catalog, it’s not an intuitive way to ensure that product’s sales when it eventually comes back into stock.
Instead of hiding them, what you can do is be honest that the product is out of stock and create a button that notifies the customers when the product will be back in stock. You can go further by also giving them the option of ordering the product. Once the product is back in stock, you can send them a notification that their order has been processed.
Not only does it help build your email list for various retargeting purposes, but it also ensures an increase in sales for particular products.
Lastly, Do Your Own Thing
While this short article gave you a primer on how you can optimize your eCommerce landing pages, it is important to know that some of these tips may or may not work for you.
Just because someone on the internet used this method to successfully increase their conversion rates, doesn’t mean that their so-called “best” practice might work wonders for you. Who knows? You might be operating in a different industry.
This is the reason why we have reiterated the use of A/B testing to see what works and what doesn’t work.
Among other things, the last takeaway from this article should be to not focus on being a copycat but gain originality through A/B testing.