So you’ve got great traffic, YAY, strong products, YAY, but your conversion rate is lower than an ant’s limbo pole, BOOOO. Time to throw in the towel? No way. After working with over 100 Shopify store owners, just like you, we’ve seen how product pages are often overlooked by many Shopify entrepreneurs. To help, we’ve put together 5 key tips on how to boost your conversion rates by making changes to your product page, along with some examples from our recent work.
1. You don’t have a clear Call to Action
When you’ve done the hard part (getting the potential customer) to a product page, the last thing you want is for a customer to be confused or not know how to purchase. A big, clear ‘BUY NOW’ or ‘ADD TO CART’ should be shown to the customer just below the product title, and should be in an accent color that stands out. To really ensure that potential customers know where to buy, it’s also useful to add it twice if you have a long product description - once just before the product description and once at the end. Check out some examples from our clients below:
2. Your product description doesn’t tell me anything
Just copying the product details from Aliexpress is not enough. Period. You need to think of your product description as the equivalent of the customer picking up your products in a physical store and the sales representative chatting to them about ‘how it looks great on you!’. When we work with clients on creating product descriptions, we discuss how a product description should be a reflection of both the need of customers and the complexity of the product. Take a look at the structure of the following examples, and note how the very different products are structured and worded differently to support the sale process:
3. You’re using too many apps.
Don’t get us wrong, Shopify apps are a great way to save on development time and cost, but can be counterproductive at checkout. We recently came across a Shopify store offering subscription services, product bundles upsell and a sign-up, consecutively on the product page. Keep it simple and reduce the distractions!
4. You don’t have any trust indicators
Trust indicators are visuals that convince customers to enter their credit card details, and often take the form of icons, like ‘free shipping’, ‘satisfaction guarantee’ etc. Whilst many stores use these on their homepage, many don’t on their product page. We’ve seen some great results for clients when using trust indicators on their product page, and here are some examples:
5. Your images are all different
A key customer confidence killer is inconsistency in product images. Different sizes, different styles, text on images for some images and not for others - we see this often. In terms of image size, we always recommend a consistent height to width ratio (900px high by 600px wide) = 3:2 ratio, but to keep it simple you can always just use square images (800px x 800px) with a white or light gray background. If your drop shipping, this can be trickier, but even having the same model wearing, using your product in the same size image can help. Here are some examples of our recent clients who use images well on their store.
So what next?
If your product page really does suck, our advice is to add the features above to assess the impact. Ensure that you use google analytics and tools like hotjar to assess the impact of the changes made. Oh, and if you need some help, just hit the big purple button below: