8 Web Design Practices To Boost Product Page Conversion
For e-commerce businesses, conversion is your ultimate goal. While there are lots of ways on how to improve your conversion rate, one of the least celebrated is the product page design. Of course, there are lots more things to consider such as the price, and the product quality, but the product page design also has a huge role on whether or not your customers would end up buying your products for sale.
To help you improve your ecommerce conversion rate through your web design, here are 8 best practices that you should keep in mind:
1. Only make use of high-quality images
It is absolutely important that in your product pages, you only make use of high-quality images. This can help grab the attention of potential customers, making them stop scrolling, and actually take a closer look at what you offer. If your product seems to have promise, then your customers would definitely buy it.
It is best that you provide photos of your products taken from different angles so that your customers would have a better visual experience of your products for sale.
There’s also no reason to settle for low-quality photos at this point in time. Visual content is a vital factor for online marketing success. The Internet connection is stronger than ever, so rendering time would only be short and your site speed won’t be affected.
If you’re ready to take your product images to the next level, here’s a DIY Product Photography guide by Shopify to help you take amazing product images for your e-commerce site.
2. Foster trust by displaying badges and statements on your site
With news of online crimes popping out every now and then, it would be a good idea to build trust. And there is a way to do that design-wise.
In strategic places on your site, including your product pages, display badges, and statements that prove that you are implementing strict security measures that help keep your customers safe from any harm.
But don’t just say it – do it! Make sure that your customers are indeed safe from any threat by implementing thorough security protocols. Ensure that your customer information is safe. Make your site a safe online shopping destination.
3. Leverage on the rule of reciprocity
People have a natural inclination to abide by the rule of reciprocity – the tendency to repay when given a gift.
With this in mind, you should try to offer freebies or rewards to your customers when they do a purchase. Highlight this with your design so that your customers would be aware of your offer.
4. Highlight customers reviews
Word-of-mouth marketing is still one of the most effective marketing strategies out there. But it will only help you if what’s spreading is a good word about your brand.
With the help of the Internet, word-of-mouth has also become digital and online. It’s now very easy to get feedback from your customers, and it’s also easy to display this on your product pages so that more customers would buy the products you have for them.
First-time buyers would often depend on the feedback from those who have actual experience with the products they want to buy. With a convincing feedback, they would most likely buy it. So make sure that you display the reviews your products get.
5. Improve on your Site’s Speed
Site speed is very important. With more or less 60 seconds online for you to win your customers, it’s very crucial that your site load as quickly as it can. Design your site, especially your product pages, to load quickly so that you can win your customers with your other marketing tactics.
Some of those that you can do are to keep your site light, but of course, without compromising quality in the visual appeal of your site. Make sure that when you do improve on your site’s speed,
6. Make use of FAQs
In your design plan, make sure that you consider putting up an FAQ section. This helps address a lot of common questions from your customers that would be a waste of a lot of time when they have to ask you every now and then.
This would be great for your product pages, especially for questions that are really rated to specific products. Some of the things you should highlight on your product FAQs are benefits, and a winning answer may just help you win customers. Also helpful would be instructions on how to use products that are not commonly used.
7. Prioritize mobile accessibility
It is absolutely necessary that you make sure that your site is readily accessible through mobile devices. Studies have shown the drastic rise of mobile users, and it is still rising, thanks to the continuous development of handheld devices.
With that in mind, make sure that your site will have no issues when it is accessed from a phone. And this does not concern aesthetics only, but performance as well. Your site should be 100% compatible with whatever device it is accessed from. Do this and your customers would be able to complete a purchase regardless of what device they do their shopping from.
Mobile marketing is very important to future proof all your efforts and mobile accessibility is your first step to success.
8. Show clear calls-to-action
To go in for the kill, you’ll need to make use of calls-to-action that will work in your favor. A call-to-action directs your customers to the action you want them to take. While the reason is mostly to buy, CTA can also be used to invite them to sign up, or to subscribe to your communications.
The following are some CTA best practices:
- Make use of prominent colors that stand out from the rest of the page
- Make your CTA buttons large enough to be noticed immediately
- A CTA with a contrasting color can work to your advantage
Design for conversion now
Conversion is not imposed – it is earned. With quality products and a reasonable price tag, there’s not much reason why your customers won’t buy what you offer. But with a lot of other sellers out there, you’ll have to think of ways on how you can win your customers from your competitors.
Your site’s design plays a critical role in this. So make sure that you design for the win – design for conversion now!
About the author
Juliette Anderson is an Outreach Community Specialist for an e-commerce fulfillment company that specializes in partnering with online sellers who have an average parcel weight of 5+ pounds or greater. She works hand-in-hand with e-commerce stores to achieve optimal sales for four years already. Her specialty lies in social media marketing and paid promotions.