“Create products and offerings that sell themselves. It's not about what you know or what you sell.
It's about how you position and package it.”
What to expect in this article:
- Ecommerce Conversion Facts
- Path of Potential Buyer
- What Makes a Successful Product Page?
- 9 Key Elements for an Effective Product Page
First I will start with some information about eCommerce conversion facts to give you a better idea why your product page is so important.
What is a conversion?
An eCommerce conversion rate is the percentage of website visitors who purchased something from your online store (in a set period of time).
An eCommerce conversion rate can range between 0.5% - 3%. And when you start probably a lot lower. I have seen conversion rates up to 6%. It all depends on your marketing and advertising strategy and budget.
A 2%+ conversion rate should be the baseline goal for your online store.
A quick example to understand the percentages:
If your online store is getting 5,000 visitors and 50 conversions for a set period, that means your store’s conversion rate is 1%.
Here is the path of a potential buyer in your eCommerce store.
You will lose 60% of visitors from the first page they land on which is normally your home page in your store.
Reason 1: Your products might not be what they are looking for or need at the moment they are in your store. Or it is just a fly-by to check you and your products out.
Only 40% of visitors land on your product page.
Another 40 - 60% of prospective buyers will not make it past the ‘Add To Cart’ button. They will add products to the cart and not follow through to the Checkout page.
Reason 2: Life happens and people get interrupted while they are shopping online.
68.5% of Abandoned Cart issues are about credit card problems, trust icons, testimonials, or those life interruptions. One very big stopping block is your shipping costs.
3 - 9% of prospective customers will not get past the Checkout page:
Reason 3: Same as above, interruptions, and maybe your shipping costs that are too high. Examples of how to get better conversions are 1. your shipping is free, or 2. buy more to get free shipping, or 3. an excellent product price.
So only 1.0 - 3% of visitors will convert! And sometimes lower.
To put it another way, 97% of visitors leave the average website without buying. It’s a shocking truth and the reality that eCommerce store owners face every day.
I only mention all these facts so that you don’t expect everybody who lands in your eCommerce store to buy from you. There are many factors that influence a visitor to become a buyer. We will cover a lot of them for your product page in this article.
Why do visitors leave websites?
There are so many reasons, but here are a few of them.
- Design is outdated
- Content is difficult to read
- Relies on outdated plugins
- Too many ads
- Videos on the site are auto-play
- The navigation structure is unclear
- Registration requirements are obtrusive
- Slow to load
- Offers aren’t relevant or appealing
- Product benefits are unclear
- No call-to-action
- Content or products don’t live up to promises on landing pages or ads
- Not responsive or mobile-friendly
- Site is not secure or has been hacked
- Payment methods not clear
What makes a successful product page?
The success of your product page is conversions which depend on several factors. Here is a checklist for you.
9 Key Elements for an Effective Product Page
- Tangible & Visual Photos or Video
- Create your photos and videos as real, vibrant, and sharp as possible.
- Description - Proof of Expert
- Enough information for the prospective customer to make a decision to buy
- Details of product - Specification like height, weight, and maybe what is included when you buy the product like batteries, a cord, etc.
- Write content as if you are speaking TO your customer - it is all about them, right?
- Show your personality and style.
- Don’t be salesy - try not to sell all the time but rather have a conversation.
- Strong ‘Call To Action’
- For instance, your ‘Add To Cart’ on your product page. The button has to be above the fold which just means when you look at your product page in a browser you have to see the ATC button. Make sure the color of the button stands out.
- If you want to add more CTA (Call To Action) on your product page, the buttons or icons should be below the ATC (Add To Cart) button. Don’t overwhelm a visitor with too many choices and CTAs on one screen.
- Examples are: Share icons, Wish List, Learn more. On your product page, you want your customers to buy and not get distracted with other actions.
- Social Proof
- Reviews or Customer Testimonials on the product page. Nobody wants to be the pioneer and most people want to follow the masses.
- Customer pictures or videos are even better.
- Experts advice
- Celebrities that use your products.
- Certification
- KLT (Know Like & Trust) Enhancers
- Trust icons
- Secure Shopping
- Image of credit cards your store can process is a visual signal that you use customer-trust payment choices.
- Amazing Guarantee and Satisfaction
- A telephone number for customer support
- Made in America (or your own country)
- SSL - Secure Sockets Layer
- Security badge like McAffee or GeoTrust.
- Effective Persuasion - here are some more ideas:
- Limited inventory or time to buy
- Special Discount
- Free Shipping
- BOGO - Buy One Get One Free
- Buy 2nd item at a reduced price.
- Product FAQ - Find out what your customer’s objection would be to buy your product and answer their questions.
- Customer Support availability
- Refunds
- Returns
- Shipping - How long will shipping take and
- Delivery - When will they get their products
- The longevity of the product
- Treatment of the product
- Communication
- on your product page is essential. Use a Chat Software or Facebook Messenger.
- Related Products
- You will also like’ products are products that compliment your main product.
What is next?
2. How To add Your Products Manually In Your Shopify Store
What to expect in this article: #2
Integration of Products in Your Shopify Store
- Add/Upload Your Products Manually
Adding Information For Your Products in Your Shopify Store
- Title
- How to Write A Good Product Title
- Tools
- Description
- Difference Between Features & Benefits
- 7 Easy Rules to Write Product Descriptions
- Should you use the same descriptions/content as your manufacturer/vendor
More In-Depth Articles For Your Shopify Store
This is part of a comprehensive series of articles about successfully adding your products to your Shopify store. I have added more than just the basic information about adding your products to Shopify. These articles will give you a more in-depth understanding of the information you need to create a great product page and get amazing conversions.
MORE INFORMATION ABOUT CONTENT FOR EACH ARTICLE FOR PRODUCT PAGES IN SHOPIFY: Check it out here.
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Also in eCommerce Success Blog
What is the difference between Shopify CSV and Matrixify Products import and export?
By Veronica Jeans, Bestselling Author November 16, 2024
Shopify CSV vs Matrixify Excel: A Comprehensive Guide to Product Management
Managing product data in an e-commerce platform can be a complex task, especially when dealing with large inventories. This article compares two prominent methods for handling product data in Shopify: the native CSV system and the Matrixify Excel approach. We'll explore how these tools differ and why choosing the right one can significantly impact your workflow efficiency.
Shopify vs Matrixify Comparison
Detailed Comparison between Shopify & Matrixify Product Management & Uploads
File Format and Basic Handling
Shopify CSV
Matrixify Excel
Data Management Capabilities
1. Product Export Features
Shopify CSV
Matrixify Excel
2. Image Handling
Shopify CSV
Matrixify Excel
Advanced Features
3. Metafields Management
Shopify CSV
Matrixify Excel
4. Product Updates and Maintenance
Shopify CSV
Matrixify Excel
5. Inventory Management
Shopify CSV
Matrixify Excel
6. Template Management
Shopify CSV
Matrixify Excel
Special Features
Matrixify Exclusive Capabilities
1. HTML Code Optimization
2. Variant Management
3. Publishing Control
Best Practices and Recommendations
When to Use Shopify CSV
When to Use Matrixify Excel
While Shopify's native CSV system provides basic functionality for smaller stores, Matrixify Excel offers a more robust, flexible, and efficient solution for managing product data. The choice between the two largely depends on your store's size, complexity, and specific needs. For larger operations or those requiring detailed control over their product data, Matrixify Excel presents clear advantages in terms of functionality, efficiency, and scalability.
Remember that investing time in learning the more powerful tool can save significant time and reduce errors in the long run, especially as your store grows and your product management needs become more complex.
Frequently Asked Questions (FAQ)
General Questions
What's the main difference between Shopify CSV and Matrixify Excel?
The main difference is that Shopify CSV is a basic file format with limited functionality, while Matrixify Excel offers advanced features like real-time tracking, multiple sheets, and partial updates. Matrixify also allows you to work with pure Excel files instead of CSV format.
Which option is better for my store?
It depends on your store size and needs:
Use Shopify CSV if:
Use Matrixify if:
File Size & Limitations
What are the file size limitations?
Shopify CSV: 15MB maximum
Matrixify: Can handle gigabytes of data (600,000+ products)
How many products can each handle?
Shopify CSV: small catalog
Matrixify: 600,000+ products in one import
Features & Functionality
Can I update specific fields without replacing entire products?
Shopify CSV: No, you must replace the entire product
Matrixify: Yes, you can update individual fields
How do multiple images work in each system?
Shopify CSV: Requires separate rows for each image
Matrixify: All images can be in one row, separated by semicolons
Can I manage metafields?
Shopify CSV: No metafield support
Matrixify: Full metafield support with column-based management
Import/Export Process
How do I track the progress of my import?
Shopify CSV: No tracking wait for email notification
Matrixify: Real-time progress bar with estimated completion time
Can I cancel an import once it's started?
Shopify CSV: No
Matrixify: Yes, at any time during the import
Data Management
What happens to product IDs during import?
Shopify CSV: Creates new IDs, breaking collection references
Matrixify: Maintains existing IDs and references
How are variants handled?
Shopify CSV: Each variant requires a separate row
Matrixify: Can generate variants from combinations using semicolon separation
Technical Questions
How does each handle HTML in descriptions?
Shopify CSV: Leaves escaped HTML code as is
Matrixify: Automatically fixes escaped HTML code to normal HTML
Can I manage inventory across multiple locations?
Shopify CSV: Limited location support
Matrixify: Full multi-location inventory management
Best Practices
What's the recommended way to update product prices?
Shopify CSV: Must upload full product data
Matrixify: Can update prices alone using a simple price column
How should I handle large product catalogs?
Shopify CSV: Split into multiple files under 15MB
Matrixify: Can handle in single file with filtering options
Troubleshooting
What if my import fails?
Shopify CSV: Check email for basic error message
Matrixify: Detailed error reporting with specific row/column information
How do I fix broken product references?
Shopify CSV: Manually rebuild collections and references
Matrixify: No action needed references are maintained
Integration & Compatibility
Do these work with all Shopify plans?
Both work with all Shopify plans, but Matrixify requires a separate subscription.
Can I use these with other e-commerce platforms?
Shopify CSV: Shopify-specific format
Matrixify: Designed for Shopify but Excel format is more universal
Support & Resources
Where can I find documentation?
Shopify CSV: Shopify Help Center
Matrixify: Comprehensive documentation with tutorials and examples
Is there technical support available?
Shopify CSV: General Shopify support
Matrixify: Dedicated support team with Excel/import expertise
Cost & Efficiency
Which option is more time-efficient?
Matrixify is generally more time-efficient due to:
Faster processing of large files
How do they compare in terms of cost?
Shopify CSV: Free with Shopify subscription
Matrixify: Requires separate subscription but offers more features and efficiency
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