“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.
- 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
- Shipping - How long will shipping take and
- Delivery - When will they get their products
- The longevity of the product
- Treatment of the product
- 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?
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
- How to Write A Good Product Title
- 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 of 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.