How VARS Can Optimize Their Ecommerce Product Pages for Higher Conversions in Low Traffic

Reading Time: 4 minutes
Reading Time: 4 minutes

Every ecommerce store has its peak and slump phases. You don’t have to make much effort drive up conversions and sales during peak traffic, but it can be a challenging task during low traffic. Did you know that there are some proven ways to overcome this concern?
Here are some useful ways on how to optimize your product pages for more sales and higher conversions:

  • Improve Product Images

Improve Product Images

It is a given fact that visuals are more attractive and grab attention more quickly than the text description. Statistics say that humans process visuals 60,000 times faster than text and 90% of the information sent to our brain is visual. 93% of consumers consider visual appearance a prime factor in making a purchasing decision! So, if the images on your product pages are not up to the mark, you need to tackle this issue immediately on three parameters – quality, quantity and size.

The image should have topmost quality and capture the product from all angles. If your budget permits, hire an experienced professional product photographer or studio.

The quantity or the number of images you want to upload on the product page really depends on your ecommerce site design and budget. However, 3-5 photos showcasing the most important angles should suffice.

The size matters too. Higher the resolution and bigger the picture, the better it is. However,

if there is less space, you can offer a zoom or slideshow option to visitors. If the same product has variants in terms of colours or style, you can use dynamic product image. You can even experiment with interesting GIFs and explainer videos, depending on the nature of the product.

  • Optimize Your Call to Action

Optimize Your Call to Action

A Call to Action (CTA) is one of the most important elements of product pages, landing pages and ecommerce sites as a whole. It persuades or guides customers to take the next action in their purchase. The most basic CTAs on a product page are ‘buy now’, ‘add to the cart’. More than 90% of the visitors who read your headline also read your CTA copy. Make sure that CTA is highlighted in a prominent place on the product page and the visitors don’t have to scroll down much to find it. It should be a simple button which visitors can click for the desired subsequent action – check out page or shopping cart.

Ideally, there should be only primary CTA to keep the customer engaged. However, if you want to add a secondary CTA such as ‘add to wishlist’ (to reduce cart abandonment) or ‘Notify me’ (out of stock products), they need to be placed such that they don’t compete with your CTA (the primary one) and overlap or overtake the attention from them.

  •  Display Shipping, Warranty and Returns Policies

The general tendency of ecommerce customers is to find out how soon the product will be delivered, what if they have to return a product, in what time they can return and how long is the warranty period. If they don’t find this information on your ecommerce store, they may leave without making a purchase. No matter what your policies are, showcase them honestly and transparently on your website. This will give clear-cut information to customers as to what they can expect.

  • Showcase Reviews, Ratings and Testimonials

Reviews, ratings and testimonials are akin to ‘word of mouth’ promotion on ecommerce sites. They are also called ‘social proof’. When customers read what others have to say about the products, they consider it valuable feedback in their buying decision. Naturally, more product reviews and higher ratings mean better conversion rates! However, remember to post only authentic reviews and do not fiddle with them. You can even include a few negative reviews or else customers may smell something fishy. The best way to guarantee top reviews is to sell the best product quality and offer excellent customer services.

Here are some statistics that prove why it is important to display reviews, ratings or testimonials for product pages optimization:

    • 95% of buyers read online reviews before making a purchase.
    • Adding reviews can increase conversion rate by 270%.
    • 72% of customers don’t take action until they have read reviews.
  • Upsell and Cross-sell Wherever Suitable

Upselling and cross-selling can be keys to increase your average order value. For instance, if you are selling a Dell laptop, you may showcase an upgraded version (upselling) and laptop backpack (cross-selling) on the same product page. However, refrain from upselling or cross-selling irrelevant products – it will only irk or distract the customers. The original product should remain the highlight.

  • Enhance Search Engine Results Through SEO Techniques

The benefits of Search Engine Optimization (SEO) to increase website traffic and increase conversion are now commonly known. But, in order to achieve effective results, you need to implement carefully-planned SEO tactics. Find out the relevant keywords used by your customers to search for a product. Do a search on the keywords your competitors are using. This will help you to come up with your set of keywords to use in the content of product pages.

Product optimization directly translates to increased sales. Follow the above tips – the results will pleasantly surprise you!