CRO (conversion rate optimization) means making intentional, concrete changes to your website in order to get visitors to complete a specific action—a sale, Add-To-Cart, email sign up, refer a friend, etc.
In this article we’ll break down 6 tactics you can implement on your product page to better optimize for conversions.
Highlight your Add-To-Cart
Always have visible CTA’s on your product page.
One of our clients, Tinto Amorio, does a great job with this—once you scroll past their Hero section, a fixed Add-To-Cart footer pops up. Visitors are never more than a click away from making a quick purchase.
Double-down on reviews
Reviews can provide a huge lift for your e-commerce site.
If you have tons of reviews, leverage them—make sure it’s clear that people love your product.
Don’t have many reviews? No problem. Start seeding them: share your product with your family and friends, ask them to write a review, and post it on your website.
You can also boost consumer confidence by including FAQ’s or Q+A’s sections.
Show a variety of photos
Include different types of photos on your product page so users envision themselves wearing your product or using your brand.
Try different things: mix sterile product imagery with lifestyle photos, or show your product in action.
And don’t be afraid to rely on UGC (user generated content) like Instagram carousels.
Keep your visitors clicking
Even if someone doesn’t purchase your product right away, you want them to keep exploring your site.
Away does a great job with this.
When you navigate to the product page for “The Carry On,” their signature product, you’ll also see related products below.
Even if you’re not sold on “The Carry On,” or if you’re looking for something slightly different, Away does a great job of keeping their visitors clicking.
You not only see “The Carry On,” but as you scroll you’ll also see “The Expendable Packing Cubes,” “The Convertible Bag Tote,” and “The Bigger Carry On.”
Thus, on a single product page, Away provides an outlet for every type of shopper: those looking for either (a) a regular carry on, (b) an upsell, (c) something that pairs well with a carry on, or (d) a similar, bigger carry on.
Optimize design based on your traffic
Think about where your traffic comes from and design your product page accordingly.
For instance, some product pages act more like home pages: they have a hero section that flows into a classic product description.
Let’s say a significant percentage of your web traffic is driven by paid ads on Facebook that point directly to your product page. As a result, most of your users may never even see your homepage—that means you may want to design your product page to contain additional information about your brand and product in order to help users convert.
Zitsticka is a brand that does this well. They’ve designed a product page that mimics a standalone homepage + product page experience.
For more on product page design, check out this article.
Avoid too much text
The average user spends only 5.59 seconds consuming written content on a page.
So make your text skimmable.
Use headers, use images, and don’t be text heavy.
Iconography and interesting visual layouts are other ways to make your page more skimmable and visually appealing.
These 6 basic best practices aren’t the only tactical decisions you should make to optimize for CRO, but they’ll get you started on the right path.
At Slope, we dive into all these tactics (and much more!) to help our clients create e-commerce product pages that convert.