March 27, 2024

If you've got visitors flocking to your website, it's a testament to your hard work. You've meticulously curated products, set up your online store, mastered the intricacies of social media and search engine optimization, and likely tackled a myriad of other tasks. But despite all these efforts, if your sales aren't reflecting your growing traffic, it can be disheartening.

Fear not, because you're in the right place.

After years of scrutinizing product pages and analyzing what triggers conversions, we're excited to share our insights with you. Stay tuned as we unveil straightforward tweaks you can implement on your product pages to boost your website's conversion rates.

Struggling to attract traffic to your store? Take a peek at our guide on "12 Ways to Make Your First Sale" for some expert tips on driving website traffic.

Before Your Start: Understanding Conversions

A conversion represents a specific action taken by a customer on your website that holds significance for your business. These actions could include clicking the "Add to Cart" button, subscribing to your newsletter, or completing a purchase. By tracking conversions, you gain insights into how effectively your product pages drive these desired actions.

In mathematical terms, the conversion rate is calculated by dividing the number of desired actions on a webpage by the total number of visitors. For instance, if your product page attracts 100 visitors per day and 10 of them make a purchase, the conversion rate for that page would be 10%.

Conversions encompass a range of actions that contribute to your website's primary goal, whether it's adding products to a cart or completing a purchase.

Website owners typically identify multiple conversion factors to evaluate the effectiveness of their pages.

Conversion rate by Traffic Source
Conversion rates by traffic source according to a study of Episerver retail clients (1.3 billion unique shopping sessions across 159 unique retail and consumer brand websites)

To determine if your product page needs improvement, it's essential to compare its conversion rate with the averages seen in your niche. Google Analytics, the top free tool for tracking website data, can provide valuable insights. If you're a Rekisa merchant, check out our guide for seamlessly connecting your Rekisa store with Google Analytics. Alternatively, follow these instructions from Google Ads Help if you're not using Rekisa.

Through Google Analytics reports, you'll gain in-depth insights into your customers' behavior, such as store visits, completed purchases, and the last pages they viewed before leaving. Armed with this data, you can identify pages ripe for optimization, thereby boosting your overall conversion rate. For a deeper understanding of your website's performance, consider using tools like Hotjar to generate heat maps. These visual representations reveal where visitors click, move, and scroll on your website, offering valuable insights for further optimization.

Heatmaps of page elements clicked most
Heatmaps show what page elements are clicked the most

Heat maps serve as invaluable tools for comprehending various aspects of visitor behavior, including:

- Identifying the most clicked product photos, shedding light on the visual elements that resonate most with your audience.

- Tracking how far down the page visitors scroll, indicating their level of engagement and interest in the content.

- Assessing the visibility and effectiveness of crucial details such as free shipping offers, security badges, and "Buy" buttons, helping optimize their placement for maximum impact.

By gaining a deeper understanding of how visitors navigate and engage with your store and product pages, you can uncover valuable insights to enhance conversion rates effectively.

How to Increase Conversion Rates on Your Product Pages

The objective of every product page is to equip customers with adequate information to make well-informed decisions regarding their purchase. It should effectively display the product, detail its merits, and offer supporting evidence to substantiate its appeal.

Here are some essential tips to consider when crafting a product page:

1. Competitive Pricing:

In today's online shopping landscape, tools like Priceblink enable shoppers to instantly compare prices across various stores. To enhance conversion rates, it's crucial to set prices competitively. However, finding the right balance is key. While lower prices may attract a wider audience, they could also convey an impression of inferior quality. Conversely, higher prices may suggest premium quality but could deter price-conscious shoppers. The optimal pricing strategy aligns closely with the expectations and preferences of your target audience.

To establish an effective pricing strategy for your store, follow these steps:

1. Define your target audience and create customer profiles to understand their preferences and purchasing behaviors.

2. Conduct thorough research on competitor prices to gauge market trends and identify pricing benchmarks.

3. Experiment with different pricing approaches through testing to find a strategy that balances competitiveness with profitability.

Additionally, familiarize yourself with common pricing trends to simplify the decision-making process. Continuously monitor your competitors to stay informed and adaptable in the dynamic market landscape.

2. Define Your Value Proposition:

A value proposition succinctly conveys why customers should choose your products and services over alternatives. It should be distinctive, memorable, and tailored to your brand. In just a few sentences, shoppers should grasp how your store stands out from competitors and why it's the ideal choice for their specific needs. While typically showcased on your website's homepage or in your brand's tagline, your product pages can also benefit from integrating your value proposition. Within your product descriptions, elucidate the unique benefits your product offers and why your brand is unparalleled in delivering them. Regardless of the format, ensure your value proposition is clear, straightforward, and compelling.

Product name
A product name can also reflect a value proposition (Taylor Family Farm)

3. Incorporate Multiple High-Quality Images:

Product images are the initial focal point for shoppers and the most extensively viewed element on a page, according to Clickz. Approximately 20% of the total time spent on product pages is devoted to reviewing these images. Therefore, it's crucial to allocate maximum effort towards acquiring exceptional product photography.

Time spent on a page

When shopping online, customers lack the ability to physically engage with a product. Therefore, product images play a crucial role in helping them assess whether a particular item meets their needs. It's imperative that every product page includes high-quality and visually appealing images that showcase the product from various angles and in different use cases.

For those new to product photography, we recommend exploring our blogs on capturing stunning product photos and avoiding common pitfalls such as poor lighting and distracting backgrounds. These resources can significantly enhance the quality of your product images and ultimately improve the shopping experience for your customers.

Product showcase
Focus-Fixers uses multiple images to showcase their products

4. Experiment with 3D Product Imagery:

While a handful of high-quality images can provide shoppers with a basic understanding of your product, there's always an opportunity for more.

Enhance your customers' experience by introducing 360º product photography. These dynamic 3D images enable shoppers to explore your products from every perspective, offering an immersive viewing experience. Investing in 3D imagery not only sets you apart from competitors but also enhances your chances of capturing attention and improving conversion rates.

5. Incorporate Cinemagraphs:

Cinemagraphs are captivating images that include one or more subtly moving elements. These animated pictures possess a mesmerizing quality that entices viewers to pause and admire.

Cinemagraph highlights
This cinemagraph highlights Kofi Art (Seth Molson for Kofi Art)

Cinemagraphs aren't a recent innovation; they've been around in various forms since around 2011. However, surprisingly, only a few websites incorporate them, likely due to the misconception that they are complex to create. But fear not, they're more approachable than you might think.

6. Integrate Product Videos:

Videos provide a valuable means for customers to engage with your products prior to purchase. They are particularly beneficial for:

  • Demonstrating products in real-life scenarios,
  • Educating customers on product usage and features.

Adding videos to product pages
Asos adds videos to their product pages

Let's take Playtronica as an example. Playtronica offers innovative products known as playtrons, which enable customers to play music on any surface.

Given the novelty of their products, first-time customers may not immediately grasp how to use them. Therefore, Playtronica utilizes videos to showcase precisely what their products do and how they function. Without compelling videos to effectively communicate the unique benefits of their products, selling Playtronica's innovative offerings would pose a significant challenge.

7. Enhance Price Appeal:

Discounts and promotions can be powerful drivers of sales. Consider these strategies to leverage sales, or the perception of one, to boost conversion rates on your Rekisa store.

Implement sale prices:

Even a modest discount can sway customers towards making a purchase. In Rekisa stores, products marked with sale prices receive a distinct label, instantly capturing customers' attention and contributing to heightened website conversion rates.

Sales prices
Just Saiyan Gear makes their sale prices more prominent with a contrasting label

Create Bulk Discounts:

Offering bulk discounts can incentivize customers to purchase larger quantities of your products. For instance, if you sell a product for R10 each, implementing bulk discounts could mean reducing the price per item to R9 when a customer buys five items. This way, the more they buy, the more they save, resulting in a win-win situation for both you and your customers.

Allow Installment Payments:

For expensive products that may be challenging for some customers to afford upfront, installment payments can be a game-changer. For instance, if you sell handmade wooden chairs for R400 each, offering the option for customers to make four monthly payments of R100 can make the purchase more feasible and enticing.

Set Up a Currency Converter:

If you cater to customers from multiple countries, providing a currency converter can greatly improve their shopping experience. By displaying prices in their native currency, foreign shoppers can quickly and easily make informed purchase decisions, ultimately enhancing customer satisfaction and conversion rates.

8. Show Stock Availability:

Boost product desirability and create a sense of urgency by prominently displaying an inventory level indicator on your product pages. Not only does this tactic create a perception of scarcity, but it also spares customers the disappointment of discovering that a product is out of stock just as they're ready to make a purchase.

Items available
Miu Mau shows the number of items in stock under the price

9. Highlight Shipping Choices:

Ensure visibility of your shipping options, especially if you offer fast or free shipping, by prominently featuring them on your product pages.

Messaging such as "Order before 3:00 pm for next-day delivery" can significantly influence shoppers' purchase decisions.

Additionally, if you provide free shipping, consider adding a ribbon or banner to your product page to ensure that shoppers are aware of this enticing offer while browsing.

Free shipping
A free shipping product ribbon on the product page

10. Integrate Live Chat into Your Store:

Wondering if live chat can boost conversion rates? The answer is a resounding yes, according to experts. Customers often have a multitude of inquiries regarding products, shipping, payments, and more. By offering easy accessibility and swift responses, you enhance your credibility as a seller. This trustworthiness directly influences a shopper's decision to make a purchase.

By incorporating live chat on your website, customers can message you directly from your product pages and receive real-time answers to their queries. To swiftly add live chat to your Rekisa store, consider connecting it to Facebook Messenger:

1. Messenger is a widely recognized global messaging platform, ensuring familiarity for most shoppers.

2. Conversations are conveniently stored in Facebook Messenger's inbox, ensuring you never miss important messages even when offline.

3. You can effortlessly integrate Facebook Messenger live chat into your store with just a few clicks.

Message button under product description
Customers can see the message button under the product description

11. Offer Personalization Choices:

During discussions with our support team on improving conversion rates, an anecdote surfaced about a Rekisa merchant facing sales stagnation. This merchant, selling shoes, observed traffic flowing into his store but noted a lack of actual conversions. Upon closer examination, it was revealed that his product pages lacked the option to select shoe sizes. Consequently, potential customers were leaving the site due to the absence of customization options.

If your products come in various configurations, it's crucial to incorporate customization features on your product pages. This allows customers to tailor their purchases according to their preferences, be it selecting the size, color, pattern, or material. For Rekisa merchants, setting up such options is a breeze with the help of options and variations tools.

Make sure to include images showcasing all available options on your product pages. For instance, if you offer t-shirts in multiple colors, it's essential to visually present each color variant to your customers. Leave nothing to the imagination - the more informed your customers are about the available options, the higher the likelihood of conversion.

Variety of options for products
The Little Boat House provides a variety of options to make every purchase feel special

12. Provide Credible Evidence:

Boosting conversion rates on product pages involves establishing trustworthiness in your store. Online shopping can be daunting since customers can't physically inspect products before purchasing. Thus, it's essential to instill confidence in your customers as they browse.

To achieve this, it's crucial to communicate the following elements:

1. Clear return and refund policy.

2. Warranty period for products.

3. Product certificates and quality labels, along with any bestseller designations.

4. Safety precautions associated with the product.

5. Customer reviews, testimonials, and case studies.

6. Frequently Asked Questions (FAQ) section addressing common queries

and concerns.

Testimonial for products
Cakesafe’s evidence in their product description

13. Infuse Emotions:

Research into 1,400 of the most successful advertising campaigns over the past three decades revealed an intriguing finding. When comparing campaigns based on emotional appeals to those based solely on rational information, the former outperformed the latter by twofold. Incorporating emotional elements into your product pages can thus significantly enhance their effectiveness.

Details about product
Creative copy in a product description on Fenty Beauty

We're inherently emotional beings, often making decisions driven by feelings rather than purely rational thought. Therefore, it's vital to ensure that your product pages appeal to both emotions and logic. Opt for vibrant imagery and compelling language that elicits emotional responses from customers, whether it's laughter, surprise, or contemplation. This principle extends to any pop-ups or banners you utilize, as they should also evoke emotional engagement from visitors.

Pop-up banners
Informal and emotional language on a banner from Too Cool for School

14. Experiment with Various Page Layouts:

The layout of your product page significantly influences conversions. For instance, a wide layout may deter customers, whereas contrasting elements can pique interest (which is why call-to-action buttons should stand out with colors contrasting your website background).

One popular design framework is the "F"-pattern, based on users' tendency to scan content in an "F"-pattern when browsing web pages. While this pattern provides a solid foundation, don't overlook the importance of testing multiple layouts to determine which design resonates best with your unique audience.

Heatmaps from user eye tracking
Heatmaps from user eyetracking studies by Nielsen Norman Group

15. Incorporate Images Featuring People:

Here's an intriguing tidbit: According to research by Instagram, images featuring faces are 38% more likely to receive likes compared to those without faces, based on an analysis of over 1 million Instagram photos. Surprisingly, factors such as the number, age, and gender of the faces in the photos didn't affect the likelihood of receiving likes. Therefore, when selecting images for your product pages, prioritize those featuring people.

While this might seem obvious for businesses selling clothing or fashion accessories, this insight applies to other types of stores as well. Demonstrating how people interact with your products not only enhances engagement but also educates customers on the various use cases of your products.

Using images to see what product looks like
Sephora uses pictures with people to show how products look in real life

16. Expand Payment Options:

Simplifying the purchase process is key to improving online conversion rates. While some customers prefer card payments, others may opt for PayPal. If you're unsure about the preferred payment methods of your various customer segments, consider conducting a quick poll. The more insights you gather about your customers' preferences, the better you can tailor your product pages to drive conversions.

Quick Tip: Don't wait until checkout to reveal your payment options. Incorporate icons or messages highlighting popular payment systems like PayPal and Afterpay, as well as logos for major bank cards such as Visa and Mastercard. If you integrate payment options in Rekisa, some icons will automatically display on your product pages.

Payment options for product
Les Fermes Valens displays payment options on each product page

17. Simplify Your Approach:

While it's a commonly heard piece of advice, many websites still overlook its importance: keep it simple. In a physical store, customers can typically navigate to products and the checkout counter with ease. However, complexity often leads to frustration and abandoned shopping carts. Online stores should prioritize an intuitive and streamlined experience.

Excessive ads, buttons, and checkout steps can divert customers' attention away from completing their purchase. To enhance your website conversion rate, focus on eliminating distractions and guiding customers seamlessly through the checkout process.

Eliminating ads
Too many distractions can ultimately confuse customers

Upgrading your product pages

According to this guide will streamline the purchasing journey for your customers, potentially leading to increased time spent on the page and a higher conversion rate.

If, despite these improvements, you still aren't seeing the desired increase in conversions, consider focusing on attracting higher-quality website traffic - an audience genuinely interested in your products. Remember, conversion optimization is an ongoing process, so don't limit yourself to the strategies outlined here. Continuously test and refine your approach to find what works best for your store. With perseverance and perhaps a few cups of coffee, you'll soon be on track to improving your conversion rates.