Whether you own a land based business or an ecommerce store, you still want to make sure that every customer that walks in or visits your website is a converted sale. With ecommerce, the best way to do this is to carry our CRO (conversion rate optimization) on when developing product page.
Every business website can be optimized such that it appeals more to the impulse shopper in whomever visits the landing page. This often involves a great deal of CRO testing and could include trying out various versions of the same site just to see which one works best. The intricacies of CRO are quite abundant but as a rule of thumb, the following should be adhered to at the most basic of levels if CRO success if to be achieved.
This is perhaps the most important area as far as product page optimization is concerned. Unfortunately, most business owners are unclear on what to do here. A call to action button is basically an instructions manual as to what you want the client to do once they have landed on the product page. This should be made very clear, prominent and preferably above the fold of your product page.
The text/copy is also very important. If you want the client to buy something, write something like 'Buy Now' or 'Click To Buy' and if your intention is to get the client to sign up for a newsletter feed or for further information use 'Sign Up Here' or 'Get More Information'. The point is, it should be very clear to the client what action the button leads to.
These images are the first visual interaction your potential client is going to have when undergoing product page development. They need to be of the highest possible quality for the client will associate that with the actual product. If the image is blurry, has poor lighting or composition, the client will subconsciously relate that to the quality of value they will get from using the product. Bright colors attract and excite ecommerce shoppers. Make sure these product images portray a clear picture and are designed in such a way as to prompt someone to want to own one.
In ecommerce, content is king. This is your sales pitch to the client. Besides the other integral bits like your search engine rank depending on the quality and relevance of your text/copy, this is the one thing that your client uses to decide whether or not to buy from you. The copy should clearly highlight to the potential buyer the product features and various benefits that they stand to receive by using your product. Statistics show that a landing page has only 8 seconds to grab the visitors attention. Make the text simple, striking and outstanding. Something that prompts the client to stay and read on, not mundane everyday information.
People more often than not will opt to watch a short video on about the product rather than read a long 'pros and cons' text about it. The most compelling videos are those of the product being used in real life. This leads the client to identify with the product as part of their home as well as learn more about it. Besides, chances are that if someone else is using it, then it must be good. That is the normal human thinking.
In essence, CRO is an absolute necessity for ecommerce websites, that is not in contention. It is how you go about it that determines your sales conversion rate.
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