Amazing tips to optimize E-Commerce conversion rate

A well-crafted product page with proper CTAs in place, high-quality product images and descriptive content plays a huge role in convincing the visitors to convert. The product description helps the customers in deciding whether they are getting the things as per their requirement, or is it time for them to switch tabs and reach out to the facilities of various other e-commerce platforms. The product page on the e-commerce website is necessary to keep the buyer interested and move forward to finally getting converted to a customer. In this blog, we will navigate through some amazing tips to manage product page that would help the increase e-commerce conversion rate.

What is E-commerce?

E-commerce is about buying or selling things using the internet facilities. It is about providing online services to various products 24/7, anywhere as per the choice of the customers. The digital marketing agencies help the e-commerce companies in rendering such services and making it easier for the customers to avail their facilities in just a few clicks. A lot goes into action while running e-commerce marketing. You first decide what are products you are going to sell, what will be the setup of the website, set the cost of the product, and you think now all is done and you are good to go into the e-commerce services. Then wait, there are many unanswered questions still left. What about the advertising part, your product description, and the e-commerce conversion rate?

The E-commerce Conversion rate here means what number of visitors will convert into customers on your website. The e-commerce companies now take the services of the digital marketing agencies, so that they are ahead of their competitors. Going forward, there will be a detailed discussion on the horizons of e-commerce product page description and how to improve it.

What are E-Commerce product pages and E-Commerce conversion?

E-commerce product pages are the descriptive pages presented to the customer. These pages provide the customer with knowledge of the type of products provided by the e-commerce companies. The e-commerce company presents the description of the product on the product page and lets the customer choose according to their needs. It can be understood like the heart and soul of the e-commerce company. If an e-commerce website is a soul then the product page is the heart. Just as the heart drives the soul, similarly the product page drives the website. This is the main featuring page that attracts the customer to the website.

E-commerce conversion means the number of visitors that visit the E-commerce website and then finally convert into customers. This makes sure that e-commerce services when presented in an organized way helps the customers to achieve their goals. The design of an e-commerce site should be in such a way that, there is proper synchronization of each step so that the customer gets the best e-commerce services.

The E-commerce website should focus on presenting simple designs, adding a search bar, including proper product themes, etc. Any business should understand the E-commerce conversion rate and benchmark its performance against it. For e-commerce companies, the aim is not only to attract a lot of traffic but to make sure that this traffic converts into customers and finally increases online sales. Some scenes that determine the chances of conversion are: if there is a click on the call-to-action tab, then chances of these clicks to convert into customer increases. The presentable call-to-action catches the eyes of the customer and attracts them to click on it. If the customer clicks on the “add to cart” button, then there are chances of the visitor getting converted to the customer.

Going to the landing page of the e-commerce website, and filling out the registration form, enrolling for subscriptions, buying products, etc. are the ultimate e-commerce conversion results. The e-commerce conversion rate can be monitored by following some of the points.

• User flow experience– When a user visits an e-commerce website, the journey from landing on the product description page till the time of final purchase of the product is known as the user flow experience. There can be multiple steps before a final purchase is done on the e-commerce platform. The steps can be searching their products, knowing the details, etc. So, e-commerce companies can encompass user flow optimization by providing diversity in the range of products, design of web page, proper positioning of call-to-action buttons. The e-commerce strategy can be made depending on the search of the visitor to convert them into a satisfied customer. Some tools that can keep the user interested and increase e-commerce conversion rate are discussed below:
• Usability testing–Usability testing focuses on users ease of using e-commerce platforms for understanding how easy and friendly is the movement on the landing pages. This testing gives the idea of what type of product the user’s search for the most and what not. This helps in knowing the difference in the satisfaction of people getting converted into customers and those unsatisfied users that are leaving the website. This testing would help in redesigning the e-commerce website or its interface to increase the conversion rate.
• Solve usability problems – E-commerce companies should always prepare analytical reports to get more insights of the customer’s satisfaction. They can a prepare chart about how the customers are navigating on the e-commerce platform and solve their problems making it easier for everyone visiting their e-commerce website.

Digital marketing agencies make use of the different changes going on in the industry and they are always updated. Hence, one can utilize digital marketing services for conversion rate optimization and stay ahead of the competitors.

How product page conversion increases E-commerce conversion rate

Every part of the customer’s journey is important to increase conversion rates on e-commerce websites. From the landing page to the checkout page, every step is important for the e-commerce websites to make the visitor get converted into a customer.

1. Use of high-quality images and videos – This is the first impression of your product, so it can either keep the customer interested or make them turn away from it. It is always advised to optimize images for e-commerce websites as they can make or break the conversion that might be about to happen. Having high-quality images builds trust in the customer and increases the e-commerce conversion rate. Having high-quality, crisp, interactive images of products helps in saving time for the customer and the visual content makes the customer aware of the e-commerce services that the e-commerce companies will be providing. The photo can be customized according to the variants of the product in black or white, which helps in giving the proper presentation of the product.

The image should be presented in different angles so that all the specifications of the product are highlighted.

Videos help in providing a 360- degree view and present important features of the product.

2. Improve website speed – Everyone wants to have a hassle-free experience when it comes to the e-commerce platform. Research suggests that 53% of the people will leave the site if it takes more than 3 seconds to load the page. This shows that the speed is not able to meet user’s expectations, although it is not true for all websites. Heavy traffic is good for any e-commerce platform, but then users do not want to wait long for the page to load. To solve this, website speed should always be in check so that it helps the users with uninterrupted services. Google’s Page Speed Insights is an excellent tool to test the load speed of the website. If it is hard to fix this issue by e-commerce companies, they can take the help of digital marketing services who would keep their e-commerce platform free from any difficulty.
3. Optimize E-Commerce product page for mobile– Be it e-commerce or any other field, companies are always in the plan to optimize products to be displayed on the mobile. Customers find it quite easy to use mobile-friendly websites. Google also has announced mobile-first indexing update as well. The mobile-first indexing helps any website SEO rank better and get a higher position, which ultimately would lead to an increase in customers. The mobile-first indexing helps in better ranking for e-commerce platforms so that customers do not have to waste much time scrolling down for better results. If e-commerce companies do not have mobile-friendly product pages, they may end up losing traffic, which would lead to loss of sales and finally loss in revenue. The product page mobile optimization can help you

• • Increase user experience
  • help them buy from anywhere
  • digital wallets for payments

The businesses can provide them with shopping apps for android and IOS platforms with mobile-friendly e-commerce strategy to boost mobile conversion rates.

4. Provide detailed product description– Providing a detailed product description helps the customer know many different features of the product at a single point. The e-commerce companies should optimize product page content for search engines too so that they rank better in SERPs and thus get more qualified traffic. The product page content should be presented in a very polite, engaging, attractive, and pleasing manner to keep the buyer interested and should provide a pleasing touch to the customer. The detailed description should include –

• • Title of the product
  • Information of the brand
  • Features and components of the brand
  • Material of the product
  • Care and maintenance
  • Size and dimensions
  • Price

5. Featuring call-to-action – This means if you want your customers to buy your product, you need to push them to buy it. This CTA acts as a command or action phrase and helps the shoppers know what is to be done next. You can use phrases like “Buy Now” or “Add to Cart”. An effective call-to-action communicates what the user can expect when they click on a button. This develops a sense of urgency and the visitor takes a step further to buy the product. It acts as the roadmap to your customer’s journey. This clears the confusion of a customer allowing them to take the next step. This is an eye-catching answer and guiding them ahead to the buying process. There can be multiple call-to-action phrases on a page if there is more than one action that the user can take. It can also be the difference between a potential customer and the one making a sale.
6. Create urgency – You can always provide the customers with opportunities like discounts, flat discounts, and limited-time sales offer. All this would create a sense of urgency for the user. They would feel that if they do not purchase the product now, they might miss out on good deals, thus creating urgency in the mind of the buyers.

It can be done by placing an additional countdown clock, by displaying only limited-time sales. This creates a nudge for the buyers to purchase the product as they may miss out if they are late.

7. Pricing & shipping costs – The customers should be informed that if their product has any extra shipping cost or everything is included in the price itself. E-commerce companies should keep this transparency and bring all the pricing to the front in a single place. This helps in gaining the trust of the customers and they feel that they have loyal e-commerce services and nothing is hidden from them. You can even display lines stating that if there is the purchase of a certain price limit, then the shipping is free. If possible, try doing international shipping to increase your customer base.

8. Return & exchange policy – The e-commerce conversion rate depends on how much trust the customer is having in your website. The return and exchange policy of the e-commerce platforms justify the trust they endeavor in the customers and provide them with facilities at every step. This way the customer feels that their money is in safe hands, even if they order something which is not as per their satisfaction. The companies should guide them with every step of the return policy and what steps are to be followed to get the return or the exchange. This would also reduce the conflict which might arise after the purchase is made.
9. Social proof – Customers would only come to your website when they believe that you are trustworthy and legitimate in the social world and for that you need to create a strong social media presence. The businesses should display the feedback and satisfaction level of various customers about the product. This way the customers gain trust in your website and when they are satisfied they can refer your e-commerce platform to their friends and family. The social proof would help them with –

• • Have a good reputation of your products
  • Other customer reviews, encouraging them to buy from your website
  • They would feel that website is trustworthy to purchase from
  • They would feel good to be a part of an exclusive community and something they can refer others too.

Social proof can be done by giving:

• • Pictures from social media platforms
  • User-generated like & dislike button
  • Ratings and Reviews from customers
  • Logos from other companies
  • Case studies from past customers

10. Product recommendations – Customers come searching for a particular product. They even get the desired product on your website. But you may show suggestions on the product page for other product variants suggesting the change depending on the demographic data, geographic data which you have experienced from your sales history. The change should be suggested in such a way that it does not affect the budget of the customer, there is no alteration in the basic choice of the customer, and their mindset is not deflected from the suggestion. A proper suggestion would help in gaining positive feedback from the customer and thus increasing the sales of the e-commerce companies.
11. Keyword planner – Every product description has some keyword, around which the specification of the product rotates. The keyword match should thus be focused on by the companies and further specifications should be suggested around that keyword. This would help the companies in knowing the best what the customer is looking for on the website. The Google keyword planner tool could be handy for someone who is a newbie in the e-commerce platform. In PPC services also, the main tool to attract customers is the keywords. Thus keywords are very important in the PPC lead generation. The proper keyword research helps in bringing the relevant customers for a campaign. So, if any difficulty arises one can take the help of digital marketing agencies which provide outsource PPC services
12. Question and answers – Even though you provide a detailed product page description, there are always chances that your customers will have doubts regarding some of the things. You can answer some questions like what are your service timings, What if the payment order is pending or failed if there is a delay in shipping etc. You can also provide a live chat option when your services are online, or else can provide the bot option, saying will get in touch with you.

Ideas to enhance product page descriptions

Nailing the contents on the product page is an important part of the E-commerce conversion rate. Implementing technologies such as artificial intelligence, chatbots, and voice assistants are very useful, as it helps the e-commerce companies to provide facilities to customers all in the synchronization of one or two clicks at a single e-commerce platform. E-commerce companies looking to improve their carts and checkout pages, thinking to attract the maximum number of customers and increase their sales. They feel that as they have good e-commerce facilities people would definitely buy their product and their sales would increase. But, a majority of customers do not even reach that point.

No matter how much traffic you get, or what is your brand value, this does not assure you of a good e-commerce conversion rate. 55% of people spend less than 15 seconds on a website, meaning people do not read content the way we think they are reading. This makes e-commerce companies focus more on providing quality reading time-on-page and a good product page description.

The customers have no problem turning to another e-commerce platform where they find the positioning of the product in a more convenient and friendly manner. So any e-commerce platform should make their strategy in such a way that the customers do not have even a single element of doubt on their product.

But crafting a good product description, to ease the shopping facility and make the buyer convert to a customer is easier to say than done. If the companies want to level up their e-commerce services, to get more conversion rates, some tips can be kept in mind while working on their e-commerce strategy.

• Design of website–The first thing that the visitors will get to experience is an e-commerce website. The design of the website should be such that it is visually appealing. The visuals should be attractive and free from haziness on the screen. This would keep the buyer interested to move forward. The visual persuasiveness of the website will attract them to the part where they will move steps closer to buy the product.
• Easy navigation– No customer would want to visit a page that is haphazardly displayed, or is presented in an unorganized manner. Try to present things at the click of a button so that the user finds it easy to navigate to reach their products. If you offer a wide variety of products, try presenting them into different categories and sub-categories. This way, the customer can dig deeper easily and can find the product. This easy navigation would provide a robust search solution keeping the customer interested to move further and buy the product.
• Be as informative as possible – This is another idea you should apply to your product page to present information as much as possible. The customer buying the product has not physically seen it and will only be acquainted with the details you provide about it at the time of buying. All the decisions would thus be taken based on the information that you provide. You are not aware that the customer has earlier used such type of products or not, so try providing the best information to the customer to let them decide about the quality you provide and how you are different from your competitors.
• Multiple discount options – With fierce competition in every field, e-commerce platforms also have many service providers. The customers tend to fall prey to those who provide them quality products at some discounts, offers in comparison to their competitors. Customers are not very happy receiving coupons or vouchers, but always wish to have discounts. Try to present discounts to customers on a weekly or monthly basis, on festive occasions. You can even personalize the content according to the customers, like those who purchase more try giving them a premium subscription, or extra discount, which will generate good profit to the company.
• FAQ section –This section is mainly to educate the visitors on the product services provided by the business. This can be best answered by putting oneself in the customer’s shoes. Always present the description page with anFAQ (Frequently Asked Questions) to help the buyer be clear of the doubts while they were scrolling the page. Try to present the FAQ from the customer’s perspective and keep the tone positive while answering the questions. The answers should be short and simple and always conclude with contact information. Including a call-to-action is a major opportunity to stimulate the customer’s activity, and even if the doubts are leftover then the customer can always get in touch with the company by clicking on the contact us button.

Wrap up

There are many e-commerce businesses with different products and have different customers. The product page description is the main strategy to be kept in mind in displaying the best to the customers of any e-commerce business.

No matter how good products you have and how better your services are, you cannot be sure to have relevant traffic on your website. Now, having understood the importance of product page description and the role it plays in e-commerce conversion rate, it should always be presented in the best possible way. The keywords are not only important in PPC but in product page description also it plays a very important role. After all, the use of PPC to boost e-commerce is a fairly common practice.

If e-commerce companies find it difficult to handle keywords on their own they can outsource E-Commerce PPC Services or E-Commerce SEO services to a reputable advertising agency that provides local or offshore digital marketing services known to optimize conversion rate. These agencies cater the services as per your demand and plan out strategies to help you grow your business. They deal in CRO services, website conversion analysis, and many other services to help you meet your business goals.

References:

1. Eight simple steps to write epic product descriptions that boost conversions
2. 9 Tips for Killer E-Commerce Landing Pages