The product pages of your website embody the digital version of your physical store’s display windows. It’s from these web pages that internet users will decide to make a purchase. To maximize your chances of converting, there are various elements to which your brand should pay particular attention. Trustt reveals the 10 secrets of a product page that maximizes sales.
Table des matières
The Stars and Number of Reviews at the Top of the Page
The reviews from your consumers at the bottom of your product page are essential to reassure your prospects and guide them in their purchasing decisions. However, you shouldn’t neglect the star ratings and the number of reviews at the top of your page, under the product name.
Indeed, it’s one of the first things that your potential customers will look at. A sufficient number of reviews and a good star rating instantly reassure them and make them want to continue reading the product page. Perhaps your prospects will go directly to the customer reviews section to discover what your consumers think about your products.
The Presence of Detailed and Sufficient Content
Below the stars and number of reviews, you will provide the characteristics of your product. It is necessary to provide sufficient content allowing your potential user to envision and understand what the product will bring them.
For this, we advise you to divide your product page into several sections, such as the product benefits, its active ingredients, your usage advice, and practical information about it. The internet user should be able to navigate easily between these sections.
However, ensure that certain information remains always visible, such as the content or price.
Moreover, sufficiently long content allows you to include a number of keywords that improve the position of your product page in search engine rankings.
Highlighting Functional Reassurances
Functional reassurances concern the purchase and delivery terms of the item. They are always beneficial to buyers and aim to reassure them – and by extension, to encourage them to buy.
They can, for example, relate to delivery times, shipping costs, a possible discount after reaching a purchase amount, or even guarantee payment security. They are therefore crucial and must be highlighted and clearly visible on your product page.
Highlighting Ethical Reassurances
Like functional reassurances, ethical reassurances aim to reassure buyers in order to convince them to purchase. Ethical reassurances act as a guarantee of eco-responsibility or ethics of the product.
This is where you specify if your product is organic, vegan, cruelty-free, of natural origin, or even hypoallergenic, suitable for acne-prone and sensitive skin… In other words, you assure your prospect that the product aligns with their values and needs. It’s also an opportunity to highlight proven efficacy data that gives even more credibility to your product. Here too, you will benefit from highlighting this information.
The Quality of Visuals
Regarding your product visuals, prioritize high-definition photos on a white background to showcase your product. You can add more aesthetic visuals where you put the product in context.
In any case, you must respect certain formalities so that images do not hinder the user experience: images that are too large and not optimized slow down page loading, which can lead your visitor to leave abruptly. Therefore, be sure to compress your images to adapt them to the format expected by your search engine.
The quantity of authentic and complete reviews
As mentioned earlier, customer reviews are crucial for generating conversions. Indeed, 50 reviews generate 30% additional conversion!
However, not content with having reviews on your product page, you must ensure that they are complete and detailed. A simple “Great!” or “Very good product” brings little value to your future buyers.
Reviews that promote sales scrutinize every aspect of your product: packaging, effectiveness, composition… Your testers should express their opinion on the entirety of your product.
These reviews must also be sincere and authentic: at the height of “fake news” and fake reviews, your consumers are seeking transparency and truthfulness.
Collect comprehensive and authentic reviews with the SaaS software Trustt which supports your brand in organizing product campaigns. This tool provides your brand with a panel of passionate influencers and consumers ready to provide truthful and detailed reviews. These consumers and influencers help you enrich your product pages and build a real community by talking about your brand on their social networks.
The presence of UGC
To support the reviews written by your ambassadors, your product page should include UGC. This content generated by your consumers on their personal social networks accentuates the power of their testimonials and convinces your prospects of the quality of your products.
Sharing your community’s content on your e-commerce site also strengthens their engagement, which contributes to the loyalty and retention of your existing customers.
Upsells
To increase certain performance indicators – such as the average basket size – the presence of upsells at the end of your product pages allows you to recommend other products that might interest your target audience.
The challenge is to make a selection that corresponds to the needs of your potential buyer. For example, it should be in line with their skin or hair type, or recommend products that can enhance the action of the one being viewed.
Page security
For your potential buyer to proceed with the purchase, your website must inspire complete trust and be reassuring about the security of transactions that take place there.
Thus, it is crucial that the security status located to the left of your website’s address indicates that your site is secure
(small closed padlock), otherwise you risk driving away many customers. If your site is considered unsecure, it’s probably because it’s not under https. Moreover, Internet browsers like Chrome or Safari will warn your user to be wary of the page in question!
Page adaptability to all devices
Finally, one of the essential criteria for the success of your product page is its ability to adapt to all devices that your customers might use.
A good number of your buyers do their research and make purchases on a mobile device such as a smartphone or tablet. It is therefore vital that your product page displays well on this type of device.
Adopting a responsive interface implies ease of navigation on all devices: for example, on smartphones or tablets, customers should not need to scroll to be able to proceed with the purchase. The “add to cart” button must always be visible on your product page, even on smartphones. This way, your customer can buy their product in a single action.
