In today's world, where online shopping has become the norm, having an optimised product page is more important than ever. It can be the difference between making a sale or losing a customer to a competitor. But with so many factors to consider, it can be overwhelming to know where to start.
We got greatly inspired by Bigblue’s CEO, Tim Dumain, latest LinkedIn post. We compiled his expert tips to create a cheat sheet that any European brand can safely copy to improve its conversion rate.
In this article, we'll focus on what happens above the fold, as that's where most of your visitors will spend their time. We'll cover everything from mobile optimisation to product pictures and reassurance strategies. Each tip is backed up by statistics, so you can be sure that it's tried and tested. And if you stick to this cheat sheet, you can expect a massive increase in your e-commerce cvr.
Infographic: The perfect e-commerce product page
0. Make it mobile-first
Prioritise the page's mobile experience, as most traffic will likely come from mobile devices; 57% of online traffic in the US comes from mobile devices. (Statista) Make sure the page is optimised for small screens, easy navigation, and quick load times. 53% of mobile users leave an e-commerce website if a page takes over three seconds to load. (Think with Google)
Brands using mobile-first design approach for the win
- Gymshark: This fitness apparel D2C business has a mobile-first approach to its website, with a seamless mobile shopping experience.
- Warby Parker: The eyewear brand's mobile site is optimized for quick load times and easy navigation, making it easy for customers to shop on the go.
1️. Engaging product naming - 78% CVR increase
Choose a descriptive and concise name that immediately communicates the product's value; 64% of customers purchase after watching a branded social media video. (Tubular Insights)
Consider the name as an advertisement (the first thing one sees when landing on your page), so make it catchy, or they leave faster than they arrived. 80% of consumers say they are more likely to buy a product with a personalized experience. (Epsilon)
Brands enchanting clients with strong value propositions
- Dollar Shave Club: The subscription-based razor consumer brand's value proposition is clear and concise: "A great shave for a few bucks a month."
- Casper: The mattress company's value proposition is focused on providing a better night's sleep: "Better sleep for brighter days."
2️. Product rating - Up to 380% CVR increase…
Showcase product ratings and reviews on the page to enhance customer trust and boost conversions. 95% of shoppers read online reviews before making a purchase. (Spiegel Research Center)
Ensure that the ratings and reviews are easily accessible, noticeable, and clickable, as 86% of customers hesitate to buy products or services from a business with negative online reviews. (ReviewTrackers)
Using reviews to boost sales and decrease CAC
- Hims: The men's health brand includes customer reviews on their product pages, showcasing the effectiveness of their products and building trust with potential customers.
- Outdoor Voices: This activewear brand features user-generated content on their website, showcasing real customers wearing their products and creating a sense of community.
3️. Buy button - ∞ CVR increase
→ Make it BIG and use contrasting colours to make it stand out; buttons with contrasting colours increase conversion rates by up to 28%. (Neil Patel) → Consider a sticky button (that stays at the bottom of the screen); sticky add-to-cart buttons can lead to a 3.3% increase in conversions. (Conversion XL) → Include the price inside the button to save space (critical on mobile). Adding the price to the CTA increased clicks by 38%. (Unbounce)
Make it easy to buy
- Glossier: This beauty brand's website features a prominent "Shop now" call-to-action button on its homepage, making it easy for customers to start shopping immediately.
- Allbirds: The sustainable footwear brand's product pages include clear "Add to cart" and "Buy now" buttons, prompting customers to take action.
4️. Fast shipping tags - 35% CVR increase on average
Fast delivery is the new standard Amazon sets; your buyers expect that much; 41% of shoppers expect a two-day delivery option. (BigCommerce) Display fast delivery options and estimated delivery time to ease customer concerns. Offering a delivery date can increase conversion rates by 8.6%. (Baymard Institute)
The faster, the better
- Amazon Prime members can get free two-day shipping on eligible items and access to same-day and one-day shipping in select areas.
5️. Free shipping everywhere
No one likes to pay for shipping, especially when it significantly adds to the cart. You have to advertise a free-shipping option; 58% of shoppers would add more items to their cart to qualify for free shipping. (BigCommerce) You don't have to make it free always; offer it against a subscription (if you have one) or for a higher order value! Offering free shipping with a minimum purchase amount increased orders by 90%. (Unify)
Using free shipping to sell more
- Zappos: Zappos is well known for its free shipping policy, which includes free shipping on all orders, no matter the size.
- Sephora: Sephora offers free shipping on all orders over $50 and free shipping on all orders for its Beauty Insider members.
6️. Product pictures
Did you know that 67% of consumers say that the quality of a product image is "very important" when making a purchase decision online? That's why it's crucial to showcase your product with high-quality images. In addition, using human models and user-generated content can increase conversions by up to 6% by showing potential customers what the product looks like in real-life situations.
Help them imagine themselves using your products
- Glossier: The beauty brand's website features high-quality images of its products, including product shots, lifestyle images, and user-generated content.
- Cabaïa: The backpack brand features their very Parisian employees using their backpacks on the product pages. It doesn’t get more real than this!
Offering variations and bundles is a great way to increase your average order value (AOV) and encourage repeat purchases. Products sold in bundles have a 42% higher AOV than those sold separately. By streamlining product comparison with a single page for colour/size options, you can make it easier for customers to decide, leading to a 27% increase in conversions.
Increasing your average shopping basket value with bundles
- Unbottles: The zero-waste personal care brand offers bundles of its products at a discounted price, encouraging customers to purchase multiple items simultaneously.
- ThirdLove: The lingerie brand offers a wide variety of sizes and colour options for its products, making it easy for customers to find exactly what they want.
Reassuring customers that their purchase is safe and secure can be a deciding factor when it comes to making a purchase. Offering "Buy now, pay later" options can increase your conversion rate by up to 56% while offering free returns or a money-back guarantee can increase your CVR by up to 105%.
Building trust efficiently
- Bombas: The sock brand offers a "Happiness Guarantee," allowing customers to return products for any reason within 30 days of purchase.
- Casper: The mattress brand offers a 100-night risk-free trial, giving customers peace of mind when making a big purchase.
By implementing the tips outlined in this cheat sheet, you'll be well on your way to creating the perfect product page for your D2C brand. From prioritising mobile optimisation to providing reassurance through flexible payment and return options, each element of your page plays a crucial role in building trust with potential customers and ultimately driving conversions. Don't forget to regularly test and refine your product page to ensure continued success.