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.
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)
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)
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)
→ 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)
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)
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)
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.
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.
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%.
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.