Far too many webmasters focus exclusively on driving visitors to their landing pages while expending very little effort on actually converting them into sales. That’s a shame, because neglecting product pages inside of a website is like climbing Mount Everest and stopping within sight of the summit. Well-crafted product pages are integral when it comes to converting any traffic into sales. The best way to effectively practice conversion rate optimization or CRO is through terrific product pages. Address the following concerns and you should do quite well.
Modernize the Interface
Nothing kills the possibility of a sale like a web layout that looks like it was snatched from a time capsule circa 1997. Nowadays, people expect clean, relatively minimalist web page configurations that nevertheless feature a wealth of information. Incorporate large, high-resolution images of products into your web designs as well as clear text. Though it’ll require a bit of extra work, interactive tours of product offerings are a good idea as well. Rich snippets are a good way to make sure that the hard work you’ve put into your product pages don’t go to waste and display prominently in the search engine results pages.
Quality vs Quantity
While first impressions are important, it’s the information you present that’ll close the deal. Thanks to Google’s Penguin update, content relevance is more important than ever. In addition to listing relevant specifications and details, your product pages should focus on telling a story and assisting the consumer. Rather than just ticking off a product’s bona fides, include information on what kind of consumer the product is best suited for. Driving engagement is the name of the game, and consumers prefer the facts when it comes to their product information. Regardless, that doesn’t mean you can’t spice things up a bit.
Throwing a splash of media into the mix is never a bad idea. The primary goal is to avoid bombarding your audience with too much media. Tasteful, instructive and ultimately succinct videos are the biggest key to creating an impression of authority. While it’s a personal preference, it may be worth your while to host your videos on Vimeo as opposed to Youtube. Despite Youtube’s ubiquity, Vimeo has far greater “street cred” online and conveys authority without a “salesy” approach. Pulling in reviews from sites like Amazon and Google is also a smart move on your part. Product pages require user feedback to be truly relevant, and embedded review modules make that happen pretty quickly.
Test, Test & Test Some More
You probably saw this coming, but every strategy in the book won’t be worth a damn if you’re not actively split testing your results. At the very least, you should be employing the A/B method of split testing to gauge user responses to your product pages. Put the maximum amount of effort into making your web layout stand out. A/B testing will tell you which elements are too promotional and which elements are not promotional enough. It’ll take a bit of fine-tuning, but the results should be well worth it when weighed against the conversion rates.
There’s no magic wand to wave over the product page optimization problem that will yield instant dividends. Rather, putting together solid product pages that deliver value and hopefully nudge your traffic in the right direction is the result of consistent, methodical effort on your part. The hardest step of the process is in creating winning product pages that strike a balance between too much information and not enough. A bit of split testing will tell you where that line is located. Once you’ve got that locked down, it’s just a matter of tuning your product pages to provide the most fruitful and engaging experience possible.