How to use Product Pages to Convert Visitors into Customers?

Try to convert visitors into customers and clients? How has that been working for you, ha? As online marketers, we struggle with conversions. People land on our well-made pages and bounce. They don’t convert or click — most of the time. While a great conversion-ready landing page is a great way to convert leads.

But there is one more way to do so.

Using catchy product pages.

As the name suggests, a product page showcases a product, like a book, software, service, or even a freebie.

If you don’t want to read this article in full, the whole summary is to create a beautiful product page, show what you can offer, make them buy your product and persuade them to signup for email alerts/newsletters.

Simple?

Well, no. Keep on reading to know.

First of all, let’s understand why some pages or even landing pages don’t convert and how a product page can help you in this.

Why landing pages don’t convert?

Is your product not good enough? No. That cannot be a reason. The visitor hasn’t tried your product yet, so how can this be the case.

The reason is simple.

Your landing page sucks.

It lacks good copywriting, better visuals, and above all, persuasion.

If you are really trying to make your pages sales-ready, make sure you solve these problems. Above all, off-course, your product needs to be good. Offer your visitors something they cannot forget. Make use of product pages.

Product Pages 101

Salesforce Product Pages

First impressions are important – they make all the difference especially when you have only a matter of seconds to entice the visitors into taking on your offer and buying the product.

Product pages not only form the first impression but can be the sole difference between a visitor choosing to buy your product and simply logging off.

If you are fairly new to this concept or just haven’t built up a mild tolerance to it yet – loosen up and take a breather, because listed below is a set of possible ways in which you can instantly boost the conversion rate and up your sales.

The Way You Sell Matters!

Google Chrome Download Page
Chrome is the world’s #1 product in terms of conversion.

Sure, selling a product is the paramount method of increasing your overall sales, but that only happens when a visitor is dedicated enough to follow a bunch of steps and make that same order.

So, what do you do?

A long list of the product’s features under a fancy design with a flashy “buy now” button will only confuse the visitor’s brain.

Remember, you are the magician in this role-play and visitors see what you want them to see. They read what you want them to read. You need to be able to subtly get your message across to the visitor without causing any havoc in their subconscious.

Being able to convey sufficient information about any product without having to write out a long list of features and how-tos can act as your act’s “prestige” since we’re going down the sorcery road.

Online eCommerce marketplaces are in no way similar to physical stores. In-person shopping allows the visitors to actually touch and feel the products, thus leading to an immersive experience

Sure, although it won’t be the same, you can somewhat replicate that feeling online as well, but you’d have to be very delicate with the content you attach to the product. Presenting less information than required would only prove to be ineffective in selling the product, and presenting too much information would lead to information overload.

You want to maintain a simple design when it comes to your product page and descriptions, and though it can be tough, you want to find the perfect balance between lack of information and too much information.

Know Your Audience

If you want your marketplace to get the attention it requires in order to increase sales, you have to tap into your visitors and read their minds.

Sounds impossible, right?

I think not, as reading the audience’s mind is all about knowing what they want from your marketplace, where they stand in the sales funnel and the depths they would go to in order to buy your product.

There are two types of potential customers – the experienced one who knows what he wants and has ample knowledge about the specifics of the product he wants, and the inexperienced one – who can’t differentiate between the wants and the needs, and has little or no knowledge about the specifics of the product.

Your goal, as a marketer, should be to target the entire sales funnel – which includes the two types of potential customers.

Tools to know your audiences

There are a number of ways in which you can monitor your visitors apart from the mainstream methods like age, location, and industry, and then describe them in terms of details like needs and budget. Some which may be helpful include:

Heatmap

A tool with which you can ‘spy’ on your visitor’s mouse movements by obtaining the area of your product page where users tend to click more. This could provide you with a clearer picture as to what changes you should make to the unfit areas – as users generally don’t click out of anywhere, they find their reason.

See the comparison of top heatmap tools.

Scroll map

As similar as it is to a Heatmap, this tool could make a world of a difference if used correctly. Scroll maps provide you with a general idea about where users start and stop scrolling. It lets you know where the mouse cursor tends to travel more frequently and which areas of the web page remain isolated.

Using any one of these tools, or even combining the two could make improvements when it comes to your product page and descriptions – as you know where you need to make improvements and/or necessary changes.

Presentation Over Anything

You might have heard about some popular phrases like ‘sell the result, not the product’ or ‘sell benefits, not features’ before. An ideal presentation of your product page should cover this and much more to increase sales over time.

Having said that, a presentation does not include just how you showcase your products through flashy and informative descriptions. It is much more than that.

Your product page should cover all possible aspects – and that means including noticeable as well as invisible features, small as well as big tweaks that may seem negligible individually – but make the most difference when it comes to appearance as a whole.

How to make the product pages perfect?

Although there are a lot of ways to do this, certain ways work better than the others, some of which are:

Implementing CTA buttons.

The call-to-action (CTA button) is an element that you can implement as a button or a link, with one primary goal – enticing the customers and prompting them into taking action.

A call-to-action button is your best friend, and the most compelling asset you have access to as an online marketer.

In other words, a CTA button is a compelling tool that does just about enough to send the visitors to the checkout section.

Now that we’ve established what a CTA button is, let’s talk about how you can make use of it effectively.

You would think that a button that includes a couple of words would be insignificant to your product’s conversion rate – but there’s a lot more to a CTA button than you would imagine.

You want to design a CTA button that stands out just enough to get the visitor’s attention, but doesn’t overwhelm the product images or description – and that is just the tip of the iceberg. You also have to take multiple factors into consideration like its size, shape, color, and placement.

The Size, Shape, And Color

An effective call-to-action button can make a huge difference and lead to higher conversion rates, but only when used in a precise manner.

When it comes to the size and the shape of the button, you want to make sure that the button stands out as compared to the rest of the elements on the page. Not only do you want to make the button larger, but more noticeable than other buttons and links as well. The key difference here is the background – using one on the lighter side will enhance the visual aspect of the dark CTA button and make it eye-catching and appealing.

The color composition you go with also plays a vital role in the process. We all know about the psychological effect colors have on the human brain and how one could feel an instant emotional connection if used correctly. Colors are a great way to make your call to action button stand out and be more prominent – and even though the combination of colors varies from the product itself to the target audience, you should always have a composition that’s dark on the outside and light on the inside, and more preferably a highly contrasted button color to draw more attention.

The Placement And Effect

You’ve decided the size, shape, and colors you want to use, but now you want to be careful. If your CTA button isn’t placed on a prominent part of the page, visitors won’t find it noteworthy and would shade away. The common rule is to place the button ‘above the fold’ – which means placing the button on top/parallel to the product, as most of the visitors do not tend to scroll down in the few seconds they stay for.

Unpopular opinion – this doesn’t have to be the case. CTA buttons consist of many factors, one of which is the product itself. In many cases, you want the average visitor to get compelled by the sight of the CTA button and go to checkout as soon as possible, but if your product is out of the mainstream and its features could take a toll on the visitor’s brain – you want to slow things down and let them digest the information for a bit. This is where placing the button below the fold could make a difference.

Pro Tip – You can even make use of the heatmaps and scroll maps we talked about earlier and place the CTA button in accordance!

Displaying The Product

Images are mighty powerful. They can talk to the human brain, persuade it, inspire it, and when used correctly – could even help you sell your products.

One of the few downsides to online marketing is the visual appearance of the product – if only there was a way customers could physically interact with the products.

Nevertheless, making use of 3D models to represent your products could flatten the curve, as visitors who are confident in the quality of your products are more likely to become customers.

You can make this happen through various factors like –

Background – The more focus you put on the product picture, the more likely it is to urge and tempt visitors. Having a clean background with a noteworthy product image can have a deep influence on the visitors.

Details – Your main goal as a marketer is to enhance the online experience of the visitors, and part of this is making them feel as if they have felt the product on display before like they have an unspoken connection. This may sound dramatic, but capturing your product’s photos in a specific aesthetic can play a major role in increasing the product’s conversion rate.

Making use of Customer Reviews

Out of all the people who visit your product page, over 60% take a peek at the customer reviews before making any purchase – this speaks volumes.

Not only do customer reviews increase social proof, but they also have a hand in increasing your product’s conversion rate.

When it comes to social proof, visitors are likely to be driven by reviews and ratings – as they trust what other people are saying online, and It gives them a sense of security.

Selling more than just a product: Subscribe And Cross-Selling

A trendy way of selling that has been emerging in recent years is product subscription. This is when you give the visitors a chance to become prime customers for a particular product by offering them the option to subscribe at a lower price for multiple months. What the customers overlook is – you’re creating guaranteed month-over-month revenue.

Cross-selling or up-selling has also become a viable tool to increase the conversion rate. You can attach similar products or different offers on the same product on the product page itself – this gives the visitors a ton of options to explore and choose from.

Split Testing Product Pages Through A/B Testing

Comparing and analyzing 2 or more prospects of your product page could enhance its overall appearance – and this is where A/B testing comes in.

Not only does it detect all variables and specify them as winning or losing, but it also recommends and produces a custom-built setup for your product page that could yield the most results when it comes to conversion rates.

You could test different variations of the page individually if you want more control – but be careful and only test one aspect at once, like the product description, and then the other factors.

Conclusion

Converting traffic into conversions and ultimately revenue isn’t a cakewalk – but you can achieve some great results through careful planning and executing your product page. And while there’s no magic equation that everyone including you can follow, the aforementioned elements could help you turn visitors into customers.

Gaurav Tiwari

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