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10 Conversion Strategies to Improve Usability on Ecommerce Websites

Tue, 29/01/2013 - 08:41

The most effective product pages convert visitors on an intelligence/emotional level using content, and on a sub-conscious level, using usability.

All e-commerce processes depend on the website’s ability to sell their products. Nowadays, the majority of business owners rely on content to lead customers through the sales process.

Good quality website content is strategically important to convince customers to buy, but beyond the content aspect - there is the website itself. Even though the content may be getting the desired message across, does the website further aid or bar customers from moving through the purchasing process?

Online shoppers visit websites not only to buy something, but to also research, learn and compare prices.

Once shoppers land on a product page they need to have all their informational needs met before they’ll even consider making a purchase. This is where one’s product pages come into the equation. Your product pages do not only provide this information, they also help buyers with finding relevant pricing info, shipping & delivery fees, warranty policies, and much-much more.

An effective product page should be able to satisfy the various needs of all your visitors. A website’s product pages must be created with conversion and usability in mind. The most effective product pages convert visitors on an intelligence/emotional level using content, and on a sub-conscious level, using usability.

The following are ten product page conversion optimisation tips which will help improve your conversion rate if they are correctly implemented.

Consistent Product Page Layout

It is always advisable to retain as much visual continuity from one product page to the next. The website’s content management system (CMS) should also use a single (-or similar) template design.

The product images, specifications, descriptions, and prices should all remain in roughly the same place for online shoppers who jump from page-to-page, comparing product models and prices. This type of website uniformity removes the need for a user to re- familiarise themselves with each product page, and consequently provides the ability to compare specs and price much more easily.

Printer-Friendly Pages

Not all online shoppers are ready to buy. Some individuals want to print the product info, either for reviewing afterwards or to get someone else’s opinion on the product. By making sure that your product pages are printer friendly you allow for the information to be printed or saved in a format that is easy to read. In order for a page to be printer-friendly, you should strip all the unnecessary navigation elements, including links to other content.

Also, you should ensure that all the relevant information prints in a readable format. For this reason, you need to consider font size, font style and where the information will be positioned on a printed page.

Convenient Contact Information

In an ideal world, you want your product pages to close the deal, but in many instances this isn’t the case. Occasionally, a shopper has a question that isn’t answered on the website. Because of this you need to provide a convenient way for the shoppers to get their questions answered in order for them to complete their purchase.

Obviously, exhibiting contact information will increase the number of emails and calls you receive, but this is still better than losing a potential sale. These individuals are contacting you because they weren’t able to find certain information on the website, or they need some further clarification. Without being able to get in contact with somebody who can assist them, the odds of getting the sale diminishes greatly.

Worthy Product Descriptions

Each-and-every product should have its own, unique product description. This information is at the core of what the product is, does or will achieve for the buyer. It’s the most fundamental part of the product page, since this information is what will (-or won’t) convince the shopper to buy. For these reasons, pay close attention to the quality of your product descriptions.

In addition to your product descriptions, you should also include some detailed information on the product’s specifications and features. Include as much information as possible here, so that the visitor doesn’t unnecessarily leave the page.

High-Resolution Images

Images are crucial to help shoppers get a better understanding of what they want to buy. It is therefore advisable to only use high-resolution images for each of the products featured.

Include Product Comparisons

Wherever it is possible, try to incorporate a feature where the shopper can compare products side by side - while exhibiting unique traits and benefits of each. This side-by-side product comparison technique mimics an in-store feeling that shoppers don’t usually get online.

Blatantly Display Pricing

All the product prices must be presented in an extremely obvious location on the product page. For a lot of shoppers, the value/quality of a product has no importance until they can attach a price to it. Don’t hide your pricing information – it’s daft.

Offer International Prices

If you sell products beyond your native country, it’s advisable to offer pricing in the various “big” currencies (-Dollar, Pound, and Euro). If you are unable to provide a currency-conversion app on you website, link to a conversion app on another site, which will allow for quick conversions.

Calls to Action

Last, but certainly not least, each product page MUST have at least one call to action. The most important action a visitor can take is to click “buy”, but other actions can also be prompted with calls to action. These are, but not limited to: “add to wish list”, “add to cart” or “compare products”. All of these calls to action serve a specific purpose. Also, try not to overload your shoppers with too many options, since this might confuse certain shoppers.

The primary role of a product page is to inform and sell. Supplying visitors with the information they need guides them to the most suitable product and helps them make an informed decision. So, if you’re looking for an effective ecommerce website design , contact us for a quote today.

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