5 Mistakes to Avoid When Creating Your eCommerce Product Pages
A bad eCommerce product page affects the conversions on your online store. While sales can emanate from other pages, most conversions take place on the product page.
So, how can you make your eCommerce product page more attractive to buyers?
How can you drive more conversions and sales?
What mistakes should you avoid?
Below, I list 5 mistakes you should avoid making on your eCommerce product page.
1. Unclear Product Descriptions
Don’t neglect to provide information that would help your shoppers to buy. In writing ecommerce product descriptions, you have to avoid vague words, eliminate buyer’s guilt, be original, sell a lifestyle, and use keywords.
a. Avoid Vague Words
Avoid vague descriptions by painting a clear picture of your product. Words such as the following should be avoided at all cost:
Instead, use descriptive words that paint an accurate picture of what you are selling.
b. Eliminate Buyer’s Guilt
Majority of online shoppers experience buyer’s guilt before finalizing an online purchase. Your job as an online store owner is to use your product description to eliminate buyer’s guilt.
* Provide shoppers with a sense of urgency. Tell them that your offer is valid for a short period of time, so they’ll feel justified after making a purchase.
* Tell shoppers that the product can do many things. A simple sunglasses can become multi-purpose if you present it well (i.e. “This glasses will keep your eyes out of the sun while giving you a fun and sexy look.”). Let buyers know they are getting a great deal.
When you get rid of buyer’s guilt, your customer walks away satisfied, while you make a sale.
c. Be Original
Don’t plagiarize; ensure to write original product descriptions.
d. Include Keywords
Keywords play a major role in getting your product descriptions to feature at the top of the search engines. Don’t stuff them but use them sensibly.
e. Sell a Lifestyle
Don’t just sell a product, sell a lifestyle. When your buyers know your product is an essential part of their wardrobe, they’ll be more than willing to buy.
2. Not Leveraging Social Proof
Social proof is any positive comment about you, your business, or your product. These online reviews tell the story of your brand as having satisfied previous shoppers.
They are powerful endorsements as people trust online reviews
Today, 92% of consumers read online reviews, while 80% of shoppers trust online reviews more than traditional advertising. That means you can’t afford to ignore customer reviews if you want to increase conversions –prospective buyers distrust products that have no reviews.
Reviews are at the Center of eCommerce Social Proof
a. They enable you market with the voice of the customer
b. They engender trust and credibility
c. They nurture customer loyalty
Aside from using reviews, top online stores leverage user-generated content on the product page to persuade visitors to buy like Casper does in the image below. It showcases social media posts from current customers to convince prospective buyers.
3. Missing Opportunities to Upsell and Cross-sell
There are two ways to increase revenue in your online stores. It’s either you’re upselling or cross-selling.
You can increase your AOV by using both tactics.
3 Differences Between Upselling and Cross-Selling
1. Upselling is the practice of persuading buyers to purchase a more expensive version of a product than the one they originally planned to buy, while cross-selling invites customers to buy related or complementary items, so as
2. Upselling aims at increasing the sales revenue, while cross-selling increases the number of items sold, along with increasing the total sales value.
3. Upselling increases the average purchase made by a customer, while cross-selling increases both, the average purchase and the average sale per customer.
If you’re a shopify store owner, you can use the Zoorix App to upsell and cross-sell.
This is exactly what Hooked Coolers, a Florida-based company that designs and ships all types of coolers and accessories, does in the image below:
4. Not Using Lifestyle Images
The mere fact that shoppers cannot try products before buying means online store owners should provide lifestyle uses for the products they’re selling.
In a brick and mortar store, you can show off your products and its various uses. But, an online store is limited in that respect.
The only thing you can do is to upload lifestyle images showing the different uses of your product.
In addition, lifestyle images give your customers the confidence they need to convert.
Lifestyle images invite customers to visualize the product in their home or hands, bringing a level of personalization that nudges them to buy.
Standard product images are also important. These are high-resolution images where the product is emphasized against a white background.
Typically, it’s best for your product page to contain a mixture of product and lifestyle images.
The lifestyle image below shows how to use Gillette and it’s courtesy of Creatively Squared.
5. Complicated Checkout Process
A complicated checkout process will make shoppers abandon cart. To avoid this, ensure to do the following 6 things:
a. Optimize for Mobile
Let your eCommerce product page be mobile-friendly. In the fourth quarter of 2021, mobile devices (excluding tablets) generated 54.4 percent of global website traffic, that means more than half of the people visiting your online store are doing so form a mobile device.
If you don’t optimize your eCommerce product page for mobile, they won’t be able to buy and this would affect your conversions.
b. Allow for Guest Checkout
Shoppers should be able to buy as guests. They must not be forced to provide personal information.
c. Desist from Asking Too Much Information
In cases where you ask for personal information on the checkout page, ensure to ask for just enough information to enable shoppers to proceed to checkout quickly.
d. Offer Multiple Payment Methods
Allow people to pay through different means. Don’t limit people to a singular payment method.
e. Remove Surprise Costs and Fees
Don’t surprise buyers with costs and fees they know nothing about. Let them know what they’re paying for before they checkout.
f. Use Security Seals and Badges
These would allow you to build trust and credibility. These two elements are vital to securing conversions.
Avoiding these 5 mistakes on your eCommerce product page will lead to mega conversions and more money. So, which of these mistakes would you start with?