Many Ecommerce sites fail to convert customers as a result of poorly managed product pages. It is possible to get product pages wrong even if you think you’ve done a good job. Product pages need to have essential product information as well as functions and services that customers might need. It is a difficult task to understand what elements would potentially convince a user to purchase a product. Fortunately, there are many good examples and strategies that can be used to create an efficient product page.
An example of poor representation of products
Get your content type right
Depending on your product and proposition, shortlist the type of content that would be most suitable to explain your features. E.g. using video content to explain how-tos or specific product features. Brands like Nike, Adidas and Nordstrom often use videos to showcase clothing or shoes, while this doesn’t always add the value of explanation, it does highlight individual USPs of their products. On the other hand, you may also have a brand that requires written and visual content together. At the end of the day, less is always more so consider the length of the information you are providing and whether it is enough to address the queries of your customers.
Website visitors are most convinced by factors such as user reviews and ratings. Nøie has great persuasion factors as it utilizes custom formulas as a USP and uses customer reviews as part of their marketing strategy. Skincare is a sensitive topic, hence reviews that show the exact experience by fellow customers and this is a valuable tool to create trust. Some brands also use negative reviews to their advantage as they highlight the service aspect of their brand and establish transparency with the customer. This can take the form of deals, discounts, refunds, etc.
"Brands also use negative reviews to their advantage as they highlight the service aspect of their brand and establish transparency with the customer."
Offer advice options for visitors
New visitors might find it difficult to differentiate between two products or whether a particular product matches their needs better. This leads to indecision and visitors will easily bounce from your website. Integrating recommender systems can help you to advise your customers at crucial stages of their purchase. Guided Selling solutions such as Product Guides, Configurators, and Advisors are helpful tools that recommend the perfect product for the customer. These systems are designed around individual needs and use-cases, and hence can be used for every product or service. Chatbots are also a form of Guided Selling as they advise and solve problems for customers.
With the right advice and recommendations, you can also use cross-selling to give customers complementary products that go along with their purchases. For certain kinds of products, this not proves valuable to you but also saves a lot of time for customers. Many times customers don’t consider additional products that they might need. AI-driven Product Guides not only recommend the right products but can also be used to cross-sell complementary products.
Use relevant subscription plans
Customers always appreciate a bargain, and this is particularly true when it comes to subscription services. It is a great tactic to retain customers, but overall it also serves a higher purpose of providing them with a service they are satisfied with. Use customer-friendly language when describing subscription terms to keep deals and plans simple and easy to understand. Comparisons between plans can help the customer to decide which one is better suited for them.
Huel's subscription marketing
Product pages are a crucial step in the online buying journey and a priority for optimization. Product pages for brands differ from those used by retailers. Recommender systems such as Product Guides and Advisors can be integrated into various online channels. This provides uniformity and carries the same level of branding and experience. Product pages need to be concise in their abilities to solve customer needs, provide product advice, offer persuasive messaging, establish transparency and trust.
"Recommender systems such as Product Guides and Advisors can be integrated into various online channels."
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