Tips To Increase Your Product Page Conversion

Many online businesses are purely obsessed about traffic generation. Some spend immense time, effort and money on SEO, PPC ads, Banner Ads, building reputation and presence on social media platforms or forums.

 

However, they fail to see that getting traffic is only a piece of the pie. Even getting the most targeted of traffic to your website is useless if your website (or specifically, your product page) fails to convert the traffic into customers.

 

Truth is, optimizing and increasing the conversion rate your product pages should be done in concurrent while generating traffic your site. Because the traffic that you receive can provide you with the data needed to increase your product page’s conversion rate.

 

Even if your site does not receive much traffic, optimizing your conversion rate would still be as high a priority as generating traffic. Because tons of traffic with an abysmal conversion rate means that you are definitely losing out in all those potential sales from all those visitors coming to your site. And that would certainly be a waste of traffic.

 

On the other hand, a site that has low traffic but a high conversion rate is always a better scenario in terms of efficiency.

 

So if you believe that your website can do better in conversions, take a look at these tips to help you on your approach in bringing up the percentage:

 

 

Provide A Better Idea Of What It’s About

 

Words are just…words. Especially to a buyer who is more interested in what the product can actually do or provide.

 

Too many times a product page is filled with texts which describe the said product in such detail that it actually overwhelms the entire product and the page itself. The page just seems to implode and drown in such a wealth of information that many potential customers will skim and ignore.

 

When it comes to buying stuff online, customers can’t get the same privilege of touching, smelling, or trying out a tangible product the same way he or she can do so in real life in a real store.

 

Since they can’t touch, feel or experience it for themselves when it comes to buying tangible stuff online, they need the next best thing. You need to provide more pictures or videos showing off the product in action. Hire models and record the actually handling and using the product like a real life person would.

 

If it’s an e-book, offer a sample page for them to download and read, if it’s a small product, offer them a sample if possible, if it is a piece of software or service, let them have a limited trial run.

 

The Technicality Of Things

 

…is exactly what people avoid. Visitors who have never heard or seen the product before will never know more about it than the person who is selling it. The seller in this case, would be you. So, you understand the ins and outs of the product but it’s also important HOW you describe the product that you are selling.

 

By going into technical details of what it can do, while throwing in all the jargon that normal people can’t really understand will only turn off most of your potential customers because they simply do not understand what you are talking about and in most cases (if not all) they will not bother to find out as well.

 

You need to translate the technical side of things into HOW it can benefit the user. When you highlight HOW it benefits the users, then your customers will see the product in a different light. They can start to relate to it and then it suddenly becomes more valuable in their eyes.

 

People usually find logical reasons to buy something, but the truth of the matter is that people buy something to satisfy their emotional need of the product. So if you can tap into your customer’s emotional need by providing an emotional benefit of owning that product, then you are that close to having a buyer on your hands.

 

It is perfectly fine to explain the technical side of your product, but remember to include how exactly that can benefit the user.  A great product description is one that can really relate to its target audience.

 

 

Product History

 

People love a good back-story. Is there a reason the product came into existence? Who and what was it initially used for? Was it especially interesting how it came to be? Who was the brainchild of the said product?

 

Providing a brief back-story or history of the product adds a dimension to it. People will stop viewing it merely as a product, and if the story can relate to its target audience people will start to develop an emotional connection with it.

 

Maybe, there are some events or points in the story that is exactly what the target audience is going through right now, therefore if the said product is what they need to solve their problem, worries, pain or any other emotional need, then they are very likely to buy.

 

 

 

Behind all the numbers, figures, or facts which online businesses use to measure and improve their website, it all boils down to knowing what your customers really want and to cater to that. When you know what exactly what they want, knowing how to cater it to them comes easily.