7 Ways To Boost Product Page Conversion Rates (With Examples) – Part 2

We covered three of the seven ways to boost product page conversions in our first edition of this blog post – don’t forget to check it out!

Here you’ll find four more ways to optimize important conversion elements of a product page on an e-commerce website. Remember, you can use these ideas as a checklist to measure your site against and improve your conversions throughout the tougher post-holiday months.

Note: Try our new tool, ManyContacts to boost your email conversion rate.

4. Noticeable Call-to-Action Buttons

You can check out one of our previous blog posts for in-depth information on call-to-action best practices, but here we’ll give you tips specific to product page call-to-action buttons.

Color:

The color of the call-to-action button must stand out against the rest of the colors on your product page. It should not take even a nano second for a user to spot the Buy Now or Add To Cart buttons.

Take a look at the example below. This company has made a poor color choice for their call-to-action buttons on the product pages. Not only are the buttons colored identically to the rest of the page, but they also lack a clickable, button-like appearance.

Position:

I would recommend that you stick to conventions for the positioning of the call-to-action button. This is to place the button right next to the product image and above-the-fold, but if you do want to try a custom button position then make sure you test its placement by A/B testing  your product page.

Shown below are two examples. Look at the positioning of the call-to-action buttons on these bridal gown e-commerce product pages.

Example 1:

Example one has poor usability for the call-to-action button Add to Bag. It is not only positioned below the fold and away from the product image but it lacks any prominent features that would make it stand out in terms of color and size. In fact, strangely, the secondary call-to-action buttons (WIN THIS GOWN and Save to Favorites) are placed and colored more prominently than their primary, conversion call-to-action button.

On the contrary, take a look at another online bridal gown store that gets the position of the call-t0-action button right.

Example 2:

Primary and Secondary Call-To-Action Buttons:

You can provide a call-to-action for both soft and hard-selling. A good example is from the pottery barn website shown below, where the primary and secondary call-to-actions are positioned perfectly and have been differentiated by color (the primary call-to-action is colored, which is an ideal practice).

Descriptive Text:

Make sure that you use the text on the button to describe exactly what a user can expect when they click on a particular call-to-action button.

For instance, using text such as CONTINUE or PROCESS ORDER, makes the user wonder what’s coming next – they don’t know what to expect when they click it. Instead, use call-to-action text such as, ADD TO CART or CONTINUE TO CHECKOUT, which leaves no doubt.

Supporting Text:

Text that convinces your customer to hit that call-to-action button should be placed around it. Information related to shipping terms, delivery times, returns policy, stock availability, savings on purchase and limited offers can be placed near the call-to-action button on the product page to help convince users to convert. The idea is to demonstrate trustworthiness, create urgency and generally make the user feel good about purchasing.

Take a look at some good examples of this below:

Example 1:

Example 2:

Example 3:

5. Customer Ratings and Reviews

Placing customer ratings and reviews on product pages definitely helps lead to conversions. This is because inevitably other peoples’ opinions influence our decision-making, whether consciously or sub-consciously.

For instance, say I like a product but I have a doubt about it that is not addressed in the product description. My initial instinct would be to jump to Google and l0ok for customer reviews on the product via third-party websites. The trouble with this is that even if after reading the reviews I am convinced to buy that product, I may see reviews or ads about a better deal on a competitor site. Now suddenly you’ve lost a buyer to a competitor.

This is generally avoidable by posting customer reviews right on your product pages so that customers are convinced to buy the product on your website.

Customer reviews not only make the purchasing decision easier for your potential buyers but they also instil trust in users, especially if it is their first purchase from your site.

You can also encourage current buyers to leave a review for future customers, as shown in the example below:

There are various apps available for online shopping carts that help showcase customer reviews on the product page. Some examples are listed below:

• Yotpo (Shopify)
• Product Reviews (Volusion)
• Yotpo (Magento)

ModCloth.com does a fantastic job with the customer reviews and ratings displayed on their website – not once but twice on every product page, as you can see below.

Customers are given the option to log in via their Facebook pages to leave a review. This method ensures that the reviewer’s pictures are also displayed, which is a bonus trust indicator for potential buyers.

Take a look at a sample screenshot from the website below.

6. The Power Of Recommendation:

Recommending similar products, products that match the buyer’s budget or site search preferences, or products that are best sellers in the category that was searched is a great way to encourage cross-selling. It boosts conversion rates by increasing the number of products added to the cart.

You can see a ‘recommended products’ section in the screenshot above, and here are a couple more below:

Example 1:

Example 2:

7. Readily Available Help Desk

What you lack in personal salesmanship on your online store you can make up for with various help desk formats, such as a live chat option that pops up on the product page or a phone number for quick assistance. This goes a long way in helping shoppers complete their purchase.

A couple of examples below show a helpdesk/customer support option on the product page:

Example 1:

Example 2:

We’ve covered some of the major conversion-boosting elements on a product page, but there are many other novel ways to improve conversions too. Have you adopted anything unique and exciting that has resulted in more of your site visitors turning into customers? If you’ve applied something that is not mentioned in this two part blog series on how to boost product page conversion rates, leave your example in the comments and help out your fellow small business-people!