For ecommerce store owners, optimizing conversions on your product pages is a high priority. However, it is equally important to test different factors on your product pages to figure out which have the highest impact on your conversions and sales.
We’ve compiled a list of testing ideas which you can implement to improve the effectiveness of your product pages.
Your product-page images should show your product in the best possible light, while making it easy for customers to see detail and get an idea of how it works (or how it fits, in the case of clothing).
Most images feature the product with a basic, white background. These images are effective for conveying detail, but they don’t show the product in action. Consider adding lifestyle images to your product description - when products are shown both plainly and in action, customers may be more inclined to make a purchase.
After changing your imagery or adding new imagery, measure:
- Changes in conversion.
- Increases in the time your customers spend on site.
Keep any changes that result in improvements, and continue changing those that do not.
Ratings and Reviews
When shoppers see ratings, reviews and testimonials from other customers, they will feel more compelled to purchase a product. There are a number of ways you can feature ratings and reviews on your product pages:
- Locate reviews nearer to the product’s price.
- Add “hover states” to ratings, which show more detailed information about a rating.
- Make ratings and review stars larger.
- Use large quotes and user images for testimonials to make them stand out.
Test increases in conversion rates, average order value and revenue per visitor as you make the above changes. Again, keep the features that result in positive changes to these metrics.
Product pages with a “related products” feature can improve your store’s average order value. However, you need to include just enough products to catch your shopper’s eye without making them doubt the initial product of interest. Some changes to consider:
- Remove related products altogether from your product pages.
- Adjust the number of shown related products.
- Use different algorithms to determine what related products are shown.
After implementing changes, test for any alterations in conversions. Continue making changes and running tests until you hit the sweet spot.
Free shipping is often reason enough for shoppers to choose your product over a similar one offered elsewhere on the web. You can offer free shipping in a number of ways, whether it be for all products, purchases over a certain price point or as a “sign-up reward.”
- Create a “free shipping” logo instead of using text alone.
- Make your “free shipping” label as conspicuous as possible to your shoppers.
- Adjust the price point that qualifies for free shipping for optimal results.
Measure any increases in conversions, average order value and revenue per visitor, and adjust your free-shipping options accordingly until each of these metrics is where you’d like them to be.
There are hundreds of A/B-testing tools on the web. Most require a small fee or monthly subscription, but there are functional A/B-testing tools available for free. Our favourites include:
A/B testing is essential to help assess what areas of your site are working and, by comparison, what areas need improvement.
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