Tip #1. Do not forget that for many people reviews are one of the key factors in making a decision
Tip #2. Include payment, shipping, and return information on your product card
Tip #3: Be sure to include an add-to-cart button on the first screen
Tip #4. Create your own marketing programs for customers
Tip #5. Make the price of the item more noticeable
Tip #6: Place several photos of your products from different angles
Tip #7. Offer an alternative
Tip #8. Place the main information about the product on the first screen
Tip #9. Communicate when the product is in stock
Tip #10. Add a mini teaser of the product in the product information block
Perhaps you have faced with the fact that the product card has a high bounce rate and low conversion rate. Users go to the page and leave it for some reason unknown to you. Quite unpleasant to lose potential customers.
Most often it’s because the page doesn’t meet their needs. Someone lacks reviews, someone can’t find the description of the product and its characteristics, some are repulsed by the lack of information on delivery, payment and return. There are many reasons, and in this article we’ll break down each of them. The following tips will help you increase the conversion rate of product cards on your site.
Don’t forget that reviews are one of the key factors for many people when making a purchase decision
Why shouldn’t you underestimate the impact of reviews on conversions? When you buy a new phone, you want to see what other users think of it, how well it holds a charge, takes photos, etc… For a huge number of users, reviews are a key factor in their buying decision. Some users won’t even study the characteristics if they see that there are no reviews about the product on this site at all.
And have a positive impact on conversion even negative reviews. This is confirmed by the research of prom.ua. The presence of negative feedback indicates that they are left by real users, so do not completely abandon them.Publish those negative reviews that describe minor problems and minuses of goods (expensive price, long delivery, etc.). 100% positive reviews make users doubt their veracity. But the vast majority of reviews should still be positive.
To get reviews from real customers, you can incentivize them in some way.
Place payment, shipping, and return information on the product card
Shipping information should include a list of possible payment methods, their cost, and the time when the product will be received. The latter is especially important, since the user’s decision may depend on it. Thanks to this information, the bounce rate can be reduced, as the buyer has fewer fears and questions.
It is necessary to specify possible ways of payment. This may be cash on delivery, payment upon receipt, payment upon order etc. If you have the possibility of payment by card, then you should add small logos of Visa and Mastercard. Then the user will begin to trust you more.
Information about warranties will help to relieve the potential buyer from the fear that if there is some kind of defect or defect of the product he will not be given the opportunity to return or exchange the purchase. It is important to mention that most products can be returned within 14 days.
All of the above is important information that the user wants to know in the first place. That’s why it should be displayed on every product card, not just on individual pages.
Payment and delivery information on the product card
Be sure to add an item to cart button on the first screen
The first thing a user should notice when entering the category of an item is the button for adding it to cart. This allows him to immediately remember its location and be ready to take action at a subconscious level.
Placing the button not on the first screen or its complete absence has a negative impact on conversion. The user who comes to the landing page of the site, there are logical questions “How do I buy a product”, “Where the button” Buy “? And if he does not immediately find the desired CTA-button, he often just leaves the site.
This can be tracked by comparing session recordings using HotJar or the scrolling heatmap in Plerdy of identical product cards which differ only in the presence of this button.
Also a good solution would be to fix the button in the header of the desktop version and at the bottom of the screen in the mobile version.
Create your own marketing programs for buyers
A good way to motivate your website visitor to buy is to offer something your competitors don’t have. One such option might be to offer to add an accessory or accessory to your main product. For example, if this product card with a smartphone, you can place a block “This product is bought with” and offer the user headphones, a power bank or a case with a small discount. This will create motivation and increase the desire to buy from you. Or it can be the purchase of a whole set at a discount, which is much more convenient than looking for different products separately.
Such marketing programs have a positive impact on conversion rates, because they give you an advantage over your competitors and encourage the user to buy.
Marketing programs for online store
Example of realization
Marketing programs for online store
Make the price of the product more noticeable
Price is a deciding factor for most customers when choosing a product. It should be one of the most noticeable elements on the first screen so that the user reads it once entering the page. It is also important that it was located next to the “Buy” button. This is a well-established pattern and the user will be looking for it there in the first place.
If at the moment the product has a promotion or discount, do not forget to specify the old price. It must be highlighted in gray and must be crossed out. The new promotional price should be placed next to it and highlighted in red. This is consistent with the user experience and makes it easy to read the information. If the amount your potential customer will save next to them, the conversion can increase several times, as the user doesn’t have to calculate the difference himself. His cognitive load is reduced.
*Cognitive load is “the total amount of mental effort used by working memory”.
Place several photos of the product from different angles
Posting more quality photos always improves the shopping experience. Images help give the user the feeling of seeing and touching the product (as if they were physically in the store). That’s why you need to show the product from different angles.
But be careful. Dozens of high-quality images will slow down the page load speed, so you need to find the right balance between quality and file size, making sure that it still displays the product without any distortions that will spoil the user’s opinion of it.
Photos on the product card
Offer an alternative
A product may not suit the user because of certain characteristics. Or it may fit but it may be out of stock. In these cases it is necessary to offer an alternative – a similar model in another color that is in stock or products that are in the same price category. This can be presented in the form of a carousel with the title “Similar products” or “Users are also interested”.
In addition, at the end of the page it is worth placing two more blocks: “Viewed products” and “You may also be interested”.
Thanks to this, the user will have more choices and the likelihood that he will make a purchase on your site will greatly increase.
Place the main information about the product on the first screen
For a number of products, the information displayed on the site is very important. For example, when a user is looking for a medicine, it is important to know the composition and the active ingredient. When deciding to buy a smartphone, he is interested in the number of megapixels in the camera, screen resolution, diagonal, processor, color.
In order for him to find this information at once, it is worth putting the most important characteristics on the first screen. More detailed information such as product descriptions and reviews can be hidden under anchor links (but they should also be visible on the first screen, while the content itself will be displayed below).
Let the user know when the product is in stock
When a person gets to a product page that is out of stock, they leave right away. There are exceptions, too – for example, if the product is unique and can only be found in your store. In any case notification of the product availability (via email, phone number, viber, telegram) will help you increase the level of conversion.
Just add the “Report product availability” button instead of the “Buy” button and place a data entry field.
Add a mini teaser of the product in the product information block
Provide a floating lead-generating “Buy”, “To cart” button with a selection of quantities, colors, and more, so that all of this is in view of the user while exploring the product page. That way he can click on the button without scrolling to the first screen the moment he decides to buy.
This will reduce the time and number of actions the user has to perform to purchase the product.
A mini teaser of the product in the box with information about it
Conclusions These tips will help improve the usability and informativeness of your product card, increasing its value to potential buyers. Users will be able to quickly read the information they need without having to look for it on other pages. They’ll also eliminate the need to search for reviews on other sites. And having marketing programs in place will encourage them to make a purchase on your site. As a result you will get higher conversions and overall profits for your online store!