A Simple Guide to Product Pages: How to Generate More Conversions
This is the AIDA Model - standing for Attention, Interest, Desire, Action.
In this post, we are going to show you how to use this model as a structure to help you form product pages that actually convert your website's visitors into paying customers.
First things first, you need to get their attention. The majority of markets are very competitive so you need to make sure you can break through the noise and really stand out. This can be done with a number of marketing techniques and a bit of creativity.
Once you've got people to your site, you need to get them onto your product pages. You can do this by ensuring you have a clear product name and striking image to catch their eye. Also, you can add promotions and information to your images to encourage people to click through, like our lovely client Weird Fish does on their site with their 'Sale' and 'New & Exclusive' image overlays.
Now you've got visitors to your product page, what's keeping them there? Ensure your product descriptions are compelling and that you have clearly displayed all size and colour options for the product. Another of our clients, Lily's Kitchen, has great information on their product pages, and a number of tabs to click through to give their prospects all the information they might need to inform their purchase.
A range of photographs featuring the product will help to peak interest too. If you can, try and show all the colour ways in the images and try and capture the products in different settings, as Kettlewell does on their website. This allows people to see the product from different angles and in different lighting, and for clothes: they can see how it sits on the body.
Another great thing that Kettlewell does on their product pages is the way they display their reviews. Each review shows that customer's star ratings for style, quality and value, as well as a space for their own comments - a great way to show how many people like the product and how many would recommend it.
The next step is to generate a desire for your product. This is where your product descriptions and reviews really come into their own. Always use your product descriptions to sell the benefits of the product, rather than the features. Remember: sell the result, not the product.
The reviews helps to generate desire as they act as success stories for the product, and give your brand credibility. They almost act as a personal recommendation from a friend, so they have a lot of power.
Another tip for generating desire is to make your products seem scarce, or to share an offer for a limited time only. This will encourage sales sooner rather than later - think, that mad rush for those Black Friday deals…
Calls to Action are vital for getting conversions on your product pages. As always, keep them strong and compelling, and position them strategically on your site.
After following this structure, you should notice a significant improvement in conversions from your product pages, but it's important to ensure the rest of your website follows suit and that you can deliver great service to encourage customer loyalty in future.
Some bonus features for your product pages include:
- Have a Size Guide available if you sell clothing/footwear
- Display your Estimated Arrival Time for deliveries
- Display a link to your FAQ's clearly on your site if you don't think you've covered everything on your product page
- Show your Shipping Info clearly before people get to the checkout
- Link visitors to any Recommended Items elsewhere on the site - perhaps in a 'wear it with', or 'customers also bought'