Interested in turning your ecommerce product pages into converting powerhouses? Who isn’t? Getting there, is about learning who your customers are and how they shop. In chatting with Christian from Marketing Media, one of our awesome design partners, he stressed 3 main tactics. Each will help you tailor your product pages to your specific audience and easily turn them into paying customers.
Watch this week’s video as we’ll feature Uberpong.com, 33-off.com and Proteinco.ca as they’re converting their shoppers in their own unique way.
<p dir=”ltr” style=”line-height: 1; margin-top: 0pt; margin-bottom: 0pt; margin-left: 72pt;”><span style=”font-size: 15px; font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;”>Ever hear the quote, “different strokes for different folks.” Well, it certainly holds true in online shopping. There is a big difference in customer targeting for an online store selling custom and design ping pong paddles like</span><a href=”http://www.uberpong.com/hand-of-pong-ping-pong-paddle” style=”text-decoration: none;”><span style=”font-size: 15px; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;”>Uberpong.com</span></a><span style=”font-size: 15px; font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;”>, discounted sporting goods like</span><a href=”http://www.33-off.com/mens-asics-gel-fuji-fell-euro/” style=”text-decoration: none;”><span style=”font-size: 15px; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;”>33-off.com</span></a><span style=”font-size: 15px; font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;”>and protien powders and supplements like</span><a href=”http://www.proteinco.ca” style=”text-decoration: none;”><span style=”font-size: 15px; font-family: Arial; color: #1155cc; background-color: transparent; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;”>Proteinco.ca</span></a><span style=”font-size: 15px; font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;”>. Learn from these experts as they’re all kickin-butt at converting their shoppers</span><span style=”font-size: 15px; font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: italic; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;”></span><span style=”font-size: 15px; font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;”>in their very own way.</span></p>
<p><b id=”docs-internal-guid-173db3b9-a8f3-1fb9-8b23-5295d3c44024″ style=”font-weight: normal;”><br></b></p>
<p dir=”ltr” style=”line-height: 1; margin-top: 0pt; margin-bottom: 12pt; margin-left: 72pt;”><span style=”font-size: 15px; font-family: Arial; color: #000000; background-color: #ffffff; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;”>Check out the full blog post on optimizing Product Pages to learn more!</span></p>
<p dir=”ltr” style=”line-height: 1; margin-top: 0pt; margin-bottom: 0pt; margin-left: 72pt;”><span style=”font-size: 15px; font-family: Arial; color: #000000; background-color: #ffffff; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;”>Have questions? Tweet @Bigcommerce, we’re here to help! #sellmore</span></p>
<div><span style=”font-size: 15px; font-family: Arial; color: #000000; background-color: #ffffff; font-weight: normal; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;”><br></span></div>
Ever hear the quote, “different strokes for different folks?” Well, it certainly holds in online shopping. Every industry and product appeals to certain types of individuals. There is a big difference in customer targeting for an online store selling discount ammunition (ammunitionstore.com) and one that sells artisan ice-cream (shop.jenis.com). The key is knowing your customer and their intentions.
With that in mind, here are 3 strategies to boost product page conversion from Christian from Bigcommerce design partner Marketing Media:
1. Pick colors that have a purpose
As fun as it is to pick your favorite colors, you’ll want to develop a color scheme for your business and use it wisely. We dont ever want to hear anything like this:
Me: “Hey, {insert your name here} why did you pick that color?”
You: “I thought it was the bomb, bro!”
First of all, “bomb”? Is it 1998 again? Secondly, you’re missing a huge opportunity to convey the personality of your brand and shape a customer’s engagement with your online store.
Here are 3 steps to get you headed in the right direction:
Acknowledge Color Psychology: Different colors communicate different things. It’s like a another language. Before selecting colors you personally like together, figure out the subtext of each color. It’s not an exact science, but check out ShipStation’s infographic on The Importance of Color in eCommerce.
Select a Color Scheme (and stick to it): Certain colors appeal to certain markets. Work to select 2-3 colors for your ecommerce site’s color scheme. This will help you in crafting a recognizable brand that appeals to the right people.
Utilize the Isolation Effect: While selecting your color scheme, pick one color that stands out from the rest. This color will help you to guide your customers eye and take a desired action on your a page. “Add to cart” is my favorite.
Look at ShopAkira.com vs DogForDog.com, below. Note how many colors you see within the design, how it reflects their product and where the colors were strategically placed.
2. Calls to action that have a kick:
There are a few components that make a compelling call to action, or CTA. Get in the mindset of your customer here. To do this, you’ll want to find out what information they are seeking about your product or business. You’ll want to consider the following for your CTAs:
Size: It’s simple, most important CTAs should be more large and incharge while others can take a step back.
Wording: Be as clear and concise as you can. Strive for a sense of urgency but still maintain your brand’s tone.
Positioning: Every business will be different, so pay attention to what your customers are telling you with heatmaps or and question submissions. However, the CTAs that are most important should be located above the fold.
A client that rocks CTAs is 33-off.com. Their CTAs reflect their quick-moving customers, leaving no question unanswered so shoppers don’t need to leave the product page.
3. Labor over you layout
When you are working on the page’s layout, you don’t have to reinvent the wheel. There is absolutely a standard product page layout for ecommerce. This has product images to the left and details to the right. Over time, as you learn more and more about your shopper and you gain more insight into metrics, you’ll be able to refine refine your layout to fit the needs of your customers.
Here are some questions in which you should seek the answer to:
Are they moving quickly through your store or ordering?
Will they need to complete research within your store or on other online businesses?
What elements should I best include to provide perspective on my product?
Check out masonjars.com. It’s has a great color scheme, stellar CTAs, and awesomely simple layout.
Fine-tuning these 3 tactics can make the world of difference. If DIY ideas are what you seek, browse the Bigcommerce showcase, designer agency portfolios and your competitors. Down the road, you may want to take a look at hiring a designer your online store to the next level of success.
Tune in next week for our next #SellMore video for tips just like this!
Feel free to Tweet @Bigcommerce or use the comments section below for questions or suggest topics you’d like to see tackled in the future.
The post Conversion Optimization: 3 proven strategies to boost product page conversion rates [VIDEO] appeared first on The Bigcommerce Blog.