By John Brackett, founder of Smash Balloonthe world’s leading social media feed plug-ins for WordPress.
Have you noticed abnormally low conversion rates on your product landing pages? If so, you’re in the right place. Below average conversion rates can stop a growing business in its tracks. There’s nothing quite as frustrating as watching your sales number stagnate, or worse, trend downward.
Believe it or not, many of these issues can be attributed to your product landing pages. If you can’t convince readers that your product or service is worth their time, they likely won’t take future action on your website. I know these sounds intimidating at first, but optimizing your landing pages for more conversions is easier than you think.
My goal today is to show you a few strategies I’ve used throughout the years to fine-tune our product pages for maximum sales and engagement. Let’s start by talking about the most crucial part of a product page: the description.
1. Write Clear, Benefit-Driven Descriptions
The first mistake that many new business leaders and marketers make is creating feature-rich product descriptions that rarely mention the direct benefits. At a glance, features and benefits appear to be the same, but this is not the case.
Features are something your product can do; the benefits are how the features help your customers. For example, an email marketing firm might advertise a feature that allows users to easily segment their email list. The benefit of this feature is users have more control over their leads and, thus, have more opportunities to implement personalization and develop deeper customer profiles.
Now, ask yourself this: Of the two instances mentioned above, which is more approachable and easy to understand for new email marketers? The obvious answer is the description that includes the benefits alongside the features.
When writing your product description, don’t forget to clearly explain how each feature will help potential customers. It doesn’t matter how impressive your feature list looks; if users don’t know what it all means to them, they will likely leave your site without a second thought.
2. Include Helpful Images And Product Demonstrations
It doesn’t matter if you sell physical goods or a digital product, your landing pages should always feature several images and at least one video or product demonstration. Visual media is a great way to sell your product and show visitors what they stand to gain if they make a purchase on your site.
Choosing images for your product is tricky, especially if you sell SaaS or other digital items. For brands that have physical products, I suggest taking several photos with your product in an environment that looks similar to the space your customers will need.
Have you ever visited a furniture site that shows sofas on totally white backgrounds with no other furniture in the picture? If so, you know that it’s hard to visualize where the couch will fit in with the rest of your room. This same principle can be applied to selling anything physical, from furniture to lawn care equipment.
If your product is digital, you’ll want to take pictures of your product during key phases of the setup process and after it has been in use. These images will show visitors essential parts of your software or product, such as the format and accessibility options.
3. Highlight Social Proof
In marketing, social proof is the concept that people base their shopping decisions on the actions of others. For example, when a friend recommends a seafood restaurant down the street, and you decide to try it based on their opinion, you’ve personally experienced the power of social proof. Digital marketing makes it easier than ever for businesses to highlight social proof, especially on their product pages.
The most effective way to highlight social proof on your product pages is to allow new visitors to see reviews from existing customers. I suggest encouraging customers to leave reviews by sending follow-up emails with a link directly to the product they purchased. When new visitors see that your brand and products are respected and trusted by other members of the community, they are more likely to do things like subscribe to an email list or make a purchase.
I also use live sales notifications on our site so people can see when other customers are actively buying a product from our catalog. You can find plenty of tools that make it easy to show and customize live sales notifications based on how users act on your site.
There’s no question that social proof is a sure-fire way to get more landing page conversions. The most challenging choice you’ll need to make is deciding how to implement this strategy across your brand.
4. Make It Easy For Visitors To Find Answers
The final topic I want to cover today is how you can make it easy for visitors to find answers across your product pages. We’ve all thought about placing an order on an e-commerce website but had some questions about the product or service. In many cases, a quick response can make or break your decision. The same can be said for your target audience.
You never want to put potential customers in a position where they have a question about your brand but don’t know where to look for help. You’ll be happy to know that there’s a relatively easy way to mitigate this issue. I suggest including an FAQ section at the bottom of each product page. Use this opportunity to answer the five to 10 most common questions that come up during customer support conversations.
This approach can dramatically improve your conversion rate. Not only will this technique help you connect with potential customers, but you can also use it to improve your SEO strategy.
There you have it! These four strategies are all powerful ways to convince first-time visitors and return customers to take action on your product landing pages. Don’t forget to make adjustments to your strategy over time so you can continue to offer your audience an exceptional user experience.