5 things you can do RIGHT NOW to increase conversion rate on your website.

You have 10–19 seconds* to sell your customer once they land on the product detail page. That is not a lot of time to convince them the product they are looking at is right for them.

A telling sign this is happening on your site is if the bounce rate on your product detail pages is hitting 70% or higher. This is when you need to look at the information your customers are missing to make a confident purchase with you from the product detail page.

Below are the 5 things you can do right now to increase conversion rates from your product detail page and some considerations for how to execute on them.

1. Look at your website's top search terms and keywords and incorporate those top searched keywords into your product's SEO title and SEO description.

• If you type your search and keywords into google where do you rank on the search results page?
• What hashtags on social are trending that your product relates to. This is a way to find out where your customers might virtually be browsing and to help you imagine how your product fits into their lifestyle.

This approach is aimed at new customer acquisition and can show you how discoverable your product is. Don’t be afraid to go back and update product descriptions and metadata on existing products. As new movements and trends pop-up you can stay relevant and continue to find new ways to serve your customers.

2. Write a product description that makes the customer feel like you are talking directly to them and tells them exactly how you can solve their problems.

• Is your romance copy written in your customer's jargon?
• Why did you choose to sell this product, and does that reason come across in your product description?

This approach is rooted in the success of influencer marketing. When a friend or well followed influencer reviews a product, customers trust the recommendation and learn ways in which the product will also work for them. This is what you want to create on your product pages.

3. Write product details that answer all of your customer's questions.

• What information do you think will be useful in the purchasing decision?Dimensions, weight, country of origin, care and cleaning instructions, disposal instructions, common uses, shipping & returns,ect.
• Would a short video of how to use help your customer visualize & understand your product better than a product description?

A good way to tell if your product detail section is complete is to imagine a customer walks up to you and describes what they are looking for and all of the things they are considering in their purchase. If you have provided answers for those then you are ready to publish your product.

4. Invest in quality product shots and videos.

• Do you offer shots from multiple angles?
• Do you have a lifestyle shot to help customers imagine themselves using your product?

This approach is a way to replicate the experience of seeing a product in person and relieve customer doubt. A big concern when buying online is if it will look the same in person. If you can solve this and make the return process easy customers will feel more confident to hit the checkout button.

5. Deck out your detail page with engaging features.

• UGC, product reviews, loyalty points, AR & Virtual try on are features of your product detail page that can help seal the deal.

Common mistakes I see online stores making are product pages with 1 to 2 product image shots, 4 product detail bullet points and an add to cart button. More often than not customers need information than that to make the decision to purchase.

Believe in what you are selling,

Put on your customer focused glasses ,

And start selling more!

If you’ve done the work above not only should you see higher conversion rates and lower bounce rates on your product detail page but you should also be seeing lower return rates since your customer is buying with higher confidence and satisfaction with what they received vs what was advertised to them.

Sources:

1.https://www.nielsen.com/us/en/insights/article/2015/make-the-most-of-your-brands-20-second-windown