Your product pages are your website’s sales team. Just like any sales professional, the ability of your product pages to present your products, their benefits, features and desirability will have a substantial impact on your website’s sales numbers and ultimate success.
A robust testing program on your most active product pages will give you insights into your visitor’s behavior and preferences. Use these insights to more closely align your pages to your visitors needs and desires – thereby increasing your sales and profits.
Let’s take a look at what elements you can test to up the ante on your product pages.
Test incorporating keywords and/or benefits into your product page headline rather than using the product name only. Test placement, font, and color to ensure that the headline stands out from surrounding content.
Choose one great hero shot plus multiple views or angles. In today’s market, video can replace the hero shot, often with better conversion results. Test both to find out which works best for your target audience.
3. Product Description
Don’t settle for the manufacturer’s description. Not only is it generic, but it’s boring Plus, how do you differentiate your site if your copy is the same as your competitors? Write and test your own descriptions incorporating keywords and benefits.
4. Payment Options
Offer as many payment options as possible, including some alternative forms such as PayPal or Google Checkout. Test showing these options on the product page itself as opposed to showing them later in the checkout process.
5. Phone Number
Test where and how to include your phone number on the page. Even though you have your phone number at the top of the page, many visitors don’t really “see” anything in that area. Test whether a friendly message inviting people with questions to call increases sales.
6. Shipping Policies
Customers want to know when their items will arrive and how much they can expect to pay. Provide estimates on the product page or provide a link to a shipping estimation tool. Test various formats and phrasings, as well as special offers such as free shipping on orders over $50.
7. Security Reassurances
8. Product Badges
Product badges are like virtual stickers that can appear on your images. Test adding badges for new items, sale items, clearance items, video clips, or popular choices.
Website conversion testing can help you polish your product pages, making them work even harder for you. As customers expect more information to be readily available on your product pages, you can help them achieve their goals by placing everything they need to know at their fingertips.