7 Simple Tips to Help your Shopify Product Pages Convert Better
August 3, 2017
2 years ago
So you’re working your tail off to bring traffic to your Shopify store, or maybe you’re spending a good chunk of money on Facebook ads.
Whatever you’re doing, you are likely leaving money on the table, losing visitors instead of converting them into loyal customers.
A very good eCommerce conversion rate should be between 3–5% on desktop, or 2+% on mobile/tablets. If you really want to know more, this article will help.
Conversion rates will vary widely, and optimizing for sales all starts with good, targeted traffic. If you’re doing that part right (or almost) here are a few other things you can consider to close the sale once a visitor gets to your product pages.
Although there are many app options that help product page conversions, sometimes working with an expert to build the feature or configure an app to fit your store is a smarter, cheaper way to about it.
0. Track and measure: First thing you need to do, is make sure you’re measuring your conversion rates. The easiest way to do this is to install and setup Google Analytics. Here are some preset dashboards for eCommerce businesses.
1. Live chat: Install a live chat tool and use automated triggers that reach out to visitors on your product pages. Give visitors some time to read through your product description and actually look at the product photos before initiating an offer to help. 10–20 seconds is good amount of time to wait to offer help through a live chat widget. Not only does live chat built trust, which virtually eliminates any price sensitivities, but it also allows you to gather real feedback. We like Tidio.
2. Customer reviews for social proof: Get written or video reviews from real customers and make sure they are visible above the fold on your product pages. If you don’t have real customers yet, find a few people to give your product away to for free or at a discount with a clear request for a real reviews. Reviews that highlight why the product was bought, how it was used and the feeling it gave the customer are the most effective. There are many review apps in the Shopify app store. Read the reviews and try a few to see which one fits.
3. Trust badges and accreditation logos: Build trust on your product pages by highlighting your payment partners and any well known groups you are associated to. We like Trust Badge
4. Countdown timers: Ok, I like these, but I don’t love them in some cases. Misused they can hurt conversions. It really depends on what you’re selling. If you’re a brand with a minimal clean look, countdown timers add a circus looking element to a clean page, so make sure the style and approach fits your brand and audience. Timers do create a sense of urgency but if you’re not honest about how you use them, you can kiss repeat customers goodbye. So use these in cases of limited inventory or at on specific days/weeks. Running a flash sales monthly, on a recurring date is a great way to use these feature. We like Sales Booster.
5. Limited inventory notices: The same applies here. Using this feature honestly is important. If you create a fake sense of scarcity, you are not prioritizing a long term relationship with your customers. We like While Supplies Last
6. Really good product photos: The most overlooked conversion factor on your product pages is the quality of your product photos. Invest in originally, professional product photos. Like really good ones. Read this article by Pixc for more on this topic.
7. Really good product descriptions: Another easy, important conversion element, and often overlooked, are your product descriptions. Don’t be boring, be engaging and on-brand. There’s no app for this, but there is a process. Learn more
Optimizing product pages for conversions is a two pronged approach
1. The first is simple, just follow best practices. Don’t assume too much and let your visitor conversations and behaviour guide some of your initial decision. But don’t be scared to make educated guesses on things that can be improved, without testing. Keep it simple. Until you get to 40–50 sales a day, keep doing this.
2. The second is to test — testing can only be done with enough traffic/sales to make tests statistically significant. Once you get to 40+ sales a day or 500 visits a day or more, I think this is a good time to start testing your old and new assumptions.
Here’s a simple free Shopify app called Products A/B Test to start exploring the A/B testing process. You an graduate to tools like Optimizely or Convert.com as you get a handle on the process.
To get started with any of these changes, connect with a Storetasker expert via our app. Click here.
What conversion tactics have you tried on your product pages? What has worked? What hasn’t? I’d love to hear from you.