If your e-commerce product pages aren’t recording the conversion rates that you want, there could be several factors to blame. From visuals to text-to-site responsiveness, conversion rate is not determined by just one thing but by many variables interacting with one another. When Criteek works with e-commerce companies, we find that the ones struggling with conversion rates are falling victim to all of the same pitfalls.
Here are the factors that the experts tweak to help clients increase their conversions:
Strong product descriptions help with SEO, and good specification sections help customers feel more informed before they buy. However, these factors cannot and will not give you a strong conversion rate by themselves. Most modern customers just don’t trust written copy that comes directly from a brand.
This fact is not a reflection on your company or how honest and forthright you have been with your customers in the past. Rather, customer distrust ties back to modern marketing as a whole. From targeted advertisements that feel like invasions of privacy to the “bad egg” companies that purposefully mislead their customers, there are plenty of reasons for modern shoppers not to trust any content that they can label as “marketing” or “advertising.”
What most modern shoppers do trust is the word of their peers. At Criteek, our statistics tell us that shoppers today are 12 times more likely to trust other shoppers than they are to trust marketers. As such, the best thing that you can possibly do to improve the conversion rates of your e-commerce site is to implement customer reviews. This way, shoppers can get the objective information they need about your product from other shoppers while reading a subjective opinion about the product. A good review on your product page will do much more to convince shoppers to click the “Add to Cart” button than marketing copy ever could.
Another thing that marketing copy can’t replicate is a high-quality image (or several high-quality images) of the product you are selling. Customers want to be able to see what they are buying before they buy it. Online shopping makes this part of the shopping experience much more difficult than brick-and-mortar shopping because customers can’t hold the products in their hands before buying. Because of this shortcoming, including large and beautiful images of your products—preferably showing your product from multiple different angles and displaying different color options—will greatly increase the likelihood of a customer deciding to buy.
Images are great supplementary content, but ultimately they can’t rival the power of video. Pictures of your product help to fill the “hold it in your hand” facet of in-person shopping that often isn’t replicated in e-commerce settings. Video content does an even better job at filling that void. While video content can’t give customers the opportunity to touch or hold a product in their hands, it gets closer than images. With product videos, customers see your product without an edited (and potentially untrustworthy) brand-produced sizzle reel and they get to observe how it looks from all angles. They get to see it in action. A video that demonstrates your product’s features will help your customers imagine what it will actually be like to use that product. As such, video content is terrific for dispelling any doubts or reservations that customers may have about a product.
You can pair video content and customer reviews into one powerful conversion-boosting tool. Video reviews are becoming more and more popular in the e-commerce sphere, and it isn’t difficult to see why. Combining the trust that shoppers have in their peers with the easy engagement and visual nature of video produces a site feature that your product pages must have.
Since producing professional video content is expensive, video reviews can help your brand save money. By letting your customers create videos that show off your products and demonstrate their features, you get the benefits of videos without having to invest in their production. The quality of the video will inherently be lower than it would have been if you had created a professional demonstration clip. However, since shoppers prefer to trust content from other customers anyway, they won’t mind the lower fidelity.