Your product page is the beating heart of your direct-to-consumer website. It’s where your customers go to dive deep, discover the magic of what you offer, make informed decisions, and, ultimately, pull the trigger and convert. But when your product page isn’t driving conversions, it puts your website on digital life support. Luckily, reviving your site is in your control. You can implement best practices to increase product page conversions and breathe new life into your business.
As a copywriter at KWSM with 6 years of experience, I have helped clients turn mediocre product pages into pages that drive conversions. I am more than happy to share what I and our team have learned throughout this process. Let’s get into it!
Best Practices to Increase Product Page Conversions
If your product page is struggling to convert, it’s time to take a step back and ensure it checks all the boxes. Every element must work in harmony and create a seamless and irresistible experience. Here are some of the best practices to increase product page conversions:
- High-Quality Visuals
- Compelling Product Descriptions
- Trust Signals
- Streamlined Call-to-Action (CTA)
- Mobile Optimization
Related Article: How to Design Pages That Convert | The 3 Cs of CRO
1. High-Quality Visuals
Your product page is often the first impression you make on potential customers, especially because search engines now list shopping pages at the top of search results. So, it’s likely that this is the first page they will see when they land on your site.
Because of this, visuals play a significant role in the decision-making process. When they land on a page, it should be love at first sight! If your visuals are unclear or lack impact, customers won’t feel the urgency to convert. This is where professional video and production services come in.
By investing in high-quality images and videos, you set the stage to showcase your product in the best light. Your page should have professional images that highlight different angles, textures, and features.
Where applicable, use 360-degree views and even videos that demonstrate how the product works or how it can be used in a real-world setting. Including lifestyle imagery can also help customers visualize the product within their own lives.
For example, if you manufacture high-quality kitchen appliances, you should showcase sleek, high-resolution images of your products in real-life kitchen settings, feature 360-degree views, and offer engaging demo videos that highlight the product’s functionality and ease of use. Your visuals should help customers imagine how your product will enhance their cooking experience and make their daily routines more efficient.
2. Compelling Product Descriptions
Product descriptions are your opportunity to sell—not just inform. To make these descriptions as impactful as possible, you should highlight more than just the features.
Write concise, benefit-driven descriptions that not only explain what the product is but also highlight its unique selling points. You should focus on what sets your product apart, whether it’s superior quality, an unbeatable price, innovative features, or effortless usability.
Ultimately, a strong, benefit-driven description will inform customers while inspiring action. You should also address potential questions, objections, and pain points customers may have. Focus on what makes your product stand out, whether it’s quality, price, features, or ease of use.
Imagine you are a direct-to-consumer manufacturer in the fitness industry. You need product descriptions that focus on how each item addresses their key customer challenges, such as comfort, durability, and performance. By highlighting customer-centric benefits and addressing potential concerns, like size options or material quality, you can increase conversions by clearly demonstrating how your product enhances their fitness journey.
Think of your product page as your digital salesperson. These descriptions need to be pitches that position your product as the best solution on the market.
Related Article: How an Agency Can Help with Direct-to-Consumer Marketing
3. Trust Signals
Trust is essential in online shopping, especially for products or services that require an investment. Without the ability to physically interact with the product, customers rely heavily on social proof to make decisions. You want to showcase that others have had a positive experience with your brand.
Trust signals should feature prominently on your product page, such as customer reviews, ratings, testimonials, and case studies. These provide social proof, show that other customers have had positive experiences with your brand, quell uncertainty, and build confidence.
Additionally, certifications, guarantees, or badges (e.g., secure checkout, satisfaction guarantee) can boost credibility and reduce purchase anxiety.
If your business operates in the home goods manufacturing industry, for example, you could gather glowing customer reviews and create in-depth case studies that showcase real-world success stories, featuring your product in action or home goods stores that have increased their sales because your products are flying off the shelves.
By integrating authentic, compelling trust signals, you don’t just close sales; you build customer loyalty over time so that they view you as a trusted provider!
4. Streamlined Call-to-Action (CTA)
The Call-to-Action (CTA) is the final nudge that pushes users to buy, which will increase product page conversions. Make sure your CTAs are visible, clear, actionable, and compelling.
Phrases like “Add to Cart,” “Buy Now,” or “Request a Quote” should stand out and make it crystal clear what the next step is. It shouldn’t leave any room for confusion.
The CTA should also be strategically placed, preferably above the fold, and repeated as necessary throughout the page to ensure it’s always accessible.
If you are a tech company, you need strategically placed bold, action-oriented CTAs above the fold, and you need to repeat them throughout the page. Ensure they’re always visible! You should also be testing various wording and colors to see which drive the best responses.
By making the CTA the focal point of your product page, you can ensure that the path to purchase is always clear and easy for customers to follow.
5. Mobile Optimization
Mobile shopping currently dominates the direct-to-consumer landscape, so it’s essential that your site is optimized for mobile if you want to increase product page conversions. The page should be responsive, ensuring it loads quickly and is easy to navigate on all screen sizes.
Mobile users often expect smooth, seamless experiences, and if your page isn’t up to par, you risk losing sales. This means that you must simplify navigation, ensure CTAs are easy to click, reduce unnecessary steps that cause frustration and friction, and ensure it looks good on a mobile device.
Let’s say you’re a manufacturer of fashion apparel. You should streamline the mobile navigation, optimize product images for faster load times, and ensure that key information like size options and the “Buy Now” button are easy to access and tap. By doing so, you optimize the mobile shopping experience for your customers.
Mobile optimization turns mobile shoppers into loyal customers and makes every tap bring them a step closer to checkout.
“Your product page is the engine that powers your organization’s success. When optimized correctly, you can turn curiosity into commitment and interest into action. Think of it as the pulse of your online business. When it’s strong, your conversions soar. But when it’s weak, your sales flatline. By revamping your product page, you’ll watch your business come back to life.”
– Jeff Soto, VP of Strategy & Client Relations
Related Article: 5 Key Factors to a Mobile-Friendly Website
A Case Study of How We Increased DTC Conversions for a Client
OYO Fitness, the innovative creator behind the DoubleFlex, wanted to revolutionize at-home and on-the-go fitness with their compact, portable resistance training device. Designed for people who want to maximize their workout anywhere, the DoubleFlex promised to deliver gym-quality strength training from the convenience of home or even while traveling.
However, in order to make their vision a reality, OYO Fitness turned to KWSM to develop a digital marketing strategy aimed at securing funding for their ambitious crowdfunding campaign.
With a goal of raising $30,000, we crafted a dynamic marketing plan that included targeted social media campaigns, digital ads, and influencer partnerships to spread the word and build momentum. By focusing on OYO’s unique product and leveraging a community of fitness enthusiasts, we tapped into the power of authentic, grassroots engagement. The results? Far beyond their expectations.
OYO Fitness ended up raising over $1 million, shattering their initial goal, and the DoubleFlex became the #1 crowdfunded fitness product of all time—a true testament to the effectiveness of strategic digital marketing and the strength of their product.
Increase Product Page Conversions with DTC Marketing to Watch Your Business Come Back to Life!
Your product page is more than just a simple webpage; it’s a vital part of your site that pumps life into your business by sparking interest and driving conversions. By following the best practices listed above, you can increase product page conversions and breathe new life into your site. You and your business deserve a dynamic, immersive experience that not only informs but excites, builds trust, and drives sales. Still, you have a business to run, and optimizing your product pages to ensure that they are firing on all cylinders is a full time job in and of itself. Let us help.
At KWSM, we’ve seen firsthand how small changes in these areas can lead to big results. Whether you’re struggling to convert or looking to elevate your existing product pages, we have the experience and knowledge to empower your business to thrive.
Get started today to drive more conversions on your product pages.
