20 January 2022
Increasing your online turnover starts with optimising your webshop product pages. An optimised product page not only helps you attract more visitors but also improves your conversion rate.
Research shows that only 2.42% of online consumers worldwide eventually make a purchase. One of the main reasons that keep them from doing so is uncertainties. Will the product meet my expectations? Does the product fit into my interior? Does the product function as it should? These questions can cause doubt among online consumers.
Do you want more conversions in your webshop? Make sure your product page tackles these doubts. We share five ways how you can do this easily.
1. Organise your page the right way
Before filling the product page with content, it is crucial to use a proper structure. The layout of the page should match the visitor’s behaviour in such a way that a click on the shopping cart button is an easy step.
Heatmaps, which track website visitors’ behaviour, show that 45 to 65 per cent do not scroll any further than the shopping cart button. So the most critical information must be above. Therefore, always start with the product title, the rating based on the reviews, the product price, stock and possibly a short product description. By showing this information, you provide the targeted visitor with the necessary information to purchase.
To convince a doubting visitor, it is good to mention some unique advantages, or USPs, under or near the shopping cart button. Examples are a fast delivery time, attractive shipping costs, payment options and other qualities.
Of course, customers who are not yet in the buying phase also visit your webshop. For these visitors, you can provide additional information such as an extensive product description, reviews, specifications, related products, and an explanation of the ordering process lower down on the page. Using product tabs is a great way to keep this information clear and structured.
2. Give a good impression of the product
Unlike in your physical garden centre, your online customers cannot touch your product and see it from all sides. Therefore, it is crucial to provide good impressions of the product so that the visitor can get a good idea of the product and assess whether it meets their expectations.
When you think of impressions, the first thing that comes to mind is good product photos. Of course, your page should contain several images of the product. Pay attention to the following points when taking and placing the images:
- Use the same shape, background, lighting and angle for all product photos to create unity.
- Inspire the visitor by adding an atmospheric image.
- Save the image in the correct size to ensure a fast loading time. As a guideline, we recommend photos that are approx. 1,200 pixels wide and no more than 500 kB.
There are several other ways to give a good impression of the product. In addition to videos and 360° product photos, augmented reality offers the perfect solution.
Augmented reality enables webshop visitors to test the product in their living room or garden without receiving it first. Using the camera function on the smartphone or tablet, a 3D model of the product is placed in the real world. This way, your potential buyer can find out if the lounge set fits on the terrace. Using AR will not only increase conversions but will also reduce the number of returns.
66% of online consumers say they are interested in using AR while shopping, including your potential customer. Our Augmented Reality Shopping tool makes this possible with 3D models of over 500 products, including garden furniture, barbecues, artificial Christmas trees and indoor plants
Would you like to experience the Augmented Reality Shopping tool for yourself? Open this link, scan or click the QR code and find out how the chair presented above looks in your living room or garden!
3. Optimise the product titles
A product page always contains a product title and a page title. Both are important: the product title to attract the visitor’s attention and the page title to rank high in Google.
The product title is prominently displayed on the page and provides the first description of the product. When creating the product title, it is important that the visitor can easily understand it. Therefore, do not mention article numbers and put the product in context as much as possible. To do this, we advise you to describe the product in 3 to 6 words, using a standard structure. For example: [Brand] [Series] [Product Name] - [Product type] - [Feature]
Is your webshop mainly focused on local sales? Include the location of your physical shop in your page title so you will be found when people search on product + place name.
4. Write detailed and unique product descriptions
In addition to images and titles, the page should contain a product description to take away the visitor’s doubts. The product description describes its features, what advantages it offers and why the visitor should buy it. This text should therefore be convincingly written and easy to read. Before you start writing, put yourself in the position of your potential buyer and ask yourself what they would like to know before buying garden furniture or a plant in your webshop.
To be found well in Google, we recommend writing a unique product description according to the search engine optimisation guidelines. Apart from the fact that these requirements have a positive influence on your searchability, it also helps to provide a clear structure for the readers:
- Minimum of two headings (H2)
- At least 350 words
- At least two links to other pages in your website/webshop
- A bullet list
- Important keywords in bold
5. Test your product page on a mobile device
It is expected that 72.9% of all online purchases in 2021 have been made via mobile devices as opposed to 63.5% in 2018. These numbers prove that consumers are increasingly using their smartphones to make a purchase.
However, problems are often encountered when it comes to the mobile conversion rate. This is often because the product page is not displayed properly on the smartphone. Not all information and images are displayed clearly and correct or the layout of the page is illogical on a mobile phone.
Pages are usually responsive and adapt automatically to the screen size. However, we recommend constantly testing the product page on mobile devices and optimising it if necessary.
Join our online Lunch & Learn sessions about product pages
Optimising your product page takes time and attention. But the more effort you put in, the more you get out. By adding the right content in the right way, you attract more visitors via Google and increase conversions!
Want to know more about how you can sell (more) online? Join us at the upcoming online Lunch & Learn sessions, in which we share three successful strategies for your product pages. Register here for one of the three sessions in February and March.
This article is written by:Marny Winkelhorst
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