In an era where online skepticism is at an all-time high, brands are looking towards long-term marketing campaigns to best complete their online initiatives. This is done to gain customer trust and acquisition at the lowest cost possible. Regardless of your industry, brand, or price point, your digital campaigns will only be as strong as your product pages.
Prioritize Your Call to Action
The entire point of any product page is to convert would-be customers into paying customers – or at the very least to generate hot leads. If they aren’t accomplishing this, they’re not only utterly useless, but a waste to create in the first place… and if you’re like most businesses, you’re already strapped for time and resources.
With that said, your Call to Action is the key to success. It’s quite literally what makes people… well, act. You’ll want your Call to Action to be not only abundantly clear, but to be persuasive as well. Add a specific incentive that highlights not only the benefits of making that purchase, but that drills into the pain points of what will happen if you don’t.
Set Up Your Call to Action
Your Calls to Action will only be as powerful as their setups, AKA the rest of your product page. Kind of like a joke… if you don’t set up your punchline, it won’t have nearly as much impact. This is vital for the success of any product page, so when writing the copy, ensure that every section has a defined purpose with the intention of padding the message of your Call to Action.
Some writers opt to write their Calls to Action first, then work backwards. This ensures a certain level of fluidity and cohesiveness throughout your product pages, which are really just digital versions of a sales pitch. All in all, the better you set up your Call to Action (asking relevant questions, hammering away at pain points, highlighting benefits of your product, etc.), the more likely you’ll be to convert that person.
Invest in High-Quality Imagery
The best way to compliment strong copy? Strong images. The two can work together to tell a clearer, more compelling story, which can lead to a higher conversion rate.
However, not just any imagery will do… at least if you’re trying to optimize for conversions. This is because you’re trying to convey a specific message… something designed to resonate with a specific audience with a specific set of needs (and pain points). You should be positioning your product as the easy solution to said problem. So, with that said, would you be comfortable settling for a cookie-cutter stock image? Or would you rather invest in an image that actually works hand-and-hand with your copy, selling your audience?
With all things considered, the value of your message, along with your branding, will be the deciding factor that determines whether leads become customers.
Leverage Social Proof Wherever You Can
Think you’re the only solution your leads are considering? Think again.
Because 8/10 companies are thoroughly researching their next purchasing decision, especially if you offer a big ticket product! Nobody wants to deal with buyer’s remorse, and this is when leveraging social proof comes into play.
As part of any test related to user experience, people want to feel some level of comfort before committing to an agreement, especially when money’s involved.
In addition to getting a sense of your past achievements, it also helps to give them some peace of mind. After all, they’re putting themselves in the shoes of your past customers (or the other way around), which will work to improve consumer confidence and bolster conversion rates over the long-term.
The best way to leverage social proof is to build out a detailed buyer persona and get a visual of this consumer. What are their core needs? What specific problems are we trying to solve? Then you’ll want to use testimonials from past customers who best resemble this persona for a more personal, intimate experience.
Never Stop Testing
Regardless of your industry, brand messaging or anything like that – one thing will inevitably stand true when it comes to optimizing product pages and that’s the need for constant improvement. And what better way to improve your product pages than by putting your best ideas and theories to the test. Over and over again…
The best advice we can offer is to isolate your variable and think of your testing initiatives as ongoing. Unless, of course, you’re willing to settle for a certain conversion rate – we don’t. Test one thing at a time (visuals, headlines, typography, Calls to Action, etc.) and take a piece of each experience, which you’ll apply to future versions of your product pages.
Wrapping Up
As you probably know, there’s more to designing high-performing product pages than trying things that “might” work out for you. In fact, there’s a multitude of variables that can easily make or break the success of your conversion rates. Would you rather go through this strenuous process yourself, or partner with an agency who has done it time after time?
Active Web Group has been helping brands of all sizes and industries convert browsers into buyers for over 20 years. Want to hear what the experts think of your product pages? Contact us and if you can’t wait, give us a call at (800) 978-3417.
