Introduction
As an ecommerce store owner or manager, you’ve most likely seen a high web traffic to your site but remained puzzled on how to convert this into significant sales. You’re not alone.
Growing web traffic is a fundamental goal for any ecommerce store owner. However, high traffic volumes don’t inherently translate to thriving business performance. What’s crucial is leveraging that online traffic into actual sales through a high conversion rate - and that’s where your product pages come into play.
Your product pages are the critical linchpins that turn browsing visitors into paying customers. If you’re driving a substantial amount of traffic, yet seeing lacklustre conversion rates, it’s time to revamp those pages to better captivate your potential shoppers. To help you make the most of this untapped resource, we’ve curated a complete list of tips and optimisations that can significantly enhance the efficacy of your product pages and transform them into potent conversion engines. Read on to find out how to optimise your ecommerce site and improve your turnover.
Offer clear and persuasive call-to-action buttons
Your product page is incomplete without effective call-to-action (CTA) buttons. These buttons guide your visitors on what action they should take next after engaging with your product information. They can significantly impact the conversion rates on your product pages.
Importance of Clear and Persuasive CTA Buttons
CTA buttons play a crucial role in guiding your customers through the buying process and directly impacting conversions and sales. A well-crafted CTA button can encourage your visitors to make a purchase, click to get more information about a product, sign-up for newsletters, or download any related resources.
Creating Persuasive CTAs
- Use Action verbs: Start your CTA with strong command verbs like “Buy,” “Shop,” or “Order”.
- Create a sense of urgency: Encourage shoppers to take immediate action with phrases like “Buy Now” or “Limited Time Offer”.
- Offer Incentives: Giving an incentive like a discount, free delivery, or a gift can entice your customers to take action. E.g., “Order now and get a 20% off”.
- Use the first person: A study on the CTA buttons revealed that buttons phrased in the first person perform 90% better. So instead of “Start Your Free Trial”, use “Start My Free Trial”.
Designing Clear CTAs
To ensure your CTA buttons stand out, you need to consider design elements including colour, size, position, and surrounding white space. Remember, they must be large enough to see from a distance, but not so large that they scare the users away. Furthermore, use colours that contrast with the page’s background to let them stand out.
Positioning CTAs Effectively
CTA buttons must be located in a location where customers naturally look or navigate. This could be at the end of a product description, right next to the product visual, or even fixed at the top or bottom of the page. The key is to place them where they’ll be immediately obvious to any customer browsing the product page.
Testing Your CTA Buttons
Lastly, it’s important to run A/B tests on your CTA buttons as they significantly influence your conversion rates. Test different phrases, colours, and sizes to see what works best for your audience. Remember, what works on one product page might not necessarily work on another.
Conclusion
Ultimately, the best CTAs are those that ideally combine clear design with persuasive language. When implemented effectively, they can significantly improve your conversion rate and overall product page performance.