4 Product Page Optimization Techniques To Increase Conversions
Team Branex
Product pages are the most vital components of an ecommerce website which help customers decide whether to check out or abandon the shopping cart. Unfortunately, they are often the most neglected elements of the sales funnel. Remember, the main purpose of your product page is to tell customers why your product is the best fit for them and how it solves their problems. Eye-catching images and well-written descriptions are important, but various other elements help customers make an informed buying decision.
When it comes to designing your product pages, even the smallest detail can leave a significant impact on the conversion rate of your website. An awe-inspiring and delightful product page incorporates elements that unambiguously inform prospective buyers, send trust signals, highlight all the notable features of the product, and improve customer experience.
If you want to improve your conversion rate, enhance customer experience, and get ahead of your competition.
Here are some mind-blowing and truly effective product page optimization techniques that will surely give you the expected results.
The company claims that their cider is not your standard, run-of-the-mill cider. They have a hooking story to vouch for them. They capitalized on eye-catching and high-definition images of their cider selection complemented with beautiful label designs that clearly explain what makes their Cider products different from others and what makes their products so special. The brand beautifully explains what goes on in its products, where each ingredient is lovingly procured from, and the love and diligence that go into concocting the final products.
Look at the example of SideBelts, where they are using the power of video to show their products in action.
Meller, a sunglasses brand, uses a trick to convince potential customers to hit the buy button by integrating customers’ pictures and videos on their product pages. When customers see authentic customer images and how other people are using these products. It fosters trust, boosts retention, and causes conversions to skyrocket.
Instead of simply jotting out the merits of their products, they take an interactive approach to building your car. The brand highlights different customization features you can choose from, before giving you a detailed look at the car and how it can affect the price.
Let’s take another example of Fitbit Charge.
The product page beautifully explains how the product works, allowing users to hover over different features while explaining why these features matter the most and how they can make a difference in the users’ lives.
1. Add an Element of Storytelling
A recent study suggests that a product description which narrates a riveting and inspiring story has more potential to convert a customer than a standard product copy. By leveraging the prowess of storytelling, you can boost your chances of getting more conversions and fortifying brand loyalty. Let’s take Seattle Cider as an example.
The company claims that their cider is not your standard, run-of-the-mill cider. They have a hooking story to vouch for them. They capitalized on eye-catching and high-definition images of their cider selection complemented with beautiful label designs that clearly explain what makes their Cider products different from others and what makes their products so special. The brand beautifully explains what goes on in its products, where each ingredient is lovingly procured from, and the love and diligence that go into concocting the final products.
2. Add Product Videos
One of the major hitches of online shopping is not being able to feel, touch, and judge the products you are aspiring to buy. Though adding pictures of your products is effective, a short video that gives an in-depth look at your product can make sure that prospective buyers make a well-informed purchase decision.We craft beautiful experiences and digital products that grow businesses
Look at the example of SideBelts, where they are using the power of video to show their products in action.
3. Use Social Proof
More than 70% of people trust content from other customers as opposed to a brand’s claims. A study suggests that one out of four consumers are more likely to purchase a product after seeing user-generated visual content. Ecommerce websites can leverage user-generated content to instill confidence and trust in their consumers and coax them into taking the plunge. Ecommerce brands can use text-based customer reviews and user-generated images on their product pages, which will eventually serve as a visual social proof that can directly influence the buying decisions of potential customers. MVMT Watches is intelligently using customer reviews on their product pages to win over the trust of customers.
Meller, a sunglasses brand, uses a trick to convince potential customers to hit the buy button by integrating customers’ pictures and videos on their product pages. When customers see authentic customer images and how other people are using these products. It fosters trust, boosts retention, and causes conversions to skyrocket.
4. Explain Your Product Features Uniquely
To increase your conversion rate and profitability, you need to carefully review your product feature explanation strategy. Instead of simply listing down the characteristics and features of your product in a droning manner. Try to explain how consumers can use the product and how they can benefit from it. Here’s an excellent example of Volkswagen.
Instead of simply jotting out the merits of their products, they take an interactive approach to building your car. The brand highlights different customization features you can choose from, before giving you a detailed look at the car and how it can affect the price.
Let’s take another example of Fitbit Charge.
The product page beautifully explains how the product works, allowing users to hover over different features while explaining why these features matter the most and how they can make a difference in the users’ lives.
A famous brand that needs no introduction always finds innovative ways of pushing out its latest offerings. Disney leveraged the power of influencer marketing to promote its masterpiece Beauty and the Beast, in collaboration with Luke Evans.
REI, a brand that offers outfits, footwear, and state-of-the-art gear for outdoor activities, specifically focuses on 
Naked Juice is an American brand that produces juices and smoothies. They tapped into the power of lifestyle influencer Kate LE Vie who strategically incorporated the bottle of naked juice in her stream of posts boasting her daily outfits and beauty essentials.
Oreo always struggles hard to promote their products a bit differently. Their Wonderfilled animated campaign is an amazing example of video marketing that shows how a blood-sucking vampire takes a positive turn with the help of the classic crème-centered cookie. Through this video, Oreo wants its consumers to see the world with positivity, openness, and sincerity.
According to Janda Lukin, Director, Oreo at Mondelez International, Inc., "It starts with a very simple premise, about how something as small as an Oreo cookie can bring about a positive change in perspective. Kids already have a sense of wonder in how they see the world, but adults have to be reminded of that. The stories are going to resonate with different people, but overall, it's an adult campaign."
The beautifully animated campaign beseeches adolescents and adults to get in touch with their childlike sense of wonder, something we have gone astray from in this cut-throat era, and stop for a minute to enjoy everything around them.
While, indubitably their main objective is to make their audience relate to the fuzzy, heart-warming feelings of sharing an Oreo, the campaign captures the world through the eyes of a child, creating something endearing in turn. Each element of the campaign, such as the user-generated content, catchy videos/jingles, quirky typography, vibrant scenes, and style of animation, breathe life into the campaign.
What makes this campaign so successful is that it is really easy to relate to. Not to mention, customers all over the globe have taken to creating and sharing their own versions of wonderland, keeping the legacy alive. Even though the campaign is a new take on Oreo. It still manages to retain all the brand’s core values: fun, socialness, imagination, and humor. The cartoon campaign captures emotions and themes that traditional mediums would have failed to do.
Dropbox beautifully uses animation in their ad campaign where they smartly demonstrate their product. “What is Dropbox animated video” has been viewed more than 11 million times on YouTube. Here is what makes their animated video stand out among competitors:
A simple “Rest in Peace” would have been construed as an honorary goodbye, had the brand not used the brand stamp in place of the dotted “i”. As soon as the tweet flew out, Prince’s fans went choleric. They started cursing the brand, and rightly so, for leveraging the legend’s death for their marketing gimmicks.
Sony Corp. found themselves in hot waters upon the death of Whitney Houston. Just when grief was still fresh and wounds were tender, Sony Corp. thought of playing upon the sentiments of her fans, making some extra cash out of the situation by spiking the price of digital downloads of her music. Fans were peeved by this avaricious deed and started bad-mouthing the brand. As soon as Sony Corp. realized their mistake, they apologized and toned down the prices.
Creating 
Whatever the case may be, you need to sit down with the marketing department and the crisis management section to plan out a solution. Sometimes you can pass off a blunder with a humorous remark in an attempt to clutch at straws and make people laugh it off. Just like 
What most organizations fail to do is to make their customer service reps diligently monitor the response of the customers. Your reps can be trained to handle any degree of PR crises and can act like an empowered team to handle the catastrophe on their own, without waiting for a cue from the upper layers of the echelon.
“An immediate social media response is the key. In most cases, your goal should be to respond within an hour. If you let too much time pass, a lot of negativity can fill that void.” says Chris Britton, a chief operating officer for RockDove Solutions
Similarly, the grocery store Food Basics has a viable presence of over 115 stores across the province of Ontario in Canada. When they aspired to reach out to more ethnic communities, the store printed out flyers that incorporated a seemingly enticing offer intended for Sikhs on the event of Baisakhi (a Sikh religious holiday).
Where the brand went wrong was when they dared to promote Halal chicken to the Sikh community; a product intended for Muslims! Had the marketing personnel conducted their diligent research, they would never have targeted Sikhs in this manner, since the ethnic group refrains from consuming alcohol or meat on the occasion. Even worse, the very notion of Halal meat is not deemed fit for consumption by practicing Sikhs. This served to enrage Sikhs who were already fumed about being mistakenly confused for radical religious terrorists all the time.
Similarly, when we talk about the contextual errors in the use of imagery, purveyors of baby food and products Gerber inadvertently made an unsettling boo-boo when they decided to enter the African market. Their logo, incorporating the image of a happy cherub, is all too ubiquitous across the US markets and is construed as the perfect image to adorn a product designed exclusively for toddlers. However, unbeknownst to them was the fact that products in certain African countries display images of what goes inside the product on the label. Image the gasps of shock from bewildered shoppers when they had to face the adorable Gerber baby staring back at them from the packaging!
Another example is that of Walmart, a globally renowned supermarket chain that is famous for its low prices. After experiencing tremendous success in the United States, Walmart expanded its presence in various countries, however, not every country was a success story for them. It is the distinct cultural shopping experiences of consumers that turned the tables for Walmart in some countries they tried entering.
One example is South Korea, where Walmart failed to understand the buying preferences of the local buyers. The New York Times also reported a similar event that caused Walmart to shut down in Germany. In Japan as well, Walmart faced a negative backlash due to its campaign, tag-lined, “Everyday low prices.” Apparently, in Japan, the locals associate low price tags with a lower quality product. This customer perception created a huge difference for Walmart in these countries where the usual marketing tactic did not work and resulted in a failed entry.
Food Network, a famous blog replete with mouthwatering recipes, is making big waves in the social media realm by luring people to its social media pages. And eventually to its website by posting stellar and succinct food recipes online, that are diligently prepared and expertly plated by expert chefs.
Food aficionados around the world not only follow this exquisite brand but also like and share its videos by the dozens, making the content beneficial for both the network it’s displayed on and for the support of a healthy and growing brand awareness plan.
