Here on our blog, we’ve been showcasing some of our expert partners, who’ve been providing expert tips and advice on subjects they specialise in.
In this post, we’ve got another from Strafe Creative, one of our Web Design partners, with their Director, Ross Davies, discussing the essential items you need to include in your single product landing page and how you can improve your conversions.
The post is full of tips and advice to help you drive more conversions from your website, so what are you waiting for!? Read on…
In the evolution of online shopping, ecommerce platforms have allowed small and larger businesses to deliver a seamless online shopping experience. Shopify, for example, is easy to use for both the retailer and the customer as it’s optimised for conversions and offers a quick checkout experience.
However, if you look at many product pages on your favourite e-commerce sites, you’ll notice they essentially all look the same.
Research from the Baymard Institute confirms that the product page is the centrepiece of a user’s e-commerce experience. It’s on this page that potential customers decide whether they will purchase or not. But with the same product layout being used time and time again, these pages are under a lot of strain to perform.
A Change in Buying Behaviour
Since the pandemic, when you had to buy everything online, our barrier to purchasing from e-commerce sites has lowered dramatically.
In the past, if we were looking to buy a big-ticket item such as a car, we would absolutely see it in person before committing the cash.
Today, people are just going for it and buying online without seeing items in real life.
Despite these new buying behaviours driving high-value purchases online, there’s some method to this madness. If users are parting with large amounts of money or even small amounts, so much easier, what are businesses doing to make this happen?
The Answer: Bespoke, Single-product Pages
There are two parts to this idea.
The first is single-product commerce itself – a company that sells just one product, to a niche audience, really, really well. A single-product page is essential to this business model to ensure that the item converts, given it’s the only thing on offer.
The second is a business with multiple products. The team chooses an item to be a ‘hero product’ and then focuses their marketing and sales efforts on selling as many as possible. That also includes investment into a bespoke product page, rather than just the usual product page template.
This strategy, either way, is clever but risky. If your site is smaller, with fewer pages and information, the bespoke single-product pages must address all objections in order to be successful. Ideally, you want the user to stay on the page and learn more as they browse. If the page is designed well, it will improve conversions.
In comparison, normal, templated product pages don’t have the space for additional design elements and sections that answer objections. In these cases, additional pages on the wider website are required to help a user understand more about the business, brand and products in general. Whilst that helps to give more context, you’re more likely to lose the customer and the sale somewhere else on the site whilst browsing.
So, how can you ensure that your single product pages stand out from the crowd and ensure you get those conversions? Let’s take a look.
How to Nail your Single-product Page Design and get those Conversions
At Strafe Creative we worked with Void Homme, a men’s personal care brand that sells beard pencils – perfect for quickly and easily filling in any gaps in a beard.
This unique solution was their only product initially, and so they came to us for a product page design.
After our initial conversation with the team, we identified three key objectives:
- Address customer objections
- Improve conversion rates
- Mobile-first design (90% of traffic comes via social)
Here are eight key things we included on the page that helped improve conversions for the Void Homme team, that you can implement too.
For context, this particular page was designed primarily as a landing page for paid social media campaigns. Users would have been given a teaser of the product before landing on this site. Messaging on social would likely address the key pain point – a patchy beard.
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Showcase Results
Typically, for these kinds of compelling products, users aren’t that interested in the product itself; it’s more about the solution and results.
Take the example from Harvard Marketing professor, Theodore Levitt, famous for saying “Sell the hole, not the drill”. His point was that customers don’t purpose products for the sake of the product itself, but for the job that it does – the hole.
In our Void Homme example, users want to know how they can fix their patchy beards – the beard pencil is just a way to get the job done.
This end result should be the focus of the messaging:
2. Explain the Key Benefits
When explaining why your product is the best option to get ‘the job done’ include its key benefits. This helps a user understand why they would want your product over a competitor’s and helps back up the results you’ve already showcased.
In this case, benefits included being smudge-free, sweat resistant and easy to wash off. Not only is this content listed in a digestible format, it quickly addresses a number of potential customer objections.
As you can imagine, potential customers may be worried about using the pencil earlier in the day and then smudging it whilst working out. This design of this chart quickly and simply eradicates that concern.
3. Include product specifications and variations
This is a no-brainer for product pages and should be included on every type, bespoke or otherwise. Include information on the sizes, dimensions, colours or other configurations of your product.
For higher ticket items such as furniture, detailed sizing charts are key and diagrams are a great way to show an inside view of a sofa or bed, to demonstrate the quality of the product. Use photographs to give a user an idea about an item’s size in context to its surroundings.
4. Bold call-to-action
When browsing on their phone and getting targeted adverts, consumers often make split-second purchasing decisions (I know I have). Grab users’ attention with a bold, stand-out call to action: ‘BUY NOW’ or ‘ADD TO CART’.
You can also use a sticky CTA that follows the user down the page as they scroll ensuring they can quickly checkout after learning more.
5. Build trust through social proof
A funny thing about society, people trust the opinions of people they don’t even know, meaning reviews are powerful in helping you to get more conversions.
Always include reviews and ratings on your page, plus if possible, user-generated content too.
We ensured Void Homme had plenty of user photos on the site to demonstrate how well the beard pencil works. If you can enable a user to filter reviews based on their specific needs and what people have to say about that, even better.
6. Address user objections through creative formats
Multiple, creative formats not only help to address potential user objections, but they also bring your product to life and help to capture a user’s attention.
Different users engage with different types of content. We always recommend including FAQs as a bare minimum, but tables, sliders, images, gifs and videos are great formats in which to handle objections and demonstrate the results and value of your product.
A couple of commonly asked questions about the Void Homme beard pencil are ‘Will it work with my beard length’ and ‘Will it work with my complexion’, so to address those concerns straight away, we included sections with videos and before/after imagery, plus a detailed set of FAQs.
7. Upsell additional items to increase Average Order Value (AOV)
Typically, 20% of users will buy additional products if you use an upsell pop-up or reminder during the checkout process – it might be something they need but didn’t know you sell.
Free shipping over a certain value is also a great sales tactic, users see that as a target to reach and will often buy more.
8. Finally, don’t forget to showcase your brand
When using single product pages as part of a social campaign, users won’t land on your homepage or about page, and you don’t want them to click away from the product to explore these.
Keep them engaged through your tone of voice and relevant messaging throughout the product page – show them you are the brand for them in every element of the design.
Benefits Beyond Conversions
Naturally, ‘improving conversion rate’ is at the top of every e-commerce and marketing managers list, but these detailed, bespoke product pages have other benefits too.
Thanks to this simple user journey from marketing to the landing page, you can save on cost per acquisition (CPA) through targeted campaigns to get your product in front of the right people. Plus, make the most of split testing to find the messaging that really works for your audience.
Relevant targeting has never been more important, so will you be using single product pages to truly engage your target audience? We’d love to know.
So there you have it, tips and tricks from us here at Strafe Creative to help you sell more on your ecommerce site. Whilst some of these things can be done yourself, more technical updates may require a developer to support you.
If you’re looking for a high-converting single product page or entire e-commerce website then feel free to get in touch to discuss your requirements. Read more on our blog or tell us about your project via our Project Planner.