Key Design Elements of High Converting Product Page
Ecommerce conversion rates are on the rise. According to the latest data from IRP, the average CR went up by 3.14% over the past 12 months. With this growth, ecommerce conversions averaged 1.72% in September 2022. To some, this may seem like excellent news.
However, what does a 1.72% CR actually signify? Well, if you look at it from our point of view, you’ll see that this number means that 98% of your website visitors leave your site without making a purchase. So, it quickly becomes evident that you have to implement proven-to-work strategies to encourage your audience to buy.
The good news is that there’s a whole lot you can accomplish by making a few good design choices. By including a few key design elements on your product pages, you don’t just open up the possibility of significantly increasing conversions. Even more, creating product pages that look and perform great can improve customer satisfaction, boost AOV, and even help you retain clients for longer, allowing you to maximize customer lifetime value. Plus, if you plan on selling your ecommerce brand in the future, a better conversion rate will indicate high-quality traffic, which is a significant valuation driver for your business.
So, if you’re ready to roll up your sleeves and make some changes to your product pages, the following are design elements guaranteed to make a positive difference to your conversion rates.
One of the easiest hacks to boost conversions on product pages isn’t making massive layout changes or even redesigning your entire website. It’s focusing on copy optimization instead.
Admittedly, writing conversion-boosting copy isn’t strictly a design process. For the most part, it relies on writing high-quality product descriptions that target relevant search terms, addressing consumer pain points, comprehensively presenting product benefits, and answering all customer questions. But that’s not to say that aesthetics and copywriting can’t come together to yield next-level sales outcomes.
For instance, plenty of research data (especially from studies analyzing online user behavior) shows how essential it is for website copy to be highly readable.
- Over the past two decades, research from the NN Group has repeatedly confirmed that most people don’t read on the web. Instead, they scan pages for relevant information, often adhering to predetermined page-viewing patterns, directing their focus towards images, headings, and highlighted keywords.
- A study from Portent, conducted in 2020, found a direct correlation between website readability and conversion rates, stating that, in ecommerce, 13% of the conversion rate is determined by the site’s readability score.
- And more recently, the Unbounce Conversion Benchmark Report from 2021 demonstrated that SaaS pages with low word counts and a high reading ease score tended to achieve higher conversion rates.
What makes this data precious if you want to boost product page CRs is the fact that improving readability is something you can accomplish by making a few design changes. Formatting strategies like employing headings and bullet points can make it easier for web visitors to identify high-value data. And adhering to accessibility standards like using a highly-readable font or utilizing a sufficiently large text size can make the copy considerably more user-friendly, capable of communicating key benefits, and therefore more successful at inspiring conversions.
High-Quality Visuals and Videos
No ecommerce product page is complete without high-quality visuals, as images significantly impact purchase decisions. (Yes, data has shown that 83% of consumers rely on product photos when making buying decisions.) Moreover, web visitors are automatically drawn to visuals when landing on a web page. A study from Baymard revealed that 56% of internet users start exploring images right after arriving on a product page.
Furthermore, the right image can:
- boost trust
- encourage web visitors to form an emotional connection with your product
- even help you deliver a satisfying customer experience through managing expectations
Knowing this, it’s no surprise that one of the best ways to utilize design to boost conversions is to spend some time optimizing product page visuals.
So, what makes a product photo effective when inspiring conversions? Well, there are a couple of rules for using conversion-boosting visuals on your website.
First of all, research has shown that 66% of online shoppers want to see at least three product photos when buying products online.
Secondly, a study published in 2014 revealed that the best way to use product photos to positively impact purchase intention was to:
- Display a larger key object.
- Minimize entropy.
- Utilize a warm color palette and high contrast.
- Increase depth-of-field. And;
- Maximize social presence.
In 2022, it’s also not a bad idea to upgrade your product page visuals to video. This is especially true considering that 88% of consumers say they’ve been convinced to buy a product by watching a video and that 62% of buyers say they’re more likely to buy if they can view both photo and video content submitted by previous customers.
The third key design element of a high-converting product page is a positive user experience. In fact, a research report from the NN Group found that investing in website UX boosts conversion rates, on average, by as much as 83%.
Admittedly, this data is more than ten years old. But if adding a few user-oriented elements could allow you to reach even a fraction of that conversion lift, you’re already looking at an impressive ROI.
So, what elements can help your web visitors have a better shopping experience on your product pages? Well, if you’re looking to boost conversions, your best bet is to focus on hacks that help deliver a positive customer experience.
For instance, fashion brands like Organic Basics need to add comprehensive and easy-to-use size charts to their product pages to allow customers to choose products that fit well. However, they can also take things a step further, for example, by describing precisely how customers should measure themselves or by giving a detailed description of how a garment fits and providing the model’s measurements for better visualization. Doing any of these things can help brands take the shopping experience to the next level, significantly improving conversion rates. Moreover, investing in such elements can help minimize returns, especially since 37% of shoppers say they send clothing items back due to an incorrect fit.
Another great way to boost UX and conversion rates on product pages is to allow users to personalize their orders. Research shows that 71% of consumers expect brands to deliver personalized interactions. So, doing something as simple as allowing potential customers to specify the size of their homes, as shown by GetSafe on their medical alert pricing page, when purchasing a medical alert system can help turn prospects into customers. This is mainly thanks to the straightforward, no-hiccups shopping process that automatically gives web visitors the option to buy a product that solves their specific pain points.
Offering subscription options that users tend to buy on a repeat basis like ATH does on their BCAA product page below also helps ecommerce businesses deliver a fantastic shopping experience. Plus, seeing that this particular UX element presents consumers with a way to save money (which is on everyone’s minds these days, with almost 75% of buyers switching to lower-cost items), it’s an excellent way to motivate first-time buyers. Moreover, it is also an excellent strategy for boosting average order value and increasing customer lifetime value. Both of those are crucial KPIs of a business’s potential for long-term success.
Finally, don’t forget that, in some cases, something as simple as a bit of help can make a massive difference. You can add a FAQ section to the bottom of your product pages that sell complex solutions, as shown on the Ember product page below.
Or, you can include a live-chat feature on your website (which can lift conversions between 8% and 20%). Whichever you do, rest assured that answering your audience’s questions in real time will positively impact their intention to invest in your brand’s products.
Social Proof and Trust Elements
As you explore product page design strategies that will help you boost conversion rates, don’t forget that one of the core goals of any design choice is to present your brand as an authoritative, credible, trustworthy, and user-oriented organization.
This is particularly true in 2022, when consumer trust is at an all-time low, with 60% of people saying that their initial reaction is to distrust a business until convinced otherwise. Fortunately, there are a few straightforward ways to encourage web visitors to see your business as dependable and, consequently, to invest in your products.
The most obvious of these design strategies is to enrich product pages with highly-visible, authentic instances of social proof.
You can accomplish this by placing product ratings in the first screenful of your product pages (where web users spend 57% of their page-viewing time), ideally right below the product name to guarantee web visitors will notice it while exploring the product. This is what Satechi does in the product page below, ensuring that all buyers notice the high ratings and the impressive number of reviews the brand’s solutions have received from satisfied customers.
You could also choose to embed social proof from multiple sources or even allow web visitors to click on specific reviews to open the website where the feedback was posted originally, which is what Kopi Luwak Direct does.
Or you might upgrade traditional social proof with user-generated content, similar to that on the Fenty Beauty website. UGC is an especially effective form of social proof, seeing that 60% of consumers consider it the most authentic format brands can use.
Additionally, explore ways to enrich your product pages with design elements like trust badges, custom quality assurance icons, visual representations of returns policies and moneyback guarantees, or even just listing accepted payment methods, as shown by MannequinMall on the product page below.
Any of these can help make your customers feel like they can trust your business and encourage them to convert. After all, if you consider that 18% of people abandon their shopping carts because they don’t trust a site with their information, something as elementary as pointing out your commitment to customer safety with custom trust badges, like the ones on the Yumi product pages, is sure to go a long way in boosting sales.
Designing a high-converting website is never a finished process. After all, consumer sentiment changes rapidly. And that means you will have to adapt your design strategies sooner or later.
However, by focusing on the key elements that drive conversions (particularly those that do so via building trust and credibility), you can achieve next-level results and join the ranks of the most successful ecommerce brands in your niche.