The product page is the ultimate pre-purchase battleground, where presentation is everything. Optimizing this page will increase conversion, mitigate dissonance, and lessen future support calls. We’ve put together a quick checklist to see if your product page is ready for the holiday season.
Product Descriptions: Do long product descriptions work better than short ones? The answer is actually that they both work, and it’s best to include both! 79% of shoppers scan descriptions, so offering a short bulleted list that gets to the point is highly effective. Having an expandable version that is richer and more in-depth will convert those customers who like to read.
Images: 22% of customer returns are due to an item looking different in person. By focusing on crisp, beautiful imagery that captures the essence of your products you will mitigate these future issues.
Size Chart: Bizrate Insights recently conducted a survey that found 55% of shoppers cited sizing issues as their number one reason for returning a product. Getting ahead of this issue could cut down on half of your customer service calls if your business is apparel!
Customer Reviews: In today’s social-driven world, peer reviews are crucial in the consideration stage. Sellbrite has found that displaying reviews can increase conversion by 270% and that 72% of consumers won’t take action without them!
Estimated Delivery Date: Avoid “Where’s my order” calls by setting expectations from the start using an estimated delivery date. This combines processing time, customer location, and carrier data to give an exact arrival date.
Q&A: By letting users ask questions and get the appropriate answers during the pre-purchase you can cover ground that goes way beyond your product description. This section also demonstrates that other people are also interested in the product, and use the consumer-generated content approach to aid conversion.
FAQ: Harvard Business Review found that brands had an 86% higher chance to convert customers when they made it easy for them to gather relevant product information. They also added that there was a 9% chance for repurchase, and a 115% chance to be recommended to a friend! By validating customers early in the pre-purchase journey you mitigate the chance of regret later.
Returns Policy: One in ten shoppers compare brands based on their returns policy. Making yours hard to find leaves them with two options, calling to inquire or abandoning you for the competition. Get ahead by linking your policy from the product page to put customers at ease.
While many of these tactics may be conversion-oriented, they work together to lessen calls in advance. Remember, the goal here is to get the right information in the hands of the customer. Boost their confidence to ensure they purchase the right item, giving them no need to call later.