If you’re in the e-commerce business and looking to increase your conversion rates, you’re in the right place. As an e-commerce store owner, you should constantly be optimizing your conversion rates and – most importantly – profits. In this article I’ll focus on how to optimize your product landing pages’ usability and conversion rates by testing and following best practices for e-commerce pages. When it comes to e-commerce conversion optimization every store is different, and what worked for somebody else might not work for you. Since people can’t get a hold of a product when buying online, getting up close to it in the images to see details is essential. World Of Watches does a great job of this, offering contextual images of the watch on a wrist and high-quality zoomable images from alternative angles. According to Marketing Land, 90% of customers say buying decisions are influenced by online reviews.
If the reviews are in-line alongside your products, the visitor doesn’t even need to leave your page to go looking for reviews around the web. In this case study Express Watches added customer reviews right into their product pages and saw an increase in conversion rate to sale of 58.29%. Test adding on-page reviews (impartially submitted by users) to your single product pages and see if your conversion rates improve. According to BigCommerce incorporating wishlists or “want” buttons helps customers remember a product they liked but couldn’t buy straight away.
Shopify offers an app for the Want button – these post to people’s Facebook timelines too and drive more social traffic to your store. In this case study by Marketing Sherpa, they leveraged a mixture of transactional emails and segmented email lists to increase sales and conversions.
The first step was to show out of stock products with the option to get notified when they were back in stock.
Let’s take the previous example of signing up to get notified when products are back in stock.
In this case study BettingExpert did just that, and saw a 19.47% increase in their form conversions.
Test adding privacy policy links to your get notified forms or lead generation forms on your product pages to increase conversions. Always anticipate the questions your prospects will have and make those answers available to them. You all know recommending related products is a great way to increase your average basket value and conversion rates. So you all know the benefits of using live chat on your e-commerce websites; as long as you’re tracking those chat conversions, it’s convenient for the customer and cheaper than phone-based customer service teams. But the real value of live chat, in my experience in testing with Olark, is in the transcripts. With Olark you can review and even export your live chat transcripts for analysis – this is a powerful conversion tool!
For example, we used live chat in this e-commerce CRO case study and found there were information gaps on the e-commerce store’s product pages: things about the products the visitors wanted to know but couldn’t find answers to. Customer: “Hey guys, Could you please tell me if your sterling silver jewellery will tarnish if worn in salt water? Analyze your live chat transcripts for product information gaps and add the missing information in-line alongside your products on the landing pages. Visual hierarchy is about guiding your visitors step by step through the different elements in your page design. In this case study Underwater Audio improved the visual hierarchy of their landing page by changing the order of the different elements of their value proposition: the headline, features and benefits section, image and call to action.
Test changing the order in which visitors read the different elements of your product landing pages.
Make sure to test your product copy length and be more explicit and detailed for complex and expensive products. For example in this case study a fitness business spoke with their customers to learn what was missing from their product pages.
This prompted the business to create better product images and videos that address this question.
Test adding videos to your product landing pages (if the your data suggests you need them) and only invest in one or two videos at first to test their impact on profits.
It seems like a no-brainer, but so many stores I see don’t show shipping costs until much too late in the buying process.
Nearly half of all online orders come with free shipping, so you should at least test if you can build shipping costs into your product pricing and see if it creates more profit.
A study by E-tailing found that 44% of people abandoned a purchase process because the shipping costs were too high.
If your product doesn’t allow for free shipping then make sure to use a flat rate fee and show it on every page. In this study 47% of people showed they would abandon a purchase if they got to buy page and learned shipping was extra.

In the age of 30-minute drone deliveries, customer don’t expect to wait long for their products.
An infographic from Milo demonstrated that visitors are much more likely to abandon the sales funnel if they have to wait days on end for delivery times.
When asked what would encourage them to complete their purchase, 60% of respondents said a guaranteed delivery date. Test adding expected delivery dates to your product pages or offering guaranteed delivery dates and displaying them in-line alongside your product. When someone tries to add a product to their cart, you want to let them know they have been successful. Test adding more interaction design best practices to your product landing pages so your customers always understand what’s going on. Appliances Online created 125 user testing videos (giving them about 250 hours of footage) to find problems with their product pages.
For example, many users said the pages were too busy; others said the service information needed to be more explicit and the video experience could be improved. These improvements resulted in a 9.5% increase in sales, and 37% more visitors viewed the product videos. You must remember that just because a “best practice” or a certain test increased someone else’s revenue, it won’t necessarily do the same for you.
You nailed, user experience is so important to conversion rates, something I think people forget about and overlook in exchange for tactics and supposed quick wins.
Nice article on how to optimize product landing pages usability and conversion rates by testing and other important tricks. The difference between a successful and unsuccessful marketing campaign can often come down to the conversion rates of your website. Finally, the overall goal for landing page optimization is to ultimately increase your conversion rate, whether it be sign ups, sales or form completions.
All the copy that you include on your landing page should be carefully thought out and planned. A good balance of content and images can be the difference between a high converting landing page and a poor one. Asking for too much information creates a lot of friction and will often scare visitors away. Trust can be built in a variety of different ways and is effective in increasing conversions. Alaister Low Alaister Low is a co-founder of Growth Giant which is a tool that uses the Multi-Armed Bandit Algorithm to continuously test landing pages. Optimize Your Landing Pages with Call Analytics0 Flares 0 Flares ? As a content marketer, landing pages are an important part of my content marketing strategy.
In this article you’ll learn 16 tips for optimizing your e-commerce product pages and the mindset you need to achieve explosive business growth. From the landing page to the payment confirmation page, you have to optimize the flow of your visitors through each step.
But remember, while conversion rate optimization best practices can guide you in improving your profits, there are no hard and fast rules. Never make changes to your e-commerce store without testing if they make you more or less money. But when you’re shopping online, you can’t hold or feel a product, all you can really do is look at it.
And 88% of customers trust online reviews as much as personal recommendation (Search Engine Land). The traffic is also primed for conversions as people love to buy what their friends recommend.
When the products were back in stock the lead email list got sent a transactional “back in stock” email, inviting them to return to the store and checkout. So adding trust factors such as privacy policy links to forms can really help boost your conversions. You could further increase conversion rates by testing adding a privacy policy link to the form. So it’s worth testing if placing sizing information alongside the product affects your conversion rates. But to take your selling to the next level, you can add personalization to your recommendations. The path they take and the order in which they experience your design and copy can be the difference between a bounced visitors and a checkout. For example, don’t ask them to add the product to their cart before teaching them enough about the product and its features. The results showed that for search traffic, revenue per visit increased between 25% and 100%, depending on which consumer segment they were analyzing. If it works as well as it did for this business, it’ll be worth rolling out more videos for your landing pages. It’s important to communicate shipping costs on every page (especially your product page) and where possible to offer free shipping.

I think the best results come from continuously optimizing and experimenting with both the PPC and landing pages, and making sure they evolve in tandem.
This is where having a solid value proposition really pays off, so you can leverage it throughout your sales messaging. I agree social proof is a good add in, but be careful not to add social buttons with low shares counts, or it may count as negative social proof.
It covers a lot of interesting points about website optimization and we wanted to elaborate on the main points in the diagram to give you more details on how to get the most from your website.
There are literally millions of different websites online and it’s difficult to stand out from the others. Optimizing your site and landing pages allow you to potentially make more revenue with the same traffic.
Each bit of text should serve a purpose of either informing the viewer about something or convincing them to do something.
Make sure the message and the content on the landing page matches the copy in your ad creative. The purpose of this landing page is to get viewers to do one thing and that is take action on your CTA.
This will make visitors feel a lot more comfortable on your site and increase your conversions. Ask for only what you need and you’ll find that more people are willing to fill in your form or survey. Building trust is a way to make customers feel more comfortable and secure spending money on your site. User or customer testimonials work well to increase conversions as they provide comfort for people who are on the fence considering whether or not to invest their money in your product or service.
Each landing page should have a single purpose and everything on that page should be organized in a way to promote that goal. It automatically directs traffic to your better performing pages to ensure you get the maximum conversion rate. It allows us to capture leads and share content that gives potential customers what they need to convert.
So to make up for these shortcomings you need to work really hard on making sure your product images rock. So it’s really important to test how adding reviews to your product pages affects your conversion rates. He is a head marketing mentor for Google and a member of the prestigious Google Experts Program.
Increasing trust by adding user submitted reviews is the best way to increase conversion rate.
Visitors will be able to more intuitively navigate and use your site which will work to improve the overall experience. This allows more budget to be placed into marketing and gives your team more scope to try creative marketing campaigns. Make sure the content you use is relevant to what the landing page is about and emotive enough to get them to take action. Use contrasting colors, large font sizes and prominent placement to emphasize your CTA buttons or text.
Adding a Facebook widget that displays peoples friends that have also used a product or service is also a great way to build trust. There is only one group of people that will tell you what converts best and they’re your own customers and visitors. You could have the perfect landing page with an incredibly high conversion rate, but if visitors have to wait too long they may just leave. This will ensure that you’re getting the most from your website and not loosing valuable customers and revenue. It also gives you the opportunity to have a page targeted and centered around on single objective – helping you to increase your conversion rate. There are a lot of specific ways to build trust which can also help with increasing conversions. Helping users effectively and quickly use your site is crucial for conversions and website optimization. Answers to these questions will help you figure out how to go about creating your landing pages and what content to place on the page.
That being said, it’s no surprise that marketers often use them in their campaigns and that there are multiple tools and apps that allow you to optimize them. In the marketing and advertising world, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single-focused objective. At CallRail, we send potential clients to a landing page instead of our website because we want them to take a singular action, least they be inundated with all the call to actions available on our website.

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