Double Your Product Page Conversions With These 4 Easy Tips

When it comes to tracking your website conversion rates, most business owners only concentrate on how well their landing pages or home page converts from browser to buyer.  But measuring your product pages is just as vital, since you can learn a lot about your visitors based on which product(s) they viewed recently.

1.  Focus on direct and specific product benefits – Save the general overview for your home page and make your product pages more targeted to specific benefits the user will accomplish or notice as a result of buying that product. 

The product page is also the ideal place to put item-specific testimonials as well as ask for user reviews on that product.  This is also the page where you can recommend other, related products as well (Amazon.com does this beautifully).

2. Build up the benefits with proof – With all the scams and bogus claims that abound on the web, back up the benefits with as much real proof as you can. 

This can come in the form of before and after photos, payment receipts (showing how much money was made/earned because of a certain product), screenshots charts, graphs and more.  These kinds of visuals help present your product as the logical choice over your competitors — just make sure that the comparisons are valid and accurate!

3.  Offer a reason to take action – A “Buy Now” button alone sometimes won’t do the trick.  Many products bundle a free accessory, or even an unannounced bonus gift with your purchase.  Watch a few infomercial advertisements to see this practice in action and think about ways to tailor it to your own product.

Some of the most well-received bonus items include:  a sample of a related product, free installation and/or upgrade, free shipping or a booklet that shows you how to get the most out of the product you’ve just purchased.

4. Make it clear what action to take next – So many websites fall short of making the sale simply because the visitor isn’t sure what to do next.   Make it clear what action you want them to take – even if it means placing a large button on your web page. 

Most people only scan (not read) pages anyway, and once they’re set on buying the product, all that’s left is to point the way to show them how.

Keep these four tips in mind, and you’ll not only motivate your customers to make the purchase, but you’ll also increase sales of related items through up-selling and cross-selling similar products.  Good luck!

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