A landing page in many cases represents the first interaction shoppers have with your website, and an opportunity to convert browsers into customers. Whether they are coming from shopping ads, social ads, an e-mail marketing campaign or any other marketing initiative, putting your best foot forward on your landing pages is of the utmost importance.
What Is Product Landing Page Optimization?
You’ve likely spent a lot of time and effort perfecting your numerous marketing efforts to drive traffic to your product landing page(s), so you owe it to yourself to focus additional attention on landing page optimization.
Product landing page optimization is the process of improving the elements on the page to improve their conversion rate.
Elements include images, copy, video, an add to cart button and any other pertinent information a shopper may need to make a decision on how they move forward with your business.
Of course, product landing page optimization is just a piece of a greater overall conversion rate optimization plan, albeit a very important one.
With that in mind, let’s dive into some top tips for landing page optimization.
Add High-Quality Product Images
Regardless of the product type, images are vital for their marketing because people like to buy what looks good. Since online shopping is very appearance oriented, make sure that you spend a great deal of time and effort on product images and make them look as eye-catching as possible.
And with 93% of consumers claiming that visual content is a major deciding factor for purchasing or not, you should take this facet of landing page optimization very seriously.
For starters, you should make sure that you choose the right size and resolution for the images. They should look completely clear, and shouldn’t be blurry or so small that your customers can’t view it properly.
When it comes to high-quality images, here are some things to think about:
- The images should have a clear and consistent background
- The product in the images should be properly illuminated
- There should a border or padding around the image
- Take images of the product in different angles and even a 360° view if possible
(Nike does a great job with its product photography)
Introduce a Product Zoom Feature
E-commerce offers a level of convenience to consumers that is nearly impossible to match by brick-and-mortar stores. One thing that is lacking, however, is physical interaction with the actual product.
No matter how clear or large the pictures of your products are, customers will always want to see it from up close.
Since they can’t actually look at the physical product or hold it in their hand, you can give them the next best thing: a product zoom feature, which focuses on a certain portion of the image when the mouse hovers over it. This allows customers to view every inch of the product in high definition, thus allowing them to make up their mind regarding buying it.
(The zoom feature is most effective on certain product types, like furniture and apparel)
With 56% of surveyed consumers saying that their first actions when hitting a product landing page, offering as much detail as possible will do wonders for your product landing page optimization and your overall conversion rate.
Include Customer Reviews
One of the best ways to optimize your product landing page and increase trust among your prospects is by including online reviews that your previous customers have posted. Moreover, 60% of consumers think that user generated content, like reviews, are the most authentic form of content that a brand could use.
Your landing pages have a better chance at converting when they contain reviews. In fact, with 100 reviews your conversion rate can be expected to jump by 37%, and even one can increase conversions by 10%.
Therefore, you should include customer reviews for the products that you sell, and this will certainly boost your sales numbers through the landing page.
Add a Wish List Button
Adding an “add to wish list” or a “want” button to your product landing page will not only optimize it greatly, but will also generate more interest among your customers, especially those who don’t want to buy the product right away.
Most ecommerce platforms and frameworks, such as BigCommerce and Shopify, allow you to add the want button to your landing page in just a click.
Not only will this help them remember that they have to purchase this product in the future, but it will also help to reduce cart abandonment rates as well.
Make Your Out-of-Stock Products Visible
Another key strategy that you can use to fully optimize your product landing page and leverage it for increasing sales is by keeping your out-of-stock products visible, rather than hiding them until you have them back in stock.
You can make use of out-of-stock products in your marketing emails, and you can also add a notification section where people can add their emails to get notified when the product is back in stock.
Not only are you offering reminders for those already interested, but now you’ve created yet another method of capturing their e-mail address for remarketing.
This method is particularly useful for customers who have certain favorite products from your inventory, and they shop exclusively for it. If such a product goes out of stock and they don’t find it on your website or in your promotional material, it may lead them to think that you have discontinued the product.
Rather, if you show that the product is out of stock, it will also give an impression that there is a high demand for it.
Product landing page optimization needs to be a priority in your marketing plan, just like optimizing your product feed, improving overall site UX and managing your shopping ads.
The reasons why it’s important stack up quickly, but at the end of the day your landing page performance will be dictated by the actions you take to make the experience better.