We’ve talked a lot about site optimization- because your site is your store front. If it’s not something that draws visitors into your sales funnel and converts them, then it’s not working correctly. One of the most important aspects of your site is your product page.
With a cart abandonment rate of 65%, and an average overall E-commerce conversion rate of 2%, each part of your E-commerce store needs to be honed to being efficient, attractive, and usable. The amount of products added to your cart is directly linked to how effective your product pages are.
The formula for an effective product page looks a little something like this:
The higher your average order value is, the lower the product page effectiveness rate is. Are your customers bouncing from your site before adding items to their carts? There might be a problem concerning your product pages. This infographic from Invespcro.com outlines the best way to nail your product page in 21 steps:
The higher your average order value is, the lower the product page effectiveness will be. For example, it’s easier to have a higher success rate at 25% when your average sales are $50. Then again, if your average order value taps into $2000, a 4% success rate isn’t that bad.
You have to understand why your customers buy and what influences their decisions. The biggest factor that influences customers is the possibility of free shipping (which is also a huge influencing factor on whether or not a customer abandons their cart).
The opportunity to have free returns is in second place when it comes to influencing customer decisions, and in any case, an effective product page includes a clear and understandable shipping and returns policy.
62% of shoppers said that special sales and discounts played a huge role in whether or not they purchased from a site. 56% said that discount coupons were effective in helping them choose to buy. Spoiler alert: These are the customers you can persuade with a handy follow-up discount e-mail.
These among other factors are the top features that can push a customer to purchase rather than bounce. For more information about making a product page that converts, check out our next article.
How do you communicate that on your product page? Tell us below or Tweet us!