To make your ecommerce page convert better, focus on this one word
So traffic is up to your product pages – congrats! However, conversion is still lower than you would like. While every step in the customer’s journey is important, the product page is the one place where the customer needs to make an important decision. Heather Paul, Content Director at OneStone, answers the question nearly every day: “How do we make our pages convert better?” Heather says to make your pages convert better you need to focus on one word: Trust.
“You can drive all the traffic in the world to your product pages, but if the consumer doesn’t have enough trust to hit buy, it doesn’t really matter,” says Heather. “We want to make sure we build trust with the words we are using, images, and the descriptions. As we move down the page we want to build consistency. Consistency builds trust and trust builds conversion.”
Many brands know how to talk about their product because they love it, but they may struggle with enriching it with SEO, understanding the unique platform requirements for each retailer, and using the right images that tells the full story of their products that create aspiration and trust.
Take, for example, Essentia Water. Any run-of-the-mill product page usually shows images of the product alone and if we’re lucky, perhaps a lifestyle shot. Essentia goes beyond and creates consistency in their images across all products and the Amazon store – pulling information in images, emotions and aspirational ties. Heather says, “Essentia is a brand that really does a good job of communicating. They weren’t afraid to push the envelope right from the start by investing time and energy into their story – and it’s paying off because we see that translate into business and revenue.”
Talk like normal humans
Use copy that creates trust – that means talking like normal humans do. We are sometimes so close to our industry or specific product that we use over-complicated jargon and technical terminology. It’s the “bath tissue” vs “toilet paper” example. In the Amazon search image below, we see the Amazon Brand description says “Toilet Paper” yet the product image says “Bath Tissue”.
Keep your copy simple and in normal human language, always focusing on how the product will help solve your target customer’s problem. Not sure which term is more common? Do a quick Google Trends search to see what people are searching for. In this example we see that virtually no one searches for “bath tissue”. Terms might vary by region too – like how Minnesotans call it “pop” when the majority of the country says “soda”. Google Trends allows you to dig into regional differences.
To build trust, your product detail page must answer these 3 aspirational questions:
- What will my life be like when I have this product?
- What emotion will I feel?
- What problem does it solve for me?
If the customer isn’t able to answer these 3 questions, they’re most likely not going to purchase. Heather’s last piece of advice? “Don’t get too comfortable. Ecommerce changes all the time. I never know if I’ll wake up to a change from Walmart or Amazon so keep learning. Make yourself subscribe as much info as you can get with changes and trends and focus on how your customer buys.”
If you’re unsure if you’ve built a highly converting page, just ask yourself, “Does this build trust?”