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How to Increase Product Page Conversion Rates

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Your product pages allow you to educate and engage customers, and ultimately, close the sale. Understanding the different components of your product detail pages empowers you to structure your data to reach your consumer and lead them to a positive purchase decision. 

Here’s 1WorldSync’s guide to increasing product page conversion rates. 

Rich Content Syndication

Syndication services graphic

Syndicated rich content is brand-provided content displayed in scrolling spreads within a retail partner’s product detail page, allowing shoppers  to find high-impact media outside the confines of the above the fold image gallery. Rich product content is a significant determining factor in your e-commerce conversion rates. The more engaging and detailed information you can provide to a potential customer, the more likely you are to make a sale. 

Rich content includes 360-degree photography and image galleries, comparison charts, videos, augmented reality, feature hotspot imagery and virtually any other type of media that tells the full story of your product.

Composing, curating and distributing this rich content accurately to multiple retailers requires valuable resources.  As such, brands seek methods of content syndication that accurately and efficiently distribute their product information to their partners. 

1WorldSync’s rich content syndication resources seamlessly deliver your brand story and experience, marketing campaigns, and detailed product information to an extensive network of retailers. With one, streamlined solution, your content can be accurately shared and updated across more than 1,000 major retailer sites. This includes A+ content capabilities for Amazon product pages, saving you crucial time and energy on content creation and disbursement. 

You know there are an infinite number of moving pieces that must work in harmony to create a successful marketing program. Allow 1WorldSync to handle your rich content syndication. We deliver professional, streamlined product data delivery that frees you up to invest your time and energy where it’s needed most. 

360-Degree Imagery 

360-degree spin photography of a TV

Regardless of your industry, your shoppers are researching, comparing, and buying products through online channels. In an e-commerce market, you must give consumers the most information possible through their screens. 360-degree spin photography is the optimal solution for your e-commerce sales and digital marketing efforts. 

1WorldSync’s 2021 survey of online shoppers found that out of all image types found on e-commerce product detail pages, 360-degree photography was ranked as most helpful to their purchase decisions. Additional research shows that brands and retailers adding 360-degree spin imagery to their product detail pages see their conversions increase by as much as 47 percent. 

360-degree product photography is the next best thing to holding an item in your hand.  In a brick-and-mortar shopping experience, consumers pick up the product, turn it over in their hands, and examine all angles to familiarize themselves with the item. 1WorldSync’s 360-degree image capture services provide similar results through a digital shopping experience. 

Spin imagery allows the shopper to view and evaluate your products from all angles. This method of product data presentation gives buyers the most complete, accurate perception of your goods. Because 360-degree photography increases your shoppers’ understanding of your product, they feel confident and empowered to make an informed purchase decision. 

Spin imagery communicates the value of your products and your brand, boosts customer perception, and increases conversions right from your product page. 

Product Content Accuracy 

You are responsible for providing all the data a shopper needs to learn about your product and make a purchase decision. Consumers trust brands to provide complete, accurate product content on product detail pages.

When consumers research your goods, they want to know everything possible before adding to their cart. Because they don’t have the option to study your products in person, you must give them accurate product content, meticulously covering every detail. A truthful, transparent, and accurate product description page educates the consumer and cultivates their trust. 

However, if you do not provide accurate content, everyone loses. Sixty percent of online shoppers blame inaccurate or misleading product content for one or more returns. 1WorldSync’s Online Return Survey found that 58 percent of shoppers claimed misleading product photography was a cause for return. Forty-nine percent of those surveyed noted bad specs, like sizing, dimension, and weight, as the reason for product returns. Product returns are an inconvenience for your shoppers, and lost revenue for your business. 

Product page content pushes conversions. But the buying cycle doesn’t stop there. Your content must deliver on expectations and provide information that is easy for your shoppers to comprehend. Quality, accurate product information will drive sales and increase conversions while reducing your return rate. 

Detailed Product Descriptions 

Accuracy isn’t the only hallmark of professional, trustworthy product content pages. You must provide enough information for your shoppers to fully understand your product and feel confident that they’re purchasing the right product for their needs. 

Your rich content should include images as well as product descriptions. 1WorldSync’s 2021 report found that three in four online shoppers say too few images would cause them to leave a product detail page. Additionally, more than half of surveyed online shoppers would leave a site or page due to poorly written product descriptions. 

Again and again, data proves that insufficient information on a product detail page drives consumers to other brands who can answer their questions through detailed and complete product descriptions. 

Manage Customer Reviews 

Product ratings and reviews have become one of the most influential factors in a customer’s purchase decisions. Reviews are more important than price, free shipping, and even recommendations from friends and family. In fact, 98 percent of customers deem reviews essential elements within their buying journey. 

By including customer reviews on your product pages, you present shoppers with the data they both want and trust. Consumers know that verified customer reviews are honest. A positive review compels potential shoppers to buy because they know they can trust the opinions of someone who has invested in the product themselves. 

According to one study, publishing customer reviews can increase your conversion rate by 270 percent. As you strategically structure your product detail pages, include reviews. You’ll drive product page conversions and build trust among your shoppers. 

Utilize FAQs 

When users come to your product detail pages, you should provide them with as much data as possible. FAQ sections provide ample opportunity to optimize your pages for SEO while including relevant information for shoppers. FAQs are the ideal place to include your targeted keywords within helpful content that provides value to the user. Utilize an FAQ section on your product pages to bring traffic to your site and to increase product page conversions.

FAQs allow you to preemptively answer questions about your products that potential buyers are asking. This section of your product page answers questions your shoppers may not have even known to ask. FAQ data helps you respond to your audience’s needs, educating, informing, and guiding the consumer through product details and on to purchase. 

Capitalize on FAQ sections to provide more data on your product pages. The additional information further compels shoppers to buy, increasing your product page conversion rates. 

Conclusion 

Your product detail pages will either win your sale or cause consumers to shop a different brand. To increase product page conversions, you must know what shoppers want, and you must have the tools to meet their needs. 

1WorldSync provides the resources you’re looking for to engage with consumers and increase product page conversions. Connect with our team today, and we will provide you with the solutions you need to reach your consumer and exceed your goals.