You’ve got the perfect product for sale at a reasonable price on your site. You’ve undercut your competitors and can even offer free delivery… so why aren’t you selling as many units as you’d hoped for?

One of the most common problems that online marketers face is generating a loyal customer base that visits the site time and again to invest in their products and services.

How can you make that happen? By making the shopping experience on your website as easy as possible for people through clear, creative web design principles.

Here are some simple steps to incorporate into your product pages to help improve conversions:

1. Visible calls to action


Consistency is essential on your product pages. Creating a user-friendly design and template for your products that can be rolled-out uniformly across your site is vital for long-term success.

Design your product pages with clear calls to action that your visitors can’t fail to notice and encourage them to buy. Have any discounts currently on offer? Make sure they’re easy to see, with large graphics alerting potential customers of the money they can save when they choose to purchase through your site.

Also make a point of highlighting on your product pages how much further you go than other online brands offering the same product. If you offer free delivery to people’s doors or include envelopes and free postage in case people require a refund, then shout about it with highly-visible calls to action.

2. Clear payment methods and easy forms

The same goes for the payment options you accept on-site. Make them as visible and as clear as possible for visitors. Put yourself in their shoes – when you want to buy something off the internet, isn’t it incredibly frustrating when you find a site that makes paying as awkward as possible?

Make the purchasing experience as painless as possible so you stay in customers’ minds as an easy-to-use, trustworthy service.

If you also feature forms on your site, make sure they’re easy to fill in and that all the information you request can be provided on a single webpage. If you make people fill out forms that span three pages, for instance, then you’re not doing your brand any favours at all.

3. High-definition images


It’s astonishing how many sites don’t provide clear shots of what they’re selling on their product pages. It’s part of the overall visibility philosophy – if your visitors can see the product they’re buying from a number of angles in high-definition detail then they’re getting a clear view of their investment and will be more likely to buy.

If you’re selling a product through your website then it’s more than likely that you have access to it. Unbox one and take photographs of it from all sides. Take photos of its key features and unique selling points, and make sure they’re large and easy for people to see on the product page.

If you can’t get a shot of the product for whatever reason then don’t panic. Manufacturers and distributors should have clear, high-definition images of the product. Get in touch with them and ask them to email you some across that you can feature on your site.

4. In-depth product descriptions

To complement high-quality product images, make sure you provide a comprehensive, in-depth breakdown of what you’re selling through your website.

The more information people have about the product the more likely they are to invest. Concentrating on underlining the product’s unique selling points, how it can make a positive difference to people’s lives, its dimensions, the long-term value of the investment and more.

Also create some unique content around specific products on your company blog or other news feed. What are the product’s five best features? Who is it best suited for? Why not do a review of the product on your blog and share it with your social media followers?

It may also be worth considering placing independent product reviews on your pages, similar to Amazon’s. Kia Motors is also using independent review site Reevoo on its model pages in a bid for greater transparency, to let real reviews by drivers give visitors a greater overview of how their cars perform.

5. Videos of the product in action

The above tips all have one key factor in common. They’re designed to provide as much information as possible to the buyer to give them greater confidence in the products you’re advertising before they decide to invest.

ImproveCRO03If you have a camcorder then why not go that little bit further and film the product in action? If it’s a product that needs some kind of assembly then take it out of the box and provide a quick demonstration of how easy it is to construct.

Film the product’s unique selling points in action give visitors more reasons to buy. Show its positives, its benefits and how it can enhance their lifestyle. Or, if you’re feeling confident, become your own presenter and perform a full-product review, comparing it against others that may be similar.

6. Keep people on your site

The best way of keeping people on your site is to link them to similar products on other pages. They may have come to a specific landing page by accident and are about to navigate away. Having a list of similar items on your product page may catch visitors’ attention and encourage them to stay on-site.

If they’ve found what they’re looking for on a specific product page, then catching their eye with similar products may convince them to spend a little bit more and explore the rest of your site and the different products you provide.

The key to keeping people on your site, though, is through creative web design that speaks to your visitors and makes their shopping lives as easy as possible.

Guide them through your site in as few steps as possible, from the product to the checkout, and watch as they tell their friends and family about what a fantastic, accessible service you provide.

If you want to find out how creative design can improve your sales and attract traffic to your site then contact us today!