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Guides & Advice

Adding a new product to your ecommerce site – Part Three: For conversion

By Emily Waddecar / November 29th 2018

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So, drumroll, please! The product you’ve added to your ecommerce site is now live and ready for people to buy. Yay! But before you start preparing to restock your product stockroom or warehouse, you need to step back and consider a number of things. Will the user feel encouraged to purchase it and is it quick and easy to buy?

Converting your potential customers to buy your new product is about providing them with a user experience that is engaging, quick and simple. In the third part of our three-part series about adding a new product to your ecommerce site, we look at what conversion rate optimisation (CRO) techniques can help you achieve this effectively.

Clicking on your product page

The customer’s user journey to get them to your product page and make a purchase starts when they begin searching for your product, as we explained in Part Two of this series – Adding a new product to your ecommerce site for search. But have you considered how your site link appears within the results?

  • Does your website appear to be secure or trustworthy?
  • Is the meta description for your product page engaging?
  • Will potential users be inclined to click on the page link?

You should improve your search engine results pages (SERPS) by making sure your page is formatted properly, and includes helpful information that will encourage users to move on to the page.

Part of this includes writing a good meta description for your product page. This should be between a minimum of 140 and a maximum of 320 characters. It should be engaging and accurately explain your product. It’s a good idea to also include a CTA, such as “visit our product page to find out more.”

TIP: You should consider how your SERPS look, compared with others on the results page. You can tailor yours and make it stand out through your structured data. To learn more about this, take a look at our blog, What is structured data and why it is important?

Landing on your product page

Your product page should be relevant to the information the user’s previously seen on the SERPS (which made them click), such as the meta title and meta description. In other words, it should be what they were expecting to see from their initial search.

They should know what’s coming next, so make sure there’s no hidden surprises. If a user reaches your product page and struggles to connect with your content, they’ll bounce straight off.

You also don’t want to leave your user in limbo. So there should be no dead ends. Every page needs to aid a journey and presume the user’s next step, so it’s important to make sure that your page has relevant CTAs. For instance, a link to purchase your product.

Illustration of 3 people lined up facing a brick wall

FACT: You only have a few seconds to capture your user’s attention! Making sure your product page is relevant and gives clear direction is key to reducing the amount of exit rates on a page.

Displaying USPs, offers and upselling

Your product’s unique selling points (USPs) are important to the user because it’s where they can see the details that interest them most.

TIP: If you’ve got it, flaunt it (as they say). So show off what your product has to offer. This will give you the upper hand over your competition.

A product’s USPs can also interest a potential customer, depending on what type of user they are. For instance, are they:

  • Price conscious – Looking for an offer or discount?
  • Quality conscious – Looking for signs of high-quality?
  • Time sensitive – Looking to make a purchase quickly?
Illustration of a webpage displaying various special offers

To entice such users to make a purchase, your USPs could include offers and ways to upsell your product. When done correctly, this also has the potential to increase a standard purchase into a bigger one, boosting revenue. There are different ways you can do this. For example, you could:

  • Put an offer on a specific colour, style or flavour of your product, depending on what it is
  • Offer free delivery over a certain spend
  • Give a discount or free item if the user buys two of your latest offerings
  • Put a bundle offer on your product, such as a discount if they buy it with two other items
  • You could also add a countdown clock to highlight that an offer will be ending soon

Are your USPs just too good to be true? Will the user feel they are missing out on a particular offer if they don’t purchase right now?

Offers and discounts are also a great way to tap into your target users’ personal details. All you often need from them is an email address, so use persuasion techniques such as offers to entice this from your user.

TIP: Don’t miss key opportunities to gather users’ information. Who’s to say if they don’t purchase today that they won’t be enticed back through your email marketing?

Reassuring with signs of security

If a user feels secure, they will be more inclined to purchase from you. Their user journey should also be smooth enough to carefully aid them towards your checkout page, without them having to really consider it. While security around buying your new product isn’t something a user would necessarily look for, it is something that they would subconsciously notice and this would help reassure them to make a purchase. This could include:

  • Customer reviews, like via Trustpilot, to confirm they’re legit
  • A logo of your SSL certificate, which shows it’s safe for people to make a bank card transaction on your site

Including these kind of features on your page can favour and aid the user’s journey, and help move them towards your checkout page.

TIP: Adding card and security logos can be a great way to add additional trust to your brand. It also shows the user various types of payments that you accept.

Taking the basket through the checkout

The user has now added your product to their basket and they’re just beginning the checkout process. Great! Cha-ching!… Well, no, not exactly. Don’t go celebrating just yet.

Put yourself in their shoes…

The user might decide to add more to their basket. Or realise they’ve ordered the wrong size/colour/flavour of your product and need to change it.

It’s important to keep in mind that a user won’t move to the checkout until they are 100% happy with their basket. And if they have to go back to your product page to start filling their basket again, there’s a chance they might give up.

TIP: Giving your customers the ability to add to, or adapt, their basket without having to go back to your product pages, prevents them from going backwards and pushes them forwards to make a purchase.

At this point you don’t want to surprise your user in any way, so be sure not to mention anything that wasn’t mentioned earlier? For example, springing a delivery cost on them!

Could you have made one of the worst mistakes in conversion rate optimisation?

Not making additional delivery fees clear before the basket and checkout process is a major factor for conversion loss.

FACT: Unexpected shipping costs cause 28% of online shoppers to abandon their baskets.

Illustration of people visiting ATMs which charge to make withdrawls

Remember, the user doesn’t want a surprise at the end. So if there will be a delivery charge, be sure to give them these warning signs earlier on, so they are expecting that additional cost. Better still, keep reminding them of the cost through the process, from the product page through to the checkout. A simple ‘Excluding delivery’ message is enough to cover this.

TIP: Sometimes, increasing the price of the product and offering free delivery can be more attractive to the customer than providing a cheaper product and adding a delivery fee.

Next the user realises they have to register as a customer on your site, which involves filling in an online form – just to buy that one product?!

Do you offer express checkout? Not doing this is another major factor that can cause users to abandon their basket.

FACT: Not allowing users to checkout as a guest (where they only need to provide an email address, for instance) causes 23% of potential customers to abandon their online purchase! So make sure you offer a simple guest checkout.

Then the user starts typing in their address for delivery. But they are faced with multiple fields to type their address. This process is time-consuming and can be easily avoided.

TIP: To save the user time and speed up the checkout process, consider implementing Postcode Lookup to help them find their address and fill in their details quickly.

Now you have experienced a checkout process in the user’s shoes, you can see it can be a frustrating experience. The key to a successful checkout – like the whole of the conversion process – is keeping it quick and simple.

So be helpful and clear. Tell the user what to do, signpost where they need to go, and…

CONGRATULATIONS! Your customer has successfully purchased your new product!

Enticing people to buy your new products – converting users into customers

Getting conversion rate optimisation and user experience right is essential when adding a new product to your ecommerce site. From making your product page stand out online, to attracting your target audience to make a purchase, and providing a quick and easy checkout process – there are many ways to convert your site users to buy your latest offering.

We’d love to explore how our conversion rate optimisation and user experience team could help sell your products, increase your customers, and deliver results for your business. To arrange a brief telephone conversation with a member of our team, call 08447 550 350 or get in touch.