The Art of PLPO: Product Landing Page Optimization

June 27, 2019
access_time
5
min

Product Landing Page Optimization, or PLPO (yes, we just made that up), should be a core part of your sales & marketing strategy. When you consider the bulk of your inbound traffic will end up on your product pages, it’s essential that you make a great first impression and get your visitors converting.

To that end, we’ve compiled some essential strategies you can start working with today:

PRODUCT IMAGES

When you get down to it, your images are probably the most important aspect of your product page. Shoppers can’t touch, smell, or interact with what you’re selling beyond the visuals you share. That means you have to ensure your photos are optimized to cast the best light on your products.

Tips:

  • Make sure you’re using multiple high-quality images, from various perspectives, if possible.
  • If it makes sense, use people in your images but avoid heavy use of stock photos. Also, consider where they’re looking as viewers tend to look in the direction the individuals in pictures are looking.
  • If you’re using high-definition images then consider using a zoom feature so your customers can see your products up close.

VISUAL HIERARCHY

The other aspect of the visuals you need to optimize, beyond the product images, is the overall hierarchy of the page itself.

Tips:

  • Studies have shown that people tend to view the left side of a page first and far more than the right side.
  • With that, keep the most important content “above the fold”, meaning at the top of the page and not requiring the need to scroll to read it.
  • Believe it or not, you’re more of an m-commerce business than an e-commerce one. To that end, make sure your design is responsive and optimized for mobile shoppers.

PRODUCT DESCRIPTION

After the visuals, the next important thing is the written communications you’re including.

Tips:

  • What should you write? Well the more pertinent question is, “who am I writing for?” If you’ve put together a customer profile for your ideal customer and performed your customer journey mapping, you should have a good idea of which benefits to feature, the tone to use, the “story” you want tell, and which keywords to use. No matter what, be concise, structured, and natural.
  • Did you know how influential customer reviews can be? According to some recent surveys, 90% of customers say buying decisions are influenced by online reviews and 88% of customers trust online reviews as much as personal recommendation. Make sure you add them to your product pages.
  • As they say, “Video speaks louder than words”, or something like that. Either way, adding videos that showcase or relate to your product or service can boost your conversion rates much more than any compelling texts can.

USABILITY

Once you’ve gotten the content optimized, move onto strengthening the functionality of your product page to increase satisfaction, retention, and your overall marketing efforts.

Tips:

  • Don’t hide your out of stock products. Add an option for them to be notified once it comes back into stock and don’t forget to use this opportunity for some upselling or cross-selling.
  • Going a step further, offer a means for your customers to add items to a “Wishlist”, which gives you a means of getting their contact information, a basis for reconnecting with them, and more data to fuel your future marketing efforts.
  • Give some room to your buttons or CTA’s, eliminating clutter and providing user-friendly functionality, depending on your business. Check out this great guide for more tips and strategies.

PERSONALIZATION

Not much can improve your customer satisfaction better than providing a truly personalized shopping experience. Best of all, it’s not that hard  

  • Providing costs and fees in YOUR local currency may make sense for you, but many times it won’t for your customers. Add a currency converter that allows shoppers to change the displayed currency or take advantage of plugins that will do it automatically.
  • Speaking of location, shipping rates should automatically reflect their location and including their delivery time directly on the landing page will make a big difference.
  • There are now AI-powered marketing tools, like Samba, which handle all personalization, from welcome campaigns to recommended products automatically, in real-time and with no input needed from you as it’s all based on your customer’s preferences and interests

TEST, TEST, TEST

  • You’ve probably heard of heat maps, but what about scroll maps, confetti maps, or overlay reports? These are all different ways to analyze how your customers are viewing and interacting with your product page and there are free and/or easy-to-use solutions for all of these out there.
  • Survey your customers to get their thoughts, frustrations, and experiences regarding the user experience with your product pages. Armed with that information, you can try to fix what isn’t working, expand what is, and repeat the process. Don’t forget to incentivize the survey to give them a reason to shop again.
  • Remember when we said you’re primarily and m-commerce retailer now? Well the only way to ensure your mobile shoppers are getting the user experience you want is to test it out on mobile. While there are a number of ways of doing this, check out mobiReady or have a look at the mobile user data via your Google Analytics.

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