7 ways to ensure your product or service pages convert
You started your business to make money, right? Are your product and service pages optimized to help ensure they get you conversions?
If your answer was anything less than an emphatic “yes”, I’m here to help. Your product and service pages are some of the most important selling tools your business has. Not only do they teach people about what you offer as a company, but they can encourage people to make a purchase. You can optimize your service pages in a variety of ways to not only improve the customer experience but boost conversions. Let’s talk about how to do it.
Always include positive customer reviews
People like word-of-mouth recommendations over just about any other type of marketing. Did you know that 72% of consumers will not make a purchase before reading any reviews? This means that, if your service pages don’t display any reviews, viewers might hesitate to make a purchase with you. If you have a lot of customer testimonials and reviews, highlight them on your website. Make sure they’re clear, legible, typo-free (don’t be afraid to make small grammatical edits if necessary) and, of course, positive.
Take a look at how Bay Property Management Group, a rental management company, includes reviews on their location-specified service pages.
Reviews for something like real estate businesses are particularly important because homeowners want to be sure they can entrust someone with the safety of their property and their reputation. Bay Property Management Group has a running carousel of Google reviews showcasing happy customers’ thoughts. Because they have multiple locations, they have reviews for each of these pages; if you have several locations, be sure to tailor your reviews accordingly. People are more likely to trust the experiences of people in their area as that’s what’s going to be most relevant to them.
H Clinical is a clinical trial provider and healthcare is a tricky field, so potential customers are going to want to know that H Clinical is a company they can trust.
The client reviews on their service pages help to show that they are great at what they do. For instance, they have a testimonial from a company they’ve previously worked for, and the technical language in the review helps address their target audience because it’s something they can understand and relate to. If you work in a field where a lot of professional or technical language tends to be used, this is a good strategy for your testimonials. In this case, H Clinical’s reviews help lead to conversions by showing that they are a trusted authority in their field.
BioClarity, a cosmetics company, also utilizes customer reviews and videos on their product pages. After showing their products and the results, they want to show that you don’t need to take their word for it — customers have even created videos and posted on social media about just how much they love the company’s products. Consider how you can use user-generated content (with permission, of course) on your product or services pages. It can do wonders for your conversion rate.
Provide a strong CTA that tells your customers what to do next
Sometimes, a reader just needs to be told what to do. This is where your calls to action, or CTAs, come in. “Sign up,” “try now,” and “subscribe” are all examples of CTAs. Usually, they’re highlighted by a button of a contrasting color, for instance. Make sure your CTAs are succinct, clear, and easy to see. You don’t always have to be so mechanical and direct — don’t be afraid to have fun with it and infuse your brand voice. That being said, a viewer should know exactly what they’re going to see after clicking that CTA.
Take a look at this example from Unbounce, who conducted an experiment with an eCommerce client on the effectiveness of different CTAs. This particular client, a major European website, sells hand-painted porcelain. In their experimental CTA, the only thing that was changed was the shape and color of the button. Notice how much more it stands out when it’s round and green. The strategy worked, and they had a 35.81% increase in conversions. Different buttons might work better for different companies; consider doing some A/B testing in order to find the best option for your service pages.
Now, let’s take some inspiration from effective CTAs.
Venngage, an online infographic maker, uses a clear and bright CTA right at the top of their service page. There are two notable things about this particular CTA: first, the contrasting color against the background and, second, the mention that you can use their product for free. These elements together make the CTA clear and enticing. When putting together your own CTA, consider what the most enticing part of your offer is. In the case of Venngage, it’s creating something for free.
Or, let’s look at how Kasala, an office furniture company, uses several different CTAs at the bottom of their office furniture page. This is an effective strategy because it targets three groups of people depending on how ready they are to make a purchase. If a customer has questions, they can contact customer service. If they are ready to see the products in person, they can visit a showroom. Or, if they want to read more about the company first, they can read their history. Consider how you can target people at different stages of the customer journey with the CTAs on your service pages. Be sure that they have a place to contact your team, make a purchase, or learn more about your products.
Make your copy engaging and informative
Your website copywriting can make or break a sale, so it’s important that you get it right! Make sure it’s engaging, useful, and reflects your brand voice. You can do this by emphasizing the benefits of your product or service, rather than the features, for instance.
Establishing a brand voice can be a bit trickier to nail. Consider working with a copywriting team to create an in-house stylebook that offers helpful guidelines. Your guide might include pointers like this:
- Confident, but not arrogant
- Conversational, but not informal
- Fun, but not silly
- Clever, not serious
For inspiration, take a look at how Dollar Shave Club makes their copy entertaining. They sell razors and bath products, which could admittedly be pretty dry. On their eCommerce page, they have a clear ask: “Tell us how you get ready.” This helps make the customer feel included and considered in the product-buying experience.
MailChimp has a lot of great, engaging copy on their website marketing service page as well. It’s broken down into sections of each of the ways they can help businesses market their eCommerce websites. Each section has a casual, engaging title that showcases their brand voice. “Create content, your way,” “Look what you can create,” and “Keep pushing forward. We’ve got your back” all get the customer to start thinking about how MailChimp can be integrated into their marketing to create the business they want.
Ensure your product or service pages provide a positive experience
You only have a customer’s attention for about 15 seconds, on average. So, if your service pages don’t provide a positive experience, users won’t stick around long enough to make a purchase.
Fortunately, there’s a lot you can do to ensure your users have a positive experience on your website. To start, make sure it’s easy to read and navigate, has a simple but effective design, and provides all of the necessary information that a customer would want before making a purchase.
Next, it’s time to take a look at your website to make sure you have a fast loading speed. You can help with this by removing unnecessary characters from code (extra spaces, hyphens, commas, and the like), compressing file sizes, and optimizing images. Start by testing your loading speed, and keep in mind that Google recommends having a page loading speed of under two seconds. Additionally, Google has a page speed loading tool that can test your loading and make recommendations that will help you improve yours.
People will want to contact you, so make it easy
If prospective customers have a question or concern about your products or services, they’ll want to get in touch with you. If it’s difficult to do this, they’ll be likely to leave without making a purchase.
Be sure to offer several types of contact options, because different people will want to contact you in different ways. Email and phone are more popular among older people, for instance, while live messaging is more popular among younger people. Providing several easy ways to get in touch with you will help to improve the customer experience and keep website visitors engaged.
For inspiration, take a look at how easy Roadside Dental Marketing makes it to get in touch with them on their SEO services page. At the very top of each page, they have their phone number and a place to click to get a free quote.
It’s easy and clear for individuals to get in touch with Roadside Dental Marketing, so they’re more likely to call if they have a question. Additionally, they have a contact form where a customer can fill in their information and note what specific advice they are interested in. This is effective in getting more conversions down the road; it’s immediately clear where you can get in contact with Roadside Dental Marketing if you like the sound of their services or would like to learn more.
Live chat can be another great way for your customers to get in touch with you. You can even use an automated live chat customer service program so your customers can get a response ASAP!
For instance, on each of their product pages, Dainty Jewells makes it easy to get in touch through instant messaging. On your first visit to their website, a digital stylist chat box pops up in the corner; if a potential customer has questions, they know where they can ask right off the bat. This is a great way to help ensure product pages for a retail store convert.
Consider what kinds of contact options your ideal customers would be interested in, and make sure they’re easy to find on your website.
Use imagery that will put a face to your business
The imagery you use on your website will have a huge impact on how your business is perceived. If people can put faces to your business, it will humanize your company and viewers will feel more connected to it. Show images of people using your products, photos of your team at work, or even stock images of the type of customers you want to target.
Take a look at how Movement Strategy, a digital marketing agency, does this on their service page. Before outlining the different types of services they offer, they show some of their work on the side of the page. They show their customers and employees working together to create the best possible product, which humanizes their business.
Similarly, Copeland Oaks, an assisted living facility based out of Ohio, is able to humanize their business on their living options page. They show various images of their residents and nurses living in their facility. Assisted living can be intimidating and scary to bring your loved ones into but, by showing their viewers actual images of their residents, it helps establish trust. This makes people more likely to contact Copeland or begin residency there.
Help prospective customers to imagine themselves using your products or services
If you can help customers imagine themselves using your products or services, they’ll be more likely to invest in whatever you’re selling. Similar to humanizing your business, this helps build an emotional connection. You can do this with the right imagery, by showing videos of how your services work, by offering a free trial, and the like.
Take a look at how Furbo does this. They sell in-home cameras so dog owners can see what their pets are up to while they’re out of the house. On their product page, they have a video example of what it would look like for a customer to watch their dogs on their phone while they’re out of the house. This makes customers wonder about what their own pups are up to each day, which helps encourage a purchase!
Or, take a look at how Nintendo uses imagery on their Nintendo Switch product page. They have a rotating series of images showing people of all ages playing with their Switches. This helps a customer imagine what it would be like to get all of their kids a Switch, for instance. Even their copy, “My Way to Play,” shows potential customers what it would be like to have their family-friendly products in their life.
Your product and service pages are some of the most important aspects of your website! If you want to get more online sales, it’s vital that you optimize them. Fortunately, there are lots of ways to do this. Take a look at your site and see where you need to improve — whether you need to enhance your imagery or copy, there’s likely something you can upgrade!