{"id":3441,"date":"2021-05-21T11:43:43","date_gmt":"2021-05-21T09:43:43","guid":{"rendered":"https:\/\/startupxplore.com\/en\/blog\/?p=3441"},"modified":"2021-05-24T09:30:19","modified_gmt":"2021-05-24T07:30:19","slug":"7-ways-to-ensure-your-product-or-service-pages-convert","status":"publish","type":"post","link":"https:\/\/startupxplore.com\/en\/blog\/7-ways-to-ensure-your-product-or-service-pages-convert\/","title":{"rendered":"7 ways to ensure your product or service pages convert"},"content":{"rendered":"\n

You started your business to make money, right? Are your product and service pages optimized to help ensure they get you conversions?
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If your answer was anything less than an emphatic \u201cyes\u201d, I\u2019m 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<\/a> but boost conversions. Let\u2019s talk about how to do it. <\/p>\n\n\n\n

Always include positive customer reviews<\/h2>\n\n\n\n

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\u2019t 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\u2019re clear, legible, typo-free (don\u2019t be afraid to make small grammatical edits if necessary) and, of course, positive. 
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Take a look at how Bay Property Management Group<\/a>, a rental management company, includes reviews on their location-specified service pages. 
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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\u2019 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\u2019s what\u2019s going to be most relevant to them. 
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H Clinical<\/a> 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.\u00a0
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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\u2019ve previously worked for, and the technical language in the review helps address their target audience because it\u2019s 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\u2019s reviews help lead to conversions by showing that they are a trusted authority in their field.
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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\u2019t need to take their word for it \u2014 customers have even created videos and posted on social media about just how much they love the company\u2019s 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. <\/p>\n\n\n\n

Provide a strong CTA that tells your customers what to do next<\/h2>\n\n\n\n

Sometimes, a reader just needs to be told what to do. This is where your calls to action, or CTAs, come in. \u201cSign up,\u201d \u201ctry now,\u201d and \u201csubscribe\u201d are all examples of CTAs. Usually, they\u2019re highlighted by a button of a contrasting color, for instance. Make sure your CTAs are succinct, clear, and easy to see. You don\u2019t always have to be so mechanical and direct \u2014 don\u2019t be afraid to have fun with it and infuse your brand voice. That being said, a viewer should know exactly what they\u2019re going to see after clicking that CTA.
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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\u2019s 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.
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Now, let\u2019s take some inspiration from effective CTAs. 
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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\u2019s creating something for free.<\/em>
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Or, let\u2019s look at how Kasala, an office furniture company, uses several different CTAs at the bottom of their office furniture page<\/a>. 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. 
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Make your copy engaging and informative<\/h2>\n\n\n\n

Your website copywriting can make or break a sale, so it\u2019s important that you get it right! Make sure it\u2019s 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.
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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:
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