November 11, 2022
Your product detail page is the point on your e-commerce site your potential customer sees when they want specific details about one of your products on your website. A good product detail page can be the difference between someone clicking add-to-cart or not, which is why product page optimization is so important.
As economic times get increasingly tough, beef up your product detail page with user-generated content (UGC), like customer ratings and reviews and social imagery, and functionality that converts. Make it easy for shoppers to find the information they need to make an informed and confident purchase fast. Whether they discover your product through search or on Instagram, customers should have a wealth of written and visual content available to them.
5 ways to boost product detail page conversion rate
From enabling review translation to turning your Instagram into a storefront, here’s five product page optimization tactics retailers can use to drive greater conversion on product detail pages.
1. Display shoppable visual UGC on your site
What’s better than lots of visual content across your e-commerce site or your product detail pages? Lots of shoppable visual content. Placing galleries on your product detail pages can result in:
- 250% increase in time spent on site
- 150% increase in conversion rates
- 15% increase in average order value
So compile beautiful visual content on every inch of your website — homepage, product page, you name it. Build beautiful galleries chock-full of visual user-generated content that helps people discover new products.
The best place to find impactful visual UGC is on social media. Shoppers will often tag your brand when they post one of your products. You can easily syndicate these powerful visuals (and other forms of UGC) from your brands to build gorgeous product detail pages. The visual content will help both you and your brands convert more sales.
2. Turn Instagram into a storefront
According to the 2022 Shopper Experience index, 54% of shoppers would buy a product if they could click a post and get product info directly there. Win over these shoppers by shortening the path to your product detail page for consumers who discover your products on Instagram. For example, Like2Buy turns Instagram into a storefront, where shoppers can click the link in your bio and get redirected to a site where the content they just saw on your feed is highlighted and easy to buy.
Like2Buy also extends beyond Instagram — you can make any visual content shoppable. For example, now when you post a photo on Facebook, you can easily include a Like2Buy link that directs consumers to buy the product. Product page optimization made simple.
3. Leverage customer sentiment
Leverage customer sentiment analysis with Review Highlights. Allow customers to easily filter through the most important sentiments in reviews and allow them to easily navigate reviews in a much quicker way by highlighting pros and cons of each product from the sources they trust most — other customers.
Review Highlights uses sentiment analysis to show consumers specific pros and cons of a product based on reviews. It also highlights certain features of the product, based on what past shoppers have said they enjoy the most. It gives consumers a quick overview of the most important sentiments in a review, allowing them to navigate reviews quicker.
Review Highlights works best with products that have a lot of UGC — at least 10 reviews or more. It’s a powerful tool to leverage, increasing conversion on product detail pages by 3.5%.
4. Enable review responses and Q&A
Don’t ghost potential customers. When they ask you a question, give them answers. Last year, over 4.4 million consumers submitted questions to brands. We know responding works — according to our research, there’s a 98% conversion lift and a 120% RPV lift when shoppers engage with Q&A.
And responding to reviews — especially negative reviews — matters, too. A third of shoppers don’t just want to hear from brands, they expect it. In fact, 87% of shoppers agree that a brand has to do something in response to negative reviews, and 72% of shoppers say the same for positive reviews. Responding to all UGC builds brand trust and encourages shoppers to give your brand a chance, even after reading a negative review.
5. Translate reviews
72% of shoppers are more likely to buy a product with information in their own language. Expand into new countries with confidence and without starting from scratch with UGC. The right translations provider enables you to translate reviews effortlessly to display UGC in multiple languages.
Review translations allows your consumers to easily translate reviews from one language to another on the fly, syndicating content across the globe.
Optimize your product detail page
We’ve offered five best practices based on works best for our clients, but even implementing one of these will do wonders for your product detail page conversion rate. Once your shoppers have all the information they need about your products at their fingertips, buying your products will be a no brainer.
And by using all five of these product page optimization tips, you’ll see your conversions rate soar as you build trust with customers and make it easier than ever for them to feel confident in your products. Learn more about how to optimize your product pages. Or request a demo below to get started with Bazaarvoice.
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