In the previous story, we covered some important details on how to make your online store homepage more optimised for conversion. And in this story, we are going to focus on the product page only. If you haven’t checked the live stream yet, I highly recommend you do.

How can we do that?

1. Avoid distractions around your Call to action button! — Do not fight for users' attention and do not overwhelm them with a bunch of information on such an important and stressful part of their journey — the purchase.
2. Give priority to clear background product images over other images with models or props.
3. Make your CTA easy to spot — do not overcrowd the space for decision-making with different types of policies, for example.
4. Learn from the best — Amazon is a great example to focus on what you get and what you pay for. Bring attention to the value rather than the price when it comes to using proportions.

5. If you can, show an anatomical image of a product, such as a watch, that can increase confidence in the product by displaying its internal components. If you can show that. If you go the extra mile, you can create a mini infographic and show each of the elements and their name. This could be a great moment to educate new clients.

6. “Try before you buy” — it is a great addition to persuading a customer to spend extra time evaluating your product, but you should be careful where you position this message. For example, avoid putting it as a button and too close to final CTAs for purchase like “Add to cart” or “Buy Now”. This might end up being too distracting and cause decision fatigue.

7. Be consistent in your copy — make sure you do not mix terms like “free” and “Elite collector’s” *insert product* and then show a price of $99.

8. Avoid using dark UX practices — adding a decreasing progress bar to your product page with a warming message that only X amount of products are left in stock is pure manipulation. This specific practice is called False Urgency.

False Urgency. means falsely stating or implying a sense of urgency or scarcity so as to mislead a user into making an immediate purchase or taking an action.

9. Answer all customers' questions beforehand — do not wait until your user gets to the product page to answer all questions or potential objections. Ideally, you can do that throughout your website with different banners and sections. Even adding a FAQ is a good option, the tricky part is where to locate it.

Would you like to learn what are common dark UX patterns so you can avoid them? Send me a message! ☺️

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