Let’s say that someone does a Google search for their desired product. They land on your product page. While they’re interested in what they see, they’d also like to browse some variations — perhaps with a different color or feature. If your product page doesn’t allow them to easily see similar products, they’ll likely hit the Back button, and you’ve lost a potential customer.

By including “breadcrumbs” on your site, such as a link to a product’s category page, and showing related items on your product page, you encourage users to continue browsing your site and ultimately make a purchase. (Learn more about the importance of good navigation.)

It’s also important to show similar items in the hierarchy and provide easy access to search results if a user performed the search on your site. This way, when browsing items from the search results page, they don’t have to perform a new search to see other options.

As we mentioned, high-quality images are essential to your eCommerce site. Consumers are much less likely to purchase items if they can’t see the details, form, or function. (On that note, be sure that your images accurately portray the product.) However, if you’d like to capture visitors’ attention more effectively, try posting a demo video on the product page.

Video content is much more intriguing than static images, and it offers an excellent opportunity to show how a product works or performs. It can be used for everything from showing how a model moves in a dress to illustrating the function of a gadget. Plus, video-based product pages set you apart from the majority of your competitors. (Get more tips for content + design strategies for your eCommerce site.)

Amazon is one of the world’s leading online retailers, and for good reason. They’ve mastered several key tactics for driving conversions. On many of their product pages, they show the following sections in addition to the basic product description and pricing block:

• Frequently Bought Together: Two similar or complementary products and the price for all three
• Compare with Similar Items: A carousel of similar products, complete with pricing, dimensions, technical specifications, and other details
• Customers who Viewed This Item Also Viewed: Another carousel of similar products based on other users’ browsing patterns

These sections seem like they’re merely providing helpful information for shoppers, but they’re actually driving sales. That’s because psychologically, when shoppers see comparable options for the item they’re interested in, they’re more likely to convince themselves to buy the item. For example, you could showcase a more expensive alternative to your product, and people will think the current product is a better deal. Or, you could show a cheaper item, and they will assume that the current product is of higher quality.

The effects of urgency on purchasing behavior are well-documented, which is why so many marketers and sales experts use language such as “Buy Now” to tap into this psychological effect. However, you don’t need to stop there. You can give your visitors the impression that your product may run out or that they may miss out on a great deal. This tactic is highly effective for helping customers go from “on the fence” to “ready to buy.”

Here are few strategies you can use on your product pages:

• Offer time-limited pricing or sales. If you’ve ever shopped on Zulily, one of the world’s most successful eCommerce sites, you’ve probably noticed that all their product listings have a countdown timer. After this, the product is ostensibly off the market. This makes shoppers feel like they want to pounce on a great deal. You don’t have to time-limit your product listings, but you can capture this effect by discounting your products for a limited time and including a timer to add urgency.
• Show how many you have left. Amazon includes low-inventory alerts on their product pages, which helps drive sales. You can put this into action on your site as well, so that shoppers will experience FOMO (fear of missing out) and decide to go ahead and make a purchase. As a corollary to this tactic, you can also list how many products you have sold in the past hour (which doubles as a form of
  social proof).

In short, it takes a lot more than great images and copy to boost your conversion rate — although those are important, too! A combination of psychological effects, immersive content, and clear navigation will optimize your product pages for more sales. Remember, the key to eCommerce success is to provide an ultra-convenient experience for your customers while addressing their problems. By following the above tactics, you will demonstrate that your eCommerce website is here to serve their needs.

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