Product abandonment is when a website visitor abandons a website from the product page. The product abandonment rate is calculated by comparing the total unique visitors to arrive on a specific product page, and the total unique visitors who then go on to complete a conversion. This valuable metric is often overlooked by marketers, yet it provides valuable insight into how effectively you are merchandising your product, and building trust in your website. We’ve already discussed the importance of leveraging professional product photos to reduce product abandonment, and this week we will focus on how the product page design can affect conversions.
Though there are many similarities between the product page and product packaging (convey quality, trust and value of the product) there is one primary difference that is often overlooked; product pages also need to reinforce the quality, trust and value of the vendor. So as a marketer, how do you simultaneously convince the consumer that they’ve found what they’re looking for, and that they’ve found the perfect place to buy it, all while keeping the design simple, clean and streamlined? Well it’s not easy, but we’ve put together a few best practices to help you reduce your product abandonment rate.
Create a Predictable Shopping Experience: To quote the Joker, ‘upset the established order, and everything becomes chaos.’ When you’re trying to move consumers down a conversion funnel, the last thing you want is chaos. By simply creating a predictable shopping experience you’ll instantly see your product abandonment rate decrease. Online shoppers have been conditioned to look for a button to click when adding and item to the cart or proceeding to checkout, so avoid providing these call-to-actions (CTAs) as text links. Always position the buttons in the same relative location on each individual product page. Also, always consider the mobile user when designing your buttons. A larger, horizontal button with plenty or space surrounding it will allow touch screen users to easily proceed down the conversion funnel.
In conclusion, proving a clean design with a clear hierarchy of information is the best way to marry trust and predictability into your product pages. Create a clutter-free, professionally designed product page design that quickly and clearly communicates value without overwhelming the online shopper, and implement this design across all of your product pages. For more information about developing effective strategies for reducing your product abandonment rate, please contact an UpSellit site abandonment strategist at firstname.lastname@example.org today.
Written by Bryan Gudmundson