Suffering low conversion rates from PDPs? Well, let’s face it, product pages are a headache. You pour blood, sweat, tears, and not to mention money, into generating traffic to these pages and the last thing you want to see is these hard-earned visitors bounce and abandon the journey. While a low conversion rate may signal an out-of-stock product or expensive price point, most of the time it’s because the page doesn’t have the necessary information that the shopper needs to persuade them to make a purchase.
PDPs are focused on driving conversions at the bottom of the funnel. The problem with this is brands are ignoring the top of the funnel and middle of the funnel shoppers – meaning these shoppers are not receiving the key information or validation needed to make confident purchases. What does this mean? They leave and run the risk of running into the arms of your competitors.
Optimizing PDPs by integrating influential and inspirational content from customers, influencers and your brand will help increase conversions and sales and ultimately help your bottom line. So let’s dive in.
The cruel truth about PDPs
The ever-evolving behavior of shoppers keeps brands on their toes. Indeed, the path to purchase is now more intricate, with more touchpoints, channels, and devices than ever before. Brands are constantly fighting for the attention of online shoppers more than ever and with this rife competition, it’s vital for your brand’s PDPs to engage, inspire, and influence shoppers whether they’re new to your brand, considering a purchase or close to purchasing.
Visitors who land on a PDP are 72% more likely to bounce than those who land on a different page. This is because these pages ignore shoppers outside the bottom of the funnel unlike higher-level pages such as your homepage. Isn’t it strange to think PDPs are supposed to support and encourage purchases, but ultimately customers are less likely to convert on these pages? That’s because product pages don’t actually allow shoppers to ‘shop’ or allow for exploration. Product pages don’t give shoppers inspiration or help them find what they’re looking for, instead they are met with a product-centric page with basic information about one particular product.
With unlimited brands and product choices at their fingertips, your brand needs to provide that winning edge that makes shoppers choose your brand and product over the competition. How? Show them why they need your product, why other customers have purchased the product and exploit raving reviews and feedback from real customers and influencers. Customers, brand ambassadors, and influencers are raving about your brand and products online but the problem is this content is hidden away on social media and not available during buying journeys to inspire the shopper to take the next step in becoming a customer.
Using content from real customers or influencers shows a real representation of the product either in their house, them wearing it, using it, or whatever it may be. It paints a picture, shows the product in use, shows the happy customer, provides the shopper with inspiration, may even evoke FOMO and ultimately encourages them to take the plunge to click ‘buy now’.
Enhance your PDPs with social proof and validation content
Maximize the success of influencer content
Influencer marketing is indeed a powerful and collaborative tool that several brands use to stay relevant and grow amidst the admitted chaos that exists in the current landscape. The industry is set to grow to 16.4 billion in 2022 up from 13.4 billion in 2021 with more than 75% of brand marketers intending to dedicate a budget to influencer marketing in 2022, according to Influencer Marketing Hub. With such significant spending and importance placed on generating influencer content, the pain point for many brand’s is, most of this content is locked away on social media channels like Instagram, YouTube or TikTok, which means you are missing the opportunity to make influencer endorsements and recommendations work even harder, getting more bang for your buck. How? By moving this content out of channel-based silos and into key touchpoints such as PDPs.
Johnson’s Baby, one of the world’s most loved and successful baby care brands, recognized this potential. With influential content available to help moms with newborns and toddlers from their customers, influencers and the brand itself they recognized the opportunity to use this content in eCommerce journeys to influence buying decisions with the help of Knexus. As a visitor is looking at a particular product, Knexus automatically matches the shopper to the most relevant influencer, UGC or brand content based on their individual profile – providing the shopper with social proof and validation without leaving the page to research elsewhere and encourages them to buy.
“We knew there was content available to help our visitors, but the challenge was how to get the right content in front of the right customer at the right time, without lots of manual resources and effort which was not economical “- Johnson’s Baby
Use UGC to showcase real people using your product(s)
It’s no secret that UGC, whether in the form of video, image or even a written review, is increasingly becoming a valuable asset for brands, but it’s how you put this content to work that will set you apart from the competition. UGC exudes trust and authenticity because it’s content created by real people, with real opinions and experiences. So it’s a no-brainer to use the voice of your customers in PDPs. Afterall, UGC on product pages shows other shoppers raving about the product they are thinking about buying, so much so that they want to show it off which may just be the push a hesitant shopper needs to make a purchase.
93% of consumers find UGC to be helpful when making a purchasing decision (Tintup)
You’re probably thinking easier said than done. That’s why brands like Lenovo, Johnson’s Baby, Acuvue and many more have adopted a dynamic, personalized & scalable approach to their content. These industry leading brands use Knexus Platform to automatically provide individual shoppers with the relevant insight and social proof at the point of conversion.
Use content from your brand to deepen the connection with shoppers
Though brand content is often deemed less trustworthy than UGC and influencer content, it can still serve you well. Yes, there’s still hope for your brand content yet and there are a couple of effective ways you can use this content to influence buying decisions.
When customers buy, they compare products more and more often based on ethics & sustainability. There is now a trend toward thinking about how each purchase impacts the global community and the plant (leading in context). Forget the content that is deemed untrustworthy and salesy. Focus on the content which shows your brand’s dedication and passion for issues bigger than the products you sell. Similarly, if your brand is aligned to a cause, don’t be afraid to share that as well, this helps to deepen the connection with your customers and builds trust.
60% of consumers want to know what brands are doing to limit their carbon footprint, emissions, water usage and damage to the earth. (Forbes)
A great example of this is Garnier’s partnership with National Geographic CreativeWorks, where they created digital episodes of their Green Beauty Campaign to empower beauty consumers to live greener. By 2025, Garnier aims to only use zero virgin plastic, empower 1,000 communities globally, sustainably source all of its plant-based renewable ingredients, and have its industrial site 100% carbon neutral – this is the type of content that will really resonate with the majority of shoppers today and give them that nudge to favor your brand over others.
Is it really a good idea to add more distractions?
On any given day, customers experience multiple distractions as they go about their online shopping. Half the time they’re scouring your PDPs while on-the-go. On one hand, there’s a school of thought that recommends not distracting the customer with too many bells and whistles on your PDPs, simply keep them focused on the basics or essentials, such as price and availability for example. However, your customers have spoken and have made no secret that feedback from real people is helpful when making a purchase decision. They do not see this as a distraction at all, they see it as essential.
93% of consumers find UGC to be helpful when making a purchase decision. (Tintup)
If you don’t want to get left behind or drive your shoppers into the arms of your competition in their search for validation, your brand absolutely has a responsibility to provide the validation they need.
- Don’t ignore shoppers outside of the bottom of the funnel.
- Use social proof from customers and influencers.
- Big up your brand beyond the products you sell; have blogs on your sustainability practices, ethics, brand ethos? Include them in your PDPs.
- Personalize the content on PDPs to each shopper.
- Adopt a personalized & scalable approach by, leveraging technology to help you scale UGC, influencer & brand content across PDPs.
The solution to enhancing PDPs
Whether you’re looking to increase direct sales from your eCommerce store or sales exits to eRetailers, it’s vital that your brand’s PDPs engage shoppers who are new to your brand or close to making a purchase. Don’t hide your most influential and inspirational content to social media or your blog, use it across key touchpoints including PDPs to encourage your shoppers to purchase with confidence.
Here are three tactics to transform your approach:
- Automate searching and tagging of all available relevant influencer, UGC, and brand content.
- Dynamically integrate content into PDPs based on each individual shopper in real-time.
- Build intelligence around each shopper and content asset to understand what motivates shoppers to convert – identifying what content drives sales.
Good news, Knexus does all of the above and more to help you reduce costs and resources, whilst successfully scaling UGC, influencer content, and brand content across all relevant areas of your site.