Get Added to Cart! is a new series I am starting to help you get products sold quickly and easily.
This post applies to people who have control over the colors, text, etc on their own product page.
If you own an online store (or are interested in starting one), the number one concern is whether or not you actually sell your stuff, and there is no way to do this if the customer doesn’t even put the product in their basket.
Of course there are details like ‘cart abandonment’ and such. I can’t address that here because it is a whole subject unto itself.
If you like what you see, sign up for emails and I’ll send you the next piece in this series!
Your Product Page is Holding You Back
Go look at your product page. Now ask yourself one question: have I done everything I possibly could do to facilitate this product being added to cart? The answer will probably be “NO” because you can always be improving, testing, and tweaking.
Sometimes this can become frustrating because you feel that at some point it has to be “good enough” and its time to move on. I mean, you’ve got an awesome product right? Those freaking customers can either buy it or not! Yeah, that’s all true, but I urge you to have some patience.
Some delicacy with your product page can go a long way. I’ve come up with three easy things you can implement right now.
Call to Action!
A product page is where so many impressions are formed by the customer. Many decisions are made at this point, sometimes more bad than good.
You can overcome some bad impressions, however, by having a great hook, or a call to action. It is important to ask yourself some questions when you finish making your product page:
- Do I subconsciously feel like I should buy this product?
- Where are my eyes drawn to?
- What is my gut instinct when I look at this page?
If there’s one thing that is more important than any other, it is that you need to call upon your customers to do something. What is that, pray tell? Well, for most people you want the customer to put your awesome device thing into the cart. Or your t-shirt. Or your cool handmade soap.
Customers many times have information overload. There are too many options presented. There is no telling how many times someone has been shopping online and found the perfect item but didn’t buy it because they became overwhelmed with the entire experience. But this gets to the heart of building a product page: you need to present all of the pertinent information without cluttering everything up.
And when the customer says, “I like this, I want this, I will buy it”, they need to encounter zero obstacles in carrying out that process. Lets look at some of the best ways to make this happen:
1. Button Up
Yes, button. You need to have a button that you want your customer to click. This can range from having an “Add to Cart” to “Download this eBook”, etc. It needs to say, “This is where you’re supposed to click”. Lets look at an example:
I trust Amazon to know what they are doing, and they have made the Add to Cart button stand out. It doesn’t have to be (or need to be) obnoxious, just make sure the customer has absolutely no hurdles to jump to buy your product.
Etsy has a clean, clear product page with an obvious add to cart button.
A simple “add to cart” text is not going to be enough. Most websites, like eBay, Etsy, Shopify, etc. will have these types of buttons available. Regardless of whether or not the store you use has it, I’m pointing out its importance.
Personally, I like the button design where it is kind of bubbled out to where it has a little dimension. This gives the impression that it will DO something when you click it, as opposed to a flat square.
Just my preference, and its probably not even worth the time to worry about, but you should do what feels right.
2. Color It
Use color to enhance anything you want to draw your customer’s attention to. You want it be like, “HEY! LOOK OVER HERE!”. Common sense right? Well, then make sure you do it. If you already are, congratulations. If not, there is still time.
There is much debate about which color converts the best, but I think it will be hard to ever determine whether one is better than the other.
Use one that you are comfortable with, or do like me and just go with the most popular one. I use red because I think it stands out and goes well with my navy background.
Here is an example of a bright red call to action button:
If it doesn’t really matter to you, just do an online search about which color you should use like “best color for call to action”. Here is an interesting article about it.
3. What Does the TEXT Say?
What you write in the button may not be as important as actually getting your customer to go over there and look at it, but it still makes a difference. Like the picture above, you can offer a benefit, information, or a freebie.
If it is actually adding something to cart, then the best text will still be “Add to Cart”. It is what most people expect these days. Otherwise, here are some good things to include:
- The freebie or benefit
- The action, i.e. download, get, receive
- When: Now, Instantly, etc.
For example, if I am trying to get people to sign up and my freebie is a guide like this one, then I can say, “Get My Guide Now” in the box.
Using words that the customer would say is a nifty way to get them to feel like you are helping them (which you are, they just need to feel that when they are on your page!).
If you are using a marketplace website like Etsy or eBay, then this advice will not really apply to you, although you can observe the page and see if it uses these tips. You won’t be able to change the colors or buttons or anything like that, but you have control over the photos and description.
Those websites probably have a decent call to action, but it may not be exactly what you desire. If that is the case, consider starting your own website.
I will have directions on here in the near future about how to start your online store and get traffic to it and sales. Sign up your email to get all that cool stuff.
Ideally, you already have all this stuff going for you. But, if not, then make sure to implement it now and let me know how it works. Don’t take my word for it, go out and try these principles.
Follow Me on Twitter!