We like to test product pages twice with different conversion goals:
When a visitor adds an item to the cart, we get a conversion.
When a visitor completes an order, we get a conversion.
The right format and presentation of product images can mean significant increases in conversion rates. However, these types of tests are expensive due to the investment required to produce different product images. Of course, the cost will also grow as you add more products. Here are some general guidelines to consider:
Test the page with an image that shows the product in use, and then again with an image that shows the product against a plain background. Although in many cases showing the product in use helps visitors envision themselves using the product, this is not the case for all products. For example, apparel websites seem to benefit from this feature, but electronics or book websites do not see large increases in conversions.
Where should you place the hero image? Common wisdom is to place product images on the right side of product pages. But common wisdom fails to predict how visitors will act on your website. So, test image placement on the left and right to see which converts better.
If you have the software capability, allowing visitors to zoom in and examine a product closely is an excellent feature to test.
Consider including multiple images of the product. We usually recommend using three or four high-quality images per product to start. When given the option, we will go with a single high-quality image over multiple low-quality images.
Most ecommerce stores use product descriptions provided by the manufacturer. As a result, you will find the same description on competing ecommerce stores. With your best-selling products:
Test the impact of having standard manufacturer descriptions versus custom copy your team creates. What impact will that have on the micro conversion (visitors adding items to their cart)?
Test different versions of the custom copy you create. Not all copy is created equal. You might want to test technical copy versus nontechnical copy. Consider the different personas for your site and what words will have the most impact on them.
Reviews are great for increasing conversions. Many studies have shown that product reviews are responsible for up to 30% uplift in conversions. However, if you are just starting out, reviews are difficult to get. So, begin by allowing customers to add reviews to your site, but do not display them on the site immediately. When a product collects enough reviews, share the reviews with your visitors.