The human desire to share discoveries and emotional experiences dates back for millennia -- social eCommerce is just the most recent expression of this timeless drive. Today I want to change that by offering some practical tips about how to make your product pages more appealing to shoppers, and thus more shareable.
Step 1: Create visually arresting, high-quality images
You might think that this tip holds true only for visually focused social networks like Pinterest. In part, we agree, as demonstrated by this extensive look into how Pinterest works for eCommerce. But don’t forget that images are what get the most shares on Facebook, and the most retweets, too.
Step 2: Write compelling descriptions
Good product copy not only increases conversion rates, but makes people more eager to share the item with others. A compelling description of your product helps the buyer figure out if they want it and become familiar enough to post it on social media.
Consider having both a short version and a long version of the description on your product page. The former to grab attention and urge a buyer to check out the product; the latter to describe the item in full and make them comfortable enough to share/buy it.
Step 3: Emphasize (only) relevant buttons
Pulling off the perfect assortment of social sharing buttons is tricky. Your first instinct might be to feature a whole battery of them, to cover all bases. But you don’t want to do that: ultimately, it lowers the chances of your products getting shared.
On your product page, display only the networks your target customers use. Make them clearly visible, above the fold. And keep them away from the main call to action (“Add to Cart”) as much as possible, or your primary conversions will tank.
For something customizable that also collects and displays sharing data, try these Sharing Buttons, they check all the boxes.
Step 4: Incentivize sharing more
People are hesitant to recommend products, even ones they bought and loved. But, trust isn’t an issue here. They can trust your business completely, and still be unwilling to share your products on social media.
To get around this, make it worth their while. Offer an incentive that trumps any theoretical inconvenience. There are lots of things you can provide in exchange for a share:
- gift card
- store credit
- free shipping
You will have to experiment with different incentives to work out which ones get the most favorable response from your unique shoppers.
Step 5: Support social integration
Think rich product pins on Pinterest, Twitter cards, Open Graph on Facebook and so on. If your target social network has a certain schema that can help your content shine, take advantage of it.
BONUS: Embrace the mobile
Don’t forget that well over 50% of all traffic is now mobile, and growing. Optimizing for mobile could be one of the best decisions you make for your brand. Investing some resources to make your product pages look amazing on mobile will pay off in traffic, shares, and sales.
Whether you think of social media as the holy grail of eCommerce sales or a passing fad, you can use the steps above to create a new source of traffic (and sales) for your brand.
Just remember: put sales first. If you focus on creating a high-converting product page that makes an effort to engage and please your target customer, sharing will be easy to encourage.
More on Only Growth
If you want to know how you can optimize your page for conversions and shareability, we’d be happy to figure it out with you. Here’s how you can schedule a free, no-obligations consultation with us.
This post was written by Only Growth.