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Many factors can affect the conversion rate in the View product to Add to cart step, including the product quality and target audience. In this article, ShopBase will help you analyze and optimize the rate of converting visitors viewing the product to potential customers (adding products into their cart).

In this article

A. Analyze influential factors
B. Conversion rate optimization checklist
C. Frequently asked questions and troubleshooting

A. Analyze influential factors

Factors that influence the View product to Add to cart step

Factors that can influence this conversion step include:

Product images
Product description
Product prices, promotions
Product size charts
Factors that can build trust and create urgency
Return & Refund policy, Shipping policy
Add to Cart button
Store interface on mobile devices

Analyze influential factors

If you find the conversion rate of your store is lower than expected, let's start analyzing the factors that influence the conversion step in order to come up with a suitable improvement solution.

In case the rate is low in the View product to Add to cart step, you need to check and assess the following process:

Examine the target customer group's quality to ensure that the chosen group has been effectively and correctly optimized.

If the number of customers drawn to the store's product is insufficient, the conversion rate of the product and the store will be unstable and thus cannot be accurately evaluated.
To increase the conversion rate to the next step, consider attracting more high-quality customers to view your products.
To have enough data for your analysis, you should have at least 300 customers per day.

Double check if your advertising campaigns have been edited recently.

Check information on the product page and the influential factors in section A, as this is most likely one of the reasons preventing customers from adding products to the cart.

Examine your store interface (design), product information on your store to see if they match information provided in the advertisements.

There are some cases where the product information on the advertisement page is different from the information on the product page, leading to the customers leaving the page immediately: The product images are irrelevant or of poor quality; Product information is not as described in the advertisement page; Promotional information in the advertisement page is not applicable on the product page.
Product information on the product page is insufficient: Lack of product images, or poor image quality; Some product variants on the advertisement page cannot be found on the product page; Lack of product size information; Untrustworthy product page, lack of product reviews or trust indicators, etc.
Unclear product and purchase policy.
Add to Cart features do not work or are misleading to the customers.
The product page interface on mobile devices is not user-friendly.

B. Conversion rate optimization checklist

1. Product images

Product image is one of the most crucial factor affecting the customers' purchase decision. Therefore, you need to make sure your store is providing the highest quality product images that are genuine and that attract product page viewers.

Improving the image quality.
Provide necessary images for all product variants.

Checklist:

Provide a wide variety of images in different angles of the product.
Have more than 01 image for the product.
Enable image zoom feature.

2. Product descriptions

The importance of product-related information and words cannot be overstated. High-quality information, such as the product title and description, will encourage customers to make decisions and will make them feel more secure when purchasing a product. Good product descriptions are one way to help you optimize your store's product page, allowing buyers to visualize the quality of the product when using it.

Example of short product tile and attractive product information in the description

Short product title/name.
Begin your product description with a brief introduction that will pique the customers' interest, keep them on the product page, and increase the likelihood of them adding the item to their cart.
Product description should include as much information as possible: Information related to materials, sizes, colors, and usage, etc.

Checklist:

The description should have at least 3 hooks about the product.
The product description must not contain any grammatical mistakes or typos, and is presented logically.
The product description should contain SEO keywords.
All necessary information about product sizes should be included.

3. Product prices, promotions

After viewing the product images and descriptions, the customers will take the product prices into consideration to decide whether or not they want to purchase a product.
Price information should be clearly disclosed, and all customer-beneficial promotions should be prominently displayed. This will encourage customers to buy from your website.

Example of highlighting promotions and displaying Save Tag on the product page

Checklist:

Clearly display the product prices without any hidden fee.
Include sale price, and save tag to encourage customers.
Select vibrant colors for product prices.
Offer customer-beneficial promotions.

4. Product size charts

When shopping online, customers cannot try the products in person before purchasing. As a result, your store should provide product sizing information as accurately as possible so that customers can freely select a suitable product.

Set up product size information in the right units that your target customers often use.
The given information are clear and complete.

Example of size chart clearly displayed on the product page

5. Factors that build trust

Creating trust with customers in the products you offer and the information available throughout the store is a critical factor that can influence their buying decision. To build trust with customers and increase the likelihood of them purchasing your products, you must optimize the following factors:

Reviews of customers who have previously purchased the products: These reviews will be beneficial to first-time buyers. They will read product reviews from customers who have purchased and used these products before making a purchase decision.
Display view count or review count to build trust with customers.

Example of view count and trust badges on the product page

Checklist

Add product reviews of customers who have purchased the products, and product feedbacks.
Display real-time view count.
Display trust badges, logo.
Use countdown tools flexibly to encourage customers to add products into their carts.
Add social proof notification display.

6. Product policies

Product policies and customer-beneficial promotions are frequently clearly disclosed on top e-commerce stores' websites. For example, free shipping, flexible refund and return policies, and so on. This is a great way to get more customers into your store.

7. Add to cart button

The primary goal of the product page is to entice customers to click the Add to Cart or Buy Now button. As a result, you should place this button in the most convenient and visible location on your product page.

Use vibrant colors for Add to Cart/Buy Now buttons: Prioritize the use of visually stimulating tones (yellow, red, orange, etc.).
The surrounding area should not have too many details to distract customers or reduce the prominence of the Add to Cart/Buy Now button.

An example of a vibrant red Add to Cart and Buy Now buttons

Product page interface on mobile devices

According to statistics, more than 70% of customers now use mobile devices to find product information: read product reviews, compare prices, locate stores, and so on. As a result, if your store is not optimized for mobile devices, you will most likely lose a significant number of customers.

Checklist:

Make sure that product information when viewed on mobile devices does not have any error, displaying to small or too large.
Display special layout for products on mobile devices.

C. Frequently asked questions and troubleshooting

Why is my store's product view rate high but its Add to Cart rate low?

The Add to Cart rate can be lower than standard due to the following reasons:

The product page interface is not optimized: The product information given does not match the advertising information, the image is not as described.
Prior to selling, no product analysis or research was conducted.
Ad campaigns are not optimized: Campaign's goals, target audience (age, gender, location, etc.).
Product prices are not competitive, product policy information is unclear.

Related articles

Conversion rate optimization tips for ShopBase/PrintBase/PlusBase stores
Analyze and optimize the conversion rate in the View ads to View product step
Analyze and optimize the conversion rate in the Add to cart to Checkout initiated step
Analyze and optimize the conversion rate in the Checkout initiated to Complete checkout step
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