Maximizing the Shopping Journey: A CRO Teardown of Zara's Product Detail Page
Yvonne Wu |
February 21, 2023
Shoppers have come a long way since simply popping into the local store to make their purchases. With the rise of ecommerce, today’s shoppers are taking full advantage of all the digital bells and whistles that make up the modern shopping experience.
As a leading fashion retailer, Zara's PDP plays an important role in maximizing the user experience and converting website visitors into customers. In this blog post, we’ll take a deep dive into Zara’s PDPs - highlighting what they did well and what they can improve. Ready? Let’s go!
What We Love About Zara’s PDPs
Great Product Images
When shopping for clothes online, everyone loves a great product image - and that’s exactly what Zara offers. The brand’s PDP features many high-quality product images; they are crystal clear and taken from multiple angles, allowing shoppers to make an informed decision with ease.
Detailed Product Description
Zara provides detailed description about the product’s cut, sizing, composition and care instructions. This information helps customers make informed purchasing decisions and reduces the risk of returns.
Cross Selling Related Products
Zara’s PDPs include cross sells featured at the bottom of each product page to give customers extra options if they don't find exactly what they're looking for with the current item.
This also increases the chances of customers discovering new items they may be interested in and increasing the average order value.
Optimization Tips to Improve Zara’s PDPs
Incorporate Social Proof
One of the most effective strategies to increase conversion rates on an eComm website is to add social proof, as it can rapidly boost confidence levels and motivate people to purchase. Social proof can come in the form of customer reviews, social media mentions, or influencer endorsements - by providing this information, Zara can increase the trust and credibility of their products.
ASOS, for example, includes reviews on their PDPs above the fold. When a user clicks on the stars, they are brought to the review section on the page below the fold.
Introduce Product Videos
Introducing product videos can be a game-changer for customer experience. Adding product videos to the PDP would give customers a better idea of the product's fit and movement, further reducing the risk of returns, thus increasing conversion rates.
As an example, Zappos incorporated videos to their PDPs and found their sales increased 6% to 30% when product listings included video demos.
Highlight the CTA
Zara’s “Add to Cart” call-to-action (CTA) button on its PDP isn’t very eye-catching - it’s hard to notice it at first glance. This is something you want to make sure is prominent and inviting so that you’re pushing the user to take action - in this case, Zara definitely wants the customer to purchase, purchase, purchase!
To make the CTA more noticeable, we recommend playing around with different colors that stand out from the rest of the page.
Other ways to add more urgency to get more people to click the “Add to Cart” CTA are highlighting:
• Low inventory when there is low stock.
• Limited-time promotions during a sale.
Improve Page Speed
As users browse the web, nothing is more frustrating than visiting a site that is slow. A slow website negatively impacts conversion rates so here are some ways to speed things up:
1. Optimize Image Size
2. Utilize a Content Delivery Network (CDN)
3. Reduce Number of Plugins / Load Scripts Asynchronously
At the end of the day, there is no one-size-fits-all approach when it comes to creating an effective PDP; all websites have different needs, audiences, and conversion objectives. But hopefully this article has given you some insight into how to create one that’s optimized for conversion rates.
Want to take your website performance up a notch?
If you've been scratching your head about how to increase your conversion rates, we hope this blog post provided some clarity. CRO is a key element of scaling any website's performance and thus, revenue for the business.
It can be tricky to figure out where to start or what will work best for your specific situation - and that's where we come in. Our team specializes in doing a full audit your website and providing you with personalized recommendations that will help boost you conversion rates. So if you're ready to improve your website or landing page, contact us today - we guarantee you won't regret it!Let's Talk
Like what you see?