The optimal design of your product advert has a significant influence on the success of your sales strategy. With well thought-out concepts, you can significantly increase conversion rates and at the same time arouse the interest of potential customers in the long term. The focus here is on rethinking the product advert so that it is clear, attractive and user-orientated.
Rethinking the product advert: importance for the conversion rate
A product advert does far more than simply display an item. It must appeal to the visitor's interest in a targeted manner and lead to them taking action - be it clicking on „Buy now“ or making contact. In e-commerce in particular, the product advert is the centrepiece of the customer journey and often determines the success or failure of a campaign.
Important elements of a successful product advert are high-quality images, detailed and comprehensible product texts and a clear structure that gets to the heart of the matter. This creates trust and makes it easier for potential buyers to make a decision.
How you can optimise your product ad for more conversion
Concise and user-friendly design
Avoid long, confusing texts and instead focus on clear, short statements that explain the benefits of the product. An example from the fashion industry shows how an online shop was able to significantly increase conversion thanks to a redesigned product advert with clear size information and fabric descriptions. Easy navigation and fast loading times also play a decisive role in ensuring that users do not abandon the site.
A provider of technical devices also reports that the precise presentation of technical data and customer reviews means that the product advert is much better received by the target group. Structured tables with all the important information are particularly helpful here.
In the cosmetics industry, it is often shown that explanatory videos on application and results greatly enhance the product advert and thus increase the willingness to buy.
Use high-quality, versatile product images
The use of images that show the product from multiple angles has a convincing and transparent effect. A sporting goods manufacturer motivated significantly more customers to buy by using 360-degree images in the product advert. In addition, images in application situations offer customers an emotional connection to the product.
An electronics shop not only experiences an increase in conversion through improved image quality and standardised product display design, but also fewer returns because expectations are better met.
Furniture retailers also benefit: Customers can more easily visualise how the furniture will look in their rooms thanks to detailed product images and decide more quickly to make a purchase.
Integrate targeted call-to-action and social proof
The product advert should not be overloaded with too many calls to action. Clearly visible and concise buttons that lead to the purchase, advice or detailed information are more effective. An example from the electronics sector shows that well-placed CTAs in combination with customer reviews strengthen trust and thus increase conversion.
In the outdoor industry, companies also rely on elements such as „X people are buying right now“ or „Bestseller of the month“ in the product advert to reinforce purchase signals and create a sense of urgency.
The use of testimonials and reviews is also a proven means of encouraging potential buyers in their decision.
BEST PRACTICE with one customer (name hidden due to NDA contract) The redesign of the product display included the addition of video tutorials and the integration of real customer reviews directly on the product page. This led to a measurable increase in conversion rates, as prospective customers were given better insight and more certainty when making a purchase decision.
Don't neglect mobile optimisation and fast loading times
More and more purchases are being made via smartphones and tablets. A product ad should therefore be optimised for mobile devices and load quickly. A lifestyle brand recorded a significant increase in conversion by specifically adapting the product advert for mobile devices, as buyers were able to shop with equal convenience while on the move.
Slow websites and confusing mobile interfaces, on the other hand, often lead to so-called bounces.
iROI coaching as support for product display projects
iROI coaching supports companies with individual impulses and practical support in the optimisation of product displays. With a holistic view of the target group, usability and content, the coaching helps to sustainably increase conversion rates. Clients often report that the combination of strategic and technical aspects in particular significantly deepens their understanding of effective product adverts.
Personalised workshops that develop specific optimisation steps and support their implementation are particularly helpful.
My analysis
Redesigning your product advert offers great opportunities to increase conversion rates and retain customers in the long term. Important factors here are a user-friendly design, high-quality visual content and clear and targeted calls to action. Mobile optimisation and fast loading times further support this goal. Working with an experienced partner such as iROI-Coaching can effectively accompany the process and provide practical impulses. This not only makes your product advert visibly better, but also contributes significantly to your business success.
Further links from the text above:
Optimising the conversion rate in e-commerce - Adobe
Conversion rate optimisation: how it works - Latori
Conversion rate optimisation: How to increase your sales - Shopify
How conversion rate optimisation works - Revier
Conversion rate optimisation - ultimate guide - Uptain
SEO & conversion rate optimisation are connected - OMR
Conversion rate optimisation: process, measures & examples - Evergreen Media
Optimise conversion rate: 6 tips - Pipedrive
Increase conversion rate in e-commerce - Shopware
Strategies and techniques for conversion rate optimisation - Viminds
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
Deutsch 
English (UK)