While all the pages of your Shopify online store are important, your product pages are arguably some of the most crucial pages that make or break your online business experience.
Your product page is where customers learn more about your products by viewing photos, product descriptions, and customer reviews. Product pages should contain all the elements needed in order to persuade customers to add to their cart and proceed to checkout.
However, more online store owners don't give the deep consideration needed to craft highly optimized and compelling product pages. In this article by Ecommerce Pro, we talk about the 8 elements you need to incorporate in order to have an optimized and highly effective product page that potential customers will find compelling enough to hit Add to Cart.
This post delves into some of the tried and true strategies we use to optimize your Shopify online store product page. Our aim is to guide you in crafting a compelling product page that highlights your products and enhances your conversion rate. From writing captivating product descriptions to uploading top-notch images, we'll provide comprehensive insights to help you design a product page that excels in driving sales.
Let's get started!
What is Product Page Optimization?
To kick off with the basics, we answer what product page optimization is and why it's important to Shopify online store owners.
Product page optimization is the practice of enhancing various elements of your product page, including the layout, design, copy, and images. These enhancements are done to boost your conversion and sales.
The main objective of product page optimization is to craft a compelling web page that not only showcases your products but also motivates potential customers to take the desired action, which is completing a purchase.
Prioritizing product page optimization for your online business is important for several reasons. We list a few below:
- Boost Conversion Rates: Optimizing your product page enhances and even streamlines the user experience, making it easier for visitors to quickly comprehend the advantages of your product, leading to better conversion rates and sales.
- Enhance Search Engine Rankings (SEO): Product page optimization is also done with the intention of enhancing SEO, helping you enhance your visibility on search engines like Google. Search engines, such as Google, favor websites that deliver exceptional user experiences.
- Foster Customer Trust: A well-optimized and professional product page contributes to building trust in your brand. Providing transparent and all the necessary information about your product, accompanied by high-quality images and customer reviews establishes credibility and a positive reputation. This will help you build on customer trust.
Read about our 8 Expert Tips for Your Small Online Business.
Here are 10 ways to optimize your product pages for better conversions:
1. Use Call to Action (CTA)
Call to action or CTA is a standard feature of all online stores, and your product page is a prime place to display CTA. CTAs serve to guide your site visitors down the sales funnel, and that’s why they are so integral to every Shopify online store. Your product page’s CTA buttons serve as clear instructions to guide visitors on the next steps, whether that's to "Buy Now," or "Add to Cart”.
Effective CTAs increase user engagement while also inspiring users to take action. By providing powerful text that encourages action, CTAs are part of product page optimization because they reduce decision-making hesitancy and friction, leading your store visitors and turning them into paying customers.
2. High-Quality Product Photos & Videos
The importance of high-quality product images and videos to online shopping cannot be overstated, making adding quality images a prime strategy for optimizing your Shopify online store’s product pages.
For increased conversion rates, having high-quality photos and videos is fundamental to online stores because of the limited nature of online shopping. Unlike physical shopping, customers can't experience your product up close and personal, so they need to rely on images and product descriptions to get as much detail about your products as possible.
Moreover, in the age of photo and video sharing, clear and detailed product photography makes your products look more attractive and appealing to customers. Because of this, opting for only high-resolution images and videos that vividly showcase your products is one of the best ways to optimize your product pages for better engagement and conversions.
3. High-Quality Product Descriptions
High-quality product descriptions is another must when it comes to product page optimization for your Shopify online store. Just as product images serve to deliver visual information, product descriptions take it further by highlighting all of the key features and details, benefits, and use cases of your product. Product descriptions offer a wealth of valuable information to your customers, helping to inform, engage, and persuade customers to buy.
By optimizing your product pages with high-quality product descriptions, you’ll be highlighting your product features, benefits, use cases, and unique selling points, helping your potential customers understand how your products can solve their pain points and how it can enhance their lives, allowing potential customers to make confident and informed purchase decisions. Without all the pertinent product details in your product descriptions, customers will be less sure what they are getting, negatively impacting your conversion rates.
4. Display Customer Reviews
Customer reviews and testimonials are one of your greatest assets when it comes to product page optimization. User reviews serve as social proof and as genuine endorsements by verified customers who have bought and enjoyed your products.
Remember that modern online shoppers today are also avid researchers, and reviews and testimonials are key sources that potential customers rely on to influence their buying decisions, often reading the experiences of other users before committing to a purchase.
When potential customers read about the positive experiences others of had about your product and store, they’re more likely to feel confident about making a purchase and increasing your conversion rates in turn.
With that said, it's important to gather customer reviews and testimonials, and to keep them updated and prominently displayed on your product page. The Shopify App Store has many apps that help you capture reviews that you can integrate into your store.
Read about the 10 Best Shopify Apps to Help Your Ecommerce Store Grow
5. Display Trust & Security Badges
Another way to optimize your Shopify store’s product page is to display trust badges. Aside from product reviews, trust badges also help you earn your potential customer’s trust. You can display trust badges and earn various security certifications that should be clearly displayed on your website and product pages, where customers can easily spot and recognize them.
The reason why it's important to build trust between your store and your customer through the product page is that online shoppers often feel a sense of online shopping anxiety, especially when dealing with an online shop that they are using for the first time. Trust badges and security certificates help alleviate some of these concerns, encouraging customers to trust you and make that purchase.
Find and compare the best Shopify apps on Ecommerce Pro’s FREE Shopify App Comparison Tool.
6. Product Recommendations
Having a system of product recommendations, or upselling and cross-selling on your Shopify store’s product page is a great strategy for increasing AOV or average order value. The purpose of product recommendations is to offer your potential customers complementary or similar products to the ones that they appear interested in, boosting the likelihood that they will also buy complimentary items, and therefore spend more on your store than they originally intended.
To get a good idea of product recommendations and strategies like upselling and cross-selling, just visit Amazon’s website where they have been employing the strategy successfully for years.
Here are some examples of Product Recommendation types that you can employ to optimize your product page:
- Frequently bought together
- Others also bought
- Previously viewed items
- Trending products
- New arrivals
7. Optimize Product Page Layout
All the elements we’ve talked about so far are equally important, and so is the way that they come together across your product page in the form of a layout. A well-designed Shopify store’s product page layout enhances the customer experience by seamlessly guiding them through all the information they need to take in about your products.
Layout and design have a big impact on how potential customers feel and react to your online store. The best product page layouts are clean and organized, layouts that prioritize key informative elements like your product images, descriptions, and pricing. You’re called to action buttons should also be clearly displayed with navigation elements also clear and easy to follow. Additionally, ensure that the layout is responsive and can adapt to various devices aside from desktops, like mobile phones and tablets.
Moreover, it's important to continue to regularly test and refine your product page layout based on user behavior analytics to further optimize your product page’s performance over time.
8. Optimize Your Product Pages for Search (SEO)
Your Shopify store product pages are rich with built-in SEO features that you need to take full advantage of in your journey to optimizing your product page. Optimizing your product pages’ SEO will enhance your overall online visibility, helping customers discover your products from the front page of the SERPs through search engine sites like Google. Optimizing for SEO on Shopify includes search engine-optimized product descriptions, images, and more.
Here are just some key built-in SEO features that you can take advantage of on Shopify product pages to improve your search engine rankings.
- Customize meta Titles and Descriptions: Customize meta titles and meta descriptions for each product to include some relevant keywords and concise information about your products.
- SEO-Friendly URLs: customize URLs to be SEO-friendly.
- Image Alt Text: Add descriptive alt text to your product images to improve your chances of your images appearing in relevant image search results.
Read our blog post on 5 Ecommerce SEO Tips for Beginners
Optimizing your Shopify online store’s product pages is an important and crucial undertaking that can make all the difference when it comes to impacting your sales. While all the pages of your online store are important, product pages deserve a little more attention and fine-tuning as they do play a pivotal role in shaping the overall customer journey and buying decision.
Crafting compelling and highly effective product pages involves a multi-layered approach that is covered at length in this article that highlights the importance of CTA, product imagery, product descriptions, and more, helping you understand some of the elements of what makes a great product page.
Remember that a well-optimized product page serves as a powerful tool in driving sales for your Shopify ecommerce business, so definitely put some more thought into the state of your product pages and consider how you can refine and perfect them to enhance your customers’ shopping experience.
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