Product Page Optimization Guide: 14 Tips and Examples

ovqjlNovember 3, 2023

Product page optimization is one of the most important aspects of your website as an online business owner.

Driving traffic to your e-commerce website is only half the battle. That is a difficult task in and of itself, but there is much more to be done in order to generate sales.

Consider putting yourself in the shoes of the customers.

They’re obviously interested in whatever you’re selling. Perhaps they discovered you through an organic search for a product they require, or perhaps they clicked on a PPC advertisement. It’s possible they discovered your site through a social media campaign.

It makes no difference how they discovered you. What matters is that they came to your site because they were interested.

You’ve done an excellent job of organizing your website’s navigation, making it simple for visitors to find exactly what they’re looking for. This takes them to the product page, which is the focus of this guide.

E-commerce is expected to grab even more of the retail pie, with a projected growth of nearly $11 trillion between 2021 and 2025.

I’ll explain everything you need to know about crafting product pages that drive conversions.

ecommerce-projection-2025 -Product Page Optimization

What is an optimized product page?

According to Bigcommerce, An optimized product page is simply one that is designed not only to be found via search engines but also to convert browsers into buyers.

Search engine optimization will be extremely beneficial to your e-commerce business, particularly if market competition is fierce. The ultimate goal of optimizing product pages is to appear in the top results of any major search engine. There are a few methods for optimizing these pages for better search results:

  • Use high-quality images to sell products
  • Add more than one image
  • Include keywords relevant to the product in the page’s title tags and product descriptions
  • Share testimonials and customer reviews
  • Make sure image spacing is good so things aren’t too cluttered
  • Incorporate video descriptions and views
  • Consistent branding and logo placement

While driving traffic to your homepage is important, getting customers to product pages is arguably more important. These are the parts of your website that are actually selling or are working to convert visitors into buyers.
Customers are less likely to convert if these visual elements are missing. According to a recent industry study, more than three-quarters of Web users did not purchase a specific product or item because they did not recognize the logo.

Why Should You Optimize Your Product Page?

The process of improving your product page in order to increase conversions and sales is known as product page optimization.

This includes making changes to your page’s layout, design, copy, images, and other elements.

The goal of product page optimization is to create a page that not only displays your products but also encourages visitors to act and make a purchase.

There are several reasons why you should prioritize product page optimization for your online business:

  • Increase Conversion Rates: You can improve the user experience and make it easier for visitors to understand the benefits of your product by optimizing your product page.
  • Improve Search Engine Rankings
  • Increase Customer Trust: A well-optimized product page can also boost customer confidence in your brand. Providing clear and detailed information about your product, as well as high-quality images and reviews, can help to establish credibility and a positive reputation.

How Can You Optimize Your Product Page?

Here we listed the areas in which you can optimize your product page to increase conversion rates.

example We will go over a case study of walmart’s e-commerce user experience (UX)  for most of the bullet points.

1. Use Impressive Product Photos

Would you put your trust in a store that failed to photograph their products properly?
Product photos aid in the formation of your customers’ first impressions of your product. They can either attract or repel them. Customers frequently decide whether or not to continue looking by looking at your product photos.

On your e-commerce product page, use well-lit, high-quality images. They must present your products correctly. Many e-commerce store owners prefer to photograph their products against a white or light-colored background. This will assist you in maintaining consistency and emphasizing your product.

When your customers buy online, they can’t see, touch, feel, or try your products like they can in a store. That is why you should show your product from various perspectives. Before making a purchase, 33.16% of customers prefer to see multiple photos of a product.

You can even include a 360-degree shot or a video that shows off all of the important features of your product.

You should also include a few images of your product in use or in a natural setting. It allows your customers to form an emotional connection with your product by visualizing it as their own. It’s an excellent way to show visitors how to use a product to improve their quality of life.
Are you looking for a simple way to make such images, videos, and animations?

2. Benefit from Product Videos

A product video is an extremely effective tool for selling the benefits of your products.
Product videos are more than just marketing tools; they are a necessary component of online shopping.
People find it more difficult to imagine what something will look like or how it will work when shopping online, so having a short video of your product in action can really help with the purchasing decision.

In fact, 90% of people say that product videos are helpful during the buying process. 70% of marketers say that videos convert higher than any other type of content.

After watching a video, 64% of consumers are more likely to buy a product.

A good product video will show the user exactly what they need to know about how your product works.

3. Include Product Variations

Product variations are an excellent way to boost sales on e-commerce websites.
You can provide more options for buyers by offering products in different sizes, colors, or with added features.
An individual t-shirt product page, for example, could include color or design variations of that single t-shirt design.

In this Walmart example, see the below image to see the variations shown on the left side of the product image.

Products have color variations that are not “close” variations and a variation section is available depicting all variations of the product.

4. Optimize Titles And Meta Descriptions

Title tags and meta descriptions are very important in product page optimization.

Make sure you include details such as:

  • The brand of the product, including your proprietary brand.
  • The name of the product.
  • The model number.
  • Other important information (e.g., dimensions).

E-commerce stores are responsible for generating revenue from their online presence, which is frequently accomplished by optimizing your meta title and description.
This is due to the fact that the meta title appears as a search engine result snippet just below the website name and above any other results that may appear on Google’s page one.
You can use a free SERP preview tool to generate a pre-virtual search result based on your input.

5. Provide Detailed Product Content

A great e-commerce product page should include high-level information about the product in addition to product images. It is the content that informs customers about a product’s benefits and features. It may persuade them to buy from you.

Did you know that 88% of shoppers view detailed product content as being extremely important? An e-commerce product page should provide details such as:

  • A relevant product title
  • Price
  • Important features and components
  • The material of the product
  • Care and maintenance instructions
  • Information about the brand
  • Size/dimensions/capacity

Make sure that your product descriptions are polite, engaging, and personal. Explain to your customers why they should select your product over others.
You should also optimize the content of your e-commerce product pages for search engines. This will help you rank higher in SERPs and, as a result, attract more customers.

You can also help them by providing additional resources or how-to guides.
It can be difficult to write a unique product description. Keep the following considerations in mind:

  • Keep your product descriptions short and sweet.
  • Include engaging copy that speaks of your brand.
  • Optimize the content for your product page keyword.
  • Use a clear structure, headings, and bullet points to improve readability.
  • Include relevant specifications.

All of this information should be relevant, useful, and simple for your customers to understand.

6. Add Clear And Helpful FAQs

Ranking high in SERPs requires high-quality content that meets the needs of the users.
If your content is not useful to users, your bounce rate will be high, and customers may decide not to buy from you.
Most category and product pages are short on optimized content and lack a FAQ section with FAQ structured data.
They instead rely on user-generated content (UGC), which is a mistake.

Assume I have a product question and don’t want to talk to a chatbot or call customer service.
If the brand in question has created a FAQ section with answers to frequently asked questions, I and other customers can easily find the information we need.
This, in turn, assists the brand in selling more products.

7. Offer Product Size Guide

Product size guides are essential for assisting customers in determining how a product will fit them before making a purchase.
A good size guide will include detailed information about the product’s measurements and dimensions, as well as advice on how to accurately measure the customer’s body to ensure the best fit.

By including a clear and comprehensive size guide on your product pages, you can help to reduce the number of returns and exchanges due to sizing issues, which can be a major source of frustration for both customers and retailers.

Here are some tips for creating effective product size guides:

  • Provide accurate measurements
  • Use clear language
  • Offer guidance on how to take accurate measurements
  • Include visual aids
  • Make it easy to find
product size variation for Product page optimization

8. Perfect the Buy Section

The “Buy” section, also known as the shopping cart, is an essential component of your product pages.
It is the final step in the purchasing process, where customers can add items to their carts.

This section’s goal is to convert users into buyers by providing as much information as possible before they buy.
In our IKEA example, the “Add to Cart” button has distinct styling that is not shared by other buttons and clearly distinguishes it as the primary button on the page.
The “Add to Cart” button allows your customers to purchase your products with a single click, saving them time.
The product price must be clear and visible in the buy section.

As a result, it is critical that the “Add to Bag” button and price are close to each other, and that any price confusion is avoided.
Customers can save an item on their wishlist by clicking the “Save” button in the buy section.

walmart-exemple-for-ecommerce-stores-design- Product page optimization

9. Pricing & Shipping Costs

It goes without saying that you must display the price of the product that your customers are purchasing.
However, the shipping cost is one area where most e-commerce websites fall short. Very few e-commerce product pages clearly display pricing and shipping information. Typically, shipping and VAT charges are added later. This may irritate your customers.
So, what should you do in its place?
Instead, try to be more upfront about your charges from the start. Display your shipping costs as well as the total cost of the purchase on the e-commerce product page.

This will assist you in gaining the trust of your customers. You can sweeten the deal even more by providing free shipping to your customers.
Take note of how Newegg has clearly displayed its pricing on their e-commerce product page. They’ve also stated that they provide free shipping. This simplifies the process for their customers.

10.  Display the Return Policy on Your E-commerce Product Page

return policy for walmart stores- Product page optimization

Your goal should be to be as open and honest with your customers as possible. One effective method is to outline your return policy on the e-commerce product page. Your customers must be aware of the steps they must take if they wish to return the product.
At the same time, they would understand what they are getting themselves into by purchasing the product. A clear returns policy on the e-commerce product page also clarifies things for them. This can also help to reduce any conflicts that may arise after the purchase.

Walmart for example does this well on their e-commerce product page. You can conveniently spot their shipping and returns policy.

11. Minimize Page Load Times

Without a doubt, mobile e-commerce, also known as m-commerce, is growing faster than e-commerce in general. In December 2017, 82% of online shoppers in the United States used mobile devices to shop. 35% of them only shop online on their mobile devices.
Furthermore, Google announced a mobile-first indexing update. You may lose traffic, sales, and revenue if your e-commerce product pages are not mobile-friendly.

This has left you no choice but to optimize your site and product pages for mobile devices. Mobile-optimized product pages can help you:

  • Improve the overall experience of your customers
  • Help them buy from anywhere, anytime
  • Facilitate faster checkouts with digital wallets
  • But, how can you create mobile-optimized pages?

Well, you can start by designing a mobile-optimized website using a BigCommerce theme.

  • This is actually the best option for e-commerce stores as these themes are great for that purpose.
  • Many e-commerce businesses have shopping apps for both Android and iOS devices as well. These mobile applications provide an even better user experience than mobile websites.

If you have a decent budget, you can also develop and launch a shopping app to boost your e-commerce product page conversion.

12. Justify your pricing

Our pricing strategy is integrated into your product page because the price must be visible.

This is your opportunity to justify your pricing and demonstrate the value of your product.

The description, images, videos, and everything else on the page must explain why your product is priced the way it is. This is especially true for those of you who sell higher-priced products.

Look at this example from Lululemon.

Lululemon store Product page optimization

They have a quick “why we made this” description directly under the price.

In short, it explains that the product doesn’t have seams, is made with anti-stink technology, is ventilated, and is made for training.

It’s not just a regular T-shirt for wearing to bed or around the house. So the high price tag of $68 for a seemingly simple shirt is justifiable.

Without that information, consumers may be a bit more reluctant to buy.

13. Optimize For Search Engines

When we talk about the optimization of a product page, we must also consider optimizing for the search engines.

One of the most important aspects of your online business is to rank well on search engines.

The first step to SEO for product pages is to understand how search engine algorithms work and how they read your website content.

You can have a fantastic website with wonderful content and products, but if people can’t find you, you might as well not exist!

SEO is a crucial part of running an online business because it helps potential customers find and trust your brand.

Poor rankings mean that you’re not getting visibility.

What should you do for search engine optimization for your product page?

  1. Keyword Research
  2. Meta Titles & Descriptions
  3. Test your product pages
  4. Use Testimonials
  5. Page Load Time Optimization

14. Keyword Research

Keyword research is one of the most important steps when it comes to optimizing your product page.

Always use product-focused topics that users are searching for when conducting keyword research. Don’t get caught up in the volume. Consider relevance and what will actually convert.

If you have data from other channels, such as paid search, use it in your keyword and topic research, and incorporate high-CTR ad copy into meta descriptions.

Product pages have transactional intent, so make sure your landing pages are optimized for searchers ready to buy.

Conclusion

Product pages are the most important parts of your online store.

When a website visitor lands on one of these pages, they are on the verge of converting. It is your responsibility to ensure that every product page is optimized for sales.

Use this guide as a reference to ensure that your pages contain all of the necessary elements. Then, using the examples I provided, apply the same principles to your website.

FAQ about Product page optimization

What is a product page?

It is a website page that describes the specifications or specifics of a service or product. These can include the brand name, manufacturer information, features, specifications, customer reviews, and so on.

 How do you create a product page?

The following are tips for creating effective product pages:
Use quality images showing different product angles.
Maintain a consistent design on all product pages.
Indicate pricing using a contrasting color and highlight discounts or offers.
Include calls-to-action.
Leverage social proof like star ratings, reviews, etc.
Personalize recommendations.
Write informative descriptions.
Include shipping information.
Add social sharing buttons.
Use intuitive layouts.
Create urgency through sale countdown timers, low stock alerts, et

How do you create a product page in Shopify?

You can use Shopify page-building apps or create pages from scratch using the following steps:
Open your Shopify dashboard.
Pick a theme from the library.
Click on Customize, which directs you to the theme you chose.
Customize your page layout depending on your preferences.

How do you create a product page in Youcan?

Open your Shopify dashboard.
Pick a theme from the library.
Click on Customize, which directs you to the theme you chose.
Customize your page layout depending on your preferences.

 How to add products to e-commerce pages?

Depending on the platform you used to build your e-commerce page, navigate to the Store Products or Products page and click Add New.
Then, include product details such as categories, images, videos, descriptions, names, prices, inventory, shipping, and so on. You should also specify whether the product is on sale, the size and color options, and the return policy.
Finally, after you’ve entered all of the necessary information, publish your page.

How to optimize e-commerce product pages?

Using these tactics can help you optimize your e-commerce product pages:
Use consistent branding.
Include more than one high-quality image.
Use relevant keywords in descriptions and titles.
Share reviews and testimonials.
Avoid cluttered images.
Incorporate video descriptions.
Recommend, upsell, and cross-sell relevant products.
Improve page speed.
Display pricing, return policy, shipping cost, etc.
Use persuasive calls to action.
Optimize for mobile.
Create urgency.
Offer visitors the option to ask questions about the products.

 What can you test on an ecommerce product page?

Features you can A/B test on your ecommerce landing pages include:
Page layouts
Headlines
Body copy
Navigational organization
Product images
Design
CTA copy
Visual styling
Different offers
Pricing strategies
Location of sales and discount info
Prominency of the search bar
Product videos
Personalization elements
Review placements
Unique selling points
Engagement tactics like chatbots, quizzes, live chat, product demos, etc.

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