There’s no argument that the homepage of an ecommerce website plays a major role, but it is the product page that is ultimately responsible for making sales. And a poorly optimized page is the biggest catalyst for failure.
We interviewed successful ecommerce store owners from various fields to find out how they organized their product page.
Based on their answers, we created a list of top 24 ways to optimize your product page. Let’s take a look:
1. Engaging Title
The first thing that should be focused on, in order to optimize your product page, is creating an engaging title. This is the hook that will help you reel in potential buyers. Aside from the product thumbnail, this is what people will see when browsing.
That is why it is crucial to assign titles to products that tease the visitors about what the product has to offer.
2. Page Speed
Speed matters when it comes to websites. Whether if it’s an ecommerce site or not, slow loading speed will drive users away.
Having faster pages mean people will be able to navigate quicker throughout your store and find what they like.
A great way to improve usability and optimization is by adding a breadcrumb. This assist people to navigate through your website and keep track of where they are.
Unlike general business websites that have few pages, ecommerce pages need it to keep things organized.
4. Color Optimization
Colors are more than making the page look pretty. It is also used for directional cues. Colors divert our attention to the elements that should be focused on.
Complementary colors will aid customers in paying attention to what is important, as well as increase user experience.
5. Strong CTA
The ‘Buy’ or ‘Add to Cart’ is the most important component of your product page. The goal of the product page is to drive potential customers to make a purchase. This call-to-action is the primary catalyst for doing that.
The CTA should be clear and distinguishable from rest of the page. It needs to be prominent in size and shape without obstructing the UX of the page.
6. Create Urgency
We, humans, are impulsive. Buying things on a whim is a common trait for most of us. To optimize your product page, store owners need to capitalize on this aspect of our personality by instilling a sense of urgency.
Displaying how much time there is left on a certain sale or product availability will motivate the potential buyer. Customers will feel that time is running out to make a great purchase.
7. Simpler Cart
To maximize your product page optimization, customers should be able to get a preview of their items in the cart from anywhere on the page. A quick preview of the cart alerts the user about what has been added and lead them to the checkout in a quick manner.
8. Detailed Product Description
A detailed product description increases the trustworthiness of your store along with the product. Customers learn exactly what the product has to offer by reading the description.
Various components and aspect of the product should be displayed so that customers can make an informed decision. This helps you in rising through the search engine rankings.
9. Pricing & Shipping Information
Going along with the concept of trustworthiness, providing clear pricing & shipping information is crucial for transparency.
This includes additional cost for shipping, expected arrival date, express shipping cost, VAT etc. Being upfront about it only increases your value to the customers. They can rely on your store and free you from any liability.
10. Clear Return Policy
Another aspect critical to the goodwill of your online store is the return policy. Customers expect a proper return policy if something is amiss with the product. Thus, it contributes largely to the user’s experience.
A place should be designated clearly stating the return policy of the sold products. Using simple words and short sentences is best for this type of content.
11. High-Quality Image
Product photography is an underrated aspect of ecommerce. Many entrepreneurs either use stock photos or unflattering images to display their product.
What they don’t consider is, aside from the product page itself, the images will be shown throughout the web on social sites, Google search and others.
Using high-quality visuals in ecommerce entices the users as well as makes the product lucrative to those who see it.
12. Right Image
Using just high-quality images for your products isn’t enough. You also need to use the right image if you want to truly optimize your product page.
The ‘right’ image for a product is the image that will be most effective in attracting the customers. Along with product photography, the image gallery should have pictures of the item being used to tempt them.
13. Product Customization
Different people have different tastes. Some prefer the color blue for their tie, while others prefer red. Allowing customers to see products in different shapes, colors or sizes encourages them to make a purchase.
With a simple click of a button, the color or shape of the product changes and the customer can view what it’ll look like.
14. Zoom-in Capability
Another handy feature that is important to improve the user's experience and optimize your product page is the zoom-in function. Allowing users to hover over the image and getting a closer look is a neat little feature. This minor feature hastens the whole buying process and improves conversion.
15. Currency Converter
The goal is to have a thriving successful ecommerce business. That could mean crossing boundaries and cater to people from other places. Even your local region might be a tourist hotspot and require you to deal in different currencies.
Incorporating a simple currency converter on your product page can go a long way for optimizations. People won’t have to bring out their calculator to find the cost of the product they like.
16. Product Suggestion
Related products or product suggestions are a great way to encourage more engagement and upselling. Based on the customer's interaction with the site, presenting related items can motivate them into spending further.
Even if that action is not immediate, it will create a pipeline for future purchases.
17. Product Reviews
How do we decide if the product we are viewing is good or not? We look for people who’ve had previous experience with it.
Reviews or Social Proof are great for dismissing potential customers fear. First-hand experiences and testimonials work wonders for building consumer trust. It also encourages others to try it out.
18. Product Rating
Most of the times people won’t have the time to go through each and every review. Instead, they’ll look for ratings that quickly give them an idea about the experience of the users. Product rating is a type of badge that can highly improve the optimization of the product page.
The ratings can be displayed on Google to attract a maximum number of visitors to your product.
19. Updated Product Pages
Keeping your product pages updated is essential, both for visitors to your site and for ranking in Google. Price of products changes constantly. If your pages aren’t able to keep up with the changes, they’ll be discarded by all.
Continuously updating your product pages ensures that users are able to get the latest information regarding the product, pricing or shipment.
Having issues in during the buying process are nothing new. That’s why FAQ pages are for. But some issues require direct interaction with the stores representative.
Either getting a dedicated in-house expert or an installing a Chatbot to solve minimal issues is a great way for increasing user experience tremendously
21. Linked to Official Pages
Most of the product available today have official pages or sites created by the manufacturing company. Adding the official link of the product to the page enhances its credibility.
Users are able to visit the website if they need to inquire further and gather more information.
22. Mobile Friendly
More than half of the total web traffic today come from mobile devices. Google recognizes that and has introduces its Mobile-First Index update. As such, making your product pages mobile-friendly is of utmost important. Ignoring mobile responsiveness will penalize your pages in SERP.
There are many parts and pages in an ecommerce store. Consistency should be maintained throughout all of it. From design to content, no product page should be miles apart from each other.
Dissimilarity in pages will put off users and reduce the optimization of your product pages.
24. SEO Practices
At no point in time should the fundamental SEO practices be ignored. These are the building blocks to optimize your product page. It’s affordable and will sustain in the long run.
As the product pages are optimized for both people and search engine, SEO tactics will play a major role in ranking them higher.
Here you go. The top 24 ways to optimize your product page. Alone, the tips mentioned here won’t have that much impact. But if implemented together, they can effectively increase your online visibility and conversion rate.
Now’s the time to implement the topics discussed here and see the results.
Let us know how it works out for you in the comments.
Liakat Hossain is an eCommerce consultant & digital marketing specialist at WebAlive, a company that is renowned for creating innovative web design in Melbourne or any part of Australia has ever seen.