How to optimize your ecommerce product pages
Optimizing your ecommerce product pages is essential for driving sales and increasing conversions. A well-optimized product page can make the difference between a customer quickly moving on to the next website or making a purchase.
Product pages have become increasingly important as people are more often shopping by search engine. Rather than first visiting an online store or a known brand by directly typing their web address or searching for the store, buyers are often searching for specific products. They leverage Google or other shopping search engines that deposit the user directly on the product page to reduce friction in the finding and buying flow.
Here are some tips for optimizing your ecommerce product pages to increase conversions and drive sales:
Use high-quality images
High-quality images are essential for showcasing your products and giving customers a clear idea of what they are buying. Make sure that your images are clear, well-lit, and show the product from multiple angles. In addition, include images that show the product in use, as this can help customers visualize themselves using the product.
Taking it to the next level: leverage video on your product pages. Stacks and Stacks reported a 144% increase in shoppers adding products to their carts after seeing a video.
Use clear and concise product descriptions
Your product descriptions should be clear, concise, and easy to understand. Avoid using jargon or overly technical language, and instead focus on the benefits of the product. In addition, make sure that your descriptions are accurate and up to date.
Let your brand shine through
There are ways to introduce some additional narrative and parts of your brand into your product pages without disrupting the shopping process. With more visitors landing for the first time on these pages, part of the story you need to tell is who you are and why they should buy your product from you over the same or a similar product from somebody else. For example, if your brand has a long history, share some of the product’s history to build trust in the quality and longevity of your company.
Include customer reviews
Customer reviews can be a powerful tool for building trust and credibility with potential customers. Make sure that you include a section for customer reviews on your product pages and encourage customers to leave reviews after making a purchase.
Optimize for search engines
Search engine optimization (SEO) is essential for making sure that your product pages are easily discoverable by potential customers. Make sure that your product pages are optimized for relevant keywords, and that they include meta tags, alt tags, and other SEO elements.
Make them fully accessible
Ensure your pages are usable by all visitors. The Website Content Accessibility Guidelines (WCAG) 2.0 presents clear guidelines organized around four content principles: Perceivable, Operable, Understandable, and Robust. Screen readers and other tools have specific requirements to ensure a proper user experience. Don’t stand in the way of a purchase by allowing inaccessible content to slip through on your product pages.
Use stand-out and explicit calls to action
Calls to action (CTAs) are important for encouraging customers to take action, such as making a purchase or signing up for a newsletter. Make sure that your product pages include clear and prominent CTAs, such as "Add to cart" or "Buy now."
Make it mobile-friendly
With the majority of online shoppers using mobile devices, it is important to make sure that your product pages are mobile-friendly. This means that they should be easily readable and navigable on a small screen, and that buttons and links are large enough to be easily tapped.
Show related products
Showing related products on your product pages can help increase the chances of a customer making additional purchases. Consider including sections for related products, such as "Customers also bought" or "You might also like."
Make sure the page load time is fast
A slow page load time can be a major turn off for customers. Make sure that your product pages load quickly, as this can help improve the customer experience and increase the chances of a sale.
Use A/B testing
A/B testing is a powerful tool for optimizing your product pages. By testing different versions of your product pages, you can determine which elements are most effective at driving conversions.
By following these tips, you can optimize your ecommerce product pages and increase conversions. Remember, it's important to be consistent in your approach, keep testing and making adjustments to see what works best for your business. A well-optimized product page can make all the difference in the world when it comes to driving sales and increasing conversions.
For a deeper dive into taking back control of your product detail pages to drive conversion, cross-sell, and upsell, register today for our upcoming webinar on March 29th.