What is Product Page Optimization? Why Should You Optimize Your Product Page?
Product page optimization is the process of improving your product page in order to increase conversions and sales.
This involves making changes to various elements of your page, such as the layout, design, copy, images, and more.
The goal of product page optimization is to create a page that not only showcases your products, but also encourages visitors to take action and make a purchase.
There are several reasons why you should prioritize product page optimization for your online business:
➢ Increase Conversion Rates: By optimizing your product page, you can improve the user experience and make it easier for visitors to understand the benefits of your product.
This can lead to higher conversion rates and more sales.
➢ Improve Search Engine Rankings: Search engines like Google prioritize websites that provide a great user experience.
You can improve your search engine rankings and attract more organic traffic to your site if you optimize your product page.
➢ Stand Out From Competitors: With so many online businesses competing for attention, it's important to stand out from the crowd.
By optimizing your product page, you can create a unique and memorable experience for your visitors, setting yourself apart from your competitors.
➢ Increase Customer Trust: A well-optimized product page can also increase customer trust in your brand.
Providing clear and detailed information about your product, along with high-quality images and reviews, can build credibility and establish 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.
We will go over a case study of IKEA’s e-commerce user experience (UX) performance conducted by Baymard for most of the bullet points.
Let’s begin!
1. Enhance Page Layout
When you are creating a product page for your eCommerce store, there are many elements to consider.
One of the most important criteria is the page layout.
The way you lay out each section on your product pages is extremely important, and the design of this area can have a massive impact on how well it converts leads into sales.
Usually, e-commerce websites use the conventional layout: put image on the left, and the text to the right. This is still acceptable.
Take a look at the IKEA product page for a rug.
In the page layout, you should use high quality images. No exceptions.
Product images are VERY important. In fact, 75% of online shoppers rely on product photos when deciding on a potential purchase, according to an article on the impact of product images.
2. Better Product Title And Description
When writing product descriptions, it's also helpful to include keywords that represent the product.
Not only do your customers want to find what they're looking for, search engines like Google will rank your page higher if it contains relevant keywords.
Product descriptions give customers more information about the product than an image alone can provide.
It’s a good idea to have a short and sweet product description above the fold which is easy to scan quickly, and then a longer, more detailed version further down the page for customers who want more information.
See the below image for an IKEA example taken from Baymard. You can see the extensive product details on the product page.
In the same example of IKEA, the product page does not have product-specific Q&A or FAQs.
It is not a bad idea to add a short and clear FAQ for the product page. Some FAQ questions might be:
- How do I place an order?
- Is there a minimum order requirement?
- What payment options are available?
- Will I get my product on time? How about free shipping?
3. Refine Product Images
A good image taken with sufficient lighting will have a crisp, clean look to it, as opposed to being blurry or dull.
In order for your product page images to be successful they need to have the following qualities:
- Good Lighting
- Proper Focus
- High Resolution Image
- Proper Cropping/ Size of Image
Scalable images are also highly recommended in order to get customers' attention more.
In our example, you can see there are many images showing the product on each angle and instance.
4. Benefit from Product Videos
A product video is a very powerful tool you can use to sell the benefits of your products.
Product videos are more than just marketing tools, they are an integral part of online shopping.
When people are shopping online it is harder for them to imagine what something will look like or how it will work, so having a short video of your product in action can really help with the purchasing decision.
A good product video will show the user exactly what they need to know about how your product works.
In the IKEA example, there is no product video. Yet, it showcases specific product features and scale with use-cases.
5. Include Product Variations
Product variations are a great way to increase your sales on e-commerce websites.
By offering products in different sizes, colours, or with added features, you can offer more choices for consumers looking to buy.
For instance, an individual t-shirt product page could include colour or design variations of that single t-shirt design.
In this IKEA example, see below image to see the variations are shown on the right 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.
In our IKEA example, products come in different color variations shown on the same page and when you click to different color options, the main product image changes.
6. Offer Product Size Guide
Product size guides are essential to help customers understand how a product will fit them before they make a purchase.
A good size guide will provide detailed information about the measurements and dimensions of the product, as well as advice on how to take accurate measurements of 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
7. Perfect the Buy Section
The "Buy" section, also called the shopping cart, is a vital part of your product pages.
It's where shoppers can add items to their carts and it's the final step in the purchasing journey.
The goal of this section is to convert users into buyers by giving them as much information as possible before they buy.
In our IKEA example, the "Add to Cart" button has unique styling that isn't reduced with other buttons and clearly distinguishes it as the page's primary button.
The “Add to Cart” button ensures that your customers can purchase your products at just one click and saves their time.
In the buy section, product price must be clear and visible.
Therefore, it is also important that the “Add to Bag” button and price must be near each other and you must avoid any confusion that will happen about the price.
In the buy section, there is also a “Save” button in order for customers to save the item on their wishlist.
The IKEA site offers a save feature and customers can save the item without creating an account.
However, there is no clear description of what that button does.
How long can they save the item? What happens when they click that button?
8. Clear Shipping and Return
When shopping online, customers want a hassle-free experience from start to finish. Clear shipping and return policies are key to achieving this.
By providing transparent information on shipping fees, delivery times, and return procedures, customers can make informed purchasing decisions and feel confident that their needs will be met.
Clear shipping and return policies also help build trust and loyalty with customers, encouraging them to return for future purchases.
Let’s see what IKEA product pages do.
We can see that there is no shipping cost or calculator available on the product page at all. And the return policy is only available in the footer.
Also, on the price section, there is no indication of the shipping costs and any other information.
If the site has physical stores, they should include “Find in store”, “Store Availability” buttons in order for customers to have another option rather than buying online.
We can see that IKEA has that button and customers can check store stocks if they please.
9. Take Advantage of User Reviews
The necessity for customer reviews in e-commerce websites is clear.
We all rely on them when we buy online. It's a powerful tool that allows potential customers to make an informed decision before purchasing a product or service.
In IKEA study, we can see that the site does have products with user reviews. A button linking to the full ratings section is provided alongside the ratings average.
10. Use Cross-Selling
Cross-selling is an option that allows customers to buy additional products with the purchase of a product.
It’s used to encourage customers to spend more, or it can be used as a way for you to make recommendations about other items they might enjoy.
Cross-selling can also help increase your profits by raising the average order value (AOV).
Therefore, it is important to have at least one cross-sell section on the product page. Let’s see if our IKEA example has a cross-sell section.
We can see that they have a cross-sell section which is not full-width of the page and it is also not the last section of the page.
They do have a “Similar Products” section which allows them to show alternative/similar products.
IKEA also has another section called “Goes well with”. That section is a cross-sell section with supplementary products present.
Recently Viewed Products is a simple and attractive "add to cart" extension for your store, which will allow you to highlight products viewed recently by you.
If you visited a couple of pages and items, and you wish to see them again, IKEA also offers a list of "Recently Viewed Items" present and it is shown at the bottom of the page.
11. Optimize For Search Engines
When we talk about 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?
- Keyword Research
- Meta Titles & Descriptions
- Test your product pages
- Use Testimonials
- Page Load Time Optimization
- Keyword Research
Keyword research is one of the most important steps when it comes to optimizing your product page.
The keywords you choose for your page will determine how many people find your product, so it's crucial that you do keyword research to ensure that you're using the best possible keywords.
- Meta Titles & Description Optimization
Ecommerce shops are responsible for generating revenue through their online presence, and this can often be done by optimizing your meta title and description.
This is because the meta title appears as a search engine result snippet just below the website name and above any other results that may appear on page one of Google searches.
You can use a free SERP preview tool which generates a pre virtual search result based on the input you have provided.
- Testing your Product Page
The point of an A/B test is to determine which version of a page has the best conversion rate.
You can then use that information to improve your site for future visitors.
While the concept sounds simple, it's important to realize that you will need a large sample size in order to get accurate results.
- Use Customer Testimonials
As we mentioned previously, user reviews/testimonials are very important for your product page.
The "testimonials" section of a product page is one of the most important parts in terms of SEO.
The reason for this is that a customer's input will speak louder than anything you can say about your product.
When customers see other people's feedback, it adds to their trust in your brand and increases the likelihood they will buy from you.
- Page Load Time Optimization
It is important to understand the page load time for product page SEO.
The page load time is the time it takes for your web server to respond with a specific webpage when requested by the user.
Page speed is crucial because users are quick to abandon websites which take too long to load.
A slow website reduces your ranking in search engine results pages (SERPs) and diminishes customer satisfaction, apart from not being very user friendly.
Also See: 15+ Website Performance Monitoring Tools (Top 2024 Picks)
Before You Leave...
We hope these 11 tips and examples have given you some great ideas on how to optimize your product page and make it shine!
By using eye-catching images and videos, writing compelling titles and descriptions, and highlighting customer reviews, you can create a page that customers will love.
Don't forget to make the buying experience easy and straightforward, provide a clear shipping and return policy, and implement cross-selling strategies to boost sales and customer satisfaction.
With these tips, you'll be well on your way to creating a fantastic product page that will help your business grow.
Happy optimizing!
Frequently Asked Questions
1. How many Product Images should I Include on my Product Page?
There is no one-size-fits-all answer to this question, as the number of images you should include on your product page will depend on the type of product you are selling and the level of detail you want to provide.
However, as a general rule of thumb, we recommend including at least 3-5 high-quality images that showcase your product from different angles and perspectives.
2. How Important are Customer Reviews for Product Page Optimization?
Customer reviews are incredibly important for product page optimization, as they provide social proof and help build trust with potential customers.
Be sure to prominently display customer reviews on your product page, and encourage customers to leave feedback after making a purchase.
Don't be afraid to respond to reviews, both positive and negative, as this can show customers that you care about their experience and are committed to providing great customer service.
3. How can I Optimize my Product Page for Mobile Devices?
Mobile optimization is essential for any e-commerce business, as more and more customers are shopping on their smartphones and tablets.
To optimize your product page for mobile, make sure that your images and videos are optimized for smaller screens, your page is easy to navigate with a finger, and your call-to-action buttons are prominent and easy to tap.
You may also want to consider using a mobile-responsive design that adapts to the size of the device being used.
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