2023 is here and if we go by the trends, it’s clear that it has never been a better time to start an online store.
Research indicates that 218.8 million consumers will hit online stores in 2023 to meet their shopping needs.
While this is part of a promising big picture, it also indicates how hard businesses have to work at ensuring the high-intent conversion driving elements on their websites are in place.
Undoubtedly, the product page is the MOST important page on your storefront that has the capacity to lead browsers to the cart.
In this piece, we’ll specifically focus on product page elements that can be tweaked without too much hassle to produce an easy and memorable experience for the buyer.
Here we go!
45 Proven Ways To Increase Product Page Conversions
1. Limit the number of product recommendations to ease decisions
Choice paralysis is real in eCommerce – and that means on your product pages, you’ll have to offer just the right amount of choices to reduce distraction.
Topicals ensures they limit their number of product recommendations to only 4.
Here are a few things you could do:
- Bring the recommendations in like a “piece of advice”.
Sexual wellness brand Maude, for example, introduces just two suggestions under “works best with”
- Suggest what other shoppers are doing.
For example, the product you’re selling is often bought with two or three other products – bring these “frequently bought with” products in the recommendations.
2. Include product recommendations in the mini cart
Shoppers checking out their mini cart – after clicking on the cart icon on the top right – are usually just checking their order before they checkout.
This is why introducing recommendations, especially of products of a smaller value, is a good idea.
Allbirds does this across their product pages, introducing complementary products and increasing their AOV in the process.
Keen to read more on recommendations? Here's: eCommerce Product Recommendations: Strategies, Examples, Do's/Don'ts
3. Highlight quick-selling products or categories in the dropdown menu
To draw the attention of shoppers who may not exactly know what they’re looking for, the dropdown menu can be leveraged through visual cues.
For example, if the items on ‘Sale’ are flying fast, you could either introduce a ‘🔥’ or a ‘hot selling’ label to highlight it.
Here’s an additional idea that you can implement:
- Add icon highlights to your search function as well.
For example, when someone tries to search on Shein, they introduce a dropdown from the search bar, which features popular/best selling categories.
4. Make it easy to edit and add bundles
When you bring in a super relevant bundle of associated products, ensure it’s easy for shoppers to:
- Add the whole bundle to the existing cart
- Edit products to add only what they find necessary
Soap brand Rad Soap makes bundle adding and editing a cakewalk.
5. “Charm” shoppers with smart pricing
For example, with the simple tweak from $100 to $99, the subconscious message is relayed that something is no more priced at a three-digit number.
This technique is commonly used by brands like Apple to make the customer feel like they’re getting more value from what they’re spending.
In the following example from Sunglass Warehouse, though the prices are practically closer to $14 ($13.99), charm pricing gives it the illusion that it’s actually $13.
Here are a few steps to consider:
- Use price anchoring to drive the effectiveness.
If you display a price slash and then apply charm pricing on the new price, it often has a doubled edge.
- Apply charm pricing to attract buyers to subscriptions.
This typically works because buyers look at the long-time savings thanks to a slightly slashed pricing.
- Use a “pro price” feature to drive customer loyalty.
Price slashes on the product page are great conversion-drivers.
But the “pro price” feature drives another additional advantage – it makes people sign up and become members.
Wayfair promotes this actively on their product pages – here’s an example.
6. Highlight category discounts & applicable codes
Put any discount information, sitewide or category specific, up front.
In the following example, notice how Allbirds places discount information right above the primary CTA button.
Make the applicable code also apparent so that shoppers know they won’t need to hunt for it if they do decide to buy.
If there’s no code needed, put the discounted price higher up in priority.
The most spottable position is right beneath the product name, above the fold.
Here’s an example from Asos.
Here are a couple of to-dos:
- Position discount and code information within the first scroll.
- Use the tag of “on sale” if you just want to quote a price and not show the difference from the original price.
Here's some food for thought: Build high-converting category pages (12 ideas + great examples)
7. Bring in different layers of social proof
The more layers of social proof you bring in to support your product page claims, the easier it becomes for your buyers to act.
Here are a few methods to explore:
- Showcase detailed reviews.
The more granular, the better.
Here’s a snapshot of the kind of reviews Burt’s Bees features.
- Drive proof of choice through “frequently bought together” suggestions.
After all, what you’re doing is trying to drive confidence in the buyer about your brand – based on the confidence other buyers have already experienced.
Here’s how Beekeeper’s Naturals does it.
- Offer proof through valid certifications & badges.
If a higher authority or standard has recognized your business to be highly ethical or responsible, then that will need to show up.
On their footer, Beekeeper’s Naturals displays their “certified B corporation” badge.
- Make research findings a part of the mix.
This especially makes sense if you’re a brand that shoppers will look up to for evidence or awareness generation.
In our example, notice how health brand Ritual brings in the results of a conducted study to provide more support for their product claims.
8. Have your sticky header stand out in contrast to the background content
To ensure your navigation is easily accessible and ready to be used anytime, it’s ideal to feature a sticky header on the product page.
Here’s an example from Kylie Cosmetics.
Since the brand’s product page background is a uniform white, it makes sure they feature a solid black sticky header.
Here’s a super quick idea:
- Leverage the sticky bar to announce new offers.
This of course goes beyond the standard ease of navigation – but that’s also kind of the point right?
Here’s an example from wellness brand Golde.
Here's something interesting: Sticky Menus : Things NOT to Do On Your eComm site + 8 Inspiring Examples
9. Ensure your CTA changes color upon hover
To make your product pages more accessible (read: more accessible for the colorblind), you’ll need to make your CTAs change color over hover.
Even if it’s a slight shift from the primary color, the hover effect makes it easy to register what needs to be clicked on.
Wayfair makes their primary CTAs change color subtly upon hover.
10. Distinguish CTA color for varying product sizes
Visuals can drive decisions more effectively.
And that’s why if you have varying product sizes, you need to ensure they are distinguished by differently colored or outlined buttons.
Here’s an example from Dripkit.
11. Use color psychology to make your primary CTA brand-relevant
The way to go about it is to reflect what your brand stands for and what engaging with it would mean for the shopper.
For example, dog food brand Spot & Tango, maintains all their primary CTAs in an orange-ish hue.
In color psychology, orange is supposed to depict a warm and reliable sense (exactly what most dog owners are looking for!)
12. Feature the secondary CTA in a different color
While many businesses choose to feature their wishlisting option through a heart shape, you may want to do so with a secondary CTA button.
To make this effective, you’ll have to feature this button in a different color.
Just like Heron Preston does.
13. Make the FAQ section easy to access
Sometimes the information contained in the product page, no matter how exhaustive, is still not enough for a buyer’s questioning mind.
That’s why it’s essential to make your FAQ section as upfront as possible.
Here’s how The Ordinary ensures it.
And when the link is clicked, it takes the shopper straight to their full-length FAQ page which features multiple relevant topics.
14. Introduce a way to offer feedback
Shoppers need to feel your brand is approachable for feedback if they were to convert and buy.
If it’s a shopper who has landed in your store for the first time, this is even more crucial – they need their slowly building trust to be given a boost.
Bed Bath & Beyond allows shoppers to offer feedback on store and website separately.
15. Bring in a Q&A section
Every new shopper is essentially looking for more reasons to experience and trust a product.
A Q&A section lets them have a peek at the questions existing customers have already asked and what the brand has answered.
Like Bed Bath & Beyond does.
Need more inspiration? Read 16 Elements all High-Performing Product Pages have in common (Updated for 2022)
16. Feature a ‘snapshot’ section for ratings
While offering a smattering of mixed reviews is a good idea, adding a “snapshot” to offer a general sense of the quality of ratings, is even better.
Bed Bath & Beyond gives us an example.
17. Offer valuable “social” data
This is especially helpful for shoppers looking for a general sense of the kind of reviews a product has received.
Ulta gets this totally right – and here’s how.
(They bring out the percentage of reviewers who would recommend a given product to a friend.)
18. Bring in live shopping to improve instant brand engagement
Live shopping enables shoppers to watch the live streaming of a few products from a brand.
The stream allows them to get to know about the product and even ask questions on the spot.
This has been seen to have a direct impact on product page conversions.
Tinge, for example, makes live shopping super accessible across their product pages.
19. Feature improved canned responses in your live chat
This is especially helpful if a shopper is accessing your chat feature beyond your working hours.
Canned responses needn’t just be about ‘yes’ or ‘no’ options – they can also lead the customer in the right direction if the query is too complex.
Take this example from Papier.
Here are a few steps you could try:
- Introduce links to important policies – privacy, returns and refunds
- Offer help with categories that a shopper might want to explore
- Offer the ability to track & manage orders – without the need for human assistance
20. Highlight a favorable review (for good measure!)
Confirmation bias is real amongst eCommerce shoppers.
If a shopper is exploring a product page, it’s generally because they somehow want to be told the product would make a good choice.
Highlighting a favorable review, then, can convert a shopper who is already close to taking a positive call.
Here’s an example from Bare Minerals.
21. Make it easy to write detailed reviews
Social proof isn’t enough – the discerning shopper is also assessing the quality of the social proof they come across.
And this is why the more detailed your reviews are, the more they’ll convince shoppers to first explore and then convert.
Here’s how detailed The Ordinary is about their product page reviews.
Here’s a quick idea:
- Introduce relevant fields for “write a review”.
While most brands ask for the review title and the review paragraph, it’s a good practice to ask for some information on customer demographics, customer concern etc.
Here’s yet another example from The Ordinary.
22. Display reviews super prominently
Along with the ability to scroll down and read reviews, shoppers need more prominent access to reviews.
Take a cue from how skincare brand Drunk Elephant does it.
(They introduce reviews in the top sticky bar itself.)
Help your customers buy better. Read 13 Brilliant Ways To Overcome Choice Paralysis in eCommerce (2022)
23. Create re-stocking nudges for one-time use products
Replenishment triggers are a type of behavioral marketing tactic meant to remind customers to stock up on something they have bought already.
In the example below, Beardbrand has a nudge above the CTA that asks customers to choose between a ‘one-time purchase’ or ‘auto-restock’.
If the customer purchases with the ‘auto-restock’ option, they receive the product at regular intervals.
Here are a few steps you could consider trying:
- Offer time-frame choices to the frequency of re-stocking.
The idea is to offer shoppers more control while offering them enough incentive.
Bare Minerals, for example, offers multiple time-frame options and also declares a flat discount to all those who choose “auto delivery”.
- Offer higher discounts for higher quantities chosen for re-stocking.
Make a higher discount applicable for longer time windows chosen (for example, 6 months as against 3 months.)
24. Create urgency via exit-intent popups
Bringing in urgency into your exit-intent popups can provide that extra push to shoppers to stay on your product page and finish that purchase.
Some ideas to put to action:
- Highlight limited time (seasonal offers can become more relevant with this approach).
Here’s a good example from Swiss Watch Expo:
- Offer a long-awaited solution.
You can drive urgency without being blatant about it.
Here’s what play-based brand Lovevery does.
- Leverage seasonal goals.
For example, come January, shoppers will be led by resolutions and goals for the new year.
Notice how health brand Ritual leverages this sentiment to full effect.
25. Treat your product page copy like a cold email
Copy that engages and helps people buy, is the copy you need for your product pages.
The idea is to engage but not to distract.
The idea is to educate but not to preach.
One brand that has consistently been recognized for its product page copywriting is Bellroy.
(They say just enough, give shoppers a sense of the product and also draw their attention to why it is a must-buy.)
Here are a few thoughts to consider:
- Ensure the adjectives you use to describe your brand & product, are supported by adequate social proof.
Make sure your reviews, testimonials and mentions in the media carry the same flavor.
- Focus less on the problems shoppers may already be facing.
Instead draw attention to the benefits of the product and how they can be beneficial to resolve those problems.
More inspiration right here: eCommerce copywriting: 23 inspiring examples from the US
26. Offer additional rich content to increase trust & empower purchases
To know about the ins and outs of a product is great.
But buyers are (often unconsciously) also looking for content that can help them understand why a problem exists and what the product in question (and related products) can do to make a difference.
One brand that does this consistently is Elvie.
The brand’s content is oriented to educate and create awareness for new mothers and those who are pregnant at the moment.
27. Offer more reasons for process micro conversions to happen
Process micro conversions are tiny steps by shoppers who’re very close to (macro) converting, that is, paying for something they’ve bought.
This is naturally different from secondary micro conversions, which relate to buyers engaging with your brand (for example, commenting on a blog post) but not quite close to converting.
To ensure product page conversions, several points of micro conversions may need to be tracked.
Here’s a quick checklist:
- Secondary buttons clicked (for example, “load more” in the reviews section, “add to wishlist” just beneath or next to the primary CTA etc.)
- Email entered (either to access a product page specific discount or as response to a pop-up alerting about news & offers)
- Video watched (either a click on the play button on the product page or on the link that takes the main video page on Youtube etc. Also check for new follows and “subscribe” clicks on Youtube channel)
- Content chunks opened from dropdown(if a visitor hasn’t just scrolled through the page but has actually paused to expand on content sections like “description”, “FAQ” etc.)
- Product swatches clicked (this indicates the shopper is trying to get a better idea of the color, variant, size and price options available to them to make a decision)
- Social media buttons clicked (clearly, the shopper is trying to discover more by engaging and seeing how others have engaged on Facebook, Instagram etc.)
Dive in deeper with: 11 brilliant ways to get More micro-conversions (Updated 2023)
28. Ensure every product variant can be seen in detail within the image gallery
For this to happen, a business has to ensure product variants find a place on the product page through swatches.
Here’s a quick example from travel luggage brand Away.
Some color psychology:
- Highlight variants on sale.
Here’s how Away does it.
- Highlight new launches or introductions.
Here’s how Glossier ensures shoppers know which shades of the product are brand new.
- Highlight seasonal variants.
Just like apparel brand Rhone makes that distinction.
29. Show cart updation clearly with primary CTA clicks
Based on the quantity the shopper chooses, the update should also reflect on the main cart icon at the top of the page.
Grove Collaborative ensures this happens with a number update on the cart icon and also the CTA changing to a different color and message briefly before it returns to being “add to cart”.
30. Introduce a sticky add to cart button or panel
A sticky add to cart button or panel is especially helpful when you’re trying to optimize for mobile.
This feature can do two things at the same time:
- Make it easy for shoppers to add a product to their cart
- Find the cart button easily because they’ve scrolled away from the button at the top
Fashion brand Lazy Oaf introduces this feature both on their desktop as well as mobile storefront.
(For part of the product page, the sticky button appears independently and then for another, it comes aligned with the sticky navigation.)
31. Introduce the “hover over to zoom” function for images
The idea is to offer your shoppers a granular experience of a product.
Home Depot ensures a “hover over to zoom” function and then shows the zoomed in image separately from the main image.
32. Have your main product image carry urgency labels
This is a way to lure shoppers from your category pages to your product pages.
And even when they’re on the product page, they immediately relate the benefit with the visual.
Here’s an idea:
- Label the main product image with quick “sale” highlights.
This could involve the % off and whether it’s a final sale.
Casper uses it to great effect.
33. Declare membership benefits upfront
While it’s ideal to have the buyer bag a product or two, what’s better is to give them a big picture of the price advantage they can possibly enjoy.
Sparing a line to talk about your membership benefits around your primary CTA helps.
Here’s an example from Harry’s.
34. Display familiar payment options & methods
Since having a shopper convert essentially means they’ll have to pay up, it’s ideal that you show them their trusted methods and modes are payment are available.
Lush uses their footer to display a number of popular & familiar payment options.
35. Communicate stock availability clearly
Giving real-time stock updates to your customers is a great way to ensure conversions.
Clear out-of-stock alerts alongside the vital information of the product can save customers second-guessing.
You can also use this space to recommend other products.
Like in this example from Luis Avia Roma.
Here are a few relevant ideas:
- Notify for “low stock” – putting a textual signal right above or next to the add-to-cart CTA button
- Increase urgency by declaring the low number – “only X left”
- Show how fast stock of a product is moving – “in the last X minutes, X people bought this”
36. Add specs in different languages (especially for international commerce)
Many businesses prefer to keep their entire storefront in the internationally understood language of English.
However, for improved international conversions, it’s best to feature some of the most important aspects of a product page in other languages.
Take a look at the following example from Overstock.
Here’s something you can do alternatively:
- Enable shoppers to change their settings and view the whole product page in a language of their choice.
That’s how Lush does it!
37. Make it possible for shoppers to order samples
This might seem like a longer route to converting a shopper instantly – but the long term conversion benefits are immense.
Consider the example of Home Depot.
For more expensive products, they allow shoppers to “order a sample” for a small fee – in our example only $1!
38. Create a size guide that’s local & global shopper friendly
Sizing issues are amongst the most predictable reasons behind shoppers returning products.
An internationally recognized and understood size guide is the answer.
Here’s a look at how detailed Bonobos is with their size guide.
Additionally, they offer a fit guide to help shoppers understand their body shape even better.
Struggling with product returns? Reduce eCommerce Returns with Intelligent UX (+ Smart Handling ideas) can help
39. Standardize naming conventions (but keep the product names engaging)
One of the key ways to get your product naming conventions right, is to work with a template.
It then becomes easy to apply this across categories and products to come up with names that are unique but also sound like they stem from the same brand.
Here are some quick ideas:
- To templatise names, you can follow: Brand name + Product Type + USP
If you’re a fashion or cosmetic brand, bringing in a fourth element of Color or Shade or Tint also makes sense.
- Define the key product attributes.
This will help you differentiate every product from every other product super clearly.
Here’s a quick look at how Everlane names its products – clearly the material comes first and then the type of product.
40. Bring in synonym-based search to display more relevant results
Synonym-based search can help your business match steps with your buyers’ intent.
This is important because most shoppers expect to be met wherever they are in their eCommerce buying journey.
Automated tools make it easy to discover and/or create synonymous keywords for products.
Explore the following steps:
- Optimize for generic synonyms.
Generic synonyms are more open-ended and can cover a larger part of your product database.
Here’s an example from Patagonia.
Notice how they bring in suggestions from a wide number of categories when presented with a generic term.
- Optimize for category synonyms.
This will allow shoppers to key in a word but be supplied with keyword choices covering multiple categories – based on one single quality – in our example from Asos: “off shoulder”.
- Optimize for ‘close enough’ words.
Meaning: when shoppers search, your search feature should be able to throw up results for ‘close enough’ words.
Women’s activewear brand, Spanx, has skirts but they also have an in-between called skorts (a combination of a skirt and short). So their results reflect this.
41. Optimize search for daily words customers use (& not jargon)
If your products are discoverable only through tough-to-understand industry terms, then your shoppers will never find what they might be looking for.
For example, most women know “jumpsuits” exactly by that name.
However, if you optimize for a more industry leaning word like “rompers”, your search might not return any relevant results.
42. Make product search visual
Most eCommerce businesses use the search function in a way that it comes up with the closest and most relevant textual suggestions.
However, the search function on product pages is strengthened when the results also carry associated images.
Here’s an example from Gymshark.
43. Ensure high error tolerance in your search function
While entering search queries, shoppers can make mistakes either because of mistyping or because they’re searching in a non-native language.
To combat this, your search feature needs to show up with a high error tolerance.
Here’s a super simple example from fashion brand Asos.
44. Prioritize rich search results for better rankings
Rich search results can do the heavy-lifting for your products pages to rank high when a customer searches for a product of their choice.
They tell your customers that you’ve got what they’re looking for – not just in terms of brand name or product quality, but also social proof, pricing and even relevant offers.
To ensure rich search results:
- Highlight the review markups.
When the aggregateRating product markup is highlighted, Google picks it up and shows the average rating of that product along with yellow starts to potential customers.
- Describe the offer markup in detail.
Offer markups ensure Google picks up the most current information about the product price and availability – fill in the details for: priceCurrency, priceValidUntil, availability and itemCondition along with price, sku and url.
- Ensure you have detailed FAQ on product pages.
Displaying your product page FAQ section as a rich snippet can signal to Google that it’s to be highlighted in search results.
45. Make your error product pages showcase your most popular products
It’s possible to have error pages either because you’ve discontinued a product or because you’re migrating.
Under these circumstances, it’s still possible to offer your shoppers an experience by recommending relevant products on these error product pages.
Here’s an example from One Kings Lane.
BONUS: Frequently Asked Questions
What is an eCommerce product page?
An eCommerce product page is a webpage on your eCommerce store designed to display your products.
An eCommerce product page is a place where you can sell your products online. It contains all the essential information about the product, its features, and more.
Product pages are often the first point of contact between businesses and their customers.
First impressions last, which is why your product images and content can make a big difference in swaying potential buyers to make a purchase.
What makes a good product page in eCommerce?
A good product page is direct, simple, and informative.
The main objective of a product page is to present a great value opportunity to a customer and increase the chance of making a sale.
The most important thing is to display a set of clear, clickable images with all the relevant information that’s needed for the user to make a decision about whether or not to buy your product.
From the content on your product page to the final nudge that gets customers to checkout, everything on your product page can have a significant impact on conversions.
How do you optimize a product page for conversions?
You optimize product pages for conversions by ensuring that each detail on the product page is of high quality and relevant and that images are properly optimized to drive attention.
You should first ensure that your title is clear, concise, and descriptive, then provide a list of features or benefits, followed by a call to action telling shoppers how they can use your product by clicking on a link.
We recommend using white space as well since it helps people see the page more easily.
What factors are important to increase conversions on a product page?
A product page is the largest opportunity to engage with customers through their browsing experience, so it's important to optimize your page for conversions.
The first step is to identify your product's competitive advantage.
Are you better at price, design, or delivery? Then decide how to display that advantage with the aim of driving more sales online.
You may want to consider previous customer reviews, industry trends, competitors & their relative advantages, and the SWOT analysis of your brand.
A/B test and optimize for conversions
As a final measure to round off all the steps mentioned before, don’t forget to A/B test and optimize eCommerce product pages. A/B testing is a tactic where two versions of the same page are randomly shown to users and based on their behavior, data is gathered to then make relevant changes to the page.
Irrespective of which industry your business is, A/B testing product page optimization can transform the traffic to your eCommerce store by:
- Improving the user experience
- Measuring the rate of improvement
- Enhancing marketing measures in desired directions
- Applying learnings across your website