“You need to optimize product pages for maximum conversions.”
As an eCommerce business owner, you must have heard or read this advice many, many, many times. And even read up on the different ways on product page optimization to increase conversions. However, even after implementation, you might still be struggling to get the desired results.
The good news? You are not alone. Research reveals that only 18% of the popular US and UK eCommerce sites record good or acceptable product page UX performances. The rest 82% are lurking in the range of mediocre or poor.
So why do product pages, despite being so critical to an eCommerce store's success, often don’t perform well?
Most often, it’s because you implemented the basics but failed to personalize or experiment for your e-store.
23 Product Page Optimization Strategies for Better Sales
1. Include Rich Search Results to make personalized product recommendations more effective
Thanks to big data and the use of algorithms, personalized product recommendations are now a great way to convert repeat visitors to repeat customers. They tell your customers that you care about their individual tastes and experiences.
With technology to assist in culling out insights on past purchasing behavior and preferences, eCommerce personalization now is a necessity to build a sustainable connection with customers.
Tapping into realms of data based on previous shopping behavior, you can personalize the experience a step further for potential buyers. The idea is to make them feel understood enough for their needs to be preempted. Creating recommendations that feature products that are complementary to one another is a good tactic.
The same can be done with products that amplify user experience in an integrated way.
MeUndies does its cross-selling with a subtle flair, personalizing the experience for the visitor at checkout.
Another underutilized opportunity to include product recommendations are error or 404 pages. Instead of ending the customer's journey there, you can lead them on the path to conversion.
You can also show different product variants through linked product images. This will prompt customers to explore variants and choose the one that suits their requirements.
In 2020, U.S. shoppers spent $201.32 billion online during the holiday shopping season. So, take advantage of the holiday seasons and offer gifting bundles as product recommendations.
2. Set up exclusive Limited Time Offers for exit-intent pop-ups
A principle used both in economics and social psychology seems to have taken a huge bearing on the way eCommerce works. The scarcity principle essentially helps businesses market their products hard-to-get.
The idea is rooted in people desiring anything that is not easily accessible to them. When applied with contextual intelligence, this can make eCommerce sales soar instantly.
A great way to leverage the scarcity principle for your eCommerce business is by introducing seasonal offers. Using scarcity marketing, you can boost the perceived value of your products.
Here’s a good example from Swiss Watch Expo:
3. Use numbers to make your Nudges even more effective
Noticed how some websites use terms such as final, now, ends, etc. in their CTAs? What they are essentially doing is creating a sense of urgency which acts subconsciously to make people believe they'll be better off if they made the purchase right away.
This practice is called nudge marketing.
These nudges influence buying decisions by leveraging psychological biases while making the choice feel more natural for the buyer.
Some ways you can incorporate urgency to optimize product pages:
- Add countdown timers to avail same day shipping
- Offer limited window shopping cart checkout
- Highlight limited stock messages
- Use product reviews as a nudge
- Add an incentive to highlight the benefits of opting for the upsell
- Use power words like ‘limited deal’, and ‘deal of the day’.
Here’s a good example from the brand ASOS:
Keep Reading: 25 Best Examples of Nudge Marketing in eCommerce
4. Use Charm Pricing to create a larger perceived value
Psychological pricing is a pricing strategy that’s used in eCommerce to convert more visitors into buyers. The idea is simple. Price the product in a way that it’s numerically not a round figure.
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 the biggest bang for their buck.
Moreover, premium products build a higher profit margin, customers will hesitate before spending on such products without assurance. Here’s how to justify premium-priced products and to let the customer know exactly what they are going to get:
- Outline all the USPs of the product
- Drive profits with bundle pricing by focusing on savings
- Use phrases like ‘limited availability’ along with the price to make customers feel exclusive
5. Make your social proof look more authentic by incorporating personal details
First coined in the book “Influence: The Power of Persuasion” by the social psychologist Robert Cialdini, social proof represents the notion that people prefer to go with what others have done when they don’t have experience or are afraid of making a wrong choice.
In the eCommerce context, social proof can be established through reviews, user-generated content (UGC), and trust signals.
In the absence of opportunities to feel and test a product before buying, customer reviews save the day. Put simply, reviews are confidence builders. Without saying it in so many words, they actually indicate a product has already been bought & tried (liked too, in case of favorable reviews).
Another great way to win the trust of new customers in real-time? Show them what old customers have got to say. UGC content is one of the most suggested ways to tell visitor traffic that you’re transparent and also have the goodwill of loyal customers.
Take one look at Cluse’s unique UGC-backed look-book and you’ll know how this simple technique can be amplified by creativity. The brand allows users to upload their social media content onto the site’s look-book to add to the existing inspiration.
In the absence of physical buying experiences and the presence of endless brands, shoppers can experience greater choice but lesser trust. One way to tackle this is to use display badges and ratings. Showcasing these will almost always make potential buyers feel less alone (and hence, less indecisive) in the purchase process.
6. Ensure your pages load < 4 seconds
In a 2017 global consumer report, KPMG stated that a majority of people prefer online shopping over brick-and-mortar stores because of the ability to shop 24/7. Another important reason is that it helps save time.
Now, both of these needs won't be met if your eCommerce product pages load slow or don't load properly. In fact, you can lose 40% of shoppers if your product pages don't load within 4 seconds.
To ensure that your product pages load fast enough, there are several steps you can take:
- Test your current page speed
- Optimize your content and images so they load fast
- Resolve backend issues such as minimizing HTTP requests
- Clear caching regularly
A great way to analyze your product page load-time is by using the PageSpeeds Insights tool by Google. It’ll score your page from zero to 100, and give you insights that you can use to improve your product page speed.
7. Include quizzes to amp up personalization & reduce decision-making time
You might have heard about ‘The Jam Experiment’.
Researchers in California set up a stall in a local grocery store. On some days they offered 24 varieties and saw only a four percent conversion rate. However, when they offered only six choices, that figure rose to a staggering 31 percent. The results were significant.
Here are some ways to reduce decision-making time to optimize for conversions:
- limit or hide product choices
- create simpler interfaces
- crisp copies
- minimalistic graphics, and
- distraction-free navigation
Quizzes are also a great way to reduce customer decision time. They help shoppers find the right product and keep them engaged, making the session more memorable for the customer.
Here’s a good example from Fabletics:
You can also match products to a customer’s requirement. Stitch Fix, is a US-UK-based online apparel brand. Kristina Lake, CEO quoted, ‘One hundred percent of our revenue results directly from our recommendations, which are the core of our business.’
The online store offers customers personal styling for a one-time styling fee. Customers can fill out a short form outlining their preferences. Stitch Fix then sends curated fashion products that suit a customer’s needs.
8. Include one hero image & no more than 4 complementary ones
One of the simplest and effective ways to optimize product pages to drive more conversions is by adding high-quality visuals. Let's check out how to nail this.
The feature image is essentially the main image that a visitor sees when they land on the page. Ideally, you should aim for an eye-level, mid to long shot, crisp, and clear image.
Ensure that all other images in the gallery are well-shot because the idea is to give the visitor a wholesome tour of the product as they swipe through the photos.
A key element of good product photography for an eCommerce product page is a 360° view. Elaborating on the product tour aspect, a 360° view enables a visitor to closely inspect the product before they decide to buy. The takeaway for the consumer then is clear—what you see is what you get.
There are several 360° viewer software out there to choose from. Opt for any one of them that aligns with your eCommerce platform.
Below is an example from Mulberry of how tastefully a 360° view can be created.
As an extra step to ensure a visitor gets a full view of the product on display, incorporating the zoom option into photos is a must. It’s the closest a shopper can get to experience the product in real life. For buyers who are more discerning and would quickly switch to a different website, this feature could build additional trust.
Finally, videos go a step further than images and text to convey an experience to potential buyers.
Birchbox uses this strategy really well. They host several unboxing videos on their site where each video equals a brand experience—probably why their unboxing videos are so widely anticipated.
Another good thing about their videos is that they focus on the usage as well right after unboxing. This virtual testing helps the customers gauge how beneficial the products will be for them.
How-tos and unboxing videos often help people arrive at buying decisions more quickly and with increased conviction.
9. Build an aspirational image for your brand with exclusive Content Marketing
Aspirational content and branding focus on the consumer more than any other product page optimization strategies. It strikes a seamless balance between establishing your brand as relevant and trustworthy and creating a consistent connection with consumers.
Through aspirational content, your eCommerce business can reach a number of other goals including establishing what the brand stands for, what experiences it would like to create and how it would make a difference in people’s lives.
Think of the brand Apple and you’ll know what we’re trying to say.
10. Use the Von Restorff Effect to make sales banners & CTAs stand out
Many of our subconscious triggers and preferences come alive in the world of color. This phenomenon is best described by Robert Plutchik with his wheel of emotions.
This experience is intensified when the context is that of shopping online. According to Loyalty Square, an analytics company, 84.7% of respondents consider color to be the most important while considering a purchase.
Again, a report by HubSpot discovered that when Performable changed the color of its main CTA, it led to 21% more conversions.
So studying color psychology and then applying its tenets is absolutely essential in the eCommerce context.
The above example shows the use of each one of the three colors usually preferred by women – blue, green, and purple.
11. Use competitor research tools to understand which SEO principles offer the biggest bang for the buck
In an age where brands fight ceaselessly over Google rankings, product page SEO is key to ranking well.
An important part of that are titles and meta descriptions. How well they are written decides which Google result a visitor will be adequately convinced to click on.
Since your product page contains transactional content, hence using sales-focused keywords makes more sense.
You can also consider using structured data on your product detail pages. It can earn you a chance to land up as rich snippets on Google.
So Worth Loving seems to do their title and meta description well enough for users to click and read the rest of the piece. A summary of what’s to come makes their meta descriptions rich and informative.
12. Incorporate Hamburger Menus & Breadcrumbs to make navigation easy
How simple or complex you make your navigation decides the visitor’s overall experience is. There’s a reason why many high-ranking sites use simple menu templates that cut out the clutter.
In the case of many labels or products, it’s essential to incorporate precise naming conventions. This can ensure sub-categories are not entirely lost and can even be found using simple logic. Similarly, prioritizing search is essential if you want users to explore your website with more ease.
Another important factor that affects customer's motivation to navigate through your site is readability.
No matter what font you choose to include on your site, it’s essential to present it in a size that’s clear and legible. The idea is to save the extra effort for the user to enlarge or reduce text size after they have landed on the site—both are signs of a poor design experience.
Also, if you have a lot of content, then bulky paragraphs can overwhelm customers. Instead, add it in expandable vertical dropdowns.
Berghaus, an outdoor clothing brand, does this well by choosing text and backdrop colors to match the font type and font size. In totality, it’s a good experience for visitors (also potential buyers).
Furthermore, make your header sticky, so that customers don’t have to scroll up to search again. Also, place the hamburger menu where it's easily accessible.
On product pages, add linked breadcrumbs so customers can understand where and how the product is categorized.
SHORT ON TIME? HERE'S A QUICK SUMMARY OF THE AREAS TO LOOK AT:
13. Implement dynamic Inventory Tracking & keep customers updated
This is closely related to the last point. While building scarcity and urgency is fine, it's also important to give real-time stock updates to your customers. Nothing makes them drop off faster than lack of transparency.
An inventory management software can help you offer real-time updates to customers—this leads to better customer satisfaction and improved sales processes.
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.
Notify me when in stock alerts are also helpful.
You can go a step further in your product page optimization by adding a stock meter to your product pages. Stock meters typically display messages such as only 5 left in stock to help customers take the appropriate decision.
14. Experiment with Augmented Reality as a way for customers to virtually try on products
One of the biggest challenges customers face is what will a product look like when they finally do make a purchase. Some eCommerce brands have found a solution with 3D technology, and in fact, AR has proven to increase conversion rates by 40% on product pages.
For example, IKEA lets customers visualize how furniture will look in their space through AR. Instead of taking measurements, customers can choose different layouts and sizes to see exactly how the furniture will fit in.
For product page optimization, here’s how to start planning your AR strategy to improve customer experience:
- build goals that you want to achieve
- research different tools and their features, and
- evaluate which tool suits your requirements
Incorporating AR on the product page offers customers the confidence to make a purchase, improves post-purchase satisfaction, and reduces return rates.
15. Include a clearly visible hyperlink to your FAQs page
Answering your customer's questions can open up whole new possibilities for visitor engagement.
You can do this by adding an FAQ section on your product page. Offer questions and answers in a systematic, orderly way will ensure visitors don’t abandon the page simply due to confusion. And keeping the language simple and easy to understand will make sure anyone reading doesn't feel overwhelmed or bored.
One look at Tessemae's FAQ page and you’ll know why millions around the world flock to this website. Easy mobile navigation and self-explanatory sections make their FAQ section a breeze to go through. By offering an email id right at the beginning, they make the page super customer-friendly.
16. Include anecdotes & personal stories to build a meaningful connection with your customers
Features, benefits, and specifications are all non-negotiable parts of a product page. However, given how fast visitors want to scan through such information, it becomes vital to bring some flavor to the facts.
Consider the example of Firebox, an online retailer that’s centered around unusual gifts.
You can easily figure out the effort they make to build a connection between the products on sale and people browsing through them. There’s a story, there are the facts and before someone knows it, a whole world has been built through words.
This engages the imagination of the visitor while transporting them through a virtual experience.
A video can also be a great way to tell a story. A video can help weave a story about the product in question and in the process, establish an emotional connection with potential buyers.
A memorable script and a well-shot video can also be an excellent value-add to brand identity.
17. Structure your headline copy as a hook with a second-person narrative
The importance of copy on a product page becomes intensified when it comes to headlines and CTAs. What a headline essentially does is draw a visitor’s attention to what the brand is about and what’s in it for them.
A good headline is concise but not at the expense of sounding dry and detached. In fact, sometimes all it takes to hook a visitor’s deeper emotions is a power-packed headline that’s rich in information and feeling.
A great example of product page optimization is Airbnb, which clearly explains that their business won’t exist without hosts. Their headlines instantly connect with hosts and their CTAs are lucid.
Another important aspect is the tone of your copy. Whether you’re upselling—which is essentially a tactic to increase the customer’s cart value either by suggesting an upgrade or add-ons—or cross-selling, through which you can mobilize related products, language plays a big role.
Many eCommerce websites make the mistake of going all out to promote, creating a kind of pressure through the language. But this seldom works because consumers today are intensely aware of such manipulation.
The following example of IKEA captures how language can effectively communicate a benefit. While showcasing multiple products, the brand brings focus to the context they can be used in.
18. Implement a ‘no-nonsense returns policy’ for your store
A survey conducted by UPS in 2019 declared that 73% of buyers associate repeat buying with their experience around returns. Hassle-free returns and refunds increase the chances of customers returning to buy.
What you see below is the ingenious way IKEA has crafted its return policy. They say if you have to beat the eCommerce biggies, you’ve to do something better with your return & refund. Few examples as good as IKEA.
Similarly, a clearly explained shipping policy can go a long way in earning trust and favor.
GOAT, which acts as a marketplace exclusively for buying and selling sneakers, achieves this with a clear FAQ section that covers all vital information from returns and shipping to fee and drop-off policies.
19. Push for a micro-conversion even in the absence of a hard sale
Intent-based popups, also often referred to as exit-intent popups, amplify the concept of the last window of opportunity. Placed strategically and meaningfully, they can show your consumers you are truly aligned with what they are looking for.
Whether it’s a last-minute discount or a reminder to sign up for more information through a newsletter, these popups can lead to increased email signups and reduced cart abandonment.
Check out this example from Bliss who use intent-based pop-ups to optimize product pages and entice their customers just a little bit more.
20. Incorporate AI for Live Chat to ease pressure on the customer representatives
As an eCommerce brand, you shouldn’t interrupt but support a customer’s natural browsing and shopping behavior.
You can optimize product pages for more conversions by adding a live chat feature. Allowing your customers to speak to an actual person to solve their doubts can make a huge difference.
Help customers explore products through an ‘advisor’ in the live chat. A live chat in the blogs can also direct customers from content to products.
Here’s how elf does that:
Allbirds, a San Francisco-based brand that sells eco-friendly shoes added a twist to live chat with a video element. Their customers often asked how to pair Allbirds shoes with their wardrobe.
So they added a prompt to speak to customer service at the store through video chat. Customers were able to see what the staff wore with their Allbirds as well as how to combine different shoes and colors.
Verishop Inc., a social e-commerce platform, wanted to capture that nostalgia and introduced a live group shopping feature on its mobile app. They promoted it as a Shop Party, where customers could invite up to five friends at a particular time.
The friend group could see what they’ll were browsing, chat via video and text, view what’s in everyone’s shopping bag, and “like” what others have chosen.
While brands are still trying to gauge results from video chats, you can experiment with small testing groups and see their effectiveness.
21. Optimize responsiveness with Google’s Mobile Friendly Toolm
While many eCommerce brands have built mobile-friendly websites to optimize for conversions, customers still face many interruptions.
Interstitials aka pop-ups on websites work well, however, on mobile and tablets, it covers the entire screen. Instead, try to add them as a preview that opens up when clicked on. Avoid customers from abandoning ship by establishing ‘trust’ with reviews. In fact, 69% of US consumers say they use their smartphones to look for product reviews.
Build better brand recall with product page optimization. For example, customers view a product through a brand’s Instagram page and landed on the product page.
However, if the images in the product gallery look different, it might just confuse or put off the customer. Go the omnichannel route by including user-generated images.
In fact, nearly 75% of people have purchased something because they saw it on social media.
22. Breakdown pricing & shipping information on product pages to avoid checkout abandonment
Many eCommerce brands say they lose a huge amount of customers during checkout. In fact, 69.82% abandon their cart while shopping online. Shipping and taxes are the number one reason customers abandon during checkout. So, display the available discounts or promotional offers to optimize for conversions.
Here are some more ways to avoid checkout abandonment:
- Display trust seals
- Display customer support information
- Include an order summary with taxes and shipping info
- Adding multiple payment options PayPal, Apple Pay, Amazon Pay, Razorpay, or Stripe.
Offering express or guest checkout for infrequent or new visitors. Even you would get impatient if you had to fill out forms, set passwords, and confirm email IDs. And rightly so, about 23% of shoppers will abandon a cart if they have to create a new user account.
Here's a good example from ASOS:
Hey, have you seen this? eCommerce Checkout Process Optimization Guide
23. Suggest restocking for one-time use products
Recently, I got a replenishment email, nudging me to buy pet food again. What a great reminder!
While the pet food had not yet run out, the reminder prompted me to purchase the product right away so that my dog wouldn’t go a day without his favorite treat in between restocking.
Consequently, if you sell consumable products, then don’t push customers out of your funnel. Instead, keep them in loop by suggesting replenishment. Replenishment triggers are a type of behavioral marketing tactic meant to remind customers to stock up on something they have bought already.
And you can add them to your product pages as well.
See above, how 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.
You can go a step ahead by curating customers who opted for the auto-restock option as part of the loyalty program.
Furthermore, through shopping behavior data, you can also include triggered pop-ups on product pages. Design the pop-ups with high-resolution images of the purchased products, and prompt customers to buy again.
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 conversion 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