Product pages are one of the most important parts of your e-commerce website. These are the pages where customers view specific products, read descriptions and details, and decide whether or not to add the product to their cart. If you don’t write good product descriptions or create eye-catching pages filled with relevant information and good-quality images, people are likely to click away very quickly because they won’t see what they need to make an informed buying decision.
Optimizing your product pages can lead to higher conversion rates and more revenue for your online store. Here are six tips for improving your e-commerce product pages:
Include High-Quality Images
Images are critical for showing customers what they will receive. Most people these days wouldn’t buy a product from an e-commerce store if they couldn’t see a picture of it. There are too many things that can go wrong, and buyer’s remorse is much greater when shopping online.
Use high-resolution, professional product photos that accurately showcase the product from multiple angles. Allow shoppers to zoom in on images for more detail. Also include photos showing the product being used or modeled if applicable. That’s really helpful for anything that might be ambiguous in any way. For example, there have been numerous stories of people ordering garments from online stores and when they receive the packages, the item is for a doll, not a human.
Write Robust Product Descriptions
Do not just copy and paste the manufacturer’s descriptions. Write original, detailed descriptions of at least 300-500 words explaining the key features, specifications, materials, sizes, uses, and benefits of the product. Well-written descriptions build trust and address potential customer questions and concerns.
For example, if you have a site that sells golf cart accessories, you can create a page that discusses the benefits of tires and wheel and tire combos, then include links to the various products customers might wish to buy.
Focus on Benefits, Not Just Features
Explain how the product’s features translate into customer benefits. For example, describe how extra padding makes a couch more comfortable or how a waterproof case protects a phone from damage. Connect product features to real-world solutions for the customer. The more information you can give them, the easier it is for them to make an informed decision.
Optimize for SEO
Include relevant keywords in page titles, meta descriptions, headings, URLs, alt text, and content. This helps pages rank higher in search engines when customers are searching for your products. Proper SEO optimization leads to more organic traffic. If this is not your area of expertise, consider hiring an SEO agency to check all the SEO on your site.
Display Customer Reviews
Product reviews, ratings, and images from real customers build trust and social proof. Display verified customer reviews prominently on each product page. Seeing positive reviews builds trust, reassures shoppers, and influences buying decisions.
Make the Add to Cart Button Obvious
The Add to Cart button should stand out with contrasting colors and prominent placement on the page. Remove unnecessary buttons or links surrounding it. Make the most important call-to-action easy for customers to find so they follow through with purchases. Test button color, size, and placement for optimal performance.
By improving product page content, visuals, messaging, and layout, you can connect better with customers and encourage more of them to buy your products. Product pages are where the rubber meets the road for converting e-commerce site visitors into paying customers. Follow these tips to maximize the impact of your product pages and you’ll soon notice an uptick in conversions from your e-commerce site.
