Conversion Rate Optimisation Tips for Shopify Product Pages

You’ve got their attention, now it’s time to keep them engaged!

If you’ve got a steady stream of website traffic but you’re experiencing consistently low conversion rates, it’s time you upped your game.

When you first opened your Shopify store, your main focus was probably improving brand awareness and driving traffic to your website. However, lots of website traffic doesn’t always equate to lots of sales. Getting people to your product pages is only half the job. Once they’re there, you need to pull out all the stops to convince them to press ‘add to basket’ and complete that purchase!

The process of improving your website to increase the number of people taking a desired action (in this case, making a purchase) is called conversion rate optimisation (CRO). When you optimise your product pages for conversions, you fine-tune every page element to help turn casual browsers into loyal paying customers.

Ready to start winning more sales? We’ve compiled a list of 20 Shopify product page design best practices and conversion rate optimisation tips to help you enhance the customer journey, build trust, and, ultimately, boost your bottom line.

20 conversion rate optimisation tips for Shopify product pages

When approaching conversion rate optimisation for Shopify product pages, it’s important to evaluate not just how you present the products to customers but also the overall page usability and user experience. We’ve included a good mix of tips to help your website stand out and convert more clicks into customers.

Product-specific elements

If customers are already browsing your product pages, it shows they’re interested in your products and indicates a strong intent to purchase. Now, all that’s left for you to do is build their confidence in your products, dispel any uncertainties, and gently guide them towards purchasing. Let’s find out how.

Key product details

Product details should be displayed prominently, including product title, price, stock levels, and variants. Product titles should be clear and concise and include keywords that potential customers are likely to search for. Pricing should be competitive and set based on market analysis. If the product is on sale, make sure it is clear to customers what the sale price is versus the regular price. Alert customers if limited stock is available using phrases like “only three left in stock” to create a sense of urgency and prompt customers to make quick purchase decisions for fear of missing out (FOMO).

Product description

Writing persuasive product descriptions is an art in itself, and you may want to consider hiring a professional content writer for the job. Your descriptions should be detailed and highlight the product’s features, benefits, and unique selling points. To effectively communicate with a wide audience, it’s also important that descriptions are written in straightforward, jargon-free language. The most effective product descriptions tend to be written in short paragraphs split up by subheadings and bullet points to make it easy for potential customers to scan and pick out key information. 

Product gallery

The importance of product images cannot be understated. Would you purchase if you hadn’t seen a clear picture of what you were buying? All product imagery should be professional, high-resolution images to enhance the product’s perceived value and reduce ambiguity about what the customer is buying. Provide images of the product from multiple angles and incorporate a zoom feature to allow customers to take a closer look. Including lifestyle and contextual shots can bring your products to life and help customers visualise the product in their own lives. Depending on the product type, you may also want to include video content or 360-degree images to give customers a dynamic view of the product.

Call to action (CTA)

The CTA for most product pages is ‘add to basket’. The most important thing to consider when optimising your CTA is its position. The CTA should always be prominently placed above the fold to be visible without scrolling. Think carefully about your CTA’s size, shape, and text. Draw users’ attention to the CTA by using contrasting colours and surround the button with white space so that it stands out. Ensure your CTA uses direct, action-oriented language like ‘add to basket, ‘buy now’, or ‘add to cart’. 

Payment options

If you want to turn more visitors into paying customers, it’s important to make it as easy and convenient as possible for customers to pay. Offer multiple payment methods to cater to different customer preferences and display the logos of all available payment methods on your product pages. This instantly reassures customers that their preferred method is accepted. If you offer financing services like Klarna, ensure the Klarna logo is also displayed alongside payment methods.

Delivery and returns

Prominently displaying delivery and returns information can help speed up purchasing decisions, manage customer expectations, and boost conversion rates. Offering free shipping for orders over a certain value can help to encourage higher order values, while highlighting the cut-off time for next-day delivery may tempt visitors to make faster purchase decisions.

Product specifications

Including detailed product specifications and size guides can reduce customer uncertainty and help customers make more informed purchase decisions, reducing the likelihood of them returning items. 

Product demos

Incorporating visual demonstrations on product pages helps to showcase the product more dynamically, engage users, reduce uncertainty, and enhance the product’s perceived value. Videos should be professionally produced, high-resolution, well-lit, and feature clear audio. The video content should be clear, concise, and focused to optimise its impact.

Trust badges

If website visitors have never bought from your Shopify store before, you first need to win their trust. Displaying trust indicators like industry awards and secure website and SSL certificate badges helps reassure potential customers that your store is credible and secure.

Customer reviews

Another powerful way to foster trust amongst website visitors is to leverage social proof like customer reviews and testimonials. Prominently displaying customer reviews or product ratings on your product pages provides potential buyers with valuable insights from fellow customers and can help address common concerns that could otherwise deter them from purchasing.

Upselling/cross-selling

Incorporating upselling and cross-selling features into your product pages can help enhance conversion rates and customer order value. Use Shopify apps to provide customers with data-driven product recommendations within your product pages. This could include recommending products that ‘complete the look’, are ‘often bought together’, and are ‘similar products’.

Page interface and user experience (UX) elements

The next elements we will discuss are the bread and butter of eCommerce. To enhance conversion rates, your product page’s interface, Shopify theme, and user experience (UX) must be engaging and intuitive to navigate. Let’s learn more about how you can enhance these core elements of your product pages to boost conversion rates.

Banners

Website banners capture interest, communicate important information, and guide the customer journey. The primary banner at the top of your product page should display key information that helps gain trust or entice customers to make a purchase. It usually showcases customer ratings, highlights sales or promotions, or attractive features like free delivery or returns. If you’re using a secondary banner, this usually features just below the navigation and spotlights new collections or products. These banners help to communicate important information at a glance and incentivise customers to explore your products further.

Value proposition

Your value proposition should be at the heart of all product page content. Think carefully about your product’s benefits and what differentiates it from the competition. Create product page content that connects with users by evoking feelings and promoting how your product can solve a problem or meet their needs – sell an experience, not just a product.

Content structuring

Structuring the content on your product pages strategically will enhance readability and help to ensure that key information is easily accessible. Start by establishing a clear hierarchy in your content, positioning the most important information at the top of the page, above the fold. Next, use headings, sub-headings, and bullet points to break up and organise content into manageable chunks that are easy to scan.

Navigation

Carefully optimised and intuitive navigation helps website visitors quickly find what they’re looking for. You don’t want to overwhelm users when it comes to website navigation, so simplicity is key. Product categories should be organised and easy to navigate, allowing users to find what they’re looking for in the least number of clicks possible. Implementing breadcrumbs (navigational links that show the path from the homepage to the current page) helps users easily travel around your Shopify website. 

Search functionality

Integrating a prominent search functionality at the top of each product page can significantly improve UX by helping customers find what they’re looking for quickly. Opt for an advanced search feature with auto-complete suggestions, natural language processing, and advanced filtering options to improve the user experience.

Social media integration

Integrating social media effectively on your product pages can help amplify your reach, build community, and boost conversion rates. Add social share buttons to product pages to encourage visitors to share your products with friends and connect with your brand to receive exclusive news and offers. 

Newsletter signup

Entice visitors to sign up to your email list by offering discount codes, free shipping, or access to exclusive deals. Receiving a discount code by email could be the incentive they need to convert there and then, and if not? Then, you can nurture the lead with engaging email marketing campaigns. Ensure the signup process is as simple as possible; most email signup forms only require a name and email address.

Mobile optimisation

Many mobile shoppers now shop online using their mobile devices, so your Shopify product pages must have a responsive design that looks and functions seamlessly on any device and screen size. 

Page loading speed

Your product pages should load quickly, ideally within a few seconds. You may find that visitors are quick to abandon your website if it takes longer. If your product pages are bursting with high-resolution product photography and videos, you’ll need to check that they’re saved in an appropriate format and compress them to speed up the page’s load time. Ensure that your images and videos are responsive too, allowing them to adjust in size based on the screen size on which they’re being viewed.

Partner with Create8 to optimise your Shopify product pages

Are you ready to boost your Shopify store’s performance and start winning more conversions?

At Create8, we are proud to be a Shopify partner and employ a team of Shopify web design specialists. Our team of experts leverages the latest trends and technologies to optimise Shopify product pages so that they look great and convert visitors into loyal customers. Whether your product pages require persuasive, well-written content, a more refined user experience, or the integration of Shopify social proof and upselling apps – our team have the experience and know-how to optimise your store and help it to stand out from the competition.

Look at the case studies on our website to learn more about our work, or contact our team to discuss how we can help you optimise your Shopify product pages.