Optimising eCommerce Product Pages

Optimise product pages to maximise conversions!

When a website visitor lands on one of your product pages, it’s a make-or-break moment. Do your product pages have what it takes to turn casual browsers into paying customers?

Building a product page may seem like a simple enough task. However, designing a high-performing product page that engages customers and pushes them towards making a purchase is an entirely different ball game.

There are product pages that are beautifully designed with user experience in mind, those that diligently meet Google’s SEO standards, and those that strike the perfect balance between the two. These are the top-tier product pages, the ones that are optimised to convert at every opportunity.

Fear not if your online store’s product pages fall short of this sweet spot. With the right guidance, support, and a dose of industry know-how, you too can elevate your product pages and increase conversion rates.

In this article, we’ll take you on a journey through product page optimisation. We’ll discover the key elements that make a successful product page and explore SEO and user experience (UX) best practices to help you to maximise conversions. You’ll soon be on your way to creating high-performing product pages that reel in orders and boost your bottom line.

What do we mean by product page optimisation?

When we talk about optimising a product page, the first thing that probably springs to mind is search engine optimisation (SEO).

SEO is certainly an important aspect of optimising a product page. However, optimising your product pages doesn’t end at improving your search engine rankings; enhancing user experience is just as important.

Optimising for search engines and optimising for user experience often go hand-in-hand because Google aims to provide its users with high-quality, relevant search results. So, optimising your product pages to align with Google’s standards often helps enhance user experience too, and vice versa – handy, huh?!

Why is it important to optimise your online store’s product pages?

So, why is investing time in optimising your product pages so important? The answer is simple: doing so could help your business to make more money.

Optimised product pages perform better. Thanks to their visibility in search engine results, they attract more visitors and convert more of these visitors into paying customers by guiding them seamlessly through the customer journey – from initial interest to final purchase. Optimising your product pages can also enhance user experience by ensuring intuitive navigation and providing information clearly and concisely. When users have a positive experience on your website, it has long-term benefits for your brand, helping to build customer trust and fostering brand loyalty. Satisfied customers are more likely to make repeat purchases and recommend your online store to others, boosting your brand’s credibility and reputation.

Product page optimisation is important to any successful eCommerce strategy, providing brands with immediate and long-term benefits. So, let’s find out how to improve your eCommerce store’s product pages.

What are the key elements of a product page?

Creating a successful product page involves more than just showcasing your product. A successfully optimised product page incorporates compelling visuals, intuitive design, engaging content, and the careful implementation of eCommerce best practices. Unless you’ve got a talented team of professionals in-house, you may need to enlist the help of professional photographers to capture your products in their best light and a web design agency to help with SEO, eCommerce web design, and content writing.

In this section, we’ll provide you with a checklist of the key elements of a high-performance product page. Tick them off and discover whether your product pages contain the ingredients for success.

The key elements of a product page are:

Branding

Branding should be an integral part of any product page. Consistent branding helps to build trust and presents customers with a persuasive narrative. Your brand logo should be prominently displayed, and your brand’s personality and values should echo throughout the page. 

User-friendly design 

Your product page layout and design should prioritise user experience and conversion optimisation. The layout should be intuitive and smooth to navigate, ensuring users can find the information they need quickly and effortlessly. 

Product imagery 

Product imagery is arguably the most important element on a product page. Professional quality photography is a must, as your imagery significantly impacts how website visitors perceive your products. Remember, your product will only be as enticing as your imagery. Consider hiring a professional photographer who can enhance product imagery by styling your images according to your brand guidelines and showcasing your products in the best light possible. If a professional photographer is out of your budget, investing in a light box is a practical alternative. It can significantly improve the lighting in your photography, enhancing your product imagery to a more professional standard. Ensure you include multiple photos of each product, capturing various angles and details. Besides adding visual appeal, high-quality photos also score SEO points.

Product description 

It’s important to ensure that your content writer understands your brand and target audience to allow them to tailor the text content for your eCommerce website to reflect your brand personality and resonate with your target audience. Product descriptions should be written in your brand voice and clearly describe the product in simple, jargon-free language. They should highlight the product’s benefits and convey what makes it unique. 

Pricing 

Your product’s price should be clear and easy to find. Transparency in pricing builds trust and allows customers to make informed purchasing decisions.

Call to action 

A compelling call to action (CTA) is vital to conversion optimisation. Are you explicitly telling your customers what you want them to do next? Phrases like ‘buy now’ or ‘add to cart’ should take centre stage on your product pages.

Reviews/testimonials/case studies

Trust indicators like reviews, testimonials, and case studies add credibility to your product pages. They serve as reassurance for potential customers, and importantly, they can significantly increase conversion rates.

SEO and UX best practices for product pages

SEO and UX impact how easy it is for customers to find your store and the kind of experience they have once they land on your product page. In this section, we’ll guide you through the most important eCommerce best practices, helping you strike the perfect balance between search engine visibility and user-friendly design when optimising your product pages.

Have a keyword strategy 

A robust keyword strategy is critical for SEO. Using relevant keywords throughout your product page content, including in the title tags, meta descriptions, and headings, helps to boost store visibility in search engine results, making it easier for your target audience to discover your products.

Use well-structured and optimised URLS 

Your product page’s URLs should be concise, descriptive, and incorporate keywords where possible. Well-structured URLs that are categorised into subfolders help to improve both user navigation and search engine ranking.

Intuitive design 

Don’t try to reinvent the wheel when it comes to product page design. The layout should be predictable, consistent, and user-friendly. Strive for a clear and straightforward design that highlights key information like imagery, product descriptions, price, and the call to action.

Make it mobile-friendly

According to Oberlo, so far in 2023, the average global percentage of web traffic coming from mobile devices stands at 60%. With an ever-increasing number of people browsing on mobile devices, a responsive design is a must. Your page should adapt to fit and function correctly on different screen sizes and devices, or you risk losing a significant portion of your audience.

Page speed

A speedy page load time is vital to UX and SEO. According to Portent, the highest eCommerce conversion rates occur on pages with load times between 0-2 seconds. Customers expect pages to load within seconds, and delays can lead to higher bounce rates. Google’s PageSpeed Insights tool can provide valuable information about your product page load times and recommend measures to enhance page speed.

Clear shipping costs 

Transparency helps create a positive user experience. Make shipping information easily accessible on your product pages. If you offer free shipping, ensure this feature is prominently displayed.

Intuitive navigation 

Implement intuitive navigation aids like breadcrumb trails to simultaneously enhance user experience and SEO. Adding a search box and dividing products into categories and subcategories can make it easier for customers to find what they want.

Use product videos 

Product videos can significantly enhance user experience and boost SEO. They provide a dynamic way to showcase your product in action, helping to engage customers and aiding them in their purchasing decisions.

Tracking product page performance

Remember, product page optimisation is not a one-off task but a process of continual improvement. Once you’ve ensured you’ve got all the basics covered, it’s important to regularly review your product page’s performance.

By reviewing key performance indicators (KPIs), you can identify what’s working and where there’s room for improvement.

Key metrics to keep an eye on include:

• Unique visitors
• Average session time
• Bounce rate
• Add-to-cart rate
• Conversion rate
• Average customer spend
• Cart abandonment rate
• Customer lifetime value

Tracking these metrics allows you to identify potential issues and make data-driven decisions on how to improve your product pages. Regular adjustments and updates based on these insights will keep your product pages running at optimal performance.

Performing A/B tests can also provide insights about how to improve product pages. A/B tests compare the performance of two different versions of your product page, allowing you to isolate variables and understand which changes will enhance performance.

In a nutshell, don’t fall into the trap of optimising your product pages and then considering the job done. Keep refining and enhancing them to improve the page’s performance for future visitors.

Trust Create8 to build your conversion-driven product pages

Optimising your product pages for conversions requires expertise, time, and a comprehensive understanding of SEO and UX trends and best practices. If you’re overwhelmed or unsure where to start, we’re here to help!

At Create8, we craft high-performing eCommerce product pages that drive conversions. Contact us today if you’re ready to optimise your product pages and start reeling in more orders. View our testimonials on Master Manchester!