You check your sales funnel by opening your store, and you quickly realize that more work needs to be done.
You’re doing a fantastic job drawing customers into your store, but the statistics are unmistakable. There need to be more customers visiting your website to add items to their carts.
You’re aware that your product pages should encourage more people to add your (excellent) products to their shopping carts, but you need to figure out why or how to make that happen.
Not to worry. There are experts for that, and we have quick and easy access to them, thanks to Shopify’s Partner Program.
We asked our team of experts how you can level up your product pages because we know that a high-converting product page is worth its weight in gold (and a little more since web pages are notoriously light).
They delivered, offering wise counsel and even more perceptive illustrations. Here is what you can learn from professionally designed and crafted powerful product pages.
What constitutes a great product page, in essence?
Product pages are accessible in theory. You want to provide your ideal customer with just enough information to enable them to make a purchase decision and persuade them that doing so will be beneficial to them.
So, where do you even begin?
A truly excellent product page is made up of these four components:
- Your product
- Your brand
- In your writing
- Design and user experience of your page
Since this is the time to shine, your product is center stage, but what you’re selling may affect how it’s presented and the questions potential customers may have before making a purchase.
Your brand matters everywhere—from social media posts to email follow-ups—but it matters most on your product pages. Today’s consumers may never visit your homepage before purchasing from you, so the branding on your pages is essential.
Your copywriting is crucial because it reflects your brand’s distinct voice and tone while providing your customers with the written information they require.
All of these factors will influence your page design and user experience, but subtleties are involved, especially from the user’s viewpoint. The page’s layout and content may significantly impact your conversion rates.
In light of this, here are 11 specific considerations our team of Shopify Partner experts advised you to consider as you improve your product-page game.
1. Does your call to action (CTA) make sense?
On a product page, your only objective is to persuade the customer to click “Buy” (or “Add to Cart,” or whatever your primary call-to-action button is labeled). Because of this, Maria Bonello, Director of Strategy at SMAKK Studios, advises that you begin by creating a new product page if you need to troubleshoot an existing one.
Ever wondered what it looks like in person? Here is an illustration created by SMAKK Studios for Wristology.
Image credit: Wristology / SMAKK Studios.
You can see that nothing in this page area is drawing your attention away from why you are there, and the CTA button occupies a lovely center-stage position above the fold, which is purchasing.
Courtney Hartmann Tisa from Internet Marketing Inc. has additional copywriting guidance to complement the clarity angle.
“With CTAs, don’t try to be clever. “Add to Cart” or “Submit Order” links work just fine.”
“With CTAs, don’t try to be clever. There are appropriate times and places for clever branding and copywriting (which we’ll discuss in a moment), but you should be careful to avoid confusing someone who is simply trying to buy your products. It suffices to say “Add to Cart” or “Submit Order.”
2. Do you have outstanding images of your products?
E-commerce has so many benefits.
You can market to everyone! You need a retail space’s high overhead! Your customers typically need help physically seeing and using your products before purchasing, which is one of your biggest problems.
This explains why product photography is crucial for your product pages and why almost every expert we talked to mentioned it as a critical component of creating a great runner.
Tips for Shopify Product Page Optimization
The tips below give details on optimizing a Shopify store and product pages.
- Draw up a plan for your product page’s components
The first step in creating an e-commerce page optimized for conversions is to include the components that successful e-commerce pages frequently use.
- Display product images prominently.
Customers can more quickly and easily find the product they’re looking for with product photographs than with written descriptions.
- Display shipping details in a simple manner
Making the delivery details visible can significantly impact consumers’ purchasing decisions.
- Include more information
Customers cannot physically test the goods or ask questions of a salesperson. Therefore, you must take all reasonable steps to inform them and address any questions they may have. It is also essential for Shopify search engine optimization.
- Include a prominent call to action
The clear call to action on the product pages is another characteristic of website design.
- Make your image metadata better.
Too many online retailers need to catch up with their product photographs. Keyword stuffing is discouraged since metadata is crucial for accessibility (and ineffective).
- Include a variety of photographs
Given the significance of your product photography, providing a selection of distinct images of your product is crucial. A single additional image can say more than a thousand words.
- Put a white background on the photographs of your products
The process of bringing in new things, taking photos, and editing happens more quickly when the ground is constant. Any successful eCommerce company now requires that all its product photos have a white backdrop (or at least a consistent one).
Your product page is the most crucial in any online business. Most of your users from social media platforms, blogs, and landing pages enter at this point. You are more likely to lose the sale if there are errors or unclear information on your product page.
If you are looking to speed up the design process and make your page more sales-friendly, BIE is your go-to partner and solution provider.