5 Tips On Optimizing your Ecommerce Product Page To Increase Conversions

ecommerce product page optimization tips

Ultimately, the goal of a well-optimized product page is to increase sales. Sounds simple, but in fact, encouraging visitors to click the ‘add-to-cart button’ requires a number of components to be placed optimally on the page and to work in sync. In general, the page must highlight the product (of course), be informative and enticing with great copywriting and be easy to use with a strategically planned page design. Your unique branding should be obvious and shine through all these components. A person could conceivably land directly on a product page without going through your home page. Associating your spectacular product with your brand from the get-go is the first step in developing customer loyalty.

Let’s unpack the features that make up a great product page. 

1. Use Exceptional Product Photos.

Exceptional Product PhotoIn an actual brick and mortar store, the shopper can touch the product, pick it up, try it on, see how it feels and looks on their unique body. Online shopping provides so much less sensory information. Providing detailed, professional quality photos will help bridge that sensory gap somewhat.

Accordingly, the photos must be of high quality. Don’t skimp on this and upload blurry, little images that will immediately associate the product in the customer’s mind with low quality. It isn’t just aesthetics; customers need to see high quality images to derive information about the product. To make it almost as good as being there:

  • Customers will want to be able to zoom in on a product to see details.
  • They will want to see the product from multiple angles.
  • Link your images to variants of the product (if any)
  • Depending on the product they will want to see it in context (show somebody wearing the clothes).
  • Depending on the product, they might want to see it in use.
  • Include videos if it makes sense for your product.

2. Leverage Low-key Cross-selling.

Leveraging Low-Key Cross-SellingA photo-related feature that will not only enhance your conversion rate but also user experience if it is done correctly, is to offer images of complementary or related products. This could be something in the line of including thumbnails of the accessories shown in the product image of a model wearing a blouse, for example. A potential customer looking at the blouse image might be thinking how nice the bracelet goes with the blouse, and wondering where or how to buy one. A discreet thumbnail with an add-to-cart link is simply being helpful.

The trick here is to be subtle. Don’t annoy potential customers by bombarding them with images that are only distantly related and will distract them from buying the product at hand. Rather, provide truly useful suggestions and do it discreetly and thoughtfully.

3. A Prominent Call to Action (CTA).

Prominent Use of Call to ActionThe Call to Action is the most important item on the product page, from a selling point of view; you really want that visitor to click it, and you need to make it easy for them to do so.

The CTA’s message must be crystal clear (Add to Cart, for example ). This is not the place for any sort of clever play on words or ambiguity.

As well, the CTA must be immediately visible, standing out from the rest in some way. Provide enough white space around the CTA so it doesn’t get lost in clutter, and if it fits with your branding, use colour to make it instantly obvious.

4. Great Copywriting.

Great Copywriting is essential for ecommerce success

Be Useful – Think Customer-first

Copywriting must above all be useful to your potential customer. To be effective you need to anticipate the questions and concerns your customers will have, and proactively address them. Key to this, is a good knowledge of your target customers: what are their general concerns, how will they use your product and so on. Generally, people require more detailed information before they buy a higher priced item than a lower cost one.

Layout is also important. For detailed information, organize it in short blocks that are easy to scan so your customers can quickly find what they want to know.

Be Engaging

This is especially important for the product descriptions. Always speak in your brand’s voice, and to your specific customers. Never, ever just copy-paste the manufacturer’s description. If possible, add testimonials with story-like details, if not a whole story — although that might be appropriate in some circumstances. People relate to stories. Short narratives about personal experience using a product in real life can activate intangible, emotional associations such as a sense of quality.

5. Trust Signals and Social Proof.

Practical Information

Trust signals are all those things that inspire confidence in your potential customer by addressing the practical concerns upfront. These are the concerns that otherwise might stop the potential customer from purchasing — concerns such as shipping costs, how it will ship, when it will arrive, returns et cetera. Details or links to more information should be provided in the above the fold area of the page. This is a great place to promote free shipping also. Providing the option to save to a wishlist is also a great idea to keep those customers who don’t want to buy right away in the loop.

Customer Reviews

Customer reviews are one of the most important elements you can add to your page to provide social proof. People look to fellow customers for unbiased testimonials about the value of a product. Reviews build trust and go a long way in convincing customers to buy. Stellar, detailed reviews are best, of course, but even a few less-than-stellar reviews aren’t necessarily the end of the world; they can add validity and the sense of impartial honesty.


Key Takeaways

Incorporate these five suggestions and you will be well on your way to increase your ecommerce conversions. The most important point to remember is to step in your customer’s shoes. Be sure to provide an experience that is focused on being helpful with all the information your customers need. Buying should be in an easy, distraction-free process.

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Content this, content that, content here, content there: content is everywhere. I’ve made my argument elsewhere that it’s an important part of your digital strategy, no matter your business size or type. And in order to reach your marketing and sales objectives, your content must be excellent. But I realized something lately: that lots of people don’t really understand what excellent content means, or how to reach that level of quality. The web is clogged with sub-par, badly written, uninteresting, plagiarized and useless content. (more…)

Exude Passion with an Active Writing Voice

It's no secret that content is key when marketing yourself online—and not just any content, either. Website owners, for better or worse, need to create genuinely good writing that potential cuActive writing voicestomers will actually want to read. But it's not enough to have good ideas; you're far more likely to find success if your writing is technically strong. The lack of active voice in writing is one of the most common problems people face; they are easily confused about what it is and why it makes their writing far more effective than the passive voice. By trying to use active voice whenever possible, content creators can bring passion, authority, and interest to their work—and readers will notice.

Subjects, Objects, and Verbs, Oh My!
In order to explain what the passive and active voices are, it's time for a quick grammar refresher course. There are three components to a basic sentence: the subject, the verb, and the object. The subject of the sentence is the person or being who performs the action, or verb, upon the object. For instance, in the sentence “Brian threw the ball,” Brian is the subject; he performs the throwing action on the object, the ball. Descriptive adjectives may get thrown in there, of course; multi-part compound sentences will introduce more information and there are various verb tenses to contend with, but at the end of the day the subject, verb, and object remain the pillars of basic writing.

A sentence like “Brian threw the ball” describes the subject performing a verb action upon the object; this is active voice in action. Passive voice, on the other hand, reverses things around: “The ball was thrown by Brian.” In passive voice, the subject of the sentence is acted upon, instead of doing the acting. In the example above, the subject of the sentence is now the ball, not Brian; it's not actively performing the verb, but instead is being passively acted upon by the object of the sentence (Brian).

If you compare the two examples, some key differences immediately stand out. The active voice sentence is concise and clear, whereas the passive voice example uses more words and describes the scene in a more roundabout way. Instead of one verb—'to throw'—the passive sentence contains two: to throw, and “was”—a form of the verb 'to be'. Good writing uses precisely as many words as are necessary to communicate its information; passive sentences quickly become unwieldy and it's very easy for readers to get confused. Furthermore, the passive voice takes a lot of power away from you, the writer; when subjects are being acted upon, instead of acting, then your writing does not have the energy and passion that is absolutely essential for good marketing content.

Transforming Your Writing
Using the active voice in writing—especially when related to business or trying to communicate with potential customers—will improve readability and engagement. If you're new to content creation, try going through some of your already-published pieces and look for the passive voice. Some people feel that passive voice makes them sound smarter, so it pops up a lot in business writing. It won't be as simple as balls being thrown; you may realize you've written something like this:

“Our product has been purchased by over 3,000 customers”

While it's exciting that you've seen so many sales, changing this sentence to the active voice turns it into this:

“Over 3,000 customers have purchased our product”

This version puts the power back with the customers—and potential new ones will respond to it.

Of course, the English language is a frustrating beast, so there are situations where the passive voice can work in your writing. However, they are exceptions rather than the rule; you should aim for the active voice whenever possible. Your writing will exude more passion and be far more exciting to read; and when you're aiming to add to your customer base, you want your call to action to be active!

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If you’ve ever eavesdropped on a conversation, you know that our verbal culture is an editor’s worst nightmare. Saturated with rotten grammar, half-baked ideas and a disturbing amount of likes, ums and y’knows, human speech isn’t exactly made for readability.


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