The product page is a crucial part of the shopper journey. It’s where shoppers make their decision to buy your product or not. A recent study by Conversio found among the 2,687 stores surveyed, that the average product page conversion rate is 7.91%. As an eCommerce business in a competitive market, you need to be able to convert as many of your store visitors into customers. To ensure this, your product page must be optimized to convert, using tactics that have proven to work.In this blog, we’ve listed 10 best practices to help you set up high-converting product pages to increase your Shopify sales.
10 Best Practices to Set Up High-Converting Product Pages
1. High-quality product images
67% of consumers say that the quality of a product image is very important in selecting and purchasing the product. Good product images make shoppers perceive that the product is of high-quality as well. When photographing your product, you need to ensure that there is enough light in the picture and that the product is framed properly. You can also show the product in use. So, if it’s a dress, you can show it worn by a model or if it is a protein powder, you can show it used in a drink. This way, shoppers can visualize what it looks like.
2. Detailed product descriptions
To accompany your product images, you need detailed product descriptions that let the shopper know everything they need to know about the product. This would include details like material, size, care instructions, color, what it tastes/looks/feels like, etc. With such a specific description, your shoppers can get more insights into whether the product suits them and be able to make a purchase more confidently.
3. Back in stock subscription for unavailable products
Oftentimes, shoppers show interest in a product and click on it but end up seeing the item out of stock. These shoppers are likely to leave the store without making any purchases. To ensure that you don’t miss out on capturing these interested shoppers, you can set up back-in-stock alerts.Back in stock alerts allow shoppers to subscribe to unavailable products so that they can come back to purchase it once it’s available. This way, you can turn a negative experience of stockouts into an opportunity to recapture shoppers who have the intention of purchasing from you.You can set up Back in Stock - Restock Alerts app to set up the subscription widget and automate the messages via different communication channels. Further Reading: How to Customize Your Back in Stock Alerts During Coronavirus
4. Live chat
With a 92% customer satisfaction rate, live chat is a priority for stores who want to bridge the gap between the number of store visitors and converted customers. With live chat, customers get responses instantly. This is especially important because when shopping online, your store visitors will surely have questions about the product size, refund, and other such queries. With the live chat functionality, shoppers can clear any doubts they have and continue checking out.Apps like Tidio allow you to set up live chat and automate common responses. This way, your customer service won’t be swamped with shoppers asking common questions about refund or sizing and they only have to handle unique queries.
5. Simplify how customers switch between variants
Many products have multiple variants, from color, size, and other customizations. You can make it easier for your shoppers to switch between these variants by enabling a product options app. With this functionality on your product pages, you can make your online shopping experience more enjoyable for shoppers.If you have just a size variant that you need to provide options for, you can set up Avada Size Chart. This free app enables size options on your products and makes it easier for your shoppers to choose their size.However, if you have multiple product variants, you can set up Bold Product Options. The app allows you to set up custom fields for your Shopify store and customize these options however you choose to.
6. Display discounts to entice shoppers
Many online shoppers love discounts. When you’ve discounted a product, make sure that this discount offer is visible very clearly on your product page. You can do this by displaying the MRP, striking through it, and highlighting the offer price next to it.Another way to highlight discounts is by adding a product label on the product, using the label ‘Discounted’ so that shoppers can instantly spot products on discount. You can set up product labels with apps like ModeMagic.If you have volume discounts available, you can display these discounts easily with apps like Discounted Pricing. With this app, you can show custom discount pricing and allow shoppers to buy in bulk.Here's what one merchant, Xtractor Depot, has to say about the app:
“We currently use this app on Shopify and we love it! We use it for our product pages and sale items. What we love the most is how easy it is to use!”
7. Optimize the product page for SEO
Make your product page discoverable via search by optimizing it for SEO. Many stores forget to optimize their product page and this impacts how visible they are to shoppers looking for products like theirs.
- Include alt text for your product images.
- Add a meta description for your product page.
- Ensure that your product page URL is optimized.
- Add the relevant keywords to your product descriptions.
You can also install the Avada SEO Suite app to optimize your website and your product pages for search engines without putting in too much work.
8. Display customer reviews
88% of consumers say that they trust online reviews as much as personal recommendations. If you don’t have reviews set up on your Shopify store’s product page, it’s about time you do!Reviews can help your shoppers decide whether they want to buy the product. You can choose what kind of reviews you want to display. These can be testimonials from shoppers, ratings of the product, written reviews of the product, or customer photos of the product. Apps like Judge.me and Loox are commonly used by Shopify stores to collect and display reviews on their Shopify store. By setting up reviews, you’ll see a positive impact on how shoppers perceive your products and how quickly they convert.
9. Keep the CTA buttons above the fold
When shoppers land on a product page, they want to be able to access the most important elements quickly. One of these elements include the CTA buttons— ‘Buy Now’ and ‘Add to Cart’. Ensure that you’ve placed these buttons above the fold so that the shopper doesn’t have to scroll down to find them.This is a very small tactic but works wonders in maximizing your conversions.
10. Shoppable Instagram feed for engagement
Once shoppers reach the end of the product page, they are likely to drop-off. That is if you don’t have any engaging elements set up at the end of the page. One fascinating feature you can add to your Shopify store’s product pages is a Shoppable Instagram feed. With this, shoppers can click on an Instagram post through the embedded feed at the end of your product page. When they click on the image, they can see each product featured in the image and make it easier for shoppers to choose a specific product. This way, your shoppers will continue browsing and end up making a purchase.You can set up this feature on your product page with the Cameo app. The Shopify app allows you to embed your Instagram feed and tag your products. This element on your store is customizable, ensuring that it fits your store’s theme and look.See how this is implemented on a fashion brand:
Increase Shopify sales with high-converting product pages
Your product page plays a huge role in whether your shoppers convert into customers. By optimizing your page, providing enough details about the product, and setting up a pleasing experience, your store visitors are more likely to purchase. We hope these 10 best practices help you set up a product page that converts more visitors on your Shopify store.