81% of shoppers land on eCommerce product pages through search engines. This means shoppers directly go to specific product pages - not the home page, about us, or collections pages. That's why product page conversions are oh-so-important; now more than ever.And it’s possible, after browsing your product page, these customers don’t end up buying anything. There could be many reasons for it: price-related, lack of product information, or non-availability of the product.This means every product page on your site is responsible for your Shopify store conversion rate. Therefore, every product page has to be optimized to be able to turn your store visitors into customers.So, how do you do that?
Put your Shopify store product pages to work with these conversion rate optimization hacks
1. Have a crystal clear call to action
What do you most want your site visitors to do? To click the ‘Buy Now’ and ‘Add to Cart’ buttons. Right? The call-to-action (CTA) button is a good place to start optimizing your product page to drive prospective customers towards your desired actions.However, getting this tiny feature right is a humongous task! There are no rules, but there are some tried and tested ways that work for many brands. Let’s see some examples:One brand increased its click-through rate by 90% by using first-person voice in the CTA: “Start my 15-day free trial” vs. “Start your 15-day free trial”.Another company was able to increase clicks by 26% by adding an arrow icon next to the CTA button.While orange and red colored CTA buttons seem to attract more clicks, strategically placing the button after deals and offers also improves its click rate.There! We’ve shared three examples of how small details can make your CTAs more effective.You can think of creative CTA strategies to increase conversion on your Shopify store.Now let’s see an example from Shopify store Bucket Bike. Here, the EMI offer and customer review ratings are followed by a simple CTA button.
2. Make your product photos stand out
Content with visuals gets 94% more total views. Research shows that 22% of products are returned because they look different from the photographs. Now, every brand wants to have splendid visuals that stand out from the crowd. But it’s easier said than done.For starters, good photography can mean big monetary investments, depending on how much your professional photographer charges. So, it’s all about finding a good resource within your budget.Next, every brand wants a unique look, but someone, somewhere has already done what you want to do. It just means you’ll have to get more creative.Some cues to optimize your product pages through visuals:
- Consistency is key. All your product photographs should look the same or follow a theme
- Invest in product photography by hiring a professional photographer
- Use original, unique photographs; avoid stock photographs. Having images that are common to other sites will not make your site look unique
Here’s how Shopify store Fabuliv gets it right with a consistent visual tone.
3. Add images of your product variants as well
The human brain processes visuals 60,000 times faster than text. Therefore, simply naming your product variants (red, yellow, blue or chocolate, vanilla, strawberry) might not be as effective as having images of the product variants.Moreover, if your products have creative names, shoppers might not be sure about what the product will look like. Showing product variants through visuals - photographs or videos - brings clarity and surety for the shoppers. It helps them make purchase decisions.See how Shopify store Henkaa does it for all it’s products.
4. Allow customers to subscribe to restock alerts
It’s possible that some of your products are fast-selling and get stocked-out. If you don’t have an automatic real-time restock alert feature on your product pages, you might miss out on potential sales.What should you do?Have a restock alert option. We’re talking about the ‘Notify Me’ or ‘Subscribe for Restock Alert’ button on your product page.And once the product is back in stock, this is where you can clearly make use of FOMO (fear of missing out). Entice subscribers to buy the product by creating a sense of urgency.Some ideas to optimize your Shopify product page with the help of restock alerts:
- Allow shoppers to subscribe to restock alerts via multiple channels - SMS, email, web push and Facebook Messenger, among others
- Use the customer details - email address, phone number or Facebook details - for retargeting and remarketing
- Answer shoppers’ queries related to the product they’ve subscribed for
5. Display pricing information correctly
Ever come across a site where you’ve liked a luxury product that says ‘Price on request’ ? Or a simple item priced exorbitantly high? Chances are you’d be put off by it. When it comes to price, shoppers look for specific and clear details.So, if you’re selling a seemingly simple item at a high price, your shoppers should know why it’s priced so high. The reason: customers have a lot of questions, especially when shopping online. As a brand, you must not assume that the customer will understand the price points.Did you know? One of the major reasons for cart abandonment is the shipping charge at checkout.So, what are the price-related best practices to optimize your product page?
- Be transparent and clear about any extra charges - shipping, taxes, etc
- Be specific about the prices
- Avoid having hidden costs. Mention the complete cost of the product on the page
- If you’re shipping for free, mention it on the product page. Free shipping can boost sales by 79%
Here’s how the sustainable fashion brand, The Summer House explains the passionate process behind the product. It helps shoppers know what went behind making the product and hence, the price tag.
6. Include as much product details possible
If you’re an eCommerce brand, customers will come to your site for one thing - to buy products. So, whether your shoppers know your brand and products or they’re new to it, for every product, you need to share enough details for them to hit the buy button.Here’s what your product page must have:
- An engaging and informative product description
- Product features and how they’ll benefit the customer
- Product videos
- High quality product images
- Images of variants of the product
- A clear call-to-action
- Details that answers questions about exchange, return policy
- Payment methods and options
- Social proof - reviews and ratings, testimonials
- Product recommendations
- Product how-to in text, video or infographic form
- FAQs (frequently asked questions)
- 3D models to give shoppers a better understanding of the product
See how Shopify store William Abraham shares A-Z information about their socks - where it’s made, weight, feel, texture, gauge, size guide, care, etc. Who would’ve thought you could share so much info for a pair of socks!
7. Customize your product pages for branding
Say, a customer landed on your product page through online search. That customer might never visit your home page or about us page. How are you going to convey what your brand is all about and what it stands for? You can do so through your product page.How?Customize your product page to highlight your brand.From the colors to the text to the user experience -- each of your product pages should reflect your brand. Here are some tips:
- Customize the call-to-action button in your brand colors
- Change the font color to match your brand color palette
- Look beyond the tagline and logo - weave your brand’s mission and values into your product pages’ content and overall vibe
- Keep a check on consistency. Each of your product pages should look and feel the same
Now, let’s look at an example to understand these best practices better.Shopify store Holstee creates comprehensive product pages, including the concept behind their product, a video showing how the product was made, customer reviews, an images gallery, shipping & returns, etc.
See the full product page here.
8. Tell customers how the product benefits them
Customers want products that benefit them, make their lives easier, and add value to them. Hence, let the customers know how the product will solve their problems. You can do it through text, images, and/or videos.In other words - make your product page content aspirational. Here’s how:
- Write your product page content in a human tone. - friendly and easy to understand
- Display videos and images that demonstrate how the product can be used and what it does
- Include social proof through user-generated content - how customers have used it
Shopify store Pilgrim is a good example to learn how to let customers know of the benefits of the product.
See the full page here.
9. Include social proof
Deals and discounts may not cut it all the time. Studies show that 55% of online shoppers leave sites within the first 15 seconds. That’s how much time you have to hold a visitor’s attention and probably turn them into a customer.There’s something else that can do the trick -- reviews. Customers trust reviews 12 times more than other information such as product information. This makes social proof an important aspect of your product pages. Doesn’t it? Afterall, 88% of consumers make purchase decisions based on customer reviews.Some ideas around social proof to optimize your product page:
- Display product reviews and ratings by customers on the product page
- Show real-time sales updates. Remember seeing those tiny pop-ups in the bottom corner that read, ‘A customer from Thailand bought this item 10 minutes ago.’
- Share ratings and reviews in the product recommendations displayed on your product page
- Show user-generated content - photos and videos of customers using the product, etc
- Showcase your store’s best-selling items
10. Allow pre-orders for your products
Would you believe if we said you could optimize your product page even if you didn’t have the products in your inventory?Yes, it’s possible! We’re talking about the pre-order feature.You can use the pre-order feature when you’re going to launch a new product or when a product is sold-out but would be restocked. So, instead of the ‘Buy Now’ or ‘Add to Cart’ button, your product page will have a ‘Pre Order’ button.Your pre-order product page can be optimized with these features:
- A well-written product description
- Benefits of the product to the shopper
- Product demo videos and images
- Details about delivery dates
- Information about returns & exchange policies
Here’s an example from Shopify store Studio Neat. The site highlights its pre-order product prominently on the home page allowing shoppers to click to go to the pre-order product page.
11. Have content that sounds human and interesting
We humans build connections through communication. The same is true for brands and its customers. Having an authentic, friendly, empathetic tone of voice will help your site visitors connect with your brand.This is important especially for eCommerce stores - you don’t have the opportunity to meet and greet your shoppers face-to-face. But you have the chance to create the perfect environment on your online store.So, is your brand voice human enough? Is it engaging customers?Here are some key things to consider:
- Your brand voice should be consistent across channels - your website, emails, social media, and other communication
- Your brand voice should reflect your brand’s core values
- Keep your content friendly, fun, light, and easy-to-read, so that it makes readers comfortable and inspires them to click
12. Use live chat to be present for your customers
Customers usually have many queries about products - size, price, delivery date, shipping-related, exchange and returns-related, among others. Today’s customers expect brands to be proactive with their customer service. You need to help shoppers on your site in real-time with clear answers.And so, you better be there for your customers when they need you.How?Include a live chat feature on each product page. Engage your customers in real-time. Then, subtly drive them in the direction of hitting the buy button. It works. Brands have increased sales by up to 45% simply through live chat.Some cues to get your live chat feature spot on:
- Even if you’re using a chat bot, keep your tone human and friendly. Your shoppers should feel like they’re talking to a person, not a robot
- Track your visitors’ behavior in real-time; then, share targeted messages to improve conversions
- Offer deals and discounts while they’re browsing products. To entice them, make the deals time-sensitive through FOMO
- Customize your chat messages by sharing product recommendations based on shoppers’ interests.
Here’s an example from Shopify store Biko’s live chat.
13. Ensure your product pages are fast-loading
100-millisecond! That’s the time it takes to reduce your Shopify store conversion rate by 7%. Shoppers are busy and expect everything to be fast. Let’s put it this way - the longer your page takes to load, the faster you’ll lose potential customers.So, while you include all the important features to optimize your product pages, you’ll have to ensure the pages are as light as a feather, so they load fast!Here’s how to ensure your Shopify store is always up to speed:
- Use a fast eCommerce platform and hosting site
- Manage your image and video size
- Install apps that help you maintain speed
- Remove broken links
14. Optimize your site for mobile
More than 50% of all online traffic comes from mobile phones. That makes it critical for you to optimize your site for mobile. But what does it really mean?In simple words, make your website user-friendly, intuitive, and fast-loading when visitors open it on their mobile devices.Here’s how you do that:
- Display the most important information in a prominent place
- Tailor experiences to individual customers based on their GPS locations
- Ensure your site speed is fast enough
- Simplify the checkout process
- Ensure the page display is proper and not cut out.
How are you going to optimize conversions on your Shopify store?
While you may want to implement all the above hacks, it's not that simple. You’ll have to keep monitoring the performance of each of these features and how visitors interact with your product pages. The key is - optimize and test different strategies. Tweak things based on performance and measure the impact it has on your conversion rate.