eCommerce Product Page Optimization [Strategies, Key Features & Tips]

As an ecommerce business owner, complexity occurs when there is minimal traffic to your website despite your target customers navigating through it. It’s a disappointment for any business owner to witness potential customers not converting into buyers while the products on sale on their websites are in high demand, backed by research.

You need to change your approach towards the product page and optimize it to appear in the top searches on Google.

6 Effective Product Page Optimization Strategies

Here are six tips to generate goodwill for your brand and drive organic sales on your product page.

Tip 1: Enhance High-quality and Attractive Product Pages and Images 

• Attractive and clear product visuals are extremely essential for product clarity. Ensure your product imagery has a high resolution and is clearly visible on various devices.
• To ensure product clarity, images should not pixelate while zooming in. Customers zoom in on images to view product features in detail. 
• Highlight the product’s quality, versatility, durability, and other unique selling points, including a few product videos across product categories. This enables trust and encourages customers to make a purchase.
•  Upload a combination of product and lifestyle images, with one set showcasing product features shot from multiple angles and the other set showing product aesthetics that highlight your brand. Add separate images for color variants of the same product.

Example: An Indian kids’ luxury brand showcasing its product features and lifestyle imagery along with color variants. 

Product: Kids Gumboots

Here is an aesthetically pleasing lifestyle image for running shoes by Nike:

•   Add SEO-friendly alt text descriptions to all product images and link them to their variants.
• Ensure that all images meet Google Photos’ size, resolution, and standards and are of high quality.
•  If your product requires size descriptions, add imagery with measurements for customers with in-depth clarity. 

• If your product comes with added features, add imagery showcasing its attributes.

Tip 2: Write Clear, Engaging, and Enticing Product Descriptions 

• Detail the product specifications and be as informative as possible. Providing information like product names and descriptions with compelling visuals can improve conversion rates for ecommerce websites.
• Use a combination of short, long, and long-tail keywords to improve search engine rankings. Use keyword-generator tools such as Ahrefs and Semrush. For on-page search engine optimization, include meta titles and descriptions.
• Include details such as material type, different sizes (with a link to the product’s size chart image), quality, usage instructions, and care instructions, including dos and don’ts.
• Include precautionary instructions and safety guidelines.
• Mention the product’s eco-friendliness and highlight features such as paraben-free, SPFs, UV protection, anti-allergens, and the like.
• Include SEO-friendly blogs on product-focused topics and add backlinks to educate your customers and create product value.

 Below is the product description for a school lunch box.

• For fashion and luxury products, add aspirational and aesthetically described product specifications.

Tip 3: Incorporate effective and impactful CTA strategies

• Ensure your product page does not have your CTA button at the bottom. If scrolling down is the only option to go to your basket or cart, then your website needs a revamp.
• Use clear and concise action-oriented CTA buttons such as “Add to basket,” “Buy here,” “Buy now,” and “Go to your cart.”
• All your CTA buttons should be eye-catching, as this is the primary tool for faster conversions.
• Make the CTAs direct and highly visible. Use contrast colors or place them in a box that stands out and is clear from other elements on your page.

•  Showcase how fast-selling your product is by highlighting how often it has been purchased that day, in the past hour, or with a tab that highlights the limited stocks available.

• Include FAQs on your product page to resolve the general queries your customers have. Expect these questions and provide direct answers. This builds great trust and dependability amongst your customers.

Tip 4: Include Customer Feedback, Testimonials and Media Coverage

• You must have a section to upload customer feedback and testimonials. This is the best route for possible conversions. Use product reviews and feedback to attract online shoppers.

• Ecommerce business owners must provide user testimonials and feedback, as it serves as social proof that drives sales.
• Your customers are your biggest advertising tool. Follow up via email or text to remind them to leave reviews on the product page.
• To trigger an instant purchase, position the review section or product rating closer to or around the CTA button.

• Flaunt your media coverage, if any. PR goes a long way. Make sure your page proudly displays all your recognition. It adds to brand credibility and recognition.

Tip 5: Tell Your Brand Story

• Interact with your customers as a brand that brings identity and value to your customers. Using conversational tones for B2C products to increase customer engagement enhances a brand’s identity.
• Make your brand aspirational and build an emotional rapport with your consumers, write about your story. Be uninhibited and strike that chord with your customers to build customer loyalty.
• Share your brand’s vision and mission statements (It’s an ideal choice to create an About Us page).
• Show your journey and milestones. How you started 5 years ago vs. where you are today speaks to your customers in an informal manner, which strengthens consumer associations.
• Across your product pages, be consistent with your brand tonality and brand colors.
• If you have brand mascots, use them as chatbots for customer interactions. This gives consumers an exciting experience.
• To increase brand recognition among customers, establish a strong online presence on social media platforms, and ensure brand consistency across all platforms.

Tip 6: List FAQs, Customer Support, and Shipping/Checkout Policies 

•  Lay out all your policies clearly to establish trust and credibility among your customers
• Highlight the trusted shipping partners you’ve onboarded and the various shipping options you offer. This increases customer confidence in the safe delivery of their ordered products and guarantees a refund in the event of damage.
• Likewise, highlight payment platforms on your online store with which you have partnered to ensure that customers’ money and data are safe when they purchase from your brand.
• Include FAQs under all of your policies and categorize them accordingly. Shipping-related FAQs should be under Shipping Policies. Questions about refunds fall under refund policies, and so on.
• Provide a 24×7 customer support service, highlighting features such as free shipping and secure payments in product page banners.

For Example: 

5 Key Features for a Highly Optimized Product Page

For your brand to stay at the forefront of the expected ecommerce boom, here are additional features and steps to maximize your product page’s potential:

1. Strategic Keyword Research and Application

• Strategize your on-page SEO best practices and conduct in-depth keyword research using SEO tools that help you rank highly in major search engines.
•  Incorporate primary and secondary keywords that align with user searches into product titles and descriptions. This increases web traffic to your site.
• Use semantic HTML tags to structure web content to reap SEO benefits and improve your page’s search ranking by implementing product-focused keywords
• Add internal links and backlinks to your blogs to increase web traffic to your page.

2. Crafting Optimized Title Tags and Meta Descriptions

• Create captivating titles between 50 and 60 characters. Ensure that the product titles are relevant to your products. Strategically integrate product page keywords to increase search engine visibility and attract potential buyers.
• Create a meta description between 155 and 160 characters with a focus on the primary key phrase.
• Use the meta title and meta description intelligently to provide informative and high-quality content to both search engines and customers, while strictly adhering to SEO best practices.

3. Boost your Product Page Performance by Implementing Structured Data

• Reach the expectations of web standards by incorporating structured data formats to provide detailed and relevant information about your products for search engines to facilitate higher-ranking search results.
• Follow the data markup format for products. The products should be arranged as follows: name, image, title

4. Create a Mobile-Friendly Design

• Make user interaction on other devices as convenient as possible. Ensure your images are easily readable on smartphones, tablets, and other small or large screens without causing pixilation.
• Use fonts that are clear and readable, even on mobile screens.
• To enhance the customer experience, design menus and functionalities that are easy to navigate on smaller screens.
• Integrate a responsive design with a fast loading time and increased click rates for a great user experience.

5. Highlight “you might also like” Products Suggestions for Customers

• Upsell and cross-sell by highlighting other products that customers can like on your page when they have added a product to the shopping cart.
• Emphasize products that offer a discounted price when combined with the buyer’s first purchase. If they purchase a school bag, see if they can combine it with another school and stationery product that you are selling on your page, such as a water bottle or a lunch box.
•  Add buttons like “Our recommendations for this season” or “Our founder’s pick of the month.” This creates a sense of curiosity and increases your average order value by triggering purchasing behavior.

4 Essential Strategies for Enhancing User Experience and Design 

Enhance your product page potential by incorporating the features mentioned below, as the user experience is crucial in optimizing product pages.

1. Fast Page Load Times

• Decrease HTTP requests by reducing and resizing elements and images without compromising image quality.
• Run your ecommerce site through free Google page speed insights and make changes accordingly to ensure a fast page load.
• Use picture formats that are easier to load, such as JPEG and PNG formats.
• Enabling browsers to store cache versions speeds up repeat visits.
• Improve the user experience by deploying a content delivery network (CDN) to distribute your web content across multiple web servers. Cloudfare and Jetpack are widely used CDNs.

2. Easy Navigation and Breadcrumbs

• Functionality and navigation are critical for page optimization. Breadcrumbs allow users to navigate to category pages and return to the home page or other visited pages on your site with just a click or two.
• A structured page layout makes breadcrumbing more potent and also allows a seamless browsing experience.
• Implement a design strategy for a logical scale, making it easy to browse through various sections of your website.

3. Descriptive and consistent product URLs

• An ideal URL structure is essential to search engine optimization.
• Use descriptive phrases as product identifiers in URLs to enhance context for customers and search engines.
• For optimal URLs, keep the characters between 50 and 100.
•  Do not use special characters; instead, use hyphens where necessary.
• Maintain consistency in the URLs for product variations. This provides search engines with additional information and helps improve page rankings.

4. Respond to Negative Reviews and Proactively Address Product Shortfalls

•  Respond ardently to negative feedback; this demonstrates transparency and your ability to provide your customers with desired solutions.
• Welcome improvisations and recommendations by your customers; not only will this provide you with innovation for your products, but it will also serve to gratify your consumers.
• Acknowledge your shortcomings and resolve customer issues by providing refunds, gifts, or discounts on their next purchase.
• Ensure that your customer support team personally handles any negative customer interactions offline. This personalized customer service and gratification add goodwill and show commitment towards your consumers. 

3 Ways to Analyze and Optimise Product Page Performance

1. A/B Testing Different Elements

• Do a variation test on two or more of your ecommerce website versions and evaluate the one that attracts more traffic.
• Try various permutations and combinations with your CTAs, product descriptions, and high-quality product photos to test which variation attracts the most customer engagement and brings the best results to a great product page.
•  Position elements in various sections and observe which visual hierarchy and layout provide the highest conversion rates.
•  Offer combinations of discounts, coupons, and promotional offers that drive the most sales.

2. Use Analytics Tools

• The availability of various analytics tools such as Google Analytics, Adobe Analytics, and MailChimp assists in examining and optimizing your product page performance.
• Identify key metrics to measure conversion ratio, bounce rate, and consumer behavior.
• Track conversions to determine which products or variants are attracting more customers. This provides valuable insights for restocking or delisting existing products.
• Analyse customer psychographics by the type of products they are purchasing, how much time they spend on your page, any particular site that brought them to your page, and other behavioral details.

3. Heatmaps and User Behavior Analysis

• Heatmaps identify the customer’s journey and provide accurate data on the focused visual attention of visitors on sections of your page. It tells you which pages and categories your customers are most engaged with.
• Heatmaps and Google app analytics provide incredible insights into your page and track user engagement.
• Scroll maps, hover maps, feature click maps and eye-tracking heatmaps individually perform analysis of visitor scroll time, spend time, click-through rate, and visually spent time, respectively.
• Heatmaps assist in analyzing conversions and user engagement, which are essential in A/B testing.
• It improves UX by identifying elements that hinder internal linking and user navigation, making the page more engaging.

Ecommerce Product Page Optimization with Klizer

Klizer as an enterprise ecommerce solution, can help you with ecommerce website optimization. We work in conjunction with ecommerce businesses and online retailers to optimize their ecommerce product pages and improve their potential to deliver an exceptional brand and improved sales. 

We partner with you to achieve your ecommerce goals and help you establish an exceptional ecommerce brand that is profitable and sustainable.

FAQs

How many Product Images should I Include on my Product Page?

Ecommerce product pages that use multiple images always stand out. A minimum of 6 to 8 pictures is the best to include. A combination of product features and lifestyle images, shot from different angles to highlight the product’s quality and its multiple benefits, provides online buyers with detailed visual information about the product they are willing to buy. 

High-quality images add value and clarity to your product; ensure that they do not affect the page load time. A well-optimized product page will attract organic traffic and increase customer conversions.

How Important are Customer Reviews for Product Page Optimization?

Customer testimonials and reviews are crucial to product page optimization. While positive reviews are good news and have an impact on potential sales, negative feedback can be a valuable tool for building customer relationships as well as for product innovation and improvisation. 

Customer reviews through user-generated content with plugged-in relevant keywords, are a great tool for ecommerce product page SEO that increases rankings in Google’s search results.

Reviews serve as social proof, attesting to the credibility of your brand and the durability of your products. People start to perceive your brand as more genuine; hence, you build customer loyalty and drive more organic traffic. It increases customer engagement with your target audience. 

What are common mistakes to avoid when optimizing ecommerce product pages?

To avoid bounce rates, you should strictly avoid slow loading times on your product page. To rank higher in Google search results, be informative yet concise when drafting a page title and specific product descriptions with cleverly inserted target keywords.

Avoid pixelating low-quality images; it slows down the ranking factor of such pages significantly. At all costs, avoid positioning CTA buttons incorrectly or using descriptive CTAs. Ensure mobile optimization of your product page, which plays a crucial role in higher conversions.