The product page is the most important page on your website. This page is often where potential customers start their buying journey.
A product page that is well-designed and attractive will help increase your sales.
Product pages should have high conversion rates. Customers should be able to find your product pages easily and should not need to search for them.
What’s Product Page Optimization? How do you optimize Product Page Optimization?
Product page optimization helps customers convince them to buy the item.
You should optimize your product pages to rank highly in search engines using the relevant keywords.
It is crucial that your content is attractive and well-optimized to encourage users to click on it when searching in search engines. This will lead them to your site.
Ecommerce companies cannot afford to have poorly optimized product pages.
Customers’ perceptions of your brand and products can influence their decision to do business.
Worldwide E-commerce retail revenues are expected to reach 5.4 trillion USD in 2022! Sales will be lost if your product pages are not optimized.
How do you optimize your product pages?
Product pages are the most visited pages on an eCommerce site.
A well-designed, SEO-optimized page is crucial.
Here are some areas you can optimize to improve conversion rates for your product pages.
This case study will focus on IKEA user experience (UX) performance.
Let’s begin!
Page Layout
There are many factors to consider when creating product pages for your eCommerce store.
Page layout is an important aspect.
It is crucial to arrange your product pages logically. This will make a big difference in the conversion of leads into sales.
The traditional layout is used by ecommerce websites. This layout still works.
IKEA’s product page has a lot of information about rugs.
Use high-quality images in page layouts.
Images are essential. 93% of 100 customers stated that images were crucial for purchasing decisions.
Product Title and Description
When writing product descriptions, it’s a good idea to include keywords that are related to the product.
Customers will be looking for the right information. Relevant keywords will help you rank higher in search engines like Google.
Product descriptions give customers more information than images alone.
A concise, but clear product description is a smart idea. Customers looking for more information will find it down below.
This is an IKEA product illustration, taken from Baymard. The product page contains extensive information.
IKEA is the same. There are no product-specific FAQs on the product page.
A concise, clear FAQ can be a great idea for your product pages You might also want to consider:
- How do I place an order?
- Do you have a minimum order?
- What payment options are available?
- When can I expect to receive my product? What is the deal with free shipping?
Product Images
A well-lit image will appear crisp and clean rather than blurred or dull.
These are the essential qualities for images on product pages that will be successful:
- Good Lighting
- Proper Focus
- High-Resolution Image
- Image size/proper cropping
Customers are more likely to be interested in scalable photos.
Visual products must be included. Product pages should have at least 5 images.
You can see that there are many images of this product from all angles.
Video of Product
Product videos can help you to sell the benefits of your product.
Product videos don’t just serve as marketing tools. They are an integral part of online shopping.
Online shopping can make it difficult for people to see how a product will look or function. They can decide by watching a short video of your product in action.
Product videos are a great way for your customers to see how your product works.
This IKEA product video does not include a product video. It shows product features and scales along with use cases.
It doesn’t offer 360 degrees.
Variations in Product
Variations are a great way to increase sales on ecommerce websites.
Consumers have more choices by having different sizes and colors.
A product page for a t-shirt might have variations in the design and color of one design.
See the image below to see different versions of this IKEA product photo.
Products may have color variations that aren’t “closed” to one another. All variations are listed in the Variation section.
IKEA’s example displays products in different colors. Click on the different options to change the main product image.
Product Size Guide
Online retailers need to create a size guide. This allows customers to better understand the product and helps them feel more confident in making a purchase.
Section to purchase
All product pages should have a buy section, also known as the shopping cart.
Customers can now add items to their shopping carts. This is also the final step in the purchasing journey.
This section is designed to convert users into buyers by providing as much information as before they buy.
The IKEA button, “Add to Cart”, is the main button on this page. It has a unique design and is not diminished by other buttons.
Customers can save time and money by adding your products to their shopping cart.
The price of the product must be clearly and easily visible in the purchase section.
It is crucial to ensure that the buttons for “Add To Bag”, and the price, are located close together. This will prevent any confusion regarding the price.
The Baymard case shows that product prices can be seen.
Customers have the option to save items to their wishlist using the “Save” button located under the Buy section.
IKEA has a save function that allows customers to save their items without creating an account.
However, it’s not clear what the button does.
How long do they have to save the item? What happens if they click the button?
Return and Shipping
The product page is the most important page of any e-commerce website.
Customers make their first purchase here. It should contain all relevant information attractively.
Shipping and return policies are critical.
- A Baymard study showed that 64 customers consider shipping costs when purchasing an item.
- Although the numbers are obvious 43% of Ecommerce websites don’t show shipping costs or cost calculators.
Let’s have a look at IKEA’s product pages
The product page doesn’t include a shipping calculator. The footer contains only the return policy.
Additional information regarding shipping costs is not included in the price section
Websites with physical stores must have “Find In Store” and “Store Available” buttons so that customers can buy online.
This button is available at IKEA. Customers can also check stock levels at the store.
User Reviews
Customer reviews are crucial for e-commerce websites.
They are an essential part of online shopping.
Customers can read 95% of reviews before making a purchase.
IKEA’s study reveals that products have user reviews. A button links to the entire rating section.
Cross-Selling
Cross-selling allows customers to buy additional products along with a product.
This can be used to encourage customers to spend more, or to make suggestions about products that they might enjoy.
Cross-selling is a great way to increase your profits. It increases the average order value (AOV).
Cross-sell sections are essential for every product page. Let’s see if it is in the IKEA example.
The cross-sell area is not fully-widened.
This section is called “Similar Products”. It allows users to display similar products or alternatives.
IKEA also has a section called “Goes Well Together”. It includes cross-selling sections that include additional products.
This extension allows you to highlight products that have been viewed recently.
If you’ve visited multiple pages, you can view a list with the most recently viewed items. It can be found at the bottom of every page.
Optimize Search Engines
SEO optimization of product pages must be done in conjunction with optimizing them for search engines.
Ranking high in search engines is a key aspect of your online business.
SEO for product pages starts with understanding how search engines work.
It doesn’t matter if your website is full of great content and products. It might be better to not be found if your website isn’t accessible.
SEO is an integral part of any online business. SEO helps customers build trust in your brand and makes it easier to find them.
Bad rankings can mean you aren’t getting visibility.
How can you optimize search engine results for your product pages?
- Keyword Research
- Meta Titles & Descriptions
- Test your product pages
- Use Testimonials
- Page Load Optimization
1. Keyword Research
Keyword research plays a crucial role in optimizing product pages.
The keywords on your page will impact how many people search for your product. You should do keyword research to ensure that you’re using the most relevant keywords.
2. Meta Titles & Description Optimization
Ecommerce shops that optimize their meta title or description can increase revenue.
The meta description is displayed below the website’s name and above any other search engine results.
Free access to a SERP preview tool. Based on the inputs provided, it generates a pre-virtual result.
3. Test your product page
The A/B Testing’s purpose was to determine which page has a high conversion rate.
This information can be used for improving your website for future visitors.
While the idea may sound simple, you must remember that precise results will require large samples.
4. Customers’ Testimonials
Customer reviews/testimonials are very useful for product pages.
SEO refers to the testimonials section of a product page.
Customers’ opinions are far more influential than product information.
Customers trust reviews from others and are more likely to buy from you
5. Page Load Optimization
Understanding page load times are critical for product page SEO.
Page load times refer to the time it takes for a webpage on your website to load after being requested by a user.
Page speed is crucial because users will leave sites that load too slowly.
Slow websites can lower your rank on search engine result pages. This can also lead to customer dissatisfaction.
This article will show you how to optimize product pages for maximum sales conversions. This post also contains a case study and other tips.
While it might seem like a lot at first, the conversion rates will prove to be worthwhile over time.
We hope that you enjoyed our tutorials about optimizing product pages.
Please leave a comment below with your thoughts and ideas!
