Magento Product Page Optimization: 15 Tips for Better Conversions

Making the most of your product pages usually comes down to a lot of aspects. You need to optimize for SEO to get to the top positions and write engaging content. All that on top of the speed optimization, user-friendly page structure and creating irresistible CTAs. Magento product page optimization can feed like a maze, especially for newbies. 

Where to start? What to add at the top of your optimization to-do list: SEO or content?

What you should do first is STOP trying to work on all these things at the same time. Do it step by step, using the comprehensive product page optimization guide for Magento we've drawn for you.

You'll learn how to improve vital SEO aspects, speed and product page elements to get the most out of your product pages.

Let's get started.

What is Product Page Optimization?

Product page optimization is a process of auditing and strategically improving your product page design, content and functionality to make it more "converting". Since your end goal is to sell more, your product page should be fast, contain comprehensive information, clear CTAs, engaging images, transparent pricing and more. 

Once you make the buying process as intuitive and simple as possible, customer are going to convert from visitors to buyers. The more they engage with your page, the longer they stay on your store the higher Google pushes it in the search results. This creates a loop of organic traffic and sales.

But it's not as easy as it seems.

Magento Product Page Optimization Tips

A properly crafted product page increases people's trust in your brand and makes them more confident in buying from you. 

But, as we've already told you, don't jump all in. Work through the product optimization steps gradually to improve your search visibility and user experience.

Speed up your product pages

That's definitely one of the first steps you should check when optimizing product pages. What's the point of having a stunning design and engaging content when the page takes ages to load? Don't expect people to wait for a product page to render while there are thousands of similar products online. 

Besides, a slow website is a huge red flag to Google. Speed issues alone are a good reason for search engines to keep you at the bottom (not exactly the best place to be). 

Use tools like Google PageSpeed Insights to see how you're doing or check the most common reasons why Magento is slow and fix that.

Target long-tail keywords

Choosing the right keywords to optimize your product pages with makes you much closer to your SEO goals. But that's surprisingly one of the steps merchants always struggle with.

The goal here is to choose keywords your potential buyers might be using to find products similar to yours. However, don't just target keywords with the most search volume. That's not how it works.

You have very low chances of ranking for something like "running shoes" since it's too general. Use long-tail keywords like "running shoes for women nike" or "running shoes for flat feet" etc.

Example of the keyword research filtered on the high volume keywords

Add your target keywords to the product title, description and even image alt text. At the same time, don't overdo it with the keyword stuffing. Remember you're writing for people too, not just search crawlers. 

Optimize meta titles and descriptions

Meta titles and descriptions are as important as targeting the right keywords. They determine whether people click through from the search. 

Besides, Google values meta titles and descriptions a lot too.

Try including your target keywords within the meta title and description, close to the beginning. Keep them within the recommended limit — title within 50-60 characters and description within 150-160.

Example of the Magento settings for meta title and description (that exceed the limit)

In Magento, you can optimize these two for every page. Unfortunately, the process is mostly manual. So, if you want to speed it up try meta tag templates or rules to set meta titles and descriptions for multiple products in bulk.

Add structured data

The second important search engine listing element is structured data. It provides search crawlers with more details about your page which they display in search accordingly. The most important rich snippets in Magento are price, reviews, rating and availability.

They help your product to stand out and search and increase the click-through rates.

Product structured data settings in third-party Magento extension

While some are available by default the other vital ones like FAQs, categories, videos, and HowTo are missing. You have to add them using some third-party tools. Make sure to optimize Magento product pages with valid structured data.

Customize product page URLs

A good URL structure gets you a long way in SEO, especially if you optimize it with your target keywords. It makes your pages more readable to both people and search engines. Therefore you should avoid using numbers or system URLs for pages you try to rank high in search. 

A good rule of thumb is to exclude categories from the product page URLs in Magento. If you keep them it will include subcategories too. So when you add products to a lot of categories, the URLs become a mess. 

Keep product URL short, comprehensive and readable. That's the best advice you can follow.

Gain backlinks

Backlists from reputable sources signal to Google that your page is reputable too. So it pushes it higher in search. The more of those you have, the better.

Try getting brand mentions, writing guest posts and working with influencers to get valuable backlinks when you can.

But no pressure here.

Since we're covering SEO in this Magento product page optimization guide, gaining a backlinks is important. But it's not compulsory, especially when you're in the middle of the optimization process.

You can focus on it once you finish "polishing" other important elements of your product pages.

Make sure a page is mobile-friendly

This one is important for SEO as well as user experience. Google takes the mobile-first approach in indexing. So your website MUST have a mobile version for Google to notice and rank you. 

How this mobile version looks and how fast it renders matters too. In this case for both search crawlers and website visitors. 

Every element of your Magento 2 store has to be optimized for touchscreens. People shouldn't be clicking anything else while hitting your CTA buttons.

Avoid excessive scrolling and zooming at all costs. Mobile users value their time. Don't expect them to go to that extent to buy from you. 

Write a detailed product description

Buying from you should be as easy as possible. This includes providing all the information customers might need to make a confident purchasing decision.

Include ingredients, materials, sizing information, safety instructions and any other information customers might need without having to reach out to support to ask. They most likely won't do it.

Product page description structured into custom product tabs

Remember to use simple language in your Magento product page descriptions. Break content down into paragraphs with comprehensive titles. Focus on solving your customers' problems and help them realise what it's like to have your products. 

Get creative. But make sure the page is not cluttered. The point is to make it easier for your customers. Not the other way around. Consider using custom product tabs for that.

Provide social proof

When choosing between buying a product without reviews and one that has a mixture of good and bad ones, the choice definitely falls on the latter. Because it shows real experience with your products.

Reviews and testimonials increase customers' trust in your brand and make purchasing decisions easier for them. 

While it's not easy to collect social proof, showing it on your page can increase your conversations drastically. Make reviews visible on a product page, use user-generated content (UGC), and collect expert testimonials. 

The easiest way is to show reviews people already check online — Google reviews. Or better even to show the Google reviews badge on every Magento product page.

Google customer reviews badge on the category page in Magento

Set a clear call-to-action (CTA)

The CTA button is the most important component of your product page. That's what makes people go to the next stage — checkout. Thus, it should stand out right after people land on your product page.

This means it must be placed above the fold, so people don't have to scroll to find it. The CTA button also has to be simple in terms of copy and not cluttered with other elements around it. 

You want people to hit the "Buy Now", right? Make sure they can do that without any distractions. 

Answer important questions

Including FAQs in your Magento product page optimization improves people's trust in your product. If they have any doubts after the reading product description, FAQs are a place to unveil them and tick all the right boxes.

Come up with FAQs yourself or use the most common questions your support reserves. Whatever works best for you.

FAQ section on the Magento product page

Just make sure to mark your FAQs with structured data so they might appear in the Google's "People also ask" and drive even more traffic for you.

Offer popular payment & shipping methods

You might be wondering what this step is doing here since that's what you usually provide on checkout. But it's not a mistake. To maximize your efforts I recommend including information about shipping and payment methods directly on the product page.

Imagine how frustrated your customers will be to find out there is no shipping or payment option they prefer after hitting "Buy Now". This just increases your abandoned cart rates leaving you wondering why. 

Avoid that by providing clear information on shipping and payment, especially if you support only specific options. FAQs is a perfect place to do so.

Promote cross-sells and up-sells

Once you optimize your product page, customers will be more likely to convert. However, there are still chances they won't. So you need a backup — related products. 

It's a great way to up-sell, cross-sell and show your customers that you're invested in solving their problem (instead of just making them buy a product they landed on).

Remember — related products shouldn't distract people from the main product. Keep them closer to the bottom of the page. 

But don't waste your time on adding them all manually (that's how it works in Magento). Try automatic related products or sell them in bundle packs.

Magento related products displayed as filterable bundle pack

Monitor product performance

The last but not less important step in the Magento product page optimization is analytics. You have to measure your progress and track how your changes influence conversions.

Doing that in Google Analytics 4 is more than sufficient. But since it switched to the event-based approach make sure to track all important eCommerce events. 

It will help you to visualize the sales funnel in your store and have a clear picture of the product performance. 

The Art of Optimizing Product Pages

Reading through all of these product page optimization tips might have left you a little overwhelmed. It actually requires a lot of work to analyze your audience, make some changes and see how they reflect on your sales. 

Some things will probably work better than others.  But as long as you optimize your SEO and speed up Magento, organic traffic will naturally increase. 

Besides, the Magefan team is always there you give you a hand on any store optimizations you have in mind. Just ping us in a live chat or email and we'll discuss the details.