The art of selling online is highly dynamic and covers numerous areas. Compelling product pages rightfully top this list. So Shopify product page optimization is something you should not ignore.
Merchants may not pay enough attention to this aspect and blame low sales levels on other factors, such as limited Shopify SEO features. Yet, product page optimization is the primary thing they have to consider, and today, you'll learn why.
In this guide, you'll find out why you have to optimize product pages in Shopify and learn actionable tips to do so.
Ready to begin?
Reasons to Optimize Shopify Product Pages
Shopify product page optimization is a complex process of making product pages informative, convincing, neat, and easy to browse through. The main point of a product page is to showcase an item and prompt customers to buy it. Sounds easy, right?
It's rather easier said than done since it requires a comprehensive approach and strategic decisions. But before we get to that part, let's consider why you need to go the extra mile to optimize product pages in Shopify.
Enhance customer journey
People don't like complicated steps and blurry instructions. So, if they cannot find their way around your store, they won't waste time trying to figure it out. They will just leave and shop elsewhere.
Thus, your first and foremost task is making the customer journey intuitive and easy. When all elements of the page are in order, and people understand how to find what they are looking for, they are more likely to stay longer and explore your store.
Improve conversion rates and boost sales
The easier your website is to navigate, the longer customers explore it. At this stage, you have to present your products in the best light and prompt customers to finalize the purchase. That's what Shopify product page optimization can help you with.
Thus, it is a long-term solution that may require some effort initially. However, it will stay with you for the time to come, improving conversion rates and sales.
Rank higher in SERP
When optimizing your store, it's important to not only create a user-friendly interface but a decent traffic. You can take the best of two worlds by improving your product pages.
The optimization process covers the searchability part, makes your store more SEO-friendly and helps you get indexed faster.
There is nothing search engines like more than fresh, well-structured, and relevant content. As a result, you can get to higher SERP positions and attract more customers.
How to Optimize Your Shopify Product Page?
We already know why you should optimize Shopify product pages. Now, let's see how you can do it.
There are lots of things to improve when it comes to product listings. But you certainly can't cover them all at once. That's why we've prepared a list of key tips to optimize your pages and see actual results.
Let's get right to them!
Create engaging product titles
Product titles are the first thing a potential customer pays attention to. Thus, you need to make sure they are clear, precise, and informative.
Keep your titles short and to the point so that the customer clearly understands what they're being offered. At the same time, include the key product features in the title to provide more context.
e.g. “ripped high-rise straight jeans” instead of just “straight jeans”
It's important to find the balance and make your titles short but informative. Do some research and see how others write their titles to have a better understanding of what your final result should be.
Improve product descriptions
Product description is one of the key elements of a product page. People make purchasing decisions based on the details you specify since they cannot see a product in real life.
Thus, write detailed product descriptions that emphasize the key benefits of the product and its characteristics. Make the description informative but concise and to the point.
Long copies are rarely encouraging. So, brief, detailed, and well-structured descriptions are your goal.
Example of a user-friendly and informative product description — source Doughy
At the same time, short descriptions are equally important for search engines. So don’t forget to add relevant keywords to increase your chances of appearing higher in search.
Do your research and find popular keywords, paying attention to the long-tail ones. They allow you to be more precise and target a specific audience.
Tidy up the product page elements
In the process of providing as many product details as possible, it's easy to go overboard and clutter your pages. As a result, it may be impossible to find anything relevant at all.
So, try to tidy up the product page elements to make it neat and user-friendly. You can add a size chart and display it as a drawer or in a pop-up. Not only will it unclutter your page, but help customers make confident decisions.
Example of a size chart button on the Shopify product page — source Size Chart ‑ Magefan
Besides, consider using product tabs or collapsible content to let users explore an item gradually. It's a smart thing to do since it helps to structure the page and group product details for customers' convenience.
Display high-quality images and videos
One of the biggest drawbacks of purchasing online is the inability to touch and see an item in real life. You, as a merchant, have to make up for it and offer an alternative. In most cases, high-quality images and videos are your go-to solution.
Display images that show a product from different angles and zoom in on the details. Think about good lighting and a background that doesn't distract the customer's attention but highlights the item's features.
High-quality image illustrating product details — source Rothy's
Videos are highly encouraging too, since they provide a different perspective and showcase products in true-to-life settings.
Certainly, you can add your personal touch and use images as a branding tool. This is a great opportunity to promote not only products but also your brand philosophy.
Show customer reviews and UGC
As convincing as product descriptions are, they are still not enough for people to buy from you. Usually, customer reviews and ratings have the final say.
Real customer reviews help shoppers better understand whether or not a certain product is worth their while. Showing what other buyers think helps to build trust and make informative decisions.
Customer reviews and rating section — source Allbirds
What's more, it's recommended to show the user-generated content (UGC). Reviews are great, but it's much better when they are backed up by images and videos from real users. This is another proof that people use a product and are happy with it.
Provide clear CTAs
Once a customer lands on your product page, your main goal is to prompt them to finalize the purchase. To make this happen, you should provide a clear call to action (CTA).
That said, the Add to Cart button has to always be in sight. So, your main task is to make sure it's located closer to the top of the page and doesn't get lost when scrolling.
Example of a clear call to action (CTA) — source Tentree
Additionally, ensure the Add to Cart button stands out among other page elements. It's important to preserve the colour contrast and unclutter the area around the button. The fewer distractions, the more likely shoppers are to hit the button.
Offer multiple payment options
Providing customers with multiple options to choose from makes their shopping experience more flexible. Especially when it comes to the payment options.
Try to integrate various payment options that could be relevant for your target audience. Consider offering a one-time payment or recurring subscriptions.
At the same time, Shopify makes it possible for your customers to buy something now and pay later or even pay in parts.
Example of a one-time payment and subscription payment options — source Cocolab
Additionally, you may want to consider the express checkout or instant purchase options to speed up the process. Everything largely depends on the type of store you run, so take your time to investigate what works better for you.
Answer customers' questions
We've mentioned above that your product descriptions have to be informative but brief. It means that a portion of product information is left uncovered.
In such cases, just add an FAQ section and answer the common questions your customers might have. Surely, they can contact your support representatives to verify these details.
But why bother them with the extra steps if you provide all the answers right on the product page?
Example of an FAQ section on a product page — source Kalifano
Try to gather the most frequently asked questions, prepare informative answers, and add them to the FAQ section. It's not that hard, and it contributes to the Shopify product page optimization. So definitely give it a try.
Offer upsells and cross-sells
Another Shopify product page optimization technique is displaying personalized product recommendations. They allow you to show relevant or complementary products and encourage customers to keep exploring your store.
Upsells and cross-sells come in handy if the product at hand is not exactly what a shopper is looking for. Thanks to the alternative options, they can explore more of your offers and are more likely to find just the right one.
Example of cross-selling on a product page — source Flourist
Besides, related products can help you increase the average order value. So, pay attention to this crucial Shopify product page element.
Create a mobile-responsive design
More and more people use their smartphones for online shopping. It's now a tendency, and the numbers are growing every year.
So, it's a cue to make your store highly responsive on mobile phones. All the page elements have to look equally good on desktop and mobile, making the customer journey smooth regardless of the device.
Sure, this is a more complex task compared to those above. Yet, it's no less crucial for Shopify product page optimization. Besides, Shopify already comes with highly responsive themes.
Where to Begin Shopify Product Optimization?
We've covered a great deal of actionable tips to help you optimize your Shopify pages and make them more converting. Yet, one question remains unanswered: what should you begin with?
The best way to start the Shopify product page optimization is to analyze the current state of things. Try to monitor your store's performance and find the weak spots first. It allows you to determine which of the tips we've shared will work the best.
Don't jump in and try to change everything at once. Try to make targeted and result-oriented changes to cover specific areas.
And don't hold back on using any to make your optimization efforts more efficient. They usually speed things up a lot.
