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How to optimise product pages to increase conversions

April 4, 2022 / Reading Time: 3 minutes /
Emily Jones

If you’re an eCommerce business, you should always be investing in website improvements but product pages are probably the most important part of your website.

Your product listing pages (or PLPs) are effectively your virtual shop window. They allow your customers to browse your products, to see whether there is anything that takes their interest.

Product detail pages (also known as PDPs) are the next step. Imagine your customer has seen your products in your shop window, noticed something they like, and decided to enter your store and take a closer look. Your PDPs offer customers a more in-depth look at your products and are ultimately the last step before a user decides to add a product to their basket.

But what can you do to make sure your PLPs and PDPs are optimised in a way that makes your user want to convert?

Here are some top tips to optimising your product pages.

Sort & filter options.

filters on ecommerce product page

Ensure your PLPs have sort and filter options available, to allow your customers to easily find the products that they’re looking for. If you have a long page full of products with no clear way of sorting or filtering them, users won’t spend time searching for a suitable product – they’ll go elsewhere.

Add filter options to your PLPs that relate to your product categories as well as any specific requirements your customers might have. For example, if you sell bikes such as the example shown, your customers will be looking for bikes that are of a certain size and frame shape.

The addition of “sort by” options such as price low to high, price high to low and most popular, can also be key in helping your users find a product that suits their needs.

Both sort and filter options help your users find what they’re looking for quicker.

High-quality product imagery.

If your product listing pages are like a virtual shop window, then it’s your product imagery that truly grabs your customer’s attention. Because your customers can’t pick up, touch or even look at your products in-person on your website, your product imagery is there to help them determine whether your products are suitable for their needs.

Make sure your product imagery is high quality, across both types of product page. Add a number of different images to your PDPs, to showcase your products from different angles, and ensure that users can view all images full size. This is your chance to really sell your products and encourage your audience to make a purchase. Poor quality or unclear imagery could be enough to make your customers look elsewhere.

Description & details.

product page accordion

Once your customers have viewed your product imagery, they’re going to want to learn more about the product itself. It’s important to give users as much information as possible about your products, but consider how it’s presented on the page. A big wall of text with no paragraphs or headings will be difficult to read and could frustrate your users who just want to find out more about a specific product.

Make sure your product description and any supporting details are organised in a way that is easy to digest. If you have lots of technical information or want to include additional elements such as reviews or delivery options, utilise subheadings or even an accordion to split out key sections.

Product reviews.

Speaking of product reviews, if you haven’t already, you should be providing customers with a way to leave a review after purchasing a product. Reviews are a great form of social proof, meaning that users are more likely to purchase a product if they’ve seen a positive review.

Make sure to display an average rating for your products, ideally on the product listing page, so that users can quickly see whether other customers were satisfied with their purchase. You can also split out certain elements of your product that your customers would want to know more about such as value for money or comfort, and allow users to provide a rating for each.

product review elements

And, where possible, try to respond to customer reviews – even if they’re not as positive as you’d like. 53% of users expect businesses to respond to negative reviews within a week, whilst 45% are more likely to visit a business that responds to negative reviews. Responding to customer reviews could help to encourage users to make a purchase.

Clear & concise call to action.

Finally and probably most importantly, add a clear call to action (CTA) to each product page to make it as easy as possible for your customers to convert. Remember, you want users to be able to easily add products to their basket and go on to complete their purchase, so make your CTAs clear and visible on every product page. Use simple and action-driven text to empower your customers to move through your checkout and convert.

Get in touch with us to see how we can help you improve your eCommerce product pages.

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