How to Create a Winning Shopify Product Page: Tips and Best Practices
The product page is often the make-or-break moment in the customer's buying journey. It's where they decide whether to convert or abandon their purchase. It's the moment of truth for customers, where they decide whether to make a purchase or abandon their shopping cart. So, how do you create a winning product page that converts? In this post, we'll share our top tips and best practices to help you optimise your Shopify product pages for maximum conversions.
Make it Easy to Find What You're Looking For
The first step in creating a winning product page is to make it easy for customers to find what they're looking for. If the customer cannot find what they are looking for within a very short time, they will get bored and leave your site and go to the next available competition. I have done this many times before many time, so with that in mind, use clear and concise product titles, descriptions, and keywords to help search engines like Google understand what your product is about.
Use High-Quality Product Images
High-quality product images are essential for showcasing your products in the best possible light. A few years ago, we all had products shown with a white or pastel coloured background to help make them standout. In the last few months, we seem to be gravitating to having lifestyle images making more sales than white backgrounds. That being said, there are products that will always work better with a plain background, so you need to work out what will work out better for your product.
Use high-resolution images with good lighting, and consider using lifestyle shots or images of the product in use. There are lots of Apps out there where you can add your image and place any background you want to make them a lifestyle image of your products. Avoid using low-quality or blurry images that may deter customers from making a purchase.
Highlight Key Features and Benefits
In addition to showcasing your product's features, highlight its benefits. What problems does it solve? How will it improve customers' lives? Use concise language to explain the value proposition of your product. Write down your content as if you are talking to that customer reading your products features and benefits instead of making it sound like a generalisation. Go on forums where they are discussing products similar to yours and make a note of peoples questions or concerns, then address these in your descriptions to answer their questions.
Keep it Simple and Scannable
Customers don't read every word on your product page. They scan it quickly to get the gist of what you're offering. Use headings, bullet points, and short paragraphs to make it easy for them to find the information they need.
Use Social Proof
Social proof is a powerful conversion driver. Use customer reviews, ratings, and testimonials to build trust with potential customers. Consider showcasing reviews from verified customers or offering incentives for leaving reviews.
Make it Mobile-Friendly
More and more customers are shopping on their mobile devices. Ensure that your product page is optimised for mobile by using responsive design and avoiding cluttered layouts. When creating websites ourselves, we are normally creating them on our laptops, computers etc and we sometimes spend so much time making them look awesome on our screens, that we forget about the layout looking different on potential customers mobile phones, even tablets too!
Keep it Consistent with Your Brand
Your product page should reflect your brand's tone, voice, and aesthetic. Use consistent branding elements like logos, colours, and typography to create a cohesive shopping experience.
Offer Options and Customisation
Offering options and customisation can increase customer satisfaction and conversion rates. Consider offering different sizes, colours, or variations of your product. Customers love that 'personalisation' option (if applicable on your product)
Use Urgency Techniques
Urgency techniques like limited-time offers or scarcity can motivate customers to make a purchase sooner rather than later. There are Apps to add to your website with a countdown timer for a sale event, or if you do inventory on your website, it will tell your potential customer that there are only 2 left, or if it is the last one left!
Test and Optimise
Finally, test and optimise your product page regularly. Analyse conversion rates, bounce rates, and other metrics to identify areas for improvement.
Please see our blog "Our step-by-step guide on how to test and optimise your product page" for more specific tips on how to do this effectively.
Handling Common Pain Points or Objections on Your Product Page
There were quite a few points that I wrote on this subject, so I have written a separate blog on this.
Additional Tips:
* Use clear and concise product descriptions
* Offer free shipping or free returns
* Provide a clear call-to-action (CTA)
* Use A/B testing to try out different designs and layouts
* Consider offering up-sells or cross-sells
One final point to consider, if you want to make the content more engaging, you could break up the text into smaller paragraphs or use headings and subheadings to create a more scannable format for your potential customer.
By following these tips and best practices, you can create a winning product page that converts visitors into customers. Remember to keep it simple, scannable, and optimised for mobile devices. With time and testing, you can refine your product pages to maximise conversions and drive sales.
