CRO

Sep 2, 2024

13 Tips for effective product page optimization

woman in her office looking at product performance - Product Page Optimization

Instant Team

13 Tips for effective product page optimization

Do you know why your store's products aren't selling? You've optimized your Shopify store’s speed, nailed your SEO, and even integrated social media. But, for some reason, your conversion rates are still low. What gives? If this sounds like you, there’s a good chance that your product pages are to blame. Product page optimization is a key player in Shopify conversion rate optimization. The better your product pages, the more likely visitors will buy your products. This blog outlines the steps you can take to optimize your product pages for conversions to improve your sales and stop stressing about low Shopify sales.

Instant's Shopify landing page builder can help you achieve your goals faster. This no-code tool has pre-built templates to help you create stunning landing pages for your Shopify store in minutes.

What is product page optimization?

woman working hard on Product Page Optimization

Product page optimization involves improving the page's design, content, and functionality dedicated to selling your product. It helps create a personalized shopping experience for your customers, increase their confidence in your brand, and drive sales on your eCommerce product pages. Optimizing product pages also helps you rank better on search engine results pages, so more shoppers see your products online and search for items like yours.

Importance of product page optimization

man looking at benefits - Product Page Optimization

Optimizing product pages significantly boosts sales, spreads brand awareness, and increases qualified traffic to your online store and connected social media platforms. Shopify has reported that merchants who optimize their product images experience a boost in revenue.

Backjoy, an online store selling ergonomic products, saw a 102% increase in sales thanks to organic traffic directed to their product pages from search engines. That translated into a sizable 71% revenue increase.

The importance of optimizing product pages for eCommerce success

Shopify also cites the success story of premier online food and grocery store TULA, which migrated to Shopify Plus and saw a 95% increase in organic search traffic and a 297% increase in transactions. Optimizing product pages has several advantages:

Increased conversions and higher rankings in search engine result pages (SERPs) and Google Images.
More website traffic and Improved brand awareness. While it’s important to direct traffic to your homepage, online store business owners have to optimize product pages for higher search results.
And if you think about it, product pages aren’t the end of the customer journey; they’re often the beginning.

Instant: Your no-code solution for high-converting landing pages

Instant is a user-friendly Shopify landing page builder that allows eCommerce teams and agencies to create fully customizable and advanced pages without any coding knowledge. With its intuitive drag-and-drop interface, users can quickly design and publish:

High-converting landing pages
Product detail pages
Sections, all while maintaining complete control over their store's design

Instant also offers seamless integration with Figma and other eCommerce tools, making it a versatile choice for enhancing online store performance and increasing conversions.

Try Instant's Shopify landing page builder today!

Elements of product page optimization

woman working alone from office - Product Page Optimization

1. Ensure search engines can reach your product page

First things first. Before optimizing your product page for conversion, check if search engines can crawl and index it. If your product page isn’t reachable, all your optimization efforts won’t matter. There are a few basic checks you should make. Make sure that the product page:

It is not blocked in robots.txt
There are no index tags on the page
Has a canonical in the head of the HTML code (in most cases, it will be self-referencing)
Included in your sitemap.xml file

It's time to get started once you’ve passed these initial technical SEO hurdles.

2. Craft a clear page title

A title tag (also known as a page title) is a piece of HTML code specifying a webpage's title. They appear in Google’s search results and are a minor Google ranking factor. Your product page title should be clear, say what the product is, and use relevant keywords that accurately describe the product.

This helps searchers and search engines understand your product page's content. If users search for your products using stock-keeping units (SKUs) or other product identifiers, including this information in your product page title tag and URL is a good idea.

3. Create a simple URL structure

URLs are located in the address bar of your browser. An SEO-friendly URL should be easy to understand and indicate the page’s content. Creating well-thought-out URLs early on will help create a logical website structure in time.

4. Use breadcrumbs for easier navigation

Breadcrumbs are internal links that show users their location in the site’s hierarchy and help them navigate quickly through the website. They’re helpful for SEO because they create a logical structure that search engines can crawl and understand.

Breadcrumbs allow users to check their position on your site and to backtrack if necessary. This is useful for eCom stores because users often navigate between category and many product pages when deciding which product to buy.

5. Optimize the H1 tag

The H1 tag is an HTML element that signals to users and search engines what the page is about. The main difference between H1 tags and title tags is where they appear—H1 tags do not appear in Google search results but appear on the page.

6. Use high-quality product images

Product images are photographs or digital representations of your products. Usually, one image or a gallery is shown on a product page to showcase the product.

They’re essential because they provide extra detail about the product that written descriptions can’t always capture, like:

How the product should be used
The exact color of the product, and so on

From a search perspective, product images are essential. They can rank in Google’s image search results, so there’s a traffic incentive to optimize your product images for SEO.

7. Include a product video

Videos increase user engagement with your product pages and like images, they’re valuable as they can independently drive traffic to your site. Videos can appear in four places on Google:

Google’s search results
Google Images tab
Google Videos tab
Google Discover

13 Tips for effective product page optimization

woman following online tips - Product Page Optimization

1. Use Instant for landing page

High-converting landing pages
Product detail pages
Sections, all while maintaining complete control over their store's design

Instant also offers seamless integration with Figma and other eCommerce tools, making it a versatile choice for enhancing online store performance and increasing conversions.

Try Instant's Shopify landing page builder today!

2. Choose descriptive product URLs

Want more clicks on your product pages? You must use descriptive URLs complete with keywords for your product page SEO. By researching and implementing the right keywords in your URLs, customers can have an easier time finding your content, and it gives search engines context for enhanced search rankings and better visibility.

When optimizing your product pages, use keywords in your:

Title tags
Header tags
Meta descriptions

Here’s an example product listing URL from Tiffany & Co: https://www.tiffany.com/jewelry/necklaces-pendants/tiffany-t-diamond-and-mother-of-pearl-circle-pendant-64026844. See the clear, descriptive URL that includes keywords? That’s exactly what you’re aiming for!

3. Use breadcrumbs for easy navigation

Breadcrumb navigation shows your site visitors' path to the current page, making it easier for them to retrace their steps to previous pages without using the browser’s back button.

Not only does breadcrumb navigation improve the user experience, but it also enhances the structure of your SEO category pages, clearly defining your website hierarchy. This makes it easier for search engines to crawl and index your site, boosting visibility and rankings. Win, win!

4. Include clear call to action

Your customers are at the finish line and eager to complete their transactions. Ensure your Add to Cart and Proceed to Checkout buttons are clear, consistent, and obvious.

One practice here is using a contrasting color so your call-to-action stands out and spurs shoppers on to the next steps. As for your product page's SEO, strategically placed call-to-action buttons can help generate leads and drive sales by guiding users to take desired actions.

5. Think speed

Product pages need to be snappy and responsive. Laggy pages can kill confidence and breed impatience, both conversion killers. That means ditching the overly-designed pages for ones that load fast and respond even quicker. Why? According to Ahrefs, visitors will leave if your page takes longer than three or four seconds to load.

Page speed is also an essential component of Core Web Vitals, a set of metrics Google uses to evaluate website UX. To boost page speed and enhance the SEO for your product pages, keep your site:

Lightweight
Free from unnecessary apps
Minify files
Limit image sizes

Keeping your descriptions brief, using a minimalist design, and using economical CSS styles for background and border elements also help with page speed. Consider using a content distribution network and upgrading your web host as well.

6. Use awesome product photos and videos

We all know a picture tells a thousand words, but they also aid the SEO for your eCommerce product pages. How? Visually appealing images increase engagement, encouraging visitors to spend more time on your page, which in turn signals to search engines that your content is valuable and relevant.

Remember to include alt text for your images, too. Not only does it make your site more accessible, but it also provides additional opportunities for SEO optimization by adding keywords. As Google is the largest search engine, use the image formats it supports like:

JPEG
PNG
GIF
BMP
SVG
WebP

Use descriptive file names for your images. Minimize video and image sizes. Use branded videos. Create visually compelling video content that stands up without sound, as many mobile users watch with the sound off.

7. Create Concise Copy with Conviction

You won’t get too far without strong product descriptions and using SEO optimization for your product pages, so let’s ensure that content is top-notch and work hard to help your potential customers. The table stakes for excellent product page copy are things like:

Pricing
Shipping options
Delivery times
Availability
Sizes and sizing charts
Color options
Features and benefits

Ensure you’ve got the basics in place. Keep the copy concise and highlight the high points. This helps visitors find, read, and digest information quickly.

8. Include Trust Signals

Think about the last time you bought something online. Did you look at customer reviews, testimonials, trust badges, user-generated content, or secure payment icons? Did these trust signals influence your purchase decision? I’m guessing it did.

Trust signals are essential for boosting credibility and driving conversions on product pages. When consumers see positive feedback or recognizable security, they are reassured that your site is safe and reliable.

9. Provide things you might also like

Offering personalized product recommendations or suggesting related products your customers may not otherwise have found is a great way to personalize the shopping experience and drive sales. However, adding a section you may also like can be a game-changer for your product page's SEO.

Let’s break down why this section is so valuable:

Using product recommendations as part of your internal linking strategy enhances the overall site structure. This makes it easier for search engines to crawl your pages, improving your visibility in the SERPs.
The more engaged people are with your site, the longer they stay.
Suggested products can improve engagement metrics like lower bounce rates and increased time on the page.
These are favorable signals to search engines about your website’s authority and value.
Related product sections enable you to add more keyword-rich content to improve click-through rates and add opportunities for rich snippets in the SERPs.

10. Don’t forget structured data

Want an easy way to improve visibility, boost rankings, and increase SEO for your eCom product pages? Help search engines understand your page contents with structured data. Structured data is a standardized format that classifies some or all of a page’s content. You’re probably familiar with certain structured data types, like rich snippets, but you can also use them to improve your SEO for eCommerce product pages.

These include:

FAQs: data about frequently asked questions
Breadcrumbs: a set of hierarchical site structure links
ItemList: a list of items like your products
Store: a list of store information like shipping details and opening times
Review: reviews of an item

Adding structured data can improve how your website appears in the search results by providing context to the search engines. This results in a rich result on Google:

Providing additional information about the product, such as price and availability, alongside reviews enhances conversions.

Using structured data means Google can better match user intent and give searchers more relevant content.

11. Show off user-generated content (UGC)

Reviews, video content, customer-submitted FAQs, and image galleries make ideal user-generated content. Fresh and relevant content increases engagement and trust while helping users decide the next step. For example, one of the things you’ll see while browsing products on Sephora is smiling, happy customers.

Sephora invites users to upload images or videos or tag them on social media to appear in the gallery. The result? More traction on social, fresh, free content for Sephora, and some recognition for its satisfied buyers. Visitors can:

Scroll down to the Pinterest-style images in the customer review gallery
Click on any photo
Read the full review
Check out the reviewer’s profile link for more posts

12. Add FAQs

Have you ever had your customer service agent ready to welcome your visitors? You can include on-page FAQ sections. This is a powerful tool for boosting conversions right where they matter most, on your product pages. Addressing specific product-related questions directly beneath your descriptions can help customers make informed decisions quickly and easily.

For example, you could address:

Shipping details
Delivery times
Size guides

You can also include a separate FAQ page as a more comprehensive resource for broader inquiries. FAQ pages also allow you to highlight your product’s features in a way that is easy for customers to understand. That’s not all. An on-page FAQ section boosts your SEO for product pages because it’s a fantastic method for building internal linking, thus enhancing your product page SEO. It improves the UX by providing quick answers to searchers’ questions. It gives you space for more keywords.

13. Test your pages before rolling them out

You’ve worked hard on your product pages, agonizing over the copy, the images, and the layout, and you’re feeling good to go. Before you roll your site out to the world, testing your product pages to ensure they align with the best SEO practices for eCommerce product pages is imperative.

Below are some tips for testing your pages:

Use an online tool like Google PageSpeed Insights to test your pages’ speed.
Slow-loading pages can frustrate visitors and drive them away from your site.
Test any forms or other interactive elements on your pages to check they work as expected. You don’t want to lose leads or sales because of a faulty form.
Before you hit the publish button, give each page a quick once-over.
Check for typos, broken links, and missing images.
A/B tests key areas like CTAs, colors, and text to see the best fit for your users.
Use a responsive design and look at the page in different browsers to see how it renders.

If you’re using any scripts or other code on your page, test them thoroughly to ensure they work as they should. When you test before launching, every part of your site benefits, from your product page SEO to the UX.

Mistakes to avoid for product page optimization

man looking at mistakes to avoid - Product Page Optimization

1. Don’t stuff keywords in your product descriptions

Search engine optimization is a valuable part of creating product pages that convert. But, like anything, too much of a good thing can be detrimental. Keyword stuffing is a practice that’s long been abandoned by ethical marketers. Not only do search engines like Google penalize sites that engage in this sneaky tactic, but customers can easily recognize when product descriptions are artificially manipulated to include target terms.

The copy is impossible to read, and they’ll exit your site in seconds to find a competitor with relevant, easy-to-read product information. Instead of forcing keywords into your product pages, write quality descriptions that naturally incorporate relevant terms. It’s also a good idea to diversify your keyword usage to avoid targeting the same words on every product page.

2. Avoid low-quality images

Images are critical to the success of your product pages. They may be the single most important element. Why? Because customers can’t physically interact with the items you sell online, and clear, high-quality images go a long way in giving shoppers the visual information they need to make a purchase:

Blurry
Small
Dark
Poor-quality

Product images can hurt your business. If they don’t wholly turn customers away, they’ll create doubt about your products and brand.

Invest in a professional photographer to capture stunning product images for your eCommerce store. Learn basic DIY product photography skills to create crisp, clean photos that instill customer confidence.

3. Don’t omit important information

When it comes to product pages, less is not more. Customers need a ton of information to feel comfortable making online purchases, especially for costly or unfamiliar items.

Failing to include relevant product details on your product description pages can surprise or disappoint customers after the sale. This can lead to negative reviews and costly product returns. Instead, include all necessary product information on your product pages, even if it means organizing some with tabs or linking to FAQs.

4. Steer clear of inconsistent branding

Your product pages are an opportunity to solidify your brand in your customers' minds. Use them wisely. Avoid inconsistent branding that can confuse shoppers and detract from your business's credibility.

If you sell bohemian home goods with a product page that looks ultramodern and sterile, your customers will experience unpleasant cognitive dissonance. Ensure your product pages reflect your brand's unique personality to help establish trust and authority with your audience.

5. Don’t hide costs and fees

Nobody likes surprises at checkout, and unexpected costs are one of the leading reasons for cart abandonment. To avoid unpleasant surprises for your customers, be upfront about additional costs on the product page.

If you sell products with a high shipping rate or may incur additional fees, disclose that information as early as possible to avoid cart abandonment.

6. Don’t forget about mobile shoppers

Most eCommerce website themes will be mobile-optimized by default, but it’s important to test your own on multiple browsers and devices to ensure the experience is consistent. This is especially true for product pages.

With more than half of all online purchases made on mobile devices, you can’t afford to lose sales because your product pages don’t function properly on smartphones or tablets.

7. Avoid clutter

Pick the right theme to accommodate the information you must include on product pages. Look for themes with tabs or drop-down features that let you organize information.

This will help you avoid clutter on your product pages and create a clean, easy-to-navigate layout.

8. Don’t ignore your loyal customers

Your existing customers can help you build trust with new shoppers. This is especially true for customer reviews and testimonials, which serve as third-party validation for your products and can influence purchasing decisions.

Instead of hiding negative feedback, embrace it and use it to your advantage. Factor customer feedback into the design of your product pages and use their reviews and content to help you build trust with new ones.

How to measure product page optimization

woman wondering about Product Page Optimization

Conversion rate: How many visitors are buying?

Product pages exist to convert visitors into buyers. The conversion rate is the first metric you should measure when assessing product page performance. How many of your visitors are buying the product?

Bounce rate: Are visitors exiting before they buy?

You’ll want to measure the bounce rate of your product pages. A high bounce rate indicates that visitors exit your website before purchasing. You want to lower this number as much as possible so that more visitors stay on your pages and hopefully convert.

Time on page: Are visitors engaged with your product information?

Another metric to consider is the time visitors spend on your product pages. If you optimize your product information correctly, you should see an increase in this number. Engaging product pages with rich content answers visitors’ questions and helps them make informed purchase decisions.

Click-through rate (CTR): Are visitors interested in your other pages?

Looking at your product page’s click-through rate (CTR) can reveal if visitors are interested in your store’s other pages. When you optimize your product pages, you may include links to related products or additional information like size guides. If visitors are buying your products, but your CTR is low, it may indicate that they’re not interested in your store’s other pages.

Average order value (AOV): Are customers buying more?

Your product page optimization efforts may also increase your store’s average order value (AOV). AOV essentially looks at how much money customers spend on orders. If you optimize your product pages successfully, you should see an increase in AOV as customers purchase more items.

Search engine rank: Are your product pages getting found?

You should also measure your product pages' rankings on search engine results pages (SERPs). The higher your pages rank, the more likely they are to attract qualified traffic. If you optimize your product pages, they should rank better over time.

Return rate: Are customers happy with their purchases?

Look at your product return rate. If customers are returning items at a high rate, it could indicate that your product pages misrepresent them. After optimizing your product pages, this number should decrease as customers will better understand the products before making a purchase.

Instant: Your no-code solution for high-converting landing pages

High-converting landing pages
Product detail pages
Sections, all while maintaining complete control over their store's design

Instant also offers seamless integration with Figma and other eCommerce tools, making it a versatile choice for enhancing online store performance and increasing conversions.

Try Instant's Shopify landing page builder today!

Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify landing page builder

High-converting landing pages
Product detail pages
Sections, all while maintaining complete control over their store's design

Instant also offers seamless integration with Figma and other eCommerce tools, making it a versatile choice for enhancing online store performance and increasing conversions.

Try Instant's Shopify landing page builder today!

Subscribe to the Newsflash

Weekly Shopify tips from our founder in your inbox. Read in 3-mins or less. Start converting like an eCommerce expert.