eCommerce

Best Practices for Building Conversion-Focused Shopify Product Pages

By Vsourz - 30 July 2021
Best Practices for Building Conversion-Focused Shopify Product Pages

Achieving ecommerce success extends beyond generating good traffic to your Shopify store. After all the hard work that’s gone into getting visitors to your website, you want them to take the final step of converting into paying customers. To achieve this, you’ll need to ensure that your product pages are set up to maximise checkouts. But this is easier said than done. Read on to discover what it takes to build conversion-focused Shopify product pages that will help to amplify your sales online.

Useful Tips for Creating Product Pages that Convert

The following tips for creating product pages that boost your ecommerce sales stem from extensive experience building e-online stores for some of the world’s leading brands. For this reason, it’s important to always do your due diligence before partnering with any so-called Shopify experts. It ensures that you choose specialists who can help you achieve your ambitious goals.

Pay Particular Attention to the Design Elements

Your product page’s aesthetic appeal absolutely impacts a potential customer’s perception of your brand. As such, your design must align with your brand and product’s positioning to deliver a consistent experience.

The design elements you need to address include:

  • White space – Simple yet effective, giving your product pages enough white space makes them look less busy and makes your messaging clearer. Clear, direct messaging is one of the best ways to propel sales.
  • Fonts and colours – As a general rule of thumb, you want to maintain a certain level of consistency with fonts and colours. This way, your customers can subconsciously connect your product pages with your brand as a whole, which helps to drive Shopify conversion rates.

Add Clear, Compelling CTAs (Calls-to-action)

Your visitors are arriving on your product pages in their droves. They love the page design, read through your content, and are now convinced that your product is just what they need. What next?

You need to give your site visitors clear directions on their next step. This is where a CTA (call-to-action) comes in. Your CTA must be clear and bold. It should also be strategically located with compelling text that directly tells the customer what to expect upon clicking. Simply changing the text on a CTA has been known to increase ecommerce conversions.

Use Excellent Product Photography to Your Advantage

As the saying goes — a picture speaks a thousand words. Excellent product photography that puts your products in the best light while highlighting the best features is half the battle won.

Since people aren’t physically walking into your store, make sure that you offer multiple pictures with different angles to ease potential concerns. You can even add in zoom functionality, videos, and content showing your products in use to really take your product pages to the next level and boost conversions.

Take it a Step Further with Video

Speaking of video — it has become the popular choice among millennials. As such, incorporating this form of media into your product pages has become more of a ‘must-have’ than a ‘nice-to-have’ to engage and convert this audience.

There are a variety of choices catering to different budgets at your disposal when it comes to videos for your product pages as shown below:

  • Traditional video – videos with a storylines and paid actors
  • Entertainment video – videos that highlight the use products in a fun way
  • Review video – paid influencer reviews of your products in video format
  • How-it-works – demonstration-style videos showing how the products work
  • Showcase – simple videos showing products in their natural habitat

Incorporate Branding to Increase Recognition

Not only is clear branding a requirement for your ‘home’ and ‘about us’ pages, it should also be a key component on all the pages on your domain, including product pages. Since traffic to your product pages comes from a variety of sources, it’s important to make it immediately clear to a potential customer that they have arrived at the right place.

Present your product pages in a way that encapsulates the essence of your company. This way your brand will be etched in people’s minds as the solution to their needs even after they leave.

Link Your Images to Your Variants

Having product variants, like colours, provides more options for your customers and can help to increase sales. It’s vital to link your images to their variants, however, especially if you’re using uncommon colour variants like bubble gum. Most people have no clue if that’s a type of yellow, pink, blue, or other colour. By establishing a clear, direct link between the images and variants, you remove any doubt, which naturally helps to boost your conversions as a result.

Support Your Pricing with the Right Amount of Detail

If your products are on the lower end of the price scale, you can get away with not going into as much detail on your product pages. Even so, it’s still good practice to provide enough information that makes the buying decision easier for customers.

Alternatively, if you’re selling more expensive premium products, it’s critical to add information that helps justify what makes your products unique and worth the higher price. This is a chance to describe aspects like the materials, workmanship, and origins of the product to start building your desired brand perception and increase checkouts.

Tailor Your Content to Your Audience

Any specialist Shopify consultant will advise you to always tailor your product page content to the type of person you’re targeting. Keeping your buyer personas or customer profiles in mind when writing will ensure that you produce content, which highlights how your products add value, solve a problem, or make the customer feel better. It’s a well-known fact that content, which resonates with prospective buyers and speaks directly to their needs, results in better conversion rates for the merchants in question.

Optimise Your Page Speed

With attention spans getting shorter and the desire for instant gratification growing stronger, it’s important to ensure that your website pages have fast loading times. Studies have shown conversion rates dropping by over 4% for every second of delay in load time (between 0 and 5 seconds).

There are several free online tools that you can use to check if your product pages are operating at an optimal page speed. If they are not, you can hire a Shopify agency to help you take the appropriate measures for improvement. This includes compressing images, addressing unnecessary features like pop-ups and plugins, or checking your code (which will require the expertise of a Shopify website development company).

Make Use of Social Proof

Humans are social by nature, which also means we can either gain or lose confidence in a product based on what others say. It’s the reason why reviews are widely used as a way of building trust and ultimately influencing customer decision-making.

Use social proof to your advantage by clearly adding product ratings or sale pop-ups (indicating that someone has just purchased the respective product). It can act as the final nudge a potential customer needs to add your product to their shopping cart.

Include Shipping & Returns Information

It’s good practice to always add shipping and returns information to your product pages. Seeing as customers can’t assess the quality of your products in person and immediately walk out of the store with their new purchase, this information is a form of reassurance on waiting times and your respective policies should they wish to exchange or return a product.

Don’t Forget About Upselling & Cross-selling

One sure-fire way of boosting conversion rates on your product pages is to leverage upselling and cross-selling opportunities. Upselling refers to the promotion of higher value products while customers are on your product page. Alternatively, cross-selling is the promotion of add-on, complementary, or similar products to what customers are viewing on your product page.

Some practical examples of upselling and cross-selling are provided below:

  • Related products – here are some other products you may also like
  • Upgrade offer – upgrade from an 8GB flash drive to a 16GB flash drive for just £25.
  • Trending products – take a look at our most popular products right now
  • Bundles – add this extra product to your basket now for 50% off.

Use these marketing tactics to your advantage and watch both your order values and conversions rise.

Test & Optimise Your Product Pages Consistently

Once you’ve addressed the different aspects listed above, make sure you follow it up with A/B testing. This process helps you to identify the elements that work or don’t work on your product pages. Remember that conversion rate optimisation is an on-going process, so you should consistently test and optimise your product pages to achieve your desired results. If you’re not sure where to begin, seek the help of a Shopify specialist in the first instance.

Unlock Your Product Pages to Reach Your Conversion Goals

It goes without saying that your product pages are essential to sales performance online. To achieve your conversion goals, you need to provide an excellent user experience by following the best practices outlined above.

Partner with a reputable Shopify development company like Vsourz for peace of mind that every aspect of your product pages and ecommerce store as a whole are set up for success.

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