With the e-commerce market projected to surpass $6.3 trillion, now is the perfect time to optimize your storefront and capture the attention of potential customers.
So how do you stand out in a crowded, competitive market (with over 4.6 million sellers on Shopify alone) and capture your visitors’ attention to turn them into loyal customers?
The key lies in optimizing your storefront—especially your most-visited pages, like your product pages. Product page optimization is a strategic way to enhance every element on your product page to help resonate with your audience better and significantly improve conversions.
In this article, we’ll explore product page optimization through 9 key elements you can implement to make your storefront stand out:
Product titles can be often overlooked when it comes to product page optimization. And yet, they represent a key element of your product page as it impacts your organic search traffic on Google (SEO) and also customer behavior. Create clear, keyword-rich product titles that effectively describe your product without appearing keyword-stuffed. This approach helps customers quickly find exactly what they’re searching for.
Take inspiration from these e-commerce brands that masterfully craft keyword-rich product titles, helping customers quickly find exactly what they need and maximizing your product page for SEO.
Online fashion brand RIHOAS excels at crafting product titles that vividly describe the cut, color, design and length of their items, making it easy for shoppers to visualize the product.
2. Size in Product Title
Sustainable bottle brand One Green Bottle makes sure to highlight their main features in their product title, like size and materials.
3. Unique Value Point in Product Title
Dog apparel and accessories brand BarcLondon uses a slightly different format. It states the product’s unique selling point (reversible puffer jacket) before the other information like style, color, and material.
Product images are crucial to consumer purchasing decisions. In fact, 85% of shoppers consider high-quality images and detailed product information essential when choosing which brand to buy from.
Customers also prefer to see more than one product image. Only 0.52% of consumers are satisfied with a single product photo, while 33.16% prefer multiple images, and 58.03% want to see full 360º views to get a complete look at the product.
This means that there’s a lot of opportunity for merchants to optimize their product images for more conversions.
The size and format of your images have a direct impact on page load times, which play a crucial role in both SEO and user experience. According to Google, 53% of mobile users leave a website if it takes longer than three seconds to load.
How merchants can optimize image file type and size for page speed:
But how can merchants ensure their images effectively meet consumer needs? By providing a variety of images that showcase the product from different angles, offer close-ups, demonstrate usage, and highlight key features.
Here are a few product image types you can consider when optimizing your product page:
Lifestyle product images display how an item is worn or used in its ideal environment. For example, outdoor lifestyle brands often feature their products in natural settings doing different activities like hiking, surfing, skiing and more—to highlight durability and create a more authentic, relatable image. Outdoor apparel brand Finisterre successfully achieves this by placing lifestyle images throughout all their product pages.
2. Usage Images
Usage images are very similar to lifestyle images except they focus more on how the product is being used in a daily routine. Online cookware brand Our Place uses product demonstration images that often feature people cooking, showcasing their products in action while preparing delicious meals.
3. Customer Images
Customer images are a powerful tool that simultaneously highlight the product and provide social proof. Often shared on social media, these images are reposted by brands on their product pages. Seeing real customers enjoying the product reassures potential buyers and builds trust. Athletic wear brand Fabletics does a great job at showcasing customer images, effectively using them to build trust and highlight real-life experiences with their products.
4. Compatibility Image
Compatibility images help shoppers assess whether a product aligns with their intended use, providing clarity and ensuring it meets their specific needs. Best Buy includes product images that help shoppers understand compatibility. For example, they display laptop cases with details on which brands and sizes they fit, making it easy for customers to find the right match.
5. Zoom-In Images
According to the Baymard Institute, around 25% of online shoppers left websites that didn’t offer zoom-in options in their product photos. The zoom feature is crucial in e-commerce, as it enables customers to closely examine a product’s texture, material, and overall quality—key factors that influence purchasing decisions. Online fashion brand ASOS allows visitors to zoom in on product photos up to three times, giving shoppers a closer look at the material and texture of the clothing.
Product videos have emerged as a powerful tool in e-commerce, driving higher customer engagement and interest. A report by Wyzowl reveals that 79% of consumers prefer watching a video to learn about a product rather than reading text.
Anker‘s product pages often feature demonstration videos showing their electronic products in action. For instance, their videos for power banks illustrate how to use the product, highlighting key features like charging speed and capacity.
Benefit: These videos help customers understand how the product works and its practical applications, leading to increased trust and higher conversion rates.
2. How-To Guides
Herman Miller offers how-to videos on their office furniture pages. These videos guide customers on assembly, usage, and adjustment features, enhancing the post-purchase experience.
Benefit: How-to videos reduce customer frustration and increase satisfaction by providing clear instructions and showcasing the product’s versatility.
3. 360-Degree Views
Nike provides 360-degree videos of their sneakers, allowing customers to view the product from every angle. This type of video is particularly useful for items where appearance and detail are crucial.
Benefit: 360-degree videos offer an immersive experience, helping customers get a comprehensive view of the product’s design and quality.
Product descriptions play a double role: they engage and educate consumers about the product while also being optimized with keywords to boost SEO.
SEO Considerations for Product Descriptions:
For example, Dollar Shave Club offers easy-to-read product descriptions in bullet points, highlighting their key benefits through their humorous brand voice. This turns buying razors and grooming supplies into an engaging experience, far from the usual boring routine.
Many top-performing product pages include additional full-width content sections that provide more in-depth information and images. This strategy is particularly effective for higher-priced items or products that require more education.
Rich Visuals and Copy: Brands like Nomad incorporate visual content sections that emphasize key product details, such as craftsmanship, materials, and sustainability efforts. Using these sections to explain the value of a product can improve conversions.
Having a Frequently Asked Questions (FAQ) section on your product pages can alleviate concerns and reduce the barrier to purchase. This section should answer the most common questions customers might have about the product. This could include details about shipping, returns, and product care.
Online mattress brand Casper has a FAQ section on all of their product pages that answers their shoppers most common concerns.
Product reviews are one of the most effective forms of social proof. Research shows that 93% of consumers read online reviews before making a purchase.
Cooler brand YETI offers engaging customer reviews. Many of them mention how the product performs in specific situations (e.g., camping, fishing trips, long road trips). Customers frequently upload photos and videos of their YETI products in use, offering real-world validation of the product’s effectiveness.
Google states that for every second delay of mobile page-load time, conversions can go down by up to 20%. With the majority of website traffic coming from mobile devices, this shift impacts every e-commerce brand, making page load speed optimal for success.
Best practices to improve page load time:
Optimizing product pages is an ongoing process, and testing is essential for continuous improvement. A/B testing helps you determine which changes to your product page yield better results.
