The Definitive Guide to Creating High Conversion Product Pages Online

notebook with shopping items on online shopping concept

It goes without saying that the product page is one of the most important parts of any ecommerce site. A lot of web shoppers make and finalize their buying decisions on this page, so optimizing it should be at the top of your ecommerce to-do list.

To help ensure that your product pages effectively turn web browsers into paying customers, we’ve come up with a thorough guide on super-charging this critical component of your online store. Listed below are the top aspects that every product page should have, along with tips and examples on how to optimize them for conversions.

 

URL

Making your product pages more compelling isn’t just about improving their look and feel, you also need to enhance some of their technical aspects to optimize them for search. One of the best ways to do this is to improve your product page URLs by taking the following steps:

 

Make your URLs search and reader friendly

Avoid structuring your URLs using numbers and letters that don’t make sense. Opt instead for search- and reader-friendly URLs that contain keywords about the product. (Just be sure not to stuff your URLs with too many keywords.)

A search- and reader-friendly URL should look something like this:

http://yourstore.com/category/product-name (right)

instead of

http://yourstore.com/p/?=AFsgfGSD14543 (wrong)

Why use these types of URLs? Aside from being easier on the eyes, friendly URLs can communicate—both to search engines and to shoppers—what a product is all about. It makes it easier for visitors to navigate your site, while helping you rank better in search.

apple

One company doing this well is Apple. The retailer keeps its URLs clean and organized and they clearly describe what product page a user is on.

 

Have one unique URL point to each product or use canonical URLs

A lot of experts recommend that online merchants have only one unique URL pointing to each product, so if you can manage to do this then great.

However, having just one URL for every item isn’t always possible, especially for more complex stores, where a product can belong to multiple categories, or if the same product page can be accessed through different URLs or methods (like searches or site maps).

For cases like these, Google recommends that “you define a canonical URL for content (or equivalent content) available through multiple URLs.” Doing so tells search engines what your preferred URL is. Indicating a canonical URL will make it easier to determine the URL that you want shoppers to see, and it also enables you to get consolidated metrics for a specific page, so you can track metrics more effectively.

To learn more about canonical URLs, check out Google’s article on the topic here.

 

Product title

Getting your product names right requires balance. They have to be descriptive but concise, and they have to contain keywords, but not so many that they’re overstuffed. Below are some guidelines to help you achieve that balance when you’re coming up with product names:

 

Be descriptive (in 55 characters or fewer)

Your product title should give customers an at-a-glance description of an item, so be sure to include need-to-know attributes in your title. These attributes will vary depending on the product.

For example, if you’re selling engagement rings, then the “need-to-know” aspects could include the diamond cut and carat. If you’re selling tops, then you’ll want to include attributes like neckline, material, and sleeve length.

That said, while a good product title should adequately describe the item, it should do so in a concise way. It’s best to keep them at 55 characters or fewer.

netaporter
Have a look at this product page on Net-a-Porter’s website. The retailer included important product details like brand name, shirt type, and material, while keeping the title succinct at the same time.

 

Incorporate words your customers would use

When cooking up product titles, put yourself in your customers’ shoes and incorporate words that they would actually use. Avoid the urge to be overly clever or fancy.

For example, if you’re coming up with a product title for a red shirt, don’t try to be flowery by using words like “carmine” or “scarlet”. Stick with the word red because chances are, your customers are using that very word when searching for your product.

For best results, use keyword research tools such as Google’s Keyword Planner or Keywordtool.io , to get an idea of the specific terms people are using when they’re researching products.

Take note of the keywords that you find and try to include them in your titles. Just be sure not to overdo it. Remember, you need to keep product titles brief. Your titles also need to make sense and not look like just a bunch of keywords strung together.

 

Use the “brand-model-item type” format

Not sure how to arrange or word your product titles? A good rule of thumb is to follow the “brand-model-item type” format. Let’s go back to the Net-a-Porter example above. Notice how the retailer started its product title by naming the brand (“Isabel Marant”) followed by the specific product variety/model (“Felipe”) and ended with the product type (“T-shirt”)

nordstrom

Or consider this example by Nordstrom, in which the retailer begins the product title with “Michael Kors” (the brand) followed by “Slim Runway” (model), and then “Bracelet Watch, 42mm” (type).

 

Product images

Images can make or break people’s purchase decisions online, so make yours good great. Follow the tips below:

 

Avoid manufacturer-supplied images and use high-quality ones instead

Try not to use the manufacturer-supplied images, as they’re usually generic. Not to mention, other sites could be using them too.

It’s best to come up with your own images by taking unique and high-quality photographs.

 

Showcase various product angles

Be sure to capture various product views to enable shoppers to see what the item looks like from the front, from behind, and up close.

f21

Check out this example from Forever 21’s website. To give shoppers a thorough view of the boots, they took photos of the item from different angles.

 

Show the products being used

You could also photograph products while they’re in use. Do this by having people model the clothes you’re selling, or by taking pictures demonstrating the product at work.

northerntools

Check out Northern Tool’s product page for its ReelWorks Retractable Cord Reel. Instead of just showing the item as is, the retailer added detailed images of the different parts of the cord reel, and even had a photo of what the product looks like when it’s in use.

 

Keep site speed in mind

While providing rich, high-quality images can certainly increase conversions, be sure to implement the tips above with site speed in mind.

“Having very nice product shots is a given, but make sure the image sizes are minimized to a level where the quality of the photographs aren’t lost,” says Jerry Lee, founder of StoryLeather.com, an e-tailer specializing in premium leather goods.

“The goal here is to optimize on page load time,” he adds. “Many retailers love to stuff the product details page with great images to showcase their products, but as a result these pages end up being heavy and take a long time to load.”

 

Product description

The description is the meat of your product page and is essential both for converting users and ranking well in search. Here are some tips to optimize your product descriptions:

 

Make sure they’re unique

Again, using the material supplied by the manufacturer isn’t a wise decision. Aside from being generic, copying what the manufacturer sent could lead to duplicate content—a no-no in SEO.

Take the time to produce unique copy that describes the product in a way that engages your target customers.

Also be sure to include product specs and other helpful details such as the material, whether or not the item runs true to size, care and maintenance tips, etc.

nastygal

One retailer that does an awesome job at this is Nasty Gal. Each product description on their site is thoughtfully written. They contain need-to-know info about the products (i.e. “Zip/hook closures at back, fully lined”), and they’re written in a voice that appeals to their shoppers.

They’ve even included style tips (“Throw it on with strappy heels”) and they’ve listed item specs and details in bullet points.

 

Include details that aren’t evident in photos

“Don’t waste time describing what’s clearly depicted in the photos,” advises Sheldon Perkins, senior account executive at Vreeland Marketing. He says that retailers should instead “use valuable copy space to describe what can’t be seen.

Perkins offers the following guide questions that you should consider asking when writing product descriptions.

  • Is the fabric rugged and heavy or light and drapy?
  • Does the item feel smooth or is it textured?
  • Is it windproof? Waterproof?
  • Is it heavy or light?
  • Is it stiff or flexible?
  • Is weight important?
  • Are dimensions important?
  • What’s it made of?
  • Is it easy to care for/clean?
  • What can it do?
  • How will it make my life better/easier?

 

Test different writing styles, tones and lengths

While retailers like Nasty Gal can pull off colloquial tones in their product descriptions, this style isn’t for everyone. Ditto for the length of your product descriptions. Some stores or products may call for detailed and lengthy descriptions, while for others, a paragraph would suffice.

The key is to identify what works by testing your descriptions and asking for feedback, then refining your style until your copy is fully optimized for conversion.

 

Reviews

A study by PowerReviews found that almost 94% of shoppers consult reviews before making a purchase. Reviews have become a significant factor in people’s buying decisions, and we’re willing to bet that they will become even more important going forward.

As TrustPilot’s Jordan Garner told SmartMail, “There’s visible conversion uplift from adding product reviews to product pages. Research shows that consumers trust product reviews more than product descriptions. In fact, shoppers don’t even read descriptions anymore. They go immediately to reviews.”

Clearly, reviews are a critical part of the shopping journey, so be sure to enable them on your product pages.

Give people the option to leave both ratings (i.e. stars) and reviews. The former provides a quick overview of what shoppers think of the product, and the latter gives them something more in-depth.

How reviews are carried out on your online store will depend on your site’s layout, and your ecommerce solution, so take the time go through your platform’s features or plugins and figure out which review system works best for you.

 

Call to action

shopping design

Your product page’s call to action (CTA) would be that nice button that people click when they want to add an item to their shopping cart. For obvious reasons, you’ll want optimize its look, feel, and positioning for conversions.

Like product descriptions, the best CTA for your store will depend on your specific business. The best way to determine this out is to experiment with different CTA button colors, sizes, wording, and positioning until you’ve figured out what gets you the most sales.

 

Product page add-ons

What we discussed above are the standard components every product page must have. However, there are other product page extras you can add to increase engagement and sales. See if you can incorporate the following:

 

Videos

Videos have proven to increase conversions for a lot of retailers.

Liveclicker, a provider of video commerce solutions for brands, surveyed its retail customers (some of which include Best Buy, Newegg, OnlineShoes and Under Armour) and found that “over half (57 percent) of retailers surveyed reported average order value (AOV) increases of at least 50 percent for customers that watch video on a product page. The remaining 43 percent reported no negative impact.”

northerntool2

Northern Tool makes use of video really well. They’ve embedded videos in some of their product pages (particularly the ones for equipment and power tools) to show them in action.

 

Live chat

Live chat is an ecommerce add-on that can improve customer service while increasing sales in the process. Online printing company Next Day Flyers told Practical Ecommerce that they tested the feature on their site and saw conversion rates increase by 47% when they had the capability turned on. Online florist BloomNation also told the site that “shoppers are 11 times more likely to convert when engaged in live chat.

Your turn

How do you optimize your product pages for conversion? Tell us in the comments.

 

About Francesca Nicasio

Francesca Nicasio is Vend's Retail Expert and Content Strategist. She writes about trends, tips, and other cool things that enable retailers to increase sales, serve customers better, and be more awesome overall. She's also the author of Retail Survival of the Fittest, a free eBook to help retailers future-proof their stores. Connect with her on LinkedIn, Twitter, or Google+.

  • Nicole Mendonca

    I love everything about this! I am also a huge fan of Nasty Gal’s web shop 🙂

    • Thanks, Nicole! Yep, Nasty Gal’s got a lot of personality, which is one of the reasons why I love ’em. And their founder’s pretty awesome too. #girlboss 🙂