Product Page Optimization: Do It to Increase Your Sales

The number of businesses launching ecommerce grows by leaps and bounds. With nearly $11 trillion of growth projected for 2025, ecommerce is where your company should be present if you sell products or services to your customers. However, simply launching an online store with your product listing isn’t enough if you want to achieve the best results. Thorough product page optimization is a crucial step of your ecommerce strategy, letting you make your offers more findable on the web. This guide reveals 21 working ecommerce product SEOSEOSearch Engine Optimization involves optimizing various website elements to make it more attractive to search engines like Google, Bing, and Yahoo.
More About SEO tips that will help your business grow and drive more sales.  

What is Ecommerce Product Page Optimization

Ecommerce product page optimization improves the content, design, and functionality of a web page selling a product or service. It involves writing a persuasive yet descriptive copy that increases the customer’s awareness of the benefits provided by a specific product. Creating high-converting product pages also involves optimizing product images and CTAs and displaying product reviews and ratings to increase customer confidence in your brand. 

21 Elements of Product Page Optimization

Being aware of the best practices of ecommerce product pages adds confidence to business owners looking forward to creating high-converting product pages. Many approaches and strategies are involved in setting up ecommerce product pages that sell. However, it doesn’t mean you should apply them all on the same page. While working on product page optimization, consider applying the techniques that match your brand’s idea and product specifications the most. Relying on such factors as relevancy, you can find the correct approach to creating product pages that sell. 

While working on this guide, we came across a good example of a high-converting product page templateTemplateA website template is a pre-designed webpage that is a starting point for creating a website.
More About Template, which Anna York shared on LinkedIn. Let’s discuss the best practices for product detail pages.

1. Delivery & Return Policy

A clear delivery and return policy is crucial for building customer trust. Shoppers want to know how long it will take for their order to arrive and what their options are if they need to return a product. You can alleviate customer concerns by providing detailed and transparent information about shipping times, costs, and return processes. This transparency reassures buyers and reduces the likelihood of cart abandonment, as customers feel more confident about their purchase decisions.

2. HTTPS/SSL

HTTPS/SSLSSLSecure Sockets Layer is a cryptographic protocol that ensures secure communication between a client and a server.
More About SSL ensures your website is secure, protecting customer data during transactions. This security is vital for building trust and is a ranking factor for search engines. Implementing HTTPS/SSL encrypts data transmitted between your website and customers, safeguarding sensitive information such as credit card details and personal data. This level of security is essential in today’s digital age, where cyber threats are prevalent, and it reassures customers that their data is safe with you.

3. Category Breadcrumbs

Category breadcrumbsBreadcrumbsA secondary navigation scheme that displays the user’s location within a website or application.
More About Breadcrumbs are navigational aids that show users their current location within the site’s hierarchy. They are typically displayed as a trail (e.g., Home > Category > Subcategory > Product). This improves the user experience and can help reduce bounce rates. Breadcrumbs provide a simple and effective way for users to understand their location within your site’s hierarchy, making exploring other products and categories easier. This navigational aid can enhance the shopping experience and encourage users to spend more time on your site.

4. Customer Reviews

Displaying customer reviews provides social proof, helping potential buyers make informed decisions based on others’ experiences. Reviews can significantly impact purchasing decisions and enhance credibility. When customers see positive feedback from others who have purchased and used your product, it builds trust and confidence in your brand. Encourage satisfied customers to leave reviews and respond to feedback to show that you value customer opinions and are committed to providing excellent service.

5. Product Videos

Product videos offer a dynamic way to showcase your product’s features and benefits. They can engage users more effectively than static images and help convey the product’s value more clearly. Videos can demonstrate the product in use, highlight its key features, and provide a more immersive experience for potential buyers. This multimedia approach can help customers visualize how the product will fit into their lives, ultimately increasing the likelihood of purchasing.

6. Search Options

Robust search options enable customers to find what they’re looking for quickly and efficiently. An intuitive search function can improve user satisfaction and increase the likelihood of conversionConversionA process of turning a website visitor, social media follower, or any other potential customer into an actual paying customer.
More About Conversion. Implementing advanced search features, such as filters and autocomplete suggestions, can enhance the search experience, making it easier for users to locate specific products or categories. A seamless search process can significantly reduce frustration and keep customers engaged with your site.

7. Clear Call to Action

A clear call to action (CTA) guides customers on what to do next, whether adding a product to their cart or contacting customer support. Effective CTAs are crucial for driving conversions. Your CTAs should be prominently displayed and use persuasive language to encourage action. Phrases like “Add to Cart,” “Buy Now,” or “Contact Us” should be visible and compelling, leading customers smoothly through the purchasing process.

8. Schema

Schema.orgSchema.orgA collaborative effort between search engines, aimed at creating a standardized vocabulary for structured data markup on web pages.
More About Schema.org is a structured data markup that helps search engines understand your page’s content. Implementing schema markup helps search engines understand your content better, which can improve your search engine rankings and increase the visibility of your products in search results. Schema markup provides additional context to search engines, enhancing how your product pages appear in search results. This can lead to richer search snippets, improved click-through rates, and, ultimately, more trafficTrafficThe number of visitors or users who visit a particular website.
More About Traffic to your site.

9. Q&A

A Q&A (or FAQFAQAn FAQ, or Frequently Asked Questions, is a collection of commonly asked questions and their corresponding answers pertaining to a specific topic, product, or service.
More About FAQ) section addresses common customer queries directly on the product page, providing immediate answers and reducing the need for further research. This can enhance the user experience and reduce purchase hesitation. You can provide valuable information that helps customers make informed decisions by preemptively answering frequently asked questions. This proactive approach can also reduce the volume of customer support inquiries, saving time and resources.

10. Images

High-quality images give customers a detailed view of the product, helping them make more informed decisions. Multiple angles and zoom capabilities can enhance the perceived value of the product. High-resolution images showcasing the product from different perspectives can give customers a comprehensive understanding of what they’re buying. Including lifestyle images that show the product in use can also help customers envision how it fits into their lives.

11. Product Description

A well-written product description highlights the product’s key features, benefits, and specifications. It’s essential for informing customers and persuading them to buy. Product content optimization involves writing descriptions to improve SEO and increase conversion rates. SEO product descriptions should be detailed and engaging, providing all the necessary information a customer might need. Use bullet points for clarity and highlight the unique selling points that differentiate your product from competitors.

12. Phone Number

Including a phone number on your product page offers customers an easy way to get in touch for any inquiries, building trust and potentially speeding up the purchase decision. A visible phone number reassures customers that they can easily reach you with questions or concerns. This accessibilityAccessibilityThe practice of designing and developing websites that can be easily accessed and used by individuals with disabilities.
More About Accessibility can be a key factor in building trust and confidence in your brand, making customers more likely to complete their purchase.

13. Live Chat

Live chat provides instant customer support, addressing customers’ questions or concerns in real time. This can significantly improve customer satisfaction and conversion rates. By offering live chat, you can provide immediate assistance, helping customers navigate any issues they encounter during shopping. This real-time support can reduce barriers to purchase and enhance the overall customer experience.

14. Company Details

Providing company details, such as your business address and history, adds credibility and reassures customers about your legitimacy. Transparency about your company’s background and location can build trust with potential customers. Highlighting your company’s values, mission, and history can create a connection with customers, making them feel more confident in their decision to buy from you.

15. Page Title

An optimized page titleTitleA text that appears at the top of a web page or within a section of content.
More About Title is crucial for SEO, helping your product page rank higher in search results. It should be descriptive and include relevant keywordsKeywordsA specific word or phrase that encapsulates the essence of a particular topic or theme.
More About Keywords. Your page title is one of the first things search engines and potential customers see, so it’s important to make it compelling and informative. Incorporate primary keywords naturally and ensure it accurately reflects the page’s content.

16. META Description

While not directly impacting rankings, the META descriptionMeta DescriptionA concise summary or snippet that appears below the URL in search engine results pages (SERPs).
More About Meta Description influences click-through rates from search results. A compelling META description can attract more visitors to your page. This brief summary should be engaging and provide a clear reason for users to click on your link. Highlight key benefits or unique features of your product to entice potential customers.

17. User-Friendly URL

A user-friendly URL is easy to read and includes relevant keywords, improving SEO and the user experience. Simple, descriptive URLs help search engines understand the content of your page and make it easier for users to navigate your site. Avoid long, complex URLs and include keywords that describe the product.

18. Product Name (H1 Tag)

Using the product name as the H1 tag helps search engines understand the page’s main topic, improving SEO. It should be clear and concise. The H1 tag is a key element of on-page SEO, signaling to search engines what the page is about. Ensure your product name is accurately represented and optimized with relevant keywords.

19. Open Graph Tags

Open Graph tags ensure your product page looks appealing when shared on social media, improving click-through rates from these platforms. These tags control how your content appears on social media, including the title, description, and image. Optimizing Open Graph tags can enhance the visibility and attractiveness of your product when shared, driving more traffic to your site.

20. Mobile-Friendly

A mobile-friendly design ensures your product page is accessible and easy to navigate on all devices. Most traffic comes from mobile users, which is essential for maintaining high conversion rates. Ensure your site is responsive, with fast load times and an intuitive layout for mobile users. A seamless mobile experience can significantly impact your overall sales and customer satisfaction.

21. Related Products

Displaying related products can increase the average order value by encouraging customers to explore additional items they might be interested in. It enhances the shopping experience by providing relevant suggestions. Showcasing related products can keep customers engaged on your site longer, provide them with more options, and increase the likelihood of additional purchases.

What Metrics Show Your Product Page Optimization

Like there is no on-size-fits-all rule when creating an ecommerce website that sells, there is no universal approach to ecommerce product page optimization. You can follow ecommerce product page best practices and update your online store’s pages with the abovementioned elements. However, you should always mind the specifications of your project and consider implementing the techniques that prove to be the most effective for your website. 

How can you know what works best for you? Regular monitoring helps you promptly identify and fix technical issues, ensuring optimal performancePerformanceRefers to how fast a website or web application loads and responds to user interactions.
More About Performance and user experience. Here are the main metrics you should focus on:

• Conversion Rate (CR) – the percentage of visitors who complete a desired action, such as purchasing. A high conversion rate indicates that your product page effectively persuades visitors to buy, reflecting the success of your optimization efforts.
• Bounce RateBounce RatePercent of users landing on a site & leaving without an action.
  More About Bounce Rate – the percentage of visitors who leave your site after viewing only one page. A high bounce rate may suggest your product page is not engaging or relevant to visitors. Reducing the bounce rate can lead to more interactions and potential conversions.
• Average Engagement Time Per Session – the average time visitors actively engage with your page during a session. Longer engagement times typically indicate that visitors find your content valuable and are more likely to convert. It helps gauge the effectiveness of your product descriptions, images, and other content.
• Click-Through Rate (CTRCTRClick-Through Rate (CTR) is a measurement that determines the percentage of people who click on a specific link or advertisement, divided by the total number of impressions it receives.
  More About CTR) – the percentage of users who click on a link or CTA compared to the number of users who view the page. A high CTR indicates that your calls to action are compelling and that users are interested in exploring more of your site or purchasing.
• Average Order Value (AOV) – the average amount of money spent each time a customer purchases. Increasing your AOV can significantly boost revenue. It reflects the effectiveness of your upselling and cross-selling strategies and the perceived value of your products.

By considering these metrics, you can gain valuable insights into your product page’s performance, identify areas for improvement, and ensure that your site effectively meets your customers’ needs.

What to Avoid on a Product Page

Above, we discussed the elements that can significantly enhance your product page’s performance. While not implementing those elements may not necessarily decrease your performance, the following pitfalls can harm your product page and reduce effectiveness. Here are some things to avoid:

• Low-Quality Images: blurry, low-resolution, or unprofessional photos of your product. Poor-quality images can deter customers from purchasing as they don’t convey the product’s true quality and details, reducing trust and engagement.
• Hide Out-of-Stock Product: remove or hide products that are temporarily out of stock. Hiding out-of-stock items can frustrate customers who may have been interested in them. Instead, provide options to notify customers when the product is back in stock to retain interest.
• Product Description From Manufacturer Website: using generic descriptions provided by the manufacturer without any customization. Manufacturer descriptions can be duplicated across multiple sites, leading to poor SEO performance. Unique, detailed descriptions tailored to your audience can improve engagement and search rankings.
• Wrong Prices: incorrect prices can lead to customer dissatisfaction, potential legal issues, and loss of trust. Ensuring accurate pricing is crucial for maintaining credibility and customer satisfaction.
• Unclear CTA: сall-to-action buttons that are vague, hard to find, or confusing. Unclear CTAs can leave visitors unsure of the next steps, reducing conversion rates. Make your CTAs prominent, clear, and action-oriented to guide users effectively.
• Title or HeaderHeaderA visual and typographical band or menu commonly situated at the uppermost part of a website’s interface.
  More About Header Without Search Volume Keyword: missing out on valuable keywords can hinder your product page’s visibility in search engine results. Using relevant keywords in your titles and headers can improve SEO and increase organic traffic.

Conclusion

Ecommerce product page optimization is crucial for businesses looking forward to enhancing user experience and driving more website conversion. Enhancing product pages with high-quality images, clear CTAs, informative FAQs, honest reviews, and other details relevant to your project’s specifications can significantly improve your project’s performance and drive more sales. Experiment with different product detail page best practices and track key metrics like bounce rate, conversion rate, and average order value to ensure the selected strategies meet the evolving needs of your customers.