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Product Page Optimization: How to Create High-Converting Shopify Product Pages

GemPages Team
10 minutes read
Product Page Optimization: How to Create High-Converting Shopify Product Pages

The product page is the core of every eCommerce business. It is where your products are displayed in all of their glory and sales are made. The absence of a physical array calls for an optimized product page, AKA a perfect medium to increase your brand’s conversion rates. Get to know the rationale, must-haves, and picture-perfect examples of product page optimization on Shopify, all in this blog post.

Why is Product Page Optimization Important?

To learn of its importance, we will answer the question: What is product page optimization?

In a nutshell, product page optimization in eCommerce is the process of improving different components on your store’s product page to encourage visitors to purchase, thus, driving sales and boosting conversion rates.

These details range from product titles, descriptions,  images, to customer testimonials, user interface design, and so on.

Boost conversion rates

The quality of your product page directly affects your store’s conversion rates. This conversion happens when your visitor takes a desired action, which eventually leads to a sale.

When a visitor lands on your product page, either via an ad or an organic search, you do not want them to click off immediately due to an inadequate product page. The better your page is designed and organized, the longer your potential customers will stay.

Learn more: Shopify Conversion Rates: A Beginner’s Guide (2023)

Enhance brand credibility

Put yourself in your customer’s shoes. If you land on a website’s product page, you would expect it to embedded customer reviews or to cover other basic information such as price, description, images, shipping, etc. If your product page fails to display the product properly, it will run the risk of a higher bounce rate and lower conversion rate.

By taking every aspect of a product page into account, your customers will have a better grasp of the product positioning, thus enhancing the brand credibility.

Maintain customer loyalty

The product page is not reserved for first-time buyers only. Repeated customers may be familiar with your products and services, however, these purchases won’t stop them from shopping at a similar store.

For example, if your competitor sells a similar product to yours, but they have implemented a nifty product demonstration video on the product page to provide more information to buyers, they will have an edge over your business.

Therefore, a product page that is constantly improved is the driving force behind customer loyalty among prospects and long-time customers.

Improve search engine rankings

An optimized product page is one of the most valid trust signals that are recognized by search engines. It shows that your business and products are legitimate, which in return, will increase organic traffic and the overall ranking.

What Does a Well-Optimized Product Page Contain?

This segment of the blog will cover all the most crucial elements of an optimized product page, from soup to nuts. With every element, we will attach a relevant Shopify product page example that is using this component to its advantage for a more thorough examination.

1. SEO-optimized product titles and descriptions

Screenshot of BlackMilk’s product page.

BlackMilk keeps the title and description SEO-focused for its product.

What concludes a pair of SEO-friendly product titles and descriptions?

Details namely length, relevancy, and grammar should be prioritized. Customers are more inclined to click on a title that is straightforward and descriptive on the search engine results pages (SERPs). Based on the specific products, you can opt for a title that highlights your brand’s name, or the most important feature. 

With product description, avoid using superlatives (e.g. the best, etc). A more personal and genuine note will strike better in most cases.

Take BlackMilk for instance. The brand uses a simple and SEO-optimized product title, coupled with a scannable description in a bullet point format. This approach results in a clean and chic product page for a fashion business.

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2. High-quality product photography

Screenshot of OUAI’s product page.

Feel the affluence through OUAI’s stunning product images.

The importance of product images in eCommerce is evident. Though virtually, buyers prefer to see the products for themselves in different angles and settings. This is one factor of an optimized product page that business owners can’t simply glaze over.

For a haircare brand, OUAI transmits the quality of its products through striking photographs. Customers can check out the texture and see how it is applied via magazine-worthy images on every product page.

The style and composition of a photograph also reflect the spirit of a brand, thus, advanced photography is usually required. But don’t sweat it yet! If you are a young business, an AI-powered app like Pixelcut is a foolproof solution to generate brilliant product images without spending the big bucks.

3. Enticing visual media

Sometimes product images alone are not enough. Some brands like to go all out with their visual media, and Fly By Jing is one of them.

Its product page is hot and spicy, much like the products on the shelves. By using saturated colors like black, deep orange, and mustard yellow, Fly By Jing possesses a unique appearance like no other. As you scroll, the use of GIFs, fun icons, and bold texts lock your attention in. This captivating product page uses an approach that is on brand with their products, which works incredibly well in an eCommerce setting. Saying Fly By Jing’s product page is a visual feast is an understatement.

Learn more: 10 Best Shopify Color Schemes + Color Palette Ideas [2024]

4. Current offers and deals

Screenshot of Abbott Lyon’s product page.

Stay in the loop with the current offers, right on Abbott Lyon’s product page.

The deals and offers on the current holiday sale should not only stay on the front page. The product page is a hotbed to get more visibility on these limited deals.

Abbott Lyon makes sure no information regarding their sale slips your eyes. It utilized the free shipping bars to promote the Cyber Monday sale, which is as obvious as it could be. This is a clever tactic to get its buyers to wander around the site and possibly spend more, instead of clicking off or adding only one product to their cart.

Pro tip: Add Popup element to your product page. This will skillfully collect customer information, building a network of potential customers for you to take care of 

5. User-friendly navigation

Screenshot of Olipop’s product page.

Olipop’s product page is a classic case of a user-first design.

Your potential customers come from different walks of life, with some being not so tech-savvy. The last thing they need is to navigate a page with complicated design, hidden elements, and unpleasing product images.

For the product page, the ultimate goal is sales. To keep the buyers until the end of the sale funnel, a user-friendly layout is a must.

For Olipop, navigating its product page is surefire. As visitors enter the page, they are met with a clear title, eye-catching product images, a hard-to-miss CTA button, visual-aided variations, and so on. The top bar is kept minimal with three elements, so buyers know exactly where to click to explore other products or start the checkout process.

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6. Conspicuous CTA buttons

Screenshot of Dollar Shave Club’s product page.

Dollar Shave Club makes sure the most important CTA button stands out from the rest of the page.

A clear Call-to-action (CTA) button is the key to getting your customers to finish their orders. The position of the engaging “Add to Cart” button may make or break your conversion rates, so be sure to follow this rule of thumb: make it as apparent as possible.

Following the footsteps of Dollar Shave Club, you can give the button a contrasting color and sandwich it between the price and product descriptions. This way, it will not get buried under a wall of text and require more scrolling to be visible.

Alternatively, you can make the “Add to Cart” button sticky to follow your buyers as they scroll and explore the page.

Pro tip: Do not hesitate to use GemPages’ sticky add to cart element. Customers will always remember you every time they see products in their shopping cart.

7. Customer testimonials and UGC

Screenshot of Fashion Nova’s product page.

Fashion Nova seals its spot as one of the top-earning clothing brands on Shopify with an outstanding product page.

User-generated content (UGC) in eCommerce refers to the images, videos, reviews, feedback, etc. that are posted by customers on an online store’s website and social media. It generates a genuine platform and community to build more awareness for the brand.

This form of content belongs to most of the pages on an online store, but its full potential is released on the product page.

Screenshot of Fashion Nova’s product page.

Potential buyers can make a quicker decision given the User-generated content on Fashion Nova’s product page.

Fashion Nova is one of the leading fashion brands, so it never runs out of UGC. Its customer base is incredibly active on Instagram, and the company has taken advantage of this trend to the fullest. On every product page, a “Seen on Instagram” section can be seen right above the customer reviews. This way, first-time buyers can have a closer look at the pieces worn by real people in candid photos, which is a huge plus to drive sales and increase customer loyalty.

8. Trust badges and expert-backed claims

Screenshot of The Honey Pot’s product page.

The Honey Pot’s product page is nothing short of informative.

When we mention trust badges, they could be literal badges that are displayed on the product images or next to the titles. For different stores, they also come in the form of a seal of approval, or magazine endorsements.

Screenshot of The Honey Pot’s product page.

The Honey Pot displayed useful data regarding its product right on the product page.

For The Honey Pot, its trust signal is conveyed through tests done by medical professionals. The data is shown just enough, but if you are keen on exploring the test in detail, simply click “Learn More” to read the full claims.

By keeping this section minimal, The Honey Pot’s product page looks visually appealing, while still being improved as a whole.

Learn more: How to Add Trust Badges to Shopify in 2 Fastest Ways 

9. Product recommendations

Screenshot of Lucy & Yak’s product page.

Lucy & Yak never forgets to incorporate different visual elements on its product page.

Product recommendations have long been seen as a great tool for cross-selling and upselling, so it goes without saying that having this feature on your product page is a brilliant idea.

Screenshot of Lucy & Yak’s product page.

Customers don’t have to scour for similar looks with Lucy & Yak’s product recommendations segment.

For Lucy & Yak, this practice is explicit. You can find the “Complete the look” section right below the product descriptions. The recommended items are displayed in their entirety, including the ratings and prices.

Lucy & Yak chose products with similar designs to recommend. Other approaches are accessories that go with the clothes, or pieces of a matching set. Picking what to display depends on your business’s preferences.

10. FAQ section and live chat

Screenshot of Honest Paws’ product page.

Honest Paws designed an easily navigable product page.

Frequently Asked Questions (FAQ) and live chat are often seen as optional elements on the product page. With that said, we do think they help assist buyers at the last stage of their sale funnel by being put on the product page.

Screenshot of Honest Paws’ product page.

Honest Paws ensures an all-around satisfaction from its customers with these handy elements.

For a CBD-infused dog food brand, Honest Paws understands that its customers may have certain concerns about their products. If you are on the brand’s product page, simply scroll down to get the answers, or click on the icon in the bottom right corner and type your question/email should you need more in-depth assistance.

11. Transparent checkout process

Screenshot of Daisy’s checkout process.

Daisy’s checkout process is seamless from the minute your products are added to the cart.

On an online store, the checkout page closely interlinks to the product page, and mastering the pipeline between these two pages can help optimize your Shopify store. 

Daisy streamlines this procedure from the moment you press the “Add to Cart” button, all the way to the informative checkout page. As pictured above, the company displays all the products that have been added to your cart, right next to the “Packaging” segment that shows different packaging options for your order. 

Every detail informs buyers of their order, right before the checkout page. There is no distracting component, and the urging “Go to checkout” button is incredibly hard to miss.

Your landing pages could look like these
Try GemPages for free to create high-converting landing pages for any marketing campaign. No coding is required.

3 Shopify Templates For an Optimized Product Page

1. Information-packed template

Screenshot of the “Kid’s healthy snacks” template.

Showcase what’s best about your products with the template from GemPages.

This template is the perfect match for any Shopify food store that is looking for an information-packed theme. Full-screen images, trust badges, transparent ingredient lists, etc. are a few examples of how you can utilize this template to your advantage.

Start producing compelling content for your Shopify product page with this template from GemPages here.

2. Trust signal-focused template

Screenshot of the “Baby toys” template.

Show your customers why your products are trustworthy with this template’s clever design.

Leave no room for concern with this high-converting template. Right next to the product images, you can customize a “Recommended by” segment. Scrolling down reveals a customer testimonials box, where you can choose to display all the most transparent and useful product feedback. This template is foolproof, practical, and no less stunning.

Try this template from GemPages here.

3. Template with a FAQ section

Screenshot of the “Eco-friendly” template.

This template keeps the above-the-fold section simple and organized to let your products shine.

Frequently Asked Questions (FAQ) is a versatile component that can be a standalone page, as well as a segment in one of the main pages. Since we highly recommend putting FAQ on the product page as a complete factor, we sure have a template that caters to this exact option.

Screenshot of the “Eco-friendly” template.

The FAQ section can fit up to ten editable questions.

This template incorporates a nifty FAQ section in a scannable accordion format, which fits snuggly into your product page. Freely edit the questions to suit your needs.

Get your hands on this template from GemPages here.

Start Optimizing Your Shopify Product Page Today

Optimizing your product page is one of the most direct changes that can transform your Shopify store dramatically. We highly endorse the components above at GemPages, but it can be overwhelming to implement them all at once. Since you are the one who knows your business the best, the only thing that stands between you and an optimized Shopify store is your decision to take the first steps!

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FAQ About Shopify Product Page Optimization

Why is product page optimization important?
Product page optimization on Shopify is critical since it can boost your store’s conversion rates, enhance brand affinity, maintain customer loyalty, and improve search engine ranking.
How do I optimize my product page on Shopify?
Many components go into optimizing a Shopify product page. Here is a list to get you started:
1. SEO-optimized product titles and descriptions

2. High-quality product photographs

3. Enticing visual media

4. Current offers and deals

5. User-friendly navigation

6. Conspicuous CTA buttons

7. Customer testimonials and UGC

8. Trust badges and expert-backed claims

9. Product recommendations

10. FAQ section and live chat

11. Transparent checkout process
What is a good Shopify conversion rate?
The average conversion rates for eCommerce stores are 2.5% to 3%. A conversion rate of 3.3% and higher is considered a good conversion rate, whereas 0.5% and below is considered low for Shopify.

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