7 Tips for Optimizing Your Product Pages for Better Conversion Rates

Your product pages are the final stop for consumers as they consider and purchase your products—every aspect of your product detail pages matters regarding your conversion rates.

This post outlines seven tips for optimizing your product pages for better conversion rates, so you can sell more starting today.

1. Get Fundamental Product Content Right

As you build your product pages, you must start with the basics and get those right. Meeting fundamental product content requirements is step one to winning the digital shelf.

The digital shelf gives you access to an unlimited volume of shoppers. But you will only reach them if your product content meets basic standards and requirements. Many brands fail to execute basic product content standards, rendering their investments and efforts fruitless.

Fundamental product content includes:

• Page Status – live, not found, or missing
• Product Status – availability, Buy Box, seller type, MSRP, sale price
• Content Scoring – product title, description, bullets, images, videos, documents
• Content Usage – marketing copy, images, videos, documents, ratings & reviews, 360-degree images

Partnering with a firm like Content Status gives you access to tools that ensure you execute fundamental product content the first time you hit publish. Conducting a product content audit ensures your pages are built for optimal performance. An audit increases product visibility and sales, helping you earn better conversion rates.

2. Showcase Rich Product Content Spreads

Once you’ve got the basics right, it’s time to focus on the content that engages shoppers and converts them to customers: rich product content.

Your rich product content provides facts and data regarding your products, packaging it in a way that captures your shoppers’ emotions. Enhanced product content should provide the basic information users require when evaluating their purchase options. But it should also go a step further, providing compelling visuals and interaction, showing them how your product could enhance their lives.

Rich product content includes:

• Hotspots with upsell and cross-sell features
• 360-degree spin imagery
• AR product applications
• Product videos
• Product comparison charts
• Product guides

Enhanced content draws shoppers in and moves them toward purchase. Optimizing your PDPs with high-impact media increases traffic, engagement, and conversions.

3. Understand and Optimize Share-of-Search

Your product pages will only convert the shoppers who land on them. Understanding and optimizing share of search helps you win more page-one rankings and reach your target audience.

Running regular share-of-search audits provides actionable insights into your product page performance. Fifty-three percent of your share-of-search represents eighty-three percent of your market share. But nearly three-fourths of sites fail site-search expectations, and most brands aren’t aware that they’re falling short.

Share-of-search data helps you:

• Understand brand penetration
• Know product placement across retailer sites
• Understand brand and category performance insights

Conducting share-of-search audits empowers you to understand your position on the digital shelf and optimize your share of search to increase product page conversion rates.

4. Manage Customer Ratings and Reviews to Provide Social Proof

Social proof is a top driver of online purchases, regardless of the product or industry. Shoppers trust customer reviews to guide their purchase decisions – even more than personal recommendations or price.

Effective review and rating management is foundational to increasing your product page conversion rates. Consumers will read your reviews, so you must implement a management process that encourages positive reviews from as many shoppers as possible. Positive, recent reviews are the key to increasing PDP conversion rates.

Product reviews are the single most crucial factor influencing purchases. They communicate quality, legitimacy, and reliability from your brand. Housing customer reviews on your product pages –– and managing them effectively –– gives shoppers confidence and trust that compels them to purchase your products.

5. Include FAQs and Written Content to Educate Shoppers

Online shopping has become the preferred mode of purchase for many consumers. The convenience factor is hard to beat. However, digital commerce doesn’t allow consumers to evaluate the product as they would in a traditional brick-and-mortar setting, nor can they consult with the retailer regarding the product.

Even the most confident online shoppers come to your product pages with questions about your products. By including an FAQ section on your product pages, you can preemptively answer their questions, instill trust, and move them toward their purchase.

FAQs and written content are crucial components of your marketing strategy. In addition to addressing product questions and concerns, your FAQ section boosts your SEO efforts. As shoppers conduct product research, your FAQs and written content draw them to your product pages and answer their questions. From there, all that’s left is for them to click “buy now.”

6. Provide Peace of Mind with Hassle-Free Return Policies

Online shoppers buy with the intention of making returns. More than 25 percent of shoppers have returned more than four items in the last six months. Brands must meet consumer demand for hassle-free returns to compete in their market and increase conversions.

Your product pages should include a clear return policy that highlights the simplicity of your return process. Shoppers want to know that they can return purchased items conveniently, and many consumers expect that returns will be free.

Setting customer expectations regarding returns reduces friction in the purchase process and provides more incentive for them to purchase your products immediately.

7. Display a Clear and Compelling Call to Action

Product pages should include all the product information shoppers need to purchase. Give them the data and content they need to thoroughly evaluate your product and determine if it’s the right choice for their needs.

But your product page needs more than effective content and the proper structure. Including a clear, compelling call to action (CTA) is essential to increasing product page conversion rates.

Sometimes shoppers are on the edge of purchase and only need a little nudge to commit. A CTA button on your product page gives shoppers a clear directive that encourages immediate purchase and increases sales.

Building Better Product Pages with Content Status 

At Content Status, we have the solutions your brand needs to optimize your online presence. Our tools empower you to build better product pages that help you earn more conversions than ever. Reach out today to learn how our resources can help you optimize your product pages and win the digital shelf.