Optimize ecommerce product pages

1. Identify areas that need improvement on your existing product pages by conducting an on-page SEO audit.

Go through an on-page SEO checklist to identify issues. For example, each product page needs: An optimized title tag with your main high intent keyword. A unique and engaging meta description that is under 150 characters. URL structure that include your high intent keyword, is easy to read, has logical sub-folders, and is under 5 words. All links on the page working. Product structured data for rich search results. Consider also conducting user testing through UserTesting or Hotjar to find specific missed conversion opportunities and usability issues.

2. Include a unique product description for each product that includes major features, specifications, and the value proposition.

Avoid using the manufacturer’s product description or repeating the same product description for multiple products. Briefly describe your product’s features, specs, and value, like Lululemon’s product page that’s concise, descriptive, and has brand personality by saying the product feels buttery soft and weightless. Make the product specs easy to scan by using bullets and collapsible sections and by including the information people expect to see, like size, material, and dimensions.

3. Include additional below-the-fold product content and resources to answer all questions about the product.

This may include a FAQ section, Q&A section, product demo video, comparison chart, how-to video, detailed explanation of the product’s unique characteristics, related blog post about the product, or care guide. For example, Casper’s product page includes extensive product information below the fold to explain more about the mattress’s textiles, cooling technology, and support, with animated GIFs showing people interacting with the product.

4. Add high quality product images that provide accurate and useful context for the product’s details and use.

Create consistent product images with plain backgrounds. Include images that show multiple angles, magnify details, and someone using the product to provide context, like a model wearing the shirt or Brilliant Earth’s interactive feature that lets users change the hand’s skin color to better visualize how the ring would look on their own finger. If there are different variations, like color or size, show images for each variation. If your team has the capacity, add product videos to better show your product in action. Product demo videos help create a more authentic and accurate representation of the product.

5. Add social proof and trust elements, including customer reviews, star ratings, the return policy, and any production documentation.

If your products have lots of reviews, let users filter reviews by date, rating, or by customer submitted inputs, like if it fits true to size and what size they bought. To get more reviews, offer an incentive, like a discount off the next purchase, if the customer leaves a review. Product documentation may include warranty information, a product manual, and care, setup, or maintenance instructions. For long information, like a product manual, include a PDF download instead of putting the whole document on your product page. Use expandable text areas with section titles, like Allbirds’ expandable care instructions, to keep content easy to find and scan.

6. Include below-the-fold sections to cross-sell and upsell related products.

For example, Amazon’s product pages have below-the-fold sections for Frequently bought together, Products related to this item (sponsored), More items to explore, and Special offers and product promotions.  Amazon uses carousels with navigational arrows that rotate through many products at once to display related products. Recently viewed is another common cross-sell option. Use an automation tool like Insider to automate the process with AI recommendations based on user behavior.

7. Include one prominent Add to Cart CTA button and smaller, secondary CTAs for additional options.

Experiment with additional calls to action, like Add to Wishlist, a heart icon to save to favorites, Pick Up in Store with instructions, or Buy Now to go straight to the checkout page. Make the Add to Cart button larger or more visually prominent than the other CTAs.

8. Perform a technical SEO audit using a site crawl tool to identify technical issues to fix.

Use a technical SEO audit tool, like Screaming Frog, Google’s Crawl Error report, SEMrush Website Audit, to crawl your site and locate technical issues, like improper indexing, page security issues, redirects, no sitemap, slow page load speed, and duplicate content.

9. Optimize product pages for mobile by making sure your pages are responsive and designed for mobile usability.

To optimize for mobile: Look at your product pages from a mobile device and test its navigation and usability. Use a responsive website design that resizes and adjusts to fit mobile devices. Keep the same information as on desktop, but change the design to better fit the screen, like by collapsing the design to stack vertically. Make sure images are compressed to improve load speed. Use sticky navigation at the top and breadcrumb navigation. Put the product image, title, short description, and CTA button above the fold.

10. A/B test one on-page element at a time to determine which variant has the higher conversion rate.