As an online business owner, you're well aware of the critical role that product detail pages play in converting visitors into customers. They are the first point of contact between your shoppers and the product, and if done right, can significantly increase the chances of someone adding your item to their cart and clicking "buy."
On the other hand, if your product pages are lacking in terms of design or content, you could be missing out on potential sales. The good news is that there are several proven methods that can elevate the conversion rates on your DTC product detail pages. In this article, we will discuss nine of them.
And if you’re looking for additional conversion rate optimization (CRO) resources, check out our free Shopify Conversion Rate Optimization checklist - it’s packed with proven tips and tricks that will help you increase your conversion rates on your Shopify store and make more money.
How to increase conversion rates on your product detail pages
Optimizing conversion rates on your product pages requires a combination of tactics. By following the tips below, you can increase the odds that the people browsing your online storefront will turn into paying customers.
1. Use High-Quality Product Images
When it comes to online shopping, images are everything. Customers want to see what they are buying, and they want to see it in as much detail as possible. High-quality product images that showcase the item from different angles are essential to attracting and retaining customers.
Consider using a variety of images, including lifestyle shots, close-ups, and detailed shots of unique features. If possible, add a zoom functionality or 360-degree view to give customers a better idea of what the product looks like. By doing so, you can instill confidence in their decision to purchase, and allow them to envision using the product before they even receive it. This can make landing a sale effortless.
Take for instance this product page of the Ooni Backyard Pizza Oven. There are more than a dozen high-resolution, zoomable photos that allow you to see it from every angle, and look inside at every nook and cranny of the oven. The images are so detailed and comprehensive, that you can practically already picture it in your backyard, standing around it as you enjoy a freshly-made slice.
2. Write Compelling Product Descriptions
The product description is your chance to convince the customer that they need your item. It should not only provide basic information about the product but also be compelling and persuasive. Highlight the benefits and unique features in a way that resonates with your target audience. A detailed product description can truly make all the difference in the world.
Consider using storytelling techniques to make the product more relatable. Use words and phrases that evoke emotions, such as "luxurious," "signature," and "exclusive." You can also use personality and wit to make the description more memorable and not so cookie-cutter.
This description of running socks from the company Bombas engages the customer from the get-go, initiating a conversation instead of simply rattling off a series of bland bullet points. It highlights the one-of-a-kind features of the socks in a way that feels natural and free-flowing, rather than something you'd want to skip over.
3. Add Customer Reviews and Ratings
Social proof is a powerful tool when it comes to increasing conversion rates. Adding customer reviews and ratings to your product detail pages can help build trust and credibility with potential customers. Buyers are more likely to take seriously the word of other shoppers rather than the company selling the product, and online reviews are a great way to take advantage of this fact.
Make it easy for your customers to leave feedback by including a review section on your page. Consider using star ratings in addition to a thumbs-up/down system to allow customers to quickly see what others think of the product. Give plenty of room to highlight those customer testimonials.
Take, as an example, this product review section from the premium skincare brand Blu Atlas. Right at the bottom of the page for their moisturizing cream, verified buyers are able to leave a star rating, a comment, and even upload their own photos. Other customers are also able to indicate whether this was helpful to them.
This kind of user-generated content adds a level of trust and credibility that is genuine and authentic, and can pour fuel on the fire when it comes to generating sales. Online reviews are the ultimate stamp of approval.
If you’re looking for a review app for your Shopify store, read our Best Product Review Apps for Shopify post.
4. Use Video Content
Images are great, but video content is even better. Video can be a powerful way to demonstrate how a product works or showcase its features in action. Video content can also help to engage customers and keep them on the page longer.
Consider creating product videos that display your items in different scenarios or use cases. You can also create explainer videos that show how the product works or highlight unique features. By doing so, you can provide customers with a more immersive experience, which can lead to increased conversions.
To announce their crossover campaign with the streaming giant Netflix, apparel company Lacoste leaned heavily into video content on their DTC website. This emphasis allows viewers to not just see their clothing in static images, but actually see it being worn in motion through the magic of video. This elevates their overall brand story, and takes customers on a whole new journey of product discovery.
5. Display Product Variations Clearly
If your product comes in different variations, such as different colors or sizes, make sure to display these clearly on your product detail page. Use images to show each variation and make it simple for customers to select the variation they want.
Think about using a drop-down menu or a color swatch system to make it seamless for customers to toggle back and forth between different views. By doing so, you can reduce the likelihood of customers leaving your site to look for the product elsewhere.
Take for instance the Le Creuset Dutch Oven. On their website they have options to select and view every color variation by clicking on a dynamic color palette. Each option is represented by a different circle, making it easy for customers to view the product SKU that most catches their eye.
6. Use Scarcity and Urgency Messaging
Scarcity messaging can be effective in creating a sense of urgency in potential customers. For example, you might use messaging such as "Only a few left in stock" or "Limited time offer" to encourage customers to take action and make a purchase.
Consider using countdown timers or closeout deals to cultivate a sense of scarcity. This way, you can increase the perceived value of the product, which can lead to more sales.
Here, we can see that KitchenAid is offering their standing mixer at a closeout price that is $100 cheaper than the original listing price. Rather than just making this change to the pricing and not doing anything else, they smartly indicate it in bold red letters, highlighting that this is an exclusive price that will only remain in effect until stock runs out.
7. Optimize for Mobile
With more and more customers shopping on their mobile devices, it's essential to optimize your product detail pages for phone displays. Make sure your pages are easy to navigate on a mobile device, and that the images and videos load quickly. Take advantage of responsive design to ensure that the page layout adjusts to the screen size of the device being used.
Mobile optimization is crucial because customers are more likely to abandon a page that doesn't load rapidly or is difficult to scroll through while they are browsing on-the-go. By fine-tuning for mobile, you can reduce the likelihood of lost conversions.
The company Squatty Potty executed seamless mobile design by making sure their product images and content are clear and easy to read even on portable devices. This makes it ideal, ironically enough, for people who are browsing on their phones while sitting on the toilet (which, let's be honest, is a lot of us). Just think of all the sales they'd be missing out on if they didn't!
8. Provide Concise Shipping and Return Information
Online shoppers want to know what to expect when it comes to shipping and returns. Make sure that this information is clear and concise on your product detail page. Provide information on shipping times, shipping costs, and return policies.
Consider providing a FAQ section or a dedicated shipping and returns page to provide customers with more information. By doing so, you can increase transparency and build trust with potential customers, which gives them the assurance they need to take the leap and place an order.
Take this product page from smart water bottle brand Larq as a good example. They clearly provide a short, concise version of their shipping and return policy on the right hand side, not giving customers any reason to doubt or question how they will receive their item – and what their options are should they want to send it back.
9. Use Clear and Visible Calls to Action
Calls to action (CTAs) are essential for turning visitors into loyal customers. Make sure that your CTAs are in-your-face, visible, and stand out from the rest of the content on the page. Use language that encourages action, such as "Buy Now" or "Purchase Here." Even if it might seem obvious, this can give your customers the nudge they need to actually purchase.
Consider placing your CTAs in prominent locations on the page, such as in the top third or directly next to the product image. You can also experiment with different colors or button designs to make your CTAs pop even more.
Take this layout design from the brand Comfy. Right when you first get to their detail page, next to an appealing image of the product, is a large "Add to Cart" button that can't be missed. This gives shoppers clear directions about what they need to do to buy the product. By following this CTA, customers will be curling up on the couch with a warm, wearable blanket in no time.
If you've been struggling to get revenue traction and take your ecom business to the next level, you'd be well-suited to deploy several adjustments like these to your online store that are proven to increase conversion rates on product detail pages.
It's never too late to entice your customers to purchase your products, and take advantage of everything your catalog has to offer. Just a few minor tweaks can have a significant impact on product page conversion rates and customer satisfaction. All you have to do is start by following some – or better yet, all – of the tips and tricks outlined in this article.
For more tips and tricks, check out our free Shopify Conversion Rate Optimization checklist 👈