Product Page Optimization For Maximum Conversion
Product pages are the bread and butter of ecommerce sites. This is where you have the opportunity to turn casual browsers into purchasers and, eventually, loyal customers. But how do you craft the perfect product page? Below, we share our top product page optimization tips
14 Product Page Optimization Top Tips
Boring product pages don’t capture anyone’s attention –– particularly Google’s. Product page optimization is the best way to cut through the noise and stand out in an increasingly busy ecommerce market. We’re not just talking keywords here, either. Successful product page optimization involves enhancing every element of your product landing pages so that search engines flag it as quality content.
This involves crafting compelling titles and descriptions, adding high-res imagery and video, ensuring fast load times, making your pages mobile-friendly, and keeping everything as user-friendly as possible.
The end goal is to not only rank high on SERPs (search engine result pages), but also to engage your visitors and turn them into buyers. Let’s take an in-depth look at how luxury brands can action a product page optimization strategy.
DETAILED AND COMPELLING PRODUCT DESCRIPTIONS
You need comprehensive product information, not just a sentence or two describing your item. A detailed product description should include materials, sizing, care instructions, technical details, and a compelling summary of the item.
As a luxury brand, a product’s description also needs to explain what sets it apart from other (potentially cheaper) alternatives. This could be the craftsmanship, the design process, the high-quality materials, or the story behind the creation of the product. What makes your product worth buying over others on the market?
KEYWORD OPTIMIZATION
As with any other SEO strategy, keywords are king when it comes to product page optimization. The keywords for each product need to be used in the title, copy, slug, and metadata to be effective. However, be wary of keyword stuffing – they need to appear enough to be picked up by search engine crawlers, but the copy still needs to read naturally to humans.
COMPELLING PRODUCT AND LIFESTYLE PHOTOGRAPHY
Without good photos, how will a user know that a product is any good? While UGC can be effective (more on that in a minute!), it’s essential to also have high-quality product and lifestyle photography for each product.
Some things to keep in mind:
Keep file sizes low enough to ensure fast load times, but high enough for them to be clear without pixelation
Add alt-text to each image using SEO-friendly keywords
Use multiple images showing products from every angle
Add images for each product variant (eg. material and color)
PRODUCT VIDEOS
Videos are a great way to show your product in action and provide customers with a realistic, 360-degree vision of what they can expect. While you can rely on UGC (like Reels and TikToks) for video proof, it’s a good idea to also have some high-quality vision created by the brand to maintain authenticity.
A CLEAR CALL TO ACTION (CTA)
Grab your customers’ attention with a prominent ‘Buy Now’ or ‘Add to Cart’ button, removing any ambiguity about what they should do next. This should be near the top of the page — if a user has to scroll to find a way to buy a product, the likelihood of them making a purchase is lower. You want to grab their eye as soon as they land on the product page. The easier it is for them to complete a sale, the more conversions you’ll see.
GOOGLE PRODUCT STRUCTURED DATA MARKUP
Structured data markup is a schema markup or code on your webpage specifically for Google to read. Think of it like this: you have your product descriptions for human users and your product structured data markup for search engines.
This code helps Google understand the exact products you’re selling — including name, description, price, availability, and reviews — which can be displayed on SERPs as rich snippets. They help your product stand out and yield a higher click-through rate than ecommerce sites that don’t use structured data markup.
URGENCY AND SCARCITY
When optimizing your product pages, lean into the FOMO (fear of missing out) that underscores customers’ shopping journeys. Introducing elements like limited-time offers or low-stock alerts can drive conversions by feeding into a user’s desire to seize an opportunity.
One of the best ways to do this is with pop-ups, potentially even with a countdown timer. Something like ‘secure free shipping if you place your order within 15 minutes’.
SOCIAL PROOF: REVIEWS, EXPERT TESTIMONIALS, AND UGC
Social proof is a powerful tool in the world of ecommerce and tends to make shoppers feel far more comfortable making their first-time purchase with a brand. Knowing that ‘real people’ have shopped with this brand — and had positive experiences — is a good reassurance that they’re making the right choice.
There are three main ways to do this.
User-generated content
UGC is powerful. It engages your customers, builds trust and authority, and helps establish a brand identity. Nine in ten shoppers seek out UGC before making a purchase, as a reassurance that a brand is authentic.
Promote specific hashtags for customers to use when they post about your products on social media. You can then share these social posts and feature them on your website. By incorporating real-life people into your ecommerce strategy, you’re building a community while also proving the legitimacy of your brand.
Reviews
Reviews fall under the umbrella of UGC and are a crucial element of product page optimization. A survey by Spiegel Research Center found that products with at least five reviews have a 270% higher chance of being purchased compared to products with no reviews.
Incentivize your customers to leave a review after receiving their order, offering 10% off their next purchase. Source reviews and comments from social media which you can display on your website.
Encourage reviewers to also include their own photos. According to a TINT study, 72% of consumers trust images other customers share more than stock photography.
Testimonials
Getting your products endorsed by experts within your industry is a great form of social proof. This could be a naturopath giving your beauty supplements a seal of approval or a quote from a fashion editor about your handbags.
RELATED AND RECOMMENDED PRODUCTS
Brick-and-mortar stores increase order values by placing small items and trinkets at the checkout. Online, ecommerce stores can do the same by showing related and recommended products on each product page. This could be similar items or other items to ‘complete the look’ — eg. links to a belt, scarf, and bangles beside a cashmere jumper.
There are even AI tools you can employ that monitor customer behavior and tailor suggested products based on their browsing and buying habits.
BUYING AND CHECKOUT OPTIONS
Give your customers as many options for checkout and payment as possible. If they’re a first-time purchaser of your brand, they may feel more comfortable paying through a third-party software like PayPal. For luxury ecommerce sites, where price points may be higher, it’s a good idea to include payment plan options, like AfterPay or Stripe, allowing customers to make their purchases in installments.
Outline payment options clearly on your product page so customers know what their options are.
PRICING AND DISCOUNTS
When it comes to pricing, brands need to be upfront and transparent. Pages with a high conversion rate clearly show the product’s price in a large font, along with any discounts or special offers.
SHIPPING INFORMATION
Again, this needs to be transparent. Even if you offer a competitive price point, customers don’t want to make a purchase only to find out that it will take three weeks to ship to them. Clearly state your shipping costs and expected delivery times on each product page, plus a dedicated ‘shipping information’ page on your website.
It’s also important to highlight any delays that may come up. This could be a simple pop-up saying ‘orders are currently delayed by 2-3 days due to a high volume of sales’.
RETURN AND REFUND POLICY
Luxury customers expect a high level of customer service that reflects the exclusivity of the brand.
Clearly communicate your return and refund policy on each product page and in your website FAQs. This will help build confidence and trust with your customers. Hassle-free returns are a big priority for today’s modern shoppers.
MOBILE-RESPONSIVE DESIGN
Around nine in ten Americans under 50 report that they make purchases on their smartphones, so your product pages need to be optimized for mobile users. There’s no point in having a site that looks amazing on a desktop but is completely jumbled or cut off on mobile devices.
Test your product pages on multiple browsers and mobile devices to make sure that your CTA and other pertinent information is always front and center, no matter how users are browsing your page.
We Can Help Optimize Your Product Pages
Work with Block & Tam’s expert SEO team to help build the perfect product page templates for your luxury brand. Get in touch today to learn more.
