Want to sell more products? Follow these simple design tips to build high-converting Shopify product pages that your customers won’t be able to resist.
Your product pages aren’t good enough and it’s affecting your sales. Don’t take it personally. There’s a science and an art to designing high-converting Shopify product pages and most entrepreneurs are so busy that they overlook simple gems that lead customers to the cart.
You can massively upgrade your product pages by following seven simple practices.
- Have a clear CTA
- Go the extra mile with product photography
- Add user reviews
- Address customer concerns head-on
- Feature a live chat
- Bring out the social proof
- Upsell and cross-sell
Take a sip of coffee. Let’s go.
How to build high-converting Shopify product pages
Designing a Shopify product page is like getting dressed up for a Friday night – you need to make it look great and pay extra attention to detail.
You can explode your conversion rate by spending just a little bit of effort tweaking your product pages. Here’s a complete checklist of everything you need to do so your pages can hit the web looking like a million bucks.
1) Have a clear CTA
People are more likely to buy your stuff if the ‘Buy Now’ button is prominently displayed as soon as they land on your product page. The last thing you want to do is make it difficult for customers to add products to their cart.
Keep your CTA buttons simple. ‘Buy Now’or ‘Add to Cart’ is perfect. People are used to seeing these buttons so you’ll risk confusing them if you stray from this path.
Your CTA button should stand out from the rest of the page, too. Make sure it’s not surrounded by clutter or difficult to see. A bold Add to Cart button with a prominent color that fits your website design is great.
Make sure the button is the first thing that catches your eye when you troubleshoot your product page.
You’d be amazed at how many merchants go above and beyond to optimize their product pages and completely forget about the one thing that actually allows people to buy from them. Don’t become one of them.
Learn how to personalize your product pages to drive up conversions on Shopify.
2) Add user reviews
Research shows that 87% of people trust customer reviews as much as recommendations from a friend. Showing the honest opinions of others on your product pages will massively boost consumer trust in your brand.
And it gets even better than that. Not only are product reviews great at building trust, but they’re also an SEO-goldmine.
People use a lot of keywords when they leave a review of your product. And Google loves it even more because of the engagement that reviews generate. If you’re looking for a quick way to boost your SEO, this is it.
User-generated content, like reviews and sharing on social media, is increasingly valued in the world of SEO now that the rules of the game are changing. Keywords are important, but they’re not enough. You need more engagement.
- Show reviews on your product pages
- Show the star-rating in the collection page
- Follow up with customers to remind them to leave a review
- The average person trusts a star rating once it has 40 reviews
Make it easy to leave reviews
You should send out an email to your customers a few days after their product arrives asking them for a review.
Give your shoppers something in return for their time, for example, a 10% discount on their next purchase. This gets you a review and a higher chance of a return customer. Boom.
3) Go the extra mile with product photography
Having an eCommerce store lets you sell products designed in Italy and made in Vietnam to customers living in Canada before they go on holiday to France. It’s globalization, baby!
There’s just one problem.
Your prospects can’t hold your products in their hands, try them out, or check the fit. Your main solution to getting around this handicap is to have incredible product photography.
Simply throwing a stock-style image up isn’t enough. You need to show every angle that matters, show the products being used, and if possible, show a 3D image that prospects can explore.
I need to be able to look at your product online and have the same confidence I’d have if held it in a store.
You can actually gain from making the customer rely on your photography. Showing clothes modeled, for example, can make them look much more desirable than if they were just hanging on a rack. Photography is also a great way to show your brand’s personality.
Some pro photography tips:
- Include a size comparison so people know how big your product is
- Only use authentic photos
- Stop including overly happy ‘cereal box’ models in your photos – they’re a distraction
- Highlight product details
- Include videos as well
- Include your brand’s style in the photos.
Include product videos
One more way to really up your conversions is to include videos in your product pages. A whopping 73% of people surveyed said they’d be more likely to buy a product if it had a video explaining how it works.
4) Display social proof
Anyone can sell stuff online. So who are you buying from and more importantly how can you trust them?
Social proof and guarantees are a great way to settle doubts about the legitimacy of your brand. You should show trust badges, quality certification, and popular clients on your product pages to allow prospects to comfortably make a decision.
Trust badges address customer concerns about the quality and specifics of your product. For example, is your plant-based protein powder vegan and gluten-free? Trust badges help clearly state your product’s benefits and they can save you having to spell everything out in your copy.
Guarantees reassure the customer about the warranty, returns, and satisfaction policy. These assurances should be prominently displayed – not hidden in the small print.
5) Address concerns head-on
The biggest mistake you can make in your product page copy is to just list the features of your product. Amateurs will do exactly that, while the more experienced merchants will make sure the customer can see exactly how this product will benefit their life.
A wise man once said, “If you want to get rich, start looking for problems.” A product that solves my problem is one that I’m going to buy.
Apply this logic to the copy in your product pages. Clearly show how what you’re offering will improve your prospect’s life.
Answer their questions before they ask
Do plenty of research on your customers’ pain points so you can answer their questions before they even have to ask them.
For example, people buying electronics often prioritize great functionality over aesthetics. Find out what the most common concerns are for your prospects and address them head-on in your copy.
Meeting concerns like this tells the customer that you know what they’re looking for and you’re no novice to your own products. It builds trust.
Being able to competently meet your prospect’s concerns head-on requires a lot of research. Make sure you’re putting time aside to find out exactly what it is that makes your target customers tick.
6) Feature a live chat
A live chat is a killer way to convert when your copy isn’t enough to answer your prospect’s questions. People can quickly and easily get answers to their questions and settle their doubts and make an informed decision whether or not to buy your product.
You need to have someone ready to answer questions across different time zones that you get traffic from.
Research shows that people have satisfied 82% of the time with live chat, as opposed to just 61% for email. This led to a 40% increase in conversion rate.
Response times average around just two-minutes for live chat, which is a significant step up from the average 17-hours it takes for merchants to reply by email.
Having a live chat on your product pages is one of the most effective ways to build trust and convert unsure prospects. Don’t overlook it.
7) Upsell and cross-sell
You’re missing out on solid conversions if you’re not upselling and cross-selling on your product pages.
Upselling is when you offer a customer a more premium version of the product they’re looking at – usually around 30% more expensive. This is best done on product pages and can increase your average order value by up to a third.
Cross-selling is when you try to sell products related to the one the customer is buying. This is best done on the checkout page. A good example would be offering batteries and a memory card with a camera.
You can use PageFly – Advanced Shopify Page Builder App to easily cross-sell and upsell on your product pages.
There are so many ways to optimize your product pages on Shopify. We haven’t had time to mention all of them, but the ones we’ve given you are enough to get a major head-start over the competition.
Using some third-party apps and tools to add features is a great way to build high-converting Shopify product pages with minimal effort.
Make sure you frequently troubleshoot your product pages to ensure they’re functioning perfectly.
This is a guest post contribution by Billy Gray. Billy is a professional content writer, blogger, and copywriter who has been working remotely since 2016. He currently writes for Shopify page builder extraordinaire PageFly. He also has 3 years of experience writing for the travel & lifestyle and gaming industries. Always on the lookout for new opportunities, Billy is currently based in South East Asia where he enjoys sipping coconuts and reading in his spare time.