How to Optimize Product Pages

Your product pages are the lifeblood of your online business. Getting your customers excited about your products is absolutely essential for making sales, especially for first-time ecommerce founders. Learn about how to make your product pages 10x better than your competitors to stand out and turn new visitors into raving fans!

Take Clear, Bright Product Photos

When in doubt, take a picture of your product against a neutral, solid background - and don’t skimp on good lighting. You might be tempted to get creative with your product photos by opting for a decorative background, setting a tone with mood lighting or shooting photos from a dramatic angle. Although these tactics can make for engaging lifestyle content for social media, it’s best to keep the photos on your product pages clear, bright and simple. Don’t forget to add descriptive and relevant alt text to each image!

Set Expectations for Shipping

Do you offer free shipping? Which countries do you ship to? How fast can you deliver orders? Which shipping methods can your customers choose from? Anticipate these questions and answer them on your product pages. Customers are enticed by fast and free shipping, and clarifying your shipping practices before they buy can save you both a lot of headaches and confusion about returns later on down the line.

Enable and Seek Customer Reviews

Shoppers trust what other customers have to say about the product, especially if they are just visiting your site for the first time. Be sure to enable and customize your review request email, so that your recent customers know to leave feedback shortly after receiving their order.

Tell a Story Using Your Customers’ Words

Even though it may not be obvious at first, each product has a story - and it’s your job to tell it. You might think stories have no place in product descriptions, but that couldn’t be farther from the truth. The story of your product might not have an immediately apparent beginning, middle and end like a folktale, but it should move through time and demonstrate change.

You don’t have to get a degree in creative writing to tell stories about your products. In fact, it’s better that you make your product descriptions as natural-sounding as possible. Open a notepad and make a list of all the problems your product solves or changes it creates.

Does your product move your customer away from pain, or does it move him or her toward pleasure? Answering this one question honestly will guide your writing. The story of a replacement part for the broken toilet downstairs is very different than that of a new dress for your sister’s wedding! For that replacement toilet part, you might talk about “getting your bathroom back in working order before the in-laws come to visit.” The practical appeal of having your toilet work properly is different than the emotional picture of looking and feeling great in a new outfit. Bring clothing to life by describing how it feels to wear it. For example, “live the feeling of dancing away a summer night every time you put on this bright red tango dress.”

Read your product descriptions aloud after you’re done writing them. If you can’t think of the last time you heard anyone speak using the words and tone of voice you used in your writing, it’s time to revise.

Choose Relevant Keywords for Each Product

Think back to grade school for a moment to your teacher explaining nouns, verbs and adjectives. You probably had to demonstrate your mastery of all these parts of speech by writing stories about realistic characters using vivid descriptors and active verbs. Even though you probably haven’t used these storytelling skills much since then, they’re about to come in handy for your product pages.

Start by describing your product in one word. Then make a list of 3 or 4 synonyms for that word. Write down all the adjectives that describe it. If you’re stuck, pretend you’re shopping for it in a megastore and having to describe it to the sales associate so she can help you find the exact thing you’re looking for. Create several combinations of all of these words, and you’ll have a list of relevant keywords without having to use a single keyword research tool.

Anticipate Questions & Answer Them With Content

Brainstorm a list of questions that your target customer will have. Pretend you are explaining the best features about each product to someone who is thinking about buying it for the very first time.

  • Who is the product for?
  • What problem does it solve?
  • Does it move the customer away from pain, or toward pleasure?
  • How is this product different than similar products you carry?
  • What makes this brand different than others on the market?
  • What perk or reward does your company offer that the competition does not?

Optimize Your Call to Action Buttons

For most Volusion stores, the call to action (or CTA) button will be the link that shoppers click to buy the product. “Buy now” is a popular CTA for this reason.

What if you carry a high-end product that requires assistance from a salesperson to purchase? In that case, your CTA could be one of the following:

“Request a Quote”

“Contact us”

“Learn More”

Instead of directing the shopper to a shopping cart, you can direct them to an order form so that they will be asked for more information.

No matter what your CTA button says, make sure it stands out from the other content on the page. For the button itself, choose a color that pops and matches your brand. But be sure that the color and font are easy to read on the button. Sans-serif or block fonts are the easiest to read. Choosing cursive, script or handwritten fonts for a call-to-action can confuse your customers.

Bonus: Will your customers refill their product each month? Add a subscription option to your page so they never run out!