Your product detail page has become the single most important part of your Shopify Plus store. Why? If you consider that Google wants to optimize user-experience and guide them to the most relevant page as quickly as possible, then you should immediately understand the value of optimizing these pages. Additionally, by looking at the design of these pages through a joint lens of customer psychology and data-science, savvy marketers can drive serious revenue through smart design.
Here are the must-have elements you need to master when creating your product detail pages:
At the risk of stating the obvious, your featured image will make or break the effectiveness of your product detail page. It’s your shopper’s first glance at the product and customer psychology tells us that we make implicit choices about whether or not we like or dislike something in an instant. You only get one chance at creating a first impression, so make sure your featured image is:
- Mid to Long shot
- The user is able to zoom and pan
Product Image Gallery
Giving your shoppers the ability to see multiple angles and your product in-context makes all the difference in the world. This watch looks great on the shelf, but how big is it when it’s on my wrist? I like the look of this dress, but how long is it on someone who is my height? The front of this hat looks nice, but is it a snapback or is it fitted?
These are questions every shopper (yourself included) asks themselves the moment they’re finished looking at the featured image. That’s why it’s so important to add a gallery of photos that the user can sort and scroll through to help guide their purchase.
The number of images you add to your gallery will vary based on the product itself. A pair of shoes may only need 6 images: straight on, left view, right view, top view, back view, and a view of someone walking in them. A hat may only need 3: front, back, and a view of someone wearing it. Every product will be different, but your goal here should be the same: make it easy for your shoppers to visualize the product in a way that substitutes being able to hold and feel the product.
Keyword Rich Product Description
Google treats Ecommerce product pages the same way it treats B2B landing pages. If optimized correctly, you’ll garner a higher page rank, more clicks, more views, and ultimately more revenue. Here are a few core principles to follow when it comes to product descriptions:
- Product Title. Don’t get cute or fancy here, because your product title is more of a utility than an opportunity to differentiate. It should be clearly visible and presented in large font. Put it above the fold.
- Product Description. This part of your page is the intersection of customer psychology and data-science. With your writing, ensure that you’re balancing how you present the features of the product vs the benefits of the product. Ultimately, images and videos are more eye-catching and will garner more attention than what you write, but never discount the impact of writing sharp copy. Make sure to add keywords that will help you rank in your product category and make sure to add internal links to other parts of your site. We’d suggest linking to other content about that product/category.
Price, Additional Customization Options, and CTA
Make sure that the price of the product is clearly positioned alongside the description. There isn’t much we’d suggest here other than making sure that the price is clearly visible and noticeably updates as the shopper toggles different options.
If your product has customization options, such as multiple colors, sizes, or quantities, ensure that those are presented to the shopper on the product page. In the case where you have a product that has multiple color options, each of those color options should have their own product page. This, for obvious reasons, improves your search rankings.
Your CTA should be within your brand guidelines, but should be large, with a contrasting color, and language that is clear and provides directions for what happens upon click. Phrasing like “Add to Cart” is standard.
Personalized Product Suggestions
Your shopper has landed on your product detail page, but there’s no guarantee that they buy that product. SmartInsights reported that as of February of 2020, the average conversion rate was around 3.0%. This means that you have another 97% of shoppers who still need to find the right product.
When you combine the power of Shopify and a Customer Data Platform, you can insert product recommendations into a web modal that are personalized based on the shoppers past behavior. Have they come to the site on a different day looked at another product? Did they spend a few minutes on a different product detail page before they landed on this one? A CDP will automatically suggest the most relevant products to each shopper and make the buying process as frictionless as possible.
Relevant Product Reviews
Sometimes, all we need to see is that other people just like us bought a product and loved it. The concept of social proof in sales and marketing will never change, because they way people make decisions will never change. If you’re using a Ratings & Reviews platform like Yotpo, you can easily generate favorable reviews and place them on the product detail page to encourage a purchase.
To learn how to orchestrate a great customer experience through relevance and personalization watch our on-demand webinar.