Product page optimization 101

For today's e-commerce brands, the recipe for successful checkouts combines high-quality products, compelling calls-to-action (CTAs), and intuitive page designs. With 88% of shoppers stating they will not return to an online retailer following a poor user experience,1 integrating these elements into an enjoyable shopping journey is fundamental.

Amid this landscape, one crucial piece of digital real estate demands special attention: the product page. Read on as we explore some key tactics for e-commerce product page optimization.

How to optimize product pages in 5 initial steps

While the internet provides countless ideas for optimizing product pages, here are five foundational product page best practices to focus on.

Add high-quality product images and videos

The importance of high-quality images and visuals on product pages cannot be overstated – as the wisdom goes, a picture is worth a thousand words.

High-resolution, detailed images and videos of the product from multiple angles allow customers to closely inspect products, mimicking the in-store experience. This visual clarity boosts customer confidence in their purchase decisions –according to a LinkedIn article, a website that uses photos is likely to receive up to 90% more traffic than one that just sticks to text.2

Explore more photography tips.

Create compelling product descriptions

A compelling product description doesn’t merely inform, it entices. It should accurately detail the product's features, benefits, and specifications, such as fabric type for apparel or dimensions for furniture.

Effective descriptions should also answer potential questions and highlight unique selling points. Even better, tell the story of how the product fits into the customer's lifestyle or offers a solution to their problems, creating a personal connection that transforms the item from a “want” to a “need.”

Have a clear and compelling call to action (CTA)

A clear and persuasive CTA is vital for guiding customers toward purchasing. Phrases like "Add to Cart," "Buy Now," or "Secure Yours" are direct and encourage immediate action.

Try to make your CTA stand out visually as well. Consider using bold colors, larger font sizes, or dynamic animation that draws the eye directly to these buttons.

Highlight customer reviews

Customer reviews can be impactful, as the Harvard Business Review reported, that 98% of customers read reviews before they shop.3 By featuring customer reviews prominently on product pages, you may encourage potential buyers to complete their purchases.

Product pages with customer reviews see e-commerce conversions – up to 108% conversion lift in some cases.4

Pick a good meta title

As the page title seen in browser tabs, a descriptive meta title helps users easily identify and return to your page among multiple open tabs. Plus, it’s also used by search engines in search results.

Optimized meta titles should be concise yet informative, incorporating key product details and brand names to improve searchability and recall.

Elements to avoid when creating a product page

When designing product pages, beware of these pitfalls that can hurt user experience and conversion rates:

  • Cluttered and complex designs. A messy page overwhelms shoppers, making it difficult to find important information or make purchase decisions. Aim for a clean, organized layout that highlights key elements.
  • Using similar titles for multiple products. Unique titles help distinguish products, improving searchability and user experience. Similar titles can confuse shoppers as well as search engines, diluting the product's unique value proposition.
  • Ignoring mobile optimization. Mobile commerce is booming and there’s every indication it will continue to grow, as mobile commerce sales are expected to account for 62% of all retail sales by 2027.”5
  • Overloading with technical jargon. While details are important, overly technical language can alienate customers who are not familiar with the terminology. Keep descriptions easy to understand.
  • Hidden or unclear pricing. Transparency in pricing is crucial. Displaying transparent shipping costs earlier on in the shopping journey can lead to a significant increase in conversions, up to 9%.6

To measure the impact of your optimizations, track sales performance KPIs such as average order value (AOV) and conversion rates – that is, the rate of customers who buy – all upward trends that indicate your optimizations are working.

Regularly reviewing these metrics can help you fine-tune your approach and further enhance the shopping experience.

Quick tips on product page SEO

Beyond optimizing product pages for consumer engagement, ensuring they are also tailored for search engines can unlock the full potential of your online store.

Explore these product page SEO optimization opportunities:

  • URLs. A clear URL structure improves the shopper experience and allows search engines to better understand the page's content. Your URLs should be descriptive and include the product name.
  • Meta titles. Craft meta titles that accurately describe the product and include its name. This helps with rankings and improves click-through rates from search engine results pages.
  • Meta descriptions. Shown on search engine results pages, meta descriptions should entice users to click through. Create unique and compelling ones for each product page – and again, incorporate the product name.
  • Structured data for reviews and ratings. If your product has reviews or ratings, adding structured data (schema markups) can enhance your search results with rich snippets, making your pages stand out and providing more information to potential customers at a glance.

Want more tips on SEO for product pages? Check out this technical SEO guide.

Go even further with an optimized checkout experience

Once you've successfully attracted customers to your product page, the next step is ensuring they hit that final checkout button.

By offering customizable features, flexible payment methods, and fraud protection, PayPal’s comprehensive checkouts solution not only streamlines the purchasing process but also helps to increase customer trust and satisfaction.

The result? Freed up time for you to focus on other business priorities.

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