Optimizing Shopify product page is the most important step in increasing conversion rates. Poor user experience, bad SEO, slow page load time, and many other factors can make you miss out on sales opportunities.
Meanwhile, putting effort into your product pages can not just make you more money. It can also improve user experience and help you get a higher spot on search engines. It's a great way to make your store stand out from the competition.
But it can be easier said than done. That’s why we’re going to guide you on how to optimize your Shopify product page to maximize your sales potential. We’re also going to give you our best SEO tips and mistakes you should avoid.
Why is it important to optimize Shopify product page?
Optimizing your Shopify product pages can have many benefits for your store. Here are some of the most important ones:
- Improved user experience. Consumers are more likely to buy from companies that create user-oriented product pages. This means keeping your content simple, your brand consistent, and your website fast.
- Better SEO results. Improving product pages can also help you rank higher in search engines. This, in turn, can lure more organic traffic, or potential buyers. There are many tools that can make optimizing Shopify product pages for SEO easier, like TinyIMG.
- Higher conversion rates. Combining the best SEO and user experience practices can help naturally increase your product sales.
So, let’s dive into how exactly you can improve the product pages of your store.
How to optimize Shopify product page to increase conversions
There are multiple ways you can increase conversion rates by optimizing your Shopify product pages. From improving textual and visual content to fixing technical issues and adding useful elements to your page, we’re going to cover it all.
Improve product images
Product images are one of the most essential parts of your product page. It’s the first element users glance at to determine if the product is what they’re looking for.
If it’s poorly photographed or edited, visitors are more likely to leave the site.
As an example of a good product image, let’s take a look at a LensCrafters page:
Source: LensCrafters
The brand uses product images from different angles placed on a clear background. So there's nothing to distract the visitor’s attention from the product.
However, using extra in-context images can also be beneficial. For example, table lamp sellers may want to include pictures of how their products fit the interior design. This way, potential buyers can better visualize how it would look in real life.
There are also image optimization tips that affect conversion rates indirectly. Here are a few points to consider:
- Avoid stock images. Unique content will always outweigh overused stock pictures. Make sure your brand is visible through visuals to increase consumer trust.
- Choose the right format. Use formats that reduce images without sacrificing quality, like WebP. You can convert images for free using tools like the TinyIMG WebP converter.
- Pick the right size. To find the right size, check if your Shopify theme offers a guide with recommended image sizes. A commonly used Shopify product image size is 2048px x 2048px.
- Write informative file name and alt text. Make sure both the image file name and alternative text are descriptive. They help search engines understand your content better. So, it's a simple way to get some SEO points and enhance page visibility.
You can easily optimize and compress images as well as get automatically generated descriptive alt texts with the TinyIMGapp.
Optimize product page content
Optimizing product descriptions vastly depends on your target audience. You have little time and space to interest them, so it’s important to do it effectively.
Here are a few points to consider to make your product descriptions stand out:
- Think of your brand voice. Distinct audiences require different tones of voice. Product descriptions for seniors will need simpler language compared to descriptions for laboratory workers.
- Make it short. Potential buyers usually skim through descriptions instead of reading them word by word. That is unless it’s a complex technical product with important specifications. Whatever the case, avoid fillers and make sure each word counts.
- Focus on benefits. Mentioning product features isn't always enough to convince users to buy products. Instead, show potential buyers how your product is going to improve their lives.
- Include target keywords. Conduct SEO keyword research to identify what your visitors are looking for. A keyword-enhanced description will help you rank higher in search engines.
For example, here’s a product description of Johnson’s Baby shampoo:
Source: Johnson’s Baby
While the product is made for babies, the product description targets the buyers – the parents. It’s short (61 words) and straight to the point. Plus, it focuses on the benefits, such as being gentle to the eyes, hypoallergenic, and designed to relax the baby.
Leverage metadata
Metadata is the title and description of your page that users see on search engines. If written effectively, they can attract more clicks and traffic to your Shopify store.
The meta title of your page should be no longer than 60 characters. It should include relevant keywords, mentioning the type of product you’re selling and its essential features.
Let’s take a look at a meta title example of Max and Neo dog leash:
Source: Max and Neo
It gives us all the main information about the product in just a few words. We already know it’s 6 feet long, has a double handle, and is reflective before we even open the page. The 51-character count also makes it an SEO-friendly meta title.
Meanwhile, the meta description should persuade users to open your site. Aim for it to be no longer than 160 characters.
Here’s an example of a meta description of Pyatt's Farm & Pet Care dog leash:
Source: Pyatt's Farm & Pet Care
As you can see, it includes a short product overview, highlighting features and user benefits. The character length is only 158, which perfectly fits into the recommended standards.
If you’re not sure whether your meta title and description are SEO-friendly, you can use the free TinyIMG metadata checker to test it.
Ensure brand consistency
Your brand should be consistent throughout all of your Shopify product pages. It helps enhance brand familiarity and reputation and even fosters customer trust.
Research reveals that 41% of US consumers ditch companies when there’s poor personalization or a lack of trust (source: Accenture).
So, think about the details of your store. Product packaging, page design, tone of voice – everything should reflect your brand.
Additionally, define your company values and set the main goal of your shop. You should also define your target audience and focus on its needs.
Below you can see an example of the Chamberlain Coffee product page:
Source: Chamberlain Coffee
The company follows a clear and consistent style guide throughout all product pages. For instance, each package includes the company name in arched text.
Plus, coffee blends are named after different animals. Both the page content and package text are minimalist and straight to the point.
To optimize your page designs and create consistent branding, you can use tools like:
- PageFly – software that offers a convenient drag-and-drop editor for Shopify store owners to create or level up their sites with zero code knowledge. The prices start from $24/month, but you can try it for free.
- GemPages – platform for building and optimizing pages to maximize conversion rates, with prices starting from $23/month.
- EComposer – simple landing page builder with a drag-and-drop editor. The prices start from $16/month.
👉🏼 Check out Top 20 Shopify Product Pages Built With PageFly
Add customer reviews or expert insights
Ratings and reviews are crucial factors that influence purchasing decisions. 99.9% of consumers read product reviews at least sometimes before buying them (source: PowerReviews).
That’s why you should implement a review section on every product page on your site. It shows consumers that real experiences back up your store’s claims. Users may even become more tempted to try your product themselves.
For instance, here’s a customer review section of the Nature Made supplement brand:
Source: Nature Made
Such supplement reviews can reassure potential customers that the product works as described. At times, reviews may not be perfect, but they can help you understand how you can improve your product.
There are plenty of apps you can use to implement a customer review section on your Shopify product pages, such as Judge.me or Loox. Some of them, like Ali Reviews, even allow you to import reviews from Amazon, Aliexpress, and other platforms.
Depending on what you’re selling, you can also include expert testimonials. Let's say you're selling acne cream. Getting a skincare professional to endorse your product can increase brand credibility even more.
You might want to read:
Improve page loading speed
Some brands may overlook page load time, but it can directly affect conversion rates. Websites that load in 1 second have a 3 times higher conversion rate than those that load in 5 seconds (source: Portent).
There's no agreed optimal load time. But, the quicker it is, the better.
The 100 most popular websites have an average load time of 2.5 seconds (source: ToolTester). So, focus on getting it lower than 3 seconds.
Many factors can affect your website speed. Here are the main steps you can take to optimize it:
- Review your app list. Remove any apps or extensions that you no longer use to take some weight off your page.
- Compress images. Make sure you compress page visuals and choose a format like WebP that reduces images without losing quality.
- Leverage lazy loading. Lazy loading delays loading heavy elements that the user hasn’t scrolled to yet. Since there are fewer elements to load at the same time, the product page can become visible much faster. You can automatically enable lazy loading in just a few clicks with tools like TinyIMG, Avada, or BOOSTER SEO.
- Minify code. Remove unnecessary characters that don’t affect your code functionality. This includes comments, white spaces, and other redundancies. You can even use online minifiers to make it easier, such as Toptal or Minify.
- Utilize a Content Delivery Network (CDN). Using a CDN helps decrease loading time since visitors can join from servers that are closer to them. This is especially convenient to ensure a great user experience for international store visitors.
You can track your website’s loading speed at any time for free. Simply insert your page URL in tools like GTMetrix or PageSpeed Insights. This will let you watch performance stats before and after page updates.
Add related products
If done correctly, a related product section can increase the number of sales you make. You can provide customers with product choices that complement the product page item.
This is a common practice for companies like H&M.
Source: H&M
The provided example is taken from a product page of a dress. In this case, the company is encouraging consumers to buy more items that they can style the dress with.
You can also use related products to give consumers alternatives.
Here’s an example from a product page of LensCrafters:
Source: LensCrafters
Let’s say a person who is looking to buy Swarovski glasses likes the price but not this particular style. In other cases, they’d be more likely to instantly leave. But LensCrafters provides alternative styles, giving the visitor options to choose from.
Fix technical issues
Technical issues can impede your SEO and user experience efforts. This can negatively affect your conversion rates. Here are a few problems to look out for:
- Redirect chains. Overusing redirects can weigh down your page and slow down the loading time. This can result in higher bounce rates. You can use tools like Google Search Console to monitor and fix multiple redirects.
- No-index tags. Make sure the product pages you want to rank don’t have a no-index tag set. It prevents your page from appearing on search engines. Naturally, it makes it harder for people to find your product.
- Broken pages. If a user runs into a broken product page, that’s a sale already lost... unless you redirect them to similar pages or customize the broken page. Tools like the free TinyIMG extension can help track broken internal links on specific pages. This way, you can easily identify what to fix.
In terms of broken pages, some companies customize them to try and keep visitors on the website. They may use it as an opportunity to navigate the user back to the homepage or other categories.
Here’s how the Wizarding World website leveraged their broken pages:
Source: Wizarding World
This broken page includes a playful image that references getting lost and offers to return to the main page.
Alternatively, visitors can log in to their account or browse the category menu to find what they’re looking for. So, this page is a great example of creating a good customer experience even with technical issues.
Add an FAQ section
The Frequently Asked Questions (FAQ) section isn’t just useful for visitors. It's also a beneficial tool for addressing customer concerns to convince them to buy your product.
Conversion rates increase by 177.2% among visitors who look at the product page FAQ section (source: PowerReview).
If you don't know what questions to include, conduct keyword research. Plus, you can ask your customer support team to identify repetitive questions regarding products.
For instance, here’s an example of Spotlight Oral Care product page FAQ section:
Source: Spotlight Oral Care
The company provides answers for any concerns the customer may have before buying their teeth whitening strips and provides additional information.
This helps reduce the time people look for information and remove any doubts they may have.
PageFly also provides an accordion element with customizable options, allowing you to easily design an FAQ section. Watch the video below to see how it works.
What to avoid when optimizing Shopify product page
There are some factors that Shopify store owners overlook when optimizing pages for higher conversion. Here’s what you should avoid:
- Poor mobile user experience.90% of consumers are more tempted to repeat a purchase if the brand’s mobile experience is excellent (source: Digital Examiner). Some of the ways you can make mobile-responsive pages are by choosing a mobile-friendly layout, changing the font size, optimizing images, and improving the loading time.
- Not using internal linking. Internal links help search engines understand your website structure better. Including a related product section, blog article links, or a mega menu that shows your website’s categories can give more authority and ranking power to the linked pages. Naturally, the higher the ranking, the more sales you’re likely to make.
- Generic metadata for multiple products. Poorly written metadata won’t convince users to click on your pages. Make sure your meta titles and descriptions are unique, feature-focused, and persuasive. For example, instead of putting “Black jacket” as the meta title, write something like “Waterproof premium-quality black leather jacket” to highlight features or benefits.
- Deleting sold-out item pages. If your page is ranking high on search engines, deleting sold-out product pages will make you lose traffic. Instead, add alternative options for users to discover. This gives you a chance to get sales on related products.
- Using default product descriptions. A manufacturer’s description is technical, keyword-free, and simply boring. Craft product texts that reflect your brand. Make sure you highlight the benefits and optimize descriptions for SEO.
Final thoughts
Optimizing your Shopify product page for conversion requires focusing on SEO and user experience. Improving page SEO can lead to higher traffic. Meanwhile, an excellent user experience can ensure new visitors don't just leave your site.
Start by optimizing your images and content according to the best SEO practices. Leverage elements like customer reviews and improve page load time to ensure a better user experience. All of these tips can not only ensure customers buy your products but also return to your website in the future.
We hope this article gives you a clear understanding of what it takes to maximize your conversion rates. Don’t forget to focus not only on your desktop pages but also on the user experience of mobile users.
Author information
This post is written by TinyIMG - a page speed optimizer and SEO tool. TinyIMG helps Shopify store owners grow faster and convert better.
They help improve rankings and boost conversions with state-of-the-art store optimization tools and a customer support team that wants to see you succeed. It’s their way of helping quality products reach the audiences they deserve.
Read more:
