The product page is perhaps the most important page to consider when optimizing e-commcere conversion rates. It’s the portion of the funnel where your browsers turn into buyers. Ensuring the page is performing at its best is a key component of optimizing your entire conversion funnel. Here are a few pearls of wisdom we discovered optimizing product pages for our own sites over the past two decades:
Prominent above-the-fold Add-to-Cart button
One of your highest priorities on any product page should be getting your add-to-cart button above the ‘fold’ of the page. By that, I mean make sure your customer can add the product to their cart without scrolling. Chewy is doing this right. There’s no way that button is appearing below the fold on almost any viewport. If your add-to-cart or buy button is currently below the fold, stop reading this article and go bump it up. I’ll wait.
Intuitive product options
If your product has sizes or options, making these easy to select and hard to mess up is extremely important on a high converting product page. Make your buttons clear and distinct. This example from Le Cafe Noir has some of my favorite size selection buttons. They’re sized properly to be tapped on, far enough apart to not be fat fingered and the single S-M-L pattern is something recognized worldwide. Don’t reinvent the wheel.
Unless you’re ashamed of your pricing, you shouldn’t be hiding it. This Huckberry example above shows nearly perfect typography for a high converting product page. The price is bigger than the product title but it’s not close enough to distract from reading what product you’re looking at. The font is readable and has an additional offer placed below it. The font is readable and Huckberry’s additional offer is placed below it, not on top or to the side where it might confuse the shopper.
Large, left-set product imagery
Notice something about all the examples so far? They follow an established pattern. Their product imagery is large and on the left-hand side of the page. Sure, you can try and get creative with right-set photos and place your options on the left but it’s going to be unfamiliar to your shoppers. If it’s unfamiliar, they’re less likely to convert.
Stick with what’s familiar and your conversion rate will thank you. Keep your product images on the left and options on the right. Always.
SEO optimized description
I won’t spend the time in this short article telling you how or why to write the best SEO optimized descriptions, Moz already has an awesome article on that. Instead, I’ll just point out that SEO optimized descriptions are still very necessary and should usually be placed below the fold. Let your customer initially be brought in by your product imagery and then be able to scroll for more information if they wish.
Bonus: running on Engine
Optimizing your product pages for high conversion is just one tiny part of running a successful online store and that’s exactly why we’re building Engine. An eCommerce platform built for the future that combines marketing, customer acquisition, social retargeting and a cart platform into a single stack that your company can grow with.
With Engine, we’re taking all of our learnings like these into consideration when building. Want to get exclusive first access to our next generation eCommerce platform? Sign up for our newsletter or email me, Blake at blake [at] engineinsights [dot] com to talk about getting your company early access to the Engine platform.