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How To Optimize Your Website’s Product Pages to Increase Conversion


Ben Goldstein


By Mary Walton

Your website’s product pages are an incredibly important part of your retail sales funnel. This is where your customers will most often make the decision to buy, so you can’t afford to ignore them. Here’s how you can optimize your product pages in order to convert more visitors and earn more money.

Allow Customer Reviews

It’s hard to understate just how important this is. Online reviews are one of the biggest things a customer will look for before they buy from you.

“Customers trust the word of other customers over everything else,” says product manager Jason Borden from Academized. “If you include customer reviews on your product pages, they’ll see that other people trust your product, and they’ll be much more likely to buy from you.”

Write Effective Product Descriptions

SEO counts for a lot in your product descriptions. Keyword heavy descriptions are not advised, as they can put readers off. After all, if you stuff too many in, the descriptions won’t make any sense. Worse, search engines can actually penalize you for doing so, losing you clicks.

This doesn’t mean you can’t use keywords, though. Just ensure that you’re including them naturally within the text, and write a description that reflects what the customer really needs.

Include Live Chat

A customer may reach the product description page and realize that they don’t understand something about the product. If they can’t find the answer quickly, they’re likely to click away and not come back. However, if you can answer that question for them, they’re more likely to buy from you.

Live chat is a great way of doing this. Make it available on the product description page, and allow customers to connect with a representative if they have any questions. You can then deal with them right away, and they’ll be much more likely to buy from you there and then.

Use Photos Well

Of course you’re using photos in your product descriptions, but you’ve got to be using them well in order to get the most out of them. Ensure that you’re taking photos of the product from multiple angles. Your customer can’t pick the item up and look at it, so you’ve got to do the work for them.

As well as this, show the product being used in context. For example, if you’re selling a dress, show a woman wearing the dress. This can help the customer visualize how they’ll use the product themselves.

Use Online Tools to Improve Conversion

There are tools online that can help you improve your product pages. Give these a try:

Don’t Forget Cross-Sells and Upsells

On your product page, don’t forget to include the cross-sells and upsells that can upgrade a customer’s order. When you include them, ensure that they’re relevant to the customer. For example, if you’re selling a ring, offer a warrantee on it, or an engraving service. If you’re selling clothing, show accessories that can complement it. Show the customer the right thing at the right time, and they’re more likely to buy it.

Optimizing your product pages is all about giving the customer what they need. Put these tips into use, and you’ll be converting more customers in no time.


Mary Walton is a tutor at Grade On Fire, a website for college students. She also helps people land perfect jobs working at Resume Writing Service, where she writes and edits resumes, CVs, and cover letters. Mary is an online proofreader at BestBritishEssays.com (read their UK Writings review).