Written by Guest Contributor
18th November 2015 • 12 min read
Typically on Shopify stores, the customer journey takes people from the landing page, to a product page, to the cart, and then checkout. This means that your Shopify product pages are the last page a customer sees before they decide to make a purchase.
Product pages are one of the most important areas of your Shopify store, and in many ways, are the close to your sales pitch. In a previous post, Veeqo highlighted tips for you to get ready for Black Friday. This time, we will look specifically at how to improve Shopify product pages.
1. Description and formatting
Your product description is where you describe the product in a way that is most relevant to your customers. It can also be used to enhance your brand by describing why the product is unique and how it fits into your product offering. While a list of technical features and details about the product is important, use the description to tell a story.
Avoid using manufacturer-provided descriptions which are typically not very user-friendly. Use your brand’s unique voice when you write product descriptions focusing on not just customer-readability, but also on keywords to improve your search optimization.
In addition, instead of using long paragraphs, break the description down into multiple shorter paragraphs, or bullet points, whenever you can. Bullets help customers quickly glance at the key features of your product to get an idea of the selling points.
2. Value propositions
When you write the product description, try to highlight things that your target customers will connect with, rather than stating plain facts about your product. A list of technical specifications of your product is important, but rarely makes for a good story in a sales pitch.
As an example, say you were selling noise-cancelling headphones. Here are two ways of writing out the description for your customers:
- Blocks 70% of ambient noise
- Reduces sound by up to 20 decibels
- Crystal clear audio with reduced external noise
- Listen comfortably to your music on flights, not to the engines or other passengers
Although the technical specifications should be included in the product page to compare to competitors, it is hard for customers to understand what 20 decibels may mean. Instead, sell them on ideas about how they can use your products to make their lives better and easier. That value proposition is much higher as it is customer-centric, rather than technical facts, which are product-centric.
3. Customer voice
Part of creating customer-centric Shopify product pages is to understand your target customers and the language they use. You can not only connect with your customers better if you use the same language as them, but you also improve your search optimization because you are using terms that your customers will use to search.
Use language and terms that your customers use when they will search for your product help improve your product’s searchability.
As an example, many baseball or softball players use portable hitting nets during practice, and during warm-up for games. Players rarely call these “portable nets”, but they tend to be marketed this way. Instead, the majority of players and coaches call them “pop up nets”.
Using terms that your customers will use (“pop up nets” in this case) in your description will help them find products much faster within your store, and help with search rankings for the terms your customers look for.
4. Related products
Related products are items that a customer may be interested in given their purchase history, or based on the product they are currently viewing. You can use apps like Recommendify to add a related products section on your Shopify store. This is similar to how Amazon includes a section about items visitors may be interested in below the product details.
Related products give customers ideas to pair their current selection with, create visibility for other products on your store, and helps to increase sales. You also reduce effort for customers to peruse your catalog in order to get items that they would commonly purchase with the product.
5. Image ALT-tags
ALT-text is used used in product images to describe the product being displayed. The ALT-text is displayed whenever there is an issue with an image being displayed. It increases your search optimization by adding keywords relevant to your product images.
They are also an important part of accessible websites for visually-impaired customers as screen-readers will read the ALT-text when describing the images.
In Shopify, you can change the product image ALT-text by opening the product, and hovering over the product image. Then, click on “ALT” to assign text to that image.
ALT-Text for product images
If you have multiple images, try to make the ALT-text unique for each image to best describe the individual image.
6. SEO settings
Shopify has the ability to improve search engine optimization (SEO) built right into product pages — no additional apps required!
When you open a product to edit, scroll down to the “Search engine listing preview” section. Here, you can see how the page would be listed on a search engine. You can also modify the product title, meta description, and the URL to best reflect what your customers will use to search the product.
Adjust how listings appear for your product
Make sure that your meta description describes your product well while using keywords that you want to focus on. Also, use user-friendly descriptive URLs, like the product name, rather than SKU numbers or product numbers.
7. Professional-quality images
A drawback to selling online is that customers can’t pick up your products and see them from all angles to ensure the product meets what they want. Your product images are the closest thing they will have for reference to determine how the product will look and work in real-life.
The images are also a good way to visually represent the intended use-cases of your product, and how your target-audience will use them. From our example of the noise-cancelling headphones, a relevant image can be a person comfortable sleeping with the headphones on during a flight, along with just the headphones themselves.
A white backdrop is typically used in product images as this really highlights the shape, angles, curves, and edges of your product. But, you don’t have to limit your product images to white backgrounds. According to a Kissmetrics article, presentation and context should be an important part of your images. Focus on the surroundings and environment with which you frame product photos.
As an example, if you sell ice-cream, you can show it being used in a sundae with other items or on a dessert plate. Adding surroundings can provide more context to your images, as long as they don’t take focus away from the product itself.
The Shopify blog has a number of articles about do-it-yourself product photography and capturing product images with a smartphone. If you are not comfortable with taking these photos yourself, you can use a service like ProductPhotography.com where they take photos for you.
8. Social sharing
Social sharing is a great way for customers to recommend your products to their friends, family, or followers. You want to make it easy for customers to be able to quickly share something they like via the social platform they use. Most Shopify themes have built-in social sharing buttons.
To enable these for product pages, go to Online Store -> select Themes -> click Customize, and select Social Sharing. While this setting may not be exactly the same in every theme, most themes can enable sharing.
Enable social sharing on product pages
If your theme supports this, you will be able to enable sharing buttons on product pages, and select the platforms for which sharing buttons would appear.
Shopify product pages
One of the most important parts of your sales pitch are your Shopify product pages. These are the pages where customers learn details about your product offerings, and make a final decision to purchase. Use these tips to make sure you don’t lose out on a sale due to poorly-crafted or overly-complex product pages.
Are there other things you have done to enhance Shopify product pages? Tell us about them in the comments.
This is a guest post from ShopStorm. Their team builds some of the top Shopify apps, such as Product Customizer and Jilt, an abandoned cart saver. You can check out more of their articles on the ShopStorm blog.