There are many moving parts involved when it comes to creating and maintaining a WooCommerce site. Product pages are a key element that is easy to overlook, but vital to the success of your online business.
Fortunately, there are a few techniques you can implement to significantly improve your product pages. Since they’re a primary driving force behind most customers’ purchasing decisions, it’s wise to do all you can to enhance their effectiveness.
In this post, we’ll discuss why product pages are so important to the success of your WooCommerce site. Then we’ll share four strategies you can use to improve yours. Let’s get right to it!
The Importance of Product Pages for Your E-Commerce Store
Whether you’re new to e-commerce, or have been selling products online for a while and want to increase sales, you’ve probably come across plenty of advice for optimizing your WooCommerce site. However, most of it is likely general guidance for improving performance or driving traffic your way.
While those tips can be highly effective, loading pages quickly and getting visitors to your site won’t necessarily bring the conversion rate you want if your product pages are still lacking. At the end of the day, that is where sales actually take place.
Around 85 percent of customers conduct research online before deciding which brand to purchase a product from. This means that it’s highly important to publish detailed and clear information about your merchandise on your website, so shoppers can learn everything they want to know about each item.
Product pages are a prime source of information about the different products customers may want to buy. However, in order for them to become quality resources, you’ll need to provide the details that are important to shoppers and will help seal the deal.
4 Ways to Create Better WooCommerce Product Pages
There are a variety of ways to make your WooCommerce product pages more effective. The strategies that work best for you will depend on what you sell and your existing WordPress workflow. However, these four tips are a solid starting point to jump off from.
1. Incorporate High-Quality Images
One of the most challenging aspects of buying products online is that it’s more difficult to get a sense of what the items are like in person. You can help minimize your customers’ indecision by providing high-quality images of your merchandise:
The best product images include the following elements:
- Proper lighting, so products appear clear and easy to see
- Plain backgrounds that aren’t distracting
- Multiple angles, so customers can recreate the experience of picking up an item and looking at it
- Closeups and/or a zoom feature that enables shoppers to see details such as stitching
While you can certainly achieve all of these goals on your own, you might also consider hiring a professional product photographer to achieve top quality.
2. Optimize Product Descriptions With Keywords
Search Engine Optimization (SEO) is not only important for driving organic traffic to your site, but also for helping customers find what they’re looking for. Using keywords in your product descriptions can speed up their searches and filter out irrelevant results.
When writing descriptions for your product pages, make sure to use common terms that users might be searching for when looking for specific types of items. Highlight key features, and use clear and direct language so shoppers can understand the benefits of buying your products.
With that being said, you don’t want your product descriptions to become lists of search terms. Keep in mind that their primary purpose is to provide value to customers, and help them make purchasing decisions. That means it’s important to work your keywords in naturally.
To help with this, you might consider investing in Yoast SEO for WooCommerce or a similar plugin. Such tools can provide suggestions for improving your descriptions right in the product page editor.
3. Include Conversion-Boosting Elements
Product pages are often the first step in the checkout process. Minimizing friction throughout the buyer’s journey can help improve your sales rate and decrease shopping cart abandonment.
Incorporating one-click purchase buttons, variation and quantity selectors, and other elements that streamline your product pages’ UX can go a long way towards boosting your profits:
A simple way to add these features is by choosing a quality WooCommerce theme that includes them out of the box.
If you already have a theme that you like, however, there are plenty of other ways to enhance your product pages. For example, the Block Editor includes a button block that you can customize to suit your goals. There are also several Block Editor extensions you can use to access elements such as ‘hero’ content, unique photo gallery layouts, and more.
4. Use a WordPress Page Builder
Last but not least, page builders are very useful for enhancing your product pages. For starters, many of them include WooCommerce-specific elements that you can easily drag-and-drop into your content, including user ratings, upsells, and more:
Beyond adding advanced elements, page builders also enable you to see your content from a customer’s perspective while you’re creating it. This can help you catch potential problems that might derail buyers and steer them away from your site.
With a page builder, you can also use templates to speed up the design process and maintain consistency between product listings. There are many excellent WordPress page builders you can use to customize WooCommerce product pages, and most are extremely easy to get started with.
There are many site optimization best practices that can help you improve your online store’s performance and overall UX. However, it’s also important not to overlook your product pages, as they play a key role in encouraging customers to complete purchases.
In this post, we’ve covered a few key ways you can improve your WooCommerce product pages to make them more enticing to customers:
- Incorporate high-quality photos.
- Optimize product descriptions with keywords.
- Include conversion-boosting elements such as buttons and timers.
- Use a WordPress page builder.
Do you have any questions about how to create more effective WooCommerce product pages? Leave them for us in the comments section below!