Are you a small business owner looking to sell your products online? If so, then you're probably familiar with the challenges and opportunities that come with running an ecommerce store. Luckily, there are platforms like Shopify that can help simplify the process and maximize your chances of success.
In this blog post, I'll delve into one of the most important aspects of selling online - optimising your product pages on Shopify 2.0. We'll explore how this latest update from Shopify can enhance your website's functionality and drive more sales for your business.
So buckle up as we take a deep dive into everything you need to know about creating compelling product pages on Shopify.
Understanding Shopify 2.0 - and why you need to be using it to elevate your website
Shopify 2.0 is not just another update; it is a game-changer for small businesses selling products online! Launched in summer 2021, this major update brings several exciting changes designed to empower entrepreneurs like yourself.
One of the key features introduced by Shopify 2.0 is sections everywhere. This means that you now have the freedom to add all those beautiful sections found on your homepage - banners, product displays, collection previews - onto other crucial pages such as collection and product pages.
Gone are the days when customising these essential elements required expensive apps or professional developers' assistance. With Shopify 2.0, you can do it all yourself using a simple drag-and-drop interface similar to what you've already been using on your homepage.
How do you create high-converting product pages on Shopify?
Now that we understand the power of Shopify 2.0, let's dive into creating product pages that convert visitors into customers. Here are 9 key elements to consider:
1. Captivating content and imagery
The first impression matters. Start by ensuring you have high-quality product images displayed prominently on your page. Remember, visuals sell, so invest in professional photography or create eye-catching graphics that showcase your products from different angles.
And you can enhance your product pages even further, by incorporating additional visual content. For example, if you sell clothing, showcase customer images wearing your products to help shoppers envision themselves in them. Similarly, if you offer food items, share mouth-watering recipes using your ingredients for added inspiration.
Just like this example from Monica Vinader, notice how they use different types of imagery to show the scale of their delicate jewellery:
2. Clear product titles and pricing
Next, make sure your product title is clear and descriptive while keeping it consistent across all your offerings for brand coherence. Display the price prominently beside the title to ensure potential buyers can quickly assess whether it fits their budget. Pooky use descriptive but simple product titles, which also include the colour and materials, to clearly show what products they sell:
3. Harness social proof with customer reviews
Reviews play a crucial role in building trust and credibility with potential customers. Incorporate review stars right next to the product information to highlight positive feedback from previous buyers. Consider using reputable review apps like Judge.me for a seamless customer experience.
Beyond Nine gain trust with new customers by showing reviews on their product pages, they also help with sizing decisions with the use of customer imagery.
4. User-friendly variants selection
Make it easy for shoppers to choose variants such as colours or sizes by utilising visual icons instead of traditional dropdown menus where possible. This enhances user experience and allows them to see availability at a glance without excessive clicking. See below how Hush use colour swatches and size buttons to easily show what's in stock:
5. Persuasive product descriptions
Your product descriptions should be concise yet compelling enough to entice visitors into making a purchase decision. Highlight unique selling points, emphasise benefits rather than just features, and maintain consistency in tone throughout all descriptions across your website. Glossier's product descriptions are a great example of selling with your copy but not missing out on essential facts:
6. Use tabs for easy-to-read information
While the top half of your product page focuses on essential details, don't forget about providing additional information through tabs further down the page.
By implementing tabs you are giving customers all the information they need without overwhelming them with endless copy to scroll. Including tabs like Product Details, Care Guides, Fit Guides, or anything else specific to your products, streamlines the product page and ensures important information is easily accessible to potential buyers.
Our Place use tabs so effectively to condense the mass of information about their best-selling pans:
And remember to always include a delivery tab on every product page. This provides clarity on costs, delivery times, and return policies - vital factors that customers need to understand before deciding to purchase and stops them having to leave the product page to find this information out.
7. Tell your small business story
Connect with your customers by sharing your brand story. Include a section where you introduce yourself as the founder and explain why you started this business or highlight your brands values and commitments to sustainability. Personal touches like these on small business websites help build trust and allow customers to relate to your journey. Patagonia focus on their commitment to the environment and making sustainably products by showing customers how their products are made:
8. Showcase other products
Your potential customers don't know your product range like you do, so you need to ensure that even when on your product page you are showcasing more of your range and offering complimentary products to ensure a personalised shopping experience.
There's two ways to do this, you'll see most ecommerce websites now include a 'you may also like' at the bottom of the product page, this helps customer continue to navigate through your shop rather than heading back to the collection page. Here's a great example from Rumsey's where they show more of the same to help customers choose the right product for them:
You should also consider adding an upsell or frequently bought together feature to your product pages. This sits nearer to your add to basket button and can be used to put together outfits, sets or products that complement what a customer is already considering. Here's an example from Jin Designs of how to offer customers more products they may like:
9. Use icons to get your point across
People scan read a lot of the time and to get across key selling points or USPs about your small business you don't want to be offering reams of copy to read, instead try using icons to get across key points which are easily identifiable and make your brands uniqueness standout. Maverick Soul Interiors do this really well and as a newly launched brand it helps them showcase their brand credentials:
By implementing these advanced product page feartures within Shopify 2.0's flexible framework, you can create compelling product pages that leave a lasting impression on visitors while driving sales for your online business.