- By: Ricky Hayes December 11, 2020
10 Content Strategy Tips To Build A Shopify Product Page That Converts
A Shopify product page is an ultimate deal-breaker. Product pages are where your customers spend most of their time and finally make the decision to either purchase or leave your product.
The sad reality is that the majority of Shopify store owners often neglect the significance of product page optimization for their e-commerce stores.
Most owners tend to focus on creating the best user experience by integrating a seamless checkout process and site design, buyers usually don’t get so far unless you have a result-driven content strategy for e-commerce that converts.
If you have already created attractive product pages for your Shopify store but they’re not fetching in the desired conversions, then you may want to go through this guide that includes tried-and-tested product page conversion tips to help your sales grow.
Why Is It Important To Build A Shopify Page That Converts?
Product pages are designed to provide your customers with detailed information about your product benefits, features, pricing, and more.
The purpose of these pages is to tell your buyers why your products are unique and offer good value for their money.
While engaging product descriptions and eye-catching visuals are crucial for the conversion of your product landing pages, there are so much more that needs your attention to get the most of your Shopify product pages.
Essentials Of A Shopify Product Page
The construction of product pages differs from store to store. However, certain elements are essential no matter what your niche is.
The biggest difference between online shopping and physical shopping is that the latter allows you to have a tactile shopping experience.
Shopify store owners know that if buyers can’t see their products, they’re not going to purchase them.
High-quality images are an integral element of winning product pages. Make sure you capture images from different angles and with a clear backdrop.
Apart from that, you can also opt for conceptual imagery to enable your buyers to see how their chosen products will look in a real-time environment.
Videos are another effective product page essential that let Shopify store owners market their products by displaying functional and informative videos.
The good news is anyone with a smartphone can record these videos without breaking their bank.
Product videos mainly focus on the operational efficacy and functional elements of the products (that can’t be showcased in still photography). If you run a store with technical products, then you can leverage videos to help your website visitors understand the basic features and functionality of the showcased products.
No matter how extensive your product range is, you should name each product individually to draw customer’s attention. Try to come up with names that are descriptive and unique.
The descriptions you have on your product pages can convert a visitor into a customer. The biggest mistake Shopify store owners make is they copy/paste their manufacturer’s descriptions to save money and time.
Make sure you write your descriptions from scratch and include all the relevant product attributes that you’re not able to display through images and videos.
You can also read our guide on “How To Write Great Ecommerce Product Descriptions That Sell” to learn more about creating effective product descriptions that can help you to convert a visitor into a customer.
Customer reviews and testimonials is another key factor that acts as social evidence that people are liking and buying your products. That’s why you must dedicate a reasonable space on your product pages for this specific category.
You can place customer testimonials right above the description to help buyers make their decision.
Add To Cart Button:
Your product page should also include an ‘Add to Cart’ button to let your buyers know how they can add their desired products to the cart. Just ensure the add to cart button is visible enough (with the right font and colors) to provide a maximum user experience.
Last but not least, add relevant products at the end of the product page to promote upselling. For instance, if you’re selling laptops, you can show relevant accessories, such as batteries, screens, and keyboards to help your buyers purchase a package to save money.
Importance Of A Foolproof Content Strategy For Your Product Pages
No matter how attractive your product range is, you’re not going to achieve the desired selling targets if the content on your product page isn’t detailed and relevant.
The content on your Shopify product pages must be aimed at your audience and should address their pain points.
The ultimate goal of creating a winning content strategy for e-commerce is converting website visitors into paid buyers. For this, you have to prove your business a reliable source of information
Perks Of Creating A Comprehensive Content Strategy For E-Commerce
- High-quality and optimized content on your Shopify product pages help attract potential buyers
- It builds trust and credibility
- It can help with the conversions
- Well-written and value-driven content provide enduring value
10 Content Strategy Tips To Build A Shopify Product Page That Converts
1. Don’t Play Guessing Games
According to research, more than 87% of customers consider product descriptions to be key in their decision to buy.
Don’t play guessing games and force your customers to guess details.
The idea is to show every relevant detail on your product page so that your customers will not have any difficulty making their decision.
For example, if you offer a skincare range, you should mention details about ingredients, composition, allergens, and benefits on your product page. Similarly, mention every possible specification if your product range is linked with tech products.
Support your claims with conceptual imagery and intuitive videos.
Pro tip: An overload of content on your product page can be a turn-off for your customers. This is why make sure you keep your focus on adding details that are highly relevant and beneficial for your potential customers.
2. Keep Your Customers Informed
If you sell limited edition products or if something from your range is out of stock, you must ask your website visitors to leave their contact information so that you can reach out and notify them once that specific product is back in stock.
This not only helps you avoid future sales slipping away but also presents a professional image of your brand.
Luckily, many Shopify themes have this feature built-in. However, you must install this if your current theme doesn’t offer this particular feature.
3. Prioritize Quality Content
Posting content for the sake of posting will do more harm than good for your Shopify store. High-quality and premium content are the factors that differentiate reliable websites from scammers.
So you must pay attention to the type and quality of content you post on your product pages. Cross-check the authenticity of features and information about trust badges from your vendor before you include them on your pages.
4. Identify Your Target Audience
Everything starts with research. Without knowing who your target audience is, it would be difficult for you to create a content strategy that converts.
Take help from different available online tools and know more about your potential customers as much as possible to deliver a tailored buying experience.
5. Include CTAs
As mentioned above, your product pages should include a visible CTA that can help buyers purchase without any difficulty.
Make sure you create an ‘Add to Cart’ button with simple text and bright and visible colors so that interested customers can easily complete the checkout process.
6. Add Images And Videos
The content you add on your product pages must not be limited to text-based descriptions and CTAs only.
It’s human nature that we crave visually-appealing things and originality. Research suggests that 9 out of 10 shoppers consider product appearance as one of the biggest selling points.
Adding high-quality images to your product pages will inspire your buyers and help them make a decision. There are several ways you can use images for your benefit. For instance, you can click images from different angles to help your audience know about the accurate dimensions and look of the products.
Just ensure the images you choose should reflect your business niche and area of expertise. For example, if your store deals with kid’s accessories the image content on your product pages should be vibrant with colorful backdrops.
Also, search engines love images and visual content. When you add images to your product pages, you increase your odds of ranking higher on search engines.
Similar to images, the video content on your website can also act as a prominent tool of conversion. You can even add animated videos without any audio to display valuable information about your products.
7. Show Guarantees/Social Evidence
If your product holds any sort of certification or trust seal, letting buyers know about them can be an effective way to build trust.
Any badges or security certifications will help your visitors feel confident about their buying decision and will serve as social proof.
Your product pages should also highlight your returns and refunds policy, payment methods, the origin of the product, and other relevant information that can act as proof that your product is reliable and offer good value for money.
8. Get Help From Analytics
Looking at your internal data and metrics can help you figure out how your customers prefer to consume content.
For instance, you can determine the type of content your customers prefer. Also, you can identify whether your customers prefer to make purchases off their smartphones.
There are plenty of Analytics tools available online (both paid and free). Choose something that is easy to handle and interpret.
9. Add Reviews/Testimonials
Converting first-time lead in an e-commerce world isn’t as easy as it may sound. How well your business converts leads depends on how well you’re able to build credibility in front of your prospects.
Embed customer reviews on your store to let other visitors know that your products are worthy of their investment.
Needless to say, the more reviews you have, the better.
Pro tip: Never buy fake reviews for your Shopify store as both Google and customers are smart enough to recognize such fraudulent strategies.
Whether it’s about content on your product pages or blogs, you have to pay attention to the best SEO strategies to keep it optimized and keyword focused.
The first step is to research targeted keywords and key phrases that you can include in your product pages. There are many paid and free keyword research tools available online that can help you find the right set of keywords.
The next step is to create high-quality and relevant descriptions, product names, and product features. Just ensure you appropriately place your researched keywords throughout the content for better visibility.
Shopify also includes an option to edit meta title and meta description for product pages. Don’t forget to edit that section when you’re writing descriptions for your product and collection pages.
Here are a few bonus tips you should consider to take your Shopify store to the next level. While these aspects are not directly related to the content, if done right, they can significantly improve the user experience.
Pay Attention To The Design Factor
Design and customization is key to winning Shopify product pages. From choosing the right font size and color to placement, all design elements must be coherent with each other.
Activate Live Chat Option
The live chat option on your Shopify store should be activated on your product pages as well. The idea is to provide instant information to those customers who’re interested in making the purchase. But need to have their doubts cleared about product features, shipment, or pricing.
One of the ways you can increase sales and conversions on your Shopify store is by upselling/cross-selling relevant products.
Make sure you list them smartly at the end of your Shopify page for the best results.
There you have it – 10 content strategy tips to build a Shopify product page that converts. The good news is, all of these product page conversion tips are tried-and-tested, meaning you can try them without even giving a second thought.