Product pages are another neglected page for many Shopify stores. An optimized product page can increase average order value. By not optimizing the product page, a Shopify Merchant is losing money.
Reviews
There are two elements for reviews on a product page. The first element is right under the product title. The overall star rating can get shown in the area. The star rating averages out the reviews for the product.
The next element gets shown under the product information. This element is an expanded review section. Visitors will be able to read the reviews and leave one after they buy the product.
Variant Picker
The variant picker does not apply to every product. However, the variant picker appears after the star reviews under the “Add to Cart” button.
Trust Signals
Trust signals are elements that increase the visitor’s trust in the Shopify store. Why do trust signals work? They act as verification for the new visitor. When they see a McAfee logo or a BBB certification. Odds are that the visitors know those brands. The logos act as a stamp of approval. For a new visitor, this eases their mistrust of the new website. Increasing the chances that a new visitor will complete a purchase.
Here’s the interesting part about trust signals… The actual trust signal does not matter. The appearance of an extra element is enough. What do I mean? People have run A/B tests, where they create their own security logo and place it on their website. Their website’s conversion rate went up with the fake logo. The external validation is enough, the source doesn’t matter.
On product pages, I like to add a square of four small trust signals. Free Shipping, 30 Days Return, Secure Checkout, and Data Protection. The square gets placed below the “Add to Cart” button.
Clicking the “Add to Cart” button is a visitor’s first move to buy a product. Visitors get reassurance, knowing checkout is secure and their data is protected.
Product Description
The product description should answer any questions a visitor might ask. This includes information about size, weight, and material of the product.
A product description should help visitors imagine their life with the product. Paint them a picture of how their life would improve with the product. Selling suits? Paint them a picture of getting promoted because they get noticed more at work. Selling athletic shoes? Make them picture winning a gold medal at the Olympics.
Then, optimize the product description for organic traffic. Find software which will align the description for search engines. For example, when selling airplane blueprints, I changed “airplane” to “aircraft.” The change made no difference to the visitors but did improve organic traffic.
You May Also Like
The “You May Also Like” section is an opportunity to increase AOV. Many Shopify Merchants leave this section unoptimized. Which is a mistake. Shopify Merchants should gently guide visitors to spend more money. Visitors should look at this section and think, “Oh ya, I need that too, might as well buy it now.”
For selling athletic shoes, the section would have laces, in-soles, shoe cleaner, or socks. All these products go well with shoes. The average person will likely buy one of those products to go with their purchase.
Every product should be from the same brand. The visitor will not have to wonder if the products are compatible. Which is something they might wonder if a different brand was offered.
Conclusion
90% of product pages are not optimized. This gives any Shopify merchant who does 1-3 optimizations an advantage.
Digital Standard LLC 