Dec 2, 2014 - Jaume Llagostera

Optimizing product pages on ecommerce websites Part 3: Converting the traffic to sales

Once a user has landed on a product page, the goal is to increase the conversion rate of visitors to sales.

To achieve this, customers should be well informed about the product that is being presented to them, should feel secure about transactions that may occur in the store, and should be communicated to throughout the process.

The main focus once the client is on the product page is to keep their attention and encourage their decision to buy.


In order to keep the customer's attention on the product that is being offered, it is important to meet the expectations that made the visitor get to that page in the first place. We must clearly define the product that the customer is viewing by ensuring that the following attributes are visible on the page:

  • Product name
  • Images that accurately identify the product and increase the desire to buy
  • Product price
  • Product description

These elements may seem obvious for the product page, but are not always included, or the user has to drill down more levels to find the information.

The style of writing used to describe the product should be targeted to the user. It’s not the same selling products to teenagers as selling to middle age customers. The best descriptions are specific to the target audience. They are direct and personal and may answer expected questions in a conversational tone.

The product information must be at least 120 words of text and should answer a number of questions that the customer may have just looking at your product.

  • What are the features and specifications of your product?
  • Where can it be used?
  • When can you use it?
  • Why is your product better than your competitors?
  • How do you use it?
  • Who uses it?

Try incorporating the same language as when selling offline. If you talk to your customer formally in your physical store or when answering the phone because it is the language used by your customers, then also use the same tone in your online store. On the other hand, if your customers use a more colloquial form of communication, then that language must also be transferred to the product page in the online store.
Including videos showing the product and how it is used will be very important to give the client the feeling of a normal purchase.

Purchase Decision

To help customers determine that the product is what they need, you must convey the experience of having that product, to need it and to want it now.

Moreover, the buying process must be easy and intuitive. The user should not get lost on a product page and not be able to complete the purchase of a product.

Here are some tips to optimize the product page:

  • Include testimonials: Customers who purchased the product and speak well of it will always be a good reference.
  • Include feedback from social networks: customers who recommend the shopping experience on social networks are a treasure!
  • Include video whenever possible: If a picture is worth a 1000 words, a video is the top!
  • The price is important: The price should be clearly visible next to the buy button, and could be compared to other prices (base price versus sale price). Impulse and discounts are paramount on the Internet.
  • ​​Add context to product: Explain how the user will be able to use it. A product is always part of a whole. A product on a white background transmits much less than in context. The inclusion of complementary products may also increase the number of products purchased by the customer.
  • Eliminate customer doubts: The page should convey confidence and security. Show that there is a reliable company behind the site by including a telephone number or any form of instant communication (chat, direct messaging service, etc.), return policies and security certificates.
  • Make the Call to Action obvious: Avoid unexpected designs. What you want is the customer to buy. The button should stand out from the rest of the product page to call attention to it immediately.
  • Avoid surprises with shipping costs: Be clear and concise with shipping costs to prevent abandonment in the checkout process.
  • Facilitate the return process: Customers usually have doubts about whether they will buy the right product. Show that if they made a mistake, they have an easy way to solve the problem.
  • Promote the first purchase with a discount: With a first purchase, you are not only selling a product but also gaining a customer to add to your marketing database. The lifetime value of a loyal customer is worth a small discount upfront.

The success of your ecommerce depends largely on the performance of your funnel, but your efforts to optimize it will not be effective if you don’t have a recruitment strategy in place to attract qualified visitors to the online store.

The generation of inspirational content, together with SEO techniques, social media and online advertising are inseparable from effective optimization of the product pages to ensure good performance of the online store.

If you want to know how to optimize your online store, and create a compelling strategy for improving the performance of your business, call us! We would love to hear about your project.

See also:
Optimizing product pages on ecommerce websites, Part 1: Two key factors
Optimizing product pages on ecommerce websites, Part 2: Generating traffic to product pages