Product Page Optimization 101: The Best Tips and Examples

product page optimization

Your product page is the single most important page on your website. It's where potential customers start their buying journey, and it's often the first impression they have of your business.

In order to get more sales on your eCommerce site, you need a great product page.

The goal of a product page is to achieve a high conversion rate. In other words, for each customer who browses or searches your site, you want them to land on an appealing and informative product page that makes the purchase process straightforward and easy.

What is Product Page Optimization? Why Should You Optimize Your Product Page?

The purpose of a product page optimization is to make the customer buy the item.

A product page optimization should be created in order to ensure that your website's product pages rank highly in search engines for relevant keywords.

The content should be well optimized and attractive enough for users to click on them while surfing through search engine results, leading them straight to your site.

A poorly optimized product page is a missed opportunity for ecommerce businesses.

The first impression shoppers receive of your brand and products can affect how they choose to do business with you.

By 2022, e-commerce retail revenues are projected to grow to 5.4 trillion US dollars worldwide! If you don’t have an optimized product page, you will definitely lose some.

How Can You Optimize Your Product Page?

Product pages are the most visited pages on any eCommerce website.

It's imperative to have a page that is well designed, easy to use, and optimized for SEO.

Here we listed the areas in which you can optimize your product page to increase conversion rates.

We will go over a case study of IKEA’s e-commerce user experience (UX) performance conducted by Baymard for most of the bullet points.

Let’s begin!

Page Layout

When you are creating a product page for your eCommerce store, there are many elements to consider.

One of the most important criteria is the page layout.

The way you lay out each section on your product pages is extremely important, and the design of this area can have a massive impact on how well it converts leads into sales.

Usually, ecommerce websites use the conventional layout: put image on the left, and the text to the right. This is still acceptable.

Take a look at the IKEA product page for a rug.

product page case study ikea one

In the page layout, you should use high quality images. No exceptions.

Product images are VERY important. In fact, 93 of 100 customers stated images are essential when making purchase decisions.

Product Title And Description

When writing product descriptions, it's also helpful to include keywords that represent the product.

Not only do your customers want to find what they're looking for, search engines like Google will rank your page higher if it contains relevant keywords.

Product descriptions give customers more information about the product than an image alone can provide.

It’s a good idea to have a short and sweet product description above the fold which is easy to scan quickly, and then a longer, more detailed version further down the page for customers who want more information.

See the below image for an IKEA example taken from Baymard. You can see the extensive product details on the product page.

product page descriptions

In the same example of IKEA, the product page does not have product-specific Q&A or FAQs.

It is not a bad idea to add a short and clear FAQ for the product page. Some FAQ questions might be:

  • How do I place an order?
  • Is there a minimum order requirement?
  • What payment options are available?
  • Will I get my product on time? How about free shipping?

Product Images

A good image taken with sufficient lighting will have a crisp, clean look to it, as opposed to being blurry or dull.

In order for your product page images to be successful they need to have the following qualities:

  • Good Lighting
  • Proper Focus
  • High Resolution Image
  • Proper Cropping/ Size of Image

Scalable images are also highly recommended in order to get customers' attention more.

Products must be visual. 5 or more images on average for a product page is considered good.

In our example, you can see there are many images showing the product on each angle and instance.

product page case study

Product Video

A product video is a very powerful tool you can use to sell the benefits of your products.

Product videos are more than just marketing tools, they are an integral part of online shopping.

When people are shopping online it is harder for them to imagine what something will look like or how it will work, so having a short video of your product in action can really help with the purchasing decision.

A good product video will show the user exactly what they need to know about how your product works.

In the IKEA example, there is no product video. Yet, it showcases specific product features and scale with use-cases.

It also does not have any 360 degree view.

Product Variations

Product variations are a great way to increase your sales on ecommerce websites.

By offering products in different sizes, colours, or with added features, you can offer more choices for consumers looking to buy.

For instance, an individual t-shirt product page could include colour or design variations of that single t-shirt design.

In this IKEA example, see below image to see the variations are shown on the right side of the product image.

Products have color variations that are not "close" variations and a variation section is available depicting all variations of the product.

product page product variations

In our IKEA example, products come in different color variations shown on the same page and when you click to different color options, the main product image changes.

Product Size Guide

Creating a size guide is essential for online retailers. It helps customers to have a better idea of what they are ordering, and it also makes them feel more confident about the purchase.

Our Baymard example offers a size guide for the product.

product page size guide

Buy section

The Buy section, also called the shopping cart, is a vital part of your product pages.

It's where shoppers can add items to their carts and it's the final step in the purchasing journey.

The goal of this section is to convert users into buyers by giving them as much information as possible before they buy.

In our IKEA example, the "Add to Cart" button has unique styling that isn't reduced with other buttons and clearly distinguishes it as the page's primary button as the Baymard suggests.

The “Add to Cart” button ensures that your customers can purchase your products at just one click and saves their time.

add to cart product page

In the buy section, product price must be clear and visible.

Therefore, it is also important that the “Add to Bag” button and price must be near each other and you must avoid any confusion that will happen about the price.

In the Baymard example, product price is highly visible.

product price product page

In the buy section, there is also a “Save” button in order for customers to save the item on their wishlist.

The IKEA site offers a save feature and customers can save the item without creating an account.

However, there is no clear description of what that button does.

How long can they save the item? What happens when they click that button?

save button product page

Shipping and Return

Product pages are the most important page of any e-commerce site.

It's the place where many customers make their first purchase, and it needs to convey all the critical information about a product in an attractive way.

Shipping and return policies are both crucial for this reason.

  • According to the Baymard study, 64 out of 100 customers look for shipping costs before even deciding to buy the item.

  • Even if the number is very obvious, 43% of the ecommerce sites still do not display any kind of shipping costs or cost calculators in their product pages.

Let’s see what IKEA product pages do.

We can see that there is no shipping cost or calculator available on the product page at all. And the return policy is only available in the footer.

product page return policy

Also, on the price section, there is no indication of the shipping costs and any other information.

prodcut page price section

If the site has physical stores, they should include “Find in store”, “Store Availability” buttons in order for customers to have another option rather than buying online.

We can see that IKEA has that button and customers can check store stocks if they please.

product page store stock

User Reviews

The necessity for customer reviews in e-commerce websites is clear.

We all rely on them when we buy online. It's a powerful tool that allows potential customers to make an informed decision before purchasing a product or service.

In fact, about 95% of customers read reviews before making a purchase!

In IKEA study, we can see that the site does have products with user reviews. A button linking to the full ratings section is provided alongside the ratings average.

user review product page


Cross selling is an option that allows customers to buy additional products with the purchase of a product.

It’s used to encourage customers to spend more, or it can be used as a way for you to make recommendations about other items they might enjoy.

Cross-selling can also help increase your profits by raising the average order value (AOV).

Therefore, it is important to have at least one cross sell section on the product page. Let’s see if our IKEA example has a cross-sell section.

We can see that they have a cross-sell section which is not full-width of the page and it is also not the last section of the page.

They do have a “Similar Products” section which allows them to show alternative/similar products.

similar products product page

IKEA also has another section called “Goes well with”. That section is a cross-sell section with supplementary products present.

goes well with section product page

Recently Viewed Products is a simple and attractive "add to cart" extension for your store, which will allow you to highlight products viewed recently by you.

If you visited a couple of pages and items, and you wish to see them again, IKEA also offers a list of "Recently Viewed Items" present and it is shown at the bottom of the page.

Optimize For Search Engines

When we talk about optimization of a product page, we must also consider optimizing for the search engines.

One of the most important aspects of your online business is to rank well on search engines.

The first step to SEO for product pages is to understand how search engine algorithms work and how they read your website content.

You can have a fantastic website with wonderful content and products, but if people can't find you, you might as well not exist!

SEO is a crucial part of running an online business because it helps potential customers find and trust your brand.

Poor rankings mean that you're not getting visibility.

What should you do for search engine optimization for your product page?

  1. Keyword Research
  2. Meta Titles & Descriptions
  3. Test your product pages
  4. Use Testimonials
  5. Page Load Time Optimization

1. Keyword Research

Keyword Research is one of the most important steps when it comes to optimizing your product page.

The keywords you choose for your page will determine how many people find your product, so it's crucial that you do keyword research to ensure that you're using the best possible keywords.

2. Meta Titles & Description Optimization

Ecommerce shops are responsible for generating revenue through their online presence, and this can often be done by optimizing your meta title and description .

This is because the meta title appears as a search engine result snippet just below the website name and above any other results that may appear on page one of Google searches.

You can use a free SERP preview tool which generates a pre virtual search result based on the input you have provided.

3. Test your product page

The point of an A/B test is to determine which version of a page has the best conversion rate.

You can then use that information to improve your site for future visitors.

While the concept sounds simple, it's important to realize that you will need a large sample size in order to get accurate results.

4. Use Customer Testimonials

As we mentioned previously, user reviews/testimonials are very important for your product page.

The "testimonials" section of a product page is one of the most important parts in terms of SEO.

The reason for this is that a customer's input will speak louder than anything you can say about your product.

When customers see other people's feedback, it adds to their trust in your brand and increases the likelihood they will buy from you.

5. Page Load Time Optimization

It is important to understand the page load time for product page SEO.

The page load time is the time it takes for your web server to respond with a specific webpage when requested by the user.

Page speed is crucial because users are quick to abandon websites which take too long to load.

A slow website reduces your ranking in search engine results pages (SERPs) and diminishes customer satisfaction, apart from not being very user friendly.

In this post, we have looked at different ways to optimize your product pages for maximum conversion rate with a case study review and other tips and tricks.

Though it might seem like a lot of work upfront, the conversion rate will pay off in the end.

We hope that you have enjoyed learning about how to optimize your product pages.

Let us know what you think by simply leaving a comment below! :)

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