During the latter half of 2023, we have been in contact with approx. 100 Shopify shops, both via e-mail, telephone, physical meetings and online meetings. It has been fantastically exciting to be in contact with committed webshop owners and e-commerce specialists. At the same time, we were also able to draw some lessons from the many contact points. It has been shown that there are some patterns that repeat themselves across small, medium and large shops. We have condensed our learning into 7 areas, some of which you may recognize from your webshop. So read along here, where we will present some solutions so that you can start 2024 by strengthening your Shopify shop and taking it to the next level.
Optimizing product pages on your Shopify store is critical to improving user experience, increasing search engine visibility, and increasing conversions. The product page is an interaction of a number of elements that must present your product in a delicious and inviting way so that it converts. These key elements are essential:
Product images
There must be high-resolution product images that allow zooming, so that customers can see the details they are interested in. In addition, there must be different angles and images from usage situations.
USPs
Highlight your shop's USPs – the unique benefits you offer your customers, eg free shipping, price match etc. The points must give the customer the extra benefits that make it easy for them to make a purchase.
Variants
Display variants, if your products are available in other colors, sizes or styles, it will be smart to have a block with the corresponding variants for the product, it increases the visibility and views of your products and increases clarity for customers to find it correct product based on their needs. In addition, related products (or complementary products), e.g. accessories or similar products, are good supplements to the main product. Another addition is “Other customers have bought”, which displays popular purchases by the other customers that might be of interest to the given customer.
Delivery information
Delivery information provides security in the purchasing situation, therefore it is crucial that it is close at hand on the product side. It is, among other things, delivery time, so the customer can see if they can get the product home in time for an occasion, e.g. Christmas. Also the shipping price, so it doesn't come as a hidden surprise at the end of the shopping cart. It is also very relevant to have information about the possibility of collection in stores with each store's stock status.
Guides/Specifications
Certain products require guides or specifications. Examples include guides to clothing sizes. It is the best experience for the customer and your business if the customer chooses the right size the first time and thus does not have to return the product to your shop. For other products, specifications can be very important, for example if you are buying a charger for your laptop, it is crucial to know which computers the charger is compatible with. If there is the slightest doubt from the customer, the product will not be purchased.
Testimonials
Testimonials provide overall security and credibility. But on product pages, it can be decisive when several users or expert assessments, e.g. from a Think test, has given good reviews of the product, it confirms the customer that it may be the right purchase for them, perhaps with details about the usage situation, which the customer can reflect on and thus see the value of the product for themselves..
When you have taken these product page elements into account and implemented them based on what is relevant for the industry your shop is in and customer preferences, you have a powerful product page ready to convert.
