The look of product pages in your online store has a decisive impact on sales. Do you know how to improve product display in WooCommerce so your customers don’t hesitate to buy? We’re bringing you tips on how to do it.
Product pages are the moment of truth. This is where the most important question is decided – will they buy or not? While most e-commerce owners polish their homepage, product pages are often overlooked. Yet product pages have a crucial impact on the number of completed sales.
Product Page Design Has a Direct Impact on Conversions
Many e-shop owners imagine customers will arrive on the homepage and then browse through categories and products. But that’s usually not how it works. In reality, the conversion rate from such customers is only around 2%.
Far more valuable are customers who enter directly on product pages via search engines. These customers are ready to buy, and those are exactly the visitors you must build perfect product pages for. With this type of traffic, you can reach conversion rates of up to 7%.
Let’s take a look at how to fine-tune your product pages so they sell as well as possible.
Images Grab Attention First
For most online stores, high-quality product photos are an absolute necessity. They’re the first thing that captures a customer’s attention after landing on the page, so they deserve proper care.
The main purpose of product photography is to show what the product looks like. One photo likely won’t be enough. Show customers the product from different angles, ideally also in action (e.g., clothing on a model). If you show products on a white background and in a real-life environment, customers will get the best possible impression of the item.
Even if you don’t sell a physical product and therefore don’t have photos, an interesting image or graphic can still help attract customers and guide their attention.
Copy Is Crucial
Product page copy is the second key pillar that drives customer success. A good product description must contain information important for a customer’s decision, but it also must not be too long or confusing. Ideally, it should also follow your brand’s tone of voice.
Tone of voice is the “voice” your brand uses to speak to customers. It helps you capture attention, sets you apart from competitors, and increases the likelihood that people will remember you and buy from you again.
A Short Intro to Hook the Customer
The first paragraph or two should focus on the benefits the customer will get if they purchase the product. Convince the customer that your product solves their problem.
Search Engines Love Long Descriptions
Ideally, product pages also include a long product description where you go into detail about features, characteristics, and benefits. A long description makes it easy to include relevant keywords. This helps you rank with your product in search engine results and attract customers who are ready to buy.
A Technical Description for Detail-Oriented Shoppers
Wondering why you’d still need a technical description if you already wrote a long one? A technical description is mainly a clear list of product features and specifications. It’s easy to scan, and customers can quickly find what they need. On its own, however, it might not convince undecided customers to buy.
TIP: A Technical Description Tab
Create a dedicated tab for the technical description that customers can open when needed. This keeps the product page clean while making all technical details easily accessible. You can add such a tab to your store with the Toret Toolkit plugin.
Q&A for the Undecided
Even with great product copy, customers may still have additional questions. Some customers, rather than asking, will simply look elsewhere. Frequently asked questions (and answers) can therefore be another way to persuade customers to buy from you.
Write down questions customers repeatedly ask and pair them with answers for the product. You can also offer a form for submitting questions about specific products.
The Button Must Stand Out
The call-to-action button is the most important element on a product page. It’s how customers purchase the product. That’s why it must be clearly visible at first glance and it must be absolutely obvious what it does.
To make the button “stand out,” use a contrasting color that doesn’t repeat elsewhere on the product page. Also make sure the button isn’t “lost” among other strong elements or inside the text. Its size also helps it stand out. The button text must make it instantly clear what will happen when it’s clicked.
Get a “Watchdog” Feature
Instead of a simple “Out of stock,” offer customers something more. If a customer has reached the product page, it means they’re interested. Don’t lose them—offer a back-in-stock notification (“watchdog”) that sends an email when the item is restocked.
TIP: A Back-in-Stock Watchdog for Sold-Out Products
You can easily add a back-in-stock watchdog to your store with the Toret Toolkit plugin. For sold-out products, it displays a form where customers enter their email address. Once the product is restocked, the system automatically sends an email notification.
Social Proof Helps Customers Decide
Social proof is crucial for many customers when deciding whether to buy. And if you don’t provide it, customers will look for it elsewhere.
What is social proof, exactly? It’s a psychological phenomenon that makes people follow the behavior of others. So if you show customer reviews and ratings on your product pages, customers will be much more likely to buy too.
Customer Reviews
Customer reviews can be the key to higher sales. But how do you get customers to write them? Reach out by email and ask! For example, you can offer a discount coupon in exchange for a review.
If you personalize your review request email—for example, addressing the customer by name and showing the products they purchased—customers are more likely to comply. This is also the principle behind satisfaction surveys sent by price comparison sites when customers shop through them.
TIP: Use Reviews from Price Comparison Sites
If you advertise on Heureka or Zboží.cz, you can use the Srovnávače zboží plugin to display their product reviews directly on your product pages.
Let Customers Share Your Great Products
Another social proof tool can be social media. If you add social sharing buttons to each product, customers can share them and you’ll reach a broader audience. Posts shared by customers themselves are far more convincing to other users.
You can also encourage your followers to share and tag your products in their posts, which you can then repost to your audience. This is called user-generated content, and it’s another powerful form of social proof.
Product Videos
Videos that show your product in action or provide how-to guides are also a great fit for product pages. Video keeps customers on the page longer, giving you a better chance to convince them to buy. Product videos are also useful for promotion elsewhere, such as on social media.
Delivery Times and Extra Fees
Surprises during checkout—such as extra fees or extremely long delivery times—are never pleasant and can even lead to customers leaving your store entirely without ordering. If you serve this information already on the product page, customers are much more likely to complete the purchase. Or they may choose another product that will be available sooner.
TIP: Always-Up-to-Date Product Info Without Manual Work
Shipping options and costs, extra fees, and delivery time—these details are easy to add for each product. With the Toret Toolkit plugin, current values are loaded automatically, so they’re always correct without time-consuming manual updates.
Smart Cross-Selling
When you already have a customer in your store with their wallet open, it’s a shame not to take advantage of it. Start using cross-selling and show additional products next to the ones the customer is viewing—items that might be useful to them. Cross-selling can be set up directly in WooCommerce.
Is your customer looking at men’s trousers? Cross-sell a belt. For women’s shoes, offer a handbag; for a blazer, a tie. With well-designed cross-selling, you can increase the average order value of your customers.
How Will You Improve Product Display in Your WooCommerce Store?
We’ve outlined ways to increase product page conversion rates through improvements. These tweaks, even if relatively small, can significantly impact store sales. Will you improve your copy, photos, or add a back-in-stock watchdog?
