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Shopify Product Page: 8 Tips on how to Customize and Optimize in 2023 (Plus Examples)

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Need tips and Inspiration? We’ve got both. Find out how to optimize your Shopify product page to get huge conversions in 2023.

product page conversion

Product pages are pretty high maintenance. They require the perfect balance of elements and ideas to be effective in their main aim – converting your visitors into customers. Because of this, they take on great importance on our stores; so how do we optimize our Shopify product pages to fulfill their roles and to fulfill our e-commerce dreams?

Well, we’ve been asking ourselves that for years.

Join us on our pursuit of the perfect product page as we take a look at where to start, how to make one and see a few inspiring examples from companies that have nailed their own.

Where do I Start?

If there’s one absolutely vital thing you need to nail before you start optimizing your Shopify product page, it’s your audience.

Your audience is going to shape everything on your product page. After all, you ideally want to create a shopping experience that flows for the people you’re selling to; one that appeals aesthetically to them but that also promotes all the things they value.

The right way to start this is by building a buyer persona.

Take the time to create a comprehensive profile of your average customer. How old are they? Where are they from? What types of media do they consume? What problems do they have that your product can solve?

Gather as much information as you can about the people who might want your product; it will inform pretty much every decision you make when optimizing the product pages on your Shopify store.

How? Hubspot has some amazing tools to help you figure out and build your buyer persona.

8 Tips to Optimize your Shopify Product Page for Huge Conversions

Have you found yourself looking at an empty product page, wondering which element to begin with? You’re far from alone. Let’s take a look at how to build and optimize your Shopify product page for your audience and begin reaping the benefits of a well-constructed, conversion generating machine.

Check out our 8 detailed and actionable tips on how to optimize for conversions on your Shopify product page:

1. Focus on design

customize shopify product page

We’ve put design first for a reason: having the right product page design that fits your audience’s values is absolutely paramount.

Have a think about the following principles of web design – does each one chime with the aesthetic and experience you’re trying to create for your store visitors? With your visitors making their judgement on your page within a 20th of a second, it’s crucial you get this part right.

Whitespace: No one likes real-life clutter, so it’s natural that digital clutter is treated with the same disdain. Whitespace refers to the instances of blankness that lie in between elements, ones that give the reader a break from the noise and highlight the elements that need highlighting.

It’s an incredibly powerful tool when you’re looking to optimize a Shopify product page, as it can increase visitor comprehension of your product by 20%.

Font: Something that really connects with a customer is font. It helps to convey the aesthetic and maybe even the lifestyle of your product, which can be surprisingly effective at driving conversions. 

There’s an unbelievable amount of choice in the world of fonts. Shopify is fairly limited in its offerings, but you can easily find one that fits your store via DaFont or 1001 Free Fonts.

Color: The colors you choose for your page are probably more influential on your customers than you think. We’re hardwired as humans to associate colors in different ways: red for urgency, blue for calm, pink for femininity, purple for elegance, etc.  

Finding a color that bridges the gap between your audience’s needs and your product’s offerings can work subconscious wonders on your visitors and end up increasing your conversion rate.

If the first step seems a little overwhelming for you, don’t worry; you’re not alone. PageFly is Shopify’s number one page builder app, with over 3,000 reviews and a 4.9-star rating on the Shopify App store. You can design your store via a huge library of templates and create it through a simple drag and drop system, making optimizing your Shopify product page and beyond not only incredibly effective, but incredibly fun.

Try PageFly out for free.

2. Provide a Clear Call-to-Action

customize page button

Having a great design attracts your visitors and gets them to stay, but how can you get them to convert to a sale? Your call-to-action (CTA) is the button or link that you ultimately want your visitors to click – usually the ‘buy now’ or ‘add to cart’ button.

Making this CTA as clear and distinct as possible is probably one of the best things you can do for Shopify product page optimization. You’ll want to make sure your CTA button is surrounded by whitespace, placed adjacent to the price (and the compare at price if it is being displayed), set in contrasting color to other elements and is an eye-catching size and shape. 

Even just changing the wording of your CTA can affect its efficiency, as it did for BettingExpert.com by 33%.

3. Make it Visual with Images

product page with visuals

Big, beautiful images – that’s what we want when we’re looking to buy something online. Never underestimate the power of product pictures, they’re incredibly effective at helping customers envision the kind of lifestyle that your product can provide. Great product photography can be the difference between a good conversion rate and a great one.

Not only that, but original product images also…

There are some simple ways that you can optimize a Shopify product page through images. 

4. Get Creative with Video

shopify product page video

Much like images, product videos really help customers get a true sense of your product and its uses. They’re becoming much more favourable nowadays, especially with millennial buyers, so we recommend having one per page if possible.

There are different types of product video that suit the different budgets of store owners. They don’t have to be super glossy, sleekly edited promotional ads; you can easily make a converting video with nothing but your phone and your product:

Even a showcase ad, which can be completely free to make providing you have access to a smartphone and basic video editing software, can be very influential and an effective feature of an optimized Shopify product page.

Don’t believe us? Check out Oberlo’s guide and their example of a great showcase ad below:

5. Don’t Forsake the Product Description

product description page

There’s no denying the powers of visual content, but it doesn’t mean that you can neglect your written text. You may assume that no one has time for lengthy product descriptions in this day and age, but actually, 95% of people still make buying decisions because of them. 

It’s all about trust. Buying things online takes a lot of trust on the part of the buyer, and your product description is an opportunity to create some for them on a human level. It can be the difference between another abandoned cart vs a customer feeling comfortable enough to make a purchase.

Use it to appeal to their problem and mention how your product can solve it. Be as descriptive as possible to minimise the chance that they’ll return your product due to unclear or missing information.

Doing all of this has a secondary benefit – to improve your page’s SEO score. Google will be able to rank your page more effectively if your description contains the keywords that your customers are searching for.

The art of the written word is not dead. Far from it; it’s one of the best ways to optimize a Shopify product page in 2023. And, while you’re in your Shopify admin writing killer product descriptions, don’t forget to add relevant tags to your products to aid in discoverability and make it easier to add products to collections down the line. 

6. Back your Product with Social Proof

social proof reviews

As socially connected humans, it’s in our nature to listen to others. It’s the reason why reviews are generally seen as trustworthy and as influential in a buying decision as advice from our own family and friends.

Having a wall of reviews to backup your product and your service is incredibly valuable, and just one of the components of social proof – the very real psychology of doing things because others rate it highly. Whether you’re selling physical or digital products, reviews are critical for driving sales.

Aside from reviews, here are a few other ways to optimize your Shopify product page through social proof.

7. Upsell and Cross-sell

best shopify apps for bundling

At some point in your life, you will have been converted via upselling and cross-selling. It sounds kind of invasive if you’re not sure what it is, but it’s a totally innocent practice and a mainstay of all the most optimized product pages on Shopify.

Leveraging both of these tactics is an unmissable strategy in 2023. Here’s a few examples of what you can offer to increase the average order value of visitors to your store.

Offers like these are not only great for making more money per customer, they also help to build trust and foster return visits. In fact, customers who are converted via cross-selling are almost 2x more likely to return to your store.

The PickyStory app automatically assembles the recommended products of your store and adds them to your product pages, taking the forms of bundle recommendations, shoppable galleries and ‘buy the look’ buttons. 

You can even check out the in-built analytics to see what’s working and what needs tweaking to reliably optimize your Shopify product page. And, inventory is updated automatically for all products at SKU level – easy!

Try PickyStory for free.

8. Navigate off your Product Page

product page navigation

The kind of seamless shopping experience that upselling and cross-selling provides is just one example of great page navigation. If you’re looking to optimize a product page for conversions, you’ll want to make sure that it navigates well towards other pages, including your checkout page.

There are 4 directions in which a product page should always easily navigate:

We’ve discussed in the previous point how upselling and cross-selling encourages sideways navigation, but what about the others?

Well, to navigate backwards, it’s always a good idea to have a breadcrumb menu. This is a tab at the top of the page that illustrates to customers the page trail that has led them to the product page: something like Homepage —-> Sale —-> Home and Garden —-> Smart Plant Pot

To get customers moving forward, you want to remove as much friction as possible. Get rid of all the unnecessary steps that they have to take between your product page and your checkout page. Preferably, you’ll have a clear CTA button on your product page that leads straight to where they can put in their delivery details.

Last but certainly not least, all well-optimized product pages on Shopify will have outbound links to an equally optimized social media page. Having a Instagram gallery of user-generated content or buttons that encourage sharing your product on social media is a great way to go about this.

Remember, it’s not about pushing customers towards a sale, it’s about giving them the means to find their own way around.

3 Quick Examples of how to Optimize your Shopify Product Page

Looking for inspiration to get started? The product pages below are all expertly crafted and great at driving the conversions that they aim for.

Beaufort and Blake example
Source: https://www.beaufortandblake.com/products/borthwood-cornflower-linen-shirt

What they do well:

lush example
Source: https://uk.lush.com/products/bubble-bars/mermaid-tale-bubble-bath

What they do well:

zappos product page
Source: https://www.zappos.com

What they do well:

So, What's Next?

There’s a lot to consider in Shopify product page optimization, but don’t let it overwhelm you. Take things step-by-step, see what works and tweak things accordingly.

One of the best places to begin is with a tried-and-tested template. As Shopify’s best-rated page builder, PageFly has a diverse library of 60+ templates from which you can start constructing your product page and beyond.

Once you’re up and running, don’t miss out on the chance to scale your conversions with PickyStory. We’ve helped some of Shopify’s fastest growing brands optimize product pages and increase their average order value through AI-driven cross-selling, and we offer 24/7 personalised support to help you do the same.

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Frequently Bought Together

Present bundles of products that are frequently purchased together, simplifying the decision-making process for your customers

What is Frequently Bought Together?

It is a recommendation scenario that suggests additional products to the shopper, which are often purchased by other customers in conjunction with the item they are currently viewing or considering purchasing.

Why are brands using it?

How Zenbivy uses Frequently Bought Together

Zenbivy simplifies the shopping experience by displaying all the needed pieces of its sleeping systems on one page, under each product that is part of a sleeping system. This way, shoppers don't need to go through multiple pages and guess what goes with what. Zenbivy enjoys much larger orders, and shoppers can have a seamless experience.

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How Prodigy uses Build Your Own Bundle

Prodigy enables its shoppers to build their own bundle of golf discs, fully personalizing the shopping experience. Shoppers get an easy way to select their favorite discs while Prodigy consistently increases its AOV.

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Bundle as Product

Combine multiple individual products into a bundle and sell them as a single unit

What is Bundle as Product?

Bundle as Product scenario involves bundling multiple individual products together and selling them as a single unit. This strategy offers shoppers a curated selection of items that work together or complement each other.

Why are brands using it?

How Gravity Fitness uses Bundle as Product

Gravity Fitness knows that it's not an easy task for shoppers to collect all the required pieces for a complete home gym. That's why they have created pre-made home gym bundles for an easy shopping experience. Now they have fewer SKU issues, a higher AOV, and happier customers.

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Complete the Bundle

Encourage shoppers to add the missing items to complete the bundle when they add items to cart

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Complete the Bundle popup is a deal that appears when a shopper has added some items to their shopping cart but has not yet added all the recommended or related products that typically go together.

Why are brands using it?

How Petliking.com uses Complete the Bundle

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Bundle as Product

Combine multiple individual products into a bundle and sell them as a single unit

What is Bundle as Product?

Bundle as Product scenario involves bundling multiple individual products together and selling them as a single unit. This strategy offers shoppers a curated selection of items that work together or complement each other.

Why are brands using it?

How Doodle Couture uses Bundle as Product

Doodle Couture makes it so easy for shoppers to equip their best friend with the required outfit. Instead of moving back and forth between pages, Doodle Couture offer a complete bundle for pets on one page with a single click. This boosts AOV while making the shopper happy.

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Complete the Bundle

Encourage shoppers to add the missing items to complete the bundle when they add items to cart

What is Complete the Bundle?

Complete the Bundle popup is a deal that appears when a shopper has added some items to their shopping cart but has not yet added all the recommended or related products that typically go together.

Why are brands using it?

How A&D Performance uses Complete the Bundle

A&D Performance always seizes intent-based opportunities to offer additional supplements when shoppers add items to their cart. By displaying a 'Complete the Bundle' popup, A&D Performance increases their Average Order Value (AOV) while helping their customers discover more products.

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Bundle as Product

Combine multiple individual products into a bundle and sell them as a single unit

What is Bundle as Product?

Bundle as Product scenario involves bundling multiple individual products together and selling them as a single unit. This strategy offers shoppers a curated selection of items that work together or complement each other.

Why are brands using it?

How Koala Babycare uses Bundle as Product

Koala Babycare simplifies its shoppers lives by offering complete cream & oil sets. Shoppers can easily pick their favorite bundles and save while Koala Babycare increases its AOV and number of orders.

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Spend X Get Y

Encourage shoppers to spend a certain amount of money (X) in order to receive a specific benefit or reward (Y)

What is Spend X Get Y?

"Spend X, Get Y" promotions are designed to motivate shoppers to spend more money with the promise of receiving something valuable in return. It's a win-win situation where customers get a benefit, and the store increases its sales.

Why are brands using it?

How Jose Pizarro uses Spend X Get Y

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Complete the Bundle

Encourage shoppers to add the missing items to complete the bundle when they add items to cart

What is Complete the Bundle?

Complete the Bundle popup is a deal that appears when a shopper has added some items to their shopping cart but has not yet added all the recommended or related products that typically go together.

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How Agrestis uses Complete the Bundle

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Build Your Own Bundle

Offer shoppers the ability to create their own bundle of products by selecting from a range of available options

What is Build Your Own Bundle?

Build Your Own Bundle scenario provides shoppers with the flexibility to select specific items or features that best meet their individual needs and preferences. The selection is based on a pre-curated set of products by the merchant.

Why are brands using it?

How Wisdom Foods uses Build Your Own Bundle

Wisdom Foods wanted to upgrade its shopping experience by making it easy for shoppers to pick their desired syrups. Now it allows shoppers to build their own bundles of syrups from a single page and checking out. This increases Wisdom Foods' order sizes while providing a personalized experience to their shoppers.

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Bundle as Product

Combine multiple individual products into a bundle and sell them as a single unit

What is Bundle as Product?

Bundle as Product scenario involves bundling multiple individual products together and selling them as a single unit. This strategy offers shoppers a curated selection of items that work together or complement each other.

Why are brands using it?

How Dineamic uses Bundle as Product

Dineamic takes advantage of bundles to package their pre-made meals by dietary requirements, so every shopper can quickly and easily find the desired category of meals and add them all with a single click. This simplifies the shopping experience and benefits both sides, as Dineamic boosts its Average Order Value (AOV).

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Create Bundle as product

Bundle as Product

Combine multiple individual products into a bundle and sell them as a single unit

What is Bundle as Product?

Bundle as Product scenario involves bundling multiple individual products together and selling them as a single unit. This strategy offers shoppers a curated selection of items that work together or complement each other.

Why are brands using it?

How Line Furniture uses Bundle as Product

Line furniture simplifies its shoppers lives by offering complete furniture sets in different styles. Now shoppers can easily find their favorite living room and save while Line Furniture increases its AOV and number of orders.

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Create Bundle as product

Complete the Bundle

Encourage shoppers to add the missing items to complete the bundle when they add items to cart

What is Complete the Bundle?

Complete the Bundle popup is a deal that appears when a shopper has added some items to their shopping cart but has not yet added all the recommended or related products that typically go together.

Why are brands using it?

How Sobel Home uses Complete the Bundle

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Frequently Bought Together

Present bundles of products that are frequently purchased together, simplifying the decision-making process for your customers

What is Frequently Bought Together?

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Build Your Own Bundle

Offer shoppers the ability to create their own bundle of products by selecting from a range of available options

What is Build Your Own Bundle?

Build Your Own Bundle scenario provides shoppers with the flexibility to select specific items or features that best meet their individual needs and preferences. The selection is based on a pre-curated set of products by the merchant.

Why are brands using it?

How By Benson uses Build Your Own Bundle

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www.bybenson.com

Create Build Your Own Bundle

Build Your Own Bundle

Offer shoppers the ability to create their own bundle of products by selecting from a range of available options

What is Build Your Own Bundle?

Build Your Own Bundle scenario provides shoppers with the flexibility to select specific items or features that best meet their individual needs and preferences. The selection is based on a pre-curated set of products by the merchant.

Why are brands using it?

How Good Store uses Build Your Own Bundle

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www.good.store

Create Build Your Own Bundle

Bundle as Product

Combine multiple individual products into a bundle and sell them as a single unit

What is Bundle as Product?

Bundle as Product scenario involves bundling multiple individual products together and selling them as a single unit. This strategy offers shoppers a curated selection of items that work together or complement each other.

Why are brands using it?

How Westman Atelier uses Bundle as Product

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www.westman-atelier.com

Create Bundle as product

Frequently Bought Together

Present bundles of products that are frequently purchased together, simplifying the decision-making process for your customers

What is Frequently Bought Together?

It is a recommendation scenario that suggests additional products to the shopper, which are often purchased by other customers in conjunction with the item they are currently viewing or considering purchasing.

Why are brands using it?

How Aim’n uses Frequently Bought Together

Aim'n never misses a shopper when it comes to its product pages. It utilizes the 'Frequently Bought Together' feature to suggest additional sizes to product viewers, ensuring that no shopper is left without a solution while keeping its main sizes as the default option.

www.aimn.se

Create Frequently Bought Together

Bundle as Product

Combine multiple individual products into a bundle and sell them as a single unit

What is Bundle as Product?

Bundle as Product scenario involves bundling multiple individual products together and selling them as a single unit. This strategy offers shoppers a curated selection of items that work together or complement each other.

Why are brands using it?

How BLANQI uses Bundle as Product

BLANQI make it easy for their shoppers to find complete maternity sets. While shoppers receive a fast, single-click shopping experience, BLANQI enjoys higher order amounts without investing any additional resources.

www.blanqi.com

Create Bundle as product

Build Your Own Bundle

Offer shoppers the ability to create their own bundle of products by selecting from a range of available options

What is Build Your Own Bundle?

Build Your Own Bundle scenario provides shoppers with the flexibility to select specific items or features that best meet their individual needs and preferences. The selection is based on a pre-curated set of products by the merchant.

Why are brands using it?

How Carly Jean uses Build Your Own Bundle

Carly Jean offers its shoppers the opportunity to build their own custom looks by selecting the individual items that comprise their desired outfit. 'Build Your Own Bundle' enables Carly Jean to easily provide a personalized experience that shoppers love and want to return to again and again.

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Spend X Get Y

Encourage shoppers to spend a certain amount of money (X) in order to receive a specific benefit or reward (Y)

What is Spend X Get Y?

"Spend X, Get Y" promotions are designed to motivate shoppers to spend more money with the promise of receiving something valuable in return. It's a win-win situation where customers get a benefit, and the store increases its sales.

Why are brands using it?

How Proclamation Jewelry uses Spend X Get Y

Proclamation Jewelry encourages its shoppers to spend at least $500 on jewelry in-store to receive free shipping. This is a win-win for both the shoppers, who get free shipping (which can be expensive at times), and the brand, which maintains a higher average order value.

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