Shopify Product Page: 8 Tips on how to Customize and Optimize in 2020 (Plus Examples)

Need tips and Inspiration? We’ve got both. Find out how to optimize your Shopify product page to get huge conversions in 2020.

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 eCommerce 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?

Where do I Start?

Knowing your audience will shape your approach to your product page. Image credit

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

Beautiful product page example by Nixon.

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.

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.

Grow your sales with high-performing deals.

2. Provide a Clear Call-to-Action

customize page button

Give them a target button they can’t miss, courtesy of Swoon.

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, set in contrasting colour 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 by 33%.

3. Make it Visual with Images

product page with visuals

Large images, centralised design and a library of angles by Aesthentials.

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.

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

Great, simple, autoplaying videos for products by Allbirds.

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

Product descriptions relay important information. Bullet points with links to a long-form description and specs is a great approach from Oransi.

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.

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 2020.

6. Back your Product with Social Proof

social proof reviews

Reviews and user-generated content, courtesy of Notebook Therapy.

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.

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

A ‘Frequently bought together’ section, provided by PickyStory.

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 2020. 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.

Try PickyStory for free for 30 days.

product page navigation

Breadcrumb navigation menu, courtesy of Cosplay Shopper

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

What they do well:

lush example

What they do well:

zappos product page

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.

Grow your sales with high-performing deals.

Generate more revenue from every store visit.

Offer irresistible deals across your buyer's journey.

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